New Startle Research: The Impact of Background Music in Charity Retail

Charity shops have never been more vital - but unfortunately, have also never faced more challenges. With rising costs, increased competition, and increased pressure to maximise every square foot of store space, retailers are looking for innovative ways to improve customer experience and drive revenue.

Background music is already a proven tool in mainstream retail and hospitality. But in charity retail - where audiences are broader, their motivations are driven by their values, and store environments differ dramatically - its impact has never been properly studied.

That’s why we are excited to launch our new research: Songs That Sell: The Impact of Music in Charity Stores.

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What’s inside?

We conducted a 21-day in-store study that tested three contrasting music genres - pop, classical, and jazz - while controlling variables like tempo and volume. We looked at their impact on sales, customer spend, staff mood, and in-store atmosphere. 

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Ready to give it a read? Get access to the research here, no details required.

We hope you enjoy reading!