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Why does audio improve the in-store customer experience?
Did you know that 82% of customers appreciate music in retail outlets, and that 52% say that a good musical atmosphere makes them want to return? These figures, taken from a 2014 SACEM study, reveal a surprising reality: silence reduces turnover by 28%, while a well-designed sound environment increases it by 35%.
With this in mind, Rondson, with its 56 years of expertise in sound systems, offers audio equipment suitable for retail outlets open to the public.
The equipment is only the first part of the project, because then you have to find the music and personalised advertising messages to broadcast, as offered, for example, by Canal Music, a subsidiary of the NRJ group and a specialist in sound design. The aim of this strategic collaboration is to perfect the sound identity of companies by combining technical excellence and musical creativity.
Discover how this combination transforms the customer experience and boosts business performance for companies in all sectors.
Strategic complementarity
Rondson: 56 years of excellence in professional sound systems
For more than half a century, Rondson has been the benchmark in professional sound systems. With over a hundred retailers throughout France, the company covers all types of venues and applications: from small local shops to large commercial spaces, offices, restaurants, hotels and event venues.
This sustainability reflects technical expertise and continuous adaptability to technological advances, but also to growing market demand.
Canal Music : The sound design expertise of the NRJ Group |
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Canal Music, a subsidiary of the NRJ Group, brings a unique creative and strategic dimension to the table. Specialising in sound design for commercial spaces, the company has mastered the art of creating tailor-made sound identities that reinforce brand image and positively influence behaviour.
With over 3,000 clients, including retail outlets and major retailers, Canal Music draws on the musical expertise of the NRJ Group to offer personalised radio solutions, tailored background music and integrated messages. Each creation strictly complies with SACEM regulations and is adapted to the specific characteristics of each sector of activity.
This combination meets a growing market demand: that of a complete turnkey solution that combines technical excellence and musical creativity. On the one hand, Rondson's recognised technical expertise guarantees professional installation. On the other hand, Canal Music's creative know-how ensures a coherent and impactful sound design. Together, we offer a service.
The scientific impact of sound design in companies
The data that speaks : psychology and neuroscience
Science has long demonstrated the significant influence of music on our behaviour and purchasing decisions...
The SACEM benchmark study (2014) reveals that 82% of customers enjoy music in shops, but more importantly, 52% say that a good musical atmosphere encourages them to return. Even more impressive is that the direct financial impact is measurable. 52% say that a good musical atmosphere encourages them to return. Even more impressive is that the direct financial impact is measurable. A well-designed sound environment can increase turnover by 35%, while silence, perceived as abnormal by our subconscious, decreases it by 28%.
The length of time customers stay also varies depending on the music selection. A slow tempo with low sound intensity naturally prolongs the time spent on the premises, encouraging discovery and purchase. Conversely, a faster tempo speeds up customer turnover, a strategy adopted by the Hippopotamus chain to optimise service, while Sephora favours a slower pace to encourage product testing.
The measurable influence on purchasing behaviors
Beyond the length of stay, music directly influences consumer choices. The University of Leicester (1998) conducted a revealing experiment in an English wine shop: When French songs were played, customers bought five times more French wines than German wines. The opposite occurred with a German playlist, demonstrating the direct influence of the sound environment on purchasing decisions.
Musical prestige also plays a crucial role. A study by Texas Tech University (1993) proved that classical music, due to its prestigious nature, increases the average basket size by 2.5 times more than popular music in high-end stores.
Even the volume of sound is important, according to a study by the University of South Brittany (2008): the higher the volume, the more customers consume, a phenomenon that is particularly noticeable in bars and cafés.
Beyond Commerce: Multiple Business Applications
While retail was the first sector to exploit these discoveries, applications now extend to all professional environments: Music also creates a valuable atmosphere of privacy. It generates a sense of a "sound bubble" that encourages customers to confide more in sales staff, making exchanges more personalised.
Technical solutions: sound design + professional sound
The custom sound design by Canal Music
The programming adapts to the rhythms of your business: specific time slots, seasonal variations, special events. Promotional and informational messages are seamlessly integrated into the music stream, without disrupting the atmosphere. Canal Music also handles all legal aspects.
This bespoke approach ensures perfect consistency between brand identity and its sound expression, creating a unique and memorable customer experience.
The technical expertise Rondson
With 56 years of experience, Rondson has mastered all technical aspects of professional sound systems. The company rigorously selects its equipment: speakers, professional amplifiers, microphones adapted to each space configuration.
Diversified application sectors
This solution adapts to all professional environments:
- In retail (shops, shopping centres, showrooms), it optimises customer journeys and boosts sales.
- In the hospitality industry (hotels, restaurants, bars), it enhances the experience and brand image.
- In corporate environments (offices, waiting rooms, workspaces), it improves well-being and productivity.
- In events (trade shows, conferences, product launches), it creates memorable immersive experiences.
A quantifiable return on investment
The benefits of professional sound design are no longer based on intuition, but on tangible data. According to benchmark studies, the increase in turnover can reach 35%, which has a directly measurable impact on profitability.
Control of dwell time allows the strategy to be adapted according to objectives: extending the visit to encourage discovery and impulse purchases, or speeding up turnover to optimise service during busy periods.
The influence on the average basket size is particularly interesting for retailers. Appropriate background music naturally encourages customers to discover new products and make additional purchases.
Customer loyalty is a major long-term benefit: 52% of customers return to a place where they enjoyed the musical atmosphere, creating significant recurring customer value.
An enhanced customer experience
The visitor experience is naturally enhanced by acoustic comfort. A well-designed sound environment reduces stress, promotes relaxation and creates an atmosphere conducive to positive interactions with staff.
Discreet guidance through music naturally directs traffic flows within the space, without intrusive signage. Informative messages harmoniously integrated into the music programming deliver useful information without disrupting the atmosphere.
This reinforces brand recognition. A recognisable sound identity creates a lasting emotional connection with customers, encouraging recommendations and positive word of mouth.
Compliance and legal serenity
Canal Music handles the management of SACEM rights and mandatory declarations, eliminating any legal risk for the client company. Regulatory compliance in terms of sound broadcasting is guaranteed, including compliance with volume standards and time restrictions.
Rondson's equipment quality assurance and manufacturer warranties offer complete technical peace of mind.
From emerging markets in full swing
The market forcoworking spacesis experiencing significant growth, with specific requirements in terms of atmosphere, which varies between productivity and relaxation depending on the area and time of day.
The field of health and wellbeing is exploring the benefits of music therapy and relaxing soundscapes in healthcare settings, thereby broadening the scope for their use.
A partnership dedicated to your success
A commercial collaboration that symbolises the fusion of two complementary areas of expertise to improve your professional performance. On the one hand, 56 years of technical experience and a trusted national network. On the other, the musical creativity of the NRJ group and recognised expertise in sound design.
This alliance guarantees you a complete turnkey solution.
The benefits are measurable: up to a 35% increase in turnover, improved customer experience, enhanced loyalty and simplified operational management.
Whether you work in retail, hospitality, services or event planning, this solution adapts to your specific needs and evolves with you.
Discover today how to transform your professional space into a true sensory experience!