In-store music is not only for the customers, employees and managers benefit from it too. An effective music strategy can be a great tool to boost staff morale, concentration and productivity. In a 2013 research by DJS, 77% of businesses agreed that their staff is more productive when music is playing. Many scientific studies support that people tend to work faster, and complete their tasks more accurately and creatively, when listening to music. In-store music can be a big point of differentiation for a brand, as well as a key element in the customers’ retail experience. The right sound will support a retail brand and create a connection with target markets while playing the wrong music can have devastating effects. A study carried out on over 1,000 UK shoppers revealed that one out of two shoppers had left a store due to annoying background music.