Case M&S hopes tills will revive with sound of music Marks and Spencer is to launch a subliminal…

Case M&S hopes tills will revive with sound of music Marks and Spencer is to launch a subliminal attempt to lure back shoppers: playing background music in its stores. The struggling retailer has held out against the high street canned music barrage, allowing its British shoppers to seek out sandwiches and knitwear in dignified silence. But M&S is so confident the initiative will be a success, that it hopes shoppers will be willing to fork out for the soundtrack of their visit. The tunes on offer will come from M&S-branded compact discs, supplied by Universal, the entertainment conglomerate, and are on sale in about 160 stores. M&S is not the first retailer to offer CDs in an attempt to appeal to customers who are put off by the thumping music and youth culture of a traditional record store. In the US, piped music CDs are becoming big business with Guess, Old Navy and Starbucks, the coffee house group, all getting in on the action. One of the first retailers to make the discovery was Victoria’s Secret, a lingerie company with nearly 800 stores across the US. In 1988, it started selling compact disc and tape cassette compilations of the classical music playing in its stores. Of the 11 classical albums to have sold more than 1m copies in the US, five are from the Victoria’s Secret collection.

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