The PO should can the music

I read with horror the news that the Post Office is testing a live radio service in its retail outlets (MW September 6).

Tesco appears to be more enlightened. It has found that music in stores can have an effect and that music can be used to direct buyers to certain ideas and items. But overall, its more careful and researched thinking is that, as music is such a personal part of our lives and that it has a direct emotional impact, it can be equally distracting and sometimes deeply irritating for shoppers.

Staff often hate it, and who said that everyone likes rock and roll and chart hits? What about the growing population of older people who might prefer silence, or the music they grew up with?

For Consignia to say this is a chance to build brand awareness is clearly bonkers: the Post Office has to be one of the best known brands in the country.

Simon Larter

Account director, PR

The Opus Group


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here