For years, background music was treated as an afterthought: A soft filler for awkward silences or a way to mask the squeak of a floorboard. Yet today, businesses are beginning to recognise that music is far more than decoration. Rather, it is strategic, measurable, and – when executed thoughtfully – profoundly influential.
Well-chosen in-store music can turn casual visitors into loyal customers, nudge them toward unplanned purchases, and communicate a brand’s personality without a single word.
The dwell-time dividend
At its core, music influences how customers navigate a space and how long they stay. Research indicates that approximately 40 per cent of Australian shoppers and 38 per cent of New Zealand shoppers have left a store because the music was inappropriate. Conversely, around half of shoppers report lingering longer when the music is suitable. This difference isn’t theoretical; it has a clear commercial impact.
Longer dwell times create more opportunities to browse, discover products, and make impulse purchases, enabling customers to engage more deeply with the store environment and the brand.
The research highlights that for Gen Z and younger Millennials, music is an integral part of the shopping experience rather than mere background noise. Older shoppers, while less likely to change their behaviour, are very aware of their comfort level; they notice if the volume is too loud or if the atmosphere feels out of sync, even if they don’t immediately leave the store.
When the music feels inappropriate – whether due to genre, tone, or volume – customers often disengage, shorten their visits, and sometimes decide not to return.
Silence, often thought of as neutral, is rarely perceived that way. Many consumers describe music-free environments as “flat” or incomplete, reinforcing the idea that sound is not just an extra layer of the experience but a fundamental expectation.
Volume also plays a significant role: If the music is too loud, it can overwhelm the space, while too soft may become irrelevant. The most successful retail environments carefully adjust not only the tempo and genre but also the emotional tone of the music to enhance the customer journey rather than compete with it.
Your brand, on repeat
Music plays a significant role in shaping a brand’s identity for customers. When consumers enter a store, they have clear expectations not just about how it looks, but also about how it sounds. When the soundtrack matches these expectations, it enhances the sense of cohesion and intentionality. In contrast, if the music doesn’t align, the negative impact is immediate.
Research shows that 44 per cent of consumers perceive mismatched music as a sign that a brand is “disconnected”, while around one in four will actively downgrade their perception of a business’s professionalism.
These reactions go beyond mere preference; inconsistency in sensory experiences can suggest deeper operational problems, such as a lack of attention to detail, unclear brand positioning, or compromised quality.
Younger shoppers are particularly discerning. Up to 75 per cent of Gen Z and 60 per cent of Millennials can spot generic stock music, often associating it with ‘chea’” or ‘budget’ brands. For retailers aiming to appeal to these audiences, music can become part of the product, not merely background.
In this context, playlists function as a kind of ‘sonic logo’. Just as visual identity communicates brand values at a glance, audio reinforces them in real time, signalling whether a brand is considered, current, and aligned with its audience.
For businesses investing heavily in store design, merchandising and customer experience, this layer cannot be overlooked. The auditory environment must work in step with the visual one to deliver a coherent whole.
From background noise to business signal
Expectations surrounding in-store music have evolved beyond just how it sounds; they now include how it is sourced and used. What was once an invisible consideration is becoming an essential part of how customers evaluate a business’s credibility.
While awareness of licensing requirements remains uneven, consumer sentiment toward compliance is notably positive. Between 94 and 95 per cent of shoppers view ‘licensed to play’ indicators as neutral to positive, and around 30 per cent explicitly see music licensing as a sign that a business is “doing the right thing”.
That shift changes the role of licensed music entirely. Rather than just a legal necessity, it becomes a visible marker of professionalism, something that signals a business is legitimate, detail-oriented, and respectful of the people behind the music. For customers, these cues reinforce the sense that a brand operates with integrity, values its partners, and takes its responsibilities seriously.
In a retail environment where transparency builds trust, even small signals can carry influence. A simple licensing notice can support the broader perception that a business is well-run, ethical, and aligned with modern expectations. By contrast, failing to meet those expectations can have the opposite effect, with some consumers indicating they would judge, or even avoid, businesses that appear non-compliant.
Music is no longer simply an operational detail to be managed in the background. It is a controllable, measurable component of the customer experience, one that influences behaviour, perception and trust in equal measure.
When managed effectively, it can enhance customer dwell time, reinforce brand integrity, and elevate the overall experience. Moreover, being properly licensed sends a deeper message: it signifies a business that is not only well-designed but also professionally run, valuing both its customers and the creators of the music they play.
In today’s competitive retail landscape, these signals help define the brand itself.
