The Science of Sound: How to Select Music That Aligns With Your Brand Identity

When it comes to shopping, every element within a store can contribute to each customer’s overall shopping experience. For example, researchers from the University of Bath found that on weekdays, playing music in grocery stores can increase sales by more than 10 percent.

Unsurprisingly, retailers across the globe are exploring how to use background music to influence consumer behavior and drive sales. In fact, Transparency Market Research estimates that the background music market will reach $2.3 billion by 2031. Ultimately, recognizing the influence of background music on shopping behavior can greatly enhance the retail experience for both customers and businesses.

How Does Music Influence Consumer Behavior?

In-store music is used to influence customers’ moods. It can help make them feel more alert and comfortable. The style of music used during the retail experience can dictate how long each shopper remains in the store.

In certain situations, this can lead to a larger volume of sales, which is highly desirable in places like discount stores and corner markets. Additionally, research out of the Renmin University of China found that fast-tempo background music heightens consumers’ tendency to seek variety in their product and service choices.

Music playing at a lower tempo helps keep consumers browsing through products a bit longer. This music can keep shoppers engaged, ensuring they take their time. This type of music is best suited for higher-end retailers, like furniture or jewelry stores, that benefit from keeping guests engaged with products longer.

Selecting the Right Music to Play in Retail Stores

The music played at your store can directly impact how a shopper perceives your business. For this reason, it's essential to align the music not only with your brand values, but also with your customer demographics to ensure that the music remains appealing to visitors while creating a more cohesive and enjoyable atmosphere.

In addition to selecting music to play in your retail store that matches the brand’s mood, it's vital to consider the role of each music genre. For example, if you sell products geared toward middle-aged men, alternative rock from the past 20 years or 30 years may be the best option. If you offer products targeting teenage girls, some of the current top 40 hits would be a more appropriate option.

It can be helpful to adjust music energy levels throughout the day to match peak and off-peak hours. This can maintain a comfortable shopping experience for visitors. Additionally, selecting music choices that reflect the specific time of the year can enhance the overall shopping experience while connecting with customers emotionally to create a more memorable in-store atmosphere.

Using Music to Differentiate Your Location From Other Stores

Introducing new artists to shoppers is an effective way to differentiate your location. For example, in a case of successfully leveraging the influence of background music on shopping behavior, Walmart, in partnership with Rockbot, sparked memorable moments with customers when some of its locations played music from Big Time Rush. These special instances were caught on camera and shared on social media, causing them to go viral. Walmart reposted these reactions, creating content that further resonated with its audience.

Aligning music with your brand’s values and customer demographics creates a cohesive and memorable atmosphere, while strategic music selection can set your store apart, turning every visit into an emotional connection with your brand. In the retail symphony, the right soundtrack is key to engaging customers and enhancing brand loyalty.

Jon Cassell is the chief operating officer of Rockbot, the leading force in unifying licensed music, TV, digital signage, and advertising technology for brick-and-mortar businesses.