Beyond advertising: soundscapes, UX and in-store mnemonics

From Netflix’s “Tadum” mnemonic to McDonald’s iconic “Lovin’ It” jingle, businesses have been using music to grow brand recognition for decades. Yet, recent years have seen the practice expand into new areas — thematic soundscapes, UI/UX sounds, even executive walk-on music — to create a cohesive and memorable experience. However, the shop floor remains the most powerful arena for good branding.

Our auditory sense is one of the most powerful senses we have, and marketers are going to increasing lengths to develop sonic logos in hopes of improving brand recall. The Wall Street Journal reports that Visa spent a year creating its signature sound, whittling 200 possible options for mnemonics down to a one-second version that epitomizes “speed and convenience.” Visa wanted a sound that would not only instantly evoke the  brand in customers’ minds but also engender trust when making in-app or in-store payments.

However, it's not only Fortune Global 500 brands that are investing in music strategy. According to a study commissioned by Soundtrack in collaboration with the Stockholm-based fashion retailer Gant, customers spent around 42% more time in a store when music was played compared to when it wasn’t. Even more impressive, sales increased by an average of 37% when the music was brand-aligned rather than comprised of simply random selections. 

Gen Z still shops IRL — and why music matters

Physical shopping spaces continue to hold a special appeal for customers. Contrary to popular belief, Gen Z in particular enjoys the tactile thrill of rummaging through racks of vintage clothing and vinyl records. A survey by Adyen found that nearly 75% of Gen Z’ers visit physical stores at least once a week, valuing immediacy and the ability to try products. And consistent across all generations surveyed is the tendency to spend more money in physical shops than online. By some estimates, as much as 80% of global retail sales still occurs in physical shops.

Turning playlists into brand strategy

These aren’t just numbers; they’re proof that the physical presence of customers in stores still matters — not just because it creates foot traffic but because it builds loyalty. Clearly, brands with a strong music strategy are leveraging science and art to score with consumers.

At Soundtrack, we've spent over a decade helping some of the world's biggest brands use music to enhance the customer experience. With Soundtrack, you’ll have access to a library of more than 100 million licensed songs. Better still, the app recommends which tracks to play and when. And thanks to our expert in-house curation team, you’ll have 1,800 playlists, updated weekly, to choose from, organized by everything from genre to mood to decade and even business category. You can even import your own playlists from Spotify.

The same level of research and thoughtfulness that goes into Fortune 500 playlists is now available to any business that wants its branding to feel considered, not generic.

Start a 14-day trial and see how Soundtrack pairs science with taste. No card required.