How to test and improve your business music strategy

It's 2009 and you just walked into Urban Outfitters. You probably haven't heard of Shazam yet, but your head starts to bop. The music alone leaves its mark and quietly registers the store as one you want to return to. Why? Because it moved you, quite literally.

Fast forward to 2026: for many shoppers, that feeling has been replaced by endless tabs on a laptop or saved items across multiple shopping apps. The pandemic accelerated digital habits and pulled even more of our attention toward screens. Add the rapid rise of AI to the mix and our relationship with the virtual world shifts even further.

Yet, something interesting is happening. After years of digital overload, people are craving in-person experiences again. Convenience can only beat human connection for so long.

For businesses operating in physical spaces, this shift presents an opportunity to amplify elements that turn a simple visit into a memorable one. The battle against online shopping is not lost yet and music may be one of the most powerful tools to turn things around. Research shows that about 41% of customers stay longer in a store when the music resonates, creating a valuable opportunity to build affinity and increase revenue. What makes music such an important tool is the ease and flexibility with which businesses can test and refine their sound to create a positive and memorable atmosphere.

Music is easier to test than you think

Unlike lighting, layout and interior design, testing and refining music in physical stores is relatively straightforward. You can make adjustments instantly and observe them in real time, with little to no additional cost. Simply turning the volume up or down can create noticeable changes in the store atmosphere.

The key is understanding the context in which customers are visiting. A quieter soundtrack may suit slower moments when customers are browsing or working, while a livelier environment may energize busier periods. Businesses can experiment with these shifts and observe how customers respond. That might mean lingering longer, engaging more with the space or making additional purchases. In fact, there are audio systems today that make this even more straightforward. These systems use floor sensors that automatically increase the volume when a store is crowded and lower it again when it's empty, so the sound doesn't become overwhelming.

Genre is another aspect that can be tested and adjusted. Different music styles can subtly change the pace and energy of a space. By experimenting with genres throughout the day, businesses can start to understand which sounds best support the kind of experience they want customers to have.

In many ready-to-wear and cosmetics retail stores, the music is calmer in the morning, catering to a clientele with more time to spend. In the afternoon, the genre shifts to something more upbeat and dynamic to attract a younger generation that's more active. By experimenting with genres, retail stores, cafés or restaurants can discover patterns specific to their setup and clients and adopt a system that meets their business needs.

Beyond its impact on atmosphere, an effective audio strategy can create an additional revenue stream. Retail giants like 7-Eleven and Coles have integrated curated music with targeted in-store audio advertising. The goal is to promote specific sales and upcoming events and to direct customers toward particular areas of the store. In some cases, this can even attract third-party advertisers, creating an additional commercial opportunity for businesses. However, this approach needs to be defined through an audio strategy that is closely aligned with brand and business objectives.

What the science says about music and customer behavior

With these advantages, background music for businesses remains a powerful asset when handled properly. From a legal standpoint, playing music for customers requires specific licenses. Failing to comply with these requirements can lead to significant fines, which quickly undermines any return on investment. Businesses shouldn't rely on music to enhance the customer experience only to face legal penalties later. Fortunately, there are services that rely on what the science says and make the process easier. Not only do they provide licensed background music for businesses, they also curate playlists designed specifically for retail and F&B venues, making it easier to test and refine music strategies over time.

A growing body of research links music to consumer behavior, highlighting how specific musical elements influence attitudes in restaurants, retail stores or cafés. One of the most widely studied variables is tempo. Research shows that as music tempo increases, customers experience higher arousal states, which often leads them to seek greater variety. In practical terms, this can translate into switching between brands or even choosing a wider variety of flavors.

Interestingly, this effect becomes even stronger when customers are familiar with the music being played. The more familiar consumers are with high-tempo music, the stronger its influence on variety-seeking behavior tends to be. From here, this insight opens two possible strategies. Owners can either align their playlists with music their audience already knows and enjoys or introduce new playlists gradually so that repeat visitors become familiar with them over time.

Familiarity also affects how customers perceive time. Unfamiliar music can make time appear to pass faster, which may prove useful when businesses want to maintain a steady flow of customers. Familiar music, on the other hand, tends to create comfort and stability, allowing visitors to feel more relaxed and perceive the time spent in a store more accurately. Each of these variables gives businesses a concrete lever to pull when testing their music strategy.

Musical impact was crystal clear in an experiment that's now widely referenced. At a wine shop, German wine sales rose noticeably when German music was played and the same happened to French wine when French music was played. In fact, when French music played, customers purchased 40 bottles of French wine with just 12 bottles of German wine. When the music switched to German, the pattern changed, with 22 bottles of German wine purchased versus eight bottles of French wine.

That's not all. A phenomenon known as intermodal perception refers to how sensory inputs across sight, sound and touch combine to shape a single experience. In this context, it means that the music played in stores can also influence how other senses perceive products. Research shows that soft music alters the perceived haptic softness of tissues, which then feel softer to consumers. For businesses such as baby stores or textile shops, this subtle sensory interaction can quietly enhance how products are experienced.

Music as a brand-building tool

The science is clear: music shapes perception at every level. The smartest brands have built entire strategies around this. Many now understand the power of sound through audio signatures we are all familiar with. Think of the Mac startup chime or Netflix's "ta-dum". These elements contribute to high recall and equity. A consistent music strategy, from branding assets to physical experiences, is the invisible thread that ties a brand together.

Industry analysis suggests that alignment between visual and audio cues is up to 12 times more effective at influencing sales and purchase amounts, extending dwell time, shaping buying patterns and improving purchase intent and brand loyalty. This explains why global leaders like Lululemon have centralized their sound profile: they know what good curation looks like. From Chicago to Stockholm, music plays a pivotal role in projecting a consistent brand identity, even if playlists are slightly tailored to reflect local trends. This also explains why high-end retailers opt for classical or sophisticated tracks. Beyond creating a mood, the music signals higher quality, reinforcing brand image and making higher price points more acceptable.

How to test and improve your music strategy

Many businesses fail to recognize the value music brings and treat it as an afterthought. A playlist is often selected from a personal account and is left running indefinitely. This downplays the wealth of research that emphasizes how tempo, genre, familiarity and volume can directly influence dwell time, purchasing behavior and, ultimately, brand perception. For many smaller businesses, this is uncharted territory and an underused advantage.

Starting with simple experimentation can go a long way. Cafés and supermarkets can build a playlist to test variables such as tempo, genre, familiarity or even volume and record how that changes the behavior of their everyday customers. This might take a bit of time to draw useful conclusions but the outcome is worth the effort. A slower soundtrack may encourage browsing. Higher energy playlists may suit peak hours. Shifts in genre and energy level throughout the day can reflect changes in customer demographics. Over time, these adjustments allow businesses to identify patterns that support their specific environment and audience.

When music becomes part of a structured system, everything compounds into a consistent atmosphere tailored to what customers respond to and the results businesses expect. Services like Soundtrack provide licensed music catalogs, curated playlists and scheduling tools designed specifically for commercial environments.

When treated strategically, music becomes more than background noise. It becomes a flexible lever that businesses can continuously test and refine, shaping the atmosphere of their spaces while strengthening brand identity and encouraging customers to stay longer and return.

Improve your soundtrack

Looking for a music streaming service that helps your business find just the right sound? Soundtrack gives your business the tools to tailor your sound to your audience and time of day. Adjust the music you play and set schedules that respond to the changes in your business throughout the week.

Try Soundtrack free for 14 days and test out the possibilities.