How can you use sound and music to create the right mood and ambiance for your store and products?

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Sound and music are powerful tools to influence the emotions, behaviors, and perceptions of your customers. They can help you create the right mood and ambiance for your store and products, enhancing your brand identity and customer experience. In this article, you will learn how to use sound and music effectively in your visual merchandising strategy, following some basic principles and tips.

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Vincentius S ( 黄平星)

It's done when done
Kathleen Jefferson

Lead Dispatcher at Retail Technology Group
Gemma Johnson

Senior Manager - Equality & Regional Engagement Programmes @ Small Business Britain | Maker & Founder @ It Started With…

1 Why sound and music matter

Sound and music can affect how your customers feel, think, and act in your store. They can evoke memories, emotions, and associations that relate to your products and brand. They can also influence the pace, duration, and direction of your customers' movements, as well as their attention, engagement, and satisfaction. By choosing the right sound and music for your store and products, you can create a positive and memorable impression, differentiate yourself from your competitors, and increase your sales and loyalty.

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Gemma Johnson

Senior Manager - Equality & Regional Engagement Programmes @ Small Business Britain | Maker & Founder @ It Started With a Stitch
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Oh this is so true. My shop is in a really lovely and quite upmarket arcade in the town centre and we have a varied customer base for sure. Recently, my Dad mentioned that he had a playlist that he’d created, so I told him we could play it in the shop. The response we get from customers when this playlist is on is noticeable. They sing along, they dance, they comment on how nice it is to hear ‘proper music, with words’ and it tends to make all age ranges happy. It’s a combination of songs from the 70’s and 80’s and I guess that they’re all now classics. It definitely does give the store an extra level of ‘feel good’ and it makes my Dad so happy when he sees or hears how people respond to it.

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2 How to choose the right sound and music

The right sound and music for your store and products depend on several factors, such as your target audience, your brand personality, your product category, your store layout, and your marketing goals. You need to consider what kind of mood and ambiance you want to create, what kind of emotions and associations you want to trigger, and what kind of actions and behaviors you want to encourage. You also need to match the sound and music with the visual elements of your store, such as the colors, lighting, displays, and signage. You can use different sound and music for different zones, seasons, or occasions, as long as they are consistent with your overall theme and message.

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Vincentius S ( 黄平星)

It's done when done
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To match the instore music or songs to be played in the store needs to relate to your customer "persona". Wrong music or song choise can ruin the shopping mood or even create some discomfort for your customer. If your customer is majority baby boomers, you might want to consider Evergreen Songs or POP song that were popular during that period.

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Emilie Miquelestorena

Je con?ois pour les marques inspirantes des points de vente inoubliables et performants | Consultante merchandising et expérience client - Formatrice LSA - Ex Maisons du Monde |
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Keep in mind that sound and music are two different elements. Music is often favored by brands because it has the advantage of immersing visitors in a world detached from reality, allowing them to be transported into stories that convey the brand's complex universe. However, music can be physically and emotionally exhausting, divisive, and must be adapted to the time of day. Conversely, sound has the power to immerse visitors in a more sensory and real-world experience, offering a softer and more subtle journey. Its downside is that it can become tiresome over time and often imposes a slower pace. Music and sound can complement themselves. Use them wisely

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3 How to measure the impact of sound and music

To evaluate the effectiveness of your sound and music choices, you need to measure the impact they have on your customers and your business. You can use various methods, such as surveys, interviews, observations, or analytics, to collect data and feedback from your customers and staff. You can also use metrics, such as foot traffic, dwell time, conversion rate, basket size, repeat visits, or customer satisfaction, to track the performance of your store and products. You should test and compare different sound and music options, and adjust them according to the results and feedback.

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4 How to avoid common mistakes with sound and music

Using sound and music correctly is essential for a successful business, however, there are some common mistakes to avoid. Playing sound and music that is too loud or soft can be distracting or cause customers to miss important information. Additionally, playing sound and music that is inappropriate or irrelevant for your store can damage your brand image. It is also important to ensure that the sound and music is not too repetitive or too diverse, as this can bore or overwhelm customers. Lastly, make sure the sound and music is in sync with the time of day, season, or occasion in order to create an experience that meets customer expectations.

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Kathleen Jefferson

Lead Dispatcher at Retail Technology Group
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Definitely agree that the holiday theme music as a retail employee for 20yrs was agonizing and till this day I refuse to play it myself. However I loved working when they played soft rock at the Sports store I worked. As well as the mix of pop, rock, and r&b they played when I worked at a mall in a department store in the Women's Junior Dept. It would motivate me to work and make my day pass easier.

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Gemma Johnson

Senior Manager - Equality & Regional Engagement Programmes @ Small Business Britain | Maker & Founder @ It Started With a Stitch
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You can’t beat a bit of seasonal music and I guess this can be sometimes controversial. Take Christmas music for example, I’m a firm believer in the Christmas tunes starting on the 1st of November. It’s just what I’m used to, and often the customers are ok with it, but staff having to listen to it for hours on end can start to get frustrated. We tend to have a range of festive playlists, so that there’s genre options even though they might be along the same theme. Not everyone appreciates the Bublé for a couple of months solid!

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Emilie Miquelestorena

Je con?ois pour les marques inspirantes des points de vente inoubliables et performants | Consultante merchandising et expérience client - Formatrice LSA - Ex Maisons du Monde |
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The broadcasting of sound and music should be anticipated from the very beginning of the store's design. The customer should be able to hear the sound throughout the store without being overwhelmed when they get too close to the speakers. Therefore, plan for enough speakers based on your store's size so that you don't have to turn up the volume too high for customers to hear. It's always better to have a music that's too low than too loud anyway.

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5 How to find inspiration and resources for sound and music

When looking for inspiration and resources for sound and music for your store and products, you can explore various sources that reflect your brand identity and values, such as those of competitors or industry leaders. Additionally, valuable insights from customers and staff, as well as access to sound and music libraries from suppliers or partners, can help you make decisions. Sound and music are essential components of visual merchandising strategy; when used wisely and creatively, they can create the right mood and ambiance for your store and products, while also improving customer experience and business results.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use sound and music to create the right mood and ambiance for your store and products?

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1 Why sound and music matter

2 How to choose the right sound and music

3 How to measure the impact of sound and music

4 How to avoid common mistakes with sound and music

5 How to find inspiration and resources for sound and music

6 Here’s what else to consider

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