Audio branding – sometimes called sonic branding – the music you choose to play, when you choose to play it and the quality of the sound – is vital to a healthy bottom line and the in-store experience.
When curated intentionally, music can reinforce brand identity, set the right pace and mood, and help create a more memorable and positive experience, explains Nikki Wishart – music curator from in-store audio experts QSIC which supplies music for major retailers.
“Custom soundtracks need to reflect the identity and goals of a network or a business. This includes genre balancing, energy control, dayparting – which is changing music throughout the day – and updates for seasons or campaigns. Playlists can be curated by music professionals, not algorithms, which makes for consistency and protects the brand,” Wishart says.
Tyler Mason, head of IT & PMO at El Jannah, has seen the impact of consistency across the QSR network.
“We’ve seen a 25 per cent uplift in guest experience metrics since bringing on a background music supplier. Music sets the tone the moment a guest walks into our restaurants.… the same vibe, the same energy, no matter where you are. It’s more than just background music; it’s a motivator for our staff and an enhancer for the customer experience,” Mason says.
In contrast, overall sales can drop by 6 per cent when store staff have influence over the music selection, according to a study in Sweden (Daunfeldt et al., 2021).
There is a difference between a music supplier and a music licence
Some background music suppliers manage the licensing requirements associated with commercial music use. QSIC captures and supplies playlist data for licensing body OneMusic.
“Music licensing is a fundamental part of our work at QSIC,” Wishart says.
“By outsourcing music to a professional provider, businesses can reduce their internal workload, maintain brand consistency, and use music more intentionally as part of their retail strategy.
Audio tips for retail and QSR
1. Understand your brand — not just how it looks, but how it feels, what it stands for, and who it’s speaking to. Music has to align with the broader brand identity and support the mood or behaviour you’re trying to encourage in-store.
2. What is your target demographic? What’s the store layout? What impact do trading hours have? What is your staff profile? What’s worked (or hasn’t worked) in the past? How do you want the space to feel at different times of day?
3. Develop your music strategy – a background music supplier will do this for you, you can see why they provide immense value.
4. Once your music is live, monitor performance, gather feedback, and refine the mix as needed. It’s not a set-and-forget approach! Adjust to keep it fresh and aligned with your business as it evolves. Watch Google Reviews and TripAdvisor for mentions of your music.
