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Audio branding, also known as sonic branding, is about more than filling silence. It’s about choosing the right music, playing it at the right time, and ensuring high sound quality. In-store music directly influences customer mood, dwell time, and purchase behaviour.
When curated with intention, music supports brand identity, creates atmosphere, and elevates the customer experience — making expert guidance a valuable asset for retailers.
QSIC, one of Australia’s leading background music providers, focuses on retail, convenience, and quick-service restaurants. Its services reach more than 5,000 locations across the Asia-Pacific, supplying curated music and bundled OneMusic licences to ensure compliance with copyright requirements.
In an interview with RetailBiz, Nikki Wishart, music curator at QSIC, explained how music strategy has evolved into a powerful retail tool.
From background filler to retail asset
Wishart emphasised that soundtracks should reflect a business’s goals and identity. Building the right mix involves balancing genres, controlling energy, adjusting playlists by time of day, and refreshing them for seasons or campaigns.
“For example, a high-end boutique using sparse, moody tracks can signal exclusivity, while a discount retailer might choose upbeat, familiar hits to create energy and encourage quicker purchases. Music works hand-in-hand with visual design and customer service to create an environment people want to spend time in,” Wishart said.
She noted that retailers are moving away from a “just press play” mindset toward a deliberate, brand-aligned approach.
“This change has been driven partly by better technology, which allows music to be scheduled, tested, and analysed in the same way as visual merchandising or marketing campaigns, and partly by changing consumer expectations. Customers notice when the music feels considered, and they notice when it doesn’t.”
Emerging trends in retail music strategy
One trend gaining momentum is hyper-localisation, where playlists adapt to the store’s location, customer demographic, or even local events. Another is storytelling through sound— designing playlists that complement product launches, seasonal campaigns, or brand narratives.
“We’re also seeing brands use music partnerships to create a unique point of difference, such as featuring emerging local artists in their rotation. And importantly, retailers are now looking at data — dwell time, spend, or customer sentiment — before and after music changes,” Wishart said.
“The psychology is well documented. Tempo, key, and familiarity all influence how people behave in a space. A slower, more relaxed playlist might encourage people to linger in a café, while a brighter, more energetic set might increase table turnover during peak hours.”
She explained that music customers connect with personally can improve mood, making them more receptive to browsing and purchasing. But music can also be used strategically to reduce unwanted behaviour. Classical tracks, for example, are sometimes played in transport hubs or outside convenience stores to discourage loitering.
Different impacts across retail sectors
Wishart highlighted how music’s purpose varies by sector. In fashion, it’s often about identity and helping customers feel part of the brand’s world.
“During peak shopping times, faster tracks in the 110 to 130 BPM range can heighten energy and keep people moving, while off-peak playlists often drop closer to 90 to 100 BPM to encourage browsing.”
Supermarkets aim for calm and efficiency, adjusting tempos depending on whether it’s peak or off-peak shopping. Hospitality venues, meanwhile, shift playlists throughout the day —from slow, soothing tracks in the morning to more upbeat selections as the day progresses.
“Even within the same sector, brands fine-tune BPM and style differently depending on their demographic and the pace they want customers to move through the space,” Wishart said.
Reinforcing brand identity through music
In Wishart’s view, music can express a brand more directly than visuals. A well-planned strategy can even redefine brand identity.
“If a retail store is repositioning and/or rebranding by moving from fast fashion to more premium, music can be one of the most effective tools to signal that shift quickly. Introducing more niche, atmospheric tracks instead of mainstream pop can change perception almost overnight.”
But she cautioned that music misaligned with the brand can damage the customer experience.
“Imagine a luxury retailer playing over-compressed, high-energy EDM. It would undermine the brand’s premium feel. The way to avoid this is through a clear music brief tied directly to brand values, testing playlists before full rollout, and gathering feedback both from customers and staff who are in the environment every day.”
Music as part of a sensory brand experience
Wishart observed that the most effective retail environments integrate music with other sensory elements such as lighting, visuals, and layout.
“For example, a skincare brand might pair soft, ambient music with warm lighting and thoughtful visual displays to create a feeling of relaxation and trust. In hospitality, upbeat music combined with lighting and layout can set the energy for brunch or create a lively evening atmosphere.”
She pointed to Abercrombie & Fitch in the early 2000s as an early adopter of sensory branding, combining music with lighting, fragrance, and design to create a signature experience.
“What has changed now is that we can use [these] data to refine these strategies — tailoring music not only to brand identity but also to customer behaviour in real time.”
The next stage: data-driven and omnichannel
Looking ahead, Wishart sees music strategies becoming smarter and more integrated.
“We are moving toward smarter, data-driven music strategies where playlists adapt in real time to what is happening in the store. AI will help automate parts of this, but human curation will remain critical for authenticity and brand alignment,” she said.
She also expects more convergence between in-store and digital experiences, with retailers extending their soundtracks into apps, playlists, and branded events.
“The goal is to make the soundtrack a recognisable part of the brand ecosystem, so whether the customer is in a flagship store, browsing an app, or attending a pop-up, they are engaging with a consistent brand sound. This kind of integration turns music from an operational detail into a brand asset.”
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