How In-Store Music Influences Customer Behaviour in ANZ

Why It Matters

Music decisions translate into measurable revenue and reputation impacts, making sound strategy a core component of retail and hospitality experience design.

Key Takeaways

• 40% exit venues because of unsuitable music.
• Appropriate soundtrack extends dwell time, boosting purchase likelihood.
• Visible licensing improves perceived professionalism and trust.
• Volume control outweighs genre in shaping first impressions.
• Calm, welcoming soundscapes preferred over high‑energy tracks.

Pulse Analysis

Retailers and hospitality operators are increasingly treating in‑store audio as a strategic asset rather than background filler. The recent ANZ study, covering Australia and New Zealand, confirms that sound influences shopper behavior at a granular level—affecting how long customers linger, what they purchase, and how they evaluate a brand. While the research sampled 1,250 consumers across multiple sectors, its insights echo a broader industry shift toward experiential retail, where every sensory cue, including music, is calibrated to drive conversion.

One of the most actionable findings is the outsized role of volume and licensing compliance. Customers notice loudness instantly, and mis‑managed levels generate negative feedback faster than any mismatched genre. Moreover, visible proof of proper music licensing signals professionalism, especially to older demographics that associate unlicensed playlists with unfair practices. Operators should therefore invest in calibrated sound systems and clear licensing displays, aligning volume settings with the venue’s purpose while ensuring legal compliance becomes a brand‑building element.

Strategically, curating a calm, welcoming soundscape aligns with the majority preference across both markets, reserving high‑energy tracks for youth‑focused brands. Tailoring genre to category—classical for fine dining, ambient for wellness spaces, local pop for supermarkets—prevents the perception of inauthenticity. When integrated with visual merchandising and service design, a thoughtful music program can extend dwell time, increase average transaction value, and reinforce brand loyalty, delivering a clear ROI for operators seeking to differentiate in a competitive ANZ marketplace.