Background music that aligns with the brand and target audience leads to higher sales, more impulse purchases, and stronger brand loyalty. This is evident from research by the Music360 project, led by Jaap Gordijn at Vrije Universiteit Amsterdam.
Through experiments in shops, cafes, and restaurants in five European countries, Music360 investigated the effect of tempo, familiarity, and connection to music on the behavior and experience of both customers and employees. The conclusion: music works, provided it's applied thoughtfully and tailored to the context. For example, music increased customer return visits, and employee satisfaction increased when music aligned with their tasks. Furthermore, live music during hospital treatments was shown to help with pain perception, anxiety, and well-being. As can also be seen in this infographic.
Music as part of brand strategy
Background music is often an underutilized tool, but those who invest in it will quickly see results. Hospitality and retail businesses can start by incorporating music into their brand strategy. This means investing in professionally curating playlists that align with their brand, target audience, and the time of day. Well-trained, local teams can then adjust the music based on customer feedback.
“Music isn't an afterthought, but a key strategic tool,” concludes Jaap Gordijn. “Those who use it thoughtfully can increase revenue, improve employee performance, and create an unforgettable customer experience.”
Results by country
- Netherlands: Slower pace leads to higher sales in stores
In 140 Dutch stores, slower music led to more purchases and increased spending among regular customers. Slow music also improved the mood in the workplace and led to greater focus during long shifts. - Finland: Recognizable music encourages impulse purchases
41% of customers made more spontaneous purchases when music was playing in stores. In addition, recognizable music led to 12% sales growth and improved customer satisfaction. - Ireland: Live music drives more business in the hospitality industry
In cafes and restaurants, live music increased customer footfall, lengthened customer stays, and led to more repeat visits. Local control over playlists increased employee engagement and customer satisfaction. - Spain: Cultural music strengthens brand loyalty
In supermarkets and at festivals, cultural music evoked positive emotions such as nostalgia, excitement, and joy. Singing in the local language strengthened the emotional connection with the brand.