Why the Right Background Music Matters for Your Business

When customers step into your business, the first things they notice aren’t always visual. 

The atmosphere, the sounds, scents and general feel, shapes their first impression just as much as décor or customer service. One key part of this is the background music you choose.

Music sets the tone for your space, but if it doesn’t match the mood or concept of your business, it can end up creating confusion, distraction or even discomfort for customers.

Why Music Choice Matters

It shapes customer experience: People often associate music with emotion. Gentle, ambient tunes can create a calm and welcoming environment, while upbeat tracks can energise a space.

It influences behaviour: Studies have shown that background music can impact how long customers stay, how much they spend, and how positively they view the business.

It reflects your brand identity: Just like your logo, colour scheme, and customer service, the music you play is part of your brand.

When the Music Doesn’t Fit

I once visited a traditional Indian restaurant that was serving some incredible food, rich curries, freshly baked naan, fragrant spices filling the air. The décor was beautiful, clearly designed to reflect Indian heritage.

But in the background, instead of traditional Indian music or even subtle instrumental tracks, the speakers were playing The Beatles. Don’t get me wrong, I love The Beatles. But in that setting, it felt out of place. The music clashed with the carefully designed atmosphere and slightly took away from the immersive experience the restaurant was clearly aiming for.

This wasn’t a deal-breaker, of course, the food was still excellent, but it was a reminder of how music can either enhance or disrupt the overall ambience.

Tips for Choosing Suitable Music

Match the theme of your business: A spa might benefit from calming instrumental music, while a trendy café could thrive with lo-fi beats or soft jazz.

Think about your customers: What age group or demographic are you serving? What kind of music would they find comfortable and enjoyable?

Keep it consistent: Avoid jarring shifts in style or volume. A smooth, carefully curated playlist helps maintain atmosphere.

Consider the volume: Too loud, and it’s intrusive; too soft, and it disappears into background noise without impact.

Legal and licensing matters: Ensure you’re using music legally, with the correct public performance licences.

Background music shouldn’t be an afterthought, it’s an essential part of the customer experience. The right soundtrack can elevate your business, make your brand more memorable, and encourage people to stay longer.

So, whether you’re running a restaurant, shop, café or salon, take the time to ensure your music is not only suitable, but also a seamless part of your brand story.

Are Your Business Premises Too Noisy? How Loud Music Affects Customers and Staff

Music can set the tone in a retail or hospitality environment. It can energise a space, create atmosphere, and even influence buying behaviour. 

But there’s a fine line between ambient background sound and overwhelming noise — and many businesses are getting it wrong.

When Music Becomes a Problem

What’s intended as a positive customer experience can quickly turn negative if the volume is too high or the music is too intrusive. 

This doesn’t just apply to retail stores, but also cafés, salons, gyms, restaurants, and even office spaces.

Loud music can:

Make conversation difficult

Overstimulate the senses

Increase stress levels

Reduce the comfort and dwell time of customers

Affect concentration and productivity for staff

For people who are neurodiverse — including those with autism, ADHD, sensory processing differences, or anxiety disorders — a noisy environment can be overwhelming, exhausting, or even unwelcoming. The same goes for people with hearing impairments or older customers who may struggle with background noise.

Are You Losing Customers Without Realising?

Think about it: how many people might walk into your premises, feel instantly uncomfortable due to the noise, and quietly walk out again without saying a word? They may never return, and you may never know why.

In competitive sectors, especially hospitality and retail, this could be costing your business repeat visits and positive word of mouth.

Time for a Sound Check

If you're wondering whether your business might be too loud, here are a few things to consider:

Ask for honest feedback from staff and regular customers.

Walk through your space at different times of day and at different volume levels.

Consider decibel levels – generally, 60–70 dB is considered moderate and acceptable for most public spaces.

Think about your audience – do you cater to families, older adults, or a more relaxed demographic?

Small Changes, Big Difference

Reducing the volume doesn’t mean losing your brand identity. You can still play music that suits your business style, just at a level that respects everyone in the space. Alternatively, consider having music-free times during quieter hours or offering low-sensory shopping periods.

You might even discover that a calmer atmosphere leads to longer visits, more thoughtful purchases, and happier staff.

Inclusivity Is Good Business

Creating a sensory-considerate environment is not just about ticking a diversity and inclusion box. It’s about building a space where more people feel welcome — and that’s good for business, reputation, and community engagement.

So next time you’re adjusting your playlist, take a moment to consider the volume. A small turn of the dial could make a world of difference.

Sound Advice for Better Business Spaces

Tip 1:

Loud music isn’t always good for business. If customers rush in and out, it might be the noise — not your products — pushing them away.

Tip 2:

Neurodiverse customers often experience sensory overload in loud environments. A quieter space is a more inclusive space.

Tip 3:

Ask your staff if the background music helps or hinders their work. You might be surprised by how many find it distracting.

Tip 4:

Turn it down a notch. Background music should blend in, not take centre stage.

Tip 5:

Consider having “quiet hours” during the day – perfect for customers who prefer a calmer shopping or dining experience.

Tip 6:

Not all sound is bad — gentle, low-volume music can create a relaxed atmosphere that encourages customers to linger.

Tip 7:

High noise levels increase stress for everyone — including your team. A calm workspace = better morale and productivity.

Tip 8:

Test your sound system by having a normal conversation. If you’re shouting to be heard, it’s too loud.

Tip 9:

Low-sensory environments aren't just considerate — they’re also good for customer retention and word of mouth.

Tip 10:

Silence can be golden. Don’t be afraid to go music-free for part of the day and see how it affects the vibe.

Do your premises have the Arghhhh factor? Are you chasing your customers away?

Study illustrates the danger of retailers leaving the sound of their brand to chance.

Apparently half of Britain's shoppers have left a store because they were annoyed by the music. This is the result of a study carried out by Immedia Plc, which develops music strategies for retailers.

The findings illustrate the danger High Street brands face by not developing a suitable 'sound' for their brand.

1,000+ shoppers were asked both about their attitude to in-store music, and about how music affects them psychologically and emotionally.

Key results are as follows:

* Three-quarters of shoppers (73%) will notice the music playing in-store

* Out of those that do, 40% will stay longer in a shop if they feel the music is well chosen for the environment. Conversely, 40% will spend less time there if they feel the music isn't suitable

* In fact, 49% of all shoppers said they have stayed longer in shops because they like the music vs 45% that don't

* Excluding don't knows, half of all shoppers say they left a shop because they didn't like what was playing or because it was annoying

* Overall, a quarter of shoppers (23%) say they would be less likely to return to a retailer if they don't like the music it plays

Commenting on the results, Immedia Plc CEO Bruno Brookes said: "Brands currently spend upwards of £25 billion a year on visual point of sale material, that's according to the Institute of Sales Promotion).

"However, while the retail, hospitality and FMCG industries take great care in thinking about what customers see, nowhere near the same investment goes into optimising what they hear.

"In fact, audio is the single most effective way to capture the attention and imagination of people who are on the move inside your shop or restaurant. This is supported by numerous scientific studies that demonstrate how an effective music strategy does everything from improve staff morale to enhance the customer experience, to, crucially, increasing sales.

"Especially given the challenging economic environment, it is important to optimise every element of a customer's sensory experience. As a result, we are working with an increasing number of high street names who want the competitive edge that a well thought out music and sound strategy will give them."

According to Immedia's scientific advisor Dr Vicky Williamson: “Music can profoundly affect our mood, emotions and energy levels. Studies have shown that we naturally exploit these effects everyday by using music to optimise our state of mind.This new survey demonstrates how similarly important ‘background music’ is to our shopping experiences. Music is no less powerful just because it is chosen by someone else.

“In specific terms, in-store music should be chosen with care and attention to the brand or product identity. Studies have shown that a poor degree of fit between brand and music can result in negative customer feedback, lower sales, and fewer customer referrals.

“Capitalising on the general effects of music will only get you so far in boosting a shopping experience. Maximising the positive impact of in-store music requires an understanding of how to match sound and brand.”

To highlight the impact sound has on UK shoppers, Immedia has today launched a new 'Sound of Your Brand' website (www.immediaplc.com).

This includes a blog about retail engagement and music psychology, links to research about music in retail, and a music-themed social area where consumers are invited to engage with Immedia.

(EDITOR: And in my experience as a retail expert (being shopping for more years than I care to remember!) any music that is too loud in a shop is a bad choice.)