The Power – Feb 2025
Introduction
In today’s competitive retail environment, creating a differentiable, memorable, and enjoyable shopping experience is crucial. The impact of well-known commercial music on people’s emotional experiences and shared memories is undeniable. Background music not only influences the mood and comfort of customers but also enhances the overall atmosphere for employees. This can lead to increased interaction between staff and customers, ultimately improving the customer experience and driving business growth.
Music360’S National Living Labs research conducted in Finland delved into the profound impact of music on both customers and staff within shopping centers. The study provides valuable insights into how tailored music playlists can enhance the overall shopping experience and drive commercial value.
The EU Music 360 Living Labs survey
EU-funded Music360 project launched this survey, initiated in Spring 2024, to explore the effects of music on customer and employee experiences in four Finnish major shopping centers, including Jumbo-Flamingo in Vantaa, Kaari in Helsinki, Ratina in Tampere, and Mylly in Raisio. The research aimed to understand how shopping center’s brand-aligned playlists compare to commonly used commonly used neutral music playlist in influencing the shopping environment.
Key findings from the study include:
- Enhanced Customer Experience: Positive customer experiences were significantly higher when music matched the shopping center’s brand identity. This alignment led to increased customer satisfaction and a greater likelihood of spending more money.
- Emotional Impact: Music that evoked feelings of happiness and excitement had a notable effect on customer behavior, particularly among younger demographics and those who identify with diverse gender identities.
- Employee Morale: Staff members also reported improved morale and job satisfaction when the background music was thoughtfully curated to fit the brand and environment.
Emotional Impact and Experience
Music’s ability to evoke emotions is well-documented. In retail settings, the right music can create a welcoming atmosphere, reduce stress, and enhance the overall shopping experience. The EU Music360 research highlights several key emotional impacts:
- Setting the Ideal Mood: Music helps regulate customers’ emotions, making them feel more relaxed and happier, which can lead to longer shopping durations and increased spending.
- Positive Associations: Customers who experience positive emotions while shopping are more likely to develop a favorable perception of the brand and return in the future.
- Staff Well-being: Employees working in environments with well-chosen music report higher levels of job satisfaction and productivity, contributing to a more positive workplace culture.
Commercial Value of Music
The commercial implications of these findings are significant. By strategically using music to enhance the shopping experience, retailers can achieve several benefits:
- Increased Sales: Positive emotional experiences lead to higher spending. The study found that 41% of customers spent more than planned when the music was well-aligned with the brand.
- Customer Loyalty: A memorable and enjoyable shopping experience fosters customer loyalty and encourages repeat visits.
- Brand Differentiation: Music can serve as a unique differentiator, helping brands stand out in a competitive market.
Conclusion
The EU Music360 Living Labs research underscores the transformative power of music in retail environments. Our findings indicate that tailored playlists can lead to spontaneous additional purchases, especially among friends shopping together. The right music can create a welcoming environment that encourages customers to stay longer and explore more, resulting in higher sales. By carefully curating music to align with brand identity and evoke positive emotions, retailers can significantly enhance both customer and employee experiences. This, in turn, drives commercial value, making music an indispensable tool in the modern retail strategy.
As we continue to explore the intersection of music, emotion, and commerce, it becomes clear that the right soundtrack can turn a simple shopping trip into a memorable and impactful experience.
Let’s embrace the power of music to create spaces that resonate with joy, positivity and commercial growth! 
More details about the survey can be found here (in Finnish): Kauppakeskustutkimus 2024 – Musiikkiluvat
If you are interested to learn more about versatile ways of using commercial music successfully to grow your business or enhance dwell-time at store of office setup, you can download our free “ABC of background music” guide here: https://www.musiikkiluvat.fi/uploads/2025/01/taustamusiikki_abc.pdf
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Here are some links to publications of local media in Finland
https://www.vantaansanomat.fi/paikalliset/8248794
https://www.lansivayla.fi/paikalliset/8245246
https://www.rannikkoseutu.fi/elamanmeno/art-2000010993988.html
https://www.epressi.com/tiedotteet/kauppa/tutkimus-brandiin-sopiva-meneva-musiikki-parantaa-kauppakeskuksen-asiakaskokemusta.html
https://www.helsinginuutiset.fi/paikalliset/8243869
Music360 