Ride the rhythm – November 2025
What if the secret to happier staff and better customer service in retail wasn’t a new training program or a fancy incentive—but simply the tempo of the music playing in the store?
Within the Music360 project, a team of researchers from VU Amsterdam—Dr. Fabienne Krywuczky, Prof. Dr. Mirella Kleijnen, Dr. Ingmar Leijen, and Prof. Dr. Peeter Verlegh—set out to investigate how background music tempo affects both shoppers and staff across 140 stores in the Netherlands.
The Experiment: Beyond Sales Numbers
Previous studies hinted that slow music could boost sales, but results were inconsistent and often overlooked the impact on employees. This new research took a broader approach:
- Stores were assigned slow, medium, or fast music playlists for six weeks.
- Both sales data and employee surveys were collected.
- The study focused on real-world conditions, with genres like jazz, lounge, and dance representing different tempos.
Surprising Results
Contrary to earlier findings, the tempo of background music did not affect overall store turnover. Even after controlling for store type and previous sales, the numbers did not significantly change. So, does music tempo matter at all?
The Human Factor: Staff Well-being
Here’s where the story gets interesting. Employees exposed to slower music reported:
- Higher job satisfaction
- Better mood (“more at ease, less nervous or tired”)
- More positive anticipation of customer emotions
These effects were not due to staff noticing or liking the music more, most weren’t even aware of the difference. Instead, slower tempos subtly made staff feel more comfortable and positive throughout their shifts.
Why Does This Matter?
Retail staff spend hours in the store environment, exposed to background music all day. Their mood and satisfaction directly influence customer service and, ultimately, customer loyalty. By simply adjusting the tempo of in-store music, retailers can create a more pleasant workplace, without risking sales.
Practical Takeaways
- Music tempo is a simple, low-cost tool to improve workplace atmosphere.
- Slower music can boost employee well-being and job satisfaction.
- Happier staff can lead to better customer experiences and loyalty.
- There are limits: extremely slow tempos may not be ideal, but moderate slow music (around 80–100 BPM) works best.
Conclusion
The next time you walk into a store, pay attention to the music. It might not make you buy more, but it could make the staff happier and that’s a win for everyone.
Music360 