What Customers Really Think About In-Store Music & Ads

Walk into any supermarket, boutique, or café and more often than not you’ll hear it: music floating through the aisles, ads sneaking in between songs, and maybe even a cheerful voice reminding you about today’s “buy one, take one” deal.

But here’s the question: do shoppers actually like it? Or are they secretly rolling their eyes and hurrying out the door?

Turns out, researchers have been digging into this — and shoppers do have opinions. Here’s what studies reveal about what customers really say about in-store music and ads.

What Customers Said in Our Survey

To gain deeper insight into the impact of in-store radio on shopping behavior, we partnered with two of our clients to conduct a survey of 100 shoppers. The study aimed to measure both emotional responses and purchasing decisions influenced by in-store audio. The findings provide a clear view of how music and ads shape the overall customer experience.

• 61% said the store’s music made them feel “very much” or “completely upbeat” during their visit.

• 66% said they “very much” or “completely liked” the music selection.

  
  

That’s not just background noise — that’s the soundtrack actively shaping customer mood.

Shoppers also left comments that gave us a peek into their tastes:

Takeaway: Customers don’t just notice the playlist — they connect with it emotionally. When the music matches their vibe (whether it’s K-Pop, modern pop, or upbeat dance tracks), it makes the store feel more alive and the experience more enjoyable.

Meanwhile, when asked about the impact of in-store radio ads, most customers shared that they ended up purchasing a product they heard promoted — proving it to be an effective trigger for impulse buying.”

What Scholarly Research Says

While in-store audio can be a powerful and modern marketing tool, it’s equally important to be mindful of how it’s used. Research from around the world shows that its impact depends heavily on execution. Here are some key factors to keep in mind:

A UK survey revealed that nearly half of shoppers have actually left a store because the music irritated them. Bad music choices don’t just dampen the mood — they can directly cost sales.

Music that’s too loud stresses customers, while overly repetitive playlists bore them. Both scenarios shorten store visits and reduce spending potential. A pleasant atmosphere can quickly become uncomfortable if sound isn’t managed well, according to a study done in Istanbul.

A single “Top Hits” playlist may energize younger shoppers, but it can just as easily alienate older or more diverse audiences. Research shows that tailoring playlists to match customer demographics and store identity is essential. Diversity and rotation keep the atmosphere fresh and welcoming.

In-Store Ads This Ber Season

This Ber season, in-store ads can be especially powerful in capturing shoppers’ attention when they’re most eager to spend. The festive atmosphere heightens emotions, making customers more receptive to both music and promotions. But as studies show, effectiveness always comes down to execution — the right message, at the right time, with the right tone. That’s where professional curation and strategy make all the difference.

Partner with Marico Advertising to craft in-store campaigns that not only set the mood but also drive real results this holiday season.