Take Control of Your Speakers: Why Sound Is the Untapped Superpower in Retail
By Doug Marshall, CEO & Founder of Altaura
Featuring Jasmine Moradi, Founder of SpaceSonology
Former Head of Research at Soundtrack Your Brand
We’ve Spent Centuries Designing for the Eyes.
We’ve scientifically proven the enormous power of in-store music. But what does the future of sound in spaces look like?
To explore this question, I sat down with Jasmine Moradi, internationally recognized Behavioral Scientist and former Head of Research at Soundtrack Your Brand (SYB). Her groundbreaking studies have reshaped how we think about the role of music in customer experience—and more importantly, how it drives real business results.
Brand-Fit Music: Science, Strategy & 31.7% Sales Growth
Jasmine’s pioneering research focused on brand-fit background music—songs curated to reflect a brand’s core identity, values, and emotional tone. In a landmark study with fashion brand GANT, she asked:
“How does matching background music affect customer emotion, brand image, dwell time, and ultimately—sales?”
The results were crystal clear:
Sales increased by 31.7%
Customers stayed longer
Brand image strengthened
Customer satisfaction improved
In short, music wasn’t just a vibe. It was a strategic growth lever.
What Happens When Music Misses the Mark?
In another study, this time in the restaurant sector, Jasmine’s team asked:
“Does the presence and type of music affect restaurant KPIs?”
Again, the science was compelling:
Random or radio music lowered sales by up to 5%
Strategic, brand-fit music increased sales by 9.1%
Over 2 million transactions were analyzed over a 5-month period
Their conclusion: If the music doesn’t fit the brand, you’re better off playing nothing at all.
Why Brands Still Get Sound Wrong
Despite the data, Jasmine says most brands are still behind:
“Companies invest millions in visual identity programs, yet continue to play random background music in their stores.”
Why?
Lack of evidence-based tools
No real-time measurement
Few platforms to optimize sound for KPIs
But her research changed the conversation—and proved that sound strategy = sales strategy.
What the Future of Sound in Retail Looks Like
Jasmine believes it’s time for brands to wake up and catch up. Consumer behavior has already shifted:
TikTok, Twitch, Triller, and gaming platforms are redefining how we experience sound and emotion.
People are craving interactive, emotional, multi-sensory moments—even in brick-and-mortar spaces.
“I see the future as gamified, immersive, and entertainment-driven. Brands must treat physical stores as stages—where sound plays a starring role.”
What About Post-Pandemic Store Design?
Sound became even more important during the pandemic. Jasmine outlines how brands can use it to:
Match music tempo to space occupancy
Ease stress in queues with calm and rhythmic sounds
Fill empty space with sound that comforts, not overwhelms
Jasmine’s Top Takeaways for Brands
Take control of your speakers—random playlists are brand sabotage.
Curate your sound like your visuals—brand-fit music must reflect identity.
Educate your team—your staff should understand how sound drives perception.
Start measuring music—your speakers are silent influencers of behavior and sales.
Think of sound as strategy—not as background filler.