The art and science of the grocery store soundtrack
It can go almost unnoticed, but in grocery retail, music isn’t just filling the silence. From upbeat playlists in quick-stops to softer soundtracks in specialty stores, music helps to shape the shopping experience—influencing to some degree mood, comfort, pace and perception.
As grocers vie for consumer dollars, could a well-curated soundtrack be another way to build loyalty, encourage dwell time and differentiate from the competition?
“Music is a powerful psychological tool,” says Anne Potter, manager, music design and messaging at Stingray Business, which supplies retailers with in-store audio and advertising programs. “We know that consumers who enjoy the music associated with brands will view that brand more positively, which will make them more likely to buy the product or service.”
More specifically, Potter says, research shows that tempo and genre can directly impact dwell time. “Slower, melodic tracks can encourage shoppers to linger in aisles, potentially increasing basket size, while upbeat, rhythmic music can help manage traffic flow during peak hours and diversify the types of selections and purchases being made.”
Most grocers use licensed, centrally managed music services, with playlists selected to align with the banner’s brand, target customers or suit time of day and desired atmosphere, says Sylvain Charlebois, professor in food distribution policy and senior director at the Agri-Food Analytics Lab at Dalhousie University in Halifax.
Charlebois also notes there is evidence music can influence shopping behaviour—though perhaps not in the hyper-specific ways some might imagine.
“There is a correlation, but it is not that granular,” he says. “The best-known research shows tempo matters: Slower music can slow shoppers down and may increase browsing and spending. But no serious evidence suggests, for example, that ’90s music makes people buy Pop-Tarts. Mood, familiarity, tempo and volume matter more than specific songs.”
Music strategies can also vary significantly depending on banner positioning. “Premium banners may use softer, more curated music to create a relaxed, higher-service feel,” says Charlebois. “Discount banners often keep music minimal, generic or absent to reinforce efficiency and cost discipline. Aldi, for example, has publicly said it avoids music partly to reduce costs.” (In 2020, Loblaw’s No Frills took matters into its own hands with the release of its grocery-themed hip-hop album, Haulin’ State of Mind.)
Demographics and geography can also shape playlist decisions. Urban stores may lean toward contemporary or multicultural music mixes, while suburban or rural stores might favour more familiar, broad-appeal selections, he says.
“The goal is usually not to excite shoppers, and to avoid irritating them,” says Charlebois.
That largely reflects the approach of Vancouver Island’s Country Grocer, where stores use a company-approved music channel featuring a mix of newer and older songs across a range of family friendly genres.
“In general, this was selected for being business appropriate,” says Shaun Erdei, manager at Country Grocer’s Royal Oak store in the Greater Victoria Area. “Popular enough for recognition but nothing questionable that would offend a large segment of your shoppers.” He adds that nostalgia does well, especially songs that were popular when today’s young-family parents were young.
At the same time, Erdei notes, different shoppers also respond to music differently. “Some customers appreciate hearing a good song that brings about a particular memory or feeling,” he says. “Others do not like what’s playing. Typically, the elderly find things to be too noisy or loud.”
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But overall, at Country Grocer, the impact of music tends to be subtle.
“Having been in the industry for a few decades, I would not say that I have seen too much of an effect towards mood, pace or length of shop,” Erdei says. “A good song may keep someone distracted enough or relaxed and comfortable to slow their pace down and enjoy things. That could end right after the song plays out, however.”
At Vince's Market, which has four Ontario stores, the approach to music is relatively straightforward. Stores generally run the same music program across locations, featuring “pop/rock favourites from 90s-to-current,” with holiday music added during the Christmas season, says president Giancarlo Trimarchi. Factors influencing music selection include “management’s preferences, time of year (seasonal), customer feedback and team member feedback.”
Rather than carefully tailoring playlists by demographic or time of day, Vince’s Market keeps the focus on creating a familiar and upbeat environment, he says, “with lively, fun and songs you recognize and can sing along to.”
Trimarchi says Vince’s Market does not actively monitor whether music influences shopper pace, mood or time spent in-store. “It’s a component that should be consistent, but not an active part of our brand identity,” he says.
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Balancing musical likes and dislikes extends to employees as well.
“It’s integral to find the sweet spot between homing in on the brand sound and reducing repetition that can aggravate the hard-working employees,” says Potter. “It is, after all, those very employees who are helping to set the tone for the shopper in concert with the music.”
Not surprisingly, at Country Grocer, most feedback about music comes not from customers, but from staff, who spend long hours in the environment.
As for customer feedback, says Erdei, it is fairly predictable: “It’s too loud/they don’t like it; or the Christmas tunes,” says Erdei. “Most of the time, the auditory stimulation appears to be in the background for most, and the visuals tend to dominate.”
Still, retailers continue to see music as part of the broader in-store atmosphere.
“Music is part of retail theatre,” says Charlebois. “It helps set pace, mood and brand identity. But it is subtle. Bad music can annoy shoppers and staff; good music almost disappears into the shopping experience.”
Building the grocery playlist
There are many considerations when choosing or curating in-store music, notes Stingray Business. The company names several key variables:
- Brand archetype: Who is the shopper? What is the desired feeling the shopper should be leaving with?
- Energy: Does the store aim to drive high-traffic efficiency or encourage a more relaxed, extended shopping experience?
- Lyrical standards: Ensure the content of each song is always appropriate for a family-friendly grocery environment.
- Dayparting: Dayparting ensures that different times of day and different levels of foot traffic are represented musically, such as increasing song energy at the busiest shopping times, or gearing music to retirees early in the day.
