How audio branding in retail really works

You might not have studied music, but you’re most likely still leading your business like a conductor. Every day, you bring together different teams, processes, and priorities - making sure they all work in sync. Like an orchestra, it’s your role to set the pace, balance the parts, and create a smooth, effective performance your customers can feel.

What is Audio branding?

Audio branding is the strategy of sound. Curated music, jingles, themes, and sound effects all form a part of the audio branding world. 

Role/importance of branding with music

Audio branding - sometimes called sonic branding - the music you choose to play, when you choose to play it and the quality of the sound - is vital to a healthy bottom line and the in-store experience it’s often worth bringing in an expert. The benefits of using music can be much more effective than you realise. 

“Custom soundtracks need to reflect the identity and goals of a network or a business. This includes genre balancing, energy control, dayparting - which is changing music throughout the day -  and updates for seasons or campaigns. Playlists can be curated by music professionals, not algorithms, which makes for consistency and protects the brand,” said Nikki Wishart - Music Curator from QSIC, in-store audio experts. 

In-store music isn’t just background noise - it’s part of the environment and can directly shape how people feel, how long they stay, and what they’re likely to buy. When curated intentionally, music can reinforce brand identity, set the right pace and mood, and help create a more memorable and positive experience.

QSIC is one of many background music suppliers who play the role of ‘conductor’ operating in Australia. Their expertise niche is in retail, convenience and quick service restaurants. QSIC is successfully deployed in over 5,000 locations across the Asia-Pacific region. These venues not only have curated music supplied to them, but also receive a bundled OneMusic licence, granting them legal permission to play copyright-protected music.  

QSIC’s tips for retail and QSR 

1. Understand your brand — not just how it looks, but how it feels, what it stands for, and who it’s speaking to. Music has to align with the broader brand identity and support the mood or behaviour you’re trying to encourage in-store.
2. What is your target demographic? What’s the store layout? What impact do trading hours have? What is your staff profile? What’s worked (or hasn’t worked) in the past? How do you want the space to feel at different times of day?
3. Develop your music strategy – a background music supplier will do this for you, you can see why they provide immense value.
4. Once your music is live, monitor performance, gather feedback, and refine the mix as needed. It’s not a set-and-forget approach! Adjust to keep it fresh and aligned with your business as it evolves. Watch Google Reviews and Trip Advisor for mentions of your music! 

There is a difference between a music supplier and a music licence 

“Music licensing is a fundamental part of our work at QSIC. When music is played in commercial environments - whether it’s retail, hospitality, or any other public space - it qualifies as a public performance and requires appropriate licences. Licence fees ensure the rights holders behind the music are fairly compensated. 

“For us, licensing is not just a compliance requirement — it’s a way of supporting the entire music ecosystem. Many of us come from the music industry and understand how critical performance royalties are to the livelihood of artists, songwriters, and rights holders. 

“This approach also shapes our curation. We work only with music that is cleared for commercial use and ensure that every track in our playlists is legally licensed. It’s a careful balance of delivering a great experience for the customer while upholding the integrity of the industry.” said Wishart.

With more than 30 stores nationwide, Quick Service Restaurant El Jannah understands that consistency across their expanding network was key, 

We’ve seen a 25% uplift in guest experience metrics since bringing on a background music supplier. Music sets the tone the moment a guest walks into our restaurants.… the same vibe, the same energy, no matter where you are. It's more than just background music; it's a motivator for our staff and an enhancer for the customer experience.”

-Tyler Mason - Head of IT & PMO, QSIC client. 

“We’ve elevated the in-store experience, created a deeper connection with our customers and built a more intelligent platform for brands to engage." said Mia Horner, GM Customer Loyalty - Coles Liquor Group, client of QSIC.  

Music is more than ambience 

Nikki says: “Background music in a commercial setting is more than just ambience - it’s a strategic tool that can influence customer behaviour, reinforce brand identity, and shape the overall in-store experience. Managing music effectively in-house can be both time-consuming and technically demanding."

Making data-driven music choices 

“A professional background music curation service addresses these challenges by providing a tailored, data-informed solution. Rather than relying on generic playlists or staff preferences, curated music is selected to align with the brand’s tone or persona, target audience, and business objectives. This includes careful consideration of genre, tempo, energy levels, and lyrical content, as well as how those elements shift across the day, week, or season. 

• When store staff have influence over the music selection, overall sales drop by 6% (see 78-week study from Sweden (Daunfeldt et al., 2021)
• In women’s fashion stores, the decline was 11%. [The issue wasn’t that the music was “bad,” but that it was chosen for personal enjoyment rather than the customer experience]. 

Musical variety is key 

“Curation also introduces structure and variety. Without regular updates, playlists can become repetitive or disengaging for both customers and staff. A dedicated service ensures music remains fresh and relevant, incorporating seasonal themes, product campaigns, or even time-of-day adjustments through dayparting — which can help influence customer flow and pacing in-store. 

Managing music licensing needs and ensuring music creators get paid

Some background music suppliers manage the licensing requirements associated with commercial music use.  

“All QSIC tracks are cleared for public performance, and at QSIC, each play is tracked using ISRC codes — the unique identifier for every song. This allows for precise reporting to rights organisations and ensures royalties are distributed fairly to the appropriate artists and rights holders. 

“By outsourcing music to a professional provider, businesses can reduce their internal workload, maintain brand consistency, and use music more intentionally as part of their retail strategy — all while remaining fully compliant and supporting the broader music industry. 

Data supports Australian music industry  

As well as capturing and supplying playlist data for licensing body OneMusic , “as curators, we actively seek out great music - especially Australian content - and find opportunities to feature it across our network of retail and hospitality clients. For many artists, this means exposure to new audiences and access to performance royalties that might otherwise be missed. At its core, we’re built to serve both sides - delivering value for businesses while helping to create a more sustainable future for music creators,“ said Nikki. 

For more information on how a music supplier can help your business, check out QSIC online.