6 March 2026
Music complements visual merchandising, bringing sensory and emotional depth to create an immersive retail experience.
In 2026, visual merchandising may be something of a misnomer. It is not just about the visuals. As bricks-and-mortar retailers look to create experiences to bring customers in-store, concepts such as ‘experiential marketing’, ‘multi-sensory marketing’ or ‘sensory merchandising’ are trending. These approaches bring all senses into play, attracting customers looking for physical connection and tangible experiences.
Recent research by Inside Retail for OneMusic confirms that for retailers in Australia and Aotearoa New Zealand , well-considered music is an essential part of todays’ visual merchandising toolkit.
Visual merchandising describes the practices used to design retail spaces and present products to attract customers and encourage sales. As the name suggests, visual elements such as lighting, colour and physical layout are essential considerations. But visual merchandisers have long been aware that how a space feels to customers is about more than just colour and signage.
Creating an atmosphere relies on all the senses: textures, lighting, scent and sound. And the right music is also key.
As designer Megan Park puts it, “Music is vital to the whole sensory experience in retail, as is the scent of the store, the interior design and lighting needs to catch the eye, the tactile displays and merchandising need to make a statement. It’s more important now than ever for bricks and mortar retailers to create an experience and keep that fresh.”
When combined with visual merchandising, the right music adds depth and congruence to a customer’s experience. It can make spaces feel welcoming and comfortable, elevated and premium, or familiar and safe.
“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.” – Nikki Wishart , Music Curator at QSIC.
As US visual merchandisers OneDoor put it: "In a world overloaded with content, shoppers crave experiences that feel real, tactile and human."
Conversely silence, or the wrong music, can undermine visual merchandising’s effects. According to InsideRetail/OneMusic’s research customers mostly found that silence felt ‘odd’ or ‘flat ’. While misaligning music and branding feels discordant, and can seem incompetent or a sign of cutting corners.
There’s little doubt that music engages our whole brain. Language, tempo and pitch operate to affect our movement, memory, pain, and emotional centres.
The research is also clear that those effects can translate to a significant impact on customer behaviours. Studies the world over consistently find that the right in-store music selection can encourage shoppers in-store, keep them there longer , and increase sales.
OneMusic’s study in Australia and New Zealand supports these findings. Around 50% of customers said they had stayed longer when the music felt right, and more than 40% said they spend more when the music matches their mood and surroundings. On the other hand, 40% said they had walked out of a store because of the music playing .
An important qualifier is that generic stock tracks or royalty-free music are less likely produce the same emotional resonance as familiar music and known artists. Younger consumers in particular felt that stock tracks made for an inauthentic, poorer quality experience . And while younger demographics report stronger responses to music, the effects can be seen across all age groups.
Ringing the changes isn’t only about switching to Christmas carols on the first of November. Changing up the playlist might also offer another benefit for retailers’ bottom lines. Visual merchandisers report that sustainability and adaptability are increasingly important considerations . That means physical in-store elements need to last longer and work harder. Changing the soundtrack can help retailers change things up for a campaign or to fit the season without costly fit-out changes.
Selecting the right soundtrack layer involves more than just picking your favourite tracks. To make the most of your visual merchandising efforts and create the right mood for your customers, it’s worth thinking strategically.
Whether you engage a background music supplier to help you put together a playlist or you can curate your music yourself. Either way here are some tips to bear in mind:
To get the benefits of music to support your visual merchandising, you will need a public performance licence or other form of permission. Streaming services like YouTube and Spotify only permit personal, non-commercial use. Playing them in a business setting is generally a breach of their terms of service.
OneMusic simplifies the licensing process for customers. Formed in 2019, we are a joint initiative of musical performing rights associations APRA AMCOS and PPCA. We offer a single licence to cover rights and royalty payments for songwriters, composers, publishers, recording artists and record labels.
Adding the right musical soundtrack can add an essential layer to visual merchandising, helping create an experience to attract and engage customers.
Securing and displaying, a OneMusic licence lets your customers know that you’re supporting the artists who create the music they’re hearing in your business.
For more information about using music to complement your visual merchandising, or to find the right licence for your retail business, contact OneMusic today.
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Music
Public performance music licensing is where the owners of copyright in music grant permission for others to play their music in a public setting. In practice, music is publicly performed when played at retail stores, public events, like food and wine festivals, and in restaurants and bars, gyms, and dance schools.
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Fitness
Music
A penalty from a copyright infringement is not called a 'fine'. They are called 'Damages', but they still reflect costs a Court says a business has to pay for infringing. Businesses are often unaware they may be infringing copyright when playing music in their premises and, if a business plays music protected by copyright without permission, it can end in legal proceedings with thousands of dollars in damages payable by that business.
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