Survey: Music and other in-store media help store atmosphere 'stand out'
While a good deal may convince a consumer to make a purchase, a strong store atmosphere is important for a large number of consumers.
According to a new survey from in-store media provider Mood Media, 43% of shoppers say the atmosphere is what stands out most in their favorite stores. And an even greater percentage (63%) say in-store media catches their attention and strengthens their connection to a brand.
About a quarter (24%) say that in-store media frequently “engages them more deeply” and causes them to linger. Millennials and Gen Z tend to be more atmosphere-driven overall, as 32% say in-store media encourages them to browse longer. This is compared to 41% of baby boomers and Silent Generation shoppers who say it doesn’t affect their experience at all.
[READ MORE: Survey: Gen Alpha values 'hands-on' retail experiences]
“Atmosphere can be subtle, but it’s one of retail’s most accessible loyalty levers,” said Mood Media. “Unlike foot traffic or market conditions, atmosphere is something retailers can design and control, and it gives brands and retailers the opportunity to build deeper relationships with customers.”
Other findings from the Mood Media survey are below.
•Fashion and apparel retailers are leading the retail category when it comes to in-store media usage, with 53% of shoppers saying the category does in-store media well. Grocery stores (44%) and department stores (42%) also received positive feedback on in-store media usage in the survey.
•About 90% of shoppers say a store’s music, visuals and store design match their mood at least sometimes, including the 13% who say it always matches their mood. More than half (56%) of respondents find on-brand music and timely promotions to be the most useful in-store content.
•Over half of the respondents believe an engaging in-store moment was compelling enough to share, either on social media (19%) or in conversations with friends and family (44%). Younger generations are likely to talk about memorable experiences, as 50% share them with their circle, while 27% post about them online.
“Give shoppers something they can’t get online: an atmosphere worth returning for,” said Mood Media. “When your in-store media is aligned and intentional, it creates the kind of cohesive experience that keeps people coming back.”
For its report, Mood Media surveyed 1,000 U.S. adults in 2025, in partnership with Dynata.
