40% of shoppers walk out over music: new research reveals the hidden revenue lever retailers are missing

The wrong soundtrack is actively driving customers out the door of Australian businesses, according to a new study released by OneMusic.

The new research has revealed a powerful (and often overlooked) driver of retail performance - in-store music. But the good news is, the right soundtrack can increase dwell time, spending and brand loyalty.

Surveying 1,250 consumers across Australia and Aotearoa New Zealand, the study revealed that music is far more than background noise. It actively shapes customer behaviour, influencing how long people stay, how much they spend, and whether they return.

"This isn't about taste — it's about business performance," said OneMusic Director, Karen Holmes. "Music is a controllable, low-cost lever that directly impacts customer experience and revenue. In 2026, a business needs to create strong experiences to bring customers in-store. This new research confirms the effectiveness of the music playlist to connect with customers and create a tangible experience."

Australian Fashion Designer and Boutique Owner Megan Park agrees: "It's more important now than ever for bricks and mortar retailers to create an experience and keep that fresh. My approach to my stores is the same. I think about the whole process of shopping, senses need to be engaged. Music is vital to the whole sensory experience in retail, as much as the scent of the store, interior design and lighting, and the tactile displays and merchandising need to make a statement."

Playbook to make the most of the music

Customers expect music to align with a brand’s overall identity. Mismatched music makes brands feel ‘disconnected’ or ‘unprofessional’ to over 40% of customers.

Younger consumers are particularly sensitive, with Gen Z and Millennials treating the playlist as part of the overall brand experience. Up to 75% say they can detect generic or “stock” music, associating it with lower quality or authenticity.

Importantly, the absence of music is not a safe fallback. Consumers in both markets describe silent retail environments as “awkward” and “unfinished”.

The research concludes that retailers who treat music strategically – aligning genre, managing volume, and prioritising authenticity – can unlock a “dwell time dividend” that translates into increased browsing, higher spend, and stronger loyalty.

Hundreds of businesses that are licensed with OneMusic, including retailers are fitted with an Audoo Audio Meter; which is a small plug-in device that recognises the music you play. It uses state of the art technology to fingerprint songs, and that data is securely sent to APRA AMCOS and PPCA. The data plays a role in helping the creators of the music you play get their royalties paid.

The Audoo data shows that Australian retailers are mostly playing contemporary pop chart toppers.

Australian businesses are invited to complete OneMusic’s Sound Score Quiz, to check if they are missing an opportunity to win customers over and read the full report for free.

TAKE THE QUIZ