The Cost of Repetition: Why Stale Playlists Drive Customers Away

Be honest, do you have the same music playlist in your stores all year long, only to be replaced during the holiday season?

While it may not seem like a big deal, repeating the same tunes may be harming the shopping experience.

This post explains how stale playlists could be hurting your business.

1. Customer Irritation

A study published in the Journal of Retailing by Hul, Dube, and Chebat (1997) examined how background music influences consumers’ reactions when waiting for services.

The study found that when consumers like the music, they experience a more positive emotional response to the wait and a stronger approach behavior toward the service organization.

But having the same playlist on repeat tends to become annoying, which could lead to a negative emotional response.

Source: https://www.sciencedirect.com/science/article/abs/pii/S0022435997900166

2. Loss of Engagement

Fresh and varied music helps create a dynamic atmosphere that holds customer interest.

When shoppers hear different tracks throughout their visit, they tend to stay longer and interact more with the merchandise.

A study from 2000 found that customers actually spent more time in stores where unfamiliar music was played.

The researchers suggested that when a well-known song is on, shoppers tend to focus on the track itself rather than exploring the store’s offerings.

As a result, business owners might benefit from avoiding the most mainstream hits—even in popular genres like hip hop or country.

Instead, mixing up your playlist by curating a selection of lesser-known tracks that resonate with your brand personality can introduce customers to new favorites and foster more engagement with your store's products.

Source: https://www.sciencedirect.com/science/article/abs/pii/S014829639900003X

3. Lack of Data on playlist

Tailoring your in‑store playlist based on real customer feedback and sales data ensures that the music aligns with your brand and shopper preferences.

An ever evolving audio strategy reinforces brand identity and drives repeat visits.

In the study “An Upbeat Crowd: Fast In‑store Music Alleviates Negative Effects of High Social Density on Customers’ Spending,” Knoeferle and colleagues analyzed over 40,000 shopping baskets in European retail stores.

Their research revealed that adapting music tempo to store conditions improved customer spending, underscoring the importance of using data to continuously adjust and improve on your playlists.

Source: https://www.researchgate.net/publication/318495137_An_Upbeat_Crowd_Fast_In-store_Music_Alleviates_Negative_Effects_of_High_Social_Density_on_Customers%27_Spending

Conclusion

A fresh, varied in‑store playlist is not just an aesthetic choice—it’s a strategic asset.

It prevents customer irritation, increases engagement, supports data‑driven decisions, and delivers practical sales benefits.

Rethink your in‑store audio strategy to avoid stale tunes and create an environment that keeps shoppers coming back.

For more ideas on boosting your retail experience with smart in‑store radio solutions, visit Marico Advertising to see how our data‑backed approach can help your business grow.