Music can shape customer experiences, influence spending behavior, and reinforce brand identity. Yet, many businesses fail to integrate it into their commercial strategies, treating it as an afterthought rather than a strategic tool.
One major reason for this neglect is the lack of awareness about its impact. Many business owners focus on visual branding, customer service, and marketing while underestimating how music influences mood and decision-making. Research shows that background music can increase dwell time and enhance brand perception, yet many businesses fail to recognize these benefits.
Cost considerations and legal complexities also contribute to the issue. Music licensing fees can be expensive, leading some businesses to use free streaming platforms or personal playlists, which may not align with their brand or comply with copyright laws. Without a structured policy, background music can become inconsistent or even legally risky.
In Indonesia, the situation is further complicated by a lack of local resources and understanding regarding the strategic use of background music. Many Indonesian retailers are only beginning to recognize the impact of background music on customer behavior. Carefully chosen background music can elevate the shopping experience, encouraging customers to browse longer and feel more comfortable within the store environment.
To make the most of it, businesses should establish clear guidelines, select music that aligns with their brand identity, and ensure proper licensing. By treating background music as an integral part of their customer experience strategy, companies can create a more immersive and engaging atmosphere.
Source: The impact of music on customer behaviour. Groovit. | Royalty-free music for commercial use in Indonesia. MusicVybe. | The growing role of background music in Indonesian retail stores. Sikhona Social.