Sound in retail takes new focus

In retail environments, sound has long been used to shape the customer experience through background music, announcements, and screen-related audio. However, as stores increasingly use screens and digital interactions, the role of sound is being re-evaluated to determine if it should be more broadly applied or more precisely targeted.

Sound influences shopping behavior

Research has shown that sound can affect customer attention, emotions, and purchasing decisions. A 2023 study in the Journal of Retailing and Consumer Services found that playing music at the point of purchase had a stronger impact on buying decisions and memory than continuous background music. Another 2024 study in Physiology & Behavior noted that natural sounds, such as birdsong or rustling leaves, boosted sales of eco-friendly products and improved decision-making.

Directional sound technology emerges

A new approach to sound in retail involves directional audio technology, which allows sound to be focused on specific areas rather than broadcast throughout the store. These speakers emit sound in a narrow beam, ensuring that audio is only heard by people in designated zones. This method reduces overall noise and allows for more targeted and effective use of sound.

IKEA tests targeted sound in stores

IKEA has begun using directional speakers in some of its stores to provide short, informative audio clips about product choices or specific items. These sounds are only audible in the relevant area, often triggered when a customer sits down or enters a themed section. This approach offers additional information without overwhelming all visitors with the same content.

Retailers aim for quieter, more precise sound use

The use of directional sound addresses the challenge of integrating digital content into physical retail without increasing noise levels. Instead of a uniform sound environment, stores can now use "sound bubbles" — localized audio zones with specific content, timing, and purpose. This shift may lead to a future where sound is used more precisely, enhancing the shopping experience without unnecessary noise.