It's a question retailers and restaurateurs have long pondered: does background music truly impact the bottom line? A recent study by GEMA, the German music rights organization, provides a clear and resounding answer: it absolutely does. In a recent interview with Radio RST, Prof. Manfred Krafft commented on these findings, noting they are a welcome confirmation of long-established principles in consumer psychology.

The study revealed compelling figures: retailers saw an average revenue increase of eight percent, while the hospitality sector enjoyed a boost of over five percent, simply by incorporating background music over a one-week period.

Prof. Krafft, whose work frequently delves into the sensory aspects of marketing, explained to the radio station, "Many businesses strategically use a specific music genre to cultivate a particular atmosphere and appeal to their desired target audience." The key, according to Prof. Krafft, is ensuring the music is perceived as both fitting and pleasant. "When the soundtrack aligns with the brand and the customer's expectations, it encourages them to linger longer, which naturally correlates with a higher likelihood of making a purchase."

However, Prof. Krafft also points to a nuanced and often-overlooked aspect of sensory marketing. "We must consider that about ten percent of the population is particularly sensitive to stimuli like music and light," he cautions. "This is a significant customer segment that has been largely neglected by the retail industry so far." This highlights a potential new frontier for businesses to gain a competitive edge by creating more mindful and accommodating in-store environments.

Ultimately, the study reaffirms that in the world of retail and hospitality, the right soundtrack isn't just ambient noise—it's a powerful tool for shaping customer experience and driving economic success.