As brick-and-mortar retail evolves to meet new customer expectations, brands are recognizing the vital role of sound in shaping immersive shopping experiences. In a feature for IWD Magazine, Florent Adam, Managing Director at Sixième Son Singapore, explores the strategic value of sonic branding in retail environments. He explores how curated in-store music can reinforce brand identity, guide customer behavior, and ultimately boost sales.
Audio branding goes beyond background music—it’s about creating a consistent and emotionally resonant sound environment that aligns with a brand’s values and customer experience goals. Florent emphasizes the importance of tailoring the audio experience to different times of day, customer moods, and store layouts, ensuring that every sonic touchpoint contributes meaningfully to the retail journey.
Whether it’s through genre, tempo, instrumentation, or even silence, audio branding has the power to elevate the physical retail experience into something memorable and emotionally engaging. For brands looking to differentiate in a competitive landscape, investing in a strategic in-store music program is no longer optional—it’s essential.
Read Florent Adam’s full insights in IWD Magazine here.
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Unsplash photo by Korie Cull.
