Retail media is booming. It’s not just a buzzword anymore — it’s a budget line. A strategic priority. A competitive arms race with billions on the table. And yet, amid the surge of investment, dashboards, and digital ad ops, a critical piece of the puzzle is being ignored. Not just underutilized — completely overlooked.

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In-store audio.

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That might sound surprising. Or underwhelming. Maybe even laughable to the average media buyer whose world revolves around screens and programmatic bids. But here’s the reality: 84% of all retail sales in the U.S. still happen in physical stores and nearly half of them first discover products they purchased when shopping in-store. Meanwhile, less than 1% of retail media spend is allocated to the in-store experience — and audio? It barely registers. This disconnect isn’t just an oversight. It’s a blind spot. One that’s hiding in plain earshot.

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In an industry obsessed with what can be seen and clicked, we’ve neglected the one channel that requires none of that — yet reaches everyone. Constantly. Automatically. And, as it turns out, persuasively.

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This piece is about more than defending in-store audio. It’s about dismantling the idea that it’s just “background noise” and showing, with data, science, and strategy, how sound can shape behavior in ways digital banners never could. If you're serious about performance, engagement, and revenue in physical retail environments — this is a lever you can't afford to ignore.

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TL;DR

Retail media is having a moment. But the money, attention, and innovation? It’s all going to screens. That might work for Amazon, but for the 84% of retail that still happens in physical stores, we’re missing something — or rather, not hearing it. In-store audio isn’t just ambiance. It’s an underutilized, always-on, everywhere-at-once channel that can drive real-time decision-making, increase dwell time, and influence unplanned purchases. Shoppers don’t need to tap, swipe, or look up. They just need to be there — and they already are. This piece makes the case that in-store audio is the most overlooked conversion lever in retail media. If you think it’s just about vibes, think again. It’s about behavior.

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1/ Audio is Overlooked — Which is Weird Because…

Let’s state the obvious: audio doesn’t get taken seriously in retail media circles. Ask any retail media exec what they’re focused on, and you’ll hear a familiar chorus — screens, programmatic ads, digital coupons, influencer campaigns. Somewhere way down the list, if at all, comes “audio.” Not because it doesn’t work — but because it’s been miscast. For decades, audio in stores has been treated like wallpaper. It’s not considered a media channel. It’s seen as…vibes. A mood-setter. A playlist someone forgot to update. Maybe it’s a radio stream or a Spotify account logged into a backroom tablet. Whatever it is, it’s usually accidental, rarely strategic. But that perception isn’t just outdated — it’s actively harmful. Because here’s the thing: sound is the only media channel that doesn’t require permission. Shoppers don’t have to click, scroll, watch, or opt in. They just hear. Whether they’re walking past an endcap or comparing ketchup brands, the store’s soundscape is working on them. Constantly. ‍And yet, despite its always-on presence, most retailers either ignore it entirely or treat it as an afterthought. That’s not just a missed opportunity — it’s a strategic error. Why? Because people can look away from screens. They can tune out visual noise. But they can’t shut their ears.

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‍Let’s go even deeper: the human brain is wired to respond to sound. From evolutionary survival instincts (is that a twig snapping behind me?) to emotional modulation (why do sad songs make me feel so seen?), audio taps into core cognitive pathways.

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In other words, it’s not just background music. It’s foreground influence — whether you realize it or not. And retailers who fail to recognize this are playing the game blindfolded.

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2/ Audio is Untapped Revenue Hiding in Plain Sight

Let’s talk numbers — because while sound may feel intangible, its impact is anything but. In a 2023 study, 74% of shoppers reported noticing in-store audio ads. That’s not background noise — that’s bona fide influence. 

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So why the gap?

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The answer isn’t technical. It’s psychological. Retailers and marketers have been conditioned to chase what they can see: impressions, views, thumbnails, dwell time graphs. But audio — despite being measurable in its own ways — doesn’t fit neatly into the visual-first frameworks most RMNs have built. That doesn’t mean it’s less powerful. It means we’ve been measuring with the wrong ruler.

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Let’s break it down in business terms: if a channel reaches nearly every shopper, operates without physical footprint, doesn’t compete for visual attention, and demonstrably influences behavior — that’s a channel worth investing in. 

No matter how many digital displays you install or QR codes you stick on endcaps, there are moments in the shopper journey when screens simply can’t cut through:

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- When hands are full.

- When eyes are busy.

- When customers are multitasking, navigating, or distracted by kids, carts, or commotion.

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In these passive moments, audio becomes the only channel that reaches people without asking them to stop what they’re doing. That ambient access — always on, never off — is unmatched. And research supports this: one study found in-store audio ads are 14% more “visible” (i.e., consciously perceived) than static displays, especially in motion-heavy zones like entrances, checkout lanes, or freezer aisles.

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What’s more, it reaches customers in the moment of truth: when they’re in the store, in decision-mode, and seconds away from choosing between Brand A and Brand B. According to the Path to Purchase Institute’s July 2023 “Engaging Shoppers In-Store” study, 72% of shoppers say they “frequently” or “sometimes” notice in-store audio (music or promotions) while 41% say audio frequently encourages them to locate and consider buying a product—on par or better than many visual displays.

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These are compelling reasons to invest more into in-store audio — and yet most retail media strategies overlook it entirely. But there’s an even bigger opportunity retailers are sleeping on — a $40 billion one. 

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The $40 Billion Opportunity for Retailers

The “untapped revenue” retailers can unlock in-store audio ads pales in comparison to the value of an often-overlooked opportunity. “In retail media,” says QSIC VP of Marketing Marc Walkin, “all the talk about revenue is centered around ad sales. Nobody is even considering the opportunities within the $40 billion shopper marketing industry.” 

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Far beyond direct product sales, in-store audio can support a wider set of strategic initiatives, like:

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Trade initiatives: Audio messaging can strategically promote trade deals and supplier partnerships, amplifying the impact of co-marketing campaigns and driving volume for specific vendors.

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Corporate marketing: Retailers can reinforce their brand values, sustainability efforts, and community involvement through targeted audio content, enhancing their overall corporate image.

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PR campaigns: In-store audio can amplify PR messages during product launches, special events, or crises, ensuring consistent communication with shoppers in real-time.

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Value-add services: Offering audio ad space to external partners can generate additional revenue streams and diversify the retailer's service offerings, effectively turning the store's soundscape into a valuable asset beyond just the sale of goods.

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“The non-endemic revenue potential with audio is enormous,” Marc says. “It opens the door for brands like Honda or even Netflix to advertise with you, potentially adding missions of dollars in high-margin incremental revenue to the business.”

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By recognizing in-store audio as a multifaceted tool, retailers can create a richer, more engaging experience for shoppers and significantly expand their potential for revenue generation and strategic alignment.

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3/ Audio Influences Customer Behavior — and Always Has

The idea that sound can shape consumer behavior isn’t new. What’s new is how often we forget it.

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Back in 1999, researchers at the University of Leicester conducted a now-famous study on wine sales in supermarkets. When French music played in the background, French wines outsold German ones. When German music played, the reverse happened. The kicker? Shoppers didn’t consciously notice the music — but it shaped their decisions anyway.

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Fast forward to 2007: another study found that slow-tempo music in grocery stores increased both dwell time and spending per shopper. The environment was the same. The products didn’t change. Just the beat. These findings were corroborated in a 2011 experiment that found the mode of music also influenced shopper spending. 

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There’s a reason restaurant playlists are slower during happy hour and faster during table turnover times. There’s a reason casinos use upbeat or "happy" soundscapes when the odds are stacked against players. It’s not accidental. It’s behavioral design.

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Retail has dabbled in this instinctively — but the science is now catching up. In 2024, a large-scale survey found that 67.7% of shoppers said music they enjoy makes them more likely to make unplanned purchases. That’s not “mood enhancement.” That’s basket expansion.

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Music is Messaging

It’s important to understand that music isn’t neutral. It carries emotional weight, cultural signals, and implicit instructions. Fast beats can energize. Slow melodies can relax. Certain genres can create feelings of exclusivity, youthfulness, nostalgia, or innovation. That psychological framing affects how shoppers engage with products — how long they linger, how they navigate aisles, and what catches their eye.

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Here’s what the data says:

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- 54% say pleasant music makes them feel happier.

- 48% say it makes them explore longer.

- 45% say it makes them want to come back.

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So when we treat in-store audio like a random Spotify playlist or a “set it and forget it” radio loop, we’re ignoring behavioral science and leaving money on the table. Because, when done right, in-store audio doesn’t just fill space — it fills carts. 

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4/ Audio Shapes Shopping Behavior in Measurable Ways

A common knock on in-store audio is that it’s hard to measure. But that’s an outdated objection. The truth? We’re not just feeling the influence of audio — we’re tracking it. And the numbers are impossible to ignore.

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Consider holiday retail where 8 in 10 shoppers notice holiday music when it’s playing — and 75% say it improves their overall in-store experience. That’s not anecdotal — that’s statistically significant. And when experience improves, dwell time increases. When dwell time increases, so do sales. Simple math.

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But let’s get even more specific. Let’s say a shopper enters a grocery store mid-afternoon. As they approach the snack aisle, a friendly voice-over plays: “Need a pick-me-up? Grab a Kind Bar and get a boost that lasts.”  That message doesn’t just blend into the background — it prompts action.

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And the data backs it up:

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- 63% of shoppers say they act on contextually relevant audio messages.

- 37% report locating a product specifically because they heard it mentioned.

- 35% go on to purchase.

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That’s a conversion funnel you can hear. This level of influence isn’t exclusive to branded promos. Informational and experiential content — like reminders about limited-time offers, product benefits, or holiday-themed ideas — also performs well. 

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What’s more is that 46% of shoppers said in-store audio ads brought them joy while 54% said the content was informative. Informative and joyful? That’s the holy grail of retail media. Most channels get you one or the other — never both.

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Experience and Impact Are Not Mutually Exclusive

This is where traditional thinking gets it wrong. We’ve assumed audio is good for vibes and screens are good for action. But shoppers don’t make decisions that cleanly. They’re navigating dozens of micro-decisions per trip — brand vs. brand, price vs. value, need vs. want. Audio doesn’t just set the tone for those choices — it guides them. Gently. Invisibly. Measurably.

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And thanks to attribution advances, it’s now possible to link in-store audio exposure to real outcomes — whether that’s via loyalty card tracking, POS data overlays, or footfall analytics. It’s not theoretical anymore. It’s operational.

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5/ Audio Increases the Effectiveness of Other Media

The instinct to pit marketing channels against each other is an old one. Radio versus TV. Billboards versus online. Even inside stores, there’s a tendency to frame investments in visual media — screens, displays, signage — as somehow at odds with any other sensory channel. But that thinking misses something critical: influence is not a zero-sum game.

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In reality, in-store audio isn’t a competitor to visual retail media. It’s a multiplier.

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Visual media and audio don’t compete for the same kind of attention — they travel different cognitive paths. Visuals are processed primarily through conscious, directed attention: shoppers must look to receive the message. Audio, on the other hand, is absorbed passively. It surrounds, influences, and primes emotion without demanding the shopper's focused gaze. In a space already saturated with signs, endcaps, and screens, sound doesn’t clutter — it slips in through the side door of the mind.

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Research into multi-sensory marketing supports this dynamic. Studies show that combining congruent sensory cues — sight, sound, scent — deepens emotional engagement and drives stronger behavior. In 2024, researchers found that when sensory inputs are harmonized, brand perception, loyalty, and purchase likelihood all climb. Another study revealed that adding auditory cues to visually busy stores increased shopper engagement and time spent browsing — without adding cognitive overload.

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In fact, simply adding more visual stimuli in visually dense environments often does little to nothing, and sometimes makes it worse. But when audio is layered onto visual merchandising thoughtfully, it extends attention, enriches emotional tone, and makes visual messages more resonant.

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This is all to say that, while studies have yet to test the impact of in-store audio and in-store visual ads running in perfect tandem, the evidence so far shows a clear pattern: 

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- Audio alone increases dwell time, emotional engagement, and purchase behavior.

- Multi-sensory environments outperform visual-only settings across nearly every retail behavior metric.

- Shoppers overwhelmed by visual clutter still respond positively to aligned auditory cues.

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Taken together, the signal is unmistakable. Audio and visuals are not fighting for the same slice of attention. They’re enhancing the experience along different vectors.

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In the context of retail media, where margins are thin and attention is scarce, stacking complementary channels — visual and auditory, not just doubling down on visual — is a smarter, more efficient way to influence behavior.

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From Disjointed, One-Off Ads to Orchestrated Experiences

Here’s where all of this is headed: Retail media’s next evolution won’t be about more screens — it’ll be about smarter coordination.

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But don’t take our word for it. As Justin Nesci of iHeartMedia put it, “We believe that audio is one of the few channels that can not only support a digital environment but also transcend the in-store environment… reach a consumer at work, in the car, online and in the store.”

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Imagine this: a shopper sees a screen promoting a summer drink deal. As they approach the beverage aisle, the music shifts to something beachy, and a short voice message reinforces the deal. That’s not noise. That’s narrative. A subtle but effective push that moves people from passive browsing to active buying.

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Retailers who crack that orchestration — who use audio not as an add-on, but as connective tissue — will outperform those who keep siloing their media. Because in a world where attention is scarce and fragmentation is rampant, the brands that win are the ones who know how to blend channels, not battle between them.

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6/ Audio Turns Up the Volume on Sales with AI

The next frontier for in-store audio is being driven by, you guessed it, artificial intelligence. At QSIC, this transformation is already underway — but let’s be clear: this isn’t “AI” in the hand-wavy, magic-button sense. It’s the kind of AI that quietly powers smarter decisions: when to play what, where, and why. 

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Today, we use AI in very real, very grounded ways to give brands and retailers more agility, precision, and scale. This includes:

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Campaign scheduling, for example, is informed by point-of-sale trends. Our platform analyzes product velocity and historical sales data to determine when certain messages should be played. 

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Volume adaptation happens intelligently with AVA, our autonomous volume adjustment technology that manages audio volume levels throughout stores in real-time, addressing a common pain point of inconsistent volume control.

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Ad creation at QSIC doesn’t require a soundbooth or voiceover talent thanks to our generative AI model that dynamically creates and localizes ad content in real time, leveraging retailer data to include details like local pricing, inventory, and weather conditions to increase engagement with shoppers.

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These applications of AI are just the beginning. And the possibilities are expanding rapidly. Here's a glimpse into the AI-powered future of in-store audio QSIC is actively building towards…

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Dynamic scheduling tools that enable media buyers to set parameters and get back a flighted plan, optimized by daypart, store type, and inventory levels. 

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Self-serve creative tools that will help marketers generate on-brand voiceover ads on the fly — adapting tone, message, and even accent for regional specificity (y’all heard that?).

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Real-time optimization engines that can shift campaign frequency based on foot traffic, weather, or competitor activity. 

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In short: in-store audio is evolving from a static playlist to a programmable layer of retail media networks — one that adapts to store-level data and influences shopping behavior in exciting ways. 

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The best part? None of this is science fiction. It’s not a someday thing. It’s already happening. The tech is real. The foundations are in place. And the future? It sounds better with in-store audio. 

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Audio Works with QSIC

Across six chapters, we’ve shown how audio in retail is misunderstood, underutilized, and wildly undervalued — but also how it’s quietly becoming one of the most intelligent, responsive, and behavior-shaping tools in the retail media mix.

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It can:

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- Influence decisions in real time

- Increase engagement and unplanned purchases

- Elevate the performance of every other channel

- Scale like never before with AI

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And now, you know it. You know the sound of your store isn’t just a vibe — it’s a signal. A lever. A strategy.

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So what happens next? That depends on who’s orchestrating it.

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At QSIC, we believe in-store audio deserves a seat at the retail media table — not as an afterthought, but as a force for conversion. We build the infrastructure that helps brands and retailers tap into everything you’ve just read, from dynamic audio scheduling to context-aware messaging to AI-driven optimization at scale.

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But we’re not here to rewrite retail media alone. Let’s write the future of retail media and shape shopper behavior together.

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