Feedbackly participated as a research partner in a study revealing that brand-aligned, upbeat playlists enhance customer experience and increase spending compared to generic, calm background music.
The study, conducted in four Finnish shopping malls, aimed to examine the impact of music on customer experience and sales. The goal was to understand how brand-aligned playlists influence customer experience and customer behavior compared to non-targeted background music.
The research took place in Vantaa’s Jumbo, Helsinki’s Kaari, Tampere’s Ratina, and Raisio’s Mylly shopping malls.
Feedbackly played a key role in gathering and analyzing customer insights by collecting over 15,000 feedback responses throughout the study. Using advanced emotional analytics (Emotional Value Index), the research identified patterns in how different demographics responded to brand-aligned playlists, providing valuable insights for retailers looking to optimize their CX strategies.
“This study reinforces what we’ve seen in customer experience analytics—emotions drive behavior. Music is a powerful tool for shaping the emotional journey, and when aligned with a brand’s identity, it enhances not just customer satisfaction but also spending habits. By leveraging emotional insights like these, businesses can craft experiences that truly connect with their customers,” says Jaakko Männistö, CEO of Feedbackly.
Results indicated that playlists featuring upbeat songs fitting the brand led to a better customer experience. When the playlist’s brand alignment was perfect (value 1.00), the average customer experience rating was approximately 0.89. As the alignment decreased, customer experience ratings also declined consistently.
Music selection was also linked to purchasing behavior. As many as 41.3% of respondents reported spending slightly more than planned when listening to a shopping mall’s brand-aligned playlist. Even though the music profiles were customized for each shopping center—varying in artists and content—the study found that light, cheerful, and fast-paced background music consistently enhanced the customer experience across all locations.
“Jumbo recently underwent a brand renewal and a complete unification of its public space aesthetics. Music plays a significant role in the perceived service environment, meaning the right music directly influences how customers and employees perceive the atmosphere. Our goal is to create a music experience that resonates with our customers and strengthens our brand identity. This is part of a broader strategy to enhance customer experience and deepen our connection with shoppers,” says Tiina Heikkilä, Marketing Manager at Jumbo.
“Based on the study, we have introduced a new playlist in certain parts of the shopping center to support customers’ emotional experience and uplift their day. This energetic playlist is filled with vibrant pop music, featuring Finnish artists like Etta and Bess, as well as international artists like Nicky Youre and Olly Murs,” she adds.
“By increasing customer understanding, we can influence both emotional and overall customer experience. When brand-aligned music plays in shopping malls, increased spending was particularly observed among women under 39 and customers shopping with a friend. Meanwhile, families reported an improved customer experience. By incorporating these insights, the retail sector can better serve diverse customer groups by tailoring playlists based on factors like weekdays and time of day,” explains Lauri Ogawa, CEO of GT Musiikkiluvat.
More details on the EU research project, additional studies, and results can be found at musiikkiluvat.fi.
The study was conducted by GT Musiikkiluvat Oy, owned by Gramex and Teosto. Other partners included Mall Voice (responsible for designing and maintaining mall soundscapes), Feedbackly (research partner), Toneco (background music operator), and BMAT (monitoring partner).
The study, conducted in Finnish shopping malls, is part of the EU-funded international “EU Music 360” project, which explores the impact of music across various industries. In Finland, the retail sector research was carried out between February and April 2024.
