Consumers that use the basic "retail channel" of top 40 songs, typical Christmas music or dance mixes are missing out on a critical opportunity to improve customer satisfaction and loyalty - sonic branding.
Retail Customer Experience reports that some companies - such as New York-based Audiobrain, deliver a customized service that can translate a retailer's brand, philosophy and goals into melodies that can remain distinctive in the minds of customers and affect how the feel when they walk through a store.
"All brands make a noise somewhere, whether it's in a shop, on a TV commercial or through a telephone," Daniel Jackson, managing director of Cutting Edge Commercial, tells BBC News. CEC has done work for companies such as McDonalds and Mercedes.
"Sonic branding is managing that sound, making sure that it's positive," Jackson adds.
Audiobrain specifically determines timing, transitions and placement for each zone in a store, RCE points out. Overlapping and song repetition is avoided, and demographic research is done to determine the range of musical tastes of a store's shoppers.
It's also cost effective - much cheaper than spending on visual merchandising or digital investments - and certainly more creative than a typical holiday jingle.