January 21, 2026
AndrewLozovyi/Depositphotos.com
How Important Is ‘Vibe’ in Physical Retail?
Not attempting to be too playfully groovy about this question: According to a recent report from Mood Media, vibe or atmosphere is perhaps the most important (and often overlooked) differentiator in today’s physical retail environments.
“You walk into a retail store on a Saturday afternoon, and before you’ve consciously registered what you’re hearing, the upbeat, on-brand playlist has shifted your mood. The lighting is warm, the scents are well-balanced. Digital screens near the entrance show off new arrivals that align with the season and are exactly what you’ve been looking for. You came in for one thing, but 30 minutes later, you’re still browsing, considering, and adding new things to your cart,” the report outlined as an opener, pivoting to make the statement: “That’s the power of in-store media done right.”
The top-line result produced by the Mood Media survey is that nearly half (43%) of respondents indicated that atmosphere was the element which stands out the most in their preferred stores. The combination of in-store media elements — whether the music being played, the messaging and in-store marketing displays, or digital screens — all contribute to spend, traffic, time spent, discovery, and retention, per the data.
Other notable findings produced by the survey include:
- In-store media can drive some loyalty: Nearly two-thirds (63%) of shoppers indicated that properly executed in-store media was attention-getting, and further, that it deepened their connection to a brand. “A beauty retailer that has an amazing fragrance, a sustainable fashion brand using digital signage to break down their supply chain, an outdoor retailer playing indie rock — these sensory experiences resonate more deeply and foster loyalty with customers,” the report suggested.
- Beyond that base layer of connection, winners on this front create advocates: A majority of consumers polled noted that engaging and memorable in-store media displays were compelling enough to instigate sharing, whether online via social media (19%) or in talks with friends and family (44%). Younger shoppers were most likely to feel this way, with 50% sharing stand-out in-store experiences with their personal circle, and 27% doing so online.
- Higher sales, more lingering: Nearly one-quarter (24%) of respondents stated that excellent deployment of in-store media caused deeper engagement, and longer time spent in the store. This percentage increased to nearly one-third (32%) of millennial and Gen Z shoppers. If both of these propositions are true, the environmental personalization on offer will spur greater spend as customers flip the switch from browse to buy.
- Fashion reigns supreme: Fashion and apparel retailers were doing the best job on in-store media, with 53% of shoppers saying so. Grocery stores (44%) and department stores (42%) took No. 2 and No. 3 positions on the podium, while fast-casual restaurants, QSRs, and home goods stores had the most work to do to catch up.
- Solid tunes and appropriate promos matter most: Believe it or not, on-brand music playlists and timely promotions were cited by the bulk of consumers (56%) as being the most useful in-store content. “Music makes people feel good, and it creates subtle cues that make shoppers feel welcome and willing to engage. Timely promotions match the energy of the season while delivering immediate, actionable value that can influence purchase decisions on the spot,” the report authors highlighted.
To piggyback off the last bit of data, “vibe” isn’t the end-all, be-all metric drawn out by the survey results. About one-quarter (23%) noted that navigation cues were the single most memorable part of their store visit, meaning that frictionless shopping experiences are key to many. Further, when signage (digital or traditional) really emphasizes or highlights a particular product, that CTA is heard: A full quarter (24%) immediately look that item up online as a bit of further research, 23% hunt that product down to view it personally in-store, and 21% take the slightly more passive approach of taking a picture or notation of that item for later perusal.
“Notably, older and younger generations value navigation differently. Baby Boomers and the Silent Generation place more value on messages or displays that make it easier to navigate or discover products (45%) compared to Millennials and Gen Z (15%), who prioritise music and overall vibe,” the report stated.
“At the same time, 19% of younger shoppers say they remember specific products or screen displays, a higher rate than other age groups. As the ‘little treats’ generations, Millennials and Gen Z may not consciously value navigation, but they’re still aware of and responsive to it. In-store environments that balance atmosphere with clear navigation cues are capturing the spending habits of both younger and older shoppers,” it concluded.
BrainTrust
Gary Sankary
Retail Industry Strategy, Esri
Lisa Goller
B2B Content Strategist
Jeff Sward
Founding Partner, Merchandising Metrics
Recent Discussions
Discussion Questions
How important is “vibe” or atmosphere in physical retail? Will this become a more prominent (and necessary) feature, moving forward? Why or why not?
Beyond playlists, digital screens, and signage, what other elements of “vibe” or “atmosphere” might retailers successfully leverage? Which are being sorely underutilized currently?
Which retailers stand out as having the most attractive vibe? Conversely, which stores are doing a poor job?
Poll
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As interesting as this is, the idea that a store’s atmosphere (the traditional word for ‘vibe’) shapes behavior isn’t revelatory. It has long been the case that how a store feels influences dwell time, engagement with products, conversion, and transaction values. What’s perhaps more interesting is that this has become more important over time because an increasing number of customers want an experience from stores as a counterpoint to the functionality of online shopping. The other shift is among younger consumers – mostly the Instagram generation – who are more attuned to aesthetics.
And with respect:
“Nearly one-quarter (24%) of respondents stated that excellent deployment of in-store media caused deeper engagement, and longer time spent in the store.”
Assessing this kind of effect is very hard to do reliably through a standard consumer survey. You can only really measure it properly through observation and tracking of consumers in A/B-type experiments.
Thank you for noting this. Survey summaries aren’t helpful to take actionable steps if they are only driven by hypotheticals (aka “Would better music make you feel like you want to stay longer, and to spend more?”). Measurement on actual outcomes like A/B experiments is what’s needed to decide on implementation.
A store’s “vibe” is much more than digital media. Most people would refer to it coming from the humans on the sales floor making it such a fun experience, not a screen.
Well, exactly. In fact, too many digital screens can create a very bad ‘vibe’.
It always has to be in the eye of the customer. Not the tech/sensory vendor.
“Vibe” is an important factor in increasing customer loyalty. Unless the consumer is specifically looking for rock-bottom pricing regardless of the store environment, every customer prefers to shop in a pleasant, experiential, ‘vibrant’ store. The pun is intended.
We all seem to agree that “vibe”/atmosphere/experience is inherently important.
But whether that increases loyalty… depends on the retailer’s definition of loyalty.
Increasing dwell, yes. (eg. offering comfort, beauty, help from staff)
But enough to increase visits? (eg get in a car & drive 8 miles to smell that fragrance or hear that instore music)
If done well– and consistently– the brand sentiment could likely improve.
The definition of ‘vibe’ is clearly split: younger generations seek a sensory ‘little treat’ experience, while older shoppers define it as a frictionless, easy-to-navigate environment. This creates a dangerous opening for retailers to use aesthetic ‘vibes’ as a distraction from declining operational standards or financial instability. If a store looks great but lacks the staff or inventory to function, it’s a sign that the ‘vibe’ is being used to mask deeper accountability issues. We must ensure that sensory marketing doesn’t become a smokescreen for the kind of ‘unaccountability’ that prioritizes high-level ‘feel-good’ metrics over a sustainable, well-funded business model.
The look and feel of a store matters. Is it all important? No, not unless everything else – price, service, convenience – that (also) matters is an exact tie with your competitor(s).
Long answer short: it’s one of many things that matter…let’s not obsess on it.
A conversation about “vibe” did NOT need to be a commercial for in-store media. I’ll define vibe as the overall sum of the parts and digital screens would not have been in the top 10 of that list. How about Product and Price and Presentation? Visual merchandising. Storytelling. Fixture placement and flow. Lighting. Music. Sales accociate greeting and helpfulness. Neat, clean fitting rooms. It all adds up to vibe…how the customer feels during the journey and on the way out the door. How the customer feels…emotions. Retail is about managing emotions as much as it is anything else. So yeah, vibe is pretty damned important. Prominent and necessary? Ya think?
And vibe is different for different brands and retailers. I like the vibe at Walmart and Nordstrom. ANF and AEO. And I like the vibe at Barnes & Noble. It’s relaxing, contemplative…just like a book store should be. Macy’s vibe is a whole lot better than it used to be. Kohl’s not so much. Just think about how many different moving parts have to mesh for the right vibe to come through.
I have nothing to add, Jeff. You nailed it.
Agree. The article was a bit awkward in places:
- In-store media can drive some loyalty:
- A beauty retailer that has an amazing fragrance,
This is a vital correction: ‘vibe’ is the operational sum of a store’s health, not just a digital media layer. When fitting rooms are messy and associates are unavailable, it’s usually a sign that the ‘vibe’ has been sacrificed to cut costs for debt servicing or executive payouts. We have to be wary when retailers swap high-quality staffing and maintenance for digital screens; it’s often a cheap way to mask a lack of investment in the core business.
Atmosphere matters more now because because physical stores are competing on experience, not just access. Music, visuals, and sensory cues can slow shoppers down and encourage discovery in ways digital can’t.
E-commerce can’t beat physical stores’ multisensory magic. Grocers like Publix, Loblaws and Trader Joe’s use brick-and-mortar experiences to reward our senses. Arresting merchandising, welcoming playlists, aromatic bakeries and delectable food samples delight in-store shoppers and earn our weekly visits.
Each one of those plays their own game in this. And each one does well with it.
Is “vibe” important? The honest answer is yes, because long before customers evaluate price or product, their nervous system has already decided how the space makes them feel.
Music, lighting, scent, and screens quietly shape mood, time spent, and willingness to explore, often without conscious awareness. But vibe alone is not the win.
The brands that outperform their peers are the ones that pair emotional atmosphere with clarity, ease, intuitive navigation and a frictionless (or close to it) experience, creating environments that feel good and work together in harmony the same time.
“Vibe” or atmosphere in physical retail isn’t fluff — it’s becoming one of the most tangible differentiators a store can own. In an era where consumers can comparison-shop instantly on their phones or transact seamlessly online, the reason to come into a store increasingly hinges on the experiential payoff: how it feels to be there, the quality of human interaction, the sensory cues that make shopping feel good, and the emotional connection built with the brand. A strong vibe makes a store memorable and worth the trip, whereas a neutral or transactional environment adds little incentive beyond necessity. As omnichannel fulfillment continues to normalize, physical stores that lean into curated, intentional atmospheres — where discovery and delight are on display — will be best positioned to deepen loyalty and justify their real-estate investment.
Beyond playlists, screens, and signage, there are several elements of vibe that are underutilized but high-impact. Think of spatial choreography (flow and rhythm of space that invites exploration), sensory design (lighting, textures, scents that feel purposeful rather than generic), community-driven programming (in-store events, workshops, tastings that bring people together), and empathetic service rituals that feel personalized rather than scripted. Retailers can also leverage temporal mood shifts — changing atmospheres at different times of day or week to suit occasion (e.g., daytime calm for browsing, evening energy for social moments). Too often today, stores treat atmosphere as an afterthought instead of a strategic asset, defaulting to product racks and generic music rather than sculpted environments that evoke curiosity, comfort, and emotional payoff.
Some retailers already stand out for their compelling vibe — think of Nike’s experiential flagship locations, where product, community, and storytelling coalesce; Apple’s clean, light-filled stores that emphasize touch and mastery; and independent concept boutiques that feel more like cultural salons than retail spots. These environments reward presence and make time spent in store feel inherently valuable. On the other end of the spectrum, many big-box and traditional mall formats still feel dated and transactional, lacking the intentionality that today’s consumers subconsciously seek. These spaces tend to flatten the experience to mere browsing and checking off lists — which isn’t a compelling reason to choose a physical location over digital alternatives.
In short, vibe is not optional; it’s a competitive lever in the physical world. Retailers that think of atmosphere as an overlay will fall behind those that see it as a core expression of brand and customer intent — shaping not just how a space looks, but how it feels, moves, and connects with the people who walk through its doors.
In short, shopping is a sensory experience!
Music and scent definitely help set the mood, but digital screens near entrance? Not so much. Most shoppers don’t clock anything until they’ve moved past the decompression zone.
The survey skips over some big elements like decor, lighting, layout, and visual merchandising. And as Bob points out, there’s also the human element. I think we can all agree that store associates are critical to the overall in-store experience.
“Vibe” is one of the most critical differentiators in retail, and not just for fashion.
It’s how you connect with your customers and how you deliver your brand’s experience. For those of you of a certain age, remember the feeling you had when you walked into K-Mart? I can still smell the popcorn, mixed with floor wax and fresh degassing plastic. There were tables everywhere, signs on everything, blue lights flashing. Compare that to walking to Target in the same era. Totally different experience.
That said, my first job was at Cost Plus Imports on Fisherman’s Wharf in San Francisco. By the standards in this article, the idea of walking from warehouse to warehouse, crossing wooden bridges over mud, crawling over boxes or rattan furniture, rolling up rugs, and crates of rubber snakes and Chinese soap… Seems counterintuitive today, but when Cost Plus remodeled and built a modern, clean store down on the Warf, customers didn’t like it. They missed the treasure hunt experience and they were convinced, despite assurance to the contrary, that prices went up and the differentiation factor went down.
In 2026, this principle is just as relevant as ever, and not just for stores- it applies to online experiences and mobile apps. Customer experience is a huge part of a retailer’s value prop.
Vibe is an interesting choice of word for this. But I agree that atmosphere – my choice of word – can play a big part in shaping the environment, and this can influence dwell time and interaction from shoppers.
I use the amazing Buck Mason store in New York to emphasise this. Apologies to Mood Media – who implement some great store media executions – but this is a wonderfully analogue store, no screens to be seen.
Instead they double down on scent, lighting naturally scented wood to create a relaxing musky smell that suits the store. When it comes to sound, Buck Mason employs two turntables, one on each floor to create the sound.
A huge stack of vinyls are next to each audio set up and you often see shoppers sat on the floor, flicking through the vinyls. A store colleague explained that they choose different music on different days of the week, to set the mood…sorry vibe.
I was there on a Saturday and heard Tina Turner and ABBA playing. The next day, a Sunday, I heard Marvin Gaye. Customers often ask if they can play a record, and the colleague explained that if the choice compliments that day’s mood, it gets played, otherwise it’s politely declined.
Love how they engage with customers in this way. Ownership of the experience and journey!
“Vibe” plays an important role in expressing a retail brand. Otherwise we’d all be happily shopping at functional post office-like stores.
Great vision behind go-to-market plans, merchandising, operations, store design, and customer experience at the physical level all ultimately require succeeding in sensory delight. This sounds touchy-feely to some. But customers who feel a retailer or grocer who first delivers on expectations in the value proposition they seek (high quality, variety, selection, low prices, convenience), and also aligns with their emotions, the experience they want, will achieve greater higher sales, visits and/or loyalty.
While the report highlights the power of in-store media, we must be careful not to confuse ‘vibe’ with high-tech window dressing. A truly effective atmosphere is the sum of operational excellence—like well-trained staff and clean fitting rooms—which digital screens and curated playlists can never fully replace. If the sensory elements don’t align with the basic service and navigation needs of the shopper, the ‘vibe’ feels manufactured rather than authentic. Ultimately, the best in-store media should enhance a well-run store, not serve as a distraction for a declining one.
Vibe is not about creating emotion. It is about reducing uncertainty. When a customer walks into a store, they are subconsciously asking how hard this is going to be. Can I find what I need, can I trust what I am seeing and will this take more time than it should. The atmosphere either answers those questions quietly or makes them louder.
The strongest in-store environments use vibe as an amplifier, not a distraction. They get the fundamentals right first. Clear navigation, honest lighting, thoughtful spacing and staff who are present without hovering. When those elements are consistent, music, scent and screens reinforce confidence instead of competing for attention. In luxury especially, restraint matters more than stimulation. Calm signals control. Consistency signals credibility.
Where many retailers fall short is mistaking novelty for engagement. Adding more content without fixing flow or clarity only increases friction. Customers may notice it, but they do not stay for it. The stores that perform best feel dependable every visit, not impressive once. Loyalty grows when the experience respects the customer’s time and effort and the vibe simply makes that ease feel natural.
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As interesting as this is, the idea that a store’s atmosphere (the traditional word for ‘vibe’) shapes behavior isn’t revelatory. It has long been the case that how a store feels influences dwell time, engagement with products, conversion, and transaction values. What’s perhaps more interesting is that this has become more important over time because an increasing number of customers want an experience from stores as a counterpoint to the functionality of online shopping. The other shift is among younger consumers – mostly the Instagram generation – who are more attuned to aesthetics.
And with respect:
“Nearly one-quarter (24%) of respondents stated that excellent deployment of in-store media caused deeper engagement, and longer time spent in the store.”
Assessing this kind of effect is very hard to do reliably through a standard consumer survey. You can only really measure it properly through observation and tracking of consumers in A/B-type experiments.
Thank you for noting this. Survey summaries aren’t helpful to take actionable steps if they are only driven by hypotheticals (aka “Would better music make you feel like you want to stay longer, and to spend more?”). Measurement on actual outcomes like A/B experiments is what’s needed to decide on implementation.
A store’s “vibe” is much more than digital media. Most people would refer to it coming from the humans on the sales floor making it such a fun experience, not a screen.
Well, exactly. In fact, too many digital screens can create a very bad ‘vibe’.
It always has to be in the eye of the customer. Not the tech/sensory vendor.
“Vibe” is an important factor in increasing customer loyalty. Unless the consumer is specifically looking for rock-bottom pricing regardless of the store environment, every customer prefers to shop in a pleasant, experiential, ‘vibrant’ store. The pun is intended.
We all seem to agree that “vibe”/atmosphere/experience is inherently important.
But whether that increases loyalty… depends on the retailer’s definition of loyalty.
Increasing dwell, yes. (eg. offering comfort, beauty, help from staff)
But enough to increase visits? (eg get in a car & drive 8 miles to smell that fragrance or hear that instore music)
If done well– and consistently– the brand sentiment could likely improve.
The definition of ‘vibe’ is clearly split: younger generations seek a sensory ‘little treat’ experience, while older shoppers define it as a frictionless, easy-to-navigate environment. This creates a dangerous opening for retailers to use aesthetic ‘vibes’ as a distraction from declining operational standards or financial instability. If a store looks great but lacks the staff or inventory to function, it’s a sign that the ‘vibe’ is being used to mask deeper accountability issues. We must ensure that sensory marketing doesn’t become a smokescreen for the kind of ‘unaccountability’ that prioritizes high-level ‘feel-good’ metrics over a sustainable, well-funded business model.
The look and feel of a store matters. Is it all important? No, not unless everything else – price, service, convenience – that (also) matters is an exact tie with your competitor(s).
Long answer short: it’s one of many things that matter…let’s not obsess on it.
A conversation about “vibe” did NOT need to be a commercial for in-store media. I’ll define vibe as the overall sum of the parts and digital screens would not have been in the top 10 of that list. How about Product and Price and Presentation? Visual merchandising. Storytelling. Fixture placement and flow. Lighting. Music. Sales accociate greeting and helpfulness. Neat, clean fitting rooms. It all adds up to vibe…how the customer feels during the journey and on the way out the door. How the customer feels…emotions. Retail is about managing emotions as much as it is anything else. So yeah, vibe is pretty damned important. Prominent and necessary? Ya think?
And vibe is different for different brands and retailers. I like the vibe at Walmart and Nordstrom. ANF and AEO. And I like the vibe at Barnes & Noble. It’s relaxing, contemplative…just like a book store should be. Macy’s vibe is a whole lot better than it used to be. Kohl’s not so much. Just think about how many different moving parts have to mesh for the right vibe to come through.
I have nothing to add, Jeff. You nailed it.
Agree. The article was a bit awkward in places:
This is a vital correction: ‘vibe’ is the operational sum of a store’s health, not just a digital media layer. When fitting rooms are messy and associates are unavailable, it’s usually a sign that the ‘vibe’ has been sacrificed to cut costs for debt servicing or executive payouts. We have to be wary when retailers swap high-quality staffing and maintenance for digital screens; it’s often a cheap way to mask a lack of investment in the core business.
Atmosphere matters more now because because physical stores are competing on experience, not just access. Music, visuals, and sensory cues can slow shoppers down and encourage discovery in ways digital can’t.
E-commerce can’t beat physical stores’ multisensory magic. Grocers like Publix, Loblaws and Trader Joe’s use brick-and-mortar experiences to reward our senses. Arresting merchandising, welcoming playlists, aromatic bakeries and delectable food samples delight in-store shoppers and earn our weekly visits.
Each one of those plays their own game in this. And each one does well with it.
Is “vibe” important? The honest answer is yes, because long before customers evaluate price or product, their nervous system has already decided how the space makes them feel.
Music, lighting, scent, and screens quietly shape mood, time spent, and willingness to explore, often without conscious awareness. But vibe alone is not the win.
The brands that outperform their peers are the ones that pair emotional atmosphere with clarity, ease, intuitive navigation and a frictionless (or close to it) experience, creating environments that feel good and work together in harmony the same time.
“Vibe” or atmosphere in physical retail isn’t fluff — it’s becoming one of the most tangible differentiators a store can own. In an era where consumers can comparison-shop instantly on their phones or transact seamlessly online, the reason to come into a store increasingly hinges on the experiential payoff: how it feels to be there, the quality of human interaction, the sensory cues that make shopping feel good, and the emotional connection built with the brand. A strong vibe makes a store memorable and worth the trip, whereas a neutral or transactional environment adds little incentive beyond necessity. As omnichannel fulfillment continues to normalize, physical stores that lean into curated, intentional atmospheres — where discovery and delight are on display — will be best positioned to deepen loyalty and justify their real-estate investment.
Beyond playlists, screens, and signage, there are several elements of vibe that are underutilized but high-impact. Think of spatial choreography (flow and rhythm of space that invites exploration), sensory design (lighting, textures, scents that feel purposeful rather than generic), community-driven programming (in-store events, workshops, tastings that bring people together), and empathetic service rituals that feel personalized rather than scripted. Retailers can also leverage temporal mood shifts — changing atmospheres at different times of day or week to suit occasion (e.g., daytime calm for browsing, evening energy for social moments). Too often today, stores treat atmosphere as an afterthought instead of a strategic asset, defaulting to product racks and generic music rather than sculpted environments that evoke curiosity, comfort, and emotional payoff.
Some retailers already stand out for their compelling vibe — think of Nike’s experiential flagship locations, where product, community, and storytelling coalesce; Apple’s clean, light-filled stores that emphasize touch and mastery; and independent concept boutiques that feel more like cultural salons than retail spots. These environments reward presence and make time spent in store feel inherently valuable. On the other end of the spectrum, many big-box and traditional mall formats still feel dated and transactional, lacking the intentionality that today’s consumers subconsciously seek. These spaces tend to flatten the experience to mere browsing and checking off lists — which isn’t a compelling reason to choose a physical location over digital alternatives.
In short, vibe is not optional; it’s a competitive lever in the physical world. Retailers that think of atmosphere as an overlay will fall behind those that see it as a core expression of brand and customer intent — shaping not just how a space looks, but how it feels, moves, and connects with the people who walk through its doors.
In short, shopping is a sensory experience!
Music and scent definitely help set the mood, but digital screens near entrance? Not so much. Most shoppers don’t clock anything until they’ve moved past the decompression zone.
The survey skips over some big elements like decor, lighting, layout, and visual merchandising. And as Bob points out, there’s also the human element. I think we can all agree that store associates are critical to the overall in-store experience.
“Vibe” is one of the most critical differentiators in retail, and not just for fashion.
It’s how you connect with your customers and how you deliver your brand’s experience. For those of you of a certain age, remember the feeling you had when you walked into K-Mart? I can still smell the popcorn, mixed with floor wax and fresh degassing plastic. There were tables everywhere, signs on everything, blue lights flashing. Compare that to walking to Target in the same era. Totally different experience.
That said, my first job was at Cost Plus Imports on Fisherman’s Wharf in San Francisco. By the standards in this article, the idea of walking from warehouse to warehouse, crossing wooden bridges over mud, crawling over boxes or rattan furniture, rolling up rugs, and crates of rubber snakes and Chinese soap… Seems counterintuitive today, but when Cost Plus remodeled and built a modern, clean store down on the Warf, customers didn’t like it. They missed the treasure hunt experience and they were convinced, despite assurance to the contrary, that prices went up and the differentiation factor went down.
In 2026, this principle is just as relevant as ever, and not just for stores- it applies to online experiences and mobile apps. Customer experience is a huge part of a retailer’s value prop.
Vibe is an interesting choice of word for this. But I agree that atmosphere – my choice of word – can play a big part in shaping the environment, and this can influence dwell time and interaction from shoppers.
I use the amazing Buck Mason store in New York to emphasise this. Apologies to Mood Media – who implement some great store media executions – but this is a wonderfully analogue store, no screens to be seen.
Instead they double down on scent, lighting naturally scented wood to create a relaxing musky smell that suits the store. When it comes to sound, Buck Mason employs two turntables, one on each floor to create the sound.
A huge stack of vinyls are next to each audio set up and you often see shoppers sat on the floor, flicking through the vinyls. A store colleague explained that they choose different music on different days of the week, to set the mood…sorry vibe.
I was there on a Saturday and heard Tina Turner and ABBA playing. The next day, a Sunday, I heard Marvin Gaye. Customers often ask if they can play a record, and the colleague explained that if the choice compliments that day’s mood, it gets played, otherwise it’s politely declined.
Love how they engage with customers in this way. Ownership of the experience and journey!
“Vibe” plays an important role in expressing a retail brand. Otherwise we’d all be happily shopping at functional post office-like stores.
Great vision behind go-to-market plans, merchandising, operations, store design, and customer experience at the physical level all ultimately require succeeding in sensory delight. This sounds touchy-feely to some. But customers who feel a retailer or grocer who first delivers on expectations in the value proposition they seek (high quality, variety, selection, low prices, convenience), and also aligns with their emotions, the experience they want, will achieve greater higher sales, visits and/or loyalty.
While the report highlights the power of in-store media, we must be careful not to confuse ‘vibe’ with high-tech window dressing. A truly effective atmosphere is the sum of operational excellence—like well-trained staff and clean fitting rooms—which digital screens and curated playlists can never fully replace. If the sensory elements don’t align with the basic service and navigation needs of the shopper, the ‘vibe’ feels manufactured rather than authentic. Ultimately, the best in-store media should enhance a well-run store, not serve as a distraction for a declining one.
Vibe is not about creating emotion. It is about reducing uncertainty. When a customer walks into a store, they are subconsciously asking how hard this is going to be. Can I find what I need, can I trust what I am seeing and will this take more time than it should. The atmosphere either answers those questions quietly or makes them louder.
The strongest in-store environments use vibe as an amplifier, not a distraction. They get the fundamentals right first. Clear navigation, honest lighting, thoughtful spacing and staff who are present without hovering. When those elements are consistent, music, scent and screens reinforce confidence instead of competing for attention. In luxury especially, restraint matters more than stimulation. Calm signals control. Consistency signals credibility.
Where many retailers fall short is mistaking novelty for engagement. Adding more content without fixing flow or clarity only increases friction. Customers may notice it, but they do not stay for it. The stores that perform best feel dependable every visit, not impressive once. Loyalty grows when the experience respects the customer’s time and effort and the vibe simply makes that ease feel natural.