What: Excessive in-store noise negatively impacts staff well-being, customer experience, and overall retail performance.
Why it is important: Retailers who treat sound as a strategic asset can reduce turnover, boost conversion, and differentiate their brand in a crowded market.

Unmanaged noise has emerged as a critical but often overlooked challenge in retail environments, directly affecting both employees and customers. High levels of background music, overlapping announcements, and general store clamor contribute to staff fatigue, increased stress, and lower job satisfaction, which in turn drive higher turnover and make hiring more difficult. For customers, excessive noise disrupts communication, erodes trust, and diminishes the overall shopping experience, leading to shorter visits, lower conversion rates, and reduced loyalty. Despite significant investments in store design and digital engagement, few retailers systematically measure or manage their auditory environments, missing an opportunity to enhance productivity and brand value. The risk of “sonic overload” is particularly acute in fashion and specialty retail, where ambiance is closely tied to spending. By intentionally designing and managing soundscapes, retailers can create healthier, more engaging spaces that support employee well-being and customer satisfaction, ultimately strengthening their competitive position in the market.

IADS Notes: Recent research confirms that unmanaged noise in retail environments is a significant but often overlooked factor contributing to employee stress, burnout, and high turnover. As highlighted in July 2025 by the Times of India, 45% of retail employees report frequent high stress, with workplace stress costing retailers $5.4 million annually per organization and driving critical workforce challenges. Sifted’s April 2025 analysis further demonstrates that high-stress employees are substantially less productive, taking more sick days and making more mistakes, which directly impacts operational efficiency and retention. On the customer side, The Retail Bulletin in April 2025 and McKinsey in June 2025 both emphasize that sensory elements, including sound, are crucial for creating compelling retail experiences, influencing customer attention, dwell time, and conversion rates. The risk of “sonic overload” is underscored by LUXUS PLUS in December 2024, which warns that excessive branding elements, including sound, can erode authenticity and alienate customers, particularly among younger generations. Meanwhile, Maeil Business Newspaper in July 2025 and Forbes in July 2025 document how leading retailers are embedding ESG principles and inclusive design—such as sensory-friendly initiatives—into their strategies, recognizing that a well-managed auditory environment supports both employee well-being and customer accessibility, and aligns with broader ESG goals.

Do you pay enough attention to your sound identity?