Retail businesses are constantly seeking an edge to attract customers and enhance their brand identity. While visual merchandising and store layout are often the primary focus, the power of audio is an unseen yet profound influence that shapes customer behavior and defines a store’s atmosphere. From background music that sets an emotional tone to critical paging systems, a professional audio setup is more than just an accessory; it’s a fundamental component of the modern retail strategy.
We explore insights from Tom Lureman, director of engineering and product management at AtlasIED, a company with over 90 years of experience in innovative audio solutions. Lureman breaks down how a well-designed audio system can transform a retail space, improve operational efficiency and ultimately create a more engaging and consistent customer journey.
Setting the Stage: The Science of Sound in Retail
Audio is one of the most subtle yet impactful elements within a retail environment. While customers may not consciously register the specifics of the sound system, it works in the background to set the emotional tone of the space. “The right playlist can make a store feel warm and inviting, or energetic and fast-moving,” explains Lureman. This makes audio a direct extension of a brand’s identity.
Consider the difference in atmosphere between a high-end luxury boutique and a quick-service restaurant. The former might use a carefully curated playlist of sophisticated, slower-tempo tracks to create an image of exclusivity and encourage leisurely browsing. The latter, however, will likely use upbeat, high-energy music to keep the environment lively and promote quicker customer turnover.
There is a science to this approach. Studies have shown a direct correlation between music tempo and customer behavior. “Slower music encourages browsing and staying longer,” Lureman says, which can lead to increased sales as customers have more time to interact with products. Conversely, faster music facilitates quicker traffic flow, an essential factor for high-volume businesses.
Beyond music, a professional audio system is critical for operational communications. It provides the backbone for promotional announcements, paging staff, and, most importantly, broadcasting emergency messages and evacuation instructions. A well-engineered system ensures consistent, intelligible coverage across all zones of a store, eliminating areas that are too loud or too quiet. This reliability creates a seamless and professional experience for both customers and employees.
Bridging the Gap: Making Advanced Audio Accessible
One of the biggest hurdles in implementing sophisticated audio technology in retail is user adoption. Retail employees are focused on sales, customer service and daily operations — not on becoming audio engineers. If a system is complex or difficult to manage, it will simply go unused, negating the investment.
AtlasIED addressed this challenge head-on with its Atmosphere platform, which was designed specifically with the end-user in mind. “We designed Atmosphere from the beginning to make it approachable for end users, but flexible for installers,” says Lureman. The goal was to empower employees to control their environment without needing extensive training or fearing they might “break something.”
The platform achieves this through a range of intuitive control interfaces:
- Simple Wall Controllers: For basic adjustments.
- Advanced Wall Controllers: For spaces requiring more granular control.
- QR Code-Based Mobile Access: Allows staff to use their own devices for quick changes to volume, music source, or presets without needing a dedicated app.
While the front-end experience is simple, the back-end offers powerful tools for system integrators. Installers have full control over what end-users can see and adjust, hiding complex settings to keep the interface clean and intuitive. This customization ensures that employees have access only to the functions they need for their daily tasks.
Furthermore, the Atmosphere Cloud service enables integrators to manage client systems remotely. If a retail chain reports an issue — such as volume levels being too high or too low across multiple locations — the integrator can log in and make adjustments without a costly and time-consuming site visit. “This really gives our integrators a way to provide better service to their customers, and the end users ultimately have a better, more consistent experience,” Luhrmann adds.
Building the Ideal Retail System: A Comprehensive Toolkit
While the Atmosphere platform serves as the “brain and the brawn” of an ideal retail system, a complete solution requires a diverse range of components tailored to the specific space. With its extensive history, AtlasIED has developed a vast portfolio of loudspeakers and amplifiers to meet nearly any architectural or acoustic need.
“A goal in retail is even, balanced coverage around a space, so customers and employees have a consistent experience no matter where they are,” Lureman explains. This requires a variety of speaker types. The ideal system starts with Atmosphere at its core, which not only provides powerful digital signal processing (DSP) but also features models with built-in amplification, streamlining installation. Intelligent amplification allows for easy-to-set factory presets optimized for AtlasIED’s wide array of loudspeakers.
The company’s loudspeaker lineup includes:
- Strategy Series: Long-running and reliable ceiling speakers with dozens of variants for different applications.
- Pendant-Style Speakers: Perfect for open-ceiling concepts common in modern retail design.
- Column Loudspeakers: An effective solution for acoustically unique or challenging spaces.
- Atlas+Fyne IsoFlare: New ceiling and surface-mount speakers that deliver incredibly even sound reproduction across all frequencies with consistent voicing.
- AtlasIED Surface Mount Series: Ranging from 4-inch to 10-inch models, including subwoofers, these are perfect for larger retail spaces or bars that need more impactful sound.
If the built-in amplification of an Atmosphere unit isn’t sufficient for a larger or more complex project, AtlasIED offers standalone amplifiers like the new CLA series. These 2- and 4-channel amplifiers are a great match for the Atmosphere DSP, providing the power needed to drive any combination of speakers. This comprehensive toolkit allows integrators to design and build a truly tailored system that delivers on performance, reliability and brand identity.
More Than Just Music
Ultimately, audio in a retail setting is about curating a complete sensory experience. It’s an integral part of the brand, the atmosphere and the customer journey. By combining modern, user-friendly control platforms with a diverse and time-tested product lineup, companies like AtlasIED are empowering retailers to leverage the full power of sound. From creating an inviting ambiance to ensuring clear communication, a professional audio system is a critical investment in building a successful and memorable retail environment.
