Navigating the Retail Landscape in 2026: Insights from Retail Specialist Ian Scott How can retailers’ structure for success in the year ahead? That’s the question we posed to retail specialist Ian Scott. With over 20 years’ experience, Ian has a unique understanding...
Experience Becomes Retail and QSRs’ Most Valuable Product
Retail and quick service restaurants (QSRs) are paying closer attention to what it actually feels like to be inside their spaces in 2026. Across both industries, the in-person experience is re-emerging as a primary way brands influence behavior, build connections, and earn repeat visits. The focus has shifted toward the holistic experience a customer has from the moment they walk in to the moment they leave. The most valuable product is now the experience itself.
What’s New in QSR and Retail Customer Experience?
People are more aware of their surroundings than brands sometimes realize. They notice the music playing overhead, the lighting, the screens, the layout, and whether the space feels calm or chaotic. These signals influence how long a customer stays, how comfortable they feel, and how likely they are to return.
What’s changed? Brands now have better tools to shape these retail customer experiences in real time, such as advances in AI, in-store media and sensory systems. These tools allow stores and restaurants to adjust sound, visuals and messaging throughout the day. Instead of setting the environment once and leaving it unchanged, the space can be adjusted to respond to customers and their behavioral cues.
How brands are rethinking the customer experience
As brands rethink the role of physical spaces, several shifts stand out in how retail and QSR environments are being designed, managed and experienced. The most effective retail and QSR environments will treat the space as something active and alive that supports the customer’s experience instead of fading into the background.
The following predictions come from Mood Media’s senior leaders — collectively bringing over 50 years of experience across retail, QSR, and product innovation. Drawing on global research, hands-on client work, and frontline insights from brands transforming their physical spaces, these experts share what they’re seeing and what’s coming next.
In-store media will turn stores into stages for impulse buying
According to Jaime Bettencourt, Senior VP of Global Account Management and Marketing at Mood Media, “In 2026, in-store media will turn shopping into a fully orchestrated, immersive experience, where every interaction is designed to engage, surprise, and guide the shopper. Static displays will give way to pop-up activations, curated music, influencer-led moments, and brand collaborations, all synced with AI-driven insights to deliver targeted content.”
Here’s one example of how this is possible: A shopper walks in and hears music that matches the energy of the room. A screen nearby highlights a product tied to a current campaign. Further inside the store, a brand collaboration appears where people tend to slow down, drawing attention without pulling focus away from the shopping flow. Nothing competes for attention. Each element appears where it makes sense, guiding people naturally.
“We’ll see a deeper marriage of agentic and human curation, using both automation and artistry to deliver hyper-relevant audio and visual storytelling that adapts to location, demographic, dwell time, and even time of day,” says Bettencourt. “This perfectly timed alignment will create emotional connections that drive loyalty and revenue.”
Integrating digital media experiences
What makes this possible is the way media, design and technology now work together inside the physical space. Music, visuals and messaging can adjust throughout the day based on who is in the store, how long they stay and how the space is being used. These environments are designed to create moments that feel intentional and emotionally aligned.
This approach works because atmosphere influences buying behavior. Our 2025 holiday consumer survey found that 46% of shoppers change their routines to visit stores with more appealing atmospheres. When a store feels good, people stay longer and explore more.
Retailers that combine immersive media, data-driven insights and sensory in-store design will turn casual browsing into irresistible experiences where buying feels like an experience, not just a decision.
%
of shoppers change their routines to visit stores with more appealing atmospheres
The store will become a living, breathing brand moment
Jaime also predicts that, “in 2026, the most powerful stores won’t just look or sound good, they’ll feel intuitively right. Retail media, sound, scent, and layout will come together through the psychology of seamless sensory design and contextual relevance, turning every store into a living, breathing brand moment.”
The most successful stores will be choreographed around how people feel the moment they walk through the door. For example, music will shape mood and energy, lighting will influence pace and focus, screens will provide guidance, and scent will add familiarity and nostalgia. When these elements are aligned, they create a sense of ease that carries through the visit.
Shaping customer perceptions
Shoppers are aware of these cues, even when they’re not consciously noticing them. Our survey shows that 82% of shoppers notice music in stores, 68% notice seasonal scents and 56% notice digital signage. This means that signals shape perception before a product is picked up or a decision to purchase is made.
Retailers treat the environment as something that evolves throughout the day. The tone during a lunch rush might feel different from the tone later in the evening. Music shifts, screens change, and the overall pace adjusts to how people are using the space. These changes tend to be subtle, but their impact lasts. Over time, the way a store feels becomes part of how the brand is remembered.
Every store will become a media channel
The physical space will function as a continuous channel for communication. Messaging, storytelling, and atmosphere will be delivered throughout the visit instead of being tied to fixed campaigns. The space communicates without overwhelming the shopper. For example, screens update as the day progresses, music responds to changes in energy, and visual merchandising reflects seasonality and local context.
Data supports the value of this approach. Our holiday research found that 41% of shoppers spend more time browsing when surrounded by seasonal backdrops. The more time the space creates, the more opportunity for discovery and connection.
Younger shoppers are especially responsive, with 54% of millennials and Gen Z saying they change their shopping habits to seek out stores with a stronger ambiance. For brands focused on long-term loyalty, the physical environment has become one of the most effective ways to stay relevant.
%
of millennials and Gen Z say they change their shopping habits to seek out stores with a stronger ambiance
%
of shoppers spend more time browsing
AI will help curate the soundtrack to your shopping trip
Trey Courtney, Global Chief Product and Partnerships Officer at Mood Media, foresees that “AI will shape behavior and emotion in physical environments in 2026 by curating playlists with precision, syncing music and voice to the energy of the space, the time of day, and the brand’s personality.”
Across both retail and QSR, sound shapes emotion quickly, and shoppers notice when it’s done well. Our holiday survey found:
%
of consumers notice music in physical spaces
%
of millennials and Gen Z said curated playlists improve their in-store experience
%
of shoppers said curated playlists make a brand feel more thoughtful
The role of AI in retail customer experiences
From national leaders to neighborhood boutiques, we’ll see a deeper marriage of agentic and human curation, using both automation and artistry to deliver relevant audio and visual storytelling that adapts to location, demographic, dwell time and even time of day.
AI helps manage timing and placement so that content changes based on what’s most relevant to the environment. But, creative teams still choose what the content looks and sounds like. AI supports the process but doesn’t replace human decision-making.
When AI is applied to audio responsibly, with careful attention to proper content licensing, sourcing and transparency, this technology can foster stronger brand connections with shoppers and make sound one of retail’s most powerful storytelling tools.
Experience will be the new currency of QSRs
According to Kevin Jones, VP and GM of QSR and Franchise Hospitality at Mood Media, “The definition of value across QSR markets is shifting from price and speed to experience and personalization. Technology will remain the backbone of that change, but not the story itself.”
According to our research:
%
of consumers said seasonal ambiance enhances their restaurant experience. That experience translates into behavior.
%
said atmosphere encourages them to stay longer.
%
said it leads them to spend more than they originally planned.
Technology will support this shift quietly in the background. Ordering systems and loyalty platforms that keep operations running smoothly, but the physical environment carries the emotional weight of the visit.
The physical environment shapes the emotional aspect of the experience. QSR brands will deliver consistency while adapting to local expectations with sound, seating, layout and pacing that vary by market. These choices influence whether people linger, how comfortable they feel, and how they perceive quality.
Personalization will go beyond loyalty apps and meal suggestions to include design, sound, and sensory cues that make every location feel relevant to the community it serves,” Jones adds.
Sensory design will become an ongoing operating system
In the past, sensory design was something brands would typically set and only revisit occasionally. Now, it will become something they actively manage. As environments begin changing throughout the day, the retail customer experience moves from a design decision to an operational one.
Retailers and QSR brands will start treating sound, visuals and environment the same way they treat staffing, inventory, or service flow. These elements require attention because they affect how the space performs hour by hour. A store that feels right in the morning can feel misaligned later in the day if adjustments aren’t made.
This shift will change the way teams work. Experience will no longer be owned by a single department or tied to seasonal campaigns. It will sit across operations, marketing, and brand. AI will help manage complexity, but humans remain responsible for intent, tone and overall judgement.
The future of QSR and retail customer experience
The role of the physical space has changed across retail and QSR. Stores and restaurants will now be treated as systems that need to respond, adjust, and stay in sync with the people who visit them.
This will change the way brands show up in the real world. Experience will become something that is continuously shaped based on a variety of factors. Brands must understand that experience is not simply a campaign or add-on; it’s how the space operates every day. When that operation feels thoughtful and well-managed, the result is a place people want to return to.
This is what will define experiential retail and QSR in 2026.
Shape the future with Mood Media
Ready to put experience to work in your spaces? Mood Media helps brands design and manage sensory experiences that adapt in real time. From AI-supported audio and curated playlists to integrated visual and media systems, we combine technology, insight and creative expertise to turn atmosphere into a strategic advantage. Connect with us to learn how a thoughtful sensory strategy can help your brand stay relevant, responsive and memorable in 2026 and beyond.
About the Authors
Jaime Bettencourt
Jaime Bettencourt, SVP of Global Account Management and Marketing at Mood Media, is an accomplished senior-level sales and marketing leader with a proven ability to achieve double-digit revenue growth, recognized for designing world-class customer experiences for leading lifestyle and retail brands. She has a robust track record for leading teams and leveraging custom, complex in-store marketing, media, and technology solutions for Fortune 100 clients in the retail space. Throughout Jaime’s 20+ years in the experiential industry, she’s been in various marketing, branding and sales leadership roles and has worked with global organizations to enhance in-store experiences through targeted brand initiatives and marketing strategies supported by customer insights and analytics.
Kevin Jones
Kevin Jones, VP of QSR and Hospitality at Mood Media, brings vast experience transforming how restaurants and hospitality brands connect with customers through sensory media and technology. Throughout his 17-year tenure at Mood Media, he’s built a reputation for translating evolving consumer expectations into strategic in-store solutions that drive measurable results. Kevin partners with both global QSR leaders and regional hospitality brands to deliver experiences that balance operational efficiency with authentic customer connection, leveraging real-time feedback and market trends to shape solutions that improve both guest satisfaction and bottom-line performance.
Trey Courtney
Trey Courtney is a seasoned leader with over 20 years of experience in technology development and professional services. As Chief Product and Partnerships Officer at Mood Media, he spearheads the company’s global product strategy, bringing innovative visual and interactive solutions to market. Trey’s expertise lies in building and nurturing strategic partnerships that propel Mood forward. He has fostered key collaborations with industry giants like Pandora, Sonos, and DISH Network, expanding Mood’s reach and influence. Prior to Mood, Trey honed his skills across various product management and professional service roles at both established companies like Accenture and exciting startups. At Accenture, he managed development projects for major players like eBay and Sun Microsystems, demonstrating his ability to navigate complex technological landscapes. Beyond his corporate responsibilities, Trey actively contributes to the tech startup ecosystem. He mentors startups at Capital Factory, fostering innovation and growth in the Texas tech scene. Trey holds a BA in Finance from the University of South Carolina and maintains his competitive edge through multiple certifications in product management and delivery.
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