Retailers gearing up for the Christmas shopping season can go all out with decorations to create a festive in-store experience with decorations. However, once sense that shouldn't be overlooked is sound.
Joel Beckerman, founder of Man Made Music and author of "The Sonic Boom," believes music is a crucial way to keep customers in stores.
"Sound is the most efficient mode of communication and people get the most immediate reaction to sound," Beckerman told CNBC.
It's not just retailers. Corporations are also taking part in what Beckerman calls a sonic strategy, including six of the 10 largest global brands: Apple, Microsoft, Coca-Cola, GE, Intel and Microsoft.
He collaborates with brands like AT&T to create music and sounds that appeal to a companies' target consumer. His work can include everything from in-store music, to things like the sound your phone makes when an email has been sent.
Beckerman is currently working with a variety of retailers currently to help shoppers stay longer and buy more.
"Apple showed us people will buy things based on emotional experience and how to monetize customer relationships," Beckerman said.
However, when it comes to Apple's physical stores, Apple doesn't play any music. It's an opportunity Beckerman thinks should be tapped into.
Beckerman shared examples with "Power Lunch" of three different retailers strategies when it comes to their sonic experience. For Abercrombie & Fitch, a song like "Get Lost" by Tiny Victories, appeals to teens while simultaneously repelling parents according to Beckerman.
At Starbucks, "A New Life" by Jim James, will help customers relax and feel cool, as part of a multi-sensory experience with the scent of coffee. And inside an AT&T store, one might hear "Green Garden," by Laura Mvula, which Beckerman says decreases perceived wait time and keeps emotions optimistic and moving forward.
Pairing music with shopping and eating makes perfect sense, according to the author. After all, he asks, "Why is Starbucks selling music? Because, they are actually in the 'experience' business."