The soundtrack of an Apple store is people talking about Apple products.
Because Apple's social media is its stores. Think about that. They don't participate in what we generally consider SM, their stores are their social media. People are talking to Apple employees and each other. They're sharing their information with other people shopping. There's never silence is an Apple store, at least not the ones that I've been too.
Is your brand strong enough to create its own soundtrack? And with that soundtrack be upbeat and sharable? Or would it be somber, negative or worse, would you have no soundtrack at all.
If you run a retail business, try turing off the sound system and listen to the soundtrack that remains. Then start thinking about how to compose your own soundtrack.