You are correct. I used to work for a company in the Netherlands that does this for a couple of big brands, often for every store worldwide. I was in technical support for the music players.

They had two guys, who were also DJ's in some local clubs, work in an insane spreadsheet to decide the music for many different brands. Whenever I'd hear a cool new track I'd tell them. That way a track I found ended up playing in a bunch of stores worldwide, pretty cool.