Well, in my opinion, and I could be wrong, as this is outside of my normal area, but in my opinion, I don't think that, as a customer, I'd be happy with a really loud sound while I'm shopping, in most instances. If it was a Metal / Punk / Grunge / Goth setting, even possibly Hip Hop / RnB, maybe, but for general shopping, I don't think I'd have it too loud.
At a former job, we had ceiling speakers and streamed muzak. It wasn't real loud, from what I remember, although that's been over 15 years ago now. What I distinctly remember was how irritating things got from October through December, with the incessant "Monster Mash" in October, and all the cheery-joy-joy-while-I-had-to-work-and-deal-with-often-rude-customers in November and December.
So, unless someone that knows more and/or knows better has an opinion, I'd check into the generic presets and not worry about the "web" presets, as the "web" presets are louder (although I suppose you could decrease the volume via a volume knob).
Something else is that it will depend on the quality / design of the speaker. If you just have a single-driver "full range", you'd probably want to adjust the highpass up and the lowpass down, probably to 80-100 HPF and 12-14K LPF. If you have better speakers, particularly if they have larger woofers with better surrounds, then probably 50-60 HPF / 16-18K LPF.
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