In recent years, many shoppers have turned to private label products as an affordable alternative to branded goods, particularly amid inflation and rising costs. With the growth of store brands hitting record highs, the trend shows no signs of slowing down. According to Store Brands, private label sales have surged, with shoppers seeking cost-effective options, particularly in response to recent economic uncertainty.
Yet, this trend poses a unique challenge for established brands – How can they effectively compete with the rising popularity of private labels in the store, where decisions are made on impulse and price is a dominant factor?
The Growing Influence of Private Label
Consumers have always had an eye on price, but the pandemic and its aftermath have heightened the importance of making cost-conscious decisions. Total Retail notes that shoppers are adjusting their habits, with some permanently altering their purchasing behavior. For many, private label goods represent a smart, budget-friendly solution without sacrificing quality. With consumers becoming more familiar and comfortable with store brands, private label products are increasingly considered a legitimate alternative to established brands.
As this shift continues, brands face the critical question: how do they protect their market share from the growing influence of store-brand products?
The Power of In-Store Audio Advertising
One answer lies in a sound strategy: in-store audio advertising. Often overlooked as a tool for shopper engagement, in-store audio can be a game-changer in combating the growing dominance of private label products in retail spaces.
Steve Triplett, SVP of Advertising Sales at Vibenomics, said, “In-store is the battleground if you are protecting your brand against private label share erosion. This is where consumers make the decision to grab the private label product or your brand.” The store, Triplett argues, is private label’s home turf — and it’s where brands need to be as well.
How In-Store Audio Works
In-store audio provides a direct and impactful way to communicate with shoppers when they are most receptive to marketing messages . Unlike digital ads or television commercials, in-store audio has the advantage of being right where the purchasing decision happens. It’s not just about reminding customers of a product’s benefits; it’s about creating a lasting impression when they’re in the aisle, ready to make a choice.
By delivering tailored, branded messaging in the right moments — like when customers are browsing, approaching a shelf, or deciding between products — in-store audio can drive action and sway purchasing decisions. With the right messaging, brands build emotional connections with shoppers and reinforce the quality and value they offer, distinguishing themselves from private label alternatives. Instead of competing solely on price, brands can highlight what differentiates them — superior quality, unique features, or long-standing trust. In-store audio can reinforce these brand attributes when they matter most.
Real-World Impact: Vibenomics’ Success Story
The effectiveness of in-store audio advertising is not just theory. Vibenomics, a leader in audio solutions, has worked with major CPG brands to deliver measurable results. For example, a leading fresh, frozen, and refrigerated chicken brand utilized Vibenomics in-store audio to combat a rising shift to private label products, resulting in a 7.2%+ sales lift in the featured items (Circana, April 2024). This campaign featured ads that highlighted the brand’s pure ingredients and the added convenience of purchasing within the product line. The ad emphasized saving time, the ease of meal prep, and quality. Remaining contextual and relevant, the campaign prompted shoppers to locate the brand in the fresh, frozen, and refrigerated meat sections within the store.
These results clearly demonstrate how in-store audio can drive awareness and sales, offering a strong return on investment. In a competitive environment with high price sensitivity, this underscores the power of effective in-store messaging in securing brand loyalty, even against the incursion of private label.
Why It’s Time for Brands to Act
With private label products gaining ground, now is the time for name brands to invest in in-store audio advertising. The battle for customer loyalty is happening at the point of purchase, and traditional advertising channels alone aren’t enough to sway in-the-moment decisions. Shoppers are not only comparing prices but evaluating experiences, perceived value, and brand reputation.
As Triplett succinctly says, “You’ve been speaking to them everywhere else but the store, but the store is private labels’ home turf, and you need to be there too.” It’s time for brands to use the power of in-store audio to reclaim that space and remind shoppers why their brand is the superior choice.
In-store audio advertising is more than just a tool — it’s a strategy that empowers brands to make an impact when it matters most. In-store audio helps brands reinforce their identity in the very place where purchase decisions are made. By maintaining a consistent presence at the point of purchase , brands can create an immersive experience and remind customers why they trust and prefer their products. This sense of familiarity is key to persuading consumers to choose the name-brand product over private label.
Conclusion
In the battle between established brands and private label, in-store audio presents a unique opportunity for brands to reinforce their message at the critical moment when consumers decide what to buy. As private labels continue to gain traction, brands can no longer afford to sit on the sidelines. By leveraging the power of in-store audio advertising, they can drive sales, increase customer loyalty, and differentiate themselves from the competition — all while competing head-to-head with private label alternatives.
In this age of rapidly changing consumer habits, in-store audio advertising can make all the difference.
Getting Started With Vibenomics
Vibenomics is a leading in-store advertising provider, reaching over 170 million unique shoppers and 1 billion shopping visits monthly. Our platform enables brands to deliver impactful audio, display, and experiential ads to engage consumers in real time.
Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today!
