In the United States, most stores have had November 24, 2017 circled in bright red on their calendar for months. Why? Someone’s birthday? Nope―a different kind of holiday. This date marks a little something businesses call ‘Black Friday’. Traditionally, Black Friday is the busiest shopping day of the year and is also considered the kickoff to the holiday shopping season, a critical time for most retailers.
In 2016, more than 154 million consumers shopped in stores and online, which was about 3 million more than the same period in 2015, according to the National Retail Federation survey. With those numbers―and the competition for shoppers becoming stiffer every year―stores must bring their top tier game to the table. Business owners need to think about how they are creating a vibe that now only draws Black Friday customers in, but makes them want to open their wallets, too.
Most stores will have their holiday decorations and lights on, their scented fragrances plugged in, and their merchandise positioned just right for eager shoppers. And, while they may have already tuned to their favorite 24/7 holiday radio station, it may be time to think a little bigger about how to use in-store music and announcements to make sure the vibe is just right.
Feeling a little lost? Well, this is the right place! Read on for 4 key tips for using in-store audio to create the exact right Black Friday vibe to kick off the holiday shopping season with a bang.
During Black Friday, most shoppers are in the gift-buying, holiday spirit. Help keep them that way with a great holiday soundtrack. Before putting that playlist together, consider the audience the store brings in. The more contemporary the target audience, the more contemporary the holiday music choices should be. For a retail store catering to edgier clientele, however, more modern musical takes on traditional holiday tunes can help keep the spirits up. But, for yet another audience type, only the classics from childhood will do. If the store attracts shoppers of all ages and from all backgrounds, then blending both classics with more modern tunes is likely the best option. Whichever direction is decided upon, a carefully curated holiday playlist is what Black Friday shoppers are after when they’re sipping hot chocolate buying those stocking stuffers. Deciding upon the right tunes will help to create the perfect Black Friday vibe from the moment they step foot in the store.
There has been study after study done on the effects of tempo and how it relates to retailers. The topic of tempo has certainly been addressed in this blog before due to its importance when selecting just the right playlist. A careful balance needs to be created between faster, upbeat tunes and slower, more mellow ones. Most business owners want customers to take their time while shopping, taking time to look for what they may want to buy and, of course, not feel too rushed.
While all of this is true for most any day throughout the year, Black Friday is a different story. Not only are customers typically rushing from one store to the next, but they’re in search of the perfect deal. That means the amount of foot traffic through the store will likely be higher than normal, and the energy of the customers (even at 4am) will also be much greater. It’s important to keep people moving at a comfortable, but relatively quick, pace to keep aisles clear and lines manageable―and, believe it or not, playlist tempos play an important role in achieving this goal.
In the rush and excitement of the Black Friday frenzy, shoppers will rush right on by all the carefully designed signage that highlights the doorbuster deals and buy-one-get-ones. Calm, happy overhead announcements can break through all the craziness and make sure shoppers are finding exactly what they are looking for. And, because offers and availability can change so quickly, it’s worth investing in an on-demand system that can help stay up to date on stock and price changes. Some retailers, for example, may have bigger sales earlier in the day on Black Friday, with prices slowly climbing up until closing time. Because of Black Friday sale nuances, it’s more important than ever to over-communicate changes to customers in order to prevent angry shoppers.
In addition, lines will (with any luck) be a major issue. Using announcements to communicate wait times will help keep customers calm while allowing the store employees to provide the best service and organization.
Yes―a huge part, by all means. But who do those all-important customers interact with when in the store? The employees and staff members. Keeping the staff happy and organized with in-store audio can be the missing link between miscommunication and confusion. That confusion will not only look bad when team members are unable to answer questions or have misinformation, but can also put that employee in a sour mood, making their interactions with customers just as unhappy. Happy staff don’t just mean happy Black Friday customers, but happier, loyal year-round customers.
While all through the year in-store audio can make a difference in the customer experience, Black Friday offers the opportunity to reach more people and bring some peace to a potentially chaotic day. Businesses need to use every tool in their box to keep customers happy, excited, and in the holiday spirit.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
If the failure of Prohibition taught anything, it was that the liquor industry will survive. As such, today’s liquor stores may think they don’t need to spend time or resources in marketing. Put up the bottles and they will come, right? Not so fast.
All of those closed, boarded up liquor stores may have a different opinion. It’s important to find ways to promote the store and its products if business owners want to be the go-to shop for their target audience to spend their money. Most liquor stores are probably using one or two of the marketing tactics on this list, but is there certainty that target customers are as informed as they can—and should—be? This is where using in-store audio can help make all the difference.
Read on to find out 5 ways in-store audio can take a store’s “pretty good” tactics to a whole new level of marketing success.
Many liquor store shoppers wouldn’t consider themselves experts in pairing food items with their favorite wine, beer, or cocktail. Offering samples of potential pairings allows for customers to learn about the different offering available while simultaneously drawing in a more sophisticated customer demographic.
But, what’s the point of hosting these events if no one knows about them? In-store announcements leading up to the event can be a great way to keep customers in the know. Putting up flyers can help reinforce the message, but often customers will walk right by without reading or even noticing them. Using audio can help ensure that even the savviest beverage connoisseur marks the event on his or her calendar.
A customer is wandering about the store completely confused about what beverages to serve at a dinner party that night. Then, suddenly, the voice on the store’s speakers announces that the store has all the makings for a wonderful new seasonal cocktail. Boom! Problem solved.
Many liquor stores run specials on products that are more likely to be purchased during certain times of the year. For example, a lighter beer or wine in the summer and something a little heavier, like a good barrel-aged bourbon, in the winter. Using announcements to showcase those selections can be extremely valuable to customers who aren’t sure what they should serve, or are just looking to try something different.
Similar to pairing events, what is the point of bringing in the best wine rep in town to offer a tasting of their rare vintage Pinot Noir if no one shows up? These events can be great for drumming up excitement around a new brand or product—but only if customers actually know about it. Alerting customers of a free tasting of a new liquor brand via an in-store announcement—while they are already shopping—can be a great way to bring them back and, ideally, encourage them to buy again.
If the store is running a special, it makes sense to use every marketing avenue to make it successful. Running ads in the local paper, radio, and television may be helpful, but are relatively expensive and can easily be missed by target customers. Using an on-demand in-store audio announcement can hit customers while they are already shopping in the liquor store. They may not be there on the hunt for beer, but when they hear about the great deal the store is offering, they may just have to grab a six-pack (or two) before they go!
Most everyone can relate to the last minute scramble before a holiday party. It can be easy for someone overlook picking up the all-important bubbly before a holiday gathering, even though they were just in the liquor store the day before! But the scenario can play out differently: while they’re picking up their go-to beer, they hear an in-store audio reminder to remember champagne for that holiday party. They suddenly remember that they’re guests at a party the next night, so they grab a few bottles and are extremely grateful for the reminder.
There are so many ways that liquor stores can use in-store audio announcements to help with making their marketing events and promotions successful, becoming the one stop shop for customers. And it’s not an option—they need to engage in order to survive. With increasing competition from grocery stores, not to mention the added issues that come with a heavily government regulated industry, liquor stores need to work to find new ways to educate customers and keep them coming in for all their beverage needs.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
The customers are rolling in. One by one they walk through the store and…leave without buying anything. Or leave angry because they had to wait too long. Or they leave without signing up for the big event next month. What’s going on? Once a customer walks through the door into the store the job is done, right? The work is over and now store owners can sit back and watch the sales roll in.
While some businesses may think that way, it’s definitely not an effective way to make a sale and ensure a loyal customer. Getting customers into the store is only part of the battle. It is up to business owners to not only get them there, but ensure they are leaving a happy and satisfied buyer.
In-store announcements can be a great way to get all manner of information across to customers while they are present. Take advantage of the fact that they are in the store and, in some ways, a captive audience. These announcements can be a great way to move the bottom line and keep customers in the know.
What are some in-store announcements that (most) businesses should be using but may not be? What ways can businesses use customized, in-store audio to get ahead of the competition? Read on to find out.
Customers may not know as much about the store as owners think they do. Are store hours changing? Will there be changes to product because of seasons? Is the store moving to a bigger and better location? Keeping customers informed on what is going on in the store can keep them from getting frustrated or feeling like the business they are loyal to doesn’t care about them. For example, when launching a new product or service offering, use in-store announcements to educate shoppers in a series of short vignettes. Think about things from the customer’s point of view. Will this information be valuable to the shopper? If yes, make sure they know.
The nightmare of having a party and no one coming is doubly terrifying when it impacts a business. If a customer is already in the building, they have already quite arguably taken the first step. A special event may be the thing that creates a return, loyal customer. Make sure these customers who are already perusing the aisles or using the service know about any upcoming events with in-store announcements. That way, owners don’t have to worry about having a party of one.
One of the most frustrating things about having to wait is the uncertainty of how LONG the wait will be. Keeping customers informed about how long their wait will be or what the current wait time is can help customers maintain proper expectations. If a customer knows, for example, the wait time for an oil change is going to be 2 hours or the service desk is only servicing ticket 12 and they are ticket 30, that customer can decide whether to come back or stick it out. Either way, they know what to expect.
Imagine how disappointed a customer would be making a large purchase only to find out that the product could have been 25% off if they had just waited until next week’s special. Or, how disappointing the store’s profits would be if a customer didn’t know a product or service was on sale so they didn’t even consider making the purchase or buying the membership? Keeping customers—particularly while they are in the store—updated on special offers or in-store discounts can ensure they’ll take a second look.
While covered here on the blog before, it is worth revisiting how in-store announcements can be a great way to tie together the on and offline shopping experience. Today’s customer has likely been to the business’ website or follows one of their social media channels. Take advantage of having the customer in the store and encourage them to “like” or use a special hashtag for an in-store offer. The digital channels will see benefit, as will the brick and mortar.
In-store announcements can be the key to closing the gap between a customer who leaves without a purchase or just leaves with a less than ideal experience. Using customized, in-store announcements in creative or unexpected ways can truly make all the difference. Remember, the ultimate goal is to make all of the in-store messages interesting to the customer and show a full range of what the business can do for them.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
Don’t feel like working out? Turn up the tunes and get to it. Finding trouble focusing? Put on some classical music. Need to shake a bad mood? Find some upbeat music and turn it up!
Most people spend a significant part of their day listening to music for one reason or another. They listen during a commute, through headphones while trying to power through a to-do list at work, while trying to make it through an exercise routine, and, of course, while visiting favorite stores or businesses. However, few spend time thinking about the science behind the music and why it has such an impact.
From the unique way the right music can increase productivity to how a certain chorus can bring tears or laughter, the science of music is fascinating. Here are 8 interesting facts that may be surprising when it comes to how it impacts us every day.
The phrase “music soothes the savage beast” isn’t just a nonsensical phrase. Music, specifically slow tempo, classical music, can relax both body and mind. It has also been well documented that music can slow the pulse and heart rate, lower blood pressure and decrease stress hormones.
Recently, a study published in Psychology Today found that in subjects over 69, processing speed, episodic memory, and semantic memory were better when listening to music. It was also found that music improves self-esteem as well as relieves depression in the elderly.
In a 2012 study from The Journal of Consumer Research, researchers found that creative processes improved when participants listened to ambient noise at a moderate volume, but could suffer at a louder volume. It stands to reason that soft, ambient, lyric-free tunes can be the thing to get the creative juices flowing.
No, no…they can’t learn to play an instrument or read music, but it turns out music has an impact extremely early on. While it’s hard to tell long term impact, a 2013 study suggests that babies can not only learn a melody played to them while still in the womb, but they can recognize it after they are born. Those same melodies can also serve to relax the baby after he or she is born.
Interesting research from Frontiers In Psychology reported that if the music gave people “the chills” (meaning moved them in a positive way), they are more likely to give money. And if the music didn’t fit the mood, they gave less. So make sure the soundtrack fits the audience at the next fundraiser!
This blog has previously reported on the way music can impact a workout, but it warrants repeating. Scientific studies found that there are “5 key ways in which music can influence preparation and competitive performances: dissociation, arousal regulation, synchronization, acquisition of motor skills, and attainment of flow.” Bottom line? Pump the jams while pumping iron.
Music can create a change in the cardiovascular system, according to a paper published in the journal circulation. Unlocking more about how musical rhythms impact physiology can provide insight into new therapeutic treatments for stroke and other similar heart-related conditions.
Flowers grow faster by listening to music. So, according to research done in South Korea, play the mums a little Mozart and they’ll perk right up. The study found that “music helped plants grow at a faster pace, and is evidence that plants have genes that enable them to ‘hear.’”
Music is a powerful thing—much more so than most even realize. As the research grows, so does our love for and desire to have music in our lives.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your customers.
Great products? Check. Clean displays? Check. A well crafted brand identity? Definitely. An in-store vibe that fits that business’ brand? Che…wait…a WHAT that fits the brand?
For many of today’s businesses, having a great product, display and staff are only part of the battle. To create a truly successful business, owners must think about the the overall atmosphere—or vibe—of their business. Is it sending the message they want to send? Is it attracting the right target customer groups?
Creating the right atmosphere for a business means considering many different factors. These details should serve to reinforce the overarching brand so that the first impression of a guest, and the overall vibe of the business, makes sense. And, just as importantly, brings them back to the store.
Every choice made when seeking to create the right vibe for a business can impact the mood of the customers, the staff, and the overall experience the business fosters. Here are a 5 things to consider when working to build out the right vibe for a business.
Finding ways to put special and unique touches throughout the store can really be a great way to solidify the style and vibe of the store. For a retail clothing store, for example, creative price tags, branding the merchandise bags in a fun way, or even making sure the clothes hangers are uniform and stylish can help reinforce the overall feel of the store. But, make sure these details are ones that will resonate with the target customer group. Going back to the clothing store example, If the business is working to create an upscale, sophisticated, luxury vibe, the merchandise bags should reflect that, and, to quote “Mommie Dearest,” maybe no wire hangers.
Imagine walking into a store and what is playing overhead doesn’t mirror what the store is selling or—or worse—it is silent. None of that serves to make customers feel good about the experience. Music is one of the most important factors to consider when creating the ideal vibe for a business. According to research from DJS, 91% of retailers surveyed believe music makes both customers and staff happier. What soundtracks are going to make customers enjoy being in the business more? For example, a gym or fitness oriented business should focus on playing upbeat, high energy music—and leave the easy, soft rock for the dental office down the street. Businesses must create a vibe that works to their best advantage, and using music to create an atmosphere that not only brings customers in, but keeps them coming back.
While the hearing category is covered with the in-store music, businesses should also be sure to include sight and smell when creating their ideal vibe. If something doesn’t look right, customers won’t buy it. Specifically, lighting can be an owner’s friend—or their greatest enemy. Choose lightning that displays merchandise or the space in the most flattering way possible. Extremely bright—or the reverse of too dim—can have a major effect on the store’s vibe. In the case of a restaurant, too bright isn’t good and too dim can have customers wondering what the owners are hiding. The same is true for smell. Smell is the sense most closely tied to emotion, so it is an extremely important element. A craft store, for example, may consider a mild, seasonal candle. Nothing too overpowering, but a nice, light scent can get customers in the right mood.
In-store announcements can be a great way to share news about special offers, upcoming events or any number of informative pieces with customers. However, the tone, volume and verbiage of those announcements can make or break a business’ vibe. Make sure the voice talent for these announcements serves to reinforce the feel and not detract from it. Also, make sure that the wording used will be impactful for the customer base. Stay away from trendy sayings if the target customer won’t understand them. Once again, it all comes down to considering the target customer.
By far, one of the most important factors that plays a role in the overall vibe of a store are the people who spend the MOST time in it—the employees. What are they wearing? Are they up to date with the product offerings? How are they greeting or saying goodbye to customers? Hiring employees who are most likely to reach the customer base is one part of having an engaged and impactful staff. The next part is training them to inherently reinforce the vibe the business is looking to create. Make sure there is consistency where there needs to be, but allow room for each employee’s talent to shine.
In the end, the decisions made for any of the above factors should orbit around one critical thing —the target customer. What do THEY want? What do THEY expect? Each factor is important in its own right, however business owners should always keep the customer at the core. And, by creating the in-store vibe they want, customers will likely want to spend more time there—and more money.
Interested in learning more? Request a demo of Vibenomics today, and learn how you can start creating on-brand music and messaging for your in-store customers.
Many business owners believe they can find a solid station or playlist that appeals to their target audience group, then sit back and be done with it. And if that is the approach they are taking, they are only letting in-store audio do a fraction of what it is capable of. They should consider implementing a process called “dayparting”.
Dayparting is a term that originated in the radio industry. It is used to describe parsing the day into different, benchmarked times throughout and playing certain songs or content at a certain time of the day. You can read more about dayparting and its history in an earlier post here.
While radio is the origin, businesses also have good reason to consider dayparting as it pertains to their in-store audio. Understanding and catering in-store audio to a target audience is only part of the equation of making in-store audio work best for the business. The audio programing must be tailored according to what those customers do during different parts of their day (hence the term dayparting!).
First of all, the most important aspect, regardless of time of day, is knowing the customer. Market research indicates who the target audience is for the business, but understanding more about their habits and preference for the time of day can be the perfect added touch.
In order to take a closer look at how dayparting can help widen a store’s appeal to different audiences while also increasing sales, let’s take a quick look at how the radio industry parts its days. The work days, meaning Monday-Friday, are split into five separate groups for radio purposes by Nielson audio. Those segments include morning drive, midday, afternoon drive, evening, and overnight.
For this purpose, let’s focus on the categories most likely relevant here—morning, midday/afternoon, and evening. How can dayparting using these categories appeal to different audience groups?
The Morning Crowd
Let’s say the business in question is a popular coffee shop. The morning rush is often the busiest time. Likely, customers want to come in, grab their coffee, and be on their way to the rest of their day. And that’s fine with the coffee shop as customers lingering around take up valuable table space or create a more crowded ordering area. Playing more upbeat, higher tempo (but non-intrusive) music can move the customer along without them even realizing it. It also creates a nice, happy tone to start the day. These factors allow the shop to appeal to this particular, highly-prized demographic.
On the other hand, consider early morning grocery shoppers. This audience would likely appreciate a more relaxed tone. Maybe kids were just dropped off at school and it’s that brief moment of peace for a parent. Or a night shift worker is stopping in to get a little shopping done before heading to bed. Playing something that allows them to breathe and take their time will likely be welcomed.
The Mid-day Visitor
Again, determining what to play over the in-store speakers at this time of day depends on the target demographic and goals of the business. For example, if a restaurant is looking to do most of their sales during mid-day business meetings and lunches, that may be the best time time to play popular music and make more important on-air announcements. On the other hand, think back to the coffee shop example. Mid-day may be slower for the restaurant, or they may have a similar coffee meeting business crowd. If that’s the case, they would likely want to encourage patrons to stick around for a while with a slower paced, softer tone. And this mid-day time may be a chance to add some announcements voiced in a smooth, gentle tone.
The Evening Rush
When it comes to the evening rush, it’s important to, again, consider the business and the target audience. Take two different bars for example. One is a more upscale, cocktail bar. The other is a big, loud sports bar. These may have a bit of customer overlap in demographics, but think about what experience the audience is looking to have by walking in the doors. A customer walking into the sports bar expects loud music and maybe on-air game announcements or drink specials. The customer who walks into the craft cocktail bar would likely turn right around if they had that type of audio experience.
At the root of dayparting is a consideration of the customer experience. What does each audience at each part of the day want to hear? While the morning customer may be the same general target as the evening customer, are they really expecting an identical experience?
Dayparting allows businesses to create an audio experience that appeals to the particular customer at the particular time they walk through the doors.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
Regardless of the industry, one thing that business owners can be certain of is the only constant is change. Address or hour changes, product launches or enhancements, businesses are constantly moving and adjusting to stay competitive.
When Fuzic launched, there was no misconception about eventually having to face some of those challenges head on. Recently, one such challenge the business has been working through relates to trademark issues with the name. Fuzic has managed to create a strong brand around that name in a short amount of time. However, rather than spend time on legal issues, Fuzic has chosen to take the brand in a new direction, free and clear of trademark issues, freeing up time to focus on providing customers the best possible experience.
This new brand direction came after extensive customer conversations in which we gathered feedback about how customers are using Fuzic, and how they would like to use Fuzic. Based on that valued feedback, we’re rebranding to become Vibenomics, effective immediately.
Vibenomics reflects the evolution in the way our customers view this technology. The platform has become something much more than just a vehicle for music and messaging. Customers can look to Vibenomics as a way to control their store’s vibe while driving the economics of their physical space. There are 4 main ways customers can control their brand’s vibe by using in-store audio to influence the overall business.
1. Branding a business
Branding is everything. It is the reason for this rebrand and it’s also the reason why businesses spend immense amounts of time and money on determining their brand identity. Carefree and laid back? Edgy and modern? Whatever the brand vibe owners are looking to create, in-store audio can directly impact it. The right music and tone of announcements not only helps create—but also serves to reinforce—the precise vibe a store is looking to achieve. What a shopper or guest hears over the speakers can be one of the most powerful tools available when creating the right vibe for a business at the right time.
2. Educating and entertaining customers
There has been study after study done proving out the impact in-store audio can have on a store’s customers—from giving them a wonderful soundtrack to hum along to while shopping to making sure they are aware of the special offers and updates available. And how about impact on the bottom line? A shopper could walk by multiple signs telling them about the latest discount offer or new product. But a single announcement could be just the push they need to make them aware of the offer and then convince them to make the purchase. This isn’t just true in theory, either. VisionCritical found that 76% of small retailers believe they positively influence the behavior of customers through music.
3. Educating and entertaining employees
Just like shoppers, employees are just as—if not more—impacted by in-store music and announcements. Think about it. Employees are there for hours and hours each week. In-store audio can serve as an important way to boost the morale, attitude, and productivity of the staff.
A DSJ research study found that 77% of of managers/business owners agreed that allowing staff to listen to music enhances productivity. These workers are at the front lines of customer interaction and service. Likely, the employees themselves fit the vibe and the target demographic of the store. Playing music that is fun and appealing to them will keep them happy, ultimately benefiting the customer as well.
4. Driving the economics of the business
Investing in Vibenomics means investing in technology that will drive the economics of the business in a positive direction. When it comes down to it, using music to control the flow of traffic and using in-store announcements to keep customers informed and happy can have a marked impact on continuously driving the economics of the business. While controlling everything is impossible, controlling the vibe of the space through audio is one thing that can be managed to drive real economic impact.
Rebranding to Vibenomics is the best way to reflect the changes and impacts businesses can expect to achieve by using this technology. The exceptional customer service won’t change, but there will now be a heightened focus on what customers need and services to better support their goals, such as the drivers described above. Savvy businesses are combining powerful marketing tactics to create a vibe that can drive real economics with strong marketing messaging and the right music powered by a full marketing technology platform. Ready to learn more or want to see Vibenomics in action?
Think about every employee who works in a store. Think about their unique likes, opinions and general preferences. Now consider this: what if each of them could control the music style, volume, and what plays over the in-store speakers? Liz loves Taylor Swift but Jessie can’t stand that music and only likes pop-country like Luke Bryan. Every time Liz turns up Taylor, Jessie quickly moves to the back to change it to her style. Similarly, some employees like to have music turned up all the way while others like to keep it a bit lower, which soon turns into a constant volume war. Sound familiar?
When it comes to music style and preference, store owners can attempt to get it right by identifying their target audiences and matching the in-store audio style to a particular demographic. But, it’s hard to stay consistent if employees can change the station based on their liking—especially if the owner isn’t there.
Finding ways to control a store’s atmosphere is hard enough as it is—particularly when working within a franchise or part of a chain. The music style and messaging needs to fit the geographic area, but also remain consistent across the brand. In addition, there needs to be room to consider dayparting and appropriate tones for local in-store announcements. At the very least, having a uniform playlist from franchise to franchise or location to location will reinforce that brand consistency, no matter where the store is located.
While in-store audio may not be the first thing that an owner considers when it comes to controlling their brand, it’s an easy one to implement that can also make a significant difference. Controlling audio ensures that everything playing over the in-store speakers is creating just the right atmosphere.
Ensure Music Reflects Style
When it comes to controlling the brand identity through audio, the first topic to consider is the style of the store. Is it a low key sports bar? Or a higher-end electronics shop? Or a dance studio? Whatever the style of the store, it should be reflected in the style of the music and other in-store audio.
Keep in mind that 67% of shoppers who recall hearing music during their most recent shopping trip identified the music as being programmed specifically for the retail location as opposed to the shop simply blaring a local radio station that can easily be changed based on employee preference. Custom-selected background music for the store, alongside tailored overhead announcements, can promote and control the brand identity. It can also serve as a control point for the target audience.
Think about it—if a middle aged woman walks by a skateboarding store and hears heavy metal blaring loudly, she’s likely not going to go in. This scenario is fine as she isn’t the target audience for the store’s products. But that teen walking by a few feet away? He is just as likely to be drawn in by the same music and much more likely to walk out a satisfied customer.
Control the Mood
If lines are long or the flow of the store isn’t quite ideal, music can help impact both the length of time that customers will linger as well as how long their perceived wait times are. Imagine waiting in a long grocery store line in complete silence. To most, that atmosphere would seem off-putting and even awkward. In this case, music can play a dramatic role in controlling the mood of the store. For example, if the business is overly busy, the in-store audio system can help to move people in and out quickly. Or, if it’s a slower time of day, the playlist can reflect the mood with more mellow tunes to encourage people to take their time and shop around.
Find the Right Resources
Once the right audio brand identity is honed in on, owners can put certain mechanisms in place to make sure that the identity isn’t compromised. Having playlist and announcement outlines available in a centralized, easy to access location can eliminate the potential for confusion or for an employee to take the in-store audio too far off track.
Franchises or independent store chains have easy and quick access to effective audio marketing tools that can be utilized without managers having to spend time hoping that it’s on-brand. These solutions allow the overarching brand guidelines to be followed, while also providing the freedom to personalize when necessary, controlling what is played, when customers hear it, and even how often.
While maintaining brand guidelines can be tough, it certainly isn’t impossible. Finding the right resources to build custom playlists and announcement scripts for the target customer groups can make staying on brand easy and fun. When stores control the audio experience, that can also mean control over sales, customer experiences and employee energy.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
We’re delighted to share our selection as a 2017 Indiana Innovation Award winner! Presented by Centric, the Indiana Innovation Awards recognize individuals and organizations successfully leading the innovation in Indiana.
The award will be presented at the Day of Innovation on Thursday, October 12th at Butler University. Tickets for the Day of Innovation are available at dayofinnovation.com.
FISHERS, Ind. (Oct. 2, 2017) – Fuzic, a marketing tech platform that provides custom audio advertising and licensed music for location-based businesses, announced plans today to expand its operations in Indiana, creating up to 255 new, high-wage jobs by 2020.
“The rapid growth of Fuzic and Indiana’s tech community is music to my ears,” Governor Eric J. Holcomb said. “In Indiana, our business environment is hitting a high note with low taxes, affordable cost of doing business and world-class network of talented Hoosiers. That perfect harmony is taking our economy to the next level of growth, especially in the technology sector, with tech job growth in Indiana currently outpacing the nation.”
The company will invest $3.66 million in a new 11,736-square-foot office in the Braden Building in Fishers’ Nickel Plate District, tripling the size of the company’s current office footprint. The new office, which the company plans to move into in January, will support the development of its software as a service-based marketing platform that enables companies to centrally control music, messaging and advertising to any degree of personalization in their stores.
“Indiana is an outstanding state to launch and grow a business,” said Brent Oakley, chief executive officer of Fuzic. “We’re especially proud to be part of the Fishers tech scene and contribute to this great community that was just named by Money Magazine as the top place to live in the country.”
Fuzic is growing rapidly since its launch in January 2016, with hundreds of organizations around the world adopting its platform, ranging from small companies to large organizations with thousands of locations. Founded by Oakley with the concept of marketing to customers at his central Indiana-area Prime Car Wash locations, Fuzic plays customized audio marketing messages that are recorded and mixed with a custom music playlist. Earlier this year, the company gained former Salesforce Marketing Cloud chief executive officer Scott McCorkle as its executive chairman.
“The tech scene in the Indy region is incredibly vibrant, and Fuzic is a great example of the outstanding innovation happening in these companies,” said McCorkle.
Fuzic is currently hiring across all parts of the company, including software development and sales, with plans to add about one dozen new positions through the remainder of this year. New positions are expected to pay an average wage that is more than 70 percent above the state average. Interested applicants may view current openings at www.fuzicmedia.com/join_fuzic/ and apply by sending a resume to jobs@fuzicmedia.com.
The Indiana Economic Development Corporation offered Fuzic Inc. up to $3,355,000 in conditional tax credits and up to $145,000 in training grants based on the company’s job creation plans. These incentives are performance based, meaning until Hoosiers are hired, the company is not eligible to claim incentives. The Fishers Redevelopment Commission will consider additional incentives at the request of the company.
“Brent and the Fuzic team exemplify the entrepreneurial spirit that thrives in Fishers,” said Fishers Mayor Scott Fadness. “Fuzic’s exponential growth is a testament to their drive and the unique innovation ecosystem we’ve built here. It’s exciting to see the momentum continue to grow as we move Fishers forward as a smart, vibrant, and entrepreneurial city.”
Central Indiana has developed as a top U.S. technology hub, with tech-related jobs growing in the region at a rate that is double the U.S. average and the fifth fastest growing in the nation, according to commercial real estate firm CBRE. Fuzic’s news continues major technology-related job growth announcements just this year from companies including Infosys, Knowledge Services, myCOI and Levementum.
About Fuzic, Inc.
Fuzic, Inc. is a marketing technology company based in Fishers, IN. Founded in 2016 by Brent Oakley and Nathan Miller, Fuzic lets businesses fully-control on-site marketing through customized music playlists fused with on-demand, professionally recorded audio announcements. For more information, visit www.fuzicmedia.com.
About IEDC
The Indiana Economic Development Corporation (IEDC) leads the state of Indiana’s economic development efforts, helping businesses launch, grow and locate in the state. Governed by a 15-member board chaired by Governor Eric J. Holcomb, the IEDC manages many initiatives, including performance-based tax credits, workforce training grants, innovation and entrepreneurship resources, public infrastructure assistance, and talent attraction and retention efforts. For more information about the IEDC, visit www.iedc.in.gov.
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Media Contacts:
Jessica Wenclewicz (Fuzic) – 317.863.2824 ext. 410 or jessica.w@fuzicmedia.com
Abby Gras (IEDC) – 317.232.8845 or agras@iedc.in.gov