The retail landscape has changed dramatically over the past two years with the rise of virtual shopping. But as COVID-19 cases decline and vaccination distribution increases, brick-and-mortar shopping is making its return.
The influx of brands in brick-and-mortar stores requires retailers to adopt effective marketing strategies that drive foot traffic and customer loyalty. While e-commerce will remain popular, brands interacting with customers through various media — print ads, e-commerce apps, social media ads and primarily contextual ads in-store — will keep ahead of competitors. To drive purchases, brands must reach consumers across the sales funnel, delivering a consistent buying experience online and offline.
To capture and maintain shoppers’ attention in the crowded retail landscape, brands must invest in efforts designed to maximize customer interaction. For example, 48% of shoppers say in-store audio encourages them to locate products in-store and consider purchasing — the same amount as with video ads and digital screens. One of many notable findings in the Path to Purchase Institute’s “Shopper Engagement with Retail Media” research report.
Retailers are increasingly adopting audio out-of-home (OOH) — an in-store advertising strategy sitting at the end of the marketing funnel and targeting shoppers at the point of purchase. With 89% of consumers noticing in-store audio, retailers are eager to tailor ad messages played between songs to target hyper-specific, local customers with the highest propensity to spend.
This strategy offers a dynamic — not static — advertising approach. For example, it doesn’t rely on someone to walk by a display or see a posted sign. Instead, it reaches a “captive audience” throughout a store. The report found that 59% of consumers enjoy seeing or hearing about the products available at the retailer and are open to considering purchasing them during their shopping trip, proving this is an effective advertising tactic.
Retailers can customize audio OOH campaigns based on current inventory, eliminating the accidental promotion of out-of-stock products. Customer demographic data such as gender, age and lifestyle offers insights to guide decisions about ad choice and scheduling to optimize impact.
By implementing audio in-store as an integral part of their retail media strategy, advertisers and retailers gain an additional tool to raise in-store sales through optimized customer engagement, a sentiment Vibenomics has been driving with larger retailers in the industry for years.
Despite the current economic climate, retail media has cemented itself in the advertising landscape. “Fool-proof” channels like paid search, social media ads and cookies do not offer the same access to customers they once did. Therefore, brands realize the necessity of building a more complete marketing funnel by connecting with their customers through multiple touchpoints along the buyer’s journey.
Continued investment in retail media, specifically digital in-store media — including video displays and audio advertising — demonstrates these markets’ resilience in the face of economic and industry change. Shopper first-party data will continue to drive these channels, providing a win-win for advertisers and retailers. Advertisers can maximize the value of each customer interaction. Retailers open themselves to alternative revenue streams.
In competitive environments like grocery, convenience stores or big-box retailers included in this report, audio in-store can make the difference in what items people choose. Brands need options to layer their campaigns and highlight their products. For this purpose, audio OOH is the perfect partner.
About the Author
Paul Brenner joined Vibenomics in 2019 as Chief Strategy Officer to help develop the go-to-market strategy for the company’s first-to-market Audio Out-of-Home advertising solution. After a successful launch, Brenner was promoted to President of Audio OOH to oversee all efforts surrounding revenue-generating activity and related partnerships, and recently joined the DPAA Research Committee and new IAB Retail Media Committee. He has more than 25 years of experience in media and entertainment and technology leadership.
Quarantined. Isolated. Secluded. These are all words that resonate after over a year of living through the COVID-19 pandemic. Business trips turned into virtual conferences, birthday parties converted into zoom meetings, and family vacations were altered to local, socially-distanced outings. The pandemic has not only affected the way we live our day-to-day lives, but has had an unprecedented effect on the future of consumption, advertising, and understanding of consumer buying behaviors. With the rise of e-commerce, digital advertising, and social media usage, businesses were able to react quickly to the immediate shift in the observation and perception of targeted advertisements. While businesses can celebrate overcoming the challenges in reaching their targeted consumers through traditional marketing methods during the pandemic, the next challenge awaits: Are advertisers prepared for the surge of audiences to re-enter the out-of-home advertising market, post-pandemic?
Following a year of uncertainty and anticipation of the “return to normal,” the summer of 2021 is predicted to bring an immense domestic travel surge. As a matter of fact, American Airlines is expecting to fly nearly 90% of its 2019 system capacity just within the summer months of 2021. Not only are airlines experiencing this surge, but road travel has increased significantly within the past few months. With the increased popularity of road trips expected throughout the course of the summer, car rentals, hotels, and convenience stores are preparing for the anticipated traffic from travelers crossing state borders. Along with the suspense surrounding travel, convenience stores have the opportunity to position themselves to reach their largest in-person audiences since before 2020. Likewise, with millions of Americans ready to explore after a year of isolation, advertisers should be prepared for the surge of in-store traffic and listening ears. Brands have the opportunity to reach a diverse market of potential consumers when propensity to spend is highest, making consumers more inclined to react to advertisements about snacks, drinks, and other travel essentials with the inevitable need to make pit stops while on the road.
Convenience store locations must prioritize the customer experience in order to become the top pick of the road trip when dozens of options line the interstate. Utilizing Audio OOH in store locations to provide upbeat music and informative messaging while consumers are browsing snacks and stretching their legs will create greater brand loyalties. This increased traffic presents a great opportunity for advertisers and brands aiming to increase brand awareness along the path to purchase. On-the-go snacks, drinks, forgotten essentials, and the convenience of a one-stop-shop will acquire the most diverse audience that is ready to impulsively purchase on the way to their destination. Both retailers and brands can benefit from Audio Out-of-Home (Audio OOH) in-store media in convenience store retail locations. Audio OOH enables retailers to increase sales while improving the customer experience when propensity to spend is highest. Vibenomics, the pioneer in Audio OOH, provides retailers with the cloud-based technology and industry expertise to enhance the in-store experience, build brand loyalty and drive higher sales. Allowing locations to control the in-store vibe through background music, live announcements, and promotional messaging, Vibenomics powers audio channels for retailers, giving brands the ability to talk to shoppers directly at the point of sale.
Take advantage of the summer travel surge, and get started with Audio OOH. Visit vibenomics.com to see how Audio OOH can benefit your business and enhance the consumer experience!
Lee Marcum, CEO of Jack’s Donuts, was recently featured as a guest on the Hard Stop Podcast where he discussed the tangible ROI realized across all his locations since rolling out “Jack’s Donuts Radio” through Vibenomics Audio Experience Software (AES) and the Vibenomics Ad Market.
The Vibenomics & Jack’s Donuts partnership began in 2017 when both organizations were in important growth phases of their businesses – Jack’s Donuts with only four locations (now with over 20!). At that time, Marcum didn’t realize that private radio networks with promotional messages – like what was heard in “Big Box” stores would be an option that was available to him as a small business owner.
When rolling out Vibenomics, Marcum and his team utilized the software for the promotion of their active deals. They found that during high traffic periods – typically Saturday and Sunday mornings – they had long lines, causing their retail associates to miss out on opportunities to upsell daily specials or promote initiatives like fundraising and catering with their captive in-store audience waiting to order.
Promotional in-store audio marketing messages were the perfect solution. Now, the speaker system in each Jack’s Donuts location is not just for background music, evolving into an entirely new in-store marketing channel that elevates the customer experience, and drives higher transaction amounts. The icing on the cake donut: with audio messaging inventory Jack’s Donuts doesn’t use for self-promotion, they’ve opted in to enable outside advertisers to speak to their customer base, generating additional revenue for Jack’s Donuts through a Vibenomics Ad Market partner revenue share program.
“[Vibenomics] is putting more money in our pockets than the thousands of dollars that we were spending on traditional advertising” – Lee Marcum, CEO
Outside of achieving measurable financial returns, Marcum notes that the biggest difference from their previous audio provider is Vibenomics’ fresh and innovative approach to advertising. Click below to listen to the full interview.
When it comes to music in your business, there is a lot to consider. All too often, business owners make the mistake of playing the music they enjoy versus the music that could actually provide a noticeable impact to bottom line. As seen in 2005 research completed by the American Psychological Association, music was the key sensory factor in making impulse buyers purchase more, and of those that made an unintentional purchase, it was noticed that these purchasers dropped nearly $30 more than planned when exposed to music in the store.
However, there is no “one-size-fits-all” method for determining what will work best for your space. Outlining business goals — selling more, retaining customers, providing an outstanding experience — can help develop a winning audio strategy. From improved mood, to altered perception of time, to the development of a desired emotion, the benefits of audio are clear. Three elements have research-backed effects on consumer behavior in-store, and should be considered when determining what playlist should come from the speakers in your space:
Research has found that tempo is closely correlated to the actions that a consumer subconsciously takes. For business owners, this is incredibly powerful, as you have the ability to dictate exactly how you want customers to behave. It has been shown that slower music keeps people around longer, which typically results in visitors purchasing (up to 32%!) more as duration increases. For example, slow music played in restaurants caused customers to eat slower and spend a noticeably greater amount on alcohol — perfect for fine dining establishments, or the afternoon lull. However, if a fast-casual restaurant is experiencing a dinner rush and a shortage of tables, faster-paced music can make patrons believe they have occupied the space longer, thus turning tables faster as a result. The tempo of the background music in a space can not only provide a tangible change in the atmosphere of the business but can alter the mood of visitors in a positive manner when thoughtfully executed.
The volume of music also is important to consider when utilizing audio in your space. While most research agrees that the volume of music should match the energy of the patrons of your space, there are a few additional factors to consider. First, loud music has been correlated to less time spent shopping when compared to softer music played in stores. Additionally, young shoppers tend to respond better to music played in the foreground of a space, versus older shoppers who typically stay in a space longer when music is in the background. Determining specific business goals will help define exactly where your volume dial should sit. The Association for Consumer Research found that loud music will keep customers constantly flowing through a space, whereas quieter tunes will help customers stay and enjoy the ambiance a little longer.
The genre of music to play in a store is fairly dependent on the ideal customer for a business. Family-friendly establishments have seen better results when country music is played since 42% of Americans listen to and prefer that genre. However, high-end liquor stores have seen customers leaving with more expensive bottles of wine when classical music is guiding them through the space. Consumers have noted that classical music has made them feel more sophisticated, and therefore, they wanted their purchase to reflect that feeling. This is also apparent during the holiday season, as retailers have noticed higher purchase rates of festive goods when Christmas music is playing versus a non-seasonal playlist. Music has the ability to connect with a specific emotion, making customers feel something in regards to a product, rather than think about the purchase. Additionally, determining what genre most closely relates with your target market is important because you may want to avoid it, as research showed that consumers spent 8% less time shopping when they heard recognizable music versus unfamiliar tracks because they perceived time to pass more quickly.
The right music cannot only help customers stay longer in your space, but also can make them excited to come back. However, perfecting your playlist can take precious time and attention away from your business. Audio Experience Solution can make your job easier with a library of curated playlists, thoughtful scheduling capabilities, and access to professional voice talent to speak directly to your customers — saving business owners time and energy, while still allowing them to reap the benefits that come with tailoring the customer experience. The right music, at the right time, can influence customers to stay longer, spend more, or feel more positively about their experience. Music can reinforce a message and emphasize the influence of the entire, holistic shopping experience on customer behavior creating happier customers and a better bottom line.
Interested in learning more about using an Audio Experience Solution (AES) platform and how audio can revolutionize the customer experience in your space? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your customers.
You’ve poured countless hours into your brand — perfecting every pixel of your logo, crafting the perfect slogan to walk the line between “to the point” and “can’t get it out of my head,” and your Pantone color codes are the only numbers you can remember these days. Your brand is your baby, and rightfully so, but what are you doing to protect it in your space?
Your brand heavily determines how both new and loyal customers interact with your business. While it feels like you’ve really made it when your brand attributes finally get the street credit they deserve, these tangible parts of your brand are simply ways to spark thought. By controlling your brand and extending it through your space, your customers are given a full-circle experience that can differentiate you from your competitors. An Audio Experience Solution (AES) allows you to help dictate the customer experience and further solidify your brand in the mind of consumers while they are in your space. The following are some additional benefits that tapping into your customers’ auditory senses can have on your business:
The right music can create the feeling that your visual brand attempts to provide, with the ability to strike on additional emotional factors that visuals cannot do alone. Having your vibe match consumers’ previously established perception of your brand will only improve the overall in-store experience. Pairing your product with the perfect tunes will create brand associations that extend beyond your walls and provide a more continuous experience. With all of the unique features, such as thoughtful messaging strategy, enterprise control, and API integration that only an AES system can provide, your company has the ability to create a unique in-store experience for customers, only strengthening brand associations.
The best place for your brand to be is top-of-mind! A good playlist can make the in-store experience more enjoyable, but a well-used Audio Experience Solution can keep customers coming back. Carefully curating the playlist and messaging can target customers in a way that makes them feel like valued members of the organization. Targeting your ideal customers through the thoughtful use of today’s top hits, fan favorites, or the best classics can not only make them feel at home in your environment but also add another sensory element to your brand and make the experience within your space feel more individualized and unique.
Promise the lowest prices? Support a charitable organization? Sprinkling in audio messages in-store can spark attention and remind customers of company values — further establishing the brand and keeping it memorable. Additionally, catching customer attention can help them engage in your brand mission beyond simply purchasing your product or service.
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 using the pioneering Audio Experience Solution.
Audio marketing is becoming more and more recognized for its effectiveness. If a business chooses to supplement its in-store audio strategy with digital displays, it can only serve to strengthen the business’ message, enhance customer and employee experiences, as well as help to grow business organically.
Digital signage is a great way to provide information and entertainment in a tech savvy way. Guess what else does that? You guessed it: audio. Using in-store audio can direct customers to the displays for information, interactive experiences, video clips, or even live social feeds. Digital displays can also be an excellent resource for bettering the overall customer experience, but prove to be even more effective if accompanied with informative audio messaging.
Finding the best display screens for the space and managing audio with on-demand messaging can be the one—two marketing punch a business needs. But how do all of those mediums work together? Here are 5 ways in-store audio can supplement and strengthen a digital display strategy.
How many times have customers walked right on by a digital display without even glancing at it? Even the best, most well-thought out displays can be missed by a customer too busy on their phone, wrangling a child, or talking to a friend. Use in-store audio messaging to help alert that customer, regardless of what is distracting their eyes at the moment.
It’s also important to keep in mind that not everyone reads at the same speed. If the display changes too quickly or has too much content, customers may miss it. And if they miss it the first time, it’s unlikely they’re waiting for the message to come around again. By offering the information in two ways—one on the display and one on audio—customers won’t miss the important message.
Social media is an opportunity to showcase not just products, but happy employees and customers. By sharing those types of messages, a business can spark additional engagement and gain traction on social media channels. Just as important, people like to see their name—or in this case, their handle—in lights. Tying social media, digital display, and in-store audio is a trifecta of marketing strength.
Use in-store audio to tell customers that if they tweet or post a picture, it may be featured on the digital display at the front of the store. Make it a fun contest; encourage them to take a picture of their favorite product, and share why they love it. Tying these three elements together can create unique, buzzworthy content customers and the business alike can benefit from.
Even the best employees can occasionally fall flat on a sales pitch or an upsell opportunity. Digital signage can give customers the most subtle of pushes just by directing their attention to the displayed image or text. Encouraging customers to view the image or watch to see a new way a product can be used or styled through an in-store announcement can help connect to the visual—and can be just the thing to push the sale over the edge.
Using displays to showcase photos of current or prior events to promote upcoming happenings is a great way to get customers excited. Get on the speakers with an announcement instructing event guests where they can go to put on their best model pose, and then share the photos in real-time on the store’s display. Or, use announcements to direct customers to the display for more information about upcoming events in case they want to mark down the details.
Co-marketing efforts can keep events lively. And those photos—with the proper permissions of course—can be used in the promotion of the next event.
Both digital signage and in-store audio on their own are great ways to market to customers while they are physically in a brick and mortar store. But, when used together, they can have a transformational effect on the bottom line. Finding a partner that can help to create messaging—both audio and digital—that compliments one other is key.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand audio and displays for your in-store customers.
A beautiful website…that has no visitors. A wonderfully curated social media feed…with no one to follow it. All of the careful work put into creating the perfect digital presence, including offers, events, and information that customers can benefit from and engage with. How, though, can businesses drive in-store customers to those valuable digital sites?
This is one of the most common problems businesses encounter when venturing into the digital space. Driving engaged customers to a website or a social experience can be difficult, but there are a few key ways to overcome the challenges and get customers to flock online. One of those key channels to utilize—and coincidentally one of the easiest—is in-store announcements.
Customers are already in the store and likely have their smartphones in-hand, ready to quickly visit a website or social channel right away, or even make a note of a contest or reason to visit later on. Why not take advantage of the captive audience that is already interested in the business and the products or services it offers?
Here are a 8 sure-fire announcement ideas that can help drive website traffic, social media likes, and all manner of social engagement:
1. Encourage customers to visit the website and donate or get involved with a local charity event that the store is hosting. Charity events and fundraisers can bring out the best in staff and customers alike. Use in-store announcements to drive customers to a special landing page so they can learn more about the charity and read information about how they can participate.
2. Drive customers to the business’ Facebook page to participate in a poll about the genre of music for a chance to win a prize. Music can make or break the vibe of a business. One of the most important ways to win in this category is to match the musical tastes to primary customers. Using in-store announcements to drive interested participants to the Facebook page for a poll not only garners new Facebook likes and interactions, but also allows the business to adjust the music—and therefore the vibe—to match their customers’ preferences.
3. Announce a discount on the next purchase if customer posts a photo of their outfit or service, tagging the company. A great way to get customers to a website or social site is through encouraging participation and sharing. Allow customers to brag a little about the way they use or style a product, raise awareness with their followers, and receive a discount? It’s a win all around!
4. Offer a special prize if customers post photos of their workouts, meal plans, or shopping tips every day for a month, using a certain hashtag. For a gym, retailer, or grocery store, getting customers to keep coming back is the crux of the business. Announce a contest while they are already in-store, giving brand fanatics (or wannabes!) an extra incentive to keep sharing the love.
5. Encourage signing up for the newsletter mailing list for special offers through the year. A newsletter can be one of the best ways to reach customers where they live: their inbox. If they are aware of the special offers and information available in the newsletter, there is no reason they wouldn’t sign up right way, even while waiting in line or browsing in the aisle.
6. Drive guests to a blog for more details about an upcoming event. Blogs provide a wealth of information for many businesses without taking up valuable homepage space. Use in-store announcements to let customers know about an upcoming event while also driving traffic to the blog site for additional information.
7. Offer customers a chance to win a free trial of a product or service by commenting on social posts, using a certain hashtag. Part of the beauty of social media is learning something new about customers. Use it to garner valuable information and offer customers a free trial of a product or service in return. The business has the opportunity to learn, and the customer may just keep using the product or service once the trial period is over.
8. Encourage customers to visit the website to view a video explaining more about a new offering. Video is reigning as the leader of the digital world. More people than ever are responding to video—so use it! Drive customers to the site to view a quick video and help them learn a little something more about the products, services, and even the staff.
Using in-store audio allows for an easy and effective way to control the vibe inside the store walls. However, it’s also an excellent tool that can encourage customers to connect with the business in the digital space. From in the store to in the cyber-space, a true connection with customers is critical.
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.
Uh oh. It’s nearly December, and a quick look around the business shows not a holiday detail in sight. Time to PANIC!!
Calm down. It can be easy to get so caught up in, well, running a business, that the all-important holiday season can creep up on even the savviest of business owners. However, since there is still time before the holiday season is in full swing, there’s plenty of opportunity to think about how to create that ever-important holiday vibe in your brick and mortar business. And if your store isn’t a traditional retail environment, that doesn’t mean it’s off the hook.
Don’t let the pressure get too overwhelming. From the customer who puts up a Christmas tree on November 1st to the slightly “Scrooge-like” shopper, every business can do a little something extra to help customers get into the holiday spirit. And they don’t all have to break the bank.
Here are 6 quick and easy marketing tips to try this season:
When most people think about the holidays, they often relate it back to scents or lights or a certain treat they had as a child. Bring customers back to those memories by appealing to each of those specific senses. For example, light some holiday scented candles and put up some special decorations. Offer customers a sweet treat, like a candy cane or a cookie, or even just include a special holiday coffee flavor in the waiting room.
Whether it is Bing Crosby or Mariah Carey, holiday music is a must this time of year. Carefully curate the playlist so that it appeals to the target customer base—perhaps a little more contemporary if the crowd tends to be more modern. Or, stick to the classics if the age range runs the entire spectrum, or tends to be older. Businesses can also consider mixing holiday tunes with other non-holiday selections. Afterall, everyone can get a little tired of “Jingle Bells” after hearing it several times.
While everyone’s phones are out to record special holiday moments with friends and family, why not take advantage and create some social media buzz around the business? Try creating a social campaign that is focused on where customers and followers are traveling to for the holidays. Feature their posts on the brand’s social site or consider incentivizing sharing with a contest or prize. Not only will customers want to share their holiday spirit, but the business will be able to learn more about customer preferences at the same time.
Make customers smile by infusing overhead announcements with a little holiday spirit. It is, of course, important to use these announcements to make sure customers know about special offers, holiday events, and other promotions. However, adding some holiday-specific jokes, lingo, or even just a cheerful ‘Happy Holidays’ into the normal announcement mix can mean all the difference. In addition, it can be a quick and easy change to customize the announcement and the tone to a specific holiday and make sure everyone feels welcomed and included, regardless of their background.
Why not give a little something back to customers during the season of giving and cheer? From a free gift or a gift card to a buy-one-get-one or other discounted offer, gifts and special offers can be a great way to show customers how much they are appreciated this holiday season. Not only will they likely come back next year, the business may find they have a loyal customer all year round.
One of the more impactful ways a business can get customers into the holiday spirit—and create some goodwill of their own—is through a holiday charitable giving program. Consider hosting a special open house to sell specific products, services, or other offerings where a portion of the proceeds go to a charity. Offer your business to be a drop-off spot for gift donations or, even better, partner with a local charity for a food, clothing, or toy drive.
This time of year can be great for businesses, retail-focused or not. The holiday season allows customers to spend time with loved ones, to let their festive nature shine, give gifts, and even give back to their community. By using any one or all of these tactics, businesses can be a partner in those holiday activities and likely get a customer who will come back in January.
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.