For today’s consumers, in-store music is a critical part of the overall customer experience. From the workout pumps blaring at the gym to the soft jazz at a 5-star restaurant to the kid-friendly announcements at the amusement park, themed music seems to be everywhere. As such, it’s become a permanent fixture of almost every in-store situation imaginable. However, many business and franchise owners think it’s enough to tune into a local radio station and leave it at that.
While that may seem to work for some stores, there is likely a better and more effective way to cultivate the best atmosphere and entice shoppers using both in-store music and audio announcements. Smarter, more strategic retailers are waking up to the fact that a carefully cultivated music soundtrack can make a difference in the bottom line. Research shows that the kind of audio experience, including tempo, volume, and variety, can make all difference between stimulating sales and customers walking out the door. Being able to control what plays over the speakers is a great way to ensure the in-store experience stays positive. The radio offers a level of uncertainty many store owners shouldn’t accept.
One area store owners should look to control when it comes to their in-store audio is how (or if) to change what’s being played over the speakers based on the seasonal changes or upcoming holidays. In-store audio can be a big part of changing the atmosphere of the store for the season—and a positive one if done correctly. Here are a few things to keep in mind when moving from season to season with in-store audio.
Know the Customers
This one is crucial for many areas of the business, but working to understand who customers are and what type of in-store audio they prefer can make a big difference when it comes to conversions. For some customers, welcoming in the holidays with traditional holiday music can be just the thing to get them in the right sort of spirit— including the holiday spending spirit. However, it can do just the opposite for others. A little too much Rudolph and they’ll go fleeing to competitors.
It’s not enough to just know if a store SHOULD play holiday or seasonal music—it’s also important to determine which style is appropriate. Again, it goes back to knowing the customer and their preferences. Do they prefer traditional Bing Crosby holiday music or will they want to hear Mariah Carey’s version of ‘Silent Night’? Consider all of these factors before pressing play.
Think About the Timing
While some may love Halloween, playing spooky music as soon as Labor Day is over may not be the best decision for your business. Think through how this audio is going to change the mood of the those in the store and whether it will impact a potential sale. Labor Day—for many at least—means back to school time. For a children’s clothing retailer, for example, rather than changing immediately to ‘Werewolves of London,’ keep it on some Top 40 hits with some helpful back to school announcements peppered in.
The same can be said for every other season. Think about what is coming up or what events are currently going on and how that can benefit the in-store experience. Going into summer? Businesses with an outdoor pool event space can encourage customers to plan a fun summer pool party! However, not best idea to keep that announcement running during the dead of winter.
Determine the Current Seasonal Sales Focus
Going back to the Halloween example for a moment, while just after Labor Day may not be the right time for a spooky soundtrack, if a retailer is looking to move Halloween or Oktoberfest style products off their shelves, playing that sort of music can do the trick and get customers in the shopping mood.
Beyond the music selection, owners can think about on-demand announcements as a way to migrate the store atmosphere from one season to the next. How? Think about Valentine’s Day. If a customer is in the store and that holiday is the last thing on their mind, a simple nudge from the overhead announcer can not only get the store a sale, but save him or her from a little trouble at home.
No matter what the season, using the in-store audio experience can make the transition effective and impactful by getting the customer in the right mindset. And a customer in the right mindset can mean the right impact on the bottom line.
Interested in learning more? Request a demo of Fuzic today and learn how you can start creating on-brand music and messaging for your in-store customers.
Successful business owners or franchise managers know that creating the right atmosphere for their business is critical. A welcoming environment can keep customers coming back while it also plays a pivotal role in overall customer satisfaction. According to a study conducted through VisionCritical, 76% of small retailers believe they can positively influence the behavior of customers through music.
While music is usually the central focus in helping create the type of feel an owner is looking for, in-store marketing through audio announcements can also be a key component to overall sales and service. Shoppers and visitors are already in the store, meaning they are at least initially interested in what the business has to offer and, in turn, are tuned in to hear what’s being aired over the speakers.
These in-store announcements offer a perfect opportunity for businesses to target those in the brick and mortar space with specific, targeted messaging. When determining the best way to use this marketing vehicle, business owners need to think about what they want their customers to know, do or experience. So, to help with that process, here are 4 types of announcements businesses can and should include to create a winning in-store audio strategy.
Informational in-store announcements are the most common type of announcements heard in stores. These announcements serve to keep shoppers up to date on new products, specials and more. A favorite and extremely effective type of announcement shares with shoppers details about the latest sales, product offerings, and coupons…and the list goes on and on. These announcements can be used to describe a particular marketing offer that will keep registers busy, pushing stagnant products off the shelves faster, and increasing revenue. Or, these informational announcements can be played in a series format to educate customers on a new product or offering available now or coming soon.
This type of announcement has few boundaries. Owners should always put themselves in the shoes of those in-store—what would be helpful for them to know? If it’s of value, tell them! They’ll likely be grateful for the information.
This topic has been covered here on our blog before, but in-store announcements can be a great way to tie together the on and offline shopping experience. Today’s customers are usually multichannel. While they’ll come into the store, they also likely visit the website or follow the brand on social media. Why not use this natural way of shopping to the business’ advantage? Use an in-store announcement to encourage shoppers to “like” or “follow” the brand on social media for an in-store offer. Or encourage shoppers to visit the website for a special coupon. Not only will the digital efforts of the business be rewarded, but so will the bottom line.
In-store announcements can be one of the best and easiest ways to spread the word about an upcoming event. Whether the event is a fundraiser for a local sports team or hosting a special visitor in the store, these customers are a captive audience for the invitation. They may pass by a poster or flyer in the store, but after hearing a few different announcements with event details, they’ll be much more likely to pay attention. Or, even better, customers may start to consider that business as the best place to host their own event.
Sometimes the need for a particular announcement comes on with little warning. For example, if a one-day-only sale isn’t going well in the first few hours, it could be because customers are just passing the offer by. However, hearing it over the speakers may be just the thing to convert them and send them to the cash register. Or, use overhead announcements to reward in-store customers with special offers. There is no limit to what the announcement can be, but the key is to be able to craft a customized announcement and have it on the ready immediately with little drag time.
At the end of the day, these announcements should not only sound appealing, but be of value to anyone in the brick and mortar store. They should focus on sharing key information in an appealing way, depending on the information the business is looking to impart. They should seek to keep individuals engaged while also nurturing customers for a long-term relationship. The key is to make the messages compelling and to show the breadth and depth of what the business has to offer 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.
From large chain supermarkets to small, locally owned shops, shoppers are accustomed to hearing background music while they shop, workout, or play. This music is so ingrained in the in-store experience that most customers don’t even pay conscious attention to it. But what if the music suddenly went away? A silent, music-free store of any size instantly becomes cold and uncomfortable—and will likely send customers right out the door to a competitor. On another part of the spectrum, the wrong music—too loud, generally unpleasant or just the wrong style for the business—can leave customers feeling anxious and generally uneasy.
The significant impact music has on shoppers has been the topic of numerous academic studies. But still, many stores underestimate its value. Music can put shoppers in the right mood for the store (regardless of how they walked in), help position the brand, and bring customers in the door, ultimately increasing sale opportunities and overall revenue.
Sound too good to be true? Luckily for you, it’s not—and it’s easier than you can imagine. Below, learn how a licensed, custom playlist can set the perfect in-store tone for sale conversions.
It Can Reinforce the Branding
First of all, consider the setting. What sort of brand is the business looking to create or perpetuate? Laid back and carefree? Cutting edge and sophisticated? Creating a licensed playlist that considers the brand can reinforce—or work to change—brand impressions as soon as a customer walks through the door. Take for example, the scenario where a customer is looking for a new piece of athletic equipment. Would a store playing low, soft classical music be a big draw? Likely not. In contrast, upbeat, contemporary music—like what a customer would hear in a gym—could draw them in the door and put them in the mood to buy.
It Can Compliment the Atmosphere
It’s no secret that the in-store experience can be greatly enhanced through music. According to research from DJS, 91% of retailers surveyed believe music makes both customers and staff happier and 58% of managers and business owners believed that the working atmosphere would be damaged if they had to turn off music. Brick and mortar establishments are under ever-increasing pressure from online stores and e-commerce. As such, businesses must use the in-store experience to their best advantage, using music to create an atmosphere that not only brings customers in, but keeps them coming back.
It Can Set the Right Pace
One of the most significant effects music has on customers is through the pace or tempo of the music. An often cited American Marketing Association study, Using Background Music to Affect the Behavior of Supermarket Shoppers, played various pieces of background music with varying tempos each day. Some were fast while others slow. The researcher tracked how quickly or slowly the customers shopped. He also tracked the store’s profits for the day. The research found that, as one may expect, fast-paced music increased the shopper’s pace, but they tend to purchase less. Slow-paced music slowed shoppers down and they tended to purchase more.
When constructing a curated, licensed playlist, it’s important to consider the type of pace desired for the business’s customers. Should that pace change based on the time of year? The time of day? By taking all of these factors into consideration, a business can construct a playlist that can perfectly support sales goals and objectives.
It Can Increase Staff Satisfaction
As monumentally impactful as the store music can be, the floor staff still pulls the majority of the weight of the fully customer experience. So, it’s critical to consider how the playlist impacts their mood and productivity as well.
That same DJS report found that 77% of businesses believe that their staff is more productive when music is playing. It can be used to boost morale and overall attitude, both of which can contribute to the level of customer service they provide to customers. Given the amount of energy that goes into hiring, there are likely common personality traits of the staff that makes them a good fit for the business. Likewise, taking into account the team vibe can help inform a perfectly curated, licensed music playlist.
There’s a Science to In-Store Experiences
There is a science to crafting the right in-store music for customers. It is a key element in differentiating the brand, creating the atmosphere, setting the pace, and impacting the happiness of employees. The right playlist—particularly one that is specifically created for that brand—can support business goals and create a stronger connection between the customer and the brand. The next time someone on the team thinks “It’s just music…no one listens anyways,” remind them that while the customer may only be passively listening, “just music” can still “just” make or break a sale.
Interested in learning more? Request a demo of Vibenomics today and learn how you can set the tone with the right licensed music playlist.
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