In today’s competitive retail landscape, where 84% of retail sales continue to occur in-store, engaging consumers at the point of purchase is more critical than ever (Emarketer, May 2024). Vibenomics recognizes that in-store advertising gives brands and advertisers a unique opportunity to influence shopper behavior at the moment of purchase decisions.
To better understand this dynamic, Vibenomics conducted a comprehensive survey with Suzy Market Research that gathered insights from 1,070 shoppers between the ages of 18 and 73. These participants, all of whom identified as primary or shared shoppers of their household, provided valuable perspectives on the shopping journey and the impact of in-store advertising on purchase decisions. The findings of this survey offer a deep dive into the power of in-store advertising and its pivotal role in influencing shopper behavior in today’s retail environment.
The Opportunity In-Store Presents
With 92% of grocery store consumers and 86% of drug store consumers shopping in-store, the potential for in-store advertising is vast. Unlike digital ads that can be easily ignored or blocked, in-store advertising engages consumers in the physical aisles, right where they make their purchases. Consumers gravitate toward in-store shopping for several compelling reasons. A significant 69% of shoppers value the immediacy of purchase, ensuring they can walk out with products in hand. Another 50% appreciate the tactile experience of interacting with products, while 49% find comparing products and prices in-store easier. Additionally, 47% enjoy discovering new products they might not have encountered while shopping online.
These consumer preferences highlight a unique advantage for brands and retailers: in-store advertising can directly influence purchase decisions by capitalizing on consumers’ desire for immediacy, tangibility, and discovery. With a captive audience already primed to buy, in-store advertising is a powerful tool that transforms foot traffic into tangible sales growth.
In-Store Advertising Captivates Consumers
The data shows that 37% of shoppers noticed the audio played by Vibenomics in-store, while 30% noticed digital shelf displays/screens. This high level of awareness and attentiveness demonstrates the value of in-store digital advertising for brands and retailers, as it effectively captures consumers’ attention in a busy retail environment.
Further analysis reveals why in-store audio catches shoppers’ attention:
These insights highlight how in-store audio effectively engages consumers and drives them to take action.
In-Store Advertising Influences Action
Moreover, the data indicates that in-store advertising prompts action among shoppers. After hearing the ad, 37% of shoppers located the advertised product in the store, and 35% purchased the advertised product or a similar product. This data highlights the persuasive power of in-store digital advertising to drive sales, grow share of voice, and defend against competitors.
In-Store Advertising Impacts Omnichannel Activity
The impact of in-store advertising extends beyond the physical store and influences activity within other channels. After hearing the audio ads:
Additionally, 64% of consumers indicated that stores must seamlessly integrate their online and in-store shopping experiences. This data demonstrates the importance of a cohesive omnichannel marketing approach, where in-store advertising is crucial in driving both onsite and offsite engagement.
In-Store Advertising Is Informative, Engaging, and Persuasive
Identifying what matters to in-store shoppers enables brands to design impactful creative that resonates with shoppers and influences purchase decisions. Vibenomics Creative Studios creates quality and impactful audio ads that bring brands to life as shoppers browse the aisles. By incorporating catchy jingles, humorous elements, and unique sound effects, our team can help brands create dynamic campaigns that resonate with consumers.
57% of shoppers indicated that in-store audio advertising is informative, while:
These findings underscore the effectiveness of in-store advertising in creating a lasting impression on consumers. By leveraging the power of sensory engagement, retailers can significantly enhance the shopping experience in a meaningful way for consumers.
Conclusion
The data collected by Vibenomics demonstrates the effectiveness of in-store advertising, particularly in-store audio, in engaging consumers and driving sales. With a high level of noticeability, the ability to influence action, impact omnichannel activity, and inform, engage, and persuade shoppers, in-store digital advertising emerges as a powerful tool for brands and retailers looking to enhance their marketing efforts. By leveraging the unique advantages of in-store advertising, brands can take their advertising strategies to the next level with Vibenomics.
About Suzy Market Research
Suzy is a cutting-edge, real-time consumer insights platform trusted by over 400 enterprises across 22 industries. Suzy integrates quantitative and qualitative data with high-quality audiences into a single connected research cloud, providing businesses with the insights they need to make informed decisions quickly and efficiently.
Getting Started with Vibenomics
Vibenomics, a Mood Media Company, is the leading in-store digital provider with an in-store network that reaches over 170 million monthly unique shoppers and 1 billion monthly shopping visits in the United States. Our platform provides a single, all-in-one retail media network, empowering advertisers to deliver an on-premise experience and connect with consumers via display, audio, and experiential channels.
Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today.
Source: Vibenomics In-Store Advertising Suzy Market Research Report, July 2024
In the rapidly evolving world of retail media, understanding how to measure and optimize in-store advertising is crucial. Chapters 3 and 4 of the IAB’s Digital Out of Home (DOOH) & In-Store Retail Media Playbook offer deep insights into defining in-store retail media metrics and comprehending the complexity of in-store impressions. This blog provides essential guidance for brands and retailers aiming to enhance their in-store marketing strategies.
Holistic and Focused Measurement
“When considering the measurement of in-store activity, it needs to be considered as both a single-focus (measuring the impact of the tactic in consideration), as well as holistically—how the in-store activity performs in relation to the full omnichannel marketing activity. The in-store activity not only needs to be considered as part of the whole, but also how it impacts and is impacted by other out-of-store and online activity.”
Measuring in-store activity requires a dual approach:
Both approaches are essential for a comprehensive view of marketing effectiveness, ensuring in-store activities align with onsite and offsite efforts.
Measurement Methodologies
“As retail media evolves, measurement and optimization remain at the forefront, ensuring that strategies not only resonate with consumers but also drive measurable results.”
There are two primary methodologies for measuring audience exposure to in-store retail media advertisements:
“The metrics we analyze and consider in evaluating performance have to be thought about from each of these points of view, as well as to the overall experience of the shopper with the tactic – which will impact everyone.”
Accurately measuring the effectiveness of in-store campaigns involves several metrics:
The Impression Multiplier is a factor applied to ad play counts to estimate the number of shoppers exposed to an ad. It considers:
This multiplier provides a more accurate count of meaningful impressions, enhancing ROI analysis, strategic content placement, and customer engagement.
“Each Screen or Media Device should be assigned a unique Impression Multiplier based on a number of factors including Venue and Zone foot traffic, field of view, and exposure time, and may additionally vary based on the time of day.”
The impression multiplier is found using the following:
By applying the impression multiplier, brands can:
“With the application of an Impression Multiplier, retailers and brands can achieve a more nuanced understanding of their in-store advertising performance.”
Each retail venue is divided into zones to refine the physical location of media and differentiate contextual exposure to shoppers. Zones are classified to ensure consistent measurement and comparison across different retailers.
“Zones must be overlayed to allow for Exposure and Dwell Time to be applied through location-based foot traffic, screen specific sensors, or other verifiable positioning technology.”
Various technological solutions are available (In-Store Communication, Digital Out of Home, Retail Media, and End-cap/Self Activation) for enhancing retail operations and advertising strategies. Below are key measurement considerations for those technologies:
“The decision to implement any of these technologies rests solely with the retail owner. Each retailer may adopt these technologies based on their specific needs and strategic goals.”
Beyond simple impression counts, measuring engagement quality and interaction with in-store media offers valuable insights into consumer interest and campaign performance. Metrics such as dwell time, interaction rates with touchscreens, QR code scans, and responses to audio messages should be considered across all formats. These metrics help in understanding how many consumers are engaging with the content and how deeply they are engaging with it, providing a basis for optimization and creative refinement, but how deeply consumers are engaging with the content, providing a basis for optimization and creative refinement.
Understanding and accurately measuring in-store retail media is vital for optimizing marketing strategies. By leveraging the insights and methodologies outlined in Chapters 3 and 4 of the IAB’s DOOH & In-Store Retail Media Playbook, brands and retailers can enhance their in-store advertising efforts, driving better engagement and higher ROI.
Be sure to check out Vibenomics’ latest whitepaper, In-Store Impressions Unlocked, to discover how to overcome inconsistent measurement methods to navigate in-store audiences and gain accurate audience insights!
Vibenomics, a Mood Media Company, is the leading in-store digital provider with an in-store network that reaches over 170 million monthly unique shoppers and 1 billion monthly shopping visits in the United States. Our platform provides a single, all-in-one retail media network, empowering advertisers to deliver an on-premise experience and connect with consumers via display, audio, and experiential channels.
Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today.
In today’s retail landscape, the in-store experience has transcended mere transactions to become a pivotal aspect of consumer engagement and brand loyalty. The IAB Digital Out of Home (DOOH) & In-Store Retail Media Playbook is an invaluable resource for brands and retailers seeking to elevate their in-store environments through strategic partnerships and innovative marketing tactics. This playbook provides key takeaways on how to leverage various in-store media, including impactful in-store audio.
The Importance of Merchandising & In-Store Shopper Marketing
Promotion is a cornerstone of effective in-store shopper marketing, encompassing a range of strategies to raise awareness and generate interest in products. According to the playbook, promotion includes:
These promotional efforts inform customers about products and offers to help create a sense of urgency or exclusivity that can drive sales.
Enhancing In-Store Marketing & Collaboration
In-store marketing engages customers right when they enter a store, using techniques such as point-of-sale displays, in-store promotions, audio, and signage to attract attention and encourage purchases. Collaboration between merchants and marketing teams is crucial for optimizing in-store space, referred to as “white space.” Proper collaboration involves strategic planning to make the most of the available retail space, ensuring products are displayed to maximize visibility and appeal.
“Visual merchandising, category management, strategic product placement, timely audio messages, and thematic digital and physical displays can significantly impact sales and customer experience.”
The playbook underscores the importance of evaluating the addition of digital screens or speakers by considering their value to the customer experience and identifying which department benefits the most, helping clarify their role in influencing purchase decisions.
Addressing Complexity & Challenges
With the rise of digital technologies, the role of media in shaping merchandising and in-store marketing has grown exponentially. These innovative strategies offer new ways to engage customers, providing dynamic content that can influence purchasing decisions. These technologies enhance the customer experience and provide retailers with valuable customer preferences and behavior data. However, the playbook notes that –
“The advent of technologies enabling reverse attribution metrics opens a new frontier in understanding the consumer journey from ad exposure to in-store action.”
Leveraging Different Advertising Formats
Audio advertising in stores is a powerful tool to influence at-shelf decision-making and impulse shopping. It goes beyond background music or spoken messages, integrating with a brand’s overall in-store digital campaign to influence purchasing behavior. 73% of shoppers who hear a Vibenomics advertisement in-store purchase the advertised product or a similar one. (Vibenomics In-Store Advertising Report – Suzy Market Research, April 2024)
“Audio messaging can also drive shoppers into the aisle to purchase an item based on that virtual experience.”
Retailtainment and Experiential Activations
Retailtainment and experiential activations transform the in-store shopping experience into an engaging and memorable event.
“In-store audio plays a crucial role in these activations, enhancing the atmosphere and guiding customers through their shopping journey.”
The playbook highlights examples of “in-aisle options being developed to bring screens into the aisle,” with audio messaging driving shoppers to specific locations within the store.
Conclusion
Enhancing the in-store experience requires a multifaceted approach. From innovative merchandising strategies to effective collaboration between departments and the strategic use of in-store audio and other digital technologies, retailers have numerous tools to create a compelling and engaging environment that drives sales and fosters brand loyalty.
Stay tuned for part two, where we will dive into defining in-store retail media metrics and understanding the complexity of in-store impressions. This upcoming section will provide deeper insights into measuring the impact of in-store advertising, a critical component for any brand or retailer aiming to optimize their in-store marketing strategies. Speaking of measuring the impact of in-store advertising, be on the lookout for a revolutionary whitepaper, authored by industry leaders, that will reshape the way brands and retailers view in-store impressions!
Vibenomics, a Mood Media Company, is the leading in-store digital provider with an in-store network that reaches over 170 million monthly unique shoppers and 1 billion monthly shopping visits in the United States. Our platform provides a single, all-in-one retail media network, empowering advertisers to deliver an on-premise experience and connect with consumers via display, audio, and experiential channels.
Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today.
Advertisers constantly seek innovative ways to capture consumers’ attention in the ever-evolving retail landscape. While visual displays have long been a staple in creating engaging in-store experiences, the synergy with in-store audio advertising has emerged as a powerful combination that elevates the overall impact on consumers’ purchase decisions.
Imagine entering a store where vibrant digital displays catch your eye, showcasing the latest products and promotions. Now, add another layer to this sensory experience – the subtle yet influential power of in-store audio advertising. Let’s explore how these two elements work in harmony to create a dynamic and immersive environment for shoppers.
Visual displays are undeniably effective in conveying information, but audio integration takes engagement to a new level. In-store audio advertising provides a multi-sensory experience, allowing businesses to communicate their brand message through visuals and carefully crafted soundscapes. The combination of sight and sound captivates consumers, making their shopping experience more memorable and enjoyable.
While digital displays communicate a brand’s identity visually, in-store audio advertising adds an auditory dimension that reinforces brand recognition. A well-designed audio ad with a distinct voice and brand creative can leave a lasting impression on consumers, helping to establish and strengthen brand identity. Consistency across visual and auditory elements enhances brand recall, fostering a deeper connection with the audience. Vibenomics found that 40% of consumers indicated that in-store audio catches their attention because it’s highlighting a brand they know and trust (Vibenomics Suzy Research Audio In-Store Report, June 2023).
Digital displays excel at presenting product information, but in-store audio advertising serves as a reinforcement mechanism. Imagine a digital display highlighting a new product while a corresponding audio ad provides additional details and directs shoppers to where the product is located in the store. This combination ensures that consumers receive comprehensive information, increases the likelihood of message retention, and in turn, has a great impact on purchase decisions.
In-store environments are not just about products but about creating an ambiance that resonates with the brand. In-store audio advertising contributes to this by setting the tone, whether it’s through curated music, narrations, or promotional messages. The fitting audio complement to visual displays can create a cohesive atmosphere that aligns with the brand’s personality and enhances the overall consumer experience.
Digital displays often incorporate calls to action, encouraging consumers to explore products or take advantage of promotions. In-store audio advertising amplifies these calls to action by adding a persuasive and dynamic element. Whether it’s prompting consumers to try a new product or announcing limited-time offers, combining visual and auditory cues increases the likelihood of customer response. Vibenomics discovered that 41% of consumers indicated that in-store audio catches their attention by introducing them to a new brand/product (Vibenomics Suzy Research Audio In-Store Report, June 2023).
The marriage of in-store audio advertising with in-store digital displays represents a dynamic duo in retail media. By leveraging the strengths of both mediums, businesses can create immersive, memorable experiences that resonate with consumers long after they leave the store. As the retail media landscape continues to evolve, the harmonious blend of audio and visual elements is poised to play a pivotal role in shaping the future of in-store advertising.
Vibenomics, a Mood Media Company, is the leading in-store digital provider with a combined in-store network with Stingray Advertising that reaches over 170 million monthly unique shoppers and 1 billion monthly shopping visits in the United States. Our platform provides a single, all-in-one retail media network, empowering advertisers to deliver an on-premise experience and to connect with consumers via display, audio, and experiential channels.
Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today!
The holiday season is upon us, and with it comes the festive flurry of gift-giving, feasting, and merry-making. Understanding the nuances of holiday shopping behaviors is crucial for retailers aiming to make the most out of this season.
Vibenomics, in collaboration with Suzy Market Research, has gathered valuable insights into the minds of consumers during this festive period. Let’s explore critical findings from the data and dive into how in-store audio advertising can play a pivotal role in enhancing the holiday shopping experience.
78% of consumers plan to do their holiday shopping in-store (Vibenomics Suzy Market Research, Oct. 2023). This data point indicates a strong inclination towards the traditional brick-and-mortar shopping experience, emphasizing the importance of optimizing in-store strategies to capture the attention of holiday shoppers.
Breaking down the in-store shopping trend further, 36% of consumers plan to do most of their holiday shopping at grocery stores, 31% at dollar and discount stores, and 22% at home improvement stores (Vibenomics Suzy Market Research, Oct. 2023). Understanding these preferences allows retailers to tailor their shopping experiences and brands to adjust their marketing efforts to specific audiences and merchandise accordingly.
Holiday deals are a significant draw for shoppers, with 61% expressing their intent to take advantage of retailer/brand-specific holiday sales (Vibenomics Suzy Market Research, Oct. 2023). This statistic presents an opportunity for retailers to strategically promote their holiday offers and capture the attention of bargain-seeking consumers.
77% of consumers plan to purchase groceries during the holidays, followed closely by 68% for holiday-themed food/snacks and 54% for adult beverages (Vibenomics Suzy Market Research, Oct. 2023). Retailers can leverage this information to curate unique holiday-themed displays and strategically position products to meet consumer demands.
Regarding decision-making, consumers prioritize price, quality, and promotions/sales. This data emphasizes the importance of offering competitive prices, maintaining high product quality, and effectively communicating promotional offers to sway consumer choices.
In this landscape of holiday shopping preferences, in-store audio advertising emerges as a powerful tool for retailers. Vibenomics data supports the idea that audio advertising can significantly impact product discovery, brand sales, and overall shopping experience. Here’s how:
As retailers gear up for the holiday rush, understanding the intricacies of shopper behavior is crucial. Vibenomics Suzy Market Research on Holiday Shopping Behaviors provides valuable insights that can guide brands and retailers in tailoring their strategies to meet consumer expectations. By incorporating in-store audio advertising, retailers can elevate the holiday shopping experience, driving sales and creating lasting connections with consumers in this joyous season!
Vibenomics, a Mood Media Company, is the leading in-store digital advertising provider with 23,600+ shopping locations in the U.S. Our platform provides a single, all-in-one Retail Media network, empowering advertisers to deliver an on-premise experience and to connect with customers via display, audio and experiential channels.
Ready to learn how Vibenomics can elevate your Retail Media strategy with in-store audio? Click here to engage with Vibenomics today!
Suzy Market Research is a comprehensive consumer insights platform seamlessly incorporating AI-driven quantitative and qualitative research and top-tier audiences within a unified research cloud. With the endorsement and trust of more than 500 prominent brands spanning 22 industries, the Suzy platform has solidified its reputation.
Picture yourself strolling into your local grocery store with a handwritten Labor Day shopping list. As you enter the store and weave through the aisles, a catchy familiar tune fills the air, infusing your shopping journey with energy. Amidst this musical backdrop, an artfully crafted audio ad takes center stage, emanating from the store’s speakers. This clever in-store promotion, perfectly tailored for the upcoming events, captivates your attention and weaves a compelling narrative.
The persuasive allure of the audio ad not only highlights a limited-time discount on an appealing product, but also provides clear directions to their location in an aisle or store department. Intrigued by the offer, you find yourself irresistibly drawn to explore this enticing deal. Although you initially planned for the items on your list, the magnetic pull of the sale convinces you to try a new brand or add an item to your list.
This scenario vividly illustrates the potent impact of sound harnessed through in-store audio. It seamlessly merges auditory engagement with in-store advertising, creating an unparalleled shopping experience.
In the ever-evolving landscape of retail media, where digital advertising tactics are in perpetual flux, a recent study by Vibenomics in June 2023 highlights the paramount importance of in-store audio as a retail media strategy and its remarkable ability to:
Despite the surge in online shopping and virtual stores, an astonishing 96% of consumers continue to explore the physical aisles of brick-and-mortar stores (P2PI Special Report, 2022). Vibenomics’ study reveals that 41% of shoppers make in-store purchases influenced by in-store audio.
The power of sound to seize attention and guide decisions is undeniably captivating. Remarkably, 46% of shoppers derive joy from these audio advertisements, while an even more substantial 54% find them informative (Vibenomics Suzy Research, June 2023). In-store audio effectively grabs attention by:
In the bustling realm of retail, where every part of the shopper journey vies for attention, Vibenomics’ study uncovers that in-store audio acts as a seamless conduit, effortlessly guiding shoppers to the products advertised on the shelves.
Notably, in-store audio boasts a 14% higher visibility rate among shoppers compared to displays (Vibenomics Suzy Research, June 2023). This statistic underscores the effectiveness of in-store audio in captivating attention amidst the sensory overload of a retail environment. Unlike displays that might struggle to influence shopper behavior due to limited exposure and engagement, in-store audio emerges as an impactful force at the point of purchase. Key factors contributing to in-store audio’s guidance include:
In the realm of shopper choice, where a myriad of brands clamor for attention, Vibenomics’ study reveals that in-store audio enables advertisers to harness brand awareness and ignite new customers as well as loyalty.
Cultivating a unique brand identity is pivotal. In-store audio becomes an invaluable ally, echoing a brand’s values and personality. Whether exuding a cheerful ambiance or a refined demeanor, in-store audio’s attention grabbing message captivates its intended audience. Through in-store audio, advertisers infuse personality and character into their brands.
Acknowledging the influence of in-store audio is crucial. The power of sound is a potent force in the realm of consumer shopping.
Vibenomics, a Mood Media Company, is the leading in-store digital advertising provider with 23,600+ shopping locations in the U.S. Our platform provides a single, all-in-one retail media network, empowering advertisers to deliver an on-premise experience and to connect with customers via display, audio and experiential channels.
Ready to learn how Vibenomics can elevate your Retail Media strategy with in-store audio? Click here to engage with Vibenomics today!
“I think music in itself is healing. It’s an explosive expression of humanity. It’s something we are all touched by. No matter what culture we’re from, everyone loves music.”
This quote by renowned artist, Billy Joel, describes the significance of the companion we all know and love – music. Throughout time, music has served as a source of joy, expression, hope, and fellowship. Influential artists have called for world peace, an end to wars, and introduced conversation on social justice issues through their musical talents. Music has not only served as an enjoyable hobby, but has sparked controversy, healed broken spirits, and has brought people together that have nothing in common other than their appreciation of the art. Oftentimes, music is described as an escape from the struggles of reality – and the year 2020 was no different. With 2020 came the unparalleled COVID-19 pandemic that brought hardship affecting the entire human population. Social gatherings were considered a potential threat to individual health, limiting personal interactions and heartfelt connections. With friends isolated in their homes, music became the only reliable companion. In the year 2020, 82% of music listeners turned to audio as a mood enhancer, 67% as a welcome distraction, and 34% to find necessary companionship. Overall, people listened to communicate emotion and create community – something that could be done while six feet apart.
What many have learned over the course of the past year is what Vibenomics has known since its beginning – music has the power and ability to transform attitudes, emotions, and even lives, if utilized correctly. Vibenomics has spent the past year ensuring that consumers had an enjoyable experience in retail locations – a space that caused a lot of fear and anxiety for consumers during the pandemic. While many activities were put on hold to align with government regulations, families had no choice but to commence essential errands such as grocery shopping. Vibenomics delivered an enhanced experience in these retail locations and gave consumers something to be happy about. Heard by up to 200 million shoppers monthly, Vibenomics is sure to connect with customers and turn the once-stressful shopping experience into an enjoyable one.
Vibenomics at its core recognizes the importance of music and its impact on the emotional well-being of those in troubled times. Understanding music’s effect on the experiential component of shopping in-stores, Vibenomics has designated employees to use their industry expertise to deliver an innovative and enhanced in-store experience. Music Director, Libby Farr, states, “It seems that a lot of the music during the pandemic was sad and slow. Many artists were able to capture the mood of the country in their songs. It will be interesting for future generations to look back on these to get a sense of what it was like to live during a pandemic. Let’s hope we see some happier music in the coming year.” Libby’s calculated decisions utilize a combination of market data and consumer behavior studies. However, Libby also relies on her own intuition and understanding to reach consumers where it matters most. Vibenomics not only provides consumers with an enhanced experience, but retailers and advertisers with the ability to control their message along the path to purchase. As the world begins its return to normalcy, Vibenomics continues to prioritize the employee and customer experience in stores nationwide. Things are looking up for the year 2021, but one thing will remain: music will always be a meaningful companion.
If you want to enhance the experience of your retail location and find the right vibe, visit www.Vibenomics.com for more information.
In an era where convenience is key, trends still show that customers value a great in-store experience. Online retail and expedited shipping have redefined what convenience means to the average consumer and how that experience can translate into brick-and-mortar spaces. “Experience counts. More consumers today are seeking a great, if not exceptional, experience when they shop — and yes, that includes within the convenience channel,” notes CS News on the makings of a great convenience store shopping trip.
Customers understand that businesses have the tools to learn the desires of individuals that walk through their doors and want store owners to use this knowledge to improve every interaction. Technology is advancing quickly and it is expected that innovation is being embraced in order to provide the best experience possible. Research by Aimia, a loyalty analytics company, noted personalized and relevant content has a definitive impact on customer loyalty. The upward growth of both competition and technology put convenience stores in a unique position to create personalized shopping experiences for their customers, especially by tapping into the information that means the most to them, such as community events and loyalty programs. Localizing and customizing the content that customers hear during their brief in-store interactions has the potential to be what makes the experience exceed expectations.
The National Association of Convenience Stores found that the average time it takes a customer to complete their in-store shopping at a convenience store location is between 3 to 4 minutes, including the time spent walking to and from their vehicle. With a short window of opportunity to delight the customer, how can convenience store owners provide their visitors with the best experience to keep them coming back in the face of many equally convenient alternatives? President and CEO of Sheetz convenience stores noted that “figuring out ways to disrupt from within, while keeping an eye on those also seeking to sell convenience” is the key to continuing success. C-Stores must find a way to merge personalized content with innovative technology to reach customers directly at the point of sale.
Audio Experience Software (AES), like Vibenomics, provides the technology platform to create a unique and personalized experience for the customer during the duration of their visit through the power of curated music and messaging. Indiana-based Ricker’s convenience stores utilize the Vibenomics AES platform in their 56 locations to communicate with their customers and promote items such as food or beverage offerings, loyalty programs, and localized sports recaps and weather reports without the addition of visual clutter or low-impact marketing efforts. “[With Vibenomics] we have a great platform to produce commercials and change commercials on the fly and to make sure that we are getting the message across to consumers, we knew we needed to have great audio,” states Keith Broviak, Ricker’s Director of Marketing, “We are able to take that message and create that commercial in the morning and in the afternoon have it in the stores — you can’t do that with any other type of media”.
Interested in learning more about using an Audio Experience Software (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.
In recent posts, we’ve covered an extensive amount of information about how to use in-store audio to create the best, most desired atmosphere for a business. The amount of time, effort, strategic thought and other resources that go into determining every aspect of a store’s audio experience—from dayparting to tempo—are not insignificant.
And yet, there is one area that we haven’t yet examined. That could be because the topic isn’t nearly as fun as thinking about holiday vibes and creative in-store announcements. While many businesses use music to set the tone and to create just the right mood, are the tunes they’re using actually legal?
The short answer? It depends.
So, what do business owners need to know about licensed versus unlicensed music? And how can business owners be sure their audio selections are on the right side of copyright law? Read on to find out!
Music—including what’s played over the speakers in-store—is protected by copyright law as a way to cover the copyright owners, allowing them exclusive rights to perform or play the music. According to copyright law, if someone, such as a business owner, plays that music for anything other than personal enjoyment without explicit permission, they are infringing on the copyright. That means the copyright owner has the right to sue for damages. Yes, a business owner can be sued for playing copyright protected music in their stores, and the cost of doing so can be very high. Courts can order damage recovery to the tune (get it?) of $750 to $150,000 per violation, depending on what the courts decide is reasonable.
However, there is an opportunity for businesses to use music legally to create the desired store vibe through music licensing. Music licensing is the appropriate use of copyrighted music, and it serves as a way to ensure that the copyright owners of the music are compensated when their work is used publically. If a license to the music is purchased, that purchaser has (albeit limited) rights to use the music without fear of infringing on the copyright. While there are a few exceptions, business owners need to obtain licensed music or partner with a technology solution that has a fully-licensed library of music.
Using licensed music to set the in-store vibe is critical so as not to infringe on copyright law and risk a potentially very costly mistake.
There are several ways for businesses to legally license and play music over their in-store speakers. The first is through obtaining a license of their own by working with a Performing Rights Organization (PRO). Most music publishers and songwriters join a PRO that handles licensing their work to the public on their behalf. Examples of these organizations include the American Society of Composers, Authors and Publishers (ASCAP), Broadcast Music, Inc. (BMI), and SESAC. These organizations are responsible for collecting and sending royalties to the copyright owners.
However, obtaining a license from one does not mean gaining rights to all. For example, a license from ASCAP only means a business can play music from that particular organization’s copyright holders, which can become EXTREMELY complicated, not to mention risky. In order to combat this, businesses can purchase a blanket license, meaning they can play any of the music from each library. However, costs to do so can rack up quickly to the tune of at least several thousands of dollars per year.
Rather than pay that hefty price tag, businesses can instead work with a technology solution provider that has a fully-licensed library of music. Using a technology that boasts a huge licensed music set list means business owners can stay out of the licensing nuts and bolts, but remain in charge of selecting the best playlists for their business without legality worries.
Understanding how to license music is something few business owners have the time or energy to focus on. They are far too busy with bottom lines, employee satisfaction, and all the other facets that go into running a successful company.
So, rather than pay or hire a lawyer to negotiate licensing deals, why not allow a technology partner to handle the legal side and keep the music licensed? Then, all you need to do is curate the perfect playlist and press ‘play’.
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.
Transforming a space can bring to mind images of sledge hammers and a new paint job. But it doesn’t have to be quite so HGTV. Instead of blasting out a wall or two, a business can be transformed with what is blasting out of the speakers.
How? Great question! Read on for 5 great ways in-store audio can easily transform what goes on in the business.
A business space can be made or lost by its customers. If a business is looking for ways to attract its target customer, the answer may just be found in what they have playing from the store’s speakers. Think about it. Customers walk through the mall and hear the same type of songs they played in their cars on the way there. Or they walk into an upscale wine shop and hear beautiful, classical music playing. Since the customer’s preferences come first, what does that target customer want to hear? What will keep them in the shop and encourage them to make a purchase or book a service? A sharp, edgy retail shop, for example, should make sure their playlist reflects its brand and isn’t playing dated tunes. Just incorporating that simple change can have a huge impact on the overall space.
It is critical to have the right flow of customer traffic in every type of business, from grocery stores to retail outlets to restaurants and more. The right in-store playlist can help control and manage that very thing. How? By playing songs with the most appropriate tempo and pace. When a customer or guest hear fast tempo music, their natural inclination is to move faster―the opposite being true of slower tempos, making customers want to linger a bit longer. Think about the audience, the desired traffic pattern, and when it makes sense to kick up the music or slow it down. For example, during a dinner rush at a family restaurant, keeping the up-tempo music going will keep the tables turning over at a regular pace. Later in the evening, however, the tempo can be slowed so maybe those last customers will stay for dessert.
In general, our society isn’t too fond of waiting. Whether customers are passing the time in a lobby for an appointment, a waiting room for their car repair, or even in longer lines at the checkout―it’s probably not their favorite part of your business’ experience. So, do your best to make it as enjoyable as possible! Creative and helpful announcements can keep this captive audience aware of their wait times and any upcoming events or special offers. The right music can help give customers something to tap their toes to and enjoy while they wait. Suddenly these wait times are less annoying and the overall vibe becomes much more positive.
Who spends the MOST time in a business? The staff, of course. And what (or who) has some of the greatest influence on the customer experience? Again, the staff. Then it stands to reason that business owners should want to keep their staff happy. A great way to achieve that goal is by using in-store audio. Airing a solid, curated playlist that staff will enjoy and/or an in-store announcement strategy that will keep them informed regardless of the crowds and store size, making sure the staff is happy can be the best transformation a business can undergo.
In-store audio not only helps to achieve these four above goals, but it can also be a great tool to promote new products and events, all while creating a better overall store vibe and customer experience. And how important is the vibe to the bottom line? VisionCritical estimates that, by 2020, customer experience will overtake price and product as the most important key brand differentiator. And what can transform a business space more than a better customer experience and a better bottom line?
If the goal is transforming the business space, one of the easiest and most impactful ways to create a new or upgraded vibe is through in-store audio. While some may say that it’s all just “noise,” that’s far from the case. In fact, it can be the tipping point to making or breaking a sale.
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.
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