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.
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.
Many business owners believe they can find a solid station or playlist that appeals to their target audience group, then sit back and be done with it. And if that is the approach they are taking, they are only letting in-store audio do a fraction of what it is capable of. They should consider implementing a process called “dayparting”.
Dayparting is a term that originated in the radio industry. It is used to describe parsing the day into different, benchmarked times throughout and playing certain songs or content at a certain time of the day. You can read more about dayparting and its history in an earlier post here.
While radio is the origin, businesses also have good reason to consider dayparting as it pertains to their in-store audio. Understanding and catering in-store audio to a target audience is only part of the equation of making in-store audio work best for the business. The audio programing must be tailored according to what those customers do during different parts of their day (hence the term dayparting!).
First of all, the most important aspect, regardless of time of day, is knowing the customer. Market research indicates who the target audience is for the business, but understanding more about their habits and preference for the time of day can be the perfect added touch.
In order to take a closer look at how dayparting can help widen a store’s appeal to different audiences while also increasing sales, let’s take a quick look at how the radio industry parts its days. The work days, meaning Monday-Friday, are split into five separate groups for radio purposes by Nielson audio. Those segments include morning drive, midday, afternoon drive, evening, and overnight.
For this purpose, let’s focus on the categories most likely relevant here—morning, midday/afternoon, and evening. How can dayparting using these categories appeal to different audience groups?
The Morning Crowd
Let’s say the business in question is a popular coffee shop. The morning rush is often the busiest time. Likely, customers want to come in, grab their coffee, and be on their way to the rest of their day. And that’s fine with the coffee shop as customers lingering around take up valuable table space or create a more crowded ordering area. Playing more upbeat, higher tempo (but non-intrusive) music can move the customer along without them even realizing it. It also creates a nice, happy tone to start the day. These factors allow the shop to appeal to this particular, highly-prized demographic.
On the other hand, consider early morning grocery shoppers. This audience would likely appreciate a more relaxed tone. Maybe kids were just dropped off at school and it’s that brief moment of peace for a parent. Or a night shift worker is stopping in to get a little shopping done before heading to bed. Playing something that allows them to breathe and take their time will likely be welcomed.
The Mid-day Visitor
Again, determining what to play over the in-store speakers at this time of day depends on the target demographic and goals of the business. For example, if a restaurant is looking to do most of their sales during mid-day business meetings and lunches, that may be the best time time to play popular music and make more important on-air announcements. On the other hand, think back to the coffee shop example. Mid-day may be slower for the restaurant, or they may have a similar coffee meeting business crowd. If that’s the case, they would likely want to encourage patrons to stick around for a while with a slower paced, softer tone. And this mid-day time may be a chance to add some announcements voiced in a smooth, gentle tone.
The Evening Rush
When it comes to the evening rush, it’s important to, again, consider the business and the target audience. Take two different bars for example. One is a more upscale, cocktail bar. The other is a big, loud sports bar. These may have a bit of customer overlap in demographics, but think about what experience the audience is looking to have by walking in the doors. A customer walking into the sports bar expects loud music and maybe on-air game announcements or drink specials. The customer who walks into the craft cocktail bar would likely turn right around if they had that type of audio experience.
At the root of dayparting is a consideration of the customer experience. What does each audience at each part of the day want to hear? While the morning customer may be the same general target as the evening customer, are they really expecting an identical experience?
Dayparting allows businesses to create an audio experience that appeals to the particular customer at the particular time they walk through the doors.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
Think about every employee who works in a store. Think about their unique likes, opinions and general preferences. Now consider this: what if each of them could control the music style, volume, and what plays over the in-store speakers? Liz loves Taylor Swift but Jessie can’t stand that music and only likes pop-country like Luke Bryan. Every time Liz turns up Taylor, Jessie quickly moves to the back to change it to her style. Similarly, some employees like to have music turned up all the way while others like to keep it a bit lower, which soon turns into a constant volume war. Sound familiar?
When it comes to music style and preference, store owners can attempt to get it right by identifying their target audiences and matching the in-store audio style to a particular demographic. But, it’s hard to stay consistent if employees can change the station based on their liking—especially if the owner isn’t there.
Finding ways to control a store’s atmosphere is hard enough as it is—particularly when working within a franchise or part of a chain. The music style and messaging needs to fit the geographic area, but also remain consistent across the brand. In addition, there needs to be room to consider dayparting and appropriate tones for local in-store announcements. At the very least, having a uniform playlist from franchise to franchise or location to location will reinforce that brand consistency, no matter where the store is located.
While in-store audio may not be the first thing that an owner considers when it comes to controlling their brand, it’s an easy one to implement that can also make a significant difference. Controlling audio ensures that everything playing over the in-store speakers is creating just the right atmosphere.
Ensure Music Reflects Style
When it comes to controlling the brand identity through audio, the first topic to consider is the style of the store. Is it a low key sports bar? Or a higher-end electronics shop? Or a dance studio? Whatever the style of the store, it should be reflected in the style of the music and other in-store audio.
Keep in mind that 67% of shoppers who recall hearing music during their most recent shopping trip identified the music as being programmed specifically for the retail location as opposed to the shop simply blaring a local radio station that can easily be changed based on employee preference. Custom-selected background music for the store, alongside tailored overhead announcements, can promote and control the brand identity. It can also serve as a control point for the target audience.
Think about it—if a middle aged woman walks by a skateboarding store and hears heavy metal blaring loudly, she’s likely not going to go in. This scenario is fine as she isn’t the target audience for the store’s products. But that teen walking by a few feet away? He is just as likely to be drawn in by the same music and much more likely to walk out a satisfied customer.
Control the Mood
If lines are long or the flow of the store isn’t quite ideal, music can help impact both the length of time that customers will linger as well as how long their perceived wait times are. Imagine waiting in a long grocery store line in complete silence. To most, that atmosphere would seem off-putting and even awkward. In this case, music can play a dramatic role in controlling the mood of the store. For example, if the business is overly busy, the in-store audio system can help to move people in and out quickly. Or, if it’s a slower time of day, the playlist can reflect the mood with more mellow tunes to encourage people to take their time and shop around.
Find the Right Resources
Once the right audio brand identity is honed in on, owners can put certain mechanisms in place to make sure that the identity isn’t compromised. Having playlist and announcement outlines available in a centralized, easy to access location can eliminate the potential for confusion or for an employee to take the in-store audio too far off track.
Franchises or independent store chains have easy and quick access to effective audio marketing tools that can be utilized without managers having to spend time hoping that it’s on-brand. These solutions allow the overarching brand guidelines to be followed, while also providing the freedom to personalize when necessary, controlling what is played, when customers hear it, and even how often.
While maintaining brand guidelines can be tough, it certainly isn’t impossible. Finding the right resources to build custom playlists and announcement scripts for the target customer groups can make staying on brand easy and fun. When stores control the audio experience, that can also mean control over sales, customer experiences and employee energy.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
Picture this scenario: a man walks into an upscale suit boutique looking for a new tuxedo for an upcoming formal charity event. The displays are perfect. A subdued yet elegant and masculine smell wafts through the air. And the music is screaming heavy metal.
Uh-oh. Something isn’t right here.
To create just the right in-store atmosphere, businesses should use everything at their disposal. From the carefully designed displays to making sure the store smells just right, a business owner can look around and feel as though they have done everything in their power to draw shoppers in and encourage them to shop. But a misstep on music, like in the above example, can bring the entire thing crashing down.
But selecting the right genre of music is only part of the puzzle. Business or retail owners should also consider the impact certain aspects of the music can have on shoppers. Take, for example, tempo and pace. When looking to control the flow and pace of the store, in-store audio can have a major impact.
When the tempo of a song picks up, the natural inclination of a person is to speed up. The inverse is also true—the natural inclination individuals have when the pace of music slows is to slow down. Think about being at a wedding reception. It’s likely the happy couple wouldn’t begin a slow waltz during “Shout” by the Isley Brothers. Those store owners who know the impact of music on shoppers can use that power to better control the pace and flow of their stores. A customized musical soundtrack—paired with the right in-store announcements—can influence customer’s in-store movements and be a critical tool to improve traffic flow and, ultimately, improve the bottom line.
How Does Music Impact Customers?
There has been study after study conducted to learn why people enjoy listening to music. For example, one study concluded that people listen to music to regulate arousal and mood, to achieve self-awareness, and as an expression of social relatedness.
Specifically when it comes to in-store music’s impact on shoppers, 63% of small retailers agree that playing music encourages customers to spend longer in-store. 72% of people who like music in-store say that a shop playing music is more inviting and 76% of small business owners believe they can positively influence the behavior of customers through music.
When it comes to using music to positively influence the flow of traffic, however, it goes beyond just this basic explanation of stimulation to HOW tempo and pace can impact the behavior of shoppers.
Let’s Talk Tempo
As noted previously, the natural inclination to hearing a fast tempo tune is to increase speed, creating a greater sense of urgency. For business owners, that is particularly important to note. Play a song with too fast of a tempo and customers are rushing through the aisles, potentially missing important items and leaving without a purchase. And yet, if the tempo is too slow? Customers could stick around for much longer than desired, taking up space at tables or in other areas of the business.
Creating a specially curated playlist that features songs of a specific pace at a certain time of day can either keep customers moving about the business at an efficient pace during higher traffic times. For a family restaurant, the dinner hour is likely not when an owner wants customers lingering at the table long after the meal is finished, so keeping the music upbeat is usually a good idea.
On the other hand, carefully selected music with a slower pace can help to slow customers down. This can be of particular importance if the store has higher ticket items that may require a little more thought and decision-making.
While the preferred genre of the target customer should be the first thing businesses consider, looking at the various times of the day (a term called “dayparting” which we examined in a previous post) can help to improve business through the pacing and tempo of their in-store audio.
The Answer? Very.
To answer the question posed in the title of this post, pace and tempo are extremely important, particularly when it comes to crafting a soundtrack to support the flow for any business. Controlling the way customers or potential customers experience a space is critical to the sales, and thereby the success, of a business. Music tempo and pace can be an easy and efficient way to do that. By using a custom designed in-store playlist, businesses can control flow through a vehicle they likely already have today—in-store speakers.
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.
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.
Music and the overall auditory experience can be an extremely powerful tool for many brick and mortar businesses, regardless of their industry. Making the soundtrack not only a part of the customer experience, but one of the MOST appealing parts of it, can drive customers to want to spend more time in the store and to come back again and again. Industry research backs that up with 63% of small retailers agreeing that playing music encourages customers to spend longer in-store.
Customers often want a pick-me-up or are shopping or browsing to feel more relaxed. How satisfying to see a customer walking around humming or singing along to the in-store soundtrack and truly enjoying their shopping experience? And it does have an impact on customers. 67% of shoppers who recall hearing music during their most recent shopping trip identified the music as being programmed specifically for the retail location as opposed to the shop simply playing a local radio station.
And while the music is a critical component, once they are listening to what’s playing over the speakers, why not use that attention for a more targeted message? That’s where on-demand announcements can play an important role. On-demand announcements can be useful for everything from sales events to driving customers to digital channels to reminding them about important loyalty programs. They can also quickly provide an easy and effective way to educate customers on new products and offers, pushing products faster while increasing the revenue potential for every customer.
That being said, with all the information and benefits on-demand announcements can provide, in additional to all the benefits a custom soundtrack can bring, it’s hard to find the right balance between the two. Too much one way or the other and it can defeat the purpose of both. Here are a few tips to striking the perfect in-store balance between music and announcements.
Dayparting
Dayparting is a concept covered more in depth previously in this blog, which refers to the concept of musically “parting the day” into different, benchmarked times throughout the day. The term has origins in the radio business referring to playing certain songs or content at a certain time of the day. In stores, owners and their marketers must consider the time of day when thinking about on-air announcements as well as soundtracks. During higher traffic times or times when there is higher customer turnover, playing announcements more frequently certainly makes sense. However, if there is no one in the store, consistently playing those announcements again and again will only serve to annoy the staff.
Consider Customer Longevity
As mentioned, striking this balance also has quite a bit to do with how long a customer is actually in the store. A restaurant, for example, will most likely have customers sitting in seats longer than those browsing a retail environment. And even then, it depends on the type of restaurant. A fast-food restaurant sees a much higher turnover, and, as such, can play on air announcements more frequently to target different customers. It’s also not necessarily a negative to play or feature the same messaging through on-demand announcements more frequently. According to the Small Business Administration (SBA), high frequency over a short period of time is much more effective than low frequency over a longer period of time.
Adjust—Don’t Follow—the Rules of Radio
A recent study found that the average radio station aired 2.6 commercial breaks per hour, resulting in an average of nearly 9 minutes of advertising per hour. The average spot break was approximately 3.5 minutes in duration. In an in-store environment, that duration would be far too long for a single announcement. For example, if a store does a 30 second announcement, they could adjust the musical breaks to 3 per hour and likely see positive results.
The best part of an on-demand announcement service? Business owners can determine—on the fly—how frequently announcements should be played. If they notice the store is busier than normal, they can adjust the number, tone, or content of the announcements. While the above are general tips, they are just that—generally a good idea. But for a specific business, having the ability to adjust based on the current customer atmosphere is the best way to find balance for in-store music and in-store announcements.
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.
Today’s shoppers have ever increasing access to new technology when it comes to how and where they spend their money. As such, businesses are finding that they have to change their strategies and adapt to this new environment. Part of that adaptation includes finding ways to merge their online, digital presence with their offline, brick and mortar shopping experience.
It is certainly worth the time and effort it takes to make that a reality. While the growth of online shopping is apparent, 40% of shoppers still make in-store purchases at least once a week. 60% want the immediate satisfaction and 65% want to avoid delivery fees. With that kind of foot traffic, businesses can blend that in-store experience with the online one.
By 2020, the customer experience will overtake price and product as the key brand differentiator. For businesses, that means creating a seamless experience as shoppers go from online to in-store. For customers, it can mean a better overall experience. By finding new and innovative ways to combine the on and offline experience, businesses are improving the customer journey, driving sales, engagement, and the Holy Grail—customer loyalty.
One often overlooked and underutilized (but impactful) way to create that seamless customer experience is with sound. The audio system in a store can be one of the best ways to merge the offline and online customer experience. Here’s how:
Providing a Unified Brand Sound
Most retailers know how important playing music in-store is to the happiness of their customers and employees. As a reminder, 72% of people who like music in-store say a shop playing music is more inviting, according to research conducted by VisionCritical. And, out of those shoppers who noticed in-store music, 40% will stay longer in a shop if they feel the music is well-chosen for the environment. Imagine if that in-store audio experience translates to online.
It’s also a way to continue to gather valuable information on customers if, in order to get the playlist, they have to provide an email address or other information. Who knew a customized in-store music experience could go so much further than just something pleasant to listen to?
On-Demand Audio Announcements
Businesses can also use on-demand audio announcements to remind shoppers of sales, events or special offers. By also using online channels to promote these offers, shoppers can feel a sense of consistency going from on to offline. If a retailer promotes an offer on their social media channels, reminding them of that offer through in-store announcements can have a two-fold impact. For those customers already following or engaging with the brand on social media, it will remind them to take advantage of the offer. As an added bonus, for some of those who haven’t yet engaged on social media, an in-store announcement may drive them to do just that.
For example, a retail store may have an offer running in their Instagram feed with a special code for a discount on a back-to-school outfit. Using in-store audio to remind shoppers of that offer can improve both the engagement with the offer and the engagement with that particular social media platform.
Drive App Adoption
If a business is looking for ways to increase adoption rates of their app, in-store audio announcements can be just the thing to see results. By downloading and engaging with a mobile app, customers are letting the brand into their most intimate space: their mobile device.
Merging apps that offer online pre-pay and pick up with successful loyalty programs can be very lucrative. Take Starbucks for example. Their app boasts approximately 19 million monthly active users. The app has been so successful that their mobile app sales account for nearly 30% of total sales at rush hour, with order ahead actually increasing wait times for regular customers. About 43% of customers interacting with companies through these programs do so on a weekly basis.
Using in-store audio announcements to remind shoppers of all the value the app provides can increase adoption, engagement, and subsequently, overall sales.
While it may be often overlooked, audio can provide the tipping point for many customers. It is an easy way to merge the digital with the physical, giving customers increased value from every angle.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start dayparting your music and in-store announcements.
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