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.
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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