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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