Today’s shopper likely doesn’t consider what is playing over the speakers while they’re browsing in their favorite stores or working out in their go-to gym. However, for businesses, it’s an untapped resource that can improve the overall mood for shoppers or increase awareness of special offers and events. Both of which have the potential to increase conversions and provide a much better customer experience.
Think about it. Most shoppers are breezing through a store while looking at their phones or are otherwise preoccupied with children, friends, or rushing to get everything checked off of their lists. They aren’t looking at carefully designed signs and flyers or, if they do, they skim them and immediately forget what they read. When it comes to the music playing over the speakers, they don’t think about it until it’s disruptive or takes them out of the moment.
And for some businesses, a good, non-offensive blend of music with no interruptions can work in their favor. Depending on the business and the audience it draws, there may be no reason to bounce around or mess with the playlist that works for the brand.
However, for most, the overall atmosphere and demographics of a business can change throughout the day. The customer expectation or the needs of the business may be fluid between morning, afternoon, evening, and into the late hours of the night. As such, it falls on the business to navigate those changing needs and audiences with the music and overall in-store auditory experience. These adjustments in music or content are known by the term “dayparting”.
Below we’ll take a look at what dayparting is, why it’s important to stores of all kinds, and how it can improve the in-building music experience.
What is Dayparting and Why is it Important?
Basically, dayparting means “parting the day” into different, benchmarked times throughout a 24-hour period. The term has origins in the radio business referring to playing certain songs or content at a certain time of the day, based on not only the listening audience, but what the FCC deems appropriate content. According to the FCC, for example, there is a reasonable risk that children will be in the audience from 6 a.m. to 10 p.m. so the Commision prohibits station licensees from broadcasting indecent material during that period. That’s why radio listeners will often hear more adult-oriented content after that 10 p.m. hour.
For businesses, however, it can simply refer to adjusting the music or the content playing throughout the store at different times of the day. It is important to note that since most in-store music is not playing over the AM/FM airwaves, the FCC does not have authority to dictate what is appropriate or not. As such, if a business wants to offer potentially offensive music or promotional content first thing in the morning for customers to enjoy with coffee, it’s their prerogative. It’s ultimately up to each business what they play through their speakers based on their unique and specific customer demographics.
Dayparting the Music Experience
Dayparting can refer both to the music experience and to promotional content within the store. When dayparting music, businesses need to consider who will be in the store at what time and what sort of music will enhance their overall customer experience. For example, consider a restaurant’s customers consist of mostly adults eating from 10 a.m. to 4 p.m. But, after 4p.m., the after school crowd changes and lowers the median age in their dining room substantially. That restaurant would likely want to daypart the music experience based on their clientele.
Some adult contemporary or classic rock would work for the older lunch crowd, and then contemporary with a mix of alternative or hip-hop after 4 p.m. for the younger customers. This is dayparting music, and it’s essential when the customer base is wide, and, for the most part, predictable throughout the business day.
Dayparting On-Demand Announcements
A business owner can also daypart their content and control the message customers hear based on the time of day. When it comes these promotional and on-demand announcements, the time and resources it took to create them would be lost if not targeted appropriately. A sports bar shouldn’t encourage customers to come watch Monday Night Football between 8 p.m. and 11 p.m. on a Monday night when the game is already playing on the televisions. A better idea is to daypart that message to play at lunch on Monday, reminding the lunch crowd of any specials and, at the same time, enticing them to come back and watch the game that evening. It’s critical to the success of these specialized promotions to get them in front of the customer when they are most tuned in to hear the message.
What’s Your Dayparting Strategy?
Without dayparting content, businesses are the mercy of a random shuffle and consequently, the wrong person could hear the wrong content. However, by dayparting, businesses increase their chances of getting the right message to the right customer at the right time, bettering the overall in-store experience. Dayparting doesn’t have to be complicated. By following the cardinal rule of marketing—knowing the audience—businesses can create an atmosphere through music or create targeted on-demand announcements that resonate no matter how often the crowd changes.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start dayparting your music and in-store announcements.
To survive in today’s competitive environment, most businesses understand the importance of finding the most efficient and effective ways to engage their customers. That often requires an increased level of personalization for each customer. But how can small or medium sized stores, particularly franchise businesses, do that at scale with limited marketing resources? They must start strategically thinking about providing the best in-store experiences.
One area that’s often overlooked is the auditory experience customers have while in a store or business. Music can put customers in—and quickly take them out—of the moment. That likely isn’t a big surprise. After all, 91% of business owners believe that playing music makes staff and customers happier. However, how many included in that large percentage are using that music to its best business advantage? Not nearly enough.
The in-store music experience, coupled with on-demand announcements, can be just the solution when looking for ways to increase customer basket or sales size, drive enrollment or registration for events and reward programs, and also share information about specials and community initiatives. Here are just a few ways music and messaging can impact a business’ bottom line, along with a few real life examples of how it’s already working:
How Audio Can Have a Major Impact
Some think that music and announcements that play over the speakers of a store are just “noise,” but they’re mistaken. Research conducted by Vision Critical among 1,000 UK businesses and Entertainment Media Research among 2,000 UK consumers found that 63% of small retailers agree that playing music encourages customer to spend more time in a store. 72% of people who like music in-store say a shop playing music is more inviting, while 76% of small retailers believe they can positively influence the behavior of customers through music. Imagine being able to influence customer behavior—not just through price and product quality—but by offering a more personalized customer experience through custom in-store music.
It is likely that the ideal customer for a specific store also has a targeted style of music they prefer. In fact, 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. Plus, imagine playing that local station and airing an advertisement for a competitor’s offer that sends a potential customer out the door. Instead, why not utilize that passive experience to benefit the current shopping experience?
The Proof is in the Sales
In the world of business, there are plenty of priorities that require time, resources, and, above all, money. Thinking that devoting any of those to customized in-store music experiences or on-demand announcements may not seem like a priority. However, many customers are finding that it not only brings in enough sales to be a positive return on investment, but it helps to create a better overall customer experience.
A recent article in RetailWire found that, out of those who noticed in-store music, 40% will stay longer in a shop if they feel the music is well-chosen for the environment. A customer survey at Jiffy Lube found that 60% of customers heard the messages and 90% enjoyed the atmosphere.
Case Study: How Dairy Queen Drove Immediate In-Store Demand
But what about the sales numbers? An Indianapolis area Dairy Queen franchise may have something to add. While Dairy Queen Corporate, a global fast food company, provides local franchisees with marketing materials, this specific store location prefers doing more personalization for their customer base in the form of an annual Valentine’s Day dinner. While the dinner has seen moderate success in past years, this year it began using in-store, on-demand announcements about the dinner, and the event sold out in record time. Customers at their tables were even making reservations immediately after hearing the announcements. By not using custom messaging over their speakers, this Dairy Queen was—almost literally—leaving money on the table. By simply finding better ways of educating customers on new products and offers as they become available, this franchise found a new and easy way to make a profit.
The Customer Experience is King
VisionCritical estimates that, by 2020, customer experience will overtake price and product as the most important key brand differentiator. For nearly any business, using custom licensed music to create a superior in-store audio experience is a great way to promote unique events, offerings, and specials in a way that is non-intrusive but impactful. It allows businesses to push products faster while increasing the revenue potential for every customer or drive customers to a website for coupons and promotions. These tactics—particularly alongside a customized playlist—provide an improved, potentially highly profitable customer experience.
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.
Once upon a time, not that long ago really, getting gas for a vehicle looked much different. Gas pumping has progressed from having an attendant pump the customer’s gas, to customers going into the store and asking for “$20 on pump two,” to today’s pay-at-the-pump technology.
While that’s been a great time saver—the average convenience store fuel customer spends 5 minutes or less filling up a gas tank—it certainly cuts down on the potential for in-store sales. A few customers may venture in and pick up an item or two, but the vast majority pump gas, replace the gas cap, and drive on. In fact, 300 people visit a convenience store’s gasoline pumps a day, but only 35% of those customers step foot inside the store, according to industry experts at Convenience Store Products.
One of the toughest nuts to crack for gas station convenience store marketers is how to pull those customers from the pump to the store. Finding effective and convincing ways to move the in-store needle can make a huge difference for a business’ bottom line. Take those 300 customers mentioned above. If 35% are going in the store, that’s 105 customers. If each of those customers spent even just $1, that’s an extra $105 per day—or over $38,000 per year.
So, how can marketers find ways to convert gas pumpers to in-store purchasers? Here are a few potential methods that may help out.
Loyalty programs are a great way to motivate those members to stay true to the brand, thereby increasing the visits they make as well as their spend. However, if the reward program is going to work, it must be of value to the customer. Something like a free cup of coffee or lower-margin food item on the fourth visit or earning points that can be used towards a gas card can make a customer feel like their participation is valuable to them. It can also be a key way to get already-loyal customers in the doors of the store. While they are redeeming that free cup of coffee, make sure the fresh donut display is close by or the grab-and-go breakfast items are shown off.
Credit card processing fees are a big pain for any small business. Some gas stations have taken to eliminating that specific pain point by offering special discounts on gas prices for those customers who come in the store and pay cash. According to a study by Cardtronics, cash transactions still make up 63% of all convenience store purchases. Also, a report by NACS says that 23% of surveyed gas consumers primarily use cash to pay for their fuel. Offering a discount for those who pay with cash can not only take care of credit card fees, but can also get more customers—who already are shown to use cash for convenience store purchases—in the door with cash in hand.
Customers are already at the pump and tend to be a captive audience. Why not take advantage of that and incorporate at-the-pump audio announcements? While digital displays and signage can certainly help, more often than not, the customer is looking around or is on their phone and may not see it. Using audio helps to ensure they know about the special two-gallon milk price or the daily deal on coffee and a pastry. Marketers can even work to daypart those announcements to hit key customer needs at certain times. For example, that coffee and a pastry deal? Great for the morning. But a pizza or a dinner item would better attract an evening commuter heading home.
No matter the business, the more pleasant the customer experience, the more likely they are to keep returning. This is just as true for convenience stores. Making the experience enjoyable by creating a great in-store vibe can keep customers coming in again and again. Create a playlist that appeals to the target customers, keep merchandise fresh and expertly displayed, and always keep things tidy. Also, make sure to keep customer wait times down, no matter what the time of day. Above all, keep the “convenience” in convenience store.
With the right in-store vibe and at-the-pump marketing tactics, customers will be much more likely to make their way into the store the next time they stop to grab gas. It just takes some planning and creativity along the way.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
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