Radio For Retail
Radio For Retail
When we walk into a store, every detail matters. We shape our opinions based on obvious things like decor, store layout, and product selection. But, we also adjust our perceptions based on little things we barely notice like overhead music, sounds, and messages.
While in-store audio marketing may not be the first thing you think of when you design the customer experience at your location, it must be something that you think about.
Audio is an important element for any retail store. It’s as important as the look of your store. Imagine being able to keep customers in your store for a longer period of time. It is a proven fact that the longer a customer spends in a retail outlet the more they spend. Programming the right sound for your store/s is key. Programming the wrong music will drive customers out of your store quickly, programming the right music will keep customers in your store for a longer period of time.
What’s Radio For Retail Audio Marketing?
Radio For Retail marketing uses music, and voice-overs to market to customers and shape the experiences they have while in a business. It uses audio to control the messages and feelings that customers experience, to set the tempo that guides the consumer’s visit, and to exhibit a style that matches a company’s branding.
We look at the following types of Radio For Retail marketing.
- Overhead Music: the background music broadcast throughout a location
- Overhead Messaging: the voice-over messaging broadcast throughout a location
Why Is Radio for Retail Marketing Important?
There are multiple benefits to using audio as part of your in-store marketing strategies.
The sounds in your store impact the way customers think, act, and feel. Music isn’t just something we enjoy or dislike. It’s something that has a direct impact on our mood, feelings, and thinking. A paper published in Frontiers in Psychology showed that music causes people to:
- Feel emotions such as happiness, sadness, and excitement
- Feel removed from the world or more engaged with it
- Feel engaged and interested in listening more closely
These outcomes show how overhead music can shape the way customers feel as they shop or eat in your location. And, that’s not all music can do. The tempo and volume of the music in your business can also shape the way customers act. Multiple studies have found that:
- Fast-tempo overhead music causes customers to shop more quickly.
- Slow-tempo music causes customers to relax, browse slowly, and spend more time in a store.
- Loud music causes young customers to stay longer.
- Soft music causes older shoppers to stay longer.
So as we design your overhead music playlist, we select music that best matches the experience you want to create and the customers you want to please.
The sounds in your store reflect your brand image. The music in your store shouldn’t be curated to include songs that you love. It should be a playlist of music that pleases and attracts your target audience and matches your overall branding. We build your audio complete with branding your company as an example “You are listening to ABC Clothing Radio”
In-store background music is a reflection of your brand, so don’t let employees change it to what they prefer. Keep a consistent sound that always shows customers where they are and what the brand represents.
The sounds in your store impact the way employees think, act, and feel. It’s easy to focus on customers when we think about overhead sounds. But, it’s just as important to think about the way music affects employees. They are the people who must listen to in-store sounds for hours at a time, and what they hear can make them better or worse employees.
The sounds in your store share messages with customers. Along with eliciting feelings about your brand, overhead sounds also give you an opportunity to share information about your brand.
Through overhead messaging, you can create messages that tell customers about your sales, new products, upcoming events, brand story, or any other relevant, timely information. Customers in your store are already highly engaged with your brand, so use voice-over audio messages to turn that attention toward targeted advertising and communication.
The music in your store could be illegal to play. Another element of in-store audio that is often overlooked relates to the legalities of broadcasting sounds in a public space. Despite what many business owners think, it can be illegal to play Pandora, Spotify, or even purchased iTunes songs in your location.
There are legal rules in place for what music you can play in a public space. And, the fines for failing to adhere to these rules are steep.