Retail stores present brands with an opportunity to create awareness of their products in an environment that lends itself to visual and tactile experiences.
The old model of in-store (and even online) retail strictly focused on products being sold. However, consumers have slowly but surely been moving away from strictly shopping for products, instead seeking a more engaging experience. The trend has been driven largely by millennials and their preference for experiences over things.
Consumers are now being faced with more choices online, they expect to experience an immersive in-store experience that plays on all their senses when in a physical store.
From innovative digital displays of products, to a change of mood using music and being transported into a relaxed state-of-mind through carefully considered scents. All these factors influence the customer experience, behaviour and build stronger connections with customers.
The increased pressure on the economy is having an impact on marketing budgets within South Africa. Budgets within TV, Billboard and National radio stations are declining. TV is declining at 12% year-on-year and national radio is declining at 5% year-on-year.
This spend has been diverted to digital, activations and shopper-marketing or in-store media.
Marketers are increasingly using music in the commercial environment to make their offerings and brands stand out and to harness the emotive powers of music to underscore their brand. This same concept has been used successfully by brands in retail through in store radio solutions.
Music is a universal language.
We believe In-Store Audio can help the brand in the following ways:
- Brand Identity: Consistent audio and visual brand identity in-store
- Customer Engagement: Create a stronger connection with your customers
- Customer Behaviour: Determine the mood and influence behavior
- Drive Sales: Instantly launch promos country-wide using radio and digital signage
- Through-The-Line Marketing: Strengthen ATL campaigns with in-store communication
- Employee Engagement: Motivate, engage and train employees
Our clients need to get it right as their customers are listening