In Store Music and Messaging has been around for decades. Think of the days of “Attention K-Mart Shoppers” and essentially you have the beginnings of In Store Music and Messaging, although it has certainly evolved into a much more appealing experience. The concept is simple. The shoppers are in a buying mood and are somewhat captive in the physical space in which they shop. The store selects the appropriate music to play to them while they shop, and at timed intervals, plays short messages, that promote special offers to be taken advantage of during that shopping trip. There is a science to the proper deployment of an In Store Music and Messaging campaign that relies heavily on the following elements.

  1. The decision on the MUSIC style or genre being offered is critical. It must be appropriate to the store, and align with the shoppers’ musical tastes. If the MUSIC does align, the shoppers will be drawn to it, possibly humming along as they shop. That’s the bait that sets the hook. When this happens, the MESSAGES get heard.
  1. When the MESSAGES get heard, sales happen. Large retail stores have systems in place that measure the effectiveness of the MESSAGING. For the MESSAGES to be heard, the shopper needs to be engaged, and from an audio perspective, the MESSAGES need to be strategically mixed slightly louder than the MUSIC, but not in an annoying way. The science associated with MESSAGE creation includes selecting the proper voice talent and selecting optimum times to play the messages in terms of time of day or day of week. The HOT DOUGHNUT message will tend to be more effective in the morning hours as opposed to late in the day. A good In-Store Music and Messaging company will know these elements and schedule messages in a logical manner.

Generally speaking, the largest retailers have experienced the benefits and have deployed the service in nearly all of their retail locations. Clothing stores, big box stores, large convenience stores, and grocery stores have all reaped the benefits associated with In-Store Music and Messaging. Some have partnered with their suppliers to participate in the relatively low monthly cost for the service ($45-$90 per month per store usually, contingent upon the number of locations, changes, updates, and other variables).

But oddly enough, the smaller retail stores that could benefit most have not chosen to deploy the service in great numbers. Yet these smaller stores offer an advantage in how the service would work, given that the stores are smaller in physical size. So what advantage is available? The answer is indeed….. the smaller size. The larger locations typically feature very high ceilings and are quite a bit noisier due to the number of shoppers and other audio events happening to include scanning noise at point of sale. Often times, the MESSAGING aspect of the service can get lost in that sea of extra audio mentioned earlier. Smaller locations have lower ceilings, and that one variable alone can significantly increase the value of In-Store Music and Messaging.

A properly designed audio speaker system can ensure adequate store coverage with a higher level of music AND messaging clarity, allowing the messaging to be easily heard and understood. Lower ceilings enhance the audio experience. So if your business falls into that ‘smaller retail’ category, consider the advantages associated with In Store Music and Messaging. Great candidates include bank branches, smaller hardware stores, home and garden stores, jewelry stores, hair salons, and virtually any retail location that has an overhead speaker system installed. You might ask, why not just tune in to a local radio station? There are three good reasons to NOT do this:

  1. You may be in violation of music licensing laws associated with groups like BMI / ASCAP and other licensing organizations.
  2. You will eventually promote your competitors that advertise on said radio station.
  3. You may be missing a great opportunity to professionally and eloquently raise the ticket of your shopper by promoting additional products or services, and they’ll be happy about it!

So what are some examples of how In Store Music and Messaging increases the shoppers spending?

By industry:

  • Convenience stores sell more milk, hot foods, carwashes, lottery tickets, cigarettes and rewards programs
  • Big Box stores sell more tools, seasonal items, sale items, batteries and high margin products that consumers forget they need to restock in their homes
  • Grocery stores sell more hot foods, bakery items, and flowers from the internal flower shop
  • Lawn and Garden stores sell more items by reminding shoppers to consider seasonal needs for their lawns or gardens
  • Banks could suggest additional services, and would also enjoy the added benefit of creating an audio environment that might help privatize the conversation between the teller and the customer, otherwise overheard in an overly quiet environment.

In summary, a shopper in a retail store is yet another example of a captive audience. In-Store Music and Messaging is a good way to capitalize on engaging the shopper, entertaining them musically, and speaking to them in a professional manner that may just steer them right over to pizza oven before they check out!