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Grabbing the Audio Senses: Strategies to Sell More to Customers In Your Store

October 14th 2011

It is a fair belief that these days a retailer must maximize opportunity to connect with and sell to a potential buyer while they are in the physical establishment.

“As the fragmented television market raises doubts about the effectiveness of traditional ads and competition for shelf space increases, manufacturers and retailers are intensifying their focus on ways to get consumers’ attention while they are in the store.” Wall Street Journal Online, October 3, 2007

The existence of too-many-to-count choices both in traditional store form and on the internet, coupled with distractive nature of widely used smart phones have brought a customer with a lower attention span and more options/information than ever.  The fact that a person is in your store is one that should be capitalized fully and that means being fully prepared and grounded to sell you and your products to them.

We possess 5 senses and in-person marketing experts encourage retailers to engage all of them within the customer during their stay.  Dina Howell of the in- store marketing company Saatchi and Saatchi X, noted recently in the Wall Street Journal that cardboard displays are standard and a bare minimum starting point. She instills in her clients the habits of doing more to present their message and build the relationship.  The key is the marketer must properly match the delivery platform with the product or service being sold.  It has to make sense and it has to be consistent.

A historically popular but somewhat dormant strategy involves the use of the PA system as a marketing tool. The most famous precedent for that strategy being K-Mart and their use of the “Blue Light” in conjunction with an imminent but fleeting bargain. It combined a fun element of surprise, with a feeling of being part of something special, while instilling fear with the threat of takeaway if the customer didn’t act immediately.
Fast forward to today. Anyone who has shopped for groceries or clothes knows that background music seems to not only fit the mood but effectively creates a relaxed care free feel within them. This is no accident. 

A quick Google search reveals many companies devoted to the science of using in-store music and microphone announcements as a marketing tool. 

Some common threads of wisdom in employing audio marketing in the store are:

  1. make sure that whatever music you choose that it is utilizing the best sound system your money will buy. Meaning, you want to have clear pleasant acoustics and a feeling that music is everywhere but not intrusive. You want it to feel like a  relaxing cocktail party with close friends. This concept of “old shoe” familiarity is especially important in chain stores.
  2. the background music should be consistent in style from day to day so that it creates a familiarity  within the customer
  3. don’t discount the effectiveness of audio reminders about specific products or offers. Ask for the sale without shame. There is no pretense about the relationship and what it is based on. They are there shopping, ask them to buy. Studies point to the fact that with groceries, a majority of buyers do not enter the store with any plan better than a general list. Many don’t even have that. Other studies pertaining to larger item buyers show that that a majority of those buyers enter into a buying environment without a definite brand in mind and at best only a general idea of preferred features.  Audio marketing represents a minimal cost and potentially powerful way to lead a customer to a beneficial purchase
  4. don’t ignore the principles that work best in other forms of advertising outside the store. Make sure you are sharing value and building relationships in your audio campaigns by sharing deep discounts, free offers, coupon alerts and even totally non-sales related messages.


About Earglue

This Memphis TN based company offers astounding Telephone on hold advertising, in office music and retail store messaging for all types of companies nationwide. EarGlue enhances your marketing efforts by providing your customers with a customized on-hold and in-store experience with informative, entertaining, and attentive productions. EarGlue’s customized productions reaffirm your marketing message at the point of purchase, an invaluable tool in customer interaction and retention. EarGlue – the Right Choice, the Right Experience.

Call at 1-800-685-6646. - 1060 Brookfield Rd # 210 Memphis, TN 38119-0816  Or visit our website at http://www.earglue.com