The Power of Sound: The Importance of Retail Media In-Store

August 22, 2023 / News & Events

Picture yourself strolling into your local grocery store with a handwritten Labor Day shopping list. As you enter the store and weave through the aisles, a catchy familiar tune fills the air, infusing your shopping journey with energy. Amidst this musical backdrop, an artfully crafted audio ad takes center stage, emanating from the store’s speakers. This clever in-store promotion, perfectly tailored for the upcoming events, captivates your attention and weaves a compelling narrative.

The persuasive allure of the audio ad not only highlights a limited-time discount on an appealing product, but also provides clear directions to their location in an aisle or store department. Intrigued by the offer, you find yourself irresistibly drawn to explore this enticing deal. Although you initially planned for the items on your list, the magnetic pull of the sale convinces you to try a new brand or add an item to your list.

This scenario vividly illustrates the potent impact of sound harnessed through in-store audio. It seamlessly merges auditory engagement with in-store advertising, creating an unparalleled shopping experience.

In the ever-evolving landscape of retail media, where digital advertising tactics are in perpetual flux, a recent study by Vibenomics in June 2023 highlights the paramount importance of in-store audio as a retail media strategy and its remarkable ability to:

    • Influence in-store purchase decisions
    • Direct in-store shoppers to advertised products
    • Empower advertisers to conquer brand indifference

 

In-Store Audio Influences In-Store Purchase Decisions 

Despite the surge in online shopping and virtual stores, an astonishing 96% of consumers continue to explore the physical aisles of brick-and-mortar stores (P2PI Special Report, 2022). Vibenomics’ study reveals that 41% of shoppers make in-store purchases influenced by in-store audio. 

The power of sound to seize attention and guide decisions is undeniably captivating. Remarkably, 46% of shoppers derive joy from these audio advertisements, while an even more substantial 54% find them informative (Vibenomics Suzy Research, June 2023). In-store audio effectively grabs attention by:

    • Announcing promotions or sales
    • Reminding shoppers of list items
    • Introducing new brands or products
    • Embracing uniqueness and creativity

 

In-Store Audio Directs In-Store Shoppers To Advertised Products

In the bustling realm of retail, where every part of the shopper journey  vies for attention, Vibenomics’ study uncovers that in-store audio acts as a seamless conduit, effortlessly guiding shoppers to the products advertised on the shelves.

Notably, in-store audio boasts a 14% higher visibility rate among shoppers compared to displays (Vibenomics Suzy Research, June 2023). This statistic underscores the effectiveness of in-store audio in captivating attention amidst the sensory overload of a retail environment. Unlike displays that might struggle to influence shopper behavior due to limited exposure and engagement, in-store audio emerges as an impactful force at the point of purchase. Key factors contributing to in-store audio’s guidance include:

    • Ubiquitous Presence: In-store audio permeates every nook and cranny of the store.
    • Unskippable Engagement: Unlike digital content, in-store audio captures a captive audience.
    • Precise Navigation: By directing shoppers to specific locations, in-store audio serves as a sonic roadmap, ensuring seamless discovery of advertised products

 

In-Store Audio Empowers Advertisers to Conquer Brand Indifference

In the realm of shopper choice, where a myriad of brands clamor for attention, Vibenomics’ study reveals that in-store audio enables advertisers to harness brand awareness and ignite new customers as well as loyalty.

Cultivating a unique brand identity is pivotal. In-store audio becomes an invaluable ally, echoing a brand’s values and personality. Whether exuding a cheerful ambiance or a refined demeanor, in-store audio’s attention grabbing message captivates its intended audience. Through in-store audio, advertisers infuse personality and character into their brands.

 

Final Thoughts

Acknowledging the influence of in-store audio is crucial. The power of sound is a potent force in the realm of consumer shopping.

 

Getting Started with Vibenomics 

Vibenomics, a Mood Media Company, is the leading in-store digital advertising provider with 23,600+ shopping locations in the U.S. Our platform provides a single, all-in-one retail media network, empowering advertisers  to deliver an on-premise experience and to connect with customers via display, audio and experiential channels. 

Ready to learn how Vibenomics can elevate your Retail Media strategy with in-store audio? Click here to engage with Vibenomics today!