What differentiates one point of sale from another? The answer is in two words: customer experience. It is the set of perceptions and emotions that a customer has of a brand. It involves the quality of the products, the welcome of the sellers and the interior layout. But while all these subjects are important, there is one that should not be overlooked: the sensory universe. Here is a best practice that combines digital signage and sound marketing for an exceptional experience.
The sound and musical environment: a paradigm shift for retailers
Picture the scene: you walk into a clothing store with no background noise. The atmosphere is heavy, you hear the saleswoman cough, the boxes that are opened in the storeroom, the sound of the hangers screeching on the metal bars... admit that there is more engaging, right?
When it comes to experiential marketing, the question of sound is crucial. A SACEM study highlighted that an adapted environment represented a potential increase in turnover of 30%. Music adapted to the brand and context also improves the perception of the brand, since 65% of customers think that it differentiates the store from other points of sale.
What exactly do we mean by soundscape? It is all the sounds and noises that your customers perceive when they are in your store. To do this, you must forget FM radio: not only do you have no control over the music broadcast, but in addition, the advertisements and discussions of the hosts bring a problem dissonance.
The solution lies in setting up an in-store radio that you control remotely, for all your retailers. The music selected is those that correspond to your brand image and that create positive emotions for your customers. Thus, with an adapted music strategy, the premium perception of your store increases by 61%, again according to SACEM, and 41% of first-time visitors want to come back. It also serves your employees, since 67% of them think that customers are in a better mood and that the Seller customer relationship is facilitated.
While sensory marketing is essential in retail, it is however necessary to be able to combine sound and digital signage to perfect your strategy and stand out from the crowd.
Digital signage and sound marketing: the perfect combination
With screens installed in your points of sale, you can communicate in an innovative way. By adding a sound universe, you build an immersive universe.
They are two mediums for a common will: create a special moment and a unique experience. Your screens boost your communication. We present your latest collections, current offers, advice and practical information, etc. Your music accompanies the customer's journey and helps them to project themselves into your universe. With the right equipment and the right strategy, your sensory marketing avoids frustrations, limits the feeling of waiting, reassures the customer and associate positive emotions with your brand. And what works for a store also works for a gym, an airport, an airport, a bookstore, a hotel, a hospital, or a shopping mall.
The implementation of sound marketing is facilitated by a software system that centralizes the management of your environment. From any connected terminal, you can manage and update the ambiance of your shops, businesses and stores. To equip yourself, both in digital signage and in a sound management system, you have only one contact person. This work is made possible thanks to the partnership between Cenareo and Tshoko.. Designed on the same technological base: a simple box Plug and play that connects with all your stores, you manage the visual and musical atmosphere of your points of sale remotely.
Thanks to Tshoko you can edit your playlists with access to 40 million songs, or trust sound designers to offer you playlists tailored to your DNA. With Cenareo, you create and distribute all your visual content.
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