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March 2019

Turn It Up! (Or Down!)

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An in store music service isn’t just about the content, it’s also about where it’s played, and how loud you play it.

This might seem like a pretty insignificant detail to talk about; so long as you can hear it what does it matter, right? But that’s not always the case. Think about how you feel when something is too loud and it becomes almost distorted to hear, or so soft that you struggle to hear it at all – it’s annoying! What’s more, it can completely ruin the effect and the potential influence a service has over your customer…

Practicality
The last thing you want is your customers struggling to hear themselves, or more importantly, your colleagues. If your music is too loud, it can not only cause annoyance, but also for people to walk out.

Brand Awareness
Just to make it even more confusing, some brands actually use loud music as part of their store experience. Although it is unclear if this creates a positive or negative effect on basket spend or dwell time, or if it is worth a loss of functionality in store, as it’s usually advised to play music at lower volumes for effective influence.

Technicalities
Sometimes, a store or restaurant’s louder environments makes it difficult to play music at softer levels because it would just be drowned out. In which case you have to judge what would be the best option for your individual business. It can also be beneficial to change the volumes with the day-parts in order to respect different footfalls throughout the day for maximum effect.

Effect & Influence
We have spoken about the benefits of an in-store music service on customers hundreds of times, which is why you shouldn’t let something as small as turning the volume up or down affect your service’s influence. Louder volumes, like playing nothing at all, effects people’s time perception, as the average time a customer spends in store is shortened, in comparison to increased dwell time with quieter music.

Remember, each business has different requirements for their in-store music service, and something that works for one might not work for another. If you have any questions regarding an in-store music service, don’t hesitate to get in touch with us here at KVH Studios. We advise our clients based on their individual needs to create a service unique to their brand. Nothing is off the shelf!

And of course, we offer the full package. Our services are provided with the technology to control such factors as volume in your environment, so you can be reactive to your customers and colleagues needs. We also tailor PA systems for each individual space from a basic amplifier and speakers to full zoned, app-controlled systems.  

Call today on 0113 233 7800 to speak to one of our consultants.

Why In-Store Radio?

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When customers walk into your stores, what do they hear? Do they hear silence? The conversations of others? A playlist on one of your staff member’s iPods? Dull background music? Whatever they hear has an effect on their perceptions of your store and brand. If they don’t like the silence, they’ll feel awkward. If they don’t like your in-store music, they won’t like the ambience, if they don’t like the ambience, they won’t like the experience. One way to try and retain control over people’s perceptions of your store is to have your own dedicated in-store radio service.

What is In-Store Radio?

In-store radio is your very own bespoke audio channel. It’s just like regular Radio but is created and produced to enhance YOUR brand and cater to the interests of YOUR customers.

Here are some of the benefits to having your own in-store radio service…

Bespoke music policy

With an in-store radio service, you play music that is chosen specifically to suit your customers and your brand. The music can be tailored to reflect footfall and the moods of shoppers throughout the day, being chilled out and soothing during quiet periods, and more upbeat during busy periods. The music can also reflect seasonal events and special occasions such as Christmas. As the music is all pre-selected, it’s also screened for profanity and inappropriate content, so you don’t have to worry about complaints either. And for the ultimate choice, you can have several channels for your individual stores to choose from, ensuring an overall brand feel yet appropriate for specific store types / customers / location.

Control the customer experience

The in-store music has a huge impact on the ‘feel’ of the store, and is therefore fundamental in creating the ideal customer experience. If you’ve got lots of stores, you’ll want to make sure the customer experience is consistent throughout each one. This is impossible to do if the staff are playing their own music, whether by CD, iPod or public radio. In-store radio is the perfect way to manage and control this experience across each store.

Upsell, upsell, upsell!

Your customers aren’t just shoppers, they’re a captive audience. Whilst you have their attention, shout about all the great deals you have with in-store radio advertising! Whether your customers are visiting with a specific purchase in mind or just having a casual look around, the opportunity is there to upsell. Take that opportunity and make them aware of new products, current offers, services available, competitions and more! With a mixture of quality music and informative in-store radio ads, you can provide your customers with an entertaining, helpful and engaging experience.

Give us a call today on 0113 233 7800 to start reaping the benefits of in-store radio in your stores.