What distinguishes one sales outlet from another? The answer is expressed in two words: customer experience. These are all the perceptions and emotions a customer has about a brand. It includes the quality of the products, how the assistants look after them and the interior design. But although all these issues are important, one aspect in particular must not be neglected: the sensory environment. A best practice which combines digital signage and sound marketing for an out-of-the-ordinary experience.
The soundscape: a paradigm shift for retailers
Picture the scene: you go into a clothes shop which has no background music. The atmosphere is heavy, you can hear the sales assistant cough, boxes being opened in the store room, the clang of hangars on metal rods... you must admit, it’s not very inviting, is it?
In terms of experiential marketing, the sound aspect is crucial. A SACEM report emphasises that the right atmosphere could potentially increase sales by 30%. Music that is suited to the brand and to the context also improves perception of the brand, since 65% of customers think that that’s what distinguishes its store from other outlets.
What exactly does the soundscape mean? These are all the sounds and noises that your customers hear when they are in your store. To create one, you need to forget about tuning into an FM radio station: you not only have no control over what music is played, but the adverts and DJs’ chat create a problematic cacophony.
The solution lies in setting up an in-store radio that you control remotely for all your stores. The music tracks selected are those which match your brand image and which create positive emotions for your customers. Thus, with the right music strategy, the positive perception of your store increases by 61%, again according to the SACEM, and 41% of new visitors would like to return to it. It is also beneficial for your employees, since 67% of them think that customers are in a better mood and that it facilitates assistant customer interaction.
Although sensory marketing is essential for the retail market, sound and digital signage need to be combined to complete your strategy and ensure you stand out from the crowd.
Digital signage and sound marketing: the perfect marriage
With screens installed in your sales outlets, you can communicate in an innovative way. By adding a soundscape, you build an immersive environment.
These are two media used for a common objective: to create a memorable moment and a unique experience. Your screens energise your communication. You use them to present your latest collections, special offers, advice and practical information,etc. Your music accompanies the customer pathway and helps them to identify with your world. With the right equipment and the right strategy, your sensory marketing prevents frustration, limits the feeling of having to wait, reassures the customers and associates positive emotions with your brand. And what works for a store also works for a gym, an airport, a library, a hospital or a shopping centre.
Setting up sound marketing is made easier by installing a software system which centralises the management of your soundscape. For any connected terminal, you can manage and update the soundscape of your stores and other commercial outlets. To equip yourself with digital signage and a sound management system, you have a only one contact. This work is made possible thanks to the partnership between Cenareo and Tshoko. Designed using the same technological base: a simple plug and play unit which connects to all your stores, you manage the visual and musical atmosphere of your sales outlets remotely.
Thanks to Tshoko you can publish your playlists which provides access to 40 million tracks or ask sound designers to compile tailor-made playlists which match your DNA. With Cenareo, you create and broadcast all your visual content.