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• Sensory Branding Statistics

  • 91% of retail customers surveyed say music has an effect on their behavior while shopping. (The Gallup Organization)
  • 89% of people feel in-store television is an easy way to learn about new products. (Guideline Ad Awareness Recall Study)
  • 80% of customers say on-site messaging influences their buying decision. (Point-of-Purchase Advertising Institute)
  • 84% of people in the study said they were more likely to buy...in a scented room. (Smell and Taste Research Foundation)

The Impact of In-Store Video and Audio Messaging

In the current economic climate, it has never been so important to maximize each and every sales opportunity. A retail store must differentiate itself from its competitors to be, and stay, successful. The atmosphere of a store is crucial. It needs to speak to its customers, to create an identity and stand out. Once customers are in the store, the atmosphere is what keeps them there shopping and buying, and it’s the atmosphere that brings them back.

 There are many important elements in creating an inviting atmosphere that influences shopping behavior. According to an atmospherics study done by an independent agency for DMX in 2004, the top ten most influential elements, in order of importance, are: Lighting, Signs, Promotional Events, Fixtures, Flooring, Music, Wall Designs, Audio Announcements, Video Screen, and Mannequins. Of note is that Audio Announcements and Video are highly influential elements, among the top ten.

 The study focused on 4 demographic areas: shopping frequency, household income, age, and gender. Of those consumers surveyed who said they bought an item as a result of video screens in the store, almost 10% reported that they had. The highest percentage of those influenced, at 17.3%, were those in the under $30k income range. 12.7% of the 21-39 age group, 12.5% of men, and 11% of those who shop three or more times a week, also reported buying an item due to video. Infrequent shoppers, those with household incomes of $30k – $100k+, consumers over 40, and women, show an average of over 7% of additional purchases as a result of video.

 The influence of Audio Messaging is significantly more dramatic, with a total of 30% purchasing an item as a result of hearing a message while shopping. This, too, was most influential on those in the under $30k income bracket with 46.6% responding positively. This demographic is followed by frequent shoppers (34.1%), women (34%), and customers over 55 (33.2%). The 21-39 age group was close behind at 30.5%. Infrequent shoppers, men, those who are 40 – 55, and those who earn over $30k are influenced at an average percentage of almost 26%.

 A retail store that does not utilize these tools may be losing sales, including those all-important impulse buys and up-sells. With an average of 10% increased sales from video and 30% from audio messaging, a store’s sales are significantly impacted.

Related posts:

1. Impact of Store Atmosphere
2. The Importance of Store Atmospherics
3. In-Store Video: The Retailer’s Perspective
4. Buyer Profiles
5. The Importance of Store Atmosphere: Retailer’s Perspective

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