Sound display? Sounds good!
Sound is scientifically proven to have a powerful effect on human emotions. It is proven to increase or reduce heart rate and consequently, blood pressure. If used within a retail environment audio displays can have a profound effect on customer engagement and sales.
A study conducted at the University of Strathclyde, illustrated how music tempo influences the amount of time people spend in restaurants for example. When soft, calm music plays in the background, customers relax and spend more time within the environment, in direct contrast to diners where up-tempo music is played.
Sound is a perfect way to grab attention! If there is synergy between the chosen sound and the brand, the benefit an ‘audio display’ can make in-store is tremendous. Firstly, it encourages customers to seek out the source and secondly, it invites engagement and focus on the product for a longer period of time. This combination represents a significantly greater likelihood that the customer will commit and buy.
Brands sometimes use sound to drive emotions and feelings to ultimately make their brand, added to the shopping experience, more personal for the customer. Those exposed to directional audio within an area of a store or POS, stay an average 15 seconds longer than customers who are not exposed to audio aids. When combined, sound and vision become the most effective retail tools to engage with customers and endorse the brand message.
So, it’s important to choose the right sound to associate with a brand or display. There are many examples of successful brand association whose sound is effectively used to drive sales and increase customer engagement to the point that when heard, it’s an automatic, subconscious reaction.
Master brands such as Apple, Starbucks and Abercrombie & Fitch select background music for their stores to resonate with the image they want to convey. Brands looking to attract a young audience favour loud, imposing music to capture their target audience’s attention. High Street fashion outlets, particularly sportswear stores, use this tool very regularly; some host in-store parties, booking DJs and bands to promote the shopping experience and act as a lure to their customers.
Creating a calm and relaxing environment in a spa demands soft, soothing and tranquil music, often instrumental or natural sounds such as the ocean. The objective is to slow the heart rate and breathing to encourage relaxation to enjoy the experience more deeply. Go into a gym or fitness class and you expect louder, up-tempo music with a definite beat you can follow while working out.
Sound can help you achieve atmosphere and identity to reflect your brand.
If good sounds sound good, talk to us about audio displays, how they work with the subconscious and the advantages they can offer. Contact Jane on 0203 714 4858 or email email@example.com.
My name is Steve Howard – You have been reading the Digital Circus!