ICX2018 Press Play: The Role of Audio in Store

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In this overly stimulated world, every year presents new challenges to attract shoppers’ attention, and drive their willingness to buy. Audio marketing is classic, and classics are more trendy than ever before. According to Statista, audio could grow from 28.4 billion dollars to 31 billion between 2010 and 2020.

There are so many ways people are exposed to audio announcements: from podcasts to streaming music, Alexa and many others. Not only are people exposed to those platforms, but in-store marketing as well. Retailers know that music is a great activator, and one of the best ways to get shoppers to feel positive about their experience in-store. According to Vibenomics, 76% of small retailers believe they can positively influence shopping behavior through music. Neuroscientist, Paul Zak, says a good story is a good story from the brain´s perspective, regardless if it´s audio, video, or just text. It is the same kind of activation in the brain.

This might be because either way, the listener is creating their own story in their brain. A study conducted by a neuro-agency with a streaming music company, found that audio advertising is powerful, because it generates a better emotional response in the part of the brain responsible for long-term memory. Some of the most interesting statistics show that customized audio announcements performed 49% better than traditional terrestrial radio, 36% better than TV commercials, and 29% better than mobile video ads.

Remember, when you activate long-term memory, you´re creating an emotional connection with that shopper. Any time you do that, you´re winning the game.

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