Consumers nowadays want more than convenience and affordable prices — they want to support brands that capture their personality and values. That is why most retail, hospitality, health, and fitness venues have a multisensory approach to designing their brand and setting. Using a music subscription service for ad-free streaming of background music and selecting a particular fragrance for your shop are just a few of the simplest ways to appeal to people’s senses. This is the ideal approach to showcase the personality of your enterprise while also building a long-lasting connection with your customers.

In this article, we are going to explore three rather innovative aspects to consider in your sensory marketing strategies:

• Playing appropriate background music to exceed customer expectations;
• Directing consumers to the products they most resonate with via interactive digital signage;
• Understanding consumer needs through modern features like augmented reality.

These are surefire ways to enhance the first-hand experience of your customers and your brand visibility at the same time.

The best part? You can do everything on a single platform: Storeplay Radio.

1. Play the Best Background Music in Line with Your Target Audience

   Many retail outlets around the world use a music subscription service to create customised playlists that appeal to the senses of their client profile. In doing so, they examine factors like age and gender to provide a wholesome customer experience.

   Why Choose the Best Background Music for your Venue:
   • Two out of every three customers recognise the importance of in-store music;
   • 40% of customers spend more time in-store (especially with softer music);
   • Music that respects consumers’ listening behaviour will determine 21% of them to recommend the shop and 31% to return to the shop;
   • Pubs that play music on a Friday or Saturday generate 48.2% more sales than those which leave their patrons “in the dark” (with no music).

   The best background music for your location is the one that promotes brand remembrance. When a customer walks into your shop or café, they may think to themselves: "I like being here" — and they may not necessarily be able to pinpoint why. In other words, through music, consumers can associate that feel-good state with your brand.

   Nowadays, almost any business that interacts with customers uses music streaming services. Australia’s leading retail brands (Politix, Just Jeans and Shoe Warehouse — just to name a few) have teamed up with Storeplay Radio to level up their soundscape. We provide ad-free streaming for music that is on-trend and on-brand, and we are able to refine it based on your clients’ listening behaviour.

   Moreover, with our music subscription service, you don’t need to worry about copyright issues. Our team works directly with music labels and pays the necessary royalties. We can also set you up with a royalty-free or partial rights program for increased accessibility.

2. Leverage Your Visual Impact with AI-Powered Interactive Digital Signage

   Now that we've discussed the sense of hearing and how playing background music influences buyer behaviour, let's move on to visuals.

   Digital signage, a type of electronic signage, displays digital images, videos, restaurant menus, web pages, and other data using various technologies like LCD or LED. Many industries rely on it to provide information and entertainment, as well as to advertise their products or services.

   After dot matrix displays and multimedia player digital signage, interactive displays are the third generation of digital signage. They encourage users (in this case, customers) to interact with the system and allow you to collect feedback.

   Our interactive digital signage system also employs audience measurement cameras and Artificial Intelligence to understand the buyer profile. Based on the gathered information, the display generates relevant content and incentives. For example, if you own a shoe store, you can advertise the newest arrivals in men's shoes when a male customer approaches the screen.

   “Part of building relationships with customers and them returning to your business is freshness — of items, of the shop environment, and of digital signage. Fresh content should provide new insights or concepts for customers to explore.” (Rob Anders, user interface technology specialist)

3. Use Augmented Reality Features to Connect with Your Customers

   Did you know that more than 100 million consumers already use AR in online and brick-and-mortar stores?

   Augmented Reality apps are all the rage, particularly among millennial and Gen Z consumers. Marketers have much to gain by becoming early adopters and tapping into their potential. For example, Sephora introduced a tool that uses facial recognition to allow customers to try on different make-up looks.

   There is much you can do with it, and Storeplay Radio Connect is here to add another dimension to your content.

   About Augmented Reality (AR) in Advertising:

   • Products advertised with VR/AR content have a 94% higher conversion rate than products without that content;
   • 98% of American shoppers who have used AR found it helpful;
   • 43% of online shoppers expect beauty brands to use AR.

   Augmented Reality features contribute, without a doubt, to a more immersive, realistic, and engaging buyer experience. We are visual beings, after all. But here is what else the Storeplay Radio Connect App can do for you and your customers:

   • Once you have the music subscription service activated, you can let your customers pick and vote for their favourite music — a real treat for Gen Z consumers;
   • The software analyses your clients’ listening behaviour, so you can improve your playlists and make the most of your music streaming service;
   • When customers share their listening choices on social media, they increase brand awareness;
   • You can drive foot traffic and increase dwell time (and sales) in your store by generating personalised offers.

With the advent of technology, we can now take the sensory experience to a whole new level. Using Artificial Intelligence and machine learning software, retail shops and other customer-centric businesses are always up-to-date and responsive to their buyers’ needs and expectations.

In this article, we have looked at three interesting ways of creating a deeper connection with your clients: using a music subscription service that curates music playlists specifically for your brand, using interactive digital signage, and accessing augmented reality features.

If you’re ready to create immersive experiences for your customers, get in touch with us and tell us all about your business’ needs. Allow Storeplay Radio to serve as your one-stop shop for all of your audio-visual marketing requirements.