Contemporary Marketing Retail Solutions

Often a large proportion of a retailers marketing budget is spent on above-the-line advertising

, however it is vital that In store advertising compliments the brand created for the consumer. By creating a multi sensory experience (audio, visual and scent) specific to their consumer group, retailers can stay ahead of the competition, have a deeper connection with their customer and inevitably raise their sales.

Mood Media have become a leading international specialist in sensory marketing and worked with global brands such as Mango, Nike and Volkswagen. They achieve success by creating music profiles, visual identities and fragrances to suit their individual clients needs. It is no secret that a happy shopper will spend more time and money in a retail outlet, but Mood Media have invested in research studies to prove the science behind the effect of the sensory experience.

A collaborative study with Vision One Research and a womans fashion retailer demonstrates that music is a powerful medium that can have a dramatic impact on the store experience but only if it is harnessed correctly according to Tibor Kivari, UK managing director of Mood Media. This point is also validated by an article published by Routledge in 2007* which states that in order to produce an enhanced sensory experiencethe selection of music should be based on systematic customer research rather than on employees personal taste. What this demonstrates along with the effectiveness of Background music and digital signage solutions is that the research into consumer profiles and strong brand links must be correctly managed if the true benefit is to be attained.

Obviously that the right music can lift the mood of the shopper and create a conducive atmosphere for sales but mixing in audio messages or use in-store radio takes the experience further. Audio messages can direct customers to products or offers and give the retailer an authentic voice in which to entice, excite or communicate with their customers. Twinned with visual entertainment such as retail digital signage or in-store TV networks it will keep customers in store for longer thus resulting in more sales.

Scent marketing is another way of heightening the shoppers experience. This tool subtly triggers shoppers into positive (or negative) memories which are then associated with the brand. This type of sensorial marketing is beneficial in both neutralising bad odours and enhancing the positive brand experience.

If a retailer wants to use in-store marketing to maintain and grow value and loyalty within their consumer market it has to be conducted in a way which connects to their target audience. By working with a specialist like Mood Media, the right mix of promotion, information and entertainment can be achieved through the various forms of sensory media. This will ensure stronger connections with customers, increase their time spent in outlet and therefore an uplift in sales.

*The Effects of Background Music on Consumer Responsiveness in a High-End Supermarket. Routledge 2007

by: Mood Media

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