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If you are reading this, you are probably already familiar with the concept of in-store radio and the merits of having this for your store.
But like many marketers, you may not be convinced if this actually works in practice.
In order to help you decide where you might allocate your marketing budget, we’ve compiled a list of real world case studies of brands who have found success with in-store radio, particularly in-store radio advertisements.
The Impact of In-Store Audio Advertising
In-store audio advertising involves broadcasting targeted messages over a store's sound system to inform and influence customers during their shopping journey. This strategy leverages the captive audience within the retail space, delivering timely promotions and product information that can drive immediate action.
Case Studies: Success Stories in In-Store Audio Advertising
Polarn O. Pyret's Enhanced Customer Engagement
In the spring of 2018, children's clothing retailer Polarn O. Pyret implemented an in-mall audio ad campaign.
The results were noteworthy: 87% of respondents found the audio ads easy to understand, and 29% of those who recalled the ad visited the store and/or made a purchase.
ACE Hardware Philippines' in-store advertisement effectiveness
In September 2023, Marico advertising ran an in-store survey among ACE Hardware’s customers to see how effective the in-store radio ads Marico produced for ACE were in terms of sales and brand recall.
Among the results, Marico found that 95% of those surveyed recalled a brand that played on the in-store radio. Of the 95%, 69% went on to purchase a brand that they heard advertised on the in-store radio.
Primark's Post-Lockdown Store Traffic Boost
Global retailer Primark utilized Spotify's Ad Studio to announce the reopening of its stores following social distancing restrictions.
By targeting listeners based on postal codes and fashion interests, Primark achieved a 1.65% click-through rate, significantly outperforming the benchmark of 0.06%, and successfully drove in-store traffic.
KiiltoClean's Sales Uplift Through Audio Ads
KiiltoClean, a maker of hygiene products, ran an audio ad campaign in 26 shopping malls in Finland.
The campaign resulted in a 21% increase in sales for their product range compared to the same period the previous year, demonstrating the effectiveness of in-store audio advertising in driving sales.
Coles Express's Positive Sales Uplift
Coles Express, Australia's third-largest chain of fuel and convenience stores, partnered with Qsic to implement intelligent in-store audio advertising.
The strategy led to positive sales uplift and incremental sales, with closed-loop reporting allowing for proven sales uplift and incremental return on ad spend.
Key Takeaways from Successful In-Store Audio Campaigns
Targeted Messaging Enhances Relevance
Tailoring audio ads to specific demographics and shopping behaviors increases their effectiveness. For instance, Primark's use of postal code and interest targeting ensured that their messages reached the most relevant audience.
Integration with Overall Marketing Strategy
In-store audio advertising should complement other marketing efforts. Polarn O. Pyret's campaign was part of a broader strategy to enhance customer engagement, contributing to its success.
Measurable Outcomes Validate Effectiveness
Implementing mechanisms to track the impact of audio ads, such as sales data analysis and customer feedback, helps in assessing their effectiveness and refining future campaigns. This is evident from the ACE Hardware case study.
Enhancing the Shopping Experience
Well-crafted audio ads can enhance the shopping atmosphere, making it more enjoyable and informative for customers, as seen in the case of Coles Express.
Conclusion
In-store audio advertising presents a unique opportunity to engage customers at the point of purchase, delivering targeted messages that can influence buying decisions and enhance the overall shopping experience.
As these successful campaigns show, brands can harness the power of in-store audio to drive sales and build stronger connections with their customers.
Are you ready to leverage in-store radio for your brand? Send us a message at ntcastro@maricoadvertising.com to get started.
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