What’s the Best Voice-Over for Your Store Radio Ads?

When shoppers walk into your store, they’re not just looking at your shelves—they’re also hearing your brand. And one of the most powerful tools you have to shape that experience is your in-store radio voice-over (VO).

The right voice can make customers feel welcome, guide them to offers, and even encourage them to spend more time browsing. The wrong one? It can feel distracting, impersonal, or worse—like background noise they tune out.

So, how do you choose the best VO for your store radio ads? Let’s break it down.

Think of your VO as your brand’s “spoken logo.” It should instantly feel like you—before the customer even hears the full message. Here are some key factors you should consider when choosing the voice for your brand:

• Warm & Friendly: Perfect for lifestyle brands, cafés, or family-oriented stores.

• Energetic & Upbeat: Great for fashion outlets, sports gear shops, or seasonal sales events.

• Smooth & Professional: Ideal for premium, high-end brands that want to exude sophistication.

Who’s shopping with you? A voice that resonates with your audience builds trust more quickly and makes your promotions more effective. You should be aware about your target market because knowing their preferences, habits, and listening behavior ensures your voice-over radio ads use the right tone, language, and message to truly connect and convert.

• Younger crowds may connect more with a casual, relatable tone.

• Families might prefer a safe, welcoming sound.

• Professionals could respond better to a clear, confident delivery.

Store environments can be noisy. Your VO needs to cut through without shouting. Here are some important reminders you should be mindful about:

• Avoid overly high-pitched or raspy voices—they can become irritating over time.

• Choose a voice with good articulation and a steady pace.

• Aim for a tone that’s pleasant enough to hear multiple times in one shopping trip.

  
  

One VO artist should be able to adjust the tone for different campaigns. This maintains your brand voice consistency while still adding variety to the customer experience. For example:

• Calm and reassuring for store announcements.

• Fun and lively for flash sales.

• Crisp and urgent for limited-time promos.

Bottom line: The best VO for your store radio ads is the one that makes shoppers feel the way you want them to feel about your brand—whether that’s excited, relaxed, confident, or inspired. Think of it as a subtle but powerful part of your customer service strategy.

Finding the voice that's in sync with your brand

At Marico Advertising, we help you find and produce the perfect VO that matches your brand personality, engages your audience, and enhances your in-store atmosphere. From voice talent selection to audio production, we make sure your store radio ads don’t just get heard—they get remembered.

Let’s give your store a voice worth listening to.