Sound affects our mood and emotions, it has been applied in mass marketing for a long time. To begin with, let us explain the term In-Store Radio – in store radio means point of sell music. Point of sell is any place, where people buy things, such as grocery store, restaurant, shopping mall etc. In the 21^st century, more and more firms have come to realize that sound is important for understanding arguments, opinions and feelings. In sensory marketing, this can be accomplished through sound logotypes, jingles, voices, or music. Every day, people hear a great number of sounds that convey what is happening in the environment. The lowest level a human can apprehend is 0 dB, and the normal upper threshold of hearing is 120dB. People often express their identity through sounds. Verbally, we tell others who we are, what we stand for, and how we feel. Sounds help clarify our arguments, opinions, and feelings in a way that facial expressions alone can not. We also identify ourselves through sound – mainly music – with which we feel intimate. The internet, cell phones, and radio and TV music channels allow access to almost any kind of music 24/7. The deliberate use of sound in sensory marketing implies, that a sound experience should be associated with a brand. This can involve short jingles, sound logotypes, and music. A jingle as a sense expression can contribute to the sound experience of a brand. In the United States jingles were used as a new way to market new products and services as early as the 1920’s. During the following decades jingles became more important in marketing. Jingles have traditionally been characterized by short lyrics and commercial messages. They are memorable because short sound sequences that are repeated tend to be easily remembered (Hulten, Broweus, Dijk, 2009, p. 67-73).

A good part of what we hear comes from the world of marketing operating around us. Imagine a typical scenario: you wake up to the blaring tune of an ad jingle on your clock radio. As you get ready for work, you turn on the television to hear the morning news and weather forecast. Shortly after entering your office, the familiar Microsoft tones greet you as you boot up your computer. So ask yourself: How much of your day is spent listening to marketing-related audio information? If you are like most people, you probably spend hours being exposed to auditory material delivered by marketers aimed at shaping your thoughts, judgements, and behaviours (Krishna, 2010, p. 137-146).

Music in Advertising

Music accompanies much of the radio and television advertising that we are exposed to each day, and it is increasingly used in Internet advertising to attract browser’s attention. The importance of music in advertising can be explained by the link between music and one’s mood. For example, Gorn (1982) found that after hearing liked or disliked music while viewing a pen in one of two different colours, individuals more frequently chose a pen of the colour that was associated with liked music, but they chose the alternative colour pen when the featured pen had been associated with disliked music (Gorn, 1982, p. 94-102).

Music can shape the very behaviour or actions that consumers display. Consider how an up-tempo tune on iPod causes us to pick up the pace as we walk or run. Milliman (1982) found that background store music with a slow versus fast tempo altered both the pace of shopping and total sales volume, slower music prompted more leisurely in-store traffic, which in turn elevated sales volume. Slow-tempo music also has been found to lead diners to spend more time at a restaurant. As a result, they ate the same amount as did patrons in a faster-paced outlet, but they drank more, which heightened their average expenditure (Milliman, 1982, p. 86-91).

In-Store Radio Case Studies

This chapter supports all information stated above with facts and experiences from real life. Impact of In-Store Radio is explained on famous brands and their marketing strategies.

I went shopping with my wife after Christmas to buy new clothes for my kids. We realized that it is really cold outside and our daughters wanted to enjoy their vacation and play in the snow. My wife chose the stores and I was driving and helping her carry the bags.

We needed to buy some winter shoes and the first store we chose was a popular sport clothes shop, operating in Slovak and Czech Republic. I read their leaflet at home and saw some really nice goods. I am not a regular customer of this shop so I could only judge by what I saw on the leaflet.

I could feel the difference between their advertisement and reality the moment I entered the store. I could literally smell the difference. The smell I felt was terrible and disgusting. I was actually struggling to continue and walk into the shop. All I could think about was that long journey this goods have travelled. From Asia to Europe, the manufacturing, textile industry, all the chemicals. I could smell it all.

We have been providing aroma marketing services for several years now and we often use the term “WELCOME EFFECT” – the effect of welcoming customers, the effect of positive experience.

What I felt at that moment was a welcome effect too. And it worked very well. I was trying to get out of there as soon as possible. I remembered that we were offering our services to this store more than a year ago but the management didn’t want to spend money on improving their environment. It wasn’t their priority at that moment.

I am not in a position to decide the priorities of other companies. After all, if the company is thriving, their priorities are probably right. I just want to give you some advice. I understand that products made of cheaper materials that have travelled thousands of kilometers to get to Europe can’t smell good. But when your customers come to your store, there are two possible scenarios: You can welcome them with nice scent and make them feel comfortable and happy or you can make them run away and spend their money somewhere else. The smell of your store is the top priority when creating the right welcome effect.

You don’t have to order aroma marketing services. You can just get your employees to refresh your air with cheap air freshener every hour. Eventually you’ll pay more for this “cheap” solution than you’d pay for proper aroma marketing services. Make the right choice.

Happy new year and good luck creating your WELCOME EFFECT.

Henrich Sikela, CEO, Store Media