Instore Radio – shopping radio – elevator music ?

Certainly not !

Well programmed content is not percieved annoying, but rather giving the right feeling and grove in a store, mall or in shopping heaven.

This can be achieved with video much better – yes or no ?

Well … talk to the consumer. Look at human nature. When you go shopping (at least groceries), you typically have a plan, you know what you want. You may even be under time pressure.

How do you react if you get distracted .. by your friend who wants to convince you to drink a coffee with you, or – by some video in a store forcing itself into your mind ?

Let’s face it. We – at least males … according to the cavemen 🙂 – can only focus on one thing. One MAIN thing …

Have you ever tried to listen to radio and work at the same time ? Yes ? Chances are high it worked for you, you even can gain focus and energy – and occasional ads, news etc don’t harm too much. But guess what – even not feeling defocused, you can remember what was spoken about.

Now – try the same thing with video — have you ever tried to watch TV while working ? If so – i almost bet it does not work out for you, unless the work is very mechanic and does not need your head (ironing for example).

A video wall in the fashion store, making lots of light and noise and pulling in the crowd from the street to purchase that jeans they see moving on the screen – that may actually work well. But in most stores, customers are already inside with a plan – a shopping list, and the idea to get things done quickly.

Audio – Shopping Radio – can help to get things done more quickly by having a positive influence on the mind, and well placed ads in the programming can trigger the right thoughts with the shoppers. Without them being distracted, annoyed or feeling hijacked.

Some scientist may figure out why that is the case. For me it is logical. While being on the hunt or in front of our cave – in earlier times – we were able to focus on prey or a task and still chat, talk, listen to the kids in the vicinity etc. That capability has not been lost … instore audio uses it !

Barix IP Audio devices stream shopping radio into thousands of stores every day, worldwide. They have been installed for a reason – low power, reliable, providing excellent audio quality and all that at a low price – no satellite dish on the roof, no media to be shipped. Instore radio over the internet or the company VPN is affordable, proven – and available from Barix.

Johannes

Visit the Barix Booth at the Digital Signage Expo, Feb. 24-26, 2009, Las Vegas Convention Center