5 Key Benefits of Promotional In-Store Messaging

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Types of In-Store Advertising

In-store advertising has evolved from simple display signs. Today, in-store promotional messaging comes in many forms.

1. Posters and Signage

This form of in-store signage includes posters (which might include a picture of a product and its price) that are far from the item that they’re discussing. Signage might also include eye-catching fliers next to the item for sale.

Several forms of posters and signage exist, and some are more effective than others. For example, in 2015, researchers conducted a study of signage in a garden center. More than 15 types were available, and those that didn’t have a price were more likely to result in a sale than those that did. Studies like this demonstrate how a little creativity and mystery in a sign could help to increase sales.

Your customers may come into your store for one specific item, but your signage can remind them that there might be something else they need.

2. Displays

Several types of in-store displays exist, including the following:

Floor-standing displays, which are standalone structures filled with items that can be grabbed and purchased
End caps, which are filled with products and sit at the end of fixed aisles of products
Countertop displays, which are small and made to sit next to something like a cash register
Window displays, which are artistic presentations of products inside closed windows
Shelf displays, which are products on shelves at the customer’s eye level

In 2022, researchers studied the impact of several different types of in-store displays. They found that end cap displays have the largest impact on a purchase. However, they mentioned that placing products in displays all across the store was a better way to increase sales than putting all of the products in just one.

3. Video Walls

A video wall is a group of video displays that are placed together to create one large video display. You’ll need software to ensure all the displays work together correctly as one, but it can be an effective way to quickly draw a lot of attention.

Consider Adidas. According to one published case study, Adidas opened a pop-up store in a high-traffic area during the holiday season. It’s difficult to capture a customer’s attention in an environment like this, and Adidas used video walls to help.

The screens had images of products, along with interactive mirrors and social media integration. The screens also flashed sales information. The result was increased foot traffic, enhanced customer response, and plenty of social media buzz.

You can display commercials or how-to videos demonstrating how to use your products. It can also be effective to have satisfied customers talking about particular products or services.

4. Audio Advertisements

You likely play music throughout your store, and you can pepper the tunes with advertisements for specific products or services.

In a study published in the European Journal of Business and Management, researchers said in-store promotions can have a deep impact on a store’s performance. They say that these promotions offer an opportunity to turn an otherwise boring store into an event. However, they work best when staff is trained and prepared to deliver exceptional customer experience.

Keep the messages brief and interesting, highlighting certain items that customers might want to check out in person.

You can also use your audio messaging system to feature certain discounts and sales. Offering an in-person discount or free add-on item can be a great way to utilize in-store messaging and boost sales.

5. Samples

One of the many benefits of visiting a brick-and-mortar store is the possibility of actually trying the products. Consider offering samples to your customers as a way to increase sales.

Whole Foods Market uses this strategy extensively. In fact, consumers expect to sample the food when they come to their shop, and they consider snacking part of the positive experience of visiting the store. Experts say sampling can encourage customers to come together over a shared experience, and they may come back again as a result.

If your product is something they can try on the spot, like cosmetics, place samplers out for customers to try. If it’s something they can’t try in store, such as laundry detergent, consider sample packets they can take home and use. Give a discount coupon with the sample, so they are encouraged to come back and make a purchase later.

In a study published in 2010, researchers examined the impact of in-store sampling on sales. They measured consumer behavior at Costco, which is well-known for providing samples to consumers. They found that non-food items were closely associated with sales after sampling, but drinks didn’t have the same bounce.

6. Events

An in-store event can be a great way to maximize your use of in-store promotional messaging. A typical event involves dedicating a part of your shop to something unusual (like a game or a photo opportunity). But events can also include things like seasonal sales.

Experts say that consumers crave what they call in-store experiences. In other words, they know they can find products and services online. However, 48% of customers go to brick-and-mortar stores instead of the internet when they have a choice. The more exciting you make the experience, the more likely they might be to come back.

Whether you are hosting a product launch or highlighting a seasonal sale, make sure all your in-store messaging is in place and optimized before the event. This includes updating your displays, creating custom signage, and planning audio ads throughout the event (whether pre-recorded messaging that plays at intervals or having a host promote certain items or discounts live).

7. Digital Signage

Digital signage involves placing messages, advertisements, promotions, and prompts on digital screens placed strategically throughout the store. These screens take the place of printed flyers and handouts, and they can be updated on the fly.

Sephora used this technique to entice consumers to sign up for the company’s digital app. Signs outlined the benefits of the digital membership (including discounts) and a code allowed people to download and use the app very quickly and apply the discount at checkout.

8. Interactive Kiosks

Self-service kiosks are interactive touchscreens that help customers complete critical tasks (like ordering information) without getting help from the staff. Kiosks typically involve a screen fixed to a hard surface (like a booth) that connects to software owned by the company. Some kiosks also include card readers that allow people to accept payment.

Companies like IKEA use interactive kiosks very effectively. Customers can use kiosks to locate items within the store and compare their options. Leaders at IKEA say that kiosks allow the company to serve six times as many customers as they could when staff was always required. Staff can then spend more time on complicated customer needs.

How to Measure the Effectiveness of In-Store Promotions

Tracking metrics can help you understand how well your promotional messaging is working. You may need to be a little creative with data gathering, but the results can be very worthwhile.

Track your effectiveness with some of these models:

Change in sales: Track how much you sold before the promotion started, and identify how much you sold when it ended.
Customer engagement: Use tools like heat mapping to determine how long people stand in front of your digital signs. Or tap into the logins for your interactive kiosks to determine how many people used them.
Customer feedback: Conduct focus group meetings or surveys to learn more about how your customers feel about the promotions.

Companies like L’Oreal build custom tools to track the effectiveness of their promotions across their advertising landscape. They can launch a deal both in the store and online, and they can then determine if their promotions resulted in a boost in sales.

Smaller companies can use simpler tools like sales recipes and surveys to get an approximation of value they can share with their stakeholders.

Online vs. In-Store Advertising

You can’t use the same marketing approach for online advertising and in-store advertising. They are distinct, but you can have some overlap in your messaging between the two.

Online advertising has two primary goals: to get people to your site and to encourage them to make a purchase once there. In-store advertising doesn’t have to deal with the first goal since they are already physically in your store. It only has to focus on encouraging people to make a purchase or to purchase more.

If people have a good experience, they will return to your store. As a result, in-store advertising and online advertising are both working to ensure repeat sales.

When people purchase online, they don’t get to see, feel, or smell the product in person. This makes your product images incredibly important. With in-store marketing, think about appealing to the customer’s sensory experience since they have the opportunity to interact with the product in person.

The Benefits of In-Store Messaging

With 82 percent of purchasing decisions made while shopping, in-store advertising is more important than ever. But you don’t want your in-store audio ads to be jarring. Music can be the best way to make the experience cohesive and pleasant for customers.

Here are five ways in-store audio advertising can help you increase sales:

1. Encourage Additional Purchases

Did you know that 16 percent of unplanned purchases are driven by in-store promotions? (Hello, impulse buys!) With custom overhead messaging, you can give customers an extra nudge toward an item — or even several items — they might not have thought about until they walked into your store.

You can increase the likelihood of these impulse buys by strategically placing displays close to the checkout counter.

2. Introduce New Inventory

Testing out a new menu item? Just launched a new product line? In-store messaging gives you the power to direct, inform, and promote this information to customers while they’re in your store. There is no better time to encourage them to try something new than when they are already physically present in the store.

Starbucks often uses this type of audio advertising when launching a new seasonal drink or product. For example, the company shares warm and inviting descriptions of pumpkin-flavored coffee in the fall paired with cozy background music.

3. Promote Sales and Events

From limited-time offers and year-end closeouts to in-store trunk shows and DIY parties, specials and events are a great way to attract and retain customers. And what better way to promote these tangible experiences than with custom overhead messaging?

Kohl’s often uses in-store audio messages to discuss their “Kohl’s Cash” promotions or sales. The announcements are clear and outline how much people can save and where the sales items are located.

4. Reinforce Branding

A well-developed brand identity is constant and recognizable. Whether you operate a single location or multiple storefronts, tailored in-store music and messaging is an effective way to synchronize your marketing efforts to maintain a cohesive brand experience.

Whole Foods Market uses this technique to highlight the company’s commitment to quality and sustainability. These messages are woven between soft instrumental tracks to maintain the branding of the store.

5. Motivate Employees

Your internal stakeholders are just as important as your customers. Since your employees act as brand ambassadors, it’s important to keep them informed and inspired so they will reinforce promotional messages to customers.

Pepper this messaging with good music, and you’ll improve the experience for all employees.

6. Drive Online Sales

Some companies use their in-store audio messages to encourage their physical customers to shop online for the things they can’t find on the shelves. Instead of losing customers to low stock, they please them by providing another option.

Best Buy uses this method to promote the company’s “Order Online, Pick Up In Store” feature. The messages encourage customers shopping inside the store to explore the broader selection that’s available online.

Let Pandora CloudCover Help

When you blend messages with music for business, you’re in complete control of the experience, directly connecting with customers and guiding their behaviors. It can be an incredibly effective way to boost your bottom line while also improving the overall experience for everyone who enters your store.

Let us help you meld in-store promotional messaging with good background music you can legally place in your business. Get started today.