Drive retail sales with in-store media marketing, says specialist

NG Retail Summit: debating in-store marketing

NG Retail Summit: debating in-store marketing

In-store media marketing solutions enhance branding, drive impulse purchases and increase foot traffic by improving the shopping experience for customers, says Lorne Abony, chief executive and chairman at in-store marketing company Mood Media Corporation

Here’s the dilemma: you’ve managed to lure customers into your store. But how do you get them to spend up to 40% more?

The answer, according to Lorne Abony, chief executive and chairman of Mood Media Corporation, is in-store marketing.

“The in-store environment is where you can truly influence your consumer, speak directly with them and drive your sales. Advertising your core messages on an in-store radio network can achieve as much as 40% sales uplift,” says Abony.

Abony explains the three main disciplines in the sensorial media industry – music, visual and scent – can be used throughout stores and specifically at the point-of-purchase to enhance shoppers’ experiences, keep them in-store for longer and help drive incremental sales.

“Through linking your inventory to visual solutions, your customers will only view items in stock, so they are only enticed into buying products they can actually purchase. Not only does this help to shift stock items but – when interactive, innovative and eye-catching digital signage solutions such as touch-screen technology, LCD screens, projectors or electronic point-of-sale systems are used – it can help to boost sales as well,” says Abony.

Abony points to Niketown’s flagship store in central London as a prime example of a client who has experienced tangible benefits from using tailored in-store music, a video wall and strong visual imagery. Or the ING Bank, where Abony’s company created and installed a digital signage network that promotes core services, communicates financial news and provides entertainment. The visual system is integrated with the queuing solution and is used for staff communications.

“Clients have successfully used in-store media solutions to drive footfall, increase browsing times, communicate social messaging and even provide entertainment as consumers interact with merchandise,” he says.

Enticing customers’ olfactory senses is also another key tool for retailers to navigate their way into the hearts – and wallets – of the public. “Scent solutions can create a subtle, overall fragrance throughout the store, which is tailored to the brand’s particular customer base.” Abony points to clothing store Timberland whose UK stores use a fragrance called ‘Porsche Nuevo’ in its stores, giving customers a subtle hint of a new car scent as they shop.

“Where traditional advertising has lost much of its impact as consumers are bombarded with messages, in-store media solutions are now seen as a powerful method of getting retailers’ message across by being subtle, diverse, interactive and fun,” he adds.

How to fatten the bottom line by enhancing the customer experience will be one of the topics discussed at the Next Generation Retail Summit Europe 2011 in the autumn, which takes place from 13-15 September 2011 at The Oitavos Hotel, Lisbon in Portugal. This closed-door summit, hosted by GDS International, features some of the leading voices in the European retail sector.

Along with media marketing, other key topics for discussion include the impact of business intelligence; creating effective online retailing strategies; optimising the PoS environment and cross-channel innovation.

The next Next Generation Retail Summit Europe 2011 takes place at the Hôtel Président Wilson, Geneva, 5-7 April 2011. It is an exclusive event, reserved for 100 participants, and includes expert workshops, facilitated roundtables, peer-to-peer networks and co-ordinated meetings.