Retail surgery: How can in-store radio enhance the retail environment?

Used judiciously, background music makes shoppers feel relaxed and distracts them from the stresses and strains of the shopping experience. A key indicator of its impact would be to turn it off mid-shop; many people would feel that something valuable had been removed, says Robin Drysdale, commercial director of customer and content publishing agency Publicis Blueprint.

An in-store radio station should be well balanced, mixing music, news, reviews, celebrity gossip and promotions and DJ commentary.

It should avoid too much dialogue. “An in-store radio must take into account their most loyal listeners – the store colleagues,” he adds. A simple repetitive playlist or one-dimensional content will result in them feeling resentment towards it.

A retailer considering in-store radio should evaluate their campaign objectives because the platform and the message will not always align, warns Drysdale. “You must have something interesting to say or you will discourage people from buying the product,” he says.

The tone and timing must take into account the environment. “Brands should be creative with their delivery,” says Drysdale. “Utilise the DJ, encourage shopper participation, strategically run the ad according to what the weather is forecast to be like tomorrow – anything that grabs their attention and leaves them to ponder.”

In-store radio enables retailers to deliver their message straight to the shopper. It’s a powerful medium but it needs careful attention to fulfil its potential.