How To Start an In-Store Radio Station
Having an in-store radio station is a smart move for many businesses, in this guide we explain the benefits and how to start yours.
What Is an In-Store Radio Station?
An in-store radio station refers to a system of broadcasting audio in a store, by the store itself. Unlike normal radio stations in-store radio is controlled by the store itself or a partner of the store. In-store radio stations broadcast a blend of entertainment, promotions and information to the store's customers.
Why You Should Start an In-Store Radio Station
Having an in-house radio station brings multiple benefits to a store, these include:
A Licensed Way To Play Music
To play music in public you need a music licence. But even if you have this, you can’t play music however you choose. For example, streaming services like Spotify or Apple Music are only licensed for personal use. This means you can’t use them to play music in your store. It’s the same for any physical music you own - like CDs, tapes or records. However an in-store radio station can be paired with a music licence to legally play music in public.
Control Over What Your Customers Hear
If you just play a commercial radio station, you’ve lost control of what your customers are hearing in-store. It might be viewpoints or music that you don’t want your store to be aligned with, or even the advertisements of your competitors. Having an in-store radio station avoids these problems.
Shape Brand Identity
An in-store radio station creates more opportunities to shape your brand identity rather than just playing music alone. You can establish and showcase your brand identity thanks to your messaging, sonic identity and music choices.
Increase Staff Engagement
In-store radio creates opportunities for your store staff to get involved, from presenting to producing shows. This can foster a community feeling with your staff and boost employee engagement.
Influence Customer Behaviour
Audio played in stores can influence customer behaviour in a beneficial way to the business. The right audio can increase customer dwell time, influence how long customers are prepared to wait, and lead to higher sales.
How To Start an In-Store Radio Station
Now you know the benefits of in-store radio stations, you may be thinking how to go about it. There are several things to get in place when starting an in-store radio station and at Radio.co we can take care of all of it. But if you want to look under the hood, here's the break down:
Licensing
Radio.co has an elegant (and legal) solution for in-store radio licensing that means your store doesn't have to rack up hefty broadcasting licensing fees.
Broadcasting Licences
While licences are required to broadcast over airwaves, broadcasting over the internet cuts out these costs for in-store radio stations. Online broadcasting does not require a broadcasting licence and is ideal for specific locations rather than a area radius. Better yet, all you really need for broadcasting online is an internet connection.
Music Licensing
While you won’t need a broadcasting licence to broadcast in-store radio over the internet, you will need a music-licence to play commercial music in a public place. There are different licensing bodies per country. As a rule of thumb you’ll need a licence from the country your store is in.
Royalty-Free Music
If commercial music isn’t needed for your store, another option is royalty-free music. With royalty-free music you typically pay a one-off fee for unlimited plays, making it a cheaper alternative to getting a licence for commercial music. Still unsure what’s right for you? Check out the pros and cons of royalty-free music.
Technology / Equipment
Online radio requires very little special equipment and technology, as it uses the internet rather than airwaves and transmitters. So to start your in-store radio, you just need:
What You Need To Manage Your Radio Station
An internet connection, as your in-store station will be cloud-based.
A computer, laptop, tablet or smartphone if you want to manage your in-store radio station yourself.
A broadcasting partner, i.e. Radio.co.
What You Need To Play Your Radio Station In-Store
An in-store internet connection to stream your station.
A device that connects to the internet to stream your station, like your business laptop or smartphone.
A speaker system to connects to the device e.g. a PA system connected by a physical cable or Bluetooth.
Content
What your in-store radio broadcasts will vary depending on your type of store, but here’s a whistle-stop tour of the different types of content you can include:
Music
The bread and butter of your in-store radio station and never one-size-fits-all. Your music choices reflect your store, its values and also make up a key part of your sonic branding.
Radio Imaging
The secret sauce in elevating your audio from just a playlist into your sonic branding. Radio imaging refers to all the jingles, sound effects and sonic identifiers that distinguish a radio station’s unique sound.
Talk-Based Content
The ticket to putting people front and centre of your brand, while engaging staff and customers alike. Draw upon the personalities of your team to bring some humour and depth to your products & services.
Announcements/Information
Another tool to have in your communication arsenal. Broadcast store announcements and information - be it special offers to holiday opening times - and help get your messages heard.
Scheduling
As with any type of radio station, what you play matters as much as when you play it. Consider your customers or store function throughout the day, if it changes (e.g. a coffee shop that turns into a bar in the evening), your in-store radio schedule should reflect that.
A Broadcasting Partner
Starting an in-store radio station can be very exciting. But if you’re new to radio, it might seem overwhelming. Especially if your business has limited resources to get things off the ground. That’s why partnering up with a broadcasting platform like Radio.co can help. Radio.co is an all-in-one solution that provides all the tools, software and support needed to create and manage an online radio station. We provide:
Security & Compliance
We navigate the complexities of regulatory requirements (from data protection to rights management) to ensure our service remains secure and compliant as your business requires.
Tailored Solutions
We know every business is different with different needs. So that's why we can work with you every step of the way to bring your in-store radio station to life.
Technical & Creative Input
Our team is made up of technical experts and audio creatives with decades of experience. So we can ensure you get the right support and guidance.
Proprietary Technology
We distribute audio globally for 5,000+ broadcasters using our platform. We understand the technicalities required to serve audio globally and at scale. Whatever you need, we can handle it.
Media & Technical Training
We offer specialised media and technical training, providing hands-on guidance, skills and support to ensure your team sounds its best.
Music Sourcing & Licensing
Depending on your requirements, we help navigate the complicated web of music licensing, sourcing and reporting.
Ready To Start Your In-Store Radio Station?
Here at Radio.co we understand every business is different, so offer tailored solutions to bring your spaces to life and in a way that works for you. From concept to delivery, we’ll navigate every hoop and hurdle from music sourcing and licensing to the regulatory requirements of your area. We can manage your solution entirely including sourcing talent, or provide the right media and technical for you to do it yourself. Whatever your preference, Radio.co can help.
Discover more about our in-store radio services here, or reach out by using the button below.
