Why Your Business Needs In-Store Radio
Learn why your business needs in-store radio to enhance brand identity, improve customer experience and legally play music, all while driving higher sales.
Ever wondered why some stores thrive and others fail? From foot traffic to price points, there’s a myriad of reasons but customer experience shouldn't be overlooked. Every detail of a store needs to be meticulously thought out, including how your store sounds.
This influences customer perception, how long they’ll stay and if they’ll make a purchase. But it’s not as simple as slapping on your favourite playlist. Instead you need a curated sound that reflects your brand and your brand values. And the best way to achieve this is through in-store radio. We’ll take a look at what in-store radio is, the benefits it brings businesses, and how to get started when you’re ready to.
What Is In-Store Radio?
In-store radio refers to audio broadcast in a commercial and public place, like grocery stores, and that is controlled by the store itself. This distinction excludes when local or national radio stations are played in a public place. Although the name suggests this is radio exclusively played in stores and shops, in-store radio also includes settings like gyms or hotels.
Why Is In-Store Radio Important?
For starters, when customers enter stores, hotels and gyms they expect background music in most of these places. Going without can make a business seem eerie and off-key. So, many businesses use in-store radio as their solution to play music publicly.
But businesses use in-store radio for more than just creating a pleasant environment. The audio a business broadcasts actively shapes customer experience. From increasing browsing time in retail stores, to motivating customers for a good workout, in-store radio plays a major part in how customers regard your business.
5 Benefits of In-Store Radio
In-store radio does a lot more for businesses than just providing background music, it brings businesses the following benefits:
1. Shapes Brand Identity
People no longer buy from brands, instead they buy into them. So the brand identity of your business needs to be both carefully thought-out and curated. The visual aspect of your brand identity is determined by aspects like your logo and brand colours as well as your store’s interior and layout. But the audio aspect of your brand identity is just as important. This is known as your sonic branding.
Sonic branding is made up of auditory aspects that come together to build a clear profile of what your brand is and what it represents. Some brands might want to be seen as sophisticated and luxurious, but others light-hearted, humorous and rebellious. The sonic choices would vary for each. Music and sound evoke powerful emotions and by using carefully chosen audio components, brands can piggy-back on these associations.
Moreover, the ideal medium for sonic branding and shaping your brand identity is in-store radio. A playlist can only incorporate songs. But in-store radio can include many other auditory components to build your brand identity, as well as give a polished and professional sound.
And needless to say, if you played an external radio station, you’re playing their sonic branding. Not yours.
2. Enables Businesses to Play Music Publicly and Legally
It’s against the terms and conditions of personal streaming platforms like Spotify or Apple Music to use them to play music in store. These platforms are only licensed for personal use. Even if you sought a licence to play music publicly in your store, you still could not use Spotify or Apple Music to do so. And if you decide to go without a licence, you run the risk of a hefty fine.
Thankfully, in-store radio can be used with a licence for music to be played legally in public. Because of this relationship, in-store radio services like Radio.co have features to help with this. For example, you can download reports of your played tracks to submit to your licence provider.
3. Improves Customer Experience
At a basic level, stores want customers to have a positive experience as this influences how likely they’re to make a purchase and/or return. Using in-store radio helps ensure pleasant experiences by creating a good atmosphere, but it also shapes the customer perception of your store and brand.
One study showed customer’s emotional response to wait times is more positive when stores play positively valenced music. The same study even found that music (regardless of its valence) softened customers' regard for the store, which positively influenced how they treated staff.
4. Provides an Effective and Low Cost Communication Tool
Advertising can be expensive, especially when trying to target your key demographics. But with in-store radio, your customers are there in one place. In-store radio lets you communicate with customers at little cost to the business. This can range from the latest promotions or offers, to holiday opening times. In-store radio gives a business the opportunity to get its messages across to its customers effectively.
5. Ensures No-Airtime for Competitors
If a business chooses to play a local or national commercial radio station, they run the risk of inadvertently promoting their competitors on ad breaks. Having your own in-store radio niftily avoids this problem, ensuring your consumers are only hearing about your business while in your store.
3 In-Store Radio Examples
With so many recognisable brands recognising the benefits of In-store radio, the chances are you’ll already have heard some examples. From superstores like Walmart and Asda to local independent retailers, in-store radio is a key part of many businesses branding strategy. Here are 3 examples of businesses benefiting from in-store radio:
Stars and Strikes
Stars and Strikes, a chain of entertainment centers featuring bowling, arcades, axe throwing, and escape rooms, operates 17 locations across the southeastern U.S. Their in-store radio plays a crucial role in shaping the customer experience and reinforcing their brand identity as a place of fun and a party-like environment.
The company introduced its in-store radio to strengthen its brand identity through audio. This strategy enhances the entertainment value, contributing to longer customer visits—a key driver of revenue. The longer customers stay, the more they spend on food, drinks, and activities.
To support this, the radio features upbeat, popular music, including dance remixes of slower songs, creating a lively atmosphere. Resident DJs provide voice overs with promotions and store updates, further promoting a fun, engaging environment that encourages extended visits and increased spending.
Casa Del Cava
Casa Del Cava is a sustainable living estate offering luxury accommodations and event venues in the Coachella Valley, with a strong focus on wellness and culinary experiences. The brand has crafted an identity centred around tranquillity and luxury, achieved through its visual branding and in-store radio.
Their radio station, accessible both on-site and online during the booking process, plays a key role in reinforcing this brand identity. It broadcasts music that evokes sophistication, class, and relaxation, aligning perfectly with Casa Del Cava's image of refined luxury and calm.
Casa Del Cava’s brand strategy capitalises on the notion that customer purchases are a means of enforcing their own identities. As such, they curated their brand to align with customers who invest in wellness, encouraging customers to buy into their experiences and stays.
ZĂĽrcher Kantonalbank
ZĂĽrcher Kantonalbank (ZKB) has embraced the use of in-store radio as part of a broader sound identity strategy, which reflects its modern approach to banking while maintaining trust as a traditional financial institution. Their custom sound identity, developed in partnership with the Department of Noise, blends organic and digital sounds to create a unique sonic experience that supports both their digital transformation and customer engagement.
The in-store radio plays a crucial role in enhancing the atmosphere at ZKB branches, featuring carefully curated playlists and soundscapes that align with their brand values of innovation and reliability. This audio branding strategy extends across multiple channels, including marketing, service centres, and sponsorships, ensuring a cohesive and immersive brand experience at every touchpoint​.
How to Start an In-Store Radio Station
Starting a radio station should be a serious consideration for any store looking to provide a positive customer experience, clearly distinguish their brand and increase sales. But we won’t deny there’s a lot to consider. From the technical requirements of broadcasting across locations to ensuring you sound your best. It can seem overwhelming.
That’s why partnering with Radio.co can help. 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.
