You’ve got your brand polished and perfect. You’ve got your new, shiny store all set for its opening to the ready-and-waiting public. You’ve got all your merchandise and services just waiting to fly off the shelves.
You check your watch and it’s an hour before opening – you’re practically ready. But as you do a last once-over, you notice something.
It’s too quiet.
Music plays a vital role in any store’s foot traffic, manipulating how long a person lingers and in turn affecting and influencing buying behavior. And one very important factor to consider when curating the perfect playlist for your store is HOW your music is being piped into your sound system.
Do you use Compact Disc players? Do you load everything into a USB flash drive and play it from there? Do you prefer to use your phone or laptop for music streaming? Or do you want a dedicated music player specifically for your branding?
We’ve come up with 9 comparison criteria that can help you choose the perfect music-playing device for better and more cohesive branding:
- Jukebox-type vs Radio-type: Jukebox-type players can be characterized as devices with a very large collection of songs that listeners can choose from at will, but will have to manually keep coming back to. In comparison, radio-type players have a little less flexibility in terms of skipping to specific artists, but allow for a wide selection of comprehensive music choices based on genre. For branding, we believe that radio-type players are more efficient – a more curated genre that you can more or less leave alone, makes for better market targeting.
- Customized Branded Messages: Nobody likes to hear irrelevant ads in-store (imagine the horrors of walking into a toy store in a mall and hearing your local masa radio station airing an ad about alcohol). And no business owner or employee wants to hear another brand’s (worse, a competing brand’s) ad air in-store, either. But effective branding and recall also comes in the form of ads and station IDs. The question then becomes, where is the sweet spot? We believe that it comes in customized, brand-tailored ads and IDs.
- Automatic & Centralized Content Programming: When the day’s operations are hectic and it’s all-hands-on-deck, the store’s carefully-crafted atmospherics could easily slip one’s mind. We believe that music playing devices and tools should have the capability to stand on their own – automatically playing curated music, cycling through customized ads and station IDs, and dayparting between the AM and PM music playlist.
- Consistent Branding across all stores: In building a name – especially for those with multiple stores nationwide – branding is everything. Brand loyalty and recall will only be reinforced by repeatedly showing your customer what your brand is, and what cues to recognize to think, ding! This is YOUR brand. So in the case of your in-store atmospherics, consistency is key: same music, messaging, and ambience across all your brick-and-mortars.
- Tamper-proof: No matter how engaging your chosen playlist is, there’s still a chance that your employee of the day feels a music itch to scratch. And when that happens, it’s bye-bye branding for the day. To keep your music and atmospheric branding consistent, you’ll want a tamper-proof music player that no one else can switch out unless you decide so.
- Internet independence: At this day and age, only a handful of stores should be without their own in-store internet connection. But the reality remains that, in the country, many establishments still lack this supposedly basic retail necessity. So, what happens when the internet gives out (or doesn’t exist to being with)? If you were relying on internet streaming, or banking on audio from online videos, you cannot be stuck with a music-less store. We believe that the lack of internet shouldn’t affect in-store music, and there are plenty of other options that can easily keep this from being a problem.
- Music library & storage size: One can only listen to so much music in a day, and only so many songs can fit into one 24-hour playlist. To keep your store from sounding like a broken record playing only 5 songs from opening to closing (can you imagine the state of your irked employees?), a hefty music library is needed. You’ll also need a music playing device with enough storage to keep a collection of songs that will be enough keep everyone in your store reasonably entertained.
- Portability: When a music player can slip in your pocket or hide out of sight, you know it’s a keeper. No bulky sound systems to worry about securing mall permits for, and no tedious installation required.
- Convenience: With today’s booming music industry, blink and you’ll miss the latest releases. Because of that, staying up to date with the latest music that your target market is listening to is imperative for any brand. Any store would want a music player that’s practically hassle-free in terms of uploading and updating content in real-time.
And with that comparison criteria, here’s your jumping-off-point guide to choosing which music-playing device is the perfect fit for your business:
So, which device are YOU looking at for your business?