Strategic use of sound to increase retail sales:
Recent studies show that strategic use of sound can affect customers and increase retail sales. Danish Chamber of Commerce sees a huge untapped potential in this area.

Many years of massive focus on marketing through visual messages in the retail industry has led to the saturation point is reached, and the effect is decreasing. Therefore, retailers turn their attention to sound as marketing agent. Sound is in fact the direct channel to consumers’ subconscious and controls 85 percent of
buying decisions.

It highlights the latest findings from a study in the retail industry, as Audiowise that specializes in marketing via sonication and sound design have made.
“Targeted and relevant sound design can create up to +96 percent increase in brand awareness and up to +250 percent increase in revenue. In addition, increasing the residence time in front of a product with exposure to sound at up to +700 percent, “says Johny Sårde, owner of Audiowise, and continues:
“Using audio in marketing, we see significant increases in the bottom line and residence time – not to mention increase in customer satisfaction and positive attitude to the store.”

Retail is backwards:
But retailers in Denmark is hopelessly behind on sensory shopping such as sonication. Most shops play music in their store rooms, and include supermarkets often use the money to set up speakers and pay copyright charges. But there is rarely a specific strategy for the sound that is played in the store, and whether it should be differentiated according to the in-store customer. A store may for example benefit from playing calm and relaxing music in the checkout area so that customers experience more pleasant to stand in line.
“By creating better environments in stores where customers want to stay, it creates a better shopping experience. And while there is a high probability that the customer feels motivated to make purchases. Therefore, we encourage retailers to focus on the area – this is really something to retrieve “says Christian Sestoft, marketing manager of Danish Industry.

Cases:
Danish Supermarket:
Purpose / task:
Audiowises task was to test our unique 100 percent directional Sound POS and our sound design. The purpose was to see if this could help increase sales of a Spanish Faustino wine was on offer in Bilka wine department.

Solution:
Audiowise created a customized sound universe of wine, including a narration. We used our directional sound (Sound POS Solution) in front of the goods. The sound can only be heard when standing right in front of the product and is activated by a sensor.

Result:
Audiowise increased sales of Spanish wine + 140 percent compared with sales index without sonication.

Hamley’s:
Purpose / task:
Audiowises task was to test our unique 100 percent directional Sound POS and our sound design. The purpose was to see if this would increase sales of HASBRO Start Wars Fighter Pods that were on offer in Hamley’s.

Solution:
Audiowise created a customized sound universe of product category, including a narration. We used our directional sound (Sound POS Solution) in front of the goods. The sound can only be heard when standing right in front of the product and activates a sensor.

Result:
Audiowise increased sales of HASBRO Start Wars Fighter Pods with + 250 percent compared with sales index without sonication