These days you would think everyone has heard of in-store messaging or point of sale advertising, but it’s still common to find retailers that don’t know the power behind it. While there are many studies out there that prove it works, most don’t understand “why” it works. Specifically, why would someone who listens to French background music tend to buy French wines over California wines? But in a recent study it was proven that it affected the buying decision, and when German background music was played in the same store setting, more German wine was sold! Without even scratching the surface, we can see the power of subconscious advertising taking place. Although most people tend to say they are not affected by advertising it is a sad but true fact that we all are. Even the shoppers in the Wine study when asked about their purchase had no idea about why they purchased what they did. Interesting? I think so!
Now enter the ad or message, recent studies show that it can even change the brand you are about to buy. Although we go to the store to buy something, gone are the days that we stand behind any one brand. Now we shop on price, quality, and yes, how it is presented to us. If at the right time we hear an audio ad describing the benefits, or even reminding us how “cool” something might be, we often don’t even think about the decision we just had made for us!
As a retailer it’s so important to keep this in mind. You spend a lot of money getting those customers in your store… Now what are you doing with them when they are inside? Don’t advertise your loss leaders, hit your big money makers, services and oh ya don’t forget the gift cards! Whats more, think about your image! Don’t just hammer them with ads, shower them with praise, thank them for coming in and remind them of that charity organization you’re a part of. Maybe a public service announcement or two to remind them that you are a part of the community! There are so many ways to tailor your image, make sure you use every tool in your toolbox!

At Adrenity we want to help you make the right advertising decisions. Customers are much smarter and won’t tolerate products being pushed down their throat anymore. Craft a message that says “we care about you and appreciate your business”, and then you can say “oh by the way check out our website at www.” you get the idea! Get creative, have fun, and sell more stuff!

Bryan Gray
COO
Adrenity Media Networks