When you enter a store, you are greeted by sound. That sound may be a bell above the door, a musical playlist playing on the PA, or the sound of shoppers chatting as they peruse merchandise.
Written by Daina Todorovic, Chief Client Officer, US
It may be a thoughtfully designed piece of music that helps carry the image the store brand seeks to portray. All of these sounds in retail are elements of a sonic branding ecosystem.
“Sonic branding influences purchase intent and decisions.”
While these in-person sounds are pivotal, their influence can extend beyond a retail brand’s physical location. This sound ecosystem plays a big part in brand recognition on the car radio, in a social media feed, at pop-up events and even in app sounds. This is an emotional connection that reignites brand awareness, interest, and action. It reminds the consumer to “Please, come again.”
“As our choices are frequently governed by how an environment makes us feel, building on the emotional connection with a consumer is key.”
Sonic branding influences retail marketing in many ways. Here are two sonically driven areas that deserve more attention.
Purchase Intent
Have you ever walked into a store and felt calmer, more energized, or more focused, depending on the music you hear? This is not by accident, it is by design.
In the early 1990s, a study was conducted on how different types of music influenced atmosphere and purchase intent in a UK student union cafeteria. The researchers tested four conditions: silence, British pop, classical, and easy listening. The study found that when no music was played, students spent the least. The highest spending intentions occurred when classical music was played, showing a 20.5% increase over the silent condition. Pop music ranked second, followed by easy listening.
“Strategically steering the sound environment sets the tone for a customer’s brand journey. It helps them to feel comfortable, decide their next course of action, and ultimately choose to return again and again.”
Connecting the Phygital World
Blending the engagement and experience between the physical and digital world is ever more important as the need for both options grows. The experience on TikTok must align with the in-store experience in some way. Bridging the gap between the physical and digital experiences creates better awareness, trust, and loyalty.
TD Bank is one company bridging the phygital gap well. It weaves its sonic identity throughout the brand ecosystem. From door chimes to ATM sounds, TD Bank is using sonic cues across its ever-expanding audio touchpoints. The sound of TD reinforces its neighborhood brand persona and likability.
“Music is emotional. And as we make emotional decisions, the senses must be included in the conversation.”
Building Loyalty and Trust
Using sonic cues within the retail brand experience shapes customer decision-making, helping to build trust and long-term loyalty. Visual attributes are powerful, however, sonic ones create a stronger emotional impact.
As marketing continues to change and evolve, brand experience through sound becomes more relevant, and sonic strategy must become a part of the larger brand strategy.
“From store aisles to domiciles, sonic branding keeps your brand close and your impact measurable.”
