Drive sales with in-store media marketing

by Lorne Abony

While brands face the challenges of ensuring a return on their advertising and marketing investments, Mood Media Corporation is keen to point out that in-store is an environment where you can truly influence your consumer, speak directly with them and drive your sales. Advertising your core messages on an in-store radio network can achieve as much as a 40 percent sales uplift.

In-store media has evolved dramatically in recent years and the benefits to brands are becoming increasingly apparent. Mood Media Corporation is the only company working across the three main disciplines in the sensorial media industry - music, visual and scent - which can be used throughout stores and specifically at the point-of-purchase. This enhances shoppers' experiences, keeps them in-store for longer and helps drive incremental sales.

Through linking your inventory to visual solutions, your customers will only view items that are in stock, so they are only enticed into buying products they can actually purchase. Not only does this help retailers to shift stock items but - when interactive, innovative and eye-catching digital signage solutions such as touch-screen technology, LCD screens, projectors or electronic point-of-sale systems are used - it can help to boost sales as well.

Niketown's flagship store in central London is a prime example of a client that is seeing tangible benefits from using tailored in-store music, a video wall and strong visual imagery. Another customer solution is ING bank, where Mood Media Corporation has created and installed a digital signage network that promotes core services, communicates financial news and provides entertainment. The visual system is integrated with the queuing solution and is used for staff communications.

Mood Media Corporation's solutions are driven by the core objective set by the brand and are often tools that will help increase sales in-store although not limited to just this achievement. Clients have used in-store media solutions to drive footfall, increase browsing times, communicate social messaging and even provide entertainment as consumers interact with merchandise.

Mood Media Corporation does this through creating a comfortable environment for each brand's particular customer demographic, which means they spend more time in-store. By working closely with clients to identify a music, radio, digital signage and scent solution to fit their individual brand, Mood Media Corporation ensures it provides a customised solution to fit that brand's exact brief.

Within each sensory competency, Mood Media Corporation has developed significant value add features for its customers. A leading music catalogue with over 1.8 million 'rights-included' tracks means those brands with budget restrictions can still offer consumers a great shopper experience, also saving significantly on public performance licenses. Another development within the media mix is the use of celebrity endorsement, which not only adds value to your brand but can also help to boost product sales - for example, Mood Media Corporation has arranged tie-ups between celebrities and retailers such as Lipsy and Pixie Lott as well as Thomas Pink and Gary Go. In addition, scent solutions can create a subtle, overall fragrance throughout the store, which is tailored to the brand's particular customer base - clothing store Timberland, a UK client, uses a fragrance called 'Porsche Nuevo' in its stores, giving customers a subtle hint of a new car scent as they shop.

We are an international business: Mood Media Corporation works with more than 650 international companies and supports over 155,000 business locations - from single-site to large, high-street chains - across 37 countries throughout Europe, North America, Australia and Asia. It was formed in June 2010 when Fluid Music Canada Inc. acquired Mood Media SA. The newly formed company will undertake a secondary listing on the London Stock Exchange's AIM in September 2010.

Where traditional advertising has lost much of its impact as consumers are bombarded with messages, in-store media solutions are now seen as a powerful method of getting retailers' messages across by being subtle, diverse, interactive and fun.

About

Lorne Abony is the Chief Executive Officer and Chairman of Mood Media Corporation, the world's largest in-store media specialist. He is a successful Canadian businessman, who has been voted one of the country's top 40 business leaders under 40.