50 Things You Need To Know About Point of Sale provides some great stats and insights into marketing at the point of purchase/sale.
Most would be familiar with the role that muzak has played in the retail space (though often quite badly and with little thought).
Sound however can be used in a much more targeted and powerful way, as an attention grabber, memory trigger and differentiator in out of home (OOH) and point of sale (POS) marketing.
“Always opt for digital where available, especially if it incorporates sound and Bluetooth. Research conducted by the JC Williams Group concluded that shoppers are 5-10 times more likely to notice and recall dynamic media than static media….”
Jeff Estok, General manager sales and marketing, Global Mall Media
“Use all senses to trigger emotional impact. Emotion is the key! If your customer comes home and still talks about your brilliant and unique POS advertising you got it right. To achieve this, you should think about all human senses and how your POS campaign can stimulate the senses….”
Holger Pfeilmaier, marketing manager, LookPrint
When implementing sound in your OOH/POS it is worth considering the following: