When customers are in your store, you are in control of their experience and environment. You present what they observe, sense, and see.
You probably already know this and have put energy and resources into creating an engaging, comfortable, and unique atmosphere in your store.
But, there may be an element you forgot about.
Have you considered what your customers hear while in your store? Are you using overhead messaging to directly connect with and guide customers during their visit?
If you aren’t using a system to broadcast messages that direct, inform, and promote, you could be missing out on opportunities to connect with a highly engaged and motivated audience. So, here is what you need to know to get started.
How to Use Overhead Messaging
Overhead messaging is a method for periodically speaking to customers in your store. But, it shouldn’t be a method for broadcasting an ongoing series of announcements.
The best overhead messages are weaved into a stream of music. The overhead music playlist is broadcast through the store with a message delivered every two or three songs. This creates the best experience for shoppers as they are not overexposed to messaging.
So as you create a plan for using overhead messaging in your business, location, or facility, plan a full overhead strategy that includes both announcements and music.
For tips on how to create a playlist for your overhead music, check out:
- 5 Key Questions to Consider When Developing Your Overhead Music Playlist
- Are You Playing the Right Background Music at Your Commercial Location?
- 25 Businesses Were Sued for Playing Copyright Music. Don’t Be Next
Types of Overhead Messaging
Depending on your promotions and type of business, you can create your messages to best target your customers and goals. A few idea for what you can say in overhead messaging includes the following topics and theme.
Drive traffic to specific departments or areas. If you have a large showroom or facility, guide visitors to areas they may have trouble finding or don’t know about. Use your messaging to introduce specific departments or areas, how to find them, and why they should be a destination point.
Create interest in products and services. The people in your store are already interested in your brand, products, or services because they have already made the decision to enter your retail store. Capitalize on their level of engagement by sharing information about products and services available in your store.
Directional Messaging:
Promote customer reward systems. Speak to the repeat customers in your store by sharing messages about your customer loyalty programs. Announce information about how they can sign up to receive coupons, discounts, and rewards points and promotions.
Ask for customer feedback. Request your customers to get involved in another way by asking them to share their feedback. Direct them to resources, such as online surveys or in-person kiosks, where they can provide details about their experience with your brand or location.
Customer Feedback:
Promote new products. When a new release hits your shelves, let your customers know. Share announcements when you get a new product line or inventory of items that are new to the store.
Highlight promotions. As your specials and promotions change, announce them throughout your location. Let customers know where they can find deals and how long they have to snag the savings.
Promotional Messaging:
Drive traffic to online resources. Guide customers to connect with your brand or business online. Share the URL of your website and let people know where they can find you on social media platforms. Offer an incentive for following you or visiting your website to encourage customers to connect with you.
Share event announcements. Let your guests know about your calendar of happenings by announcing upcoming sales and special events. Give dates and details to encourage shoppers to attend.
Holiday Messaging:
Remind visitors of store hours. Give customers the information they need while in your store. Share store hours and offer an alert when you are getting ready to close. Also, provide information about other store locations and their hours.
Use your brand voice. Overhead messaging benefits your business because it allows you to direct, inform, and promote to a highly engaged audience. But an additional benefit of overhead messaging is that it gives you an opportunity to showcase your brand voice. Use the right voice talent to reinforce your branding and present messages in a tone and style that reflect the values and unique positioning of your business.
Now that you have some ideas for what you can share through overhead messaging, are you ready to get started?
Discover more ways to improve the atmosphere and experience in your retail store. Get our free Retail Store Customer Experience Checklist that includes 20+ questions you need to consider to make sure your store is delivering the best customer touchpoints and service possible.
If you want to learn more about how Overhead Messaging can help your business, get in touch with a Spectrio representative who will explain how we can help you create custom messages that drive consumer action while weaving in a music playlist that your visitors will love.