Commercial Integrator March 2023 - 60

MARKETS: RETAIL
He stresses integrators must deploy easyto-use,
accessible technology solutions.
On the topic of holography and digital
humans, Black foresees these being very
helpful for brands looking to leverage
influencers and creators. Stores utilizing
this technology could potentially have
one influencer do a 15-minute live chat
and then display it, via a live-sized digital
human, in 100 stores in a week.
Post-pandemic, many retail footprints
are changing, with brick-and-mortar
stores shrinking. Many clients are looking
to keep expenditures in line and utilize
existing deployments. " You have to infuse
things into the fixture, " Black says. " You
can't [always] just rip up the fixture, especially
from a budget standpoint. "
Opportunity in Customization
" We're really seeing a lot of opportunity
on the customization side, " Black declares,
where retailers that lack the money to invest
in new fixtures are choosing to retrofit
existing fixtures. " I think that's the shift
we're going to see in digital signage, " he
predicts. " Instead of just buying a TV with
a black bezel, why not be able to powder
Q&A with AtlasIED's Graham Hendry,
vice president of loudspeaker strategy
CI: What are some trends you have observed in how
retailers use audio products and in how integrators deploy
them in those settings?
Hendry: All too often, retail installations are diverted by the glamor
of the latest video innovation, and we forget to deliver sound
quality to match. This is partly due to the fact that many architects
and interior designers focus exclusively on the eyes, which means
many of our great-looking spaces can sound terrible.
Research has proven that our brains are constantly engaging
with the auditory input surrounding us. Generally, we don't
notice it. However, sound is an immensely powerful part of our
everyday experience and a major influence on our mood and
behavior, which is why a well-thought-out and well-designed
retail store music system is such an effective tool for customer
engagement.
Music has a profound effect on creating an experience in retail,
as it is proven to have a positive impact on customer engagement
and satisfaction. Just as importantly, sound has a measurable
effect on dwell time and sales. Feedback from the most successful
retailers suggests that ease of use, a clean and easy-to-understand
interface, premium audio quality, security and program
material that fits their brand in all respects are all important.
We've embraced this feedback and focused on designing our
Atmosphere audio systems, which are used extensively in retail
locations to deliver rich audio content on a flexible and intelligent
platform through a variety of premium-quality loudspeakers. Allowing
predefined zoning, volume and intensity, and scheduling
the right music ahead of time, with the minimum amount of user
interaction, ultimately allows staff to focus on the customer.
CI: What is most often overlooked when installing audio in
retail environments?
Hendry: We see many retail businesses deploying consumer
audio equipment. These don't offer any real security features
60
Commercial Integrator MARCH 2023
coat it in Pepsi blue? Those are the types of
customizations we're offering our customers,
and they're gravitating toward it. "
Indeed, Black believes that customization
is key across retail environments, with
the days of turnkey, out-of-the-catalog
solutions largely being over. " [Retailers]
wouldn't want to buy what their neighbors
are buying, " he explains. " They want
to be able to cross pollinate some of their
ideas. They want to be empowered to
control their own destiny [so] the ultimate
product they get is something that they
had some type of influence in. "
to prevent unauthorized parties from tampering with audio
content, and they won't provide optimal coverage and consistency
through a store. When designing a custom retail store
sound system, even tiny details can make a big difference. It's
most definitely the sum of the parts, adding up to an effective
customer experience. A customized retail sound system should
be built to last. You should not only invest in high-quality
equipment but also consider the need for ongoing support.
How difficult is it to update the system software or the musical
selections? What about continued customer service or maintenance?
Looking ahead helps avoid future issues.
CI: What advice would you give to an integrator whose
firm is deploying sound systems in retail environments?
Hendry: Consider how much interaction the staff should have
with the system. An increased opportunity for employees to influence
in-store music could make them more satisfied and service
oriented and, therefore, increase sales, lead to customers
who are more satisfied and improve the brand image. On the
other hand, businesses may be afraid that their staff will make
suboptimal choices that will result in lower sales and customers
who are less satisfied.
Seamless and consistent coverage throughout the customer
space should be mandatory. When shoppers tend to linger
and browse in a store longer (particularly in fashion retail), they
spend more money. At the most basic level, we tend to move
away from unpleasant sound and toward pleasant sound. Retail
sound systems that deliver loud and distorted music cause
people to leave faster. Higher-quality background music (with
less distortion) and, of course, " the right type " of background
music can be highly influential in consumer spending.
Be mindful of the ambiance you're trying to create, as it will
help you determine and specify the type of loudspeakers you'll
need when installing your retail store music system. Older shoppers
might prefer soft background music, whereas a younger
customer demographic might prefer louder, more upbeat
material. In that case, subwoofers may need to be deployed.
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