Sound surrounds us in various public spaces via warnings, advertisements or music, which can become bothersome and drowning. Directional speakers, also known as parametric speakers, use ultrasonic sound waves to create a focused/localized beam of audio. Unlike traditional speakers that disperse sound in all directions, these speakers project sound in a narrow, targeted path.
This means that only those within the narrow range of the beam can hear the audio, creating a private listening experience, which is especially useful in a public space.
Loud announcements can seem overwhelming and nerve-wracking, yet with the help of localized sound, specific information can be presented in a more efficient and convenient way, reaching the target audience without interruptions.
In our everyday lives, we are swooned by diverse shopping experiences that can become annoying or misleading. Imagine walking down a supermarket aisle and as you approach a specific section, you hear an invitation to try a new product or learn more about the range of products. It’s the potential of directional speakers, a technology that can be used to elevate product placement and customer experience without being too intrusive.
Supermarkets: Aisle-Specific Marketing
Supermarkets are visited by a large number of clients every day all around the world. They offer diverse products from groceries to household items that are specifically distributed to attract customers. When new promotions or items are announced, the goal of the shopping centers is to boost sales. Directional speakers can come in handy for several reasons:
- Targeted promotions
- Product demos
- Personalized recommendations
- Multilingual support
- Minimized noise pollution
Targeted promotions
As customers approach a specific aisle, directional speakers can deliver tailored messages about products on that shelf. This eliminates the need for generic overhead announcements that often get lost in the ambient noise. They could also provide the knowledge of where the products are located, e.g., the Bread section. Rye bread—rye bread top shelf, baguettes, middle shelf.
Retailers can use real-time data to adjust audio messages based on product availability and customer traffic. For example, if a specific item is selling quickly, the speaker can highlight its popularity and suggest related products.
Product demos
Instead of relying on static displays, retailers can use directional speakers to provide audio demonstrations of product features or even recipe suggestions. For example, directional speakers can describe the ingredients for a pasta sauce recipe, which would be accessible at arm’s length for the consumer to collect everything at once without the burden to roam around the store.
By placing complimentary products near each other, and using the speakers to inform the customer about a recipe that uses all of the products, the store can increase the amount of items in a customers basket.
The speakers could also invite the customers for the tasting of a new product and ask them to try it for free. This could not only improve customer satisfaction but also boost sales.
Personalized recommendations
With the integration of customer loyalty programs and in-store tracking, directional speakers could deliver personalized recommendations. They could inform the clients that loyalty card holders can get a special discount for particular items, weekly or daily sales, e.g., buy one, get one free.
Multilingual support
In diverse communities, directional speakers could provide audio in multiple languages, catering to a wider customer base. It could also improve the experience for foreigners who often feel left out when shopping abroad. They could also provide information on vegetarian, vegan or gluten free products.
Minimized noise pollution
Instead of overhead speakers that echo the information throughout the whole store, directional speakers, placed in specific places, can make the shopping experience smoother and more pleasant especially for people who struggle with audio-sensory triggers.
Car showrooms
Directional speakers can be integrated into car interiors or placed strategically around vehicles to provide detailed descriptions of features. As a customer approaches a car, they could hear relevant information about its engine performance, safety features or automotive trim level, creating an immersive and engaging experience.
Salespeople could use directional speakers to deliver personalized presentations tailored to individual customer needs and preferences to make the dealership smoother.
Other applications
Museums and Art Galleries: Directional speakers can provide audio descriptions that are only audible to visitors standing in front of specific exhibits, eliminating the need for headphones. They can also become part of the exhibition to transpire a specific message or effect. For example, the Focusonics directional speakers were used for the Bestiari exhibit at the Venice Biennale to create a soundscape of animal noises.
Retail Stores: Clothing stores could use directional speakers to provide information about the fabrics, designs and care instructions of specific garments.
Airports and Train Stations: Directional speakers can deliver targeted announcements to specific passengers, reducing noise pollution and improving communication. Read more about crowd management solutions using directional speakers at airports.
Final remarks
Directional speakers can enhance customer engagement by delivering targeted audio in shopping centers, supermarkets and similar retail places. They can inform about personalized promotions, product demonstrations and also provide multilingual support, while minimizing noise pollution. Installing localized sound equipment boosts sales, improves communication and creates a more pleasant environment, offering a more tailored and efficient experience.
