Programmatic Audio in Retail: How Targeted In-Store Messaging Drives Up to 10% Sales Uplift

Retail Media has become a strategic priority for retailers and brands alike. Yet when discussing Retail Media Networks, the spotlight usually falls on digital screens, online display or sponsored product ads. Meanwhile, one channel with enormous untapped potential is present in almost every store:

In-store radio and in-store audio.

Modern in-store audio has evolved far beyond background music. Today, it is a powerful, measurable retail media channel — and when combined with programmatic audio, it becomes one of the most efficient tools for influencing shoppers right at the point of sale.

This article explores:

• what in-store audio can deliver today
• how programmatic audio makes it scalable as a retail media product
• which KPIs and sales uplifts retailers can expect
• and best practices and use cases that are already proving successful

1. What In-Store Radio & In-Store Audio Really Mean

In-store audio refers to a curated, brand-aligned audio programme that plays inside the store. It typically combines:

• music programming aligned with brand identity
• editorial elements such as store messaging, promotions or brand storytelling
• advertising slots and retail media spots for retailer and brand partners

The key difference compared to a generic playlist is simple:

Every second of audio is intentional — on-brand, legally licensed and strategically scheduled.

A modern in-store audio setup includes:

• centralised content management (often linked with digital signage CMS)
• dayparting for different customer flows
• playlists tailored to brand, format and audience
• defined ad breaks for retailer promotions and third-party ads
• dynamic rules for volume, spot frequency and local content

Once this highly controlled environment is connected to a DSP, the channel becomes a programmatic audio inventory — ready for targeted campaigns.

2. From In-Store Radio to Programmatic Audio Retail Media

Programmatic audio automates how audio messages are bought and delivered across digital environments — including streaming, podcasts and now in-store systems.

In a retail media context:

• Retailers operate an in-store audio network as part of their media offering.
• Advertisers can book audio placements programmatically, often in the same DSP they use for DOOH or online video.
• Campaigns can be targeted by region, store cluster, category, time of day or loyalty segments.
• Global retailers such as CVS, 7-Eleven, Walmart Connect and Hy-Vee already include in-store audio in their Retail Media Networks.

A strong benchmark:
When Tesco added targeted audio messages to its in-store music, shopper spend increased by around 10% for promoted product lines.

3. Why In-Store Audio Works: Evidence From Studies

Research shows that well-designed audio has a measurable effect on shopping behaviour:

• A University of Bath supermarket field study recorded a 10% sales uplift during periods with pleasant background music — especially during stressful shopping hours (FT.com)
• A Radiocentre meta-analysis found radio advertising generates 9% average sales uplift, with around 2.2% uplift per 100 GRPs.
• An IAB Canada / Leger study found 57% of shoppers feel influenced by in-store audio ads, 58% made a purchase, and 60% considered purchasing later.
• Research on the psychology of retail audio (Vibenomics with Suzy) shows significant increases in brand recall, attention and purchase intent.
• In a programmatic retail media case, a snack brand achieved a 14% in-store sales uplift, driven by first-party data and tailored messaging (Footprints).

Well-designed in-store audio and programmatic audio campaigns regularly deliver high single-digit to low double-digit sales uplifts — while strongly boosting brand metrics.

4. Use Cases: How Retailers and Brands Can Sound Smarter

Use Case 1: Grocery — Seasonal Push + Always-On Audio

Objective: Strengthen seasonal campaigns (BBQ, Christmas, Easter, Back-to-School) and monetise audio as a retail media product.

Setup:

• chain-wide in-store radio with consistent brand sound
• dayparted promotional messages
• additional programmatic audio slots for FMCG brands
• optional synchronisation of in-store audio with DOOH screens

Impact KPIs:

• sales uplift vs. control stores
• higher share of wallet for participating brands
• incremental retail media revenue

Use Case 2: Fashion & Lifestyle — Sonic Branding + Cross-Selling

Objective: Strengthen brand identity and increase conversion inside the store.

Setup:

• curated playlists matching style & audience
• storytelling segments around collections, designers or sustainability
• short cross-selling prompts (“Complete the look”)
• targeted programmatic partner campaigns

KPIs:

• dwell time & fitting room visits
• average basket size
• uptake of promoted add-on products

Use Case 3: Convenience & Fuel — Immediate Activation at the Shelf

Objective: Drive impulse purchases in high-speed shopping environments.

Setup:

• energetic playlists matched to dayparts
• short 10–15 second promos synced with counter-screen DOOH
• programmatic ads triggered by time of day, weather or events

KPIs:

• unit sales uplift vs. baseline
• promo redemption
• uplift for promoted SKUs

5. Best Practices for In-Store Radio & Programmatic Audio

5.1 Treat Audio as a Channel — Not As Background Noise

• Define the role of audio (atmosphere, navigation, activation, media).
• Align sound with brand identity and store design.
• Manage centrally for consistency across locations.

5.2 Develop a Sonic Identity

• Build 2–3 music profiles per store format.
• Use dayparting to match shopper energy.
• Define “no-go tracks” that don’t reflect the brand.

5.3 Create a Clear Audio Ad Product

• structured ad breaks
• spot lengths (10/15/20/30 seconds)
• clean share between fixed and programmatic inventory
• measurable reporting: reach, store coverage, plays, period

5.4 Combine Audio With DOOH & Online

• DOOH builds awareness
• in-store audio activates at the shelf
• CRM & digital channels reinforce post-visit behaviour

6. KPIs That Matter in In-Store Audio & Retail Media

Store & Audience KPIs:

• store coverage
• dwell time
• customer satisfaction (NPS)

Media KPIs:

• campaign reach
• spot contacts per visit
• share of voice
• completion rates

Sales KPIs:

• sales uplift vs. control stores
• basket size & category share
• retail media revenue per 1,000 visitors
• brand metrics (recall, consideration, intent)

Retailers should target mid single-digit uplifts, with low double-digit uplift achievable for strong promotional fit.

7. Implementation Checklist

For Retailers:

1. Audit technology, playlists and messaging.
2. Define sonic strategy per store format.
3. Upgrade to a central, data-ready audio platform.
4. Build a clear retail media product.
5. Integrate with digital signage / DOOH.
6. Launch test-and-learn pilots.

For Brands:

1. Define your role at the POS.
2. Create short, clear audio creatives.
3. Align audio with packaging and shelf presence.
4. Request test vs control analysis.
5. Integrate in-store audio into omnichannel planning.

8. How DMS Helps Retailers Build High-Performance In-Store Audio

As a partner for in-store radio, digital signage and retail media, DMS delivers:

• end-to-end sonic branding & in-store radio content production
• centralised audio and signage operations across all stores
• measurable retail media integration
• KPI-driven optimisation and reporting

If you want your next retail experience to sound as strong as it looks — we’re ready.