As you wait in line at a supermarket checkout, you hear a friendly voice from above informing you that an additional till is now open. Looking up, you spot a sleek, unobtrusive speaker nestled in the ceiling tiles directing its audio beam specifically to your queue – giving those customers waiting in the longest line a head start on everyone else. This effect is achieved through advanced sound directionality, allowing audio to target precise locations without disturbing nearby areas. By carefully designing sound spaces, retailers can create distinct audio zones, enhancing the in-store experience and making announcements feel personal, focused, and relevant to each listener.
Earlier, those same strategically placed speakers pointed you to relevant promotions and tips. “The dress section is having a buy one get one half off sale,” says a voice that seems to follow you through the racks, perceptively highlighting offers most relevant to your place in the store. This dimensional, assistive audio has been brought to life at TKMaxx’s flagship store in White City via Mood Media and their In-Store Messaging service. Mood Media deploys Sound Directions’ CrystalVox speakers to allow their retailer clients to beam highly targeted messaging, music, or announcements to shoppers, tactically enhancing brick-and-mortar experiences.
It’s a clever way for brands to highlight time-sensitive promotions, provide helpful tips, boost engagement, and create modern, personalised in-store adventures. Studies by POPAI and Arbitron have shown the power of these approaches – with 82% of shoppers making unplanned purchase decisions in-store, 80% saying that in-store messaging influences their buying decisions, and 72% finding audio promotions helpful to their overall experience.
For the past 20 years, CrystalVox directional speakers have been used in settings like museums, visitor centres, and high-traffic retail spaces to beam sounds, messaging, or music to targeted locations without audio bleed. The concept debuted back in 2003 at London’s iconic Turbine Hall, becoming integral to Bruce Nauman’s avant-garde Raw Materials exhibit at the Tate Modern. By harnessing precise sound directionality, these installations ensure visitors experience the intended audio without interference from surrounding spaces, creating immersive and focused auditory environments.
CrystalVox products have been transforming spaces through directional audio and enhanced speech clarity for two decades, yet new use cases continue to emerge, reflecting the forward-thinking nature of the technology. As consumers grow accustomed to personalised, on-demand shopping experiences, directional audio presents unlimited potential for engagement, entertainment, and practical communication. Retailers can now create dynamic pathways for messaging, guiding shoppers seamlessly through a store while maintaining clarity and avoiding noise pollution that could distract or frustrate.
With retailers and consumers alike only now starting to realise the benefits of directional audio in elevating shopping experiences, the possibilities are vast. Think beyond sales promotions: announcements, emergency notifications, or interactive exhibits can all benefit from precise audio delivery. The sophistication of sound directionality in these systems allows stores to design an environment where the audio seems almost to respond to the shopper, making each interaction feel personal and contextually relevant.
If you’re a retailer looking to enhance your in-store atmosphere to better connect with customers, the potential is remarkable. Like TKMaxx, you can explore the advantages of directional audio to boost sales and customer experiences by getting in touch with the team at Sound Directions. Their CrystalVox speakers present unlimited possibilities for tactile, dimensional messaging, music, and more – future-proofing physical stores for the next era of retail. Whether designing multi-zone music layouts, targeted promotions, or informational audio guides, precision in sound directionality ensures every listener hears exactly what they are meant to, without distraction or bleed.
Get in touch today to discuss the customisable audio innovations that could transform your locations soon. The sound of the future is already here, and the science of sound directionality makes it possible to create retail spaces that are engaging, immersive, and perfectly tuned to both customers and staff.