CONSIDER this. You walk into a store, a shop or a mall. And instantly, you are captivated by the experience. The visuals are striking. The smell is enticing. And the sound catches your attention.
It’s a multi-sensory experience and it is being used as the new courtship language of tech retailers.
AudioWav Media, Inc. or WAV, the pioneering technology company in the Philippines, has been helping brands move their customers’ eyes away from the screen through a customized multi-sensory experience.
WAV’s propriety platform allows technology companies and brands to shift their marketing efforts away from mobile screens by creating a complete brand experience, which focuses not only on visuals, but sound and scent as well.
“We are constantly innovating the technology to make stores intelligent,” said Caloy Hinolan, President and CEO of WAV. “Mobile campaigns often come with two-pronged results: they provide a great potential for customer engagement when successful, but it’s precisely for this reason that everyone is trying to grab their customers’ attention through mobile screens.”
Hinolan adds: “Through WAV, technology retailers can break past the visual barrier and penetrate the market of screens and streams by curating and expanding consumer spheres using exclusive multi-sensory marketing.”
A self-made technology expert, Hinolan has been spearheading WAV since its inception in 2003, equipping tech retailers such as Globe and PowerMac with the advantage of customized multi-sensory solutions. WAV’s strategic innovations include in-store scenting and hardware installation (such as directional speakers), which can be utilized to complement or strengthen the visual elements of the brand experience.
“At WAV, our goal is to empower tech retailers with the capability to seamlessly and simultaneously synchronize the music, scent and signage according to the precise branding requirements of their businesses,” Hinolan said. “Through our atmospheric branding services, these digital-driven companies can reach out and strengthen their connections with customers—even when they’re busy tinkering on screens and pondering on gadget features—thus creating brand awareness and establishing brand equity.”
And ultimately, sell the product.
But WAV technology isn’t just about selling. It also cuts into a lot of industries.
“We have hotels, wherein the lobbies are scented and lounge music is provided. We have fastfood chains, wherein we want the turnover of tables to become faster with the upbeat music. We have malls from Greenbelt 1 to 5, wherein the shoping experience is there. We also have casinos, gaming wherein we provide also the music. If it’s a Japanese restaurant, it’s Japanese music playing. If it’s a fine-dining restaurant, fine dining music is played. We are also into gyms, wherein music is conducive to working out,” said Hinolan.
“This is not just about standing there, looking good and expecting to sell. You cannot just win customers by smelling and looking good. It’s a chain of experiences that we’re trying to complete. And we go back to technology allowing us to do that,” said Hinolan.
Hinolan added: “It’s a world of good vibes. We are creating positive consumer spheres that when you enter a shop, WAV and our partner take care of you. And in just a few minutes, you experience something positive.”