Audio & Video Aren’t Just ‘Flash.’ They Create Measurable ROI.
In our age of online shopping, many retail brands worry that brick-and-mortar stores are now a defunct concept. But if this were the case, then why is Amazon itself opening physical stores?
The truth is, brick-and-mortar is still fun for your guests and lucrative for you when done right. Despite our assumptions, 40 percent of consumers make at least one purchase in-store per week, while only 27 percent make a weekly purchase online. Research even shows that when a retailer opens a new physical location, its online traffic increases by 37 percent.
People want to see, touch, and experience clothes and goods in person. And you can enhance that experience with the power of AV, creating an atmosphere that people love to visit and linger in.
Coming off the PUMA flagship store project in Las Vegas, we chatted with Ken Newbury, our Senior Vice President of Technology & Engineering, about AV’s real impact on retail experiences.
What Made the PUMA Flagship Project a Success?
“The Puma flagship is one of our best examples of experiential retail. The exterior featured LED displays shaped into the Puma logo to deliver creative, dynamic content. Inside, interactive zones invited visitors to play games, test their skills, or step into F1 simulators supported by custom curved spectator displays.
Our role was the ‘glue’ tying these systems together for a seamless performance and integration across partners.”
Beyond Video Walls and Displays, is There Another AV Aspect Worth Exploring?
“Absolutely. While video walls remain a powerful tool, audio is often the underappreciated driver of retail experiences. A great sound system or acoustically tuned space can set the tone for how long people stay and whether they’ll associate the visit positively with the brand.
Poor audio environments (restaurants so loud you can’t hold a conversation, for instance) drive customers away. Acoustics influence whether people linger or leave. A balanced, well-designed audio environment ensures the experience is memorable for the right reasons.”
In What Ways is AV Underutilized in Retail and Hospitality?
“Too often, technology is limited to background music or static signage. Retail brands that lean into interactive experiences, such as gamified zones, immersive storytelling walls, or event-ready setups, see greater ‘stickiness.’
Especially today, when social media is a key marketing channel, we consider AV elements that create content-ready moments for visitors.”
What’s a Common Misconception Retailers Have About AV Integration?
“Many retailers assume AV spend is just ‘flash’ without measurable ROI. But modern consumers, especially younger ones, expect tech-driven engagement. Without it, a store risks fading into the background.
AV isn’t just an expense. It’s a differentiator that builds brand connection, loyalty, and recognition long after the visit.”
Are There AV Components That Retailers Don’t Think They Need Until They Experience Them?
“Often yes. Superior audio systems, for example, can be overlooked until a decision-maker experiences the difference firsthand. Similarly, building in flexibility, like provisions for DJ booths, PA systems, or event-ready video setups, adds huge value when a space hosts activations or product launches.
These features may not be requested upfront, but quickly become indispensable once experienced.”
McCann is a GACEP Member. What is GACEP, and How Does it Enhance Our Retail AV Services?
“GACEP is the ‘Global Association of Customer Engagement Professionals’, an international community that helps businesses through customer-centric conversations.
Membership in GACEP connects us with peers and innovators in customer engagement, helping us stay at the forefront of how people interact with spaces. For retail clients, that means our AV designs aren’t just technically advanced; they’re informed by the latest insights into human behavior and brand storytelling.”
Let’s Design an Incredible Brick-and-Mortar Experience
People are searching for meaningful and memorable in-person experiences more than ever. Let’s leverage audiovisual technology and storytelling to make your retail store a popular destination in your city.
Contact McCann Systems for a free consultation with our AV experts today.
