News

Audiobrain joins Red Chariot's retail collaborative

May 31, 2011

Red Chariot, a Minneapolis-based retail collaborative, has announced that Audiobrain, a sonic-branding firm, has joined the collaborative. Audiobrain's role is to support Red Chariot's initiative to provide retailers and consumer-product companies with insights about creating a more compelling retail experience.

“Audio branding is the most overlooked aspect of creating a true shopping experience,” said Mark Murray, Red Chariot’s managing director. “Audiobrain has turned sonic branding into an art form while employing a discipline that takes the sound and music out of individual user preferences and creates, instead, for the brand.” Audiobrain is based in New York.

The Audiobrain team will help retailers and brands develop audio assets, typically a combination of music and sound, to utilize customer touch points. Whether it’s on-hold music, store entrances or on a website, Audiobrain is able to develop a sound package for a brand and/or retailer.

“Brands and retailers cannot sell the way they used to. Today’s consumers are far more sensory savvy. Sound has a huge impact on buying behavior and overall affiliation with a brand,” said Audrey Arbeeny, owner of Audiobrain and Emmy award-winner for the company’s work on NBC Television's broadcast of the 2008 Beijing Summer Olympics.

Red Chariot’s retail collaborative consists of partners with industry expertise who are accessible to retailers and retail brands. Through interactive and collaborative venues, these partners work with Red Chariot team members to uncover specific retail challenges and find solutions with the motive to enhance each aspect of the customer experience.

Architectural Systems Inc. and Hera Lighting have already announced partnerships with Red Chariot.