Why Retail Brands Are Adopting An Audio Strategy

Today’s most successful retail brands don’t just sell products — they create culture.

From Glossier’s beauty ethos to Allbirds’ sustainability stance, retail has become as much about what a brand stands for as what it sells. That shift is changing how retailers show up in the world — and where they spend their marketing dollars.

One place they’re showing up? Audio.

From the trusted voice of a favorite podcast host to the familiar sound of a local radio DJ, more retail brands are moving toward channels that feel personal, immersive, and high-trust. Whether the goal is niche targeting or broad reach, audio is where attention is focused, voices are trusted, and brand stories actually land.

Here’s why retailers are rethinking their media strategy, and why podcasts and radio are becoming a key piece of the puzzle.

Retail Is Becoming a Media Game

You’re not just competing on product or price anymore — you’re competing on story.

Shoppers want more than a transaction. They want to feel connected. They want to discover brands that align with their values, style, and lifestyle.

That’s why brands like Mejuri, Away, and Outdoor Voices are investing in content-rich marketing strategies — long-form newsletters, founder interviews, influencer collabs — anything that deepens the brand experience.

Audio advertising fits perfectly into this shift. It’s not just a performance channel — it’s a storytelling platform.

Why Podcast Ads Work for Retail

1. Listeners Actually Pay Attention
Podcast ads are heard. Often fully. And they’re delivered by hosts who have built loyalty, credibility, and community over years.

When a host reads your brand message, it feels like a personal recommendation, not an interruption. That attention translates into action: 55% of sports and social podcast network listeners have visited an advertiser’s website after hearing an ad, and 40% have gone on to purchase the product. (Sport Social Pdocast Network Listener Survey 2024)

2. They Reach Passionate Niches at Scale
Podcasts let you meet customers where their interests already live: fashion, fitness, wellness, design. You can zero in on the cultural pockets that align with your audience.

3. They Build Brand Affinity — Not Just Clicks
Sure, podcast ads drive measurable performance. But they also do something most digital ads don’t: build emotional connection. When your brand voice is woven into a story someone chooses to spend time with, it sticks.

This is especially valuable for retail brands aiming for long-term growth, where loyalty and repeat purchase matter more than one-off conversions.

Why Radio Still Matters for Retail

1. Unmatched Reach and Frequency
Radio continues to be one of the UK’s most powerful media channels. Nationally, 89% of UK adults tune in weekly, a level of consistency few platforms can rival (Radiocentre). And within the Communicorp UK TSA, RAJAR reports 3,695,000 weekly adult listeners (Q2 2025, ending June). That scale means retail brands can deliver their message to millions of engaged listeners week after week.

2. A Trusted Local Connection
While podcasts excel at niche targeting, radio builds powerful community ties. Local DJs and stations hold credibility with their audiences, often acting as cultural connectors in their regions. Research shows that 80% of adults view radio as trustworthy, higher than newspapers and TV (Katz Radio Group). Meanwhile, 77% of listeners say they trust ads on local radio, creating a “trust halo” effect that benefits retail brands (Hispanic Media Consultants).

3. Proven to Drive Action
Radio doesn’t just build awareness — it inspires purchases. Nearly 48% of consumers report buying a product after hearing a radio ad (World Metrics).

4. A Perfect Complement to Podcasts
Radio and podcasts don’t compete — they reinforce one another. Radio delivers scale and frequency, while podcasts provide depth and intimacy. Together, they give retail brands the ability to reach wide audiences and build meaningful connections.

Audio Advertising Isn’t a Trend

It’s a signal that retail brands are thinking bigger.

They’re not just buying media space — they’re buying meaningful moments. And in a world where attention is fragmented and trust is rare, podcasts and radio offer something that’s increasingly hard to find:

• A quiet space.

• A trusted voice.

• A chance to be heard.

If your retail brand is ready to move beyond the feed and into the ears of your next customer — whether through the intimacy of podcasts or the broad reach of radio — this is where the conversation starts.