This is the final article of a three-part series, in conjunction with Audiebant, looking at the implications for retailers from the just-enforced Martyn’s Law. What actions do they need to consider in order to address its implementation within the UK.
With zoning in place across their audio systems, retailers can leverage extra value out of their kit beyond it being solely a solution to address safety and protection issues. Plenty of retailers have in the past attempted to operate their own radio stations with a DJ and included promotional messages. The power of such activity is massively enhanced by the use of zones and the messaging could be extended to also include information about upcoming sales, offers and events in specific parts of stores or shopping centres.
Such a capability is especially relevant to large multi-floor properties and department stores – with messages being tailored to promote just those products and services within specific zoned areas. At the start of the day the retailer could pre-select what time certain promotions are to be relayed to the relevant floors and departments.
Such activity very much aligns with the current move by retailers towards implementing retail media networks that incorporate advertising, promotional activity and loyalty programmes across multiple channels. Much of this in physical stores has been centred on introducing digital screens whereas little consideration has been made to bringing audio into the mix. This is potentially a mistake that could easily be addressed, particularly in view of the ‘white noise’ perceptions of digital screens in busy environments.
The audio component does not have to be limited to the confines of buildings because the Audiebant solution can be extended outdoors through a portable module that comprises a mobile unit on wheels, which includes the necessary speakers and connectivity – utilising the same user interface.
Such a solution has been used at The Open Golf and by various local councils for outdoor activities. There is plenty of potential for these units to be hired out for other live sporting events and music festivals. When considering the management of large groups of people, the use of mobile solutions positioned in certain areas can be used to very effectively control crowds through the relevant zoned and targeted messaging.
As well as being used for safety and protection of the crowds at The Open, for example, they were also deployed to enhance the customer experience. As people arrived, the messaging informed them where to go. It was, therefore, a lot easier to handle the thousands of people arriving at a similar time. As the crowds departed the event, the messages then provided important information, such when the bars were closing, when the coaches were leaving, and when the gates were due to close. It made the organisation of the event much easier for the security personnel over and above the solution’s capability to manage serious incidents should they occur.
Protecting retail employees can also be enhanced by the Audiebant app’s forthcoming use of geo-location capabilities that will enable it to provide lone worker emergency protection. If a member of staff is in trouble, they can simply press a button and it will alert the organisation to their exact location. It will also have a check-in and check-out time function that would alert the company to any failure by an individual to register their circumstances within the expected timeframes.
The latest emerging technologies mean existing PA systems can easily be upgraded into zoned and automated multi-lingual systems to enable all customers and staff, wherever they are, to receive the right instructions at the right time, thus reducing risk and potentially saving lives.
Such initiatives are fully supported by the Police and Counter Terrorism agencies who spent two years investigating the most effective form of moving people to safety during the evacuation of a building and utilising safe zones. They found that the best form is audio within a zoned environment.
Under the new Terrorism (Protection of Premises) Bill, better known as Martyn’s Law, which came onto the statute books earlier this year, staff at all UK venues or units with a capacity of more than 200 people now need to undergo evacuation training, and sites with more than 800 people also need extra measures such as security staff. Businesses in the first category will have to put in place procedures to reduce harm to the public in the event of an attack. These include training employees to lock doors, close shutters, and identify a safe route from the premises.
The legislation is a landmark step in strengthening public safety across the UK and applies to a wide range of premises and events. Figen Murray OBE is the lead campaigner for Martyn’s Law, after the death of her son, Martyn Hett, who was one of 22 people killed in the Manchester Arena bombing in 2017.
She said: “Martyn’s Law is a piece of legislation that mandates that venues have to keep customers and staff safe from terrorist attacks, so that every member of staff, from the CEO to the cleaning person, knows how to lockdown a building, how to evacuate, how to invacuate and how to communicate to keep themselves, their customers and staff safe.”
It puts an onus on premises, following recent attacks, to demonstrate that all four of these tenets of the act have been fully met to avoid the risk of potential compensation claims, with retailers and businesses fearing possible negligence liability.
The second category for premises with a larger capacity are required to put in place stronger measures, such as installing equipment, including CCTV and ground-breaking new technology, such as Audiebant’s AI-powered multi-directional and multi-layered messaging system. This uses audio and other technologies to enable different messages to be sent live to different customers or staff on different levels or in different zones, for instance, guiding customers away from danger or multi-faceted evacuations in the event of an incident, providing peace of mind for retailers, customers and staff.
Supported by:
https://www.retailinsider.com/2025/07/leveraging-value-from-audio-systems/