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In-Store Audio: InComm Payments™’ Holiday Strategy to Drive Incremental Revenue at the Point of Sale
InComm Case Study
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Executive Summary
In November 2024, DG Media Network (DGMN) partnered with InComm Payments™ to launch a targeted in-store audio campaign aimed at driving incremental sales of gift cards during the holiday season. By leveraging DGMN’s expansive in-store audio network, the campaign reached Dollar General customers at the point of purchase, influencing holiday gift-buying decisions and delivering measurable results.
Brand Background
InComm Payments is a leading provider of prepaid products and payment technology. Its vast selection of dining, gaming, shopping and entertainment gift cards holds strong seasonal relevance at Dollar General, serving as convenient, high-appeal gift options for holiday shoppers. With broad consumer appeal and adjustable gift card values, InComm Payments’ gift cards are a key driver of the brand’s holiday portfolio, resonating with Dollar General’s value-focused customer base.
Challenge and Campaign Objective
DGMN was tasked with delivering meaningful impact for InComm Payments throughout the entire holiday season and driving consideration of gift cards as a highly personal and unique gift option. The campaign focused on driving incremental Gift Card sales for InComm Payments by connecting with holiday shoppers through engaging and high-impactful messaging while they are shopping.
Strategy and Execution
To meet this objective, DGMN recommended leveraging its in-store audio network with messaging tailored for immediate conversion. The radio spots were strategically designed to interrupt the shopping experience and direct attention to the gift card display, featuring multiple brands and a clear call to action centered on product location in-store.
The campaign ran from November 24 to December 22, aligning with peak holiday shopping behavior and maximizing exposure to time-sensitive buyers.
Two 15-second audio spots aired on an alternating basis across participating stores, reaching approximately 275,000 unique, high-intent shoppers per week. Played at a higher volume than ambient store music, the spots were crafted to capture attention with seasonally relevant messaging, increase dwell time, and drive incremental sales of InComm Payments gift cards.
Philip Giese, Key Account Manager – Marketing
Results
DGMN provided closed-loop reporting to measure campaign performance. As a direct result of the in-store audio activation, InComm Payments achieved a $5.57 incremental return on ad spend (iROAS) and generated $278.3K in incremental sales.
$5.57
IROAS
275K
UNIQUE SHOPPERS REACHED PER WEEK
$278.3K
INCREMENTAL SALES
Key Takeaways
DGMN’s in-store audio network includes 3,000 Dollar General locations as of June 2025. This scale enables advertisers like InComm Payments to reach shoppers in a high-impact, conversion-ready environment.