ARN and Woolworths have partnered to introduce enhanced in-store radio, using audio technology to customise programming for customers and team while increasing marketing opportunities for the supermarket’s supplier partners.
ARN’s iHeartRadio Australia Network worked closely with Woolworths and ad serving platform provider, Adswizz, to develop the dynamic in-store radio solution. This includes using custom built technology with high audio quality and creating a number of bespoke in-store radio stations to suit different customer demographics, time of day, and geographical locations with the aim of elevating customers’ shopping experiences.
To support and champion local artists, listeners will hear an increase in music from Australian musicians, including up and coming Australian singers and call outs when listeners are about to hear another Aussie classic.
Using advanced software and automatic ad-insertion technology through Woolworths’ media business, Cartology, advertisers and brands can now reach customers in a more personalised way, with campaigns capable of being executed almost instantly and targeting one Woolworths supermarket for a few hours, or every supermarket in Australia, depending on the client’s needs.
Once customers leave the store, they will have the opportunity to continue their listening experience via the free iHeartRadio app, available in-car, on their mobile and via smart speakers.
Woolworths chief marketing officer Andrew Hicks (pictured) said, “With millions of listeners every week, we’re pleased to partner with iHeartRadio to enhance our in-store radio and improve the experience for our customers, team, and supplier partners.
“The iHeartRadio music in store has been programmed to reflect the needs of our customers across different times of the day; from morning trips to the local Woolworths in suburban locations to rush hour on the way home to an inner-city Metro store.
“The new stations were trialled with team members to ensure the music selection also met their needs, offering a range of music that is uplifting while they run the store and support customers.”
ARN’s CEO Ciaran Davis said, “Woolworths Radio is an innovative collaboration between ARN, Mood Media and Woolworths to develop an industry-leading audio platform that will enhance the customer experience and deliver exceptional opportunities for the supermarkets supplier partners to engage with shoppers’ opportunities.
“We know iHeartRadio has a unique ability to engage and connect with listeners across Australia and this solution is going to reach millions of people each week and is another great example of the innovative audio solutions we can provide to our commercial partners.”
Ciaran Davis
Woolworths Radio can be heard at all Woolworths stores nationally and on iHeartRadio Australia.