Woolies revives Woolworths Radio, this time with ARN & more Aussie music
Woolworths is looking to transform its in-store audio experience via a new partnership with ARN.
The “dynamic in-store radio solution” includes custom-built technology and a number of bespoke in-store radio stations to suit different customer demographics, time of day and geographical locations.
Back in 2016, the supermarket giant partnered with Pandora to create Woolworths Radio. At the time, it was described as “the ultimate in-store music experience”. Pandora, however, exited the Australian market in 2017.
Now ARN’s iHeartRadio Australia has taken charge. The platform said it will support and champion local artists with listeners hearing an increase in music from Australian musicians. It will spotlight up-and-coming singers and feature call outs when listeners are about to hear another Aussie classic.
Once customers leave the store, they can continue to tune into Woolworths Radio via the iHeartRadio app available on their mobile, in their car or via smart speakers.
Woolworths’ chief marketing officer, Andrew Hicks, said the audio experience had been programmed according to customer, team member and supplier needs.
“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,” he said.
“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 was an industry-leading platform.
“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,” he said.
“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.”
Woolworths’ rival Coles has its in-store radio and DAB+ station, Coles Radio, programmed by NOVA Entertainment. Coles Radio in the most recent DAB+ ratings survey was #1 in Adelaide and Brisbane and #2 in Sydney. It boasted a cumulative audience of 298,000 across the five capital cities, up 24,000 from the prior survey.