Woolworths Partners With ARN To Create New In-Store Custom Radio



Woolworths has partnered with ARN for a new in-store radio experience that it says will personalize programming for customers while providing more targeted advertising for B2B partners.

The latest national in-store radio service is powered by ARN’s ad serving and iHeart Radio platform, Adswizz, and will use proprietary technology to create several bespoke in-store radio stations aimed at better responding to the time of day, customer demographics, and geographic locations. There is also a mandate to include more Australian musical artists in the mix, with calls to showcase these local musical acts.

Woolworths’ media division, Cartology, is also applying ad insertion technology and software to place audio ads more dynamically, running in near real time and targeting the location of the Woolworths store, time of day, for a few hours or longer depending on customer specifications.

The in-store audio experience will also be available through the iHeart Radio app outside of Woolworths locations for consumers via the app, in-car capabilities or smart speakers.

Woolworths chief marketing officer Andrew Hicks said the new offering is aimed at improving the experience for customers, suppliers and teams.

“IHeartRadio in-store music has been programmed to reflect the needs of our customers at different times of the day; morning trips to local Woolworths in the suburbs during rush hour on the way back to a downtown Metro store, ”he said.

“The new stations were tested with team members to ensure the music selection met their needs as well, delivering an uplifting range of music while they run the store and support customers. ”

ARN CEO Ciaran Davis said the collaboration between his company, the media solutions agency, Mood Media and Woolworths represents a cutting-edge audio platform to enhance the customer experience while providing supplier partners with new opportunities to seize the opportunities of buyers.

“This solution will reach millions of people every week and is another great example of the innovative audio solutions we can provide to our business partners,” he said.

Coles also has its own in-store radio offering, available through iTunes, Windows Media Player or the DAB + radio app.

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