Pandora is to broadcast curated playlists in-store at retail chain BWS, interspersed with in-house ads for the liquor store and an ident telling customers the music is delivered by the streaming service.
The playlists have been curated using a mix of data gathered by BWS about its customers and Pandora information which drills down into local listening habits, based on postcode proximity to the stores.
As of next week, Pandora will begin to stream the playlists and adverts at 70 BWS stores in NSW. As part of a three-year deal with the retail chain, the roll-out will go national soon after.
The branded "BWS Radio" will also be made available to stream for all Pandora listeners, extending the experience outside of the stores.
To implement the technology behind the in-store music platform, Pandora partnered with Mood Media, the provider of in-store music solutions.
Rick Gleave, director of Pandora ANZ business development, said: “Our partnership with BWS not only enables us to provide a personalised service for BWS consumers across Australia, but it also highlights an opportunity for our product to reach a wider audience since launching in Australia more than two years ago.”
Kristen Linders, BWS head of marketing added: "At BWS we aim to make our customers' in-store experience special every time they shop with us. Through our partnership with Pandora, customers can enjoy a curated music experience based on the listening habits of the local community."
Email Nicola at nicolariches@yaffa.com.au.