Liquor retailer, BWS, is rolling out Internet radio services across its Australian stores, which play songs based on the musical tastes of customers living in particular postcodes. Internet radio service, Pandora, has started streaming ‘locally-curated’ music stations for each BWS store, which includes Dan Murphy’s, Cellarmasters, and Pinnacle Liquor. These stations play songs that Pandora users in each postcode enjoy listening to. This is expected to enhance the customer experience and ultimately, result in an uptick in sales for the retailer. The service – dubbed Pandora for Business – will be rolled out to 71 BWS locations across New South Wales starting with stores in Quakers Hill and Rouse Hill this week, Rick Gleave, director of business development at Pandora Australia and New Zealand told CIO Australia. It will then be rolled out across hundreds of stores throughout the country. Pandora has partnered with Mood Media, a provider of in-store customer experience solutions, to roll out the service. Mood provides stores with a media player that enables them to stream Pandora music and slot in radio advertising between songs, he said. The service is driven by Pandora’s Music Genome Project, a hand-built musical taxonomy. Up to 450 distinct musical characteristics are analysed by a trained musical analyst. According to Pandora, these attributes capture the musical identity of a song and the significant qualities that are relevant to understanding the musical preferences of listeners. The Music Genome Project’s database is built using a methodology that includes the use of precisely defined terminology, a consistent frame of reference, redundant analysis, and ongoing quality control to ensure that data integrity remains reliably high, according to Pandora. It does not use machine-listening or other forms of automated data extraction, the company said. Gleave said Pandora was overlaying data about the current listening habits and likes of Pandora listeners in the postcodes around each BWS store with demographic information provided by the retailer. “This gives us a very good indication of the sorts of music people are going to want to listen to in these different stores. It doesn’t stop there, we’ve got very aggressive 12 month marketing plans for each year of this contract – it’s a three-year deal,” he said. “And we are going to look at redefining that sound over the course of that relationship.” Meanwhile, BWS-branded radio stations will also be made available to stream for all Pandora users, which extends the experience beyond the store, Pandora said. This is Pandora’s first entry into the Australian retail market since the company launched here two years ago. Since then, Australians have streamed 190 million hours of music using the service. Gleave said the organisation was speaking to other retailers in Australia but declined to name them. Follow CIO Australia on Twitter and Like us on Facebook… Twitter: @CIO_Australia, Facebook: CIO Australia, or take part in the CIO conversation on LinkedIn: CIO Australia Follow Byron Connolly on Twitter:@ByronConnolly Related content how-to How to create an effective business continuity plan A business continuity plan outlines procedures and instructions an organization must follow in the face of disaster, whether fire, flood, or cyberattack. Here’s how to create a plan that gives your business the best chance of surviving such an By Mary K. Pratt, Ed Tittel, Kim Lindros Dec 07, 2023 11 mins Small and Medium Business IT Skills Backup and Recovery interview WestRock CIDO Amir Kazmi on building resiliency Multidimensional resiliency is vital to setting yourself, your teams, and your organization up for success. Kazmi sets the tone at WestRock by recognizing the pace of change, instilling a learning and growth mindset, and being transparent with his te By Dan Roberts Dec 07, 2023 8 mins IT Strategy Staff Management IT Leadership feature Il nuovo ruolo dei CIO: orchestrator-in-chief I CIO hanno una visione unica e privilegiata su tutto ciò che accade in un'azienda. Alcuni di loro la usano per far diventare il loro ruolo ancora più strategico. By Minda Zetlin Dec 06, 2023 12 mins CIO C-Suite Business IT Alignment brandpost Sponsored by FPT Software Time for New Partnership Paradigms to Be Future-fit By Veronica Lew Dec 06, 2023 5 mins Vendors and Providers Podcasts Videos Resources Events SUBSCRIBE TO OUR NEWSLETTER From our editors straight to your inbox Get started by entering your email address below. Please enter a valid email address Subscribe