![]() ![]() Shopper Helena Harris and son Benjamin, 16 months, groove to the music with Coles Richmond staff team member Emma Wroblewski and store manager Michael Eliades. “You can go home and listen to Woolworths radio and within that there’s offers and specials that will drive customers back into the stores.” “That gives Woolies the opportunity to have a relationship with that customer beyond the store,” Gleave said. The advertising - while less than a regular radio station - makes supermarket music a big business. ![]() Pandora’s BWS station plays faster tempo music as customers generally spend less than five minutes in store, while supermarket shopping times can be over 20 minutes. If the music makes you want to stay a bit longer because you’re enjoying yourself that’s a good thing for their business and maybe you too.” You want to go into a place and feel good about being there. As long as we’re aware it’s happening I don’t have a problem with it. “You can be sure if supermarkets are spending money on music playlists they’ve done research into the power of music to target people’s moods. Saturday night shoppers will hear party music, Sunday morning shoppers something more chilled.ĭr Glen Hodges, Deputy Head of Music at the University of Tasmania, said the power of music to change or enhance moods is something that can be harnessed. On weekday afternoons, where parents are shopping with children before dinner, you’ll hear Top 40 hits (with safe lyrics) designed to keep people in stores longer by providing family entertainment. Shoppers generally hear slower songs of a morning, with the energy picking up as the day unfolds. Screen grab of Woolworths Radio, powered by streaming service Pandora Supermarkets are now making playlists that mirror commercial radio stations, changing mood and genre throughout the day and night - and complete with lucrative ads. And working with record labels in order to build the profile of up and coming artists is absolutely key.” These are numbers that cannot be ignored. “This relationship we have with Woolies is exposing music to 17 million shoppers per week in 970 stores. “Retail music is the new media,” Gleave said. Where supermarket music used to resemble elevator music, it’s now a burgeoning way to break new Australian artists. But if the staff don’t like it as well they’ll turn it down and we don’t want that to happen.”Įighteen months ago streaming service Pandora made specialised playlists for alcohol retailer BWS, which led to a partnership with its owner Woolworths that began a year ago. ![]() “We want to play music in stores that is great and gets people singing along or dancing in the aisles. “Historically retail outlets used to have the same music on a loop which will eventually drive customers - and staff - insane,” Rick Gleave of Pandora says. Supermarket giants are now using strategically designed playlists to make customers sing and dance in the aisles with familiar and feel-good pop hits. Gone are the days when grocery shopping was soundtracked by bland, easy-listening muzak. SUPERMARKETS are becoming the new nightclubs.
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