Mood Media revamps Asda’s in store experience with new radio station

Mood Media has announced a new partnership with Asda, to take over the chain’s in-store radio.
With Mood research showing that music is the number one factor in lifting a shopper’s mood in-store, and over half (57%) of consumers disengaging if brands make poor music choices, the nationwide rollout of the new station is designed to reinvigorate the shopping experience for both Asda’s customers and colleagues.

“We are so excited to be working with one of the UK’s biggest and most innovative supermarket brands, across so many locations and reaching huge numbers of consumers,” said Paul Hillyer, Head of Creative UK at Mood Media. “Getting so many stores ready for launch since the start of January was initially a daunting task, but one that the team relished. Hopefully Asda customers and colleagues are already noticing the difference and are enjoying the in-store experience more.”

The radio station, which launched on February 2nd, can be heard across more than 600 stores nationwide and plays two pre-recorded shows daily, from 10:00–14:00 and 15:00–18:00. The morning show is presented by former Heart FM host and current Magic FM presenter Nick Snaith, with Virgin Radio’s Amy Voce taking over for the later slot.

“As someone who has spent years working on breakfast shows in commercial radio, it’s going to be a delight hosting a show at a sensible hour, and even better, when it’s for one of my favourite UK brands and friendliest supermarkets,” says Amy Voce, host of the afternoon slot. “I’m loving the variety of songs we’re playing and hearing from the staff and customers, so hope they love it too.”

There will also be an overnight slot hosted by Capital Liverpool’s Drivetime Show presenter Graeme Smith, aimed at keeping colleagues entertained throughout the night. Colleague engagement and input will play a key part in the new station, with Friday takeovers by a different branch each week, including requests, shout-outs and ‘rollback’ hours.

“We’ve completely reinvigorated Asda Radio with Mood. It’s a modern, relevant national radio station that delivers content that not only excites and inspires our colleagues, it also creates better engagement with our customers,” ,” said Andy Murray, Chief Customer Officer at Asda. “The clever use of targeted playlists, colleague shout outs and inspiration and meal ideas coming from well-known DJs means we have really enhanced the in store experience.”

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