co-op shoreditch

The new radio service will include a tailored music library with regional artists as well as information on local events

The Co-op has launched a new in-store digital radio service that allows the retailer to deliver more regionally relevant content.

The society has replaced its one-size-fits-all satellite transmission with the new targeted digital approach, which it has developed with Derbyshire-based Imagesound.

The new radio service will include a store-led tailored music library with regional artists. It will also feature colleague and community call-outs and information on local events.

It will aim to drive up member engagement through ‘meet the producer’ features, which will build awareness of smaller local suppliers, new product development and products with lower depth of distribution. It will also focus on local good causes, which the retailer supports through its membership scheme.

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The new service will also include dedicated programming, from the likes of Swansea-based broadcaster Jay Curtis, who will host a daily, four-hour show from 4pm to 8pm on weekdays in Wales.

Yasmin Zemmoura will host a daily show across Scotland and Northern Ireland. Zemmoura, who used to work for Heart Scotland, comes from Fife but lives and works in Belfast.

“Music, food and good conversation are the perfect ingredients to bring people together. Co-op’s aim is to be at the heart of local life, connecting communities and getting closer to our members and customers - what they want, need and, care about, said Co-op food director of marketing communications Amanda Jennings.

“Our aim is to use engaging, interactive content which is recorded daily to ensure it can be fresh, relevant and reactive. We aim to create debate and conversation, and this can include talk about food trends, policy and ethics, health and wellbeing, Fairtrade and local campaigns and causes. Our members, customers, colleagues and communities are at the heart of the channel’s purpose. It is a move which can build brand knowledge, advocacy and affiliation through greater levels of targeted engagement.”

The switch follows a survey of Co-op staff in which 98% said they wanted to keep in-store radio. However, the majority also felt improvements were needed.