We did a trial at the start of the year after 98% of store colleagues told us they wanted to keep the radio, with the majority (88%) also feeling it needed to be better.
Our old service was broadcast via satellite, meaning our content was one-size fits all, and feedback from colleagues told us our adverts and songs could be quite repetitive. But now we’ve gone digital we can broadcast locally and really get closer to what our customers and members care about.
We can play bespoke messages by store, meaning we can talk about new product development, local deals and ranges, communities and local causes. We can also feature community and colleague call-outs and talk about local events.
Our new shows are hosted by regional presenters in Scotland, England and Wales, with songs by regional artists, giving our radio a more local feel. And we can record daily to help us stay fresh and relevant; whether that be in conversations about food trends and ethics, or Fairtrade and local causes.
It’s been great to hear how colleagues have been interacting with the new radio on social media. We’ve seen loads of examples of colleagues using #CoopRadio to shout about the great work going on in communities, and to share their favourite products!
We saw our sales and customer satisfaction scores increase in the stores who helped us trial the new radio, so I’m really excited to see it making its way to all stores.
You can hear more from the colleagues who were involved in the trial below or you can read the transcript.
Head of Digital Comms, Food