Pandora, a leading internet radio service, recently announced it has partnered with Australia’s largest convenience liquor retailer, BWS, to bring consumers the ultimate in-store experience by launching an exclusive, curated music platform across BWS stores nationwide. The partnership marks Pandora’s first entry into the Australian retail market, with a first-of-its-kind integration.

Beginning in late March, Pandora will stream “locally” curated music stations for each participating BWS store.  The music stations are based on the postcodes surrounding each store, and will spin songs that are similar in taste for Pandora users based in those postcodes. The branded BWS radio stations will also be made available to stream for all Pandora listeners, extending the experience beyond the store.

The result is an all encompassing Pandora-BWS branded experience, which uses Pandora’s intelligent music selection – The Music Genome Project, a deeply detailed hand-built musical taxonomy, which powers the personalisation of Pandora internet radio by using musicological DNA.

To implement the technology behind the in-store music platform, Pandora partnered with Mood Media, the world’s largest integrated provider of in-store customer experience solutions.

Rick Gleave, director of Pandora ANZ business development, said of the collaboration, “Our partnership with BWS not only enables us to provide a personalised service for BWS consumers across Australia, but it also highlights an opportunity for our product to reach a wider audience since launching in Australia more than two years ago.”

Pandora provides a personalised streaming radio service for music lovers nationwide, as more than 190 million hours of music has already been streamed to Australians. By supporting BWS, in creating a unique and one-of-a-kind integrated in-store experience, Australians can discover new music on Internet radio.

Kristen Linders, Head of Marketing BWS said “We are thrilled to be partnering with Pandora for an Australian retail first. At BWS we aim to make our customers’ in-store experience special every time they shop with us. Through our partnership with Pandora, customers can enjoy a curated music experience based on the listening habits of the local community.”