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Venturenet Partners launches in store broadcasting network, ‘Spot Radio’

25-August-2011
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Venturenet Partners launches in store broadcasting network, ‘Spot Radio’

Venturenet Partners Pvt Ltd has announced the launch of Spot Radio, a digital in store radio network that offers audio branding services to a variety of clients across multiple industries, including retail, hospitality, food & beverage and fitness.

Spot Radio, works with businesses to create the perfect playlist for their brands, utilising a massive database of music that spans several dialects and genres, ranging from instrumental and electronic ambient music, to tracks from Indian cinema and the latest chartbusters from the US and the UK.

Commenting on the new offering, Anil Srivatsa, Director, Venturenet Partners Pvt Ltd, said, “With Spot Radio, we aim to build music associations that not only subtly connect a customer to a brand, but also contribute to overall in-store customer experience, by giving customers the music they love while browsing, eating, shopping, exercising, etc. Music is a great equaliser that appeals to all ages, demographics and cultures, and can directly induce customers to stay longer, be brand and product informed and purchase goods.”

Spot Radio gives business owners complete control, customisation and flexibility. It helps them target their captive in store audience by inserting promotional messages that are used to inform customers in real time about on-going sales, events and promotions. This directly affects the bottom line, due to increased add-on sales.

The music can also be altered via day parts so as to accommodate varying demographics of people that a store normally encounters, thus setting the mood and tone for different parts of the day. Businesses, can also integrate live shows with call-ins, contests, trivia tidbits and a live RJ, if needed. This can be extended to the website as well, to offer a seamless consistent brand experience to potential customers with exclusive promotions and coupons on the custom channel.

“Spot Radio’s most powerful attribute is its ability to deliver the same experience in all stores, nationwide, with the capability of local ad insertions. This means that a store in Tamil Nadu could play the same music and different in house promotions and ads from those played at a store in Punjab. Thus, while the music remains consistent, the messages can be altered,” informed Harvinderjit Bhatia, Co-promoter of Spot Radio and former CFO of Radio Mirchi. In fact, Spot Radio also offers audio production to its clients as a part of the package, so that clients are not inconvenienced in any way, and the branding remains consistent.

Spot Radio has several other ancillary benefits like it can also be leveraged to generate revenue by offering advertising to third party advertisers; it can be used for intra company communication (training, HR issues, corporate messages), and can also boost employee morale by giving employees an avenue to showcase their talent, skills, knowledge, etc.

Spot Radio offers clients three models – viz. Standard Model (pre-set playlist), Branded Model (custom playlist and audio branding, with promotional ads), Hybrid Model (all attributes of the Branded Model, plus the revenue generating opportunity to insert ads of non-competing, third party advertisers, that wish to target the client’s foot traffic).

Spot Radio’s service is powered by a state-of-the-art technology platform with world class engineering and operational teams and technology. The engineering is based in Venturenet’s own facilities in the US. Spot Radio is powered by ‘Spotplayer’ a proprietary player that is ‘service intelligent’ and intuitive to the specific needs of the retail operations needs. The programming systems are designed and run no differently from the best in class FM radio stations around the world.

In a short span of six months, Venturenet has set up a head office and studio in Bangalore, a major metro sales team and a network in New York. Spot Radio is also rapidly picking up pace and has already won quite a few accounts with big nationwide retailers. “As long as we can maintain quality and consistency of our service for the most competitive pricing, we will keep winning new businesses and continue to retain our current clientele. Here, personalised customer service plays a pivotal role, and that’s where the core strength of our team lies,” affirmed Anil Srivatsa.

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