POSmusic offers retailers brand-driven playlists to engage customers

Retailers are being offered the chance to give shoppers their own playlists through Spotify with the launch of specialised music platform POSmusic.



The company, which began its life creating hold music playlists, has expanded its operations to allow shoppers to download curated playlists created by brands on Spotify.

CEO Harley Sedman told Mumbrella the new marketing platform was a first for Australia and was offering music lovers a new avenue for discovery while giving brands a greater level of engagement in the retail space.

“Loyalty is created when customers have the opportunity to help shape the brand conversation, and it’s this sense of ownership that translates quickly into measurable metrics,” Sedman said.

“Music builds advocacy in an authentic and meaningful way, particularly with millennials. It’s an effective channel for marketers, especially when technology such as ours has advanced to the point where businesses can better track the return of investment in music as a marketing tool.”

POSmusic is already working with a number of brands to develop music playlists as a marketing tool that fits with their image.

Brands include Quicksilver, Ben and Jerry’s and fashion brand Reiss.

The model grew out of a business developing hold music playlists for Carpet Choice before creating a similar platform for Priceline Pharmacies.

“They started asking, ‘What about background music? Do you do that sort of stuff?,'” Sedman said.

It then evolved into a model that allowed people to share music and playlists curated to represent the feel of a brand.

POSmedia uses Spotify to create branded playlists.

POSmusic uses Spotify to create branded playlists

“We are the first to market branded music app for businesses powered by Spotify,” he said.

“That is just the tip of the iceberg, the platform itself is a new way for brands around the world to leverage the power of music to build their bottom line.

“It starts by building a selection of music that represents the brand and when we do that, that’s when we see marketers get a lot of return on investment.”

Tracks can be curated by age, location, listening preferences and even the trading rhythm of the business.

The player can also be skinned in the brand’s look, allowing customers to take a branded playlist with them.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.