By Aimee Chanthadavong

Chemist Warehouse has signed up with Australia Radio Network (ARN) and Quattro Group to launch its custom-built digital radio station, Chemist Warehouse MIX90s. 

Speaking to RetailBiz, Mario Tascone, Chemist Warehouse COO, said the Chemist Warehouse MIX90s offers Chemist Warehouse and their suppliers the enhance the customer’s shopping experience in-store.

“When compared to other media, radio is believed to generate the highest levels of happiness and energy, enhancing a consumers shopping experience. By specifically tailoring a station dedicated to the broader Chemist Warehouse audience (Females 25-54), we not only enhance their mood through the music, but we also shape their frame of mind to make their instore experience a positive one,” Tascone,said.

“Many of our purchase decisions are made impulsively in store. Research has shown that our emotions play a pivotal role in the decisions we make before we believe we have decided on a particular course of action.

“In-store radio enables brands to deliver their message straight to the shopper and this recency is paramount to impacting their purchase decisions.”

Some of its first advertisers include Swisse, Reckitt Benckiser, Colgate Palmolive, Sandoz, Pfizer Consumer Health and Sanofi, who have recognised the opportunity it provides them to connect with customers at point-of-purchase.

“We’re pleased to be involved with Chemist Warehouse MIX90s. It gives us the opportunity to connect with customers at the point of purchase given that 60 per cent of decisions are made in store,” said Radek Sali, CEO of Swisse, Australia’s fastest-growing natural health company..

Chemist Warehouse MIX90s will air in Chemist Warehouse stores nationally as well as being available right across the DAB + Spectrum in Sydney, Brisbane, Melbourne and Adelaide for all lovers of the MIX programming – upbeat music from the '90s 24/7.