Immedia tunes into Ikea deal
An instore radio company set up by former Radio One DJ Bruno Brookes today announced it is rolling-out broadcasting in Ikea stores across the UK.
Ikea Live, which informs customers on products and services as well as featuring a mix of music, news and sport, has been trialled over the past five months and will be launched initially in nine Ikea branches from January.
But it is hoped that the station will go live in further Ikea stores over the months that follow.
Immedia said the station is designed to “entertain, educate and motivate Ikea’s workforce” and will be broadcast from their studios in Newbury, Berkshire.
The contract was won as Immedia prepares to stop providing instore radio to electronics retailer Dixons on Christmas Eve.
Mr Brookes, chief executive of Immedia, said: “Initial responses to the trial were extremely positive.
“Staff love the sound of the station and have taken complete ownership of it. For customers, the station promotes Ikea’s family spirit and demonstrates how radio can interact with people in a way no other medium can.”
Immedia already produces radio for companies including Spar, HSBC and Lloyds Pharmacy.
Ikea began in a small farming village in Sweden in 1943 and broke into the UK market in 1987 with an outlet in North London.
It employs around 7,500 UK staff at locations including Birmingham, Edinburgh, Manchester and Glasgow, and is due to open a new store in Milton Keynes next month.
