Show Notes
In this episode of Q’d Up, host Ben welcomes Mia Horner, General Manager for Customer Loyalty at Liquorland, to explore the rapidly evolving world of retail media and in-store audio. Moving far past the days of static background "elevator music" and tracks on endless repeat, Mia shares how physical retail stores are using dynamic, AI-enabled audio platforms to completely transform the shopping environment.
They discuss how tailored tempos and highly targeted localised messaging can significantly lift staff engagement, increase customer dwell time, and drive tangible incremental sales. The conversation also challenges the traditional digital-only definition of retail media, illustrating how the physical store serves as an incredible canvas for brands. From live cricket score updates pushed out in real-time to turning a Sydney cool room into a Mardi Gras "Rave Cave," Mia breaks down how agility and data-led insights allow retailers to personalize the shopping experience at scale. Finally, Ben puts Mia in the hot seat for a rapid-fire music round, revealing a surprisingly eclectic mix of K-pop, stadium rock, and heavy metal.
Timestamp Breakdown:
[00:00:18] – Intro: A preview of the new faces and retail-focused topics coming to the podcast.
[00:00:34] – Welcome Mia Horner: Introduction to her background and wide-reaching role at Liquorland.
[00:01:11] – The Evolution of Audio: Moving from static "elevator music" to dynamic, customised playlists.
[00:02:22] – Staff Experience: How dynamic audio prevents burnout on long shifts and builds team connection.
[00:04:36] – Timing and Productivity: Matching music tempo to shopping hours and staff productivity.
[00:06:25] – Culture and Agility: Aligning in-store experiences with global events and sporting passions.
[00:07:24] – The Cricket Experiment: Bringing live, ball-by-ball score updates straight into the store environment.
[00:09:48] – The Mardi Gras "Rave Cave": How a Darlinghurst cool room activation dynamically adapted to crowds.
[00:12:47] – Redefining Retail Media: Moving away from just websites/apps and treating the store as a canvas.
[00:17:44] – The MasterChef Partnership: Delivering dynamic, just-in-time messaging to match television trends.
[00:19:38] – Hyper-Local Personalisation: Tailoring offers by state, microclimate, and individual store level.
[00:21:06] – The Measurement Piece: Using AI-enabled analytics platforms to see sales spikes in minutes, not weeks.
[00:25:35] – Supplier Value & Long-Term Loyalty: Moving from quick tactical fixes to collaborative, innovative brand planning.
[00:28:45] – Rapid Fire Round: First concerts, life-changing albums, and Mia's secret status as a global top 1% BTS fan.
We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present.
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