Online Radio Merchandising: Strategy & Execution

Online Radio Merchandising: Strategy & Execution



In 2020, Sonos launched a proprietary radio station initiative as a way to drive engagement with their core speaker products and develop a revenue stream via subscriptions. After establishing a global curation team and adding ~100 new station franchises across four territories, we were tasked with developing and executing a strategy for merchandising these stations to drive engagement.


We developed a process for ingesting and analyzing engagement data across territories to assist in drafting merchandising plans that respond to audience preferences and timely events. We implemented an updating cadence, and scaled this approach to support merchandising in ex-US territories.


In addition to station creation and programming, TBC has become an integral part of Sonos Radio’s product merchandising strategy and execution, serving stations to listeners in the US and international territories.

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