Coolfahrenheit, Thailand's top radio station, is launching online shopping via Line@Cool.
"We aim for 100,000 customers in the first year," said Prinn Muensuksaeng, managing director of Coolism, the operator of Coolfahrenheit radio station.
Despite what seems like a quiet market, the company claims its audiences grew this year.
Its audiences exceed 5.5 million, with 4 million online listeners and 1.5 million on-air listeners, according to research by Nielsen Media Research Thailand, he said.
Coolfahrenheit, a subsidiary of RS Plc, has 87,000 listeners per minute, an increase of 72% from earlier this year, reported Nielsen.
On average, audiences listen to music for 13 hours per week, 45% more than nine hours per week earlier this year, and audience peaks during office hours, 9am-6pm.
Mr Prinn said the launch of Line@Cool is a strategic move, making it the only radio station in Thailand to use a multi-platform commerce model to tap into its audience of potential shoppers.
Coolfahrenheit also claims to be the first radio station that allows listeners to turn their listening minutes into points with Cool Degree Beyond Rewards. Online listeners can also tune in via the Coolism app and redeem prizes throughout the year.
As the online market is expected to increase by 20% this year, he said the company is confident that its innovative activities and signature campaigns will help retain its extensive fan base and leadership position.
Line@Cool follows the concept of lifestyle online shopping and targets consumers aged 20-44 who are fans of Coolfahrenheit. The online platform offers high-quality products with cool designs in various categories, such as health and beauty, home and lifestyle, electronics and gadgets and accessories.
The "Every Moment With You" theme has playlists, events, activities and products to blend with listeners' lifestyles during every moment of the day.
One of the biggest campaigns of the year is the "Coolfahrenheit Outing Special: The Aurora Explorer" in Russia, which takes lucky fans to Russia to enjoy the northern lights from October to December. From July to August, Coolfahrenheit hosted "Eat All Around the World: The Revolution of Taste in Germany", taking winning fans to Germany.
