The company is working with multichannel in-store and digital production company Immedia on the 24-hour service which is clearly seen as a key development for the retailer.
It was officially launched at with a VIP party, with an exclusive live performance by Anne-Marie.
It’s part of “a larger programme of added benefits designed to enhance the experience of JD consumers.” These include unlimited next day delivery, priority access to exclusive events, early product launch access and other “money-can’t-buy experiences.”
JD-X is being rolled out now to all JD UK stores and with Immedia providing language-specific channels on a global basis, there are plans for the platform to be available in other European countries too. Ireland, France, Belgium, Spain, Portugal, Germany, Italy, Netherlands, Sweden, Denmark and Finland are all on the hitlist.
So what do consumers actually get with JD-X? A main Live channel featuring DJs, guest artists and other “exclusive and relevant content”, plus “20 other bespoke streams with specific playlists to cover genres and trends.”
The JD-X Live channel focuses on “the biggest tracks popular with the JD audience.” Core artists include Drake, Ramz, Mabel, Stormzy, Anne-Marie, Calvin Harris, J Hus, Dua Lipa, Post Malone and Kendrick Lamar.
The genres and activities on the 21 channels include UK Reppin’, featuring tracks from the stars of the UK Grime and RnB scenes. And there are other playlists to listen to when in the gym or out running.
JD-X also provides content relevant to consumer interests including sport, clubs, gaming, gigs, relaxation, and TV. There are videos too, such as the latest content from JD, including celebrity exclusives and features on new products, all available to view inside the app.
Immedia CEO Bruno Brookes said: “Live entertainment channels offer an incredible way for brands, facing the dual threat of declining advertising response rates and the increase in ad blocking technologies, to establish unique connections with consumers that deliver excellent experience and business results.”