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Spotify teams up with IPC Shopping Centre to create ‘food-and-mood’ recommendations

Spotify has dipped its toes into retail experience by helping create consumer recommendations based on music playlists for a Malaysian shopping mall.

The Swedish music streaming company teamed up with IPC Shopping Centre to develop an app that uses harvested data from Spotify users to suggest dining options based on the ‘mood’ of their playlists.

Named simply ‘IPC Shopping Centre’, the app was developed by creative agency Bonsey Jaden using insights from Professor Robin Dando of Cornell University on how a person’s mood affects their food tastes. 

The Kuala Lumpur-based mall has so far not released the number of app downloads, but has claimed it is among Malaysia’s top 20 lifestyle apps.

Sea Yen, Ong, regional VP of sales for Spotify, Asia, said: “This partnership goes to prove that music truly defines one’s mood, mindset and taste. The ability to understand how people are feeling—not just what they’re doing—is a remarkable opportunity.

“It allows us as brands to connect with users in a more intimate manner; such as this instance, where we are matching food to the user’s mood.”

The app’s development was also spearheaded by fellow Swedish giant Ikea, the biggest retailer at IPC. 

Ikea South East Asia head of shopping centre marketing Andrew Yeoh said: “A mountain of data, science and tech has been put behind this mobile application, and we are very excited to be the first shopping centre in the world to collaborate with Spotify and Professor Dando to roll out this unique app to give so much more to our shoppers.

“While the mobile application is tailored to match shoppers’ moods and help them discover IPC’s extensive range of dining choices, it also creates business opportunities for our tenants and empowers them with data to explore more exciting flavours and menu items.”

The app’s release follows IPC’s recent rebrand campaign, which aimed to position it as ”So Much More’ than just another shopping mall. 

The video, also created by Bonsey Jaden, has so far received more than a million views on YouTube and a further 1.75m on Facebook.

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