Archive notice: This article was originally published on October 27, 2008. Links and embedded videos are preserved as part of the historical record.
Switzerland’s second-largest telecommunications provider, Sunrise, is providing audio to more than 60 stores throughout Switzerland using devices from Zurich technology company Barix AG. Customized content is supplied by “retailradio.fm” from Digital Media Distribution AG (DMD2).
As part of Sunrise’s new corporate identity, more than 60 stores—the Sunrise Centers—will feature a modern, fresh look by the end of October. Sunrise customers can then expect a new shopping experience not only for their eyes but also for their ears: a customized Sunrise sound will play simultaneously in all Centers. For this purpose, DMD2 customized its “retailradio.fm” product for Sunrise. The specific music mix takes three aspects into account: the target audience, Sunrise’s marketing message, and the sales staff. “It was very important for us to find the right style of music,” recalls Daniel Amstutz, project manager at Sunrise. “We absolutely wanted to select music that suited both Sunrise as a brand and the new design of the Sunrise Centers. Fortunately, we were able to rely on DMD2’s experience here.” DMD2 music editors keep the program continuously updated.
For the technical implementation, DMD2 relies on the affordable and reliable solution from Barix AG. It is as easy to install and operate as a radio. It is based on audio-over-IP technology and works without expensive satellite technology; the only technical requirement is an internet connection (LAN/WAN). “The Barix components are wonderfully small and offer first-class sound quality. Our employees only need to connect them to the internet and adjust the volume as required—that’s all,” explains project manager Amstutz.
The way it works is equally simple: the Barix IP streaming component “Exstreamer” receives the audio stream sent by DMD2 via the internet, converts it into music, and feeds the signal into the on-site audio system. Background music and announcements can thus be transported to any broadcast location across any distance. The system can be expanded practically without limit at any time. “We rely completely on Barix devices because our customers hardly notice them,” explains Alexander Dal Farra, founder and CEO of DMD2. “The components require extremely little maintenance and operate very reliably—and at an affordable price of around 160 euros.”
Before “retailradio.fm” was introduced, the audio landscape in the Sunrise Centers resembled a patchwork quilt: some Centers had no music, in others employees played their own CDs—from pop to techno—and some used the radio. Traffic reports or competing advertisements disrupted the shopping atmosphere. Together with the Barix IP streaming components, “retailradio.fm” offers a whole range of advantages: the Sunrise brand is conveyed directly to customers’ ears, recognition is increased, and third-party advertising is eliminated. Sales staff do not need to worry about choosing music and can concentrate fully on customers. The right musical style and changing selection of tracks motivate employees and prevent boredom. Sales conversations are not interrupted by inappropriate content. Initial experiences have been very positive, and Sunrise is already planning the next steps. Once all Centers have been converted, jingles will be played alongside the music. Depending on the region, these will be heard in German, Italian, or French. Because musical tastes also differ regionally according to language, country-specific sound is planned for all Sunrise Centers in the future.
These advantages have already convinced other chain-store operators: REWE Group Austria uses the Barix solution to provide audio to more than 1,900 Merkur and Billa stores and Bipa perfume shops. Swiss wholesaler Coop, Austrian perfume chain Marionnaud, and Switzerland’s Ex Libris AG also use “retailradio.fm” and Barix to distribute consistent background music and customer-specific advertising.