Leading corporate music provider DMD2 of Switzerland is bringing fresh energy to newly remodeled Victorinox retail stores on two continents using IP-based in-store media solutions from Barix.  The Barix devices reliably play out a unique and exciting DMD2-programmed music mix that meets the retail giant’s new branding requirements.

DMD2, which also handles Barix device configuration, service monitoring and music licensing, chose Barix Exstreamer IP audio decoders for playout due to their high audio quality and reliability.  DMD2 delivers the program as a single stream across seven stores in Europe and five in Hong Kong.

The Barix IP in-store audio solution, as programmed by DMD2, eliminates the “everybody’s a DJ” approach previously practiced across Victorinox retail stores.

Habegger AG, a Swiss event and corporate architecture supplier, engaged with DMD2 to develop an in-store music concept that matched the new Victorinox store designs.  The channel development phase gave birth to the “Victorinox music mix,” constantly updated with new releases as part of an eclectic music mix from the 70s to the early 2000s.

This was a new concept to the Victorinox stores as many used CD players, FM tuners or iPods to play music.  DMD2 considered Barix an ideal partner to transition the stores to IP audio delivery, as many of the tools to support the new stream were well suited for Barix hardware.  The music originates from datacenters in Bern, Switzerland and is delivered to Barix Exstreamer devices in each store as 64kb/s mp3 streams, with expectations to add AAC+ streams moving forward.

“We’ll eventually switch to AAC+ 48kbps encoding to increase stream stability for retail stores in the more remote areas,” said Alexander dal Farra, owner and president of DMD2.  “The flexibility of Barix devices is a big benefit in this regard, as the Exstreamer offers both MP3 and AAC+ decoding functionality.  This makes migration to AAC+ an easy task.”

DMD2 engaged with a Swiss corporate events company to develop an in-store music concept that matched the new Victorinox store designs.

With stores in such cities as Zurich, Dusseldorf, Hong Kong and Geneva, Victorinox now has a corporate audio solution that gives exceptional control to the brand management department.

“It’s no longer an ‘everybody is a DJ’ approach within the different store locations,” said dal Farra.  “This streamlined process has also brought a fair amount of convenience to the store staff as there is no more music editorial work, licensing or normalizing of tracks.”

Dal Farra added that the new solution also provides Victorinox headquarters with the option to introduce real-time advertisements using ad injection software — a potential revenue generator that would quickly monetize the new in-store audio network.

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