Music is revolutionising the connection that retailers are making with consumers and helping to create environments where shoppers want to spend more and more time. Music evokes an emotional connection through the remembrance of a memory or a personal experience, driving a strong personal connection between brands and consumers. Sassy marketers who understand this are embracing sonic branding to create brand-relevant in-store music genres, that help recreate stores as destinations where consumers love to hang out with friends and family.

Research indicates that music is strongly cognitive and emotive, and has been proven to increase brand memorabillity, stimulate customer loyalty and increase the time spent in-store. Ultimately more time spent in-store means more in-store spending for retailers.

“Music acts as a strong consumer behavioural motivator, but also motivates and improves staff service,” says Craig Cesman, Chief Executive Officer of DMX Africa.

Through various retail research surveys, DMX has discovered that music can increase gross retail sales by up to 40%. The same research shows that 90% of retail managers say that music creates a positive, inspiring and productive work environment. Market research analysts at Leicester University, reveal that brands who make use of music that matches their brand identity are 96% more likely to be recalled than those who make use of irrelevant music or no music at all. Further research demonstrates that 24% of consumers more likely to buy a product from a store that plays music that they recall and enjoy.

Cesman explains that: “Audio, sound-based branding, creates a tremendously powerful connection with consumers who have a love for music, mostly because music is an integral part of their lives, personal experiences and memories”.

For more than 35 years, DMX Music has been an industry leader in the development and engineering of Audio Branding and the broadcast of multiple dedicated music channels to home users. Key to the company’s success, in both home and commercial environments, is a research-based understanding of the relationship between consumers and their sensory experiences, as well as the ability to create a personal connection with customers through music.

In commercial environments these insights into consumer lifestyle behaviour are integrated with the goals and strategies of businesses to build memorable brands, entertain customers, motivate staff and create extraordinary commercial environments through Audio Branding.

DMX’s customers represent top global industries and brand leaders like: Abercrombie & Fitch, Nike, H&M, Guess and Body Shop.

As a global leader in digital music programming, DMX offers access to one of the world's largest digital music libraries, delivering more than 500 styles of non-stop music via a variety of platforms worldwide.

For home users DMX provides over 40 uninterrupted narrowly formatted music channels on DStv including rock, pop, dance, hip-hop, R&B, jazz, classical, opera and many more. From the oldies to the latest cutting-edge music - there’s something for every occasion and musical taste.

DMX Music is a privately owned company founded in 1995, based in Johannesburg, South Africa, that holds the exclusive Africa-wide distribution rights for DMX Music’s international content. DMX Music distributes music and visual services worldwide to more than 10 million homes and 200,000 businesses with a worldwide daily listening audience of more than 100 million people.