Background

Rage, a leading fashion retailer in South Africa with just under 700 stores, previously relied on distributing USB drives loaded with music to each location. This manual approach was not only time-consuming but also expensive due to high music licensing fees and the need for accurate reporting of store data.

Challenges

• High Licensing Costs: Rage faced substantial licensing fees that required detailed reporting of store numbers, sales, and foot traffic.
• Manual Distribution: The process of distributing USB drives led to inconsistencies and delays in updating in-store music.
• Inefficient Communication: Announcing promotions and flash sales in real-time was challenging, often resulting in missed opportunities for customer engagement.

Solution: Melodial Implementation

Melodial provided a transformative solution that not only addressed these challenges but also enhanced the overall in-store experience.

1. Advanced Tech Stack: Melodial is hosted on AWS, leveraging a distributed network of servers to ensure seamless streaming and scalability — capable of handling hundreds of thousands of streams simultaneously.
2. Content Delivery Network (CDN): Melodial uses a CDN to ensure low-latency streaming and high-quality audio, so every store experiences consistent, uninterrupted music.
3. Consistent Development and Customization: As a tech and music company, Melodial is constantly improving. Retailers can even schedule different music types throughout the day — for example, a "quiet hour" with soft instrumentals to enhance customer comfort.

Expertly Curated Music by Professional Musicians

One of Melodial’s greatest strengths is its in-house music team, made up of professional musicians and composers who understand how music shapes consumer behavior. Choosing the right music isn’t just about picking songs — it’s about crafting the right mood using tempo, rhythm, key, genre, and audience psychology.

Studies show unfamiliar yet appropriate music keeps customers engaged without distraction. Familiar music can actually disrupt focus, shorten visits, or weaken emotional connection. Additional research shows brand-aligned music can increase sales by up to 9%, while slower tempos can increase dwell time — directly impacting revenue.

Expecting a retail manager to analyze BPMs, mood shifts, or harmonic flow is unrealistic — and unnecessary. Melodial does this for you. Our sound designers create musical journeys that elevate ambiance, match traffic patterns, extend visit duration, and build brand consistency across all locations.

With Melodial's Platinum package, each customer receives a bespoke playlist, blending universally retail-friendly genres with custom styles — like Amapiano for Rage, which delivers a youthful, energetic vibe that mirrors their fashion aesthetic. The result is a cohesive, immersive retail soundscape that feels natural — because it is.

Real-Time Announcements

With it's Platinum package, Melodial allows retailers to broadcast live or scheduled announcements, making it easy to promote sales, highlight specials, or share events — all in real time. This gives retailers agility to act on trends and maximize engagement at the point of sale.

Results

• Increased Efficiency: The move to streaming eliminated manual distribution, ensuring all stores had up-to-date music and announcements instantly.
• Cost Savings: Rage experienced a notable reduction in licensing costs and administrative overhead.
• Enhanced Customer Experience: The tailored music and the ability to make real-time announcements created a more engaging and dynamic shopping environment, ultimately driving higher customer satisfaction and increased sales.