Zurich, Switzerland (September 13, 2007)–SneakerRadio, an in-store radio station featuring promotional advertising messages custom made for New Balance retail stores, has standardized on Barix IP audio decoders. Storeowners who purchase the program receive a self-install kit in the mail featuring a Barix Exstreamer 100 IP audio decoder.
The Barix device uses the store’s existing internet connection to receive and decode the audio and connects to a standard audio amplifier or PA speaker system for playback. SneakerRadio, based in Wilmington, DE, has also created a web site that allows customers to monitor and manage their account and connection to the Barix Exstreamer 100. SneakerRadio can be custom programmed for other athletic footwear stores.
John Strojny, owner of five New Balance retail stores in Delaware, Virginia and Washington, DC, is one of the early adopters of SneakerRadio. “I have always been interested in playing some sort of music or video with advertising in our stores,” he said, “but video is very expensive and the messaging becomes repetitive. Playing CDs or commercial radio doesn’t work because employees find a way to change the music. The SneakerRadio program appeals to a broad group of customers and the messaging helps to train our employees. It personalizes our message and also just makes the store sound more professional. The Barix Exstreamer was very easy to set up and provides excellent audio quality. Anything else would be a step down.”
SneakerRadio teamed with both Barix and StreamGuys, Inc., a Northern California-based content delivery service that acts as the service provider. The origination point is in Wilmington, where SneakerRadio custom builds and monitors the programming for New Balance. StreamGuys distributes the programming over the internet in the form of Shoutcast streams, and makes multiple, redundant streams from different servers available to the stores.