What Storeplay does

Storeplay (legally Marketing Melodies Pty Ltd) is an Australian-headquartered retail experience technology company that provides an integrated in-store operating system — branded RetailOS — for large multi-site retail and hospitality brands. The platform unifies five core product modules — Radio (curated, fully licensed music), Display (digital signage and QSR menu boards), Media (retail advertising including The Tradie Network), Scent (fragrance diffusion), and IQ (queue management with virtual queueing, click & collect, and online bookings) — behind a single dashboard, with proprietary Storeplayer Media Player hardware deployed at retail locations and integrations spanning iOS, Android, ChromeOS, Windows, and SONOS playback environments. Founded in 1989 by CEO Dean Cherny as a university project originally called Marketing Melodies, the company now operates across more than 40 countries with 8,500+ stores and 3.1 billion+ brand impressions under management.

The company generates revenue primarily through recurring annual subscription licences for software services, supplemented by Storeplayer hardware sales and transaction-fee economics from retail media monetization inside retailer environments. Pricing is modular — clients can start with one service (typically Radio or Scent) and expand into additional modules over time — with billing via direct debit under annual subscription terms negotiated enterprise-style and not publicly disclosed. Distribution is dominated by direct enterprise sales supported by a 'Book a Demo' consultative motion, with strategic execution partners (notably UST for U.S. market entry announced December 2025) extending geographic reach. Customer segments include multi-site retailers (Kmart, Target, David Jones, Adairs, Bed Bath N' Table, Spotlight, Country Road, Witchery, Portmans, Seed Heritage, Gazman), telecommunications (Telstra, Optus), postal (Australia Post), automotive (BMW), food and beverage (Noodle Box, Hudson's Coffee, Penfolds), fitness (Accent Group), and event activations (Australian Open).

Name

Storeplay

Legal name

Marketing Melodies Pty Ltd

Website

https://storeplay.io

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Storeplay (Marketing Melodies Pty Ltd) provides an integrated in-store operating system — RetailOS — that unifies music, digital signage, scent, retail media, and queue management for large multi-site retail and hospitality brands across more than 40 countries.

Ownership category

akta.pro rank

Product category

In-Store Experience Platform

akta.pro primary industry

Download Stores & Digital Music Retail (Transactional) (MPAIACAM)

Keywords

• In-store experience platform
• Retail media network
• Digital signage software
• Queue management system
• Scent marketing solutions

Headquarters

HQ city

Malvern

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Music Programme Licensing: Storeplay licenses curated, fully licensed music programmes to retail clients. Clients pay a Licence Fee as specified in their Client User Account, typically through direct debit arrangements at the beginning of each subscription term. The licence grants use of Music Programmes for public broadcast in commercial premises, subject to clients maintaining One Music public performance licences.
2. Multi-Service Platform Subscriptions: As a modular platform, Storeplay generates recurring subscription revenue from large multi-site brands using Radio, Display, Scent, Media, and/or IQ services. The platform allows brands to start with one service and add others over time, all managed through a single dashboard.
3. Storeplayer Hardware Sales: Storeplay sells Storeplayer Media Player hardware devices to clients. Ownership and title pass only once the client has paid in full for the device. Hardware is required for playback of Storeplay software in retail environments.
4. Retail Media/Advertising: Storeplay enables retailers to monetize their in-store environments by turning displays, audio, queues, and store environments into targeted advertising inventory. This opens a new revenue line for retailers while Storeplay takes a portion of advertising revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Storeplay operates RetailOS, an integrated in-store operating system that centralizes management of music (Radio), digital signage (Display), scent diffusion (Scent), queue management (IQ), and retail media (Media) for large multi-site retail brands. The platform combines proprietary hardware (Storeplayer Media Player) with cloud-based software to deliver brand-consistent, multi-sensory in-store experiences across thousands of locations, supported by 25+ years of direct music licensing relationships.

Product overview

Storeplay is an integrated in-store operating system (RetailOS) designed for large, multi-site retail brands. The platform unifies five core product modules—Radio (curated music), Display (digital signage including Menu Boards), Media (retail advertising with The Tradie Network), Scent (fragrance marketing), and IQ (queue management with virtual queueing, click and collect, and online bookings)—under a single dashboard. Additional offerings include AI Innovation for intelligent content adaptation and Events for bespoke brand activation experiences. The system is modular, allowing brands to start with one service and add others, all controlled through the centralized RetailOS platform.

Differentiator

Problem solved

Functional benefit

Brands

• The Tradie Network: A media network platform under Storeplay's retail media offerings.

Products and services

• RetailOS Storeplay's integrated in-store operating system that unifies music, display, scent, media, and queue management under a single dashboard for multi-site retail brands.
• Radio (Music for Retail) Curated, fully licensed music programming for retail environments that creates emotional connections, boosts staff morale, and builds brand recall. Includes AI-powered dynamic programming.
• Display (Digital Signage) Centrally controlled digital signage that informs, influences, and maintains brand consistency across every screen in the retail environment.
• Menu Boards Digital menu board solutions designed for Quick Service Restaurants (QSR) to display menus and promotions.
• Media (In-Store Advertising) Retail media network solution that turns displays, audio, queues, and store environments into targeted advertising inventory for revenue generation.
• The Tradie Network Media network targeting trade and professional audiences for in-store advertising.
• Scent (Scent Marketing) Signature fragrance solutions that create immersive, branded spaces by evoking emotion and memory through scent marketing diffusion systems.
• IQ (Queue Management) Intelligent queue management system offering virtual queueing, click and collect, and online bookings to reduce friction and streamline operations.
• Events Innovative activation events and bespoke brand experiences including curated music, ambient design, and event specialists for retail openings and activations.
• Storeplayer Media Player Proprietary playback device hardware used to deliver Storeplay's music and content to retail locations.

Quantifiable outcome

• 81% of consumers say quality in-store music lifts their mood
• +7 more outcomes

Named customers21 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• USTcoreStrategic or Co-development Partner · 9 December 2025UST, an AI and technology transformation solutions company, has partnered with Storeplay as its exclusive technology execution partner for Storeplay's entry into the U.S. market. The partnership aims to help retailers modernize physical stores by bridging physical and digital retail experiences using Storeplay's comprehensive Retail and Multi-Site Operating System that integrates music, content, scent, digital signage, and in-store media management from a single platform.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Qsic: Qsic is an Australia-based in-store audio intelligence and retail-media platform that combines licensed background music with ad-funded revenue for retailers. It is a direct regional competitor to Storeplay's Radio and Media modules with a comparable APAC customer base.
• Mood Media: Mood Media is the largest direct competitor to Storeplay's Radio/scent/signage stack, offering in-store music, scent marketing, digital signage and visual media for multi-site retail and hospitality brands globally. It is the category leader Storeplay most directly displaces in enterprise RFPs.
• Soundtrack Your Brand: Soundtrack Your Brand is a Spotify-backed B2B streaming platform providing licensed background music for retail, hospitality and fitness venues. It is a direct software competitor to Storeplay's Radio subscription, particularly on smaller multi-site accounts.
• Qmatic: Qmatic is a global provider of queue management, customer journey and appointment booking solutions for retail, banking and healthcare. It directly competes with Storeplay's IQ module and is the typical incumbent in queue-management RFPs.
• ScentAir: ScentAir is the global leader in scent marketing and ambient scenting diffusion for retail, hospitality and commercial environments. It is the closest direct competitor to Storeplay's Scent module.
• PlayNetwork: PlayNetwork provides licensed in-store music, messaging, digital signage and AV solutions to global retail, hospitality and fitness brands. Overlaps directly with Storeplay's Radio and Display modules and competes for the same enterprise retail customers.

Broad incumbents

• STRATACACHE: STRATACACHE (including Scala) is a large incumbent in retail digital signage, digital menu boards and in-store media networks. It overlaps with Storeplay's Display and Media modules from a different scale tier and is a typical incumbent threat on signage RFPs.

Emerging players

• Rockbot: Rockbot provides licensed in-store music, digital signage and customer-engagement tools for multi-site retail and hospitality operators. It overlaps with Storeplay's Radio and Display modules, primarily in the North American mid-market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Storeplay