Springfield, MO

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Bass Pro selects in-store sound partner

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Bass Pro Shops has selected Austin, Texas-based DMX Inc. to provide music, messaging and sound systems throughout the 56-store outdoor retail chain.

Through DMX, Springfield-based Bass Pro custom-selects country music to play in its stores and produces its own commercials for in-store and on-hold messaging. DMX also is upgrading the sound systems in each location, according to a news release, which did not disclose terms of the deal.

“We wanted to partner with a company that understands our brand and our customers,” Bass Pro spokesman Larry Whiteley said in the release. “It’s great that we have the ability to produce and manage the content.”

Bass Pro is employing DMX products ProFusion iS - to manage its digital media, including music, video and overhead messaging - and myStudio - a Web-based content management system, to load its content. DMX launched both systems in March, according to

Aiming to create brand experiences, DMX uses music, video/digital signage, audio and mobile messaging, scent marketing, and audio/visual systems design and installation. Clients include Saks Inc., Applebee’s, Marriott Hotels & Resorts and Whole Foods Market.

The Bass Pro group includes stores in 26 states and Canada, which the company says attracts 110 million people annually. Its American Rod & Gun wholesale division sells to more than 7,000 independently owned retail stores worldwide, and its restaurant division operates 26 locations. Bass Pro also owns boat manufacturer Tracker Marine Group and Big Cedar Lodge, a resort south of Branson.[[In-content Ad]]


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