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MusoCity - Jade Australia

Jade Music Australia is one of the country’s longest-standing, independently-owned musical instrument manufacturer, importer and wholesaler.  Jade visionary Joe Bonnich identified a gap in the musical instrument market, and partnered with Salsa to craft the solution: Musocity.


With local foot traffic into local stores drying up by the second, losing to cheap overseas competitors and online sales, a gap was being created whereby music lovers were not only buying cheap alternatives, but were being left without any service from a local store to help them find their way around their new instrument via lessons, accessories and so forth.

This meant these customers were only getting half of what they really need when buying an instrument – which ultimately ended in tears when they realised they didn’t have anyone in their local area invested in helping them with the crucial next steps after purchasing the instrument.

Salsa partnered with Jade to really understand the industry, the problems they were trying to solve and what their customers would actually need to help fill the gap. It was understood that one of the critical success factors of the project was to drive foot traffic back into the retail stores to allow them to thrive during a tough time in the industry.


Salsa designed a platform that provided the largest range of top quality musical instruments in Australia. The platform also provided an innovative custom-developed feature that matched each customer with a store in their local area. The system integrates with mapping engines to identify the closest stores to the purchaser’s address, and offers them the option of picking up from one of these stored to access attractive incentives such as:

  • A 5% discount
  • A free lesson
  • Free accessories

This not only provided a superior service, bridging the gap in the eCommerce world and real customer needs, but also drove foot traffic to the retail stores. This created potential for those stores to form a relationship with the end customer, hopefully bringing them back for other business during their journey as a musician.


Salsa utilised the Magento Enterprise platform to build the application. Magento offered superior functionality to its competitors and allowed Salsa to implement the required customisations efficiently and in a way that supports future growth and scale. The system integrates with eBay using the M2E Pro extension to streamline the inventory and order management, as well as integration with a third party ERP platform using uRapidFlow to minimize stock and customer management.

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