Business

Magazine Luiza and Deezer launch "Decifrei" for musical instruments' sale

Decifrei shows the instruments and equipment used in the recording while the user listens to the music on the streaming platform

Decifrei app from Magazine Luiza and Deezer
Photo: Screenshot/Deezer
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This week Magazine Luiza, a Brazilian retail and e-commerce giant, launched Decifrei, an e-commerce tool developed in partnership with the streaming platform Deezer and the marketing agency Ogilvy. The feature is integrated with the songs made available by Deezer and allows users to purchase musical instruments and equipment used by the artists in each recording.

Decifrei‘s focus is to provide a different shopping experience: the platform provides playlists of national and international music from various genres and artists within Deezer and, while the user listens to the songs, Decifrei shows which instruments are used, suggesting the purchase of items via Magazine Luiza, with direct links to the e-commerce app.

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The shopping experience is Magazine Luiza’s debut in the musical instruments category, with more than 110,000 products offered on its platform.

According to Rafael Montalvão, e-commerce marketing director at Magazine Luiza, the demand for musical instruments on the internet increased during the COVID-19 pandemic. “Decifrei meets this demand from those who are at home for longer while offering entertainment to the public.”

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Recently, Amazon also announced the start of sales of musical instruments on its app and website to Brazil, with a catalog of more than 60,000 items that include string instruments, percussion and keyboards to sound equipment like microphones and amplifiers, between others.