Issue Winter 2009

ThisPlays2 at Benelux’s Free Record Shop

Free Record Shop is the largest Benelux entertainment chain with 70 stores in Belgium and 180 stores in the Netherlands. They carry an assortment of over 300,000 titles in music, movies and gaming. On December 11, 2008 the new Free Record Shop concept store opened its doors in the Metropolis Movie Complex in Antwerp Belgium which welcomes over 3.5 million guests per year. YCD Multimedia solutions were integral to the innovative design of the concept store.

YCD’s Benelux partner, ThisPlays2, developed the Free Record Shop TV Channel called “The Source” which broadcasts the latest music video clips, movie and game trailers combined with information, promotions and paid advertising to 11 design screens creatively placed throughout the store. The Free Record Shop Radio Station plays the latest hits and via the YCD|Player interface the store employees can easily identify the track being played to advise customers who may be interested in purchasing the album. ThisPlays2 remotely updates the content daily via the YCD|Platform.

After only a few weeks the new concept store saw an overall increase in sales of 28% as compared to sales in the same store prior to the renovation. Because of the overwhelming success of this first installation Free Record Shop will install this solution in 68 additional stores in Belgium during the first quarter of 2009 and are considering a roll out to their 180 stores in the Netherlands as well. Erik Lejeune, General Manager Free Record Shop Belgium says "The Antwerp Store is the shop of the future, by combining a new look with the latest technology, shopping becomes a fully entertaining experience". Bruno Hancké, Managing Partner of ThisPlays2 added, "This project is proof that innovative digital signage concepts and refreshing business models in retail environments optimize the customer experience and lead to the generation of additional sales, even in difficult times”.

ThisPlays2, based in Antwerp, was founded in January 2008 by three partners who combine years of expertise in retail marketing, information and communication technology, and music/video distribution. They add value in the digital signage market by combining the YCD technology with modular content services like licensed music and music video clips, custom content creation and content management services. ThisPlays2 provides a one stop solution for retail stores in Belgium, Netherlands and Luxemburg.