Issue Spring 2010

YCD|RAMP™ Supercharges Sales at World’s Largest Duty Free Store

James Richardson Duty Free Israel, part of the international James Richardson Group based in Melbourne, Australia, runs duty free shops throughout Israel at international airports, border crossings, cruise ships and on passenger flights. Established in Israel in 1988, James Richardson has grown to become one of Israel’s most famous brands and is associated with high-end and prestigious duty free shopping. The flagship location at Tel Aviv’s Ben Gurion International Airport, covering more than 3,000 square meters, is the largest duty free store in the world and ranks highest in passenger sales. The store includes a delicatessen, drugstore, fine chocolates, tobacco, liquor, perfume, cosmetics, sports items, fashion wear and more.

A veteran client of YCD Multimedia, JR Duty Free implemented its first YCD digital media solution several years ago at Ben Gurion International Airport. The goal was to enhance the customer experience and to maximize the passengers’ last-minute shopping opportunity before boarding their flights. The store boasts 56 digital displays, all served by YCD technology. Forty of the displays are YCD|AdScreens® serving promotions directly to the point-of-sale where they are proven to have the most impact on customers’ purchase decisions. The remaining displays are disbursed throughout the store and show targeted promotions in the various departments as well as practical travel information such as currency exchange rates and flight schedules.

YCD|RAMP Supercharges Sales at JR Duty Free
It was a natural step for JR Duty Free to become one of the earliest adopters of YCD’s recently launched YCD|RAMP™ (Retail Advertising & Merchandising Platform). YCD|RAMP’s template based, easy to use content creation tool allows promotions to be produced quickly and easily to respond to the immediate local needs of the store, at the same time the advanced security and approval settings ensure that pricing guidelines are followed and branding is consistent. The tool is flexible enough to allow the corporate marketing department to schedule holiday promotions up to a year in advance while allowing the local manager to respond to a product outage, or overstock within minutes. In the past year alone JR Duty Free has experienced a 30% increase in sales volumes, which they attribute in part to YCD’s digital merchandising solutions and their ability to quickly respond and optimize their in-store promotional efforts in real-time.

“YCD Multimedia’s digital media solution gives us a dynamic and effective way to serve our customers with current offers and promotes a call to action in these measured minutes passengers spend in the store,” said Hagit Bachar, marketing manager at James Richardson Duty Free Israel. “Just in the last year we've experienced 30% increase in sales volume. The daily use of YCD|RAMP provides us with an optimal and user friendly solution for in-store digital marketing management."