One store, 63 plasmas

Stumbled across what has to be one of the most aggressive, and pricey, digital screen installs to date for a single store.

The evidently massive James Richardson Duty-Free shop at Tel Aviv’s new airport has a network of 63 big plasma displays dispersed around the store, humping products but also telling shoppers about customs requirements and currency rates.

The booze, perfume and jewellry items that duty free shops sell are all seriously high margin items, so I can imagine how the operators figured out a return on investment. It’s great to see a retailer totally embrace the potential for an in-store network, and do more than hang a screen or two in the window and entry. 

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