Flight Centre sees the light with VitrineMedia – and a bottom line that’s taking off

 
Michael.oechsle@trike.com.au
 

Flight Centre Australia’s Project Manager for Property and Technology Danny Do is, as his surname would suggest, a ‘doer’ in every sense, with an abundance of decisiveness and undeniably devoid of dithering.

So when he pondered Flight Centre’s purpose a few years back, the word ‘see’ struck a chord and set him on a path that has now seen over 10,000 VitrineMedia static backlit LED screens rolled out at some 800 outlets of the Australian arm of parent company and one of the world’s largest travel agency groups, Flight Centre Travel Group.  

...we have not only experienced a surge in visits to our windows but have been inundated with favourable comments on the vibrancy of our displays.

“Our Group purpose is to open up the world for those who want to see it – and what better way to do so than by providing them with the most beautiful and alluring images of the many amazing places across the globe,” says Danny while looking in on one of the first Flight Centre Australia retail stores to receive the VitrineMedia makeover back in 2016.

“Our iconic character ‘The Captain' has always been there to invite customers in but our previous displays didn’t give them that ‘wow’ moment. Sometimes the technology was on the blink, on other occasions the direct light washed out the visuals.

‘Our desire is to give customers enticing visual marketing messages around the clock, each and every day of the year, and when I put that to VitrineMedia Australia’s Managing Director Mike Toweel and he boldly stated that was precisely what his screens would do, I remember chuckling as in my line of work, a zero per cent hardware failure is just about unheard of.”

The laugh turned out to be on Danny as Mike’s pledge was not cheap talk, but a commitment based on experience and backed by VitrineMedia’s extensive research and development, meticulous manufacturing process and stringent quality control checks.

To date – that’s some three years and 10,000-plus screens later – there has not been a single hardware failure.

Michael.oechsle@trike.com.au

The Flight Centre installation comprises a mix of screen sizes and quantities depending on the nature and location of the retail outlets, with all stores having a least one A1, a drop of four A2s and a further drop of four A3s…and the larger sites multiple drops.

Our shopfront windows are, second only to our staff, our biggest assets as they provide an opportunity to advertise our products, airfares and specials and increase our street presence,” continues Danny.

“And since the installation of the VitrineMedia screens, we have not only experienced a surge in visits to our windows but have been inundated with favourable comments on the vibrancy of our displays.

“We’ve now turned our attention to the remaining 250 or so stores in the Flight Centre Australia family – which includes the likes of Travel Associates and Student Flights – and aim to have all 1,100 outlets fitted with the flexible and modern VitrineMedia solution by the end of the current financial year.”

“So yes, you could say ‘see’ remains the operative word.”

“We’ve seen the light in VitrineMedia, our customers are seeing us in a far more positive light and are increasingly engaging with us, and Flight Centre is seeing a positive impact on our bottom line.”

Gloria Jean’s gets its caffeine hit with VitrineMedia’s backlit LED screens

 
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Australia’s leading specialty coffee house, Gloria Jean’s Coffees, prides itself on being a step ahead, pushing the boundaries when it comes to innovation and customer service.

It has led the way with drive-thru coffee houses, it has recently undergone a most significant brand transformation and it’s now blazing a new trail with the roll-out of a suite of VitrineMedia static backlit LED screens across its nationwide operation of some 300 outlets.

But within the pioneering and go-getting Gloria Jean’s family – the company boasts almost 800 coffee houses in more than 55 countries – you will be hard-pressed to find a more avant-garde and passionate franchisee than Franchise Partner Fawaz Habib.

I immediately and absolutely loved what they did, delivering precisely what I was after

He’s the man who, you could say, LED the way by embarking on the VitrineMedia LED route even before the Australian arm of the global group of coffee houses had fully embraced the concept.

Trailblazer Fawaz, who runs the Gloria Jean’s Coffees drive-thru – the first in Australia – facility in the south western Sydney suburb of Greenacre with wife Fay, recalls how news that Gloria Jean’s was looking at the VitrineMedia product fired him up and had him rushing off to do his own research.

“I had a pressing challenge as my premises are a little on the dark side – and the ambience renders the signage such as menu boards, corporate branding and other product displays rather dull,” Fawaz says, adding that another area of concern was certain product lines not moving as well as he’d like.

That’s when he jumped the gun, got hold of VitrineMedia’s Australian head office not far down the road in Silverwater and requested a few screens on a short-term trial basis.

“I immediately and absolutely loved what they did, delivering precisely what I was after,” he declares.

“The trial display injected colour, life and excitement into the premises, transforming the interior and creating an inviting atmosphere that encourages customers to explore our range of food and beverage offerings.”

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Fawaz had no hesitation going from pilot phase to full installation when his meticulous tracking and monitoring of sales indicated that hitherto slow-moving menu items once they featured in the VitrineMedia screens, would deliver an impressive spike within 48 hours.

“It’s as certain as death and taxes – place a mediocre performing product in the VitrineMedia screens and watch it move to top seller status,” he enthuses.

The Gloria Jean’s Greenacre coffee house now has 14 VitrineMedia A1 backlit LED screens and a further 12 A2 screens serving as strategically located menu boards, along with a handful of counter stands used solely to convey the pricing of the various breakfast choices.

Fawaz appreciates, too, that the imagery, its quality and sharpness need to be the best possible to maximise the potential of the screens and create the desired effect. He has thus engaged VitrineMedia to attend to all his printing needs on the company’s large format latex printer.

“We get the most vivid and engaging displays possible, on top of which we do our bit for the environment as the latex prints are 100 per cent recyclable, as are the screens.

“It’s an all-round solution we will happily raise a cup of the finest coffee to!”