Dufry Duty Free Shop at Madrid-Barajas Airport Showcases Synced Brand Messaging


onthespot, a Telefonica company, developed an end-to-end solution using Intel technology to create a highly personalized environment with high-impact promotions to capture attention and engage the diversity of travelers hurrying through Dufry’s Duty Free Shop at the Madrid-Barajas Airport in Spain. onthespot’s spotdyna platform enables shop locations throughout the world to be controlled simultaneously from a single, central dashboard. Intel-powered servers and Intel gateways are used to gather customer data in each store.

Nominating Company: Intel, Hillsboro, Oregon
Venue: Retail Digital Experience Management: Transforming Dufry Duty Free Shops Worldwide, Madrid, Spain
Project: Retail Digital Experience Management: Transforming Dufry Duty Free Shops Worldwide
Category: Retail Environments


Dufry has 2,200 shops in 63 countries and serves more than 100 nationalities every day. With customer experience a top priority, they wanted to promote engagement in their duty free shops. Today’s digital technology provided a path to innovation that would offer new experiences for customers and leadership for the Dufry brand. Dufry wanted to deliver a personalized shopping experience to customers with a wide range of languages, brand affinity and tastes. And they wanted to capture travelers’ attention while showcasing multiple brands effectively.

onthespot developed a solution using Intel technology that creates a unique shopping experience in a unifed, dynamic environment. It’s designed to focus all of the shop’s digital resources on a single campaign for a few seconds or minutes, tailored to the customers in the store. For example, flight information is used to make language choices, and technology can help determine the number and gender of shoppers at any given time. As customers move through the shop, lights, music and all messaging on signs and screens are synchronized. Customers’ attention is focused on one major experience with one product or brand rather than many small messages about many brands dispersed around the store. The experience is orchestrated, immersive and feels very personal — dramatically different from the typical retail environments shoppers are accustomed to. Solution elements include messaging on interactive digital signs and video walls, music and sound effects and lighted floors and ceilings.

The first installation of the solution was completed in 2017 at the Madrid-Barajas Airport in Spain. This solution gives shoppers a completely new experience. It gives the store’s featured brands more effective exposure and increases customer satisfaction, which can drive revenue. It also gives Dufry differentiated shops a worldwide solution managed from one location and the opportunity to be a leader in retail digital technology.

Dufry Duty Free Shop pic

Telefonica onthespot

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