Ramesh Cidambi, COO Dubai Duty Free tells TRBusiness how its partnership with advertising company JCDecaux will have an important part to play in the future of its business, as it attempts to offset the ongoing negative impacts of currency volatility and devaluations.

As reported, last year Dubai Duty Free, Dubai Airports and JCDecaux announced that they had created the first ‘worldwide collaboration’ between an airport authority, advertising company and travel retail operator, which promised to offer ‘Drive-to-Store’ data driven advertising at the airport, and commenced fully on 1 January this year.

“It has been fantastic,” Cidambi told TRBusiness. “It allows Dubai Duty Free, Dubai Airports and JCDecaux to communicate with passengers in a manner that is much more integrated.

“It allows us to make better use of the fantastic assets that we have in terms of the digital screens…We have the opportunity to display a consistent message as the passenger is walking through the airport which I think is unique and which I think will be beneficial for all three parties.”

However, what could be more valuable to all three parties is the data sharing element of this new partnership…

Watch the video below to find out more.