"It's not like a normal department store where a customer can put something on order or lay-by," Nuance Group Australia & New Zealand CIO, Fraser Reynolds says. "When a passenger comes through the airport that's it, we only get one bite of the cherry." 
In 2007, the international duty free retailer which operates on eleven continents, was manually tracking sales.The lead time for its products was sometimes as long as three months, meaning miscalculated demand would translate directly into lost sales.
So, what to do?
Recognizing that the inefficiency of their current sales tracking system was causing their stock to poorly match actual customer demand, the company adopted a new forecasting software. They used the IBM created Dynamic Inventory Optimisation System, to incorporated automated sales tracking and forecasting directly into their sales system - and it worked. 
Despite throwing caution to the wind, the CIO recalled "Looking back, it probably wasn't the best idea to start with our biggest store," the transition went off successfully. In the immediate aftermath, Nuance reported increased sales, inventory reductions of up to 15% and reduced stock shortage.
This year, the company continues to grow as their newest contract with Bulgarian Airways is projected to gross 180 million euro over the next five years. 
|Nuance's latest contract is expected to deliver €180 million in sales over five years|
Nuance's latest contract is expected to deliver €180 million in sales over five years