With the ever-increasing crime wave in Victoria impacting retailers more and more, and with no real sign of improvement, Endeavour was forced to rethink how it protected its tobacco stock. The team went looking for a solution that combined strength, simplicity, and solid support. They found it in VDMS cigarette dispensing machines and the broader Vision 2 Display media displays ecosystem.
“We put our first unit into Carrum Downs after multiple break-ins” says Ross Gilberthorpe, Marketing Manager at Endeavour. “We looked at a range of systems and VDMS cigarette dispensing machines came out as the most economically viable and technologically advanced for our needs, and they were good people to deal with.”
Security that stands up under pressure
The early installations were tested in the toughest possible way. “Two of our units were attacked during robberies with crowbars,” Ross explains. “They did damage the frontage, but they could not get into the machine. No smokes were taken.” The units were repaired and returned to service, and Endeavour has since expanded its use of VDMS cigarette dispensing machines across additional sites, including Hastings.
For Ross, “even though they took a battering with crowbars, the machines held, and VDMS were quick to respond with repairs. That level of durability and support matters.”
Simple for teams, seamless with POS
Security is only half the equation. Day-to-day usability has to be right, or the gains are lost in operational friction. “Once sites complete the basic training, staff get on with it. I cannot recall complaints about using or training on the machines,” says Ross. “Restocking is straightforward, and the POS integration just works. If software needs an update, VDMS handles it. No fuss.”
Digital media that scales store-wide
Endeavour also runs the Vision 2 Display media displays across the network. After trialling other providers, cost structure and scalability became decisive. “With some platforms you pay for a separate licence per screen, which gets expensive very quickly if you want more coverage,” Ross notes. “VDMS offered a single store licence that covers multiple screens. That is far more cost effective and gives us scope to expand.”
The operational advantages are clear. “Time-of-day digital advertising is the way forward. Morning, noon, and night, you can run different promotions from head office at the push of a button. Compared with printing, mailing, and manually swapping tickets, digital is faster, cheaper in the long run, and much more responsive.”
Endeavour and VDMS are also collaborating on gondola-end mounts and other practical display hardware so stores can extend digital reach beyond the counter.
A partnership that fits Endeavour’s values
As a family-owned Australian business, Endeavour looks for partners with similar roots. “You can always chase a cheaper option overseas, but that does not help the local economy, and it often does not help when you need support,” says Ross. “VDMS meet the criteria that matter to us. They communicate, they turn up, and they do not leave you sitting in a phone queue.”
Operating through a tougher tobacco market
Like many retailers, Endeavour has felt the impact of illicit tobacco. “The hit to legitimate sales has been huge. In some areas we have seen reductions of sixty to eighty percent,” Ross says. “Tobacco was never about big margins, but it was reliable cash flow and it brought basket spend. When that falls away quickly, the cash flow pain is real.”
That is why Endeavour separates tobacco from general shop performance in reporting. “We track the shop on its own and look for margin growth in other categories. Tobacco is measured as a single line item so we can see the true picture and make better decisions.”
Why the mix works
For Endeavour, the combination of VDMS cigarette dispensing machines and the Vision 2 Display media displays delivers tangible benefits.
- Security and safety: Strong physical protection deters theft and reduces loss, while staff report greater peace of mind.
- Operational efficiency: Simple restocking, clean POS integration, and fewer interruptions for managers.
- Marketing flexibility: Centralised, time-of-day content that adapts quickly without print and freight costs.
- Scalable economics: A store-wide digital licence keeps the cost curve in check as screens are added.
- Responsive support: Fast repairs and clear communication when it counts.
“VDMS are not just a supplier. They are a facilitator,” Ross concludes. “They help us move faster and protect what matters. In this market, that is exactly what retailers need.”
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