GERMANY. Braun has revamped its four shop-in-shop boutiques in the Pax Airport Shopping electronics stores at Frankfurt Airport.
The shop-in-shop concepts for both the Braun and Oral-B brands feature large visuals and technology that allows consumers to compare product specifications in five languages, including Chinese.
Braun Duty Free Project Lead & Marketing Manager Sven Olschewski told The Moodie Davitt Report: “The concept introduces the new Braun brand equity including large scale visuals and combines it with an innovative exhibition concept.”
The concepts also feature interchangeable product plates and Olschewski added: “Not only are the SKUs exhibited vertically through connecting them via the socket to the product plates, [but] the product plates themselves are also interchangeable. This enables sales staff to change the lineup depending on stock or promotions.”
The concept has been introduced in four Pax Airport Shopping stores – one landside and three airside – at the German airport. Pax CEO Thomas Deckert commented: “Braun and Oral B are famous brands which we love to present. We like the new boutiques very much as they drive even more shoppers into the store through their good and timeless design.”
Looking ahead for the concept, Olschewski added: “So far this concept is globally unique used as a marketing beacon in travel retail, yet we aim to roll it out at other locations in Asia and Europe.”