Kronberg-based electronics company Braun officially unveiled its second shop-in-shop, featuring a ‘Lift & Learn’ station, last month at a ribbon cutting ceremony at Frankfurt Airport Terminal 1.
Located in PAX Airport Shopping’s electronics landside store, the space follows the brand’s introduction of the Lift & Learn initiative last year to the airside Departures area of Frankfurt Airport Terminal 1.
Speaking at the ribbon cutting ceremony, Tax Free Trade Klaus Mellin (Braun’s travel retail sales agency) Managing Director Klaus Mellin said: “Because of the good relationship we have with Fraport and PAX Airport Shopping, we have been able to implement a state-of-the-art facility in such a prestigious airport as Frankfurt. It is not only one of the hubs of the world but also Braun’s home airport. I would like to thank PAX Airport shopping, The Marketing Company (TMC), who were instrumental in some of the technical development here, Procter & Gamble (P&G) and Fraport.”
Left to right: PAX Airport Shopping Purchase Director Jan Zeleny, Tax Free Trade Klaus Mellin Managing Director Klaus Mellin and Fraport Senior Vice President Retail and Properties Ute Pohl officially open the shop-in-shop at the ribbon cutting ceremony |
“This beautiful shop-in-shop will build equity and will be a brand ambassador for Braun,” added Mellin. “We also see it as a growth engine that will bring footfall and retain passengers’ interest in the store for longer.
“It was our goal to enhance and improve the shopper experience, make it easy to navigate around the different products and enable customers to better understand the portfolio we have, from toothbrushes to haircare and shavers, through clear communication.”
Fraport Senior Vice President Retail and Properties Ute Pohl: “Thank you to Procter & Gamble and Braun for this beautiful store concept which meets exactly with the main topics of our retail strategy. The digital elements will attract more customers to the store, which also gives famous German brands such as Braun more presence.”
The Lift & Learn shaver station offers customers insights into the benefits and features of the products in four different languages: English, Mandarin, Spanish and Portuguese |
Tax Free Trade Klaus Mellin Sales Manager Europe and Americas Franziska Kuri demonstrates how the interactive Lift & Learn feature works |
Available in Spanish, English, Portuguese and Chinese languages, the Lift & Learn station showcases Braun’s shaver range and allows customers to interact in their own language and learn about the benefits of the products. When the consumer lifts the product up, the corresponding animation plays on the screen (as pictured above).
Besides the Lift & Learn station, the shop-in-shop also features a travel retail concept display, which includes battery operated products that are suitable for travel, a gifting display which features limited edition products for males on one side and females on the other, haircare products, Oral B toothbrushes and Braun household items.
Speaking to The Moodie Davitt Report in Frankfurt, Mellin said that since the shop-in-shop began operating at the beginning of March, Braun has already noticed an uplift in sales. He added that footfall has been driven by word of mouth communication among Chinese travellers.
On the electronics offer in travel retail, Mellin noted that it is not considered a core category by retailers and space is at a premium. “We struggle to get space at airports, but where we have a dedicated display concept, sales do increase.”
Located in PAX Airport Shopping’s landside electronics and accessories store, the shop-in-shop aims to improve the shopper experience |
Braun introduced its first dedicated display concept in Buenos Aires Ezeiza International Airport in 2012, which, according to Mellin, led to sales almost tripling in the first six to 12 months of operating. “If we have a meaningful display and can communicate the benefits of the products and show there is a selection and not just one product, that definitely helps to increase sales,” noted Mellin.
In terms of travel retail growth, Mellin revealed that Asia remains a key focus for the brand, with Korea its biggest market in duty free, closely followed by Japan and China.
“Our growth rates are positive and we’re riding on a good wave at the moment. As long as people travel they will buy. If we give them a good shopping experience and they feel they can rely on the products and recognise the Braun quality then the rest comes automatically.”
Mellin also noted the strength of the company’s inflight business. “Airlines recognise there is a need for electronics products; on some airlines we have been selling a battery shaver for more than ten years for the simple reason that sales remain steady because a big percentage of men forget their shavers when they travel.”
Braun will be exhibiting at the upcoming TFWA Asia Pacific Exhibition (stand B2/H11)
