Travel retail electronics and lifestyle company Capi is focusing on key marketing and engagement tools to improve shopping experience in its outlets.
Part of the Dutch B&S Group, Capi leans on its new Traveller’s Choice concept to drive its business.
Capi introduced Traveller’s Choice this year, encouraging customers to decide the company’s best-selling products.
“By selecting the fast and best-selling products, Capi helps travellers by offering them a focused assortment that better suits their needs,” Capi stated.
All shops also include a Gadget Table, placed in a prominent position and offering customers a range of gifts and gadgets. The selection is themed and changed regularly. Stores also feature Apple tables, showcasing the brand’s latest products.
The company said it is also using marketing knowledge from other travel retail sectors such as luxury goods, fragrances and food to boost engagement with travellers.
Royal Capi-Lux Managing Director Peter Wiggers said: “Marketing drivers from these sectors have inspired us to create an emotional, inspiring shopping experience through the use of attractive visuals and displays, while keeping a clear focus on the product offer.
“Consumers all over the world expect to find electronics and, increasingly, lifestyle products when they travel. They look for brands they know along with niche and innovative products.”
As both a retailer and supplier, Capi concentrates on global brands such as Apple and Philips, along with what ti calls ‘niche’ brands including Leica, Bang & Olufsen and Harman Kardon. The company also provides its own exclusive brand MiTone and the travel-exclusive Clöudz products.
At next week’s TFWA World Exhibition in Cannes (Blue Village G31), Capi will highlight its MiTone range, which includes a new line of travel accessories such as sleeping masks, flight socks, TSA locks, luggage traps, as well as electronic accessories such as a Bluetooth adapter and a high definition headphone.
