NETHERLANDS. Capi Global has developed a new ‘tailor made’ retail concept which it said can be adapted to the buying behaviour of shoppers at airports, cruiselines and ferries. The first full installation is onboard the Marella Explorer 2, where Harding Retail is concessionaire and Capi is electronics partner (see below).
Capi Global said its solutions are based around the key shopping drivers and reasons for purchase among travellers. Compared to airport retail, it noted, cruise passengers have more time on their hands to visit the shops onboard and they return to the shopping area more often during their trip.
Depending on the size and type of the available shop outlets, a customised shop-in-shop concept can be chosen with appropriate wall and floor units. Varied products in the assortment and frequent adjustments help “surprise” and “inspire” travellers, said the company.
As noted, an upgraded shop-in-shop onboard cruise ship Marella Explorer 2 is the first location where the new concept is fully implemented. The shop offers Capi’s key marketing concepts including The Gadget Table, Special Offer bins and a Travellers’ Choice wall to respond to impulse buying of travellers. Product presentation, notably in the wallbays, encourages touch and feel in-store.
Business Development Director Fatima Ezahra El Ayadi said: “We are very proud to be able to share our proven retail concept and give partners the opportunity to enhance their business. The market-specific approach ensures we optimally match the needs of travellers. We will further expand our strategy this year to offer travellers at airports, cruise and ferries an inspiring and exciting shopping experience.”
Capi Global, part of Capi-Lux, is a business to business distributor for airport, ferry and cruise retailing in electronics, plus military and diplomatic posts. The company offers franchise, shop-in-shop and wholesale solutions.
Capi, The Travellers Electronics Company – part of B&S Group – was established in 1894 and has 36 shops at 11 airports in Europe and South Africa.
