Capi turns travel essentials into travel must-haves

Capi, The Travellers Electronics Company, offers travellers an inspiring shopping experience in its lifestyle stores and turns travel essentials into travel must-haves. The airport retailer changed Charging Solutions essentials into exciting impulse items. Capi’s exclusive collaboration with Skross, the leading travel accessory brand, clearly illustrates the influence of good propositions on impulse buying behaviour.  

Over the years, Capi’s Charging Solutions category has obtained a crucial role in its stores. Peter Wiggers, Managing Director Royal Capi-Lux states: “We have rendered this basic category into an exciting product group, where the focus is on impulse buying behaviour. This category went from ‘low involvement travel essentials’ to ‘travel must-haves’.” How has this been achieved?

Capi dedicates a relatively large amount of its stores to this category. The focus is on the products’ added value rather than technical specifications. These benefits are clearly communicated with powerful, to-the-point expressions like ‘Need power?’. Furthermore, Capi uses a strong brand portfolio and divides this category into 3 segments including cables, back-up batteries and travel adapters.

 Another reason why this category booms at Capi? “We create special promotions and exclusive propositions together with our suppliers. With Skross, we often create special packaging and propositions, like the customised box we co-created holding a world adapter specially designed for ‘100 years of Schiphol’. Or the ‘emergency travel kit’ with everything you need while travelling; a practical case for every traveller containing a travel adapter, a battery, cables and more. These special propositions turn this category into an exciting one and create a reason to buy now.” indicates Wiggers.  

Capi constantly improves the presentations in its stores to offer travellers an exciting and inspiring shopping environment. With Skross, Capi found a revolutionary way to create volume presentations and to reduce the amount of packaging materials. This again encourages impulse buying. Sam Geber, co-founder of WorldConnect/Skross, states: “We look forward to further strengthen our collaboration with Capi. We are excited to enhance our visual presence in the Capi stores by continuingly improving our POS displays and by developing new ways to facilitate store navigation and to improve customer experience.”

About Capi
Capi, part of B&S, was originally established in 1894 and currently has its headquarters in Hoofddorp, the Netherlands. Capi is one of the founders of the Amsterdam Airport Shopping Centre and has been active in airport retailing since 1957. The company is active with 35 shops at 10 airports throughout Europe and South Africa and with franchise locations in Ukraine and China. Capi is the leading electronics airport retailer and B2B distributor for travel retailing in electronics.