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.

Look out for William Grant’s brands in Gimpo

William Grant & Sons is delighted to announce that it is now listed at the second largest airport in Korea, Gimpo International.

Starting from May, William Grant’s major brands Glenfiddich, The Balvenie and Hendrick’s will be sitting proudly on shelves, giving a further boost to its Asia Pacific sales.

Says Scott Hamilton – Global Travel Retail Director Asia Pacific: “This is yet another win since appointing CS Trading as our official partner/distributor in the market since May 2016. Gimpo International Airport is a key hub for routes to and from Beijing, Shanghai and Tokyo, so we expect this to be a particularly successful venture.

“Asia Pacific remains a key regional area for William Grant & Sons, particularly in the premium and prestige segments. It’s vital business for us, accounting for nearly 50% of our total GTR sales in these segments.”

Capi’s travel exclusive Mitone launches new packaging design and logo

As the leading airport retailer of consumer electronics, Capi, The Travellers Electronics Company, always offers the latest innovations in its stores as one of the first on the market. To keep up with these trends, Capi constantly develops its travel exclusive private brand Mitone. That is why Capi launched the new and highly innovative Mitone packaging and logo in March of this year.

The new packaging emphasises Capi’s three marketing drivers Emotion, Focus & Competence. The focus is on the product’s added value rather than its technical specifications. The packaging contains an inside flap where the product’s benefits are clearly visualised. Moreover, all products now have their own product name rather than solely a product number. In this way, the product represents a particular emotion or lifestyle the traveller would like to maintain instead of just a number. Capi collaborated with the award-winning design company Brum Design to create the new packaging for its travel exclusive private brand.

To create an exciting shopping environment for travellers, Capi promotes similarity and consistency in its stores with this uniform design. Peter Wiggers, Managing Director Royal Capi-Lux, indicates: “With this new design, travellers’ decision process is made even easier and impulse buying behaviour is encouraged. This is supported by our marketing concepts, such as Travellers Choice, where the new packaging easily highlights the fast-selling, best-reviewed Mitone products and on The Gadget Table, where travellers find surprising Mitone gifts and gadgets such as VR glasses.”

Mitone’s new logo offers a fresh look with a modern colour scheme. It immediately attracts the trendy, but price-conscious traveller searching for the latest innovations. The new packaging is already available in the Capi stores and will be presented during the TFWA Asia Pacific Exhibition & Conference.

About Capi
Capi, part of B&S, was originally established in 1894 and 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.