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.
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.
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