July 23 2018  |  Technology

Capi looks to the future

By Rebecca Byrne

Capi’s own brand Mitone targets the more cost conscious traveler with products such as this Mitone fun action Cam

The electronics travel retailer offers a range of products to appeal to all types of customer.

Capi prides itself on introducing its consumers to new and emerging products. For example, it introduced drones into its stores several years ago when they had limited awareness and now they are a best seller particularly with Middle Eastern consumers. Fatima Ezahra El Ayadi, General Manager, comments: “We believe that travelers are early adaptors, they see new things every day and our stores in travel retail are a good platform to showcase the latest products.” More recently the company has seen a rise in demand for smart home accessories such as Google’s Alexa.

In 2011 Capi changed its business model from offering a wide range of products to a focused assortment of market leading brands. B brands have been removed and in their place Capi has introduced its own brand, Mitone, targeted at the more cost-conscious traveler. Mitone accounts for approximately 10% of the overall product mix. This new strategy enables the store to allocate more space to selling the market leading high-end electronics.

The clean uncluttered store presentation encourages browsing

El Ayadi comments that travelers do not want to see 50 products, they want to see a narrow selection of the market leaders so that they are able to make a quick decision within a limited time period. “We are constantly looking at ways to create a presentation which immediately shows how the product can add to the consumer’s life,” says El Ayadi. “We create a natural walk through in the store and before each category there are special offers. We add focused visuals to our concept and the clean uncluttered presentation encourages browsing.”

The online market is one of interest to Capi not a threat. “We offer good pricing compared to downtown, but have the latest products which creates a buzz for our customers,” says El Ayadi. “We are looking at omni-channel retailing to see how we can bring our stores into the customer’s home.” Already, the company operates the click and collect program at Schiphol and Copenhagen Airports and is looking to develop it in Frankfurt Airport.

Recently Capi opened a franchise store in Muscat with partner Air Rianta, which was its first step into the Middle East. Over the next couple of years the company plans to launch five more stores in the region starting in Abu Dhabi. A second store will open in Vienna in 2019 and there are several more tenders in the pipeline. Capi also sees potential in Asia, where it has a presence in China, and is looking to expand further in the region.

Brand News

January 17 2019

Armani cracks the Code Absolu with…

Armani Code has unveiled a new fragrance: Armani Code Absolu

By Mary Jane Pittilla

January 17 2019

Clinique customizes skincare with…

Clinique has introduced Clinique iD, the beauty brand’s first custom-blend hydration system made for both skin type and skin…

By Hibah Noor

January 16 2019

Coty to unveil Miu Miu fragrance…

Coty is set to launch the second fragrance from Prada-owned fashion brand Miu Miu, called Twist, containing a blend of classic…

By Mary Jane Pittilla

January 16 2019

Molton Brown to boost fragrance…

British luxury brand Molton Brown has unveiled plans to extend its prestige fragrance offer in 2019

By Jas Ryat

January 15 2019

New Gucci Guilty fragrances celebrate…

The new Gucci Guilty signature fragrances for men and women revel in the notion of men and…

By Hibah Noor

January 15 2019

Shiseido speeds up growth with…

Shiseido Travel Retail has opened its new office in Singapore, located in the heart of Singapore’s Central Business District

By Rebecca Byrne

January 15 2019

Champagne Lanson names new President

François Van Aal has been appointed President of Champagne Lanson by the Board of Directors

By Mary Jane Pittilla

January 15 2019

Haleybrooke launches Penderyn whisky…

Haleybrooke International, in collaboration with Richard McGratty of McG Consultants, has reached an agreement with Welsh…

By Mary Jane Pittilla

January 15 2019

Luxottica unveils King Power-exclusive…

Luxottica Group has collaborated with King Power International Company Limited on two King Power-exclusive sunglasses from…

By Jas Ryat

Copyright 2019 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap