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

May 22 2019

Spa Ceylon launches new collection…

Luxury Ayurveda brand Spa Ceylon has launched its new De-Stress Collection of health and wellbeing products designed to help…

By Jas Ryat

May 22 2019

Perrier-Jouët takes nature to a…

Pernod Ricard Global Travel Retail is hosting the first Perrier-Jouët HyperNature pop-up in Paris Charles de Gaulle Airport

By Mary Jane Pittilla

May 22 2019

Amarula unveils a taste of the…

Cream liqueur brand Amarula has unveiled a new addition to its range of unexpected flavors: Amarula Raspberry, Chocolate…

By Jas Ryat

May 22 2019

Nespresso and Caran d’Ache write…

Coffee specialist Nespresso and Caran d'Ache have launched the second limited edition of its award-winning pen made from…

By Jas Ryat

May 22 2019

Travelers discover meaningful beauty…

Shiseido Travel Retail has introduced a different beauty experience with the S E N S E art…

By Jas Ryat

May 22 2019

Shiseido starts a sensory revolution…

Shiseido Travel Retail, together with The Shilla Duty Free in Singapore and Singapore Changi Airport, has unveiled a brand-new…

By Hibah Noor

May 21 2019

The future looks scrumptious for…

Mondelez World Travel Retail is building on its biscuits momentum with a fun and interactive activation at London Stansted…

By Hibah Noor

May 21 2019

Imperial Brands commits to a trio…

At last week’s TFWA Asia Pacific show, Imperial Brands introduced three new concepts for its roll-your-own brand Rizla

By Jas Ryat

May 21 2019

Rémy Martin Cognac pops up tastefully…

Rémy Cointreau Global Travel Retail has partnered with China’s leading travel retailer China Duty Free Group to open Asia’s…

By Mary Jane Pittilla

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