Capi Trading introduces Visual Merchandising Manual for business partners
Hoofddorp, May 1 - Capi Trading, the dedicated business partner in consumer electronics for the travel and duty free market, is now offering its clients a Visual Merchandising Manual to maximise their sales.
The Capi Visual Merchandising concept has been especially developed for travellers, a distinct group of consumers who have limited time and special wants. Capi’s Visual Merchandising concept uses floor and display plans to attract and motivate customers and to ultimately encourage purchase. Attractive and focused product presentation enables simplifying buying behaviour of both leisure and business travellers.
Visual Merchandising is one of the most underrated, but also most decisive parts of a store formula. It functions as a 'silent salesman' and can help in boosting sales. In electronics retail the power of visual merchandising seems to be some steps behind other branches such as fashion/food/fragrance. By focusing on emotion and competence, the Visual Merchandising Manual is an added benefit for Capi business partners in electronics travel retail.
The Capi Visual Merchandising Manual has clear and simple guidelines to help the client display his products. Each display method calls for a different approach and so the Visual Merchandising Manual has easy-to-follow instructions on how to fill showcases, slat walls, shelves, dump-bins and touch-and-feel presentations. Options are presented per product group. Each product group has step by step instructions and pictures showing the best way to create structure on various displays available by limiting the number of products, defining the maximum size of price cards and placing A-brands at specific levels in the presentation.
This manual with options and guidelines for the various display methods and product groups is an added value to Capi’s Business-to-business partners. The manual is only part of the Business-to-business concept available for clients. The whole package includes on the spot trainings and presentations, readily available display material and a retail marketing programme based on emotion, focus and competence.
The visual merchandising manual has been used to train staff at Capi shops at airports in Europe and South Africa, and is now being introduced in Business-to-Business partnerships. Capi Trading - part of Royal Capi-Lux - has extensive experience in the Duty Free and Travel market and shares fully in the retail know-how of the parent company.
"Because of our close connection to Capi retail we can offer our clients a focused assortment, which enables our Business-to-Business partners to develop a profitable electronics business; less is more" explains Jaco Vlemingh, General Manager Capi Trading. "This manual compliments that assortment and our clients will benefit from the clear and concise presentation. We aim to inspire customers and we believe this manual creates real added value for our clients."
Capi, The Travellers Electronics Company - 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.
Capi distributes electronics through owned shops at airports in Amsterdam, Frankfurt, Munich, Helsinki, Oslo, Johannesburg and Cape Town, as well as business to business partners. Capi is active at 17 airports throughout Europe, the Middle East and South Africa and is the largest electronics airport retailer and B2B-distributor for airport retailing in electronics.