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Capi Trading’s visual merchandising manual can help boost sales, and is an added benefit for its business partners |
Capi Trading is offering its clients a visual merchandising manual that aims to maximise sales. The manual has been especially developed to consider travelling consumers who have limited time and special requirements.
The manual shows how attractive and focused product presentation changes the buying behaviour of both leisure and business travellers, using floor and display plans to attract and motivate customers and to ultimately encourage purchase.
The company noted that visual merchandising in electronics retail is lagging behind other categories such as fashion, food and fragrance. The manual offers clear and simple guidelines to help Capi clients display products. Each display method calls for a different approach and there are straightforward instructions on how to fill showcases, slat walls, shelves, dump-bins and touch-and-feel presentations.
Options are presented by product group. Each product group has 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 top brands at specific levels in the presentation.
The manual is part of the company’s support package which includes on-the-spot trainings and presentations, readily available display material and a retail marketing programme based on emotion, focus and competence.
The 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 General Manager Jaco Vlemingh said: “Because of our close connection to Capi Retail we can offer our clients a focused assortment, which enables our partners to develop a profitable electronics business; less is more.
“This manual complements 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.”
About Capi Trading
Capi Trading (part of Royal Capi-Lux) is the dedicated business partner in electronic consumer lifestyle products for airport retailers, travel retailers, ferry and cruise line companies and military and diplomatic suppliers. Based on the available shopping space and the customer/passenger profile, Capi Trading offers several retail concepts such as a soft-franchise formula, a shop-in-shop and a wholesale option. Capi Trading distinguishes itself from other wholesalers and distributors in consumer electronics with its 100% focus on airport and other tax free/duty free retail.
Besides MiTone, Capi Trading offers leading brands such as Sony, Apple and Canon, as well as niche brands such as Leica, Denon, Dr Dre, and Harman Kardon.
