 |
Samsonite’s vending machine dispenses a range of useful travel accessories |
Samsonite, the world’s leading luggage brand, has introduced a number of hi-tech retail initiatives to the travel retail channel as it seeks to expand its stand-alone store format.
The global brand aims to bring innovation into the luggage sector and also wants to open more stand-alone shops in the travel retail channel, according to Vice President Retail Europe and Distributors Graham Carter.
Amsterdam Schiphol Airport is already a good partner, Carter noted.
Among Samsonite’s hi-tech initiatives – showcased on its stand at the TFWA World Exhibition in October 2012 – are a new website and a kiosk concept, in line with the company’s objective to harness both online and offline strategies.
“We are only able to carry a limited assortment of best sellers at an airport shop. Using this kiosk screen, passengers can shop from a wide assortment in the store and we can send it directly to their home or hotel via the home delivery service. Travellers can therefore view in-store and buy online,” Carter told The Moodie Report at the Cannes show.
He said the company stocked a high ratio of large luggage pieces – some retailing at €400-450 – so the new home delivery service was a convenient way to sell such bulky cases.
“These innovations use state-of-the-art technology,” noted Carter. “They remove the objections to purchase, such as weight and size.”
Another hi-tech innovation is a vending kiosk dispensing neck pillows and a range of other useful travel accessories where the passenger pays by credit card at the PIN terminal.
Finally, a new in-store app currently being developed will feature touch-screen weighing scales. After touching the screen and selecting the airline he/she is travelling on, the machine measures the case and tells the traveller whether the weight is allowable or not on that particular carrier.
“Airlines keep changing the sizes of cases allowed onboard, so this is a useful in-store service we will be able to offer,” he said.
The weighing and measuring application will be incorporated into the next round of Samsonite kiosks and stores.
The vending machines are offered to wholesale clients. Travel retailers lease them from Samsonite, Carter explained.
This hi-tech approach allows Samsonite multiple retailing options within one location. For example, at Istanbul Airport, the company has five points of sale: a stand-alone shop, a kiosk, and two or three vending machines. In addition, Samsonite has placed the vending machine next to a kiosk in Madrid railway station.
At Brussels Zaventem Terminal A, Samsonite has installed a landside kiosk in addition to its airside presence, and sales have not dipped as a result, according to Carter.
The machines are targeted at time-pressed travellers who hurry to their gate and have enough dwell time to purchase last-minute items, he added. But Samsonite has also found that an increasing number of passengers are opting to buy last-minute items landside.
 |
Using the screen inside this kiosk (pictured far right), passengers can shop from a wide assortment in the store and opt for home delivery |
Expanded range of travel accessories
Following a decision to take its travel accessories licence back in-house, Samsonite has widened its assortment of handbags and belts as well as neck pillows and electronic items. The large selection of models and colours is designed to offer practical solutions for travellers.
The new accessories feature a fresh and contemporary design and have been put through tough endurance tests by Samsonite, in a bid to make them durable as well as stylish.
The models are divided into four product families, each category with its own specific colour. They are: Packing Accessories, such as money belts, neck pouches, travel wallets, shoe bags and toiletry kits; Luggage Accessories, spanning key or combination locks, luggage straps, luggage tags, and luggage covers; Comfort Travelling, including eye shades, ear plugs, travel pillows and blankets, and a travel umbrella; and Electronic Accessories, such as computer cable bags and pouches, laptop sleeves, Neoprene mobile phone and camera cases, and business technology packs containing retractable mouse and USB cable.
Bringing more emotion into the luggage brand
In other news, in a bid to bring more emotion into the luggage brand, Samsonite has created a video campaign called “By Your Side” which features moving scenes of a family who are reunited in an airport Arrivals hall.
Watch the Samsonite By Your Side video at http://www.youtube.com/watch?v=GHrJyLm7gLg
For details, contact Graham Carter, Vice President Retail Europe and Distributors, tel: +32 55 333 210 or e-mail graham.carter@samsonite.com
