Capi plans new world order at Schiphol

Andrew Pentol

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Royal Capi-Lux has is to open a new shop concept at Amsterdam Schiphol airport, focusing on the five worlds of Sound and Vision, Entertainment, Office and Travel, Health and Care, and Gadgets

Dutch electronics travel retailer Royal Capi-Lux is to introduce its new Innovations on the Move shop concept next month at its store in lounge two at Amsterdam Schiphol airport. The new-look Capi stores will be divided into five sections, or “worlds”, called Sound and Vision, Entertainment, Office and Travel, Health and Care, and Gadgets.

Three levels of signage, indicating the world, product group and brand, will help customers to navigate the stores. Each shop will feature LCD screens—whose dimensions vary to suit the size of each outlet—that highlight the latest products and releases. Touch and feel elements will also be implemented allowing customers—60% of whom are leisure travellers—to experience the latest advancements in technology.

Capi COO Jan Okhuijsen told DFNIonline: “In this concept, innovative products such as Apple iPods and GPS navigation systems play a key role in attracting customers to our shops, which are a must for experienced and frequent travellers keen to check out the latest technological developments. Once inside the stores, our wide range of products and excellent staff are able to convert browsers into buyers.”

In addition to working on the new concept, the retailer took over the 100sq m (1,076sq ft) store previously operated by Photair in transit hall B at Frankfurt International airport on February 15. The new 70sq m (753sq ft) non-Schengen shop in terminal two is set to open in June. The company will also introduce a four-week promotion at the start of next month including several in-store activities and opening offers.

Okhuijsen added: “The stores at Frankfurt may not be as big as some of our others, but we are still looking to implement certain aspects of the new concept.”

The company is now gearing up for the spring period following a record-breaking end to 2007. “December was a very good month for Capi with record sales in all our outlets. January and February are usually quiet with hardly any new product releases. New product line-ups are usually introduced in the spring.”