ELECTRONICS REPORT


“In Asia, buying electronics in travel retail is based on trust and authenticity, whereas in South America it might be triggered by high local taxes which can be avoided by purchasing in duty free.”


Sven Olschewski, Senior Market Strategy Manager, Braun


some past revenue will be lost at airports as a result says: “Retailers underestimate the [electronics] opportunity as they do not give the category enough space. Liquor, perfume, cosmetics and luxury still dominate. “There is a need to increase space


for the millions and millions using smartphones, tablets and wanting to buy accessories. There are exciting opportunities ahead.” The pandemic has afforded Travel


Below: Travel Blue’s Lexingham range.


locations launched the Braun M90 Battery shaver and Oral-B battery toothbrush. “Impulse products catering to US


domestic passengers that do not require shelf counselling are the perfect prerequisite for a new listing during Covid.”


The threat of online UK-based travel accessories brand Travel Blue says selling electronics will become more challenging in general duty free stores – not specialist electronic outlets – due to online sales. Jonathan Smith, Executive & Travel Retail Director, Travel Blue Group, who believes


Blue the time to reflect on its future strategy and distribution. Smith comments: “Due to our strong financial position at the start of Covid, we used this period to invest in other companies. These investments will put us in a much stronger position and help us expand our portfolio and distribution in travel retail.” In addition, the company has


been working on distributing into more local markets. It has even introduced a brand specifically for local distribution. “With our travel accessories


brands, new hygiene range, Lexingham mobile accessories and Zoom reading and sunglasses, we will be in a very good position when


the travel retail market recovers.” Another company striving


to capitalise on the recovery is PanzerGlass. In October, the firm appointed experienced travel retail executive Alan Brennan as Director New Channels. Brennan, who is covering GTR and


new international domestic market channels, talked up the importance of the emerging device hygiene category. “Unfortunately, consumers are


not placing enough emphasis on device hygiene,” he says. “Either the end user is not cleaning their device or is using a basic screen cleaner without anti-bacterial properties. “Largely, this is driven by the


current lack of awareness on the importance of having a daily routine of sanitising your device, specifically as smartphone/mobile devices contain transmittable bacteria. “However, this is changing


with heightening awareness on the importance of hygiene in the new normal.” Retailers will place greater


emphasis on device hygiene, as shopper demand for pre-planned and impulse purchasing online and instore increases. “The device hygiene category


and antibacterial spray should not only be placed within the mobile accessories segment. They can be inserted in multiple places instore to trigger impulse purchasing.” Few electronics products are


purchased on impulse, says Travel Blue’s Smith, who admits trying to tap into the impulse opportunity. “With our Lexingham brand of


mobile phone accessories, we have focused on the impulse side of cables and chargers.” «


PanzerGlass’s new launch


PanzerGlass has launched its Next Generation Micro Facture Technology, All in One Antibacterial Screens for the iPhone 12 range. “Further announcements on


breakthrough product innovation and business development in travel retail will be announced shortly,” Alan Brennan, Director New Channels, PanzerGlass tells TRBusiness.


36 TRBUSINESS The launch of the antibacterial


screens follows the roll-out of the Spray Twice a Day and Swarovski DualPrivacy CamSlider collections in DF&TR prior to the pandemic. Brennan adds: “Pipeline orders for


these products were strong. This has continued during the ‘new normal’ with strong performances in domestic markets both online and instore.”


DECEMBER 2020


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