BRAND SPOTLIGHT: PANZERGLASS
PanzerGlass to develop travel retail business with promotions
Very early on PanzerGlass recognised the importance of the global DF&TR industry to building brand exposure in foreign markets and is pleased to report steady progress since first co-exhibiting at the TFWA Asia Pacific show in 2018, as Andrew Pentol discovers.
D
anish company PanzerGlass may have launched its new and exclusive protectors for
tablets and mobile phones when it was established in 2013, but it took another four or five years before the brand really started exploring DF&TR as a market for these types of products. In 2017, Christian Butzer, Global
Sales Manager, Global Travel Retail Manager visited the TFWA World Exhibition in Cannes to learn about travel retail. The following year he attended TFWA Singapore, where the company co-exhibited with a distributor. “PanzerGlasss
immediately
realised the opportunities to create brand exposure by being available in airports and other travel retail locations,” Butzer tells TRBusiness. “Since then, we have become a member of the Tax Free World Association and exhibited at the Singapore and Cannes events in 2019. “In order to be a globally
renowned brand [for protectors], like we are in telecommunications and as premium resellers of Apple products, it is important to be present in the GTR industry.” Currently, PanzerGlass is offering
screen protection for smartphones, tablets and notebooks in the channel because it believes these are the most popular carry-on items for travellers in airports, train stations and other DF&TR locations. In addition to the screen
protection range, the company has launched a new antibacterial screen cleaning liquid line (Spray Twice a Day), developed in partnership with the Danish Technological Institute. Travel retail exclusives will eventually be available in both ranges.
MAY 2020
“Spray Twice a Day is an antibacterial screen cleaner without alcohol. It is based on sustainable ingredients, but still kills 99.99999% of all bacteria and germs on the display surface.” The plan was to showcase the
Spray Twice a Day line, Swarovski DualPrivacy CamSlider collections and Skross/PanzerGlass and PopSockets/PanzerGlass bundles at this year’s TFWA’s Singapore Conference and Exhibition, which was cancelled due to the Covid-19 crisis.
GTR exclusive products “We will now turn to individual and tailormade soft launch projects with our partners as soon as possible. “Besides our strategy to offer
screen protection and privacy for smartphones, tablets and notebooks, we see a strong focus on GTR exclusive products. “These go hand-in-hand with the
travel retail exclusive bundles we will create with our partners.” In terms of partnerships,
PanzerGlass has established a strategic DF&TR alliance with Swiss brand Skross, which stems from their close relationship in other channels. “For GTR, we are planning
common promotions [with Skross] like we already conducted in the Fotec electronics stores at Frankfurt International Airport and with Capi at Copenhagen Airport.” A partnership is also in the offing
with privately-owned consumer electronics accessory company PopSockets, with whom PanzerGlass is working on the first travel retail exclusive products and bundles. The Capi promotion was based
on a pop-up exhibition featuring the complete PanzerGlass range. The exhibition was located in
A pop-up exhibition in the Scandinavian Airlines Gold Lounge at Copenhagen Airport was in place throughout February 2020 as part of a partnership with electronics retailer Royal Capi-Lux.
the SAS Scandinavian Airlines Gold Lounge at Copenhagen Airport in February. Promoters stationed at the lounge
during peak times distributed vouchers guiding visitors to the nearby Capi store. Butzer comments: “This worked
out very well, as Capi increased revenue and traffic to the store from the gold lounge. “The plan is to extend the
partnership with SAS and establish pop-up exhibitions, not only in Copenhagen, but Stockholm and Oslo as well.” «
“In order to be a globally renowned brand [for protectors], like we are in telecommunications and as premium resellers of Apple products, it is important to be present in the GTR industry.”
Christian Butzer, Global Sales Manager, Global Travel Retail Manager. Panzerglass
TRBUSINESS 93
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