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Strategic rebranding exercise aims to position ERAMAN as the most
preferred airport travel retail and duty-free player in Asia Pacific
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Malaysia Airports Niaga
or better known as ERAMAN, the retail arm of Malaysia Airports Holdings Berhad
is taking bold steps to rebrand its duty free and duty paid retail stores as
well as F&B outlets to be bigger and better. This is in line with the
parent company’s Commercial Reset Strategy initiative that will see ERAMAN
playing an integral role through an expansion in its outlet spaces. During the
Commercial Reset, ERAMAN will also be realigning the product categories and
revamping the stores’ concept designs on top of enhancing guest experience
through experiential marketing and digitalisation.
The rebranding exercise
for ERAMAN after 25 years in the business is aimed at enhancing ERAMAN’s brand
presence and awareness amongst local and international travellers. The
initiative is indeed a significant and strategic one because it will make
ERAMAN superior and different from the competition. More importantly, it will
help position ERAMAN as the most preferred airport travel retail and duty-free
player in Asia Pacific by offering the most complete shopping experience through
excellent customer service.
Datuk Seri Michael Yam,
chairman of ERAMAN commented that the organisation has seen significant growth
over the years not only in terms of sales growth but also in terms of creating
unique experiences in the world of airport duty free in Malaysia. Following
this, ERAMAN is forging ahead this year to solidify its presence by refreshing
the brand.He continued to say that the Perfumes and Cosmetics category is one of the growth drivers for ERAMAN and it saw commendable growth in 2018. “This was no doubt contributed by our many new initiatives last year. We had opened 4 dedicated monogram concept boutiques under the Perfumes and Cosmetics category; M.A.C, La Mer, Tom Ford and Jo Malone in Kota Kinabalu International Airport. We also opened 3 new stand-alone Perfume and Cosmetics boutique stores for leading beauty houses; M.A.C, Jo Malone and Gucci at Departure and Arrival Hall of KL International. The Gucci boutique store is the first boutique store in South East Asia that has been introduced in the airport,” he added.
Other initiatives which had contributed to ERAMAN’s growth include the tactical campaign with Maybank Cards that resulted in 45% year-on-year growth in the months of February and March 2018. On top of that, the ERAMAN Shopping Extravaganza #25AmazingYears Contest launched in July 2018 which offered prizes totalling RM1.2 million had also attracted more than 200,000 entries from Malaysia, China, India, Singapore, Europe and India.
Also present at the event was the Deputy Minister of Transport, Datuk Kamarudin Jaffar who said: “The government is also supportive of such initiatives as airports are major gateways into our country – contributing to a lasting first impression for foreign visitors. We already possess world-class infrastructure at our airports. On top of which, the variety in international and local retail brands offered at our airports are the envy of our regional counterparts. Further enhancements to duty-free stores, redesigning of brand awareness elements and engagement with travellers are strategic steps that will provide a quantum leap in making Malaysia a first-world country.”
As part of the brand
refresh initiative, visitors to ERAMAN outlets will notice the new and stylized
logo which is the letter “e” that has been encapsulated within a hexagon
representing a gift box with the “e” formed by a ribbon that holds the gift.
Coloured in a vibrant purple palette, the design speaks to deliver its promise
of excitement – that in every path that a traveller takes, ERAMAN will be there
to give them a warm welcome and to make sure that no traveller leaves without a
heartfelt gift be it for oneself or as a souvenir for loved ones.
Other changes include
enhancements to the façade of all ERAMAN outlets, as well as new modern designs
for the staff uniforms. ERAMAN is confident that the rebranding exercise will
strengthen and build brand awareness through elements that are engaging,
meaningful, easily recognizable and transferable to all its outlets which
includes both merchandising and food and beverage segments.In conjunction with the rebranding launch event, ERAMAN also presented awards to business partners who have contributed towards the company’s growth. Three awards were presented:
i) The ERAMAN Excellence Award which recognises the highest revenue contribution by product category from business partners for the period between 2016 to 2018.
ii) The Best Growth Award for business partners who have demonstrated significant sales growth by product category for the period between 2016 to 2018, and
iii) The Most Supportive Business Partner 2019 Award which recognises the effort of a business partner in three areas, namely engagement by Leadership Team; capex support, and marketing support and innovation.
In addition, ERAMAN also
took the opportunity to acknowledge the top performers amongst its retail
operations staff. The selection was based on Mystery Shopper survey results
which was conducted by an external party. A total of 10 staff were recognised
based on criteria such as communications skills, greeting, product and service
knowledge, ability to cross-sell, staff professionalism, overall presentation
and personality, as well as store presentation and product display.
Apart from the Top 10
performing staff, ERAMAN also celebrated the achievement of another group of
employees who have dedicated their lifelong careers to the company. In
particular, 64 employees who have served the company for between 20 to 25 years
were duly recognised for their stellar and long service record.
Operating in five
international airports and one domestic airport in Malaysia, ERAMAN Duty Free
outlets offer a wide range of world class and exclusive products such as
chocolates, perfumes and cosmetics, liquor, fashion and accessories as well as tobacco
products that are sourced globally.
ABOUT MALAYSIA AIRPORTS
Malaysia Airports is one of the
world’s largest airport operator groups in terms of number of passengers
handled. It manages and operates 39 airports in Malaysia and one international
airport in Istanbul, Turkey. The 39 airports in Malaysia comprise five
international airports, 16 domestic airports and 18 Short Take-Off and Landing
Ports (STOLports). Its main airport, the Kuala Lumpur International Airport,
which also houses klia2, the 4th best terminal serving low-cost carriers (as
rated by Skytrax for year 2018) is striving towards being the preferred global
aviation hub. The two latest marketing awards won by Malaysia Airports at the
prestigious Routes Asia 2018 for the “Overall” and “Over 20 Million Passengers”
categories are a testimony to the organisation’s commitment in providing the
best connectivity at all its airports. Over the years, Malaysia Airports and
its airports have also received numerous other awards that acknowledged its
commitment towards excellence in various areas such as service, engagement,
corporate responsibility and governance. Malaysia Airports Holdings Berhad is
listed on the Main Board of Bursa Malaysia Securities Berhad (“Bursa Malaysia”)
ABOUT
MALAYSIA AIRPORTS (NIAGA) SDN BHD
Malaysia Airports (Niaga) Sdn Bhd, a
subsidiary of Malaysia Airports Holdings Berhad, is the largest airport duty
free and travel retail brand, operating more than 50 retail and F&B outlets
throughout Kuala Lumpur, Kuching, Kota Kinabalu, Penang and Langkawi International
Airport and Labuan Airport.
Our aim is to be Asia’s top value for
money duty free travel retailer by offering an exciting retail experience for
our customers.
Malaysia Airports (Niaga) Sdn Bhd
3rd Floor, Airport Management Centre,
KL International Airport,
64000 KLIA, Selangor Darul Ehsan,
Malaysia.
Tel: +603-877 66282 / Fax: +603-878
73747