By Eraman on April 23, 2019
Strategic rebranding exercise aims to position ERAMAN as the most preferred airport travel retail and duty-free player in Asia Pacific
Selangor – 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.