22 April 2019: Positioning Eraman as the most preferred airport travel retail and duty-free player in Asia Pacific
Malaysia Airports Niaga or Eraman, the retail arm of Malaysia Airports Holdings Berhad is taking steps to rebrand its duty-free and duty-paid stores, as well as F&B outlets.
This rebranding exercise is in line with the parent company’s Commercial Reset Strategy initiative is aimed at enhancing Eraman’s brand presence and awareness amongst local and international travellers, as well as to position the brand as the most preferred airport travel and duty-free player in Asia Pacific.
“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.
“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,” said Deputy Minister of Transport Datuk Kamarudin Jaffar.
At the brand refresh launch, Eraman Chariman Datuk Seri Michael Yam commented that the organisation has seen significant sales growth over the years with Perfumes and Cosmetics as the main driver, and is looking forward to create unique airport duty-free experiences in Malaysia.
Monogram-concept boutiques of international brands MAC, La Mer, Tom Ford and Jo Malone are now opened in Kota Kinabalu International Airport. Another three stand-alone boutiques for MAC, Jo Malone and Gucci were also established at the Departure and Arival Hall of KLIA.
Visitors at Eraman outlets will now see the brand’s new and stylised logo, which has a hexagon that represents a gift box encapsulating the letter ‘e’ formed by a ribbon that holds the gift. It also comes in a vibrant purple colour palette that provides travellers excitement and a warm welcome.
Staff at Eraman outlets are also donning new uniforms for a more modern appearance. The façade of these outlets are also enhanced for a fresh look.
In conjunction with the launch, Eraman took the opportunity to acknowledge its top performers in retail operations.
A total of 10 staff were recognised based on communication skills, greetings, product and service knowledge, ability to cross-sell, professionalism, overall presentation and personality, as well as store presentation and product display. The achievements of 64 employees who have served the company 20 to 25 years were also celebrated.