Eraman undertakes rebranding exercise

By FARA AISYAH

Malaysia Airports (Niaga) Sdn Bhd, or better known as Eraman, is undertaking a strategic rebranding exercise to position the company as the most preferred airport travel retail and duty-free player in Asia Pacific.

The Malaysia Airports Holdings Bhd retail arm is aiming to enhance its brand presence and awareness among local and international travellers.

This exercise will see Eraman realigning and revamping product categories and the stores’ concept designs, apart from conducting experiential marketing and digitalisation.

Eraman chairman Datuk Seri Michael Yam (picture) said in a statement yesterday that the organisation has not only seen significant sales growth, but improvement in creating unique experiences for travellers as well.

According to Yam, the perfume and cosmetic category is one of the growth drivers for Eraman, which saw commendable growth in 2018.

“This was no doubt contributed by our many new initiatives last year. We had opened four dedicated monogram concept boutiques under the perfume and cosmetic category — MAC, La Mer, Tom Ford and Jo Malone in Kota Kinabalu International Airport.

“We also opened three new stand-alone perfume and cosmetic boutique stores for leading beauty houses — MAC, Jo Malone and Gucci at the departure and arrival hall of the Kuala Lumpur International Airport. 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 contributed to Eraman’s growth include the tactical campaign with Malayan Banking Bhd’s credit cards which resulted in a 45% year-on-year (YoY) growth in the months of February and March 2018.

In addition, the Eraman Shopping Extravaganza #25AmazingYears Contest, which was launched in July 2018 and offered prizes worth RM1.2 million, also attracted more than 200,000 entries from Malaysia, China, India, Singapore, Europe and India.

Deputy Transport Minister Datuk Kamarudin Jaffar said the government is supportive of such initiatives as airports are major gateways into the country — contributing 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 is 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,” he added.