RIDGEFIELD PARK, N.J.--(BUSINESS WIRE)--C&A Marketing Inc., a leading global manufacturer, distributor and online reseller of photographic and consumer electronic equipment is adding SkyMall to its stable of iconic brands. SkyMall, which created the category of “in-flight retailing” thanks to a once ubiquitous catalog, which at its peak, was in the pocket of every airline seat and viewed by nearly 30 million air travellers annually. Over its 25 years of operations this resulted in 650 million impressions.
“Thanks to the changing times and in-flight Wi-Fi, the once iconic travel-related brand became less relevant and more entertaining. While items like life size yard gorillas are interesting to look at, they’re not usually the kind of impulse or insightful purchase that will resonate with travellers,” said Chaim Pikarski, Executive Vice President of C&A Marketing. “Our goal is to bring the SkyMall brand back to its roots, back to the brands, products and technology that relate to all travellers.”
C&A Marketing has a proven track record in turning around iconic brands. As the authorized licensee for Polaroid instant digital imaging products, the fast growing sports action cameras, IP home security cameras and photo accessories, C&A plays a significant role in the resurgence of the iconic American imaging brand. More than leveraging the brand’s instant DNA, C&A’s products also connect the brand that created social media sharing to a new generation of consumer with their highly successful digital instant products like the Polaroid Z2300, the Polaroid Socialmatic and the soon to be released Polaroid Zip mobile printer. In addition, C&A created a new category of lifestyle action video cameras with the Polaroid Cube. While diverse in features and benefits, all these products have been exceptionally well received by consumers and industry alike.
Additionally, C&A Marketing purchased the Ritz Camera & Image brand over two years ago and completely reengineered the retail experience which has been a key factor in the turnaround of this once legendary retailer. More than turning a profit with existing stores, C&A has added new stores, as well as revamped the brands’ on-line experience.
“This isn’t just about investment and relationships, this is about peeling back the layers and understanding what makes a brand a brand—unlike audio or TV’s which are passive, photography is interactive, it touches people’s lives and evokes memories often of events or milestones. Recognizing this is the first step in understanding your customer and the role you play in their lives. Seeing a brand on its most basic, core level is what connected us with SkyMall,” Pikarski pointed out. “In just over two decades, they became a part of the travel dynamic to the millions of travellers a year who recognize the brand and provide invaluable brand recognition.”
“We’ve identified tremendous interest from the industry, ranging from strategic retail alliances, to branded products and lines, to cross branding and promotions, to even some 'pop-up solutions,'” said Harry Klein, President of C&A Marketing. “SkyMall is a brand people are excited about. Our vision for the brand is to make it relevant to today’s travellers. We plan on meeting with anyone who shares that vision. From the curated level of products, to the alliances, brands and partnerships, we’re planning on making SkyMall the destination it used to be. We have the resources and the track record to make that a reality. We have the operational structure to be proactive rather than reactive—and most important, we have nothing but admiration for the people and vision that took a concept and made it a cultural icon.”
For more information on C&A Marketing, please visit http://camarketing.com.
About C&A Marketing, Inc.
C&A Marketing is a leading manufacturer, distributor and online reseller of cameras and photographic equipment. Headquartered in Ridgefield Park, N.J., C&A is the Polaroid Licensee for instant digital camera, sports video camera, IP home security cameras and photo accessories. In addition, C&A owns and operates 16 photographic retail stores across the United States including Ritz Camera & Image, Calumet Photographic, Delaware Camera Stores, Camera World, Wolf Camera and Inkley’s Camera. C&A also continues to expand the RitzPix.com imaging business. With over two decades in business, the depth and breadth of their inventory is constantly expanding as is their presence and reputation in the consumer electronic marketplace.