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Sponsored by


CONFECTIONERY CONVERSATION Confectionery strives to make retail more entertaining


TRBusiness is shining a spotlight on the confectionery category in a 12-part series called ‘Confectionery Conversation’, sponsored by Mars Wrigley International Travel Retail. In the fourth edition of this initiative, Charlotte Turner explores the role of ‘retailtainment’ in driving sales within duty free & travel retail.


F


ifty-five percent of confectionery shoppers in DF&TR are motivated to make a purchase as a result of the


experience they enjoyed in the store itself, according to insights collected by Swiss research agency, m1nd-set. In addition, 36% of those who do not


normally shop for confectionery products in DF&TR said they would be more likely to visit stores should there be an element of experiential retail. These statistics and others provided


by m1nd-set for this edition of the Confectionery Conversation are certainly illuminating when it comes to the role which retailtainment plays in driving sales, not only in confectionery, but for all categories. Retailers have often called upon


confectionery companies in particular to inject an element of fun or surprise


instore and many high profile campaigns previously reported on by TRBusiness (simply refer to the Confectionery & Fine Food section on TRBusiness.com) have generated a sales uplift in the past. But not all campaigns have had the desired effects, forcing suppliers to rethink their approach to really engaging non-shoppers.


Scoring with consumers One confectionery company which strives to bring a fun or festive atmosphere into DF&TR stores is Mondelez WTR, in particular with its hero brand, Cadbury’s. Some might recall its campaign in


partnership with the Premier League conducted last year, encouraging travellers to square up with friends or family members in a miniature game of footie at Stansted Airport via a digital floor projection. In an alternative strategy, but one which


has proven to be effective, premium chocolate brand, Lindt, has become famous for its Master Chocolatier sampling activations within airports, reinforcing its own brand DNA at the same time as trying to entice non-shoppers into store. “At Lindt, we believe that in order to


Cadbury’s Premier League activation.


increase the consumer stopping power of retailers, particularly with affluent millennial travellers, it is important to differentiate the shopping experience from


Confectionery Consumer Insight


Peter Zehnder, Head of Lindt & Sprüngli Global Duty Free Division poses with a Lindt master chocolatier.


that of the High Street, by adding a dash of magic to the travel retail environment,” says Peter Zehnder, Head of Lindt & Sprüngli Global Duty Free Division. Retailtainment is also an important component of the DF&TR strategy employed by global powerhouse, Mars Wrigley ITR. As previously reported by TRBusiness, the company actually believes it is part of its role and responsibility to the channel to execute such activations and promotions with aplomb in order to not only drive footfall into store but to build shoppers’ baskets. “While in value terms, confectionery


cannot compete with other sectors – particularly premium spirits and beauty – retailers recognise the role it has to play in building basket size and attracting potential shoppers into the travel retail & duty free environment through fun and entertaining activations,” says Raghav Rekhi, Category Director for Mars Wrigley International Travel Retail. “It’s up to us, to convince retailers of


confectionery’s potential; to build great partnerships with them and work together to ensure that all of us can enjoy the benefits of the confectionery category in travel retail.”


APRIL 2019


TRBUSINESS 15


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