SUGAR CONFECTIONERY: FAUCHON/ FERRERO New Mini Fauchon retail concept drives GTR expansion


The launch of Fauchon’s new shop concept is providing the French company with the perfect opportunity to enter new duty free and travel retail markets and take its business to the next level. Andrew Pentol investigates.


H


istorically, French gourmet food company Fauchon has always had a strong


presence in its home duty free market and today, this is proving useful for further global expansion. Following ‘very promising results’


at Paris’ airports, the company is targeting two additional points of sale in Europe and two in the Middle East for its Mini Fauchon retail concept. Extending its general presence in


the channel, starting with historical markets in the Middle East and Asia (Japan and Korea), is also on the agenda. The new Mini Fauchon concept


offers the best of Fauchon on small surfaces (free-standing units and wallbays, shop-in-shops, kiosks) with a focus on macarons, chocolates, tea biscuits and confections. The first units to have been rolled out are duty free shop-in-shop concepts. Already situated in four locations


at Paris Charles de Gaulle 2E and 2A and Paris Orly’s new Terminal 3, the


concept has been designed around six core areas. These are Brand Image, The Art of Gifting, Experience, Animation, Merchandising and Category Management. Alexandre Antuszewicz, Travel


Retail and Key Account Director, Fauchon tells TRBusiness: “An extensive amount of work has been undertaken on merchandising and category management. “We have streamlined our


assortment to focus on the best- selling items at various price points. In addition, products are more easily identified through clear signage, ‘massified’ and repeated in different locations.”


Animation theme Antuszewicz reveals the Paris stores are being given an animation theme to create clear focus, visibility and appeal on a selection of products. “We have also reduced the size of


our macarons presentation boxes in order to have more flavours available on an identical surface.”


Following a year of transition in


2018, Antuszewicz is satisfied with how things are progressing in 2019. “Last year, we completely


revamped our travel retail offer, but this year things are shaping up well driven by strong performances with our existing partners and promising new developments elsewhere.” «


Above: Fauchon is targeting two additional points of sale in Europe and two in the Middle East for its Mini Fauchon retail concept.


“Last year, we completely revamped our travel retail offer, but this year things are shaping up well driven by strong performances with our existing partners...”


Alexandre Antuszewicz, Travel Retail and Key Account Director, Fauchon


T


Tic Tac strategy embraces consumer travel experience “This includes a new travel retail


Last year in Cannes, Ferrero Travel Market showed it is addressing shoppers that enjoy non- chocolate confectionery on their travels with the launch of a new Tic Tac Travels multi- flavour pack.


he innovation from Tic Tac comprised mints in four flavours, which were only


available in this special multi-pack designed exclusively for travel retail. According to Ferrero, the launch of


this multi-pack reflected the fact that 90% of the sugar offer on shelves is multi-flavoured and that flavour extensions are the key driver of innovation launches in this category. During the recent TFWA Asia


Pacific Exhibition & Conference, Davide Barresi, Head of Marketing, Ferrero Travel Market revealed details of a new communication platform around the Tic Tac brand.


JUNE 2019


strategy as we needed to add a little bit of storytelling and emotion to this category which is more functional than chocolate,” he said. “We subsequently developed a


new platform called Tic Tac Travels and every product is focused on a specific part of the travel experience including the plane and x-ray machine at security.” Offering his own take on the current


state of the sugar confectionery category, Barresi said the industry must focus on providing some added value. He concluded: “For sugar and confectionery in general, we have


Davide Barresi, Head of Marketing, Ferrero Travel Market, said the company has introduced a new Tic Tac travel retail strategy.


TRBUSINESS 51


a very big opportunity at check-out to focus on the impulse purchase as this is something only our category can do.” «


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74