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CONFECTIONERY CONVERSATION Tapping into shoppers’ impulsive nature


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 third edition of this initiative, Charlotte Turner explores the role of confectionery in impulse purchasing and the role of impulse purchasing in duty free & travel retail.


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onfectionery is considered by many to be the most impulse- driven category of all in duty free


& travel retail. Even though the majority of confectionery shoppers actually pre- plan their purchases, about three in 10 buy completely on impulse, according to m1nd- set, ‘higher compared to all the other duty free categories’. “This creates potential for engaging


with passengers through compelling and interactive in-store elements in the retail environment and finally boosting conversion,” says m1nd-set in its confectionery-specific insight shared exclusively with TRBusiness. “Touch points inside the store


(billboards, posters, lightboxes, digital screens, leaflets, pop-up stores, ads at the counter, promotional gondolas), sampling and testing, promotional offers, ease of navigation/ appeal of the counter and assortment are powerful ways to impact purchase decisions made inside the store,” mind-set continues. Interestingly, when breaking down confectionery shoppers by region, gender and age m1nd-set discovered more shoppers made impulse purchases (for confectionery) in the Americas (30% of confectionery shoppers bought on impulse) and Europe (29%), compared to Asia (26%).


Female confectionery shoppers were


more likely to make impulse purchases than men and middle-aged shoppers were also more likely (than all other ages groups) to buy on impulse. When looking at passengers by class of


travel, those flying economy were more likely to make impulse purchases than those in Business or First. However, those passengers flying on low-cost carriers were far less likely to make impulse purchases on confectionery items compared to legacy carriers – perhaps contrary to our initial perceptions. Finally, those travelling less frequently were more likely to make impulse purchases than frequent travellers. What is certain, is that travel retailers


are keen to leverage the impulse nature of confectionery shoppers, as Julien Guillon, Category Manager Confectionery, Lagardère Travel Retail told TRBusiness earlier this year. Guillon says the challenge lies in drawing passengers into the confectionery aisles, but once in, more than half will choose to increase their basket size. “Premium chocolates for gifting help


ATV, however, iconic or fun ranges are working very well through volume promotions,” says Guillon. Opportunities presented by cash-tills are significant, as one in four duty free buyers


Confectionery Consumer Insight


Confectionery is a natural fit for till-point prominence, as exhibited here at a WDF store at London Heathrow Airport.


purchase there, says Jaya Singh, Managing Director, Mondelez World Travel Retail. Queuing also accounts for up to 20% of the time a shopper spends in the duty free store, meaning purchase in the check- out area is ideal for impulse products like confectionery. “Everybody loves confectionery and


when you see it, you buy it,” says Robert Posthumus, Global Category Manager International Travel Retail at Mars. “So creating additional touchpoints


is important. The checkout specifically is key in this sense. Smaller items at accessible price points – for instant or on- the-go consumption – present a unique opportunity to drive last-minute additional sales and drive (category) conversion. Gum is known to be one of the best segments/ categories to do so and therefore we advise for it to be positioned at the checkout.”


Did you know?


Confectionery was the most purchased category on impulse in 2018 (28%). Areas least purchased impulsively, hence most planned, include tobacco (8%), make-up (12%), skincare (12%), alcohol (15%), perfumes (18%) and jewellery & watches (22%).


MARCH 2019


TRBUSINESS 15


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