M&M’s International Travel Retail partners with DFS Group to open an exciting new M&M’s shop-in-shop concept at DFS, Hong Kong International Airport in Terminal 1. With its 35 sq.m, the shop is the largest M&M’s shop-in-shop in travel retail globally and it attracts travellers by offering them a unique, entertaining and fun travel experience. “Through placing consumers in a smiling frame of mind, we believe that this will not only benefit the confectionery category, but all sectors of the travel retail offer here in Hong Kong,” enthuses Christophe Bouye, Regional Sales Director.
What make the shop so unique are its interactive retail theatre and the focus on fun. The atmosphere of Hong is brought to life inside the store with a replica of one of the city’s iconic dragon boats on display, along with traditional artwork incorporating the brand’s world famous Red and Yellow characters. “Asia is one of the fastest growing regions for MITR, so we are extremely pleased to be opening this new M&M’s® Travel Retail shop-in-shop at DFS, Hong Kong International Airport. By offering passengers outstanding retail experiences that first and foremost will make them smile, we are confident it will increase shopper engagement and encourage conversion,” comments Christophe Bouye.
While the focus is on M&M’s box featuring the iconic dragon boat, highly popular products form core brands, such as Snickers, Mars, Celebrations and Twix are also on offer based on the company’s ‘Laws of Growth’ ethos in ensuring that consumers are offered best-selling SKUs at all times.
A strong social media campaign undertaken by DFS using WeChat, Facebook and Instagram will alert consumers to the new shop-in-shop before they reach Hong Kong International Airport, with a free gift to the first 500 visitors as a further enticement. On arrival, shoppers will be encouraged to take pictures inside the store and share them via mobile devices with friends, family and the world at large.
Learn more about retail-tainment at ACI EUROPE Airport Commercial & Retail Conference
Learn more about retail-tainment initiatives at the 25th ACI EUROPE Airport Commercial & Retail Conference & Exhibition, 11-13 April 2016, hosted by Helsinki Airport. The Second Working Session is entitled “Retail-tainment, consumer participation, and retail theatre: Can there be a true sense of adventure and expectation in the airport commercial space and does this really deliver the desired goal of greater spend?” The defining presentation will be delivered by Sue Gosling, Division Marketing Head, UK, Northern, Central, Eastern & Europe, Dufry, with additional panellists from Lagardère Travel Retail, Rituals, Daktronics and Moment Factory.
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