Andreas Fehr, Managing Director, Mondelez Travel Retail European Exports: “Confectionery has the power to address key travel retail challenges of low footfall and conversion, and unlock growth.”
Mondelez World Travel Retail was a silver sponsor at this year’s ACI EUROPE Airport Commercial & Retail Conference & Exhibition. “Our main expectation from the conference will be to learn about case studies of partnerships between brand owners and retailers that have resulted in increased consumer spend,” comments Andreas Fehr, Managing Director, Mondelez Travel Retail European Exports.
Mondelez WTR is a strong advocate for the travel retail channel and is committed to its long-term growth. Recently, the brand came up with a new strategy to boost confectionery sales by utilising cross-category collaboration, by conducting a study alongside the German company 4Dshopper. “From this research we found that retailers can trigger additional spend by placing a gondola of bestselling chocolate items in the liquor or perfume & cosmetics areas, as shoppers showed interest in buying what we refer to as a ‘top-up’ gift together with a bottle of whisky or perfume,” Fehr explains.
Moreover, in its efforts to drive the industry forward, Mondelez is continuing its ‘Delighting Travelers’ category vision, which represents its belief that confectionery has the power to address key travel retail challenges of low footfall and conversion, and unlock growth. “This is driven by in-depth shopper insights and centred on driving behavioural changes in shoppers that would deliver against three key aims: More Shoppers, More Spend, More Often,” says Fehr.
Based on these insights, Mondelez developed a toolbox of actions, that can trigger positive changes in the shopper behaviour, and is constantly enhancing its shopper insights programme.
Fehr believes that the confectionery category will continue to play an important role in driving airport retail sales. “After all, it is highly impulse driven, which means that with the right in-store executions and promotional campaigns we can grow sales significantly,” he concludes.
