The Leading Airport Magazine

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.

Thierry Canivet, DFS Group’s Senior Vice President, Food and Gifts, says: “We’re thrilled to partner with M&M’s International Travel Retail to bring the successful M&M’s shop-in-shop concept to Hong Kong International Airport for the first time. With the shop-in-shop’s localized format, exclusive product offering and innovative approach to engaging customers, we’re confident travelers will love this addition to DFS, Hong Kong International Airport.”

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.

The atmosphere of the vibrant city of Hong Kong is brought to life inside the store with a replica of one of Hong Kong’s iconic dragon boats on display, along with localised artwork incorporating the brand’s world famous Red and Yellow characters.

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.

M&M’S® International Travel Retail and DFS Group celebrated the opening of the M&M’s® shop-in-shop at DFS, Hong Kong International Airport with a ribbon cutting ceremony on March 15. From left to right: Cissy Chan, Executive Director, Commercial, Airport Authority Hong Kong; Karl Sutcliff, DFS Group’s General Manager Sales, Hong Kong International Airport; Isabelle Fevrier, DFS Group’s Executive Vice President Merchandising Fashion, Food and Gifts; Christophe Bouye, Regional Sales Director, M&M’s® International Travel Retail