Nestlé delivers on its promise with Perfect StoreTM initiative

The Perfect StoreTM from Nestle International Travel Retail (NITR) is a shopper insight driven initiative that provides retailers with the building blocks to increase footfall, conversion and basket size by targeting the Confectionery and non Confectionery shopper at different touch points along their travelling journey. This is achieved through a simple and effective 3 step process of INSIGHT- ACTION-EVALUATION.

At TFWA World Exhibition this year, (Golden Village Go3), NITR will reveal details of one Perfect StoreTM category project taking place with Schiphol Airport Retail (SAR) at its central store-Lounge 2 -Schiphol Airport. The details will show how the 3 step process has been applied to Phase 2 of the project that commenced in May of this year. The project scope and structure is based on the following:

Project goals:

• -  Increase Confectionery category sales value growth
  
• -  Increase the ATV (Average Transaction Value) / SPH (Spend Per Head) of the
  Confectionery category
  
• -  Increase the number of baskets with 2 or more product categories
  
  Strategy: Implement 5 Perfect StoreTM activations to accelerate confectionery sales growth:
  

• -  Redesign the Confectionery category segmentation
  
• -  Implement simple and engaging category signage within Confectionery
  
• -  Combine complementary categories of Premium Confectionery and fine Wine/Champagne
  
• -  Improve the navigation from the Liquor and Tobacco categories into Confectionery
  
• -  Implement a central cross category Cash Till Point queue system
  
  Measuring success:
  

• -  Double digit % category sales growth
  
• -  Strong ATV and SPH % increases
  
• -  Greater number of baskets containing two or more product categories
  
  The results have been beyond expectations. ‘All project goals and metrics of measuring success have been exceeded, with sales continuing to grow aggressively despite a turbulent trading environment in a key European airport hub with minimal passenger growth for the period analysed,’ says NITR Customer Marketing Manager Alan Brennan. ‘The project is on-going, but already it’s a clear example of how Perfect StoreTM delivers results in terms of category sales growth by leveraging insight to convert more browsers into buyers. NITR, in conjunction with its category partner SAR, will continue to evaluate the performance of the store with the plan to implement additional activations to further accelerate category sales growth, and increase ATV/SPH.’
  

NITR has a number of category projects currently operating worldwide with more coming on line in 2013. ‘Retailers are acknowledging the commercial benefits of applying the principles of Perfect StoreTM as they look to overcome the barriers of increasing footfall, conversion and basket size,’ continues Brennan. ‘At the same time new shopper insight is been embedded into Perfect StoreTM, that in turn is developing new activations both digital and analogue to engage the traveller more effectively during their shopper journey, and in turn converting more browsers into buyers.’

Details will be showcased in the Perfect StoreTM virtual reality and in a compelling visual communication ITS NOT RETAIL, both of which will be shown exclusively to industry partners on the Nestle stand in Cannes.

Additionally, in support of the Perfect StoreTM activity and new product development, NITR is ensuring that its communication tools are in-line with the needs of the modern traveler. The company is totally revamping its NITR corporate website (www.nestletravelretail.com) to give it a more modern, user-friendly look with a mobile-friendly navigation. In addition, to give more profile and build shopper / consumer awareness on NESTLE SWISS, NITR is also launching an entertaining new consumer website devoted to its travel exclusive brand (www.nestle-swiss.com). Both sites will be launched in Cannes.

Press enquiries and images: Rowena Holland, Essential Communications.
Email: row@essentialcommunications.org

October 2012