MITR and DFA create New York theme in new interactive M&Ms store at JFK

February 5th 2015 saw the official opening of the new M&Ms store at JFK’s Terminal 7 (British Airways) in conjunction with Duty Free Americas (DFA). This colourful, interactive 30 sq m store has replaced the previous M&Ms outlet, in place since 2011, and is a perfect example of how Mars International Travel Retail (MITR) is bringing its new “smiles” strategy to life. Mars launched its category vision around the power of a smile in Cannes last year based upon the insight that “a smiling traveller is a spending traveller”. With a full program of the right instore and airport experiences available, Mars has the tools to help the industry to double the category by 2020.

(From left to right) - Craig Sergeant, General Manager International Travel Retail for Mars; Leon Falic, President of Duty Free Americas, and Alan Eley, Vice President of JFK Terminal 7 (British Airways)

Designed to bring a smile to the face of every traveller, the store has a local New York theme both in design and product offer. The back wall is divided into the five main M&Ms character colours: Orange, Blue, Green, Yellow and Red; each section with themed gifts, clothing, confectionery and plush.  To create a Times Square effect and bring the store to life, TV screens at the top of the back wall show short videos focusing on the personality of each M&Ms character.

A central gondola features Yellow, complete with Baseball Cap, and Red representing the Statue of Liberty – both seated on an M&Ms branded American flag – creating a perfect photo opportunity. Behind the sales counter, a visual of Orange, Blue and Miss Green against a New York skyline forms a stunning focal spot.

In order to keep the Yellow Beacon representation in-store (in line with the Paris M&Ms shop), the sales counter and central gondolas are all yellow.  To complete the interactive effect, on the left hand side of the store there is a “What’s Your Color” unit which enables shop floor staff to directly interact with customers as they discover their personality colour, thus providing an additional sales opportunity.

Alongside the core M&Ms confectionery range – including all the most recent travel retail exclusive items - a USA Notebook and USA Candy dispenser are offered to add an extra local flavour. While the core focus is M&Ms, there is a separated back wall unit featuring other successful MITR brands such as Snickers, Celebrations, Bounty, and more.

Located in JFK’s T7, between Gates 7 and 8, the new look store aims to give travellers a much more interactive, exciting and entertaining experience than previously. “Like our Paris CDG shop, this new store is designed to offer fantastic theatre and fun. We have worked to create an innovative and interactive experience,” says Craig Sargeant, MITR General Manager. “We are extremely happy with the result, and the response from travellers in the first few days of opening has been most encouraging.”

DFA President, Leon Falic, adds: “We challenged Mars ITR to come up with a concept that would truly give a sense of place, while enticing travellers to enter our store and purchase these great products. We are delighted with the result  - an engaging shopping experience that has immediately proven successful.”

The store opened on January 26th with the presence of Yellow, following two full days of training for DFA staff. “The idea was to give the staff more background information on the M&Ms brand, how to create the best guest experience and to engage the staff with the M&Ms brand,” continues Craig Sargeant. “Having the right fixtures and fittings and product assortment is vital, but it is nothing without staff who are properly tuned-in with the brand.”

The 9th M&Ms store to open in travel retail, the JFK outlet is another example of the importance MITR places on close retail partnerships. “DFA has been a wonderful partner to work with in the conceptualisation of this store;  very open to our aim of engaging more strongly with existing customers and attracting new shoppers to the store. DFA was the first innovative retailer to partner with Mars back in 2011 and we are happy that, after three positive years, we now have a totally refurbished store. Based upon the latest shopper insights, it enables us to continue the successful journey, ” concludes Sargeant.

MARS                                                      
Mars International Travel Retail offers a truly global range of brands to travellers including core brand M&Ms, Celebrations, Galaxy Jewels, Snickers, Maltesers, Extra and Skittles. MITR believes in ‘confronting’ the traveller with impactful displays supported by exciting activations as the key to turning travellers into shoppers and converting shoppers into buyers. Its marketing techniques range from impactful, small-scale promotions to unique large theatre implementations. The constant aim is to create excitement on the shop floor in order to boost sales through seasonal and all year round campaigns.  MITR continues to open M&Ms shops within airport stores and has fabulous new outlets planned in all regions, while instore the company is in discussions with retailers regarding its Category Management Program which aims to promote the confectionery category in general – not just MITR brands. In terms of products, MITR is introducing more exclusive and destination lines for travel retail and, generally, is promising lots of traveller engagement and fun instore.