Mars International Travel Retail takes the Power of a Smile category vision to the next level

TFWA World Exhibition & Conference sees Mars International Travel Retail (MITR) take its Power of a Smile category vision, launched in Cannes last year, to the next level (Bay Village, Stand B9).

At this year’s event, MITR will share the Laws of Growth which showcase how to drive sales through the conversion of lighter buyers with the Power of a Smile. MITR will use its presence in Cannes to present tangible ways in which to apply the Laws of Growth and drive sales through excellence in execution in-store.

As part of this strategy, TFWA WE will see examples of how to step change growth through focus on core blockbuster SKUs, the re-launch of a key MITR brand and how to unlock a missed opportunity for total confectionery. These initiatives will be brought to life with new product development, updated displays and an exciting program of activations and promotions for 2016.

“We know that the confectionery category continues to outperform others within the travel retail channel and we have seen some real success stories in the past year. Future shopper trends clearly indicate a positive path for confectionery and we know there is still huge unlocked potential,” said Craig Sargeant, General Manager, Mars International Travel Retail. “Given that penetration rates overall are still extremely low in some airports; with 50% or more of passengers not even entering the duty free/travel retail shops, there is clearly still a massive opportunity to unlock additional sales across all categories, in particular confectionery,” he said.

MITR believes confectionery is perfect for driving penetration as an impulse category featuring some of the worlds most loved brands. “Confectionery brands have the capacity to entertain travelers all over the world. That’s why we believe that so much can be achieved with the Power of a Smile. We can convert lighter buyers and aim to double the size of the confectionery category by 2020. We truly believe in the Power of a Smile because we know that a smiling traveller is a spending traveller!” said MITR Category Director, Matt Boulter.

MITR has identified a number of strategies that will enable these promises to be met. “The key is to offer the consumer ‘blockbuster’ propositions. New product development has a role but great execution of our core range, including awesome displays and best in class activations can attract those lighter buyers, drive penetration and if combined with a strong value proposition, really deliver on sales,” Matt said.

“Consumers are looking for the brands they know and love. As most of our buyers only shop once or twice a year, we do not need a huge range, just big brands in the right formats to deliver against consumer needs. The quality of execution is critical as products need to be clearly visible and easy to shop. If consumers cannot find what they want quickly and easily then the opportunity is lost,” Matt explained.

MITR already has global brand leaders within its portfolio, but plans to re-launch a much loved global Brand to step change their offering both in solid chocolate and gift-worthy formats, will be shared at Cannes. The Power of a Smile category vision highlights five shopper needs and MITR are excited about the role this additional Brand will play in step changing the offering in both the ‘Home Sweet Home’ and ‘Showing Thought’ territories.

Equally important is unlocking the potential of gum and sugar confections. In domestic markets, gum and sugar can represent over 40% of total confectionery sales and yet in ITR they deliver less than 10% of total sales. “If gum and sugar confection sales were raised in the travel retail business to the same percentage as the domestic market, the value of the total confectionery category would increase by more than $1bn. MITR brands are among those most loved by the world’s travelers, giving us great confidence that MARS has the right gum and sugar confections portfolio to lead in this area. In 2016, we will be launching a number of initiatives to achieve this including new products, upgraded displays, planograms and innovative activations,” said Matt.