Thursday, 5 April 2018

New Changi T4 store is perfect example of MITR category vision

Mars International Travel Retail (MITR) exhibits at TFWA Asia Pacific Exhibition & Conference (stand Basement 2 K28) with the perfect showcase for its category vision having just opened at Singapore’s Changi T4 terminal.

The new flagship ‘The Cocoa Trees’ store is operated by Focus Network Agencies (FNA) and, says MITR Category Director Raghav Rekhi: “With customer centricity in mind, we worked closely with them from the initial design phase to develop the store concept. The result is inline with our store principles and category vision and is a perfect example of what we believe is the way forward for confectionery – and which we will be discussing with our customers at TFWA Asia Pacific this year.”

The Cocoa Trees 433sq m store features MITR blockbuster brands at the key entrance area with the focus on billion dollar brand M&M’s®. The bright, distinctive yellow shop-in-shop area clearly signposts the confectionery category, using a brand loved by consumers all over the world to attract travellers into the store.

Key M&M’s®, characters Red and Yellow feature alongside local visual touches such as links to the Marina Bay Sands hotel and ‘I Love Singapore’ slogan across the exterior. An additional M&M’s® gondola includes the ability to use digital contact while photo opportunities with Red and Yellow add further theatre and excitement.

Further into the store consumers will find a fun SNICKERS Spinner corner with leading brands SNICKERS®, MALTESERS®, and GALAXY® products.

“All our branding is in line with the store’s light and airy ‘sky, clouds and balloons’ theme and fits perfectly with the theatre and experience that T4 aims to bring to travellers,” continues Rekhi.

Products available at the store will include MITR’s sharing packs, which play a key role in appealing to the needs of the travelling consumer. These are joined by three new variants all now rolling out in APAC and which can be seen on the MITR stand in Singapore. MARS®, TWIX® and SNICKERS® Bites® sit alongside the existing range of stand up pouches including M&M’s®, MALTESERS®, and SKITTLES®, offering consumers bite-sized portions of global favourites in an easy-to-share format.

“The new Changi store is a perfect example of how confectionery can  better meet the needs of travellers and reflects MITR’s vision through delivering across all segments and need-states; concentrating on best-selling, global brands across chocolate, gum and mints, and fruity confections; providing an easy-to-navigate store; and introducing theatre and excitement through activations and promotions that drive category conversion. We very much hope that anyone travelling through Terminal 4 during the show week will have the chance to visit The Cocoa Trees,” says Rekhi.

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