A major promotion at Copenhagen Airport has seen Nestlé International Travel Retail partner with retailer Heinemann during December and January to drive sales of Quality Street. In an ‘out of the box’ concept, designed to engage and entice shoppers, the main walkway of the Tax Free Shop at the airport has been renamed ‘Quality Street’, using light-posts carrying the street name and giant hanging Quality Street sweets to drive impact and visibility. To further support the event, hostesses have handed out Quality Street samples and multiple displays of the brand have been installed.
Says NITR business manager Frank Andreassen: ‘This unique activity ticks all the key boxes for securing a successful event. It creates intensive shopper interaction, provides solid shopper visual impact within a major part of shop area, and has utilised cross-category opportunities through the use of multiple displays.’
Adds Heinemann Retail Denmark operational manager Frank Hansen : ‘The idea was to transform the normal walk way in our main shop into a “Quality Street” and it has been a huge success – both visually and in terms of sales. It’s a real example of cooperation between supplier and retailer, namely Nestlé and Gebr Heinemann, and sales levels are proving its success, currently running at 8-10 times above normal level.
In terms of driving conversion rates and increasing basket size, The Quality Street event at Copenhagen airport has totally lived up to expectations and supports the NITR mission to build brand sales through consumer engagement and enticement.
Says Andreassen: ‘We have been delighted with the way that Heinemann has supported us in the execution of this activity within the Tax Free Shop. We believe that there is significant potential to take promotions such as this one step further by extending it outside the shop itself in order to drive footfall into the retail zone. As a first stage, this “out of the box” event has already proven to meet key objective by driving sales volume and contributing to further growth of the confectionery category in general.’
IMAGE Shows: Frank Andreassen, Business Manager Nestle InternationalTravel Retail, Frank Hansen, Operational Manager Heinemann Retail Denmark and Tore Hov, General Manger Heinemann Retail Danmark.
Press enquiries and images: Rowena Holland, Essential Communications. Email: row@essentialcommunications.org
January 2012
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