Nestlé Perfect Store™ initiative continues to deliver strong results

At TFWA Asia Pacific Conference & Exhibition this year, (stand K24), NITR will be presenting its Perfect Store™ initiative, and demonstrating to attending delegates how it continues to deliver strong incremental category sales growth for partners who have adopted and implemented a Perfect Store™ framework relevant for their selected retail stores. The presentation will highlight how the initiative has been successful in targeting both the confectionery and non confectionery shopper with the mobilisation of shopper insight driven activations centred around 4 key areas:

• Store layout between categories
• Category segmentation
• Category communication
• Cash Till Point optimisation

These activations continue to deliver strong results based on a scorecard to measure success centred on the following:

- Category sales

- Average Transaction Value (ATV)

- Spend Per Head (SPH)

• Confectionery baskets
• Baskets with 2 or more categories

‘Perfect Store™ is a proven activation tool to increase both confectionery and cross category sales whilst delivering strong percentage growth across all the basic business metrics that measure success,’ says Alan Brennan, NITR Customer Marketing Manager.

‘Perfect Store™ continues to grow as we feed new shopper insight into the three-step process that is, in turn, developing new activations both digital and analogue to engage the traveller more effectively during their shopper journey. This, ultimately, converts more browsers into buyers.’

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 Store™ as they look to overcome the barriers of increasing footfall, conversion and basket size,’ says Brennan

Details will be showcased in the Perfect Store™ virtual reality and in a compelling visual communication “ITS NOT RETAIL”, both of which will be shown to industry partners on the Nestle stand in Singapore.

These shopper insights have also played an important role in the development of the 2013 new product collection, designed to further entice, engage and convert an ever-increasingly demanding shopper.

For 2013 the emphasis is on developing the fast growing Snacking and Sharing sub category with more snacking bags, multi-packs and mixed variety offers to meet the needs of all travellers, whatever their age or taste preference. At the same time, NITR’s commitment to its new NESTLE SWISS Premium collection continues with improved design to reinforce product appetite appeal. All products will be shown in Singapore.

NESTLE SWISS. Unique in that it is a brand exclusive to travel retail – and one of the most successful within the confectionery sector – NESTLE SWISS is best known for its bars of solid, chunky, delicious chocolate. To leverage on the snacking opportunity, this year sees the introduction of a wider range of 100g bars, now in four flavours: Milk Chocolate, Milk Chocolate with Hazelnuts, Milk Chocolate with Fruit & Nuts, and Dark Chocolate. Ideal for cash till point and secondary placement sales, the bars are perfect for travellers looking for a self-treat, value item.

SMARTIES. For 2013, NITR is refreshing and revitalising the existing SMARTIES offer. Its Dispensers range sees the introduction of Disney favourites Mickey and Minnie, alongside the existing Cars and Winnie The Pooh items. A new dispensing system delivers portion control while a transparent slide mechanism enhances play value.

To meet the growing Snacking & Sharing demand, NITR is introducing a new 180g SMARTIES Snacking Bag, containing 10 x 18g portion controlled sachets. For added uniqueness and play appeal, each bag incorporates a randomly coloured moving propeller on the front, within the plane design. Each sachet also includes a special edition Orange flavoured SMARTIES.

KIT KAT. The well known global brand, the world’s favourite break, is ideal for informal gifting – as well as snacking and sharing – and NITR addresses both segments with its new range for 2013.

Originally introduced for the UK travel retail market, the KIT KAT Phone Box Tin now goes global. The iconic 414g tin reminds buyers of KIT KAT’s UK heritage with images of a British Guardsman carrying the Union flag. It is an ideal gift, containing a slot to be reusable as a money box.

For the snacking & sharing segment, KIT KAT offers a number of tasty options. KIT KAT Chunky Mega & Mix Packs have been revamped to include Britain’s popularly voted Peanut Butter flavour, alongside White and Milk, while a new Mini Mix 200g pillow bag includes Milk, White and Hazelnut versions of KIT KAT Minis. To complement the selection, a new 400g Bucket of Bites is added.

SNACKING AND SHARING. The most dynamic segment within the confectionery category with double digit growth over the past year, NITR is addressing the travelling shopper’s increasing demand for tasty, value, and varied taste offers in different formats and sizes.

Along with the SMARTIES and KIT KAT options mentioned above, 2013 sees the introduction of three new presentations: LION BUCKET OF BITES 400g; NESTLE SHARING MIX PILLOW BAG 390G, a mix of favourite brands: KIT KAT, SMARTIES, ROLO, AERO and LION; and NESTLE ADVENTURE MIX 474G, a fun product with a jungle design, including an assortment of SMARTIES, MILKBAR, ANIMAL BAR and LION.

Press enquiries and images: Rowena Holland, Essential Communications. 

Email: row@essentialcommunications.org

April 2013