High Profile KIT KAT activation success is music to retailer's ears

Proving the value of shopper focus high profile promotions, Nestlé International Travel Retail has reported 'substantial sales increases' of KIT KAT during its 'Branded Headphones' activation run with Schiphol Airport Retail Stores during June. Alongside truly outstanding triple digit sales increases, critically the promotion accelerated category sales growth above passenger growth whilst increasing Spend Per Head.  

Centred around music, the KIT KAT gift-with-purchase offer was targeted to drive category sales, interrupt and engage shoppers and create awareness of the new 748g KIT KAT Variety Mix Sharing Bag. Run through the month of June in Lounges 1,2 &3, the activation offered a free pair of high quality KIT KAT branded headphones with every three items bought from the KIT KAT product range. NITR Regional Business Manager Kelvin Clarkson comments: “We're absolutely delighted with the results of the Schiphol promotion, not least because the new KIT KAT Variety Mix bag became the number one selling SKU from the branded offer almost immediately!”

At the heart of the activation was an interactive branded gondola and POS material, providing a fun and interactive platform for shopper engagement. The gondolas allowed shoppers to trial the headphones either with music on inset iPads or their own phones/digital equipment before purchasing. Sampling and shopper engagement via promotional partners also helped to drive the message. 

NITR Global Head of sales Alan Brennan comments: "We remain committed to the principle that the shopper should be at the heart of all of our decision making processes. We know the importance of developing unique, fun and different experiences for travellers, giving them a more compelling reason to enter the store with a visually exciting and block buster offer”. 

Says Rachel Girard - NITY Global Customer Marketing Manager: “KIT KAT is a core brand for Nestlé this year and this promotion underpins the importance of linking global iconic brands with exclusive offers for travellers. Confectionery is a high impulse category, so it is important to actively encourage shopper engagement. Offering a high perceived gift-with-purchase is an enabler for this engagement and ultimately stimulates purchasing behaviour in turn converting more shoppers into buyers, which is aligned with the added value principles of Perfect Store™.” 

This KIT KAT activation is part of a global summer campaign with additional activations mobilised in key pan European airport locations, Asia and LATAM this summer, more details to follow shortly.