“A confectionery event unparalleled in Cannes,” that's what Mars International Travel Retail is promising for the evening of Tuesday October 28, when the company will announce a brand new category vision and strategy for confectionery in travel retail which it believes can double the confectionery category in airports by 2020. Attended by key industry influencers, the event will include a “Trinity” panel discussion to challenge and discuss the new vision and will actively encourage audience participation.
In true MITR style, a colourful evening of interactive fun and activity is planned, set against a backdrop of a research-based strategy presentation designed to “show how the confectionery category can double its business ”, says Manon de Gunst, Global Category Development Manager - International Travel Retail.
“We all know that confectionery is a strong growing category within the travel retail business, highly influenced by impulse purchasing. We've all heard claims over the years about doubling the size of the business and while that may be optimistic, we at Mars ITR do consider that confectionery is still under-performing compared to other product groups. Yet confectionery has so many plus points – with universal appeal, affordable offers and – most importantly – a positive emotional connection be it fun, desire, love, or indulgence.
“The key is to hook into what we see as untapped potential through a new strategy and drivers for growth that aims to increase footfall - because confectionery is one of the strongest drivers here - increase browser to buyer conversion rates and grow the basket size. This will benefit not just confectionery but all product categories.”
The focus of the evening on October 28th will be on adding value to every party within the Trinity with a strategy based on a shopper-centric approach taking into account the traveller’s mindset and emotions. “This is not going to be another ‘how to merchandise brands within a specific category’ program but a totally new way of working within travel retail,” continues de Gunst. “It’s about tapping into the emotional drivers of consumers in-store and taking into account trends such as the increase in LCCs (particularly in Asia), deregulation in countries such as China which create new requirements from travellers, increasing middle classes in regions such as China, Asia Pacific, and India. The international travel retail market mainly focuses on premium gifting but we strongly believe it also needs to look more seriously at other gifting and sharing moments and needs. Strong and impressive key-take out to further support this will be shared during the evening.”
To reach the new strategy, MITR undertook consumer research at 9 key airports globally interviewing and observing more than 5000 travellers of all nationalities over a 4 month period looking at mind-set, behaviour, influencers etc. The result is a strategy that MITR claims offers “a radically different approach to retailing patterns in travel retail”.
Activation and innovation will both play a key role within the new category vision to both engage and entertain shoppers and, alongside the Tuesday event, MITR will be launching an exciting new TR exclusives on its stand (Bay Village 9) including new M&Ms pouches and fun mugs; multi-pack bars; sharing boxes and sharing bags for all core brands. These new lines will be supported by a compelling program of activations and promotions - all designed to support the new vision.
Taking place at the well known Baoli Club in Cannes, the evening expects to attract executives from the majority of key airports and retail groups and will comprise the strategy presentation followed by a cocktail dinner. “MITR has a mission to become a credible and professional partner within the Trinity to not only grow the confectionery category but also increase footfall in general. The last two years has seen us invest heavily in our International Travel Retail management, innovation and category management teams to enable us to approach to business in the most focussed and dedicated way and we are confident this new vision can make a big difference to future sales.” continues de Gunst.
“This is a completely new way for a brand to deliver a new category vision. We have a very strong message to deliver and are confident that guests will leave with sound new business concepts to consider. Equally importantly the evening is all about creating smiles – and that begins right from when we transport guests to the venue. We guarantee that this is one event in Cannes guests will remember for years to come!”
The event – by invitation only- is open to all global travel retail stakeholders. For more information and to join the guest please email Manon de Gunst: manon.de.gunst@effem.com.
Note to editors: Mars ITR offers a strong global portfolio of brands to travel retail led by world famous M&Ms along with Celebrations, Galaxy Jewels, Snickers, Maltesers, Extra and Skittles. MITR believes in ‘confronting’ the traveller with impactful displays supported by exciting activations as the key to turning travellers into shoppers and converting shoppers into buyers. Its marketing techniques range from impactful, small-scale promotions to unique large theatre implementations.
The constant aim is to create excitement on the shop floor in order to boost sales through seasonal and all year round campaigns. MITR continues to open M&Ms shops within airport stores and has fabulous new outlets planned in all regions, while instore the company is in discussions with retailers regarding its Category Management Program which aims to promote the confectionery category in general – not just MITR brands. In terms of products, MITR is introducing more exclusive and destination lines for travel retail and, generally, is promising lots of traveller engagement and fun instore.
No comments:
Post a Comment