The promotion, which has been taking place in key airports this summer, ran from June until the end of September in partnership with Setur and centred around music, offering a free pair of high quality KITKAT branded headphones to every traveler purchasing over 20 euros worth of KITKAT products. The KITKAT gift-with-purchase offer was targeted to drive category sales, interrupt and engage shoppers.
NITR Global Head of Sales Alan Brennan comments: “The excellent results of this KITKAT promotion supports the value of strong activations to drive sales. The 20 euro spend and the free Headphone resonated strongly with the targeted shopper segment resulted in a high conversion rate across the KITKAT range, resulting in bigger baskets, increased spend and sales volumes.”
Adds Mr Omer Korkmaz, Setur Head of Puchase: “Sales during the promotional period showed a noticeable increase and soared by 300%. At the heart of the activation were the interactive stands enabling consumers to play and experiment with the headphones listening to music, either through the system or on their own phones. Observation showed that a significant number of customers spent time on these stands, proving that interactive tools are a very useful addition to the shop floor. We are willing to plan similar activities with Nestlé in the forthcoming years and further improve our long-standing collaboration.”
NITR Global Customer Marketing Manager Rachel Girard adds: "Here at Nestlé we are proud of our continued commitment to the development of unique, fun and innovative experiences for travellers. Giving them a compelling reason to enter the store through visually exciting and not to be missed offers is key to drive incremental sales growth. The combination of this interactive, high quality gift-with-purchase and a global iconic brand like KITKAT reinforces the value proposition for the shopper, thereby increasing impulse purchasing behaviour and ultimately converting more shoppers into buyers.”
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