With interactive retail theatre and a focus on fun, the M&M’S® shop-in-shop is personalized and unique to Hong Kong. The atmosphere of this vibrant city is brought to life inside the store with a replica of one of Hong Kong’s iconic dragon boats on display, along with localized artwork incorporating the brand’s world famous Red and Yellow characters.
Additionally, the offer will include items that meet the consumer demand for destination merchandise with “Hong Kong Travel Collection” packs of Snickers®, Mars® and Twix® along with a Hong Kong themed M&M’S® box featuring the iconic dragon boat. While the key focus of the store Is on M&M’S®, products from core brands Snickers®, Mars®, Celebrations® and Twix® are also offered based on the company’s Laws of Growth belief in ensuring that consumers are offered best-selling SKUs at all times.
A strong social media campaign undertaken by DFS using WeChat, Facebook and Instagram will alert consumers to the new shop-in-shop before they reach Hong Kong International Airport, with a free gift to the first 500 visitors as a further enticement. On arrival, shoppers will be encouraged to take pictures inside the store and share them via mobile devices with friends, family and the world at large!
Commenting on the opening, Regional Sales Director, Christophe Bouye says: “Asia is one of the fastest growing regions for MITR, so we are extremely pleased to be opening this new M&M’S® Travel Retail shop-in-shop at DFS, Hong Kong International Airport. By offering passengers outstanding retail experiences that first and foremost will make them smile, we are confident it will increase shopper engagement and encourage conversion. Through placing consumers in a smiling frame of mind, we believe that this will not only benefit the confectionery category, but all sectors of the travel retail offer here in Hong Kong.”
“We’re thrilled to partner with M&M’S® International Travel Retail to bring the successful M&M’S® shop-in-shop concept to Hong Kong International Airport for the first time,” said Thierry Canivet, DFS Group’s Senior Vice President, Food and Gifts. “With the shop-in-shop’s localized format, exclusive product offering and innovative approach to engaging customers, we’re confident travelers will love this addition to DFS, Hong Kong International Airport.”
The new outlet, which is close to Gate N28 on the central concourse, is in the perfect location to give consumers an unforgettable shopping experience when they travel. “The philosophy is really quite simple, the new Hong Kong M&M’S® shop-in-shop will engage existing shoppers and also attract non-shoppers by encouraging them to discover a new experience, interact with the M&M’S® characters and appeal to their impulse purchase nature,” continues Christophe. “We are very grateful to DFS for giving us this opportunity and for their tremendous support and cooperation in allowing us to create such a strong branding for M&M’S®.”
About: MARS International Travel Retail: Mars International Travel Retail (MITR) offers travellers around the world the chance to enjoy some of the world’s best-loved brands, including core brand M&Ms®, Celebrations®, Galaxy Jewels®, Snickers®, Maltesers®, Extra® and Skittles®. MITR believes in showcasing the global range with impactful displays supported by exciting activations. Its marketing techniques range from innovative small-scale promotions to unique large theatre implementations. The 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 colourful and fun M&M’S® shops within airport stores and has fabulous new outlets planned in all regions. Another jewel in MITR’s crown is their Category Vision that aims to promote the confectionery category in general – not just MITR brands. In terms of products, MITR is introducing more exclusive lines, unique to travel retail and generally promising lots of traveller engagement and fun, based on the theory that a smiling traveller is a spending traveller.
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