Biggest M&M store in travel retail opens at Hong Kong International Airport
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The 35sqm store is located in Terminal 1 and, according to DFS, is designed to offer “chocolate lovers a unique, entertaining and fun travel experience, driving travellers into the store”.
With interactive retail theatre and a focus on fun, it reveals that the M&M’S shop-in-shop is personalised and unique to Hong Kong.
It states: “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’Sbox 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.
Commenting on the opening, Mars International Travel Retail’s regional sales director, Christophe Bouye, says: “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.”
The new outlet is located close to Gate N28 on the central concourse.
Questions & Answers
Q.What company has partnered with International Travel Retail to open this new store?
What company has partnered with International Travel Retail to open this new store?
International Travel Retail partnered with DFS Group to open the M&M’S outlet. DFS also provided information regarding the store's design, aiming to offer chocolate lovers a unique and entertaining travel experience, driving them into the store.
Q.What specific features make the store unique to Hong Kong?
What specific features make the store unique to Hong Kong?
The store is personalised and unique to Hong Kong, featuring a replica of an iconic dragon boat and localised artwork incorporating the Red and Yellow characters. It also offers destination merchandise like a Hong Kong-themed M&M’S box and other brand packs.
Q.What is the primary product focus of this new M&M’S store?
What is the primary product focus of this new M&M’S store?
While the store's key focus is on M&M’S, products from other core brands are also offered. These include Snickers, Mars, Celebrations, and Twix, selected based on the company's 'Laws of Growth' belief in offering best-selling SKUs.
Q.Where exactly is the new M&M’S store located within the airport?
Where exactly is the new M&M’S store located within the airport?
The new M&M’S outlet is located in Terminal 1 at Hong Kong International Airport. Specifically, it can be found close to Gate N28 on the central concourse, covering a floor area of 35 square metres.
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