Perfetti Van Melle Global Travel Retail returns to Singapore this year for the TFWA Asia Pacific Exhibition, with innovative new display concepts and on-stand activations to strengthen and support its ‘must have’ products and new lines (stand basement 2, E29).
One of the most important tools at PVM’s disposal is visibility. As confectionery gets travelers in the store, high visibility within the confectionery area is a must.
“The reason that visibility is so important for confectionery products is because 60%* of purchasing decisions are made at the airport; shoppers are killing time and, for confectionery, seeing translates into buying! Perfetti Van Melle’s makes use of unique and colourful displays, which are the perfect way to attract the eye of the consumer and entice them into the confectionery area,” says Femke van Veen – Brand Manager Travel Retail.
After having successfully introduced the suitcase display for its best-sellers, PVM is now focusing on a display for the ferry channel. “We see a higher demand for channel specific displays and therefore decided to design a display especially for the ferry channel,” continues van Veen. “The display creates a sense of fun on the boat’s shop floor, and fits most of our best selling items. It is a real eye-catcher and we will start with placing the display at severals ferries of Color Line and Viking Line. The nice thing is that the display can be easily adapted to the operators brand equity.”
PVM affirms that to have sustainable success in travel retail, it essential to stay focused on confectionery shoppers’s needs. Having the right split is essential and products need to cater to the need for indulgence, the need for small treats and the need for refreshments. It is all a matter of having the right balance to make the category grow.
With that being said, PVM will be launching new products to ASPAC travel retail, including:
Lollipop Memphis Design MegaChup – a limited edition giant chup consisting of 15 fruit flavoured lollipops. The Memphis Group was an Italian design and architecture group founded by Ettore Sottsass in 1980 that designed postmodern furniture, fabrics, ceramics, glass, and metal objects. The Memphis style is mainly identified by the colourful, bright, saturated colour choices and geometric style.
Hello Kitty Chupa Chups Markers, a line extension to the Chupa Chups Smurf Marker and perfectly suited to the ASPAC region given the huge popularity of the Hello Kitty brand.
In addition, PVM will be displaying products which should be already be familiar to buyers and are considered must-stock items.
Mentos Mix on the Beach Jumboroll, consisting of eight single rolls in peach/orange, strawberry/banana, and passionfruit/mango flavours – a mix of fruity drink flavours created to capture the spirit of a relaxing holiday.
Chupa Chups Cupcake, a sweet plastic baking cup holder with 24 cupcake baking cups and 10 mini Chupa Chups lollipops on top, packaged in a small box.
Mix of Mini’s Silo that includes Fruit-tella, Dummies, mini Chupa Chups and mini Mentos – perfectly suited to border stores thanks to its volume.
Speaking on PVM’s travel retail performance in the ASPAC region, Benedict Ho – Area Manager Travel Retail Asia – says: “Across the ASPAC region we are outperforming the sugar confectionery category and growing at a stable rate. This is mainly driven by our key products. For the South East Asia market, despite a bit of slowdown in the Chinese travellers in Q4 2018, we are seeing good returns in the business, especially in Bangkok and Cebu while our business in China has been contributed to by the uptick in travellers in Haitang Bay and Macau.
The business will be expected to face uncertainty ahead due to the political tension between China and USA, but I believe we have taken the right steps to move the business forward in a sustainable manner. We recently had some high profile promotions in Bangkok and Malaysia which are part of our growth plan for the ASPAC region this year.”
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