Written by Lisa Krabbenborg 3 min read · October 16, 2024
I’m genuinely excited to share what’s next for Mars Wrigley and King of Reach by B&S in travel retail! With a shared vision for enhancing consumer experiences, this partnership continues to redefine the duty-free landscape.
The recent collaboration between Mars Wrigley International Travel Retail(ITR) and ARI at Dublin Airport resulted in an impressive 87% increase in sales value.
This initiative highlights how focusing on the Transaction zone (TZ) can unlock significant potential in travel retail. With around 300 million purchase moments per year in the ITR sector, each transaction offers an opportunity for impulsive buys.
To achieve these impressive results, the team applied several key strategies: implemented a perfect portfolio based on consumer data, optimised planograms to ensure the best product placement, and invested in enhancing navigation for travellers with strategic signage and efficient layouts in the TZ.
This holistic strategy has seamlessly integrated Mars Wrigley’s offerings into the duty-free shopping experience, creating a more engaging and efficient environment that maximises the potential for incremental sales.
Fulfil the 3 shopper needs using the power categories: reward, recharge, remind.
Transaction Zone is a massive opportunity for incremental sales.
We offer a full range to cover all TZ needs and price points. Featuring popular treats such as M&Ms, BE-KIND, Extra Gum and Skittles, these offerings are strategically designed to fulfill the three core shopper needs in the TZ:
- Reward
- Recharge
- Remind
They offer a moment of indulgence, a burst of energy, and a sweet souvenir to take home or gift to loved ones.
With 82% of purchases made for personal enjoyment and 62% for immediate consumption our products ensure a satisfying and convenient shopping experience.
What can we do for you? To further fuel Mars Wrigley's groundbreaking initiatives, B&S supports their customers by leveraging immersive brand experiences.
Our services include:
- Expert Planogram Advice: Provide objective advice for planograms for the entire TZ portfolio, based on data and insights.
- Comprehensive Portfolio Supply: Provide objective advice for planograms for the entire TZ portfolio, based on data and insights.
- Space Optimisation: Focus on layout improvements in the TZ to maximise efficiency and customer satisfaction.
