Nestlé International Travel Retail (NITR) is launching its popular Nescafé Dolce Gusto beverage system into travel retail at Singapore Changi Airport.
The system will be available at Sprint-Cass electronics stores at Changi Airport’s terminals 1, 2 and 3 from early next month.
The compact Dolce Gusto automatic machine uses capsules to produce a range of beverages – including hot or cold coffee and tea – at a quality that “compares to the best coffee houses”, according to NITR.
Though ultimately not exclusive to Singapore, NITR considers Changi Airport as the “ideal travel hub” for the launch. The company cited research that indicated that, unlike Europeans, the majority of Asians prefer a Cappuccino over a black Espresso and appreciate varieties such as Latte Macchiato, Chai Tea and Cappuccino Ice, all of which are present in the Dolce Gusto range.
 |
The Dolce Gusto automatic machine uses capsules to produce a range of beverages |
NITR Brand Manager Emmanuelle Chavarot commented: “While we remain focused and committed to developing the confectionery category, the incredible success of Nescafé Dolce Gusto in more than 60 countries worldwide inspired us to extend the concept to travel retail. Nescafé Dolce Gusto is not just a coffee machine but a real lifestyle experience. We firmly believe that the consumers will be keen to discover the fun and colourful universe of Nescafé Dolce Gusto and will be wowed by the great taste of the beverages.
“We are delighted that Changi Airport Group and our retail partner Sprint-Cass share that belief and are joining us in pioneering this novel business concept,” Chavarot added.
Apart from the core offer of machine, capsules and accessories, NITR is investing in premium display units, in-store sampling and product demonstration. A special bag will be offered to make it convenient to carry the purchase.
Leveraging technology is another key promotional element, NITR said. Features including augmented reality from a state-of-the-art device will serve to “interrupt and entice” travellers.
The promotion is backed by the Nescafé Dolce Gusto advertising campaign, with taglines such as ‘Coffee can be surprising’ and ‘Coffee can be a discovery’.
[houseAd5]
