NETHERLANDS. Mondelez World Travel Retail (WTR) has opened its first boutique-style shop-in-shop at Amsterdam Airport Schiphol, in partnership with Schiphol AirPort Retail and Gebr. Heinemann. The 62sq m outlet opened on 25 May and features the brand owner’s wide portfolio including Toblerone, Oreo and Milka.
The partners said that the new experience would deliver on their mutual objective “to bring even more excitement to passengers in Amsterdam”.
The premium experience emphasises Mondelez WTR’s evolved category vision, which the company said aims to deliver “enhanced category awareness alongside unique experiences, promising memorable moments for travellers”.
It carries a strong focus on personalised gifting options, many of which are unique to Amsterdam.
Using the latest technology, the advanced Toblerone sleeve printer allows shoppers to personalise their 360g Toblerone bars. In addition, ribbons in multiple colours can be personalised and instantly printed in store.
Mondelez WTR is also championing Dutch Sense of Place. The shop features a special gifting station in the shape of the well-recognised Dutch windmill and a biscuit section designed to look like a Dutch bakery; both features connect the space to its surroundings and give it a localised look. Shoppers can also purchase Amsterdam-themed Milka and Toblerone bars. In addition, an exclusive Amsterdam bag is offered as gift with purchase.
The space is designed to drive traveller engagement. An eye-catching artificial tulip wall provides opportunities for travellers to take a picture and share online. In addition, the newly launched Toblerone equity design is featured in-store alongside a giant screen for passengers to play a game, have fun and engage with the new look and feel of the leading chocolate brand. The bakery section brings further engagement, with travellers invited to enjoy an Oreo Game a further touchpoint in the shop.
Mondelēz International WTR Managing Director Jaya Singh said: “As pioneers of Sense of Place, it brings me great joy to see how the Mondelez team brings innovation to concepts we have championed for nearly a decade. We have continued to enhance what Sense of Place looks and feels like and this latest project ticks all the boxes with its design elements unique to Amsterdam. We are grateful to Gebr. Heinemann and Schiphol AirPort Retail for supporting our vision of elevating confectionery awareness and growing the category by working with us on delivering a unique experience for travellers to remember long after they have returned home.”
Schiphol AirPort Retail Managing Director Simon Asmus said: “Today’s traveller is not simply seeking out a product. They are seeking out an experience, something unique and exciting that they can’t get anywhere else. That is where travel retail steps in with a strong advantage. We have consumers passing through our duty free on a daily basis in large numbers. Through this powerful partnership with Mondelez and Gebr. Heinemann, we hope to deliver an experience that stops travellers in their tracks while also ensuring they remember their time in Amsterdam as one that is memorable.”
Gebr. Heinemann Director Marketing Jens Peter Peuckert said: “In order to be constantly innovative, we team up with partners that are equally willing to push boundaries. Our productive companionship with Mondelez and Schiphol shows what collaborative efforts can achieve in terms of setting new standards for how activations excite, engage and invite consumers to enter duty free shops. With the ‘shop in shop’ concept, we underline that we stand for a spectacular assortment and as well as unforgettable experiences.” ✈
