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Sales of the new Luxury Selection Dark and Milk Chocolate Multi-Packs were aided by the three-month World Duty Free promotion |
UK. Cadbury Schweppes International Travel Retail (CSITR) has revealed that its partnerships across travel retail channels have had a positive impact on sales of the new Cadbury Luxury Selection range.
Running from November 2006, a three-month promotion in conjunction with airport retailer World Duty Free – which involved a “˜three for two’ offer across the Cadbury Luxury Selection portfolio, including the two new Dark and Milk Chocolate Multi-Packs (pictured) – has exceeded expectations, the company said.
Supported by in-store displays and point of sale materials, as well as being featured on the World Duty Free website, the promotion resulted in the Cadbury Luxury portfolio claiming 10% of WDF’s overall premium confectionery category during the period.
“The opportunity to have world exclusives on sale in WDF offers our customers something new”“ |
NIGEL SANDALS, Buyer, Confectionery and Fine Food, World Duty Free |
Said World Duty Free (WDF) Buyer Confectionery and Fine Food Nigel Sandals: “An integral part of the WDF confectionery strategy is to develop and grow the luxury segment within our confectionery business. Cadbury’s timing on entering this market in the build-up to the Christmas trading period was perfect and added significant incremental sales to the category.”
He added: “A key part of the success was in-store sampling. Feedback from our customers and staff was that the product tasted great, together with some element of surprise that Cadbury would offer such a premium product.
“The opportunity to have world exclusives on sale in WDF offers our customers something new. WDF are constantly on the look out for exclusive and new products to delight and surprise our customers – Cadbury has responded to this well and came up trumps here!”
British Airways launched the Cadbury Luxury Selection Praline Tower Pack exclusively onboard in September 2005, with the product consistently appearing in the airline’s top three confectionery products for sale onboard since then.
Based on the successes of promotions to date, P&O Ferries added the Cadbury Luxury Selection line to its product range this Easter. The new addition will be supported by staff incentives and tastings in the Club Lounge.
P&O Ferries Buyer Confectionery Tracy Wheaton commented: “We have had a positive start to the new range of Cadbury’s Luxury Selection products onboard.”
CSITR Regional Manager Jo Willey added: “The joint promotions have provided outstanding results across retail channels, made possible by our key business partners and consumer insight analysis. We are delighted that the Cadbury Luxury Selection range will soon be available across all three travel retail channels and look forward to building on this success to drive future promotional activity.”
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