Dubai Duty Free has opened a new 28sq m retail area dedicated to leading confectionery brand M&M’s at Dubai International Concourse A.
The new unit is the result of a collaboration between Dubai Duty Free and Mars International Travel Retail (Mars ITR). Dubai Duty Free is the fifth airport location globally and the first in the GCC to introduce a dedicated M&2’s store.
Dubai Duty Free Executive Vice Chairman Colm McLoughlin said: “Concourse A has provided Dubai Duty Free with the opportunity to introduce new brands and innovative retail concepts. The M&M’s retail area is a good example of our team working with our supplier to produce a fun and interesting retail attraction that has great shopper appeal.”
 |
The ribbon-cutting ceremony was officiated by (front row, L-R) Dubai Duty Free President George Horan, Dubai Duty Free Vice President – Purchasing Saba Tahir, Dubai Duty Free Executive Vice Chairman Colm McLoughlin, Mars ITR Global Finance Director Willemien Boot, and Dubai Duty Free Senior Buyer Edgar D’Cruz; (back row, L-R) Mars ITR Regional Business Development Manager – GCC Ruby Walsh, Dubai Duty Free Manager – Purchasing & Research Sharon Beecham, Dubai Duty Free Manager – Retail Sales Michael Schmidt, Dubai Duty Free Buyer Anthony Morais, Dubai Duty Free Manager – Recruitment and Development Rachael Green, and Dubai Duty Free Vice President – Operations Sean Staunton |
Mars ITR Marketing Director Lieke Duijmelings said: “Dubai’s stunning Concourse A, specifically tailored to serve the A380 and its passengers, exemplifies an exciting new expression of the airport experience and we aim to echo that commitment in the retail experience.
“We believe that not only can we engage more strongly with existing shoppers but we can also seduce non-shoppers by tapping into travellers’ thirst for entertainment with a highly engaging and satisfying reason to step out of their seats and into the store. This approach is uniquely effective within confectionery as the category has the highest levels of impulse purchase.”
The new retail area is said to carry “the fun and energy” of the brand plus a Sense of Place generated through images on wall units, special destination merchandise and picture opportunities with M&M’s 3D characters.
The store carries a tailored and extensive range of M&M’s products, including a wide range of novelties, souvenirs, toys, candy dispensers and M&M’s-themed travel accessories, providing gifting, self-treating and snacking options. In-store theatre includes a series of interactive encounters to enhance the shopper experience.
Duijmelings added: “Dubai is an amazingly dynamic destination that epitomises the way to blend retail into the airport experience and we’re delighted at this opportunity to work with Dubai Duty Free to develop a compelling approach to drive footfall and conversion. The category growth and performance of our M&M’s brand have been phenomenal across all regions, implementing the right blend of in-store theatre, attractive point-of-sale, innovation and promotions.”
 |  |
Dubai Duty Free Executive Vice Chairman Colm McLoughlin (left) and President George Horan (right) pose with Yellow in a fun photo opportunity | |
