Fun and games as So Chocolate opens second shop at Changi Airport : Moodie Davitt Report

The refurbished So Chocolate T1 store layout aims to maximise customer comfort in limited space

LS travel retail ASPAC has launched the second So Chocolate concept in Singapore Changi Airport Terminal 3 with a Godiva fresh chocolate corner and travel retail exclusive destination merchandise under the brand Taste of Singapore.

In other news, the existing shop in Changi Terminal 1 has been revamped to include a Microsoft Kinect Game Video Wall.

The new-look 304sq m T1 store has an attractive faÃ§ade featuring seasonal launches from brands such as Godiva, Paton’s and Toblerone and an upgraded shopping experience built with the ease of zoning and simplified check-outs, according to the operator.

A new addition to the store is a 6 x 46″ LFD TV wide display featuring thematic highlights, promotions and value deals. Apart from the big display of promotions and launches, travellers are invited to take part in an interactive gaming experience, created with Microsoft Kinect Game Wall Experience, where customers’ bodily gestures synergise with their on-screen silhouette, qualifying them for instant prizes.

The Kinect Game Wall in Changi T1 seeks to increase penetration into the 304sq m store

New Changi T3 So Chocolate store

The new 150sq m So Chocolate store in Changi T3 is described by LS travel retail as an extension of the current offer in T1, replacing a competing confectionery concept from King Power, “establishing itself as one out of two remaining confectionery retailers operating in the airside environment in Changi”, the company said.

LS travel retail Singapore General Manager Lee Charn Cheng commented: “We are delighted to expand to Changi Terminal 3 and to continue to operate LS’s confectionery concept in Singapore and the region. I firmly believe that So Chocolate is a truly innovative store that can deliver a confectionery experience that is truly exciting, satisfying and memorable for the shoppers and commercially effective for our partners and ourselves.”

The latest So Chocolate store is designed to align with T3’s passenger demographic of an affluent mix of business and transit passengers travelling on long-haul flights.

Incorporating the shopping insights of T1’s So Chocolate shop, it encompasses the key destination category with a full collection of Taste of Singapore, So Chocolate’s travel retail exclusive offerings of local favourites, ranging from baked goods to Merlion chocolates.

The premium boutique is anchored with a tasting and display bar, giving shoppers the opportunity to learn more about the production and taste of luxury confectionery brands such as Fauchon, Valrhona, Neuhaus and an 18sq m Godiva corner with an assortment of sophisticated gifting chocolates and a counter offering fresh classic truffles and pralinés.

All LS travel retail stores are equipped with enhanced POS to minimise customer waiting time

Destination category is T3 store highlight

The store design features dedicated zoning laid out by category from the gifting brands with strong promotional messages to destination category products offering local specialties. The premium-quality fitting of the destination area includes a bank of LCD screens to inform and entertain, including presentations from each of the key brands within the store entrance and at the premium zones.

Changi Airport Group Senior Vice President for Airside Concessions Ivy Wong said: “We are pleased to welcome the arrival of So Chocolate, an award-winning concept to Terminal 3, further strengthening the shopping experience and the confectionery category at Changi Airport. With its strong portfolio of brands in the international duty free, fashion and confectionery arena, coupled with creative execution, we are delighted to have LS travel retail as our close retail partner. We look forward to build a stronger partnership together and will work hand-in-hand to deliver more innovative retail experiences to our passengers.”

Godiva TRA Limited Regional Travel Retail Director CS Lam commented: “Godiva is most excited about our new personalised wall bay and chocolate counter in the new So Chocolate concept store in Terminal 3 of Changi International Airport.

“With the long history of working together successfully, not just in Europe but also in the Oceanic region, the second So Chocolate store in Changi International Airport offers us the unique opportunity to showcase our new chocolate counter and it is the first to be done in Asia.

“We certainly look forward to continue working with LS travel retail in providing a new Godiva shopping experience to consumers and bringing it to a whole new level.”