SINGAPORE. Godiva Chocolatier has opened a new 20sq m shop-in-shop with DFS in the latter’s new store at Singapore Changi Airport’s Terminal 3.
With the opening of the new shop-in-shop, Godiva “expects its business to be significantly enhanced by the additional traffic flow” at T3, which serves most of the Singapore Airlines flights. These include the new Jumbo A380 as well as China Eastern Airlines, Jet Airways, Qatar Airways and United Airlines.
Designed in line with Godiva’s “˜Modern Allure’ concept (see below), the new Godiva shop features a chocolate counter, a dipping counter and a chocolate box area, with core cabinets, wall bays and gondolas.
The opening was supported by tasting activities, allowing customers to taste the varied range of Godiva chocolates. Similar promotional activities will be repeated in May and June, along with a special GWP promotion, according to the company.
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The 20sq m Godiva shop-in-shop in DFS’s new store at Singapore Changi Airport’s new Terminal 3 features a chocolate counter, a dipping counter and a chocolate box area, with core cabinets, wall bays and gondolas |
Godiva and DFS Singapore have benefited from a strong relationship for many years in Singapore, said Godiva.
“In the past we supplied our Godiva pre-packed products to the DFS downtown shop. The partnership has evolved with Godiva recently opening a shop-in-shop in the DFS downtown shop (Scottswalk) at Scott’s Road, Singapore in April 2007 and now we have opened our new shop-in-shop in T3 at Changi Airport,” said Godiva’s CS Lam.
“These new shops are perfect examples of Godiva’s ability to cater to airport retailer needs by providing them with a flexible range of merchandising fixture solutions,” Lam added.
“Planning, designing and executing the shop-in-shop programme with DFS was a most pleasant experience. They are a very professional organisation and we have enjoyed excellent communications during the whole project,” Lam concluded.
For more information, contact CS Lam, tel: +852 3765 5804, fax: +852 3765 5877, or e-mail: c_s_lam@godivachoc.com.
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The Godiva shop-in-shop at Changi Airport T3 as seen from outside DFS |
Godiva’s Shop-in-Shop (SIS) programme for international travel retail
In other news, Godiva has introduced a new range of branded fixtures for both international travel retail shop-in-shops and wholesale distribution. The SIS system was presented on the booth at the IAADFS Duty Free Show of the Americas.
With its integrated fixturing programme, Godiva hopes to provide its partners with a full package which is personalised according to their specific needs, said the company.
The programme is an extension of Godiva’s Modern Allure global store design concept offering shoppers “an elegant and refined shopping environment”. In line with its heritage, Godiva’s store design concept has been inspired by classic Belgian architectural styles interpreted with a modern touch.
The shop-in-shop system is an integral part of Godiva’s strategy for business development in international travel retail. Over the past years, the premium chocolate category has seen a significant increase in terms of sales, said Godiva. Consequently airport retailers are seeking new ways to enhance the consumers’ shopping experiences.
Godiva Travel Retail Manager Europe/Americas William Legallais said: “Godiva’s reputation as a premium quality chocolatier is undisputed in travel retail and we seek to continue building strong and profitable relationships with our partners. As the premium confectionery category is steadily gaining importance within the travel retail environment, airport retailers are also seeking to provide their consumers with an offer which is in line with demand.
“As the shopping experience within this environment is so important, we need to continue supporting our brand with branded fixtures and fittings that reflect the quality of the chocolate as well as the premium positioning of the brand. The Modern Allure system does that admirably. It is a system that is simple yet elegant, using architectural inspiration but in a modern and chic way. This reflects the brand – Godiva, as a chocolatier, combines classic heritage and skill in its manufacturing and production with recipes and presentations that reflect a modern, contemporary world,” he added.
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The shop was designed in keeping with Godiva’s “˜Modern Allure’ concept, which was inspired by classic Belgian architectural styles interpreted with a modern touch |
Flexible units catered to travel retail needs
By working closely with its partners to maximise the usage of the different fixturing elements, Godiva is able to provide clear planograms to give an overall view of how the fixtures and product will look once in place.
There are three main components to the SIS programme:
1. Mid Floor Tower – This is a mid floor unit which is compact and offers a 360 degree shopping experience to the customer. The unit is ideal where space is limited or can be used as an additional merchandising area to highlight new products or seasonal specials. Visuals featuring key product ranges can easily be interchanged according to needs or key focuses.
2. Wall Unit – Flexibility is the key advantage of this unit as its use can be easily adapted to available shop spaces, said the company. Godiva’s Wall Unit can be used on its own, or repeated to make a longer wall system. Shelving within the unit can be altered to provide either straight line or box displays (depending on store requirements). In addition, there are two display shelves at the top, along with an interchangeable poster holder to display Godiva’s product portfolio.
3. Mid Floor Unit – This gondola style unit has a large capacity for product and is extremely flexible in display styles, said Godiva. There are magnetic graphics panels on either side for advertising panels – ideal for new product launch material.
Godiva has already agreed to open a new personalised merchandising space at Dallas airport in the first half of 2008. Additionally, as part of an overall expansion of activity with DFS, Godiva will be placing 18 Mid Floor Tower Units in its North America airport and Galleria locations. It is also opening a free standing store in Guam before the summer, and it will include some of the SIS fixtures.
For more information contact William Legallais, Travel Retail Manager Europe/Americas, Godiva Chocolatier, tel: +32 2 422 1892, fax: +32 2 422 1973, or e-mail: william_legallais@godivachoc.com.
Alternatively, contact Diane Buchanan, International Travel Retail Manager North America & Caribbean, tel: +1 302 239 0802, fax: +1 302 239 1918, mobile: +1 215 870 0840, or e-mail: diane_buchanan@godivachoc.com.
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