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SWITZERLAND/MALAYSIA. Kraft Foods World Travel Retail (KFWTR) has opened its first shop-in-shop concept in Eraman’s 30,000sq ft shopping mall at the revamped Contact Pier International at Kuala Lumpur International Airport.
The three adjacent shops occupy a total of 279sq ft of retail space – Toblerone (215sq ft), Côte d’Or (37sq ft) and Daim (27sq ft).
The confectionery category accounts for 3,000sq ft in Eraman’s innovative new shopping area. It is located just past the main immigration area, near the aerotrain station, where regional and international travellers come together. The area blends contemporary design and some fixtures feature batik (traditional cloth dyeing method) colours and designs as the main decorative elements.
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Kraft Foods World Travel Retail’s first shop-in-shop concept in Eraman’s shopping mall at the newly revamped Contact Pier International at Kuala Lumpur International Airport is seeing increased store penetration and sales since its launch | |
KFWTR’s three shop-in-shops are designed to deliver the individual brand worlds to travellers, the brand owner said. Once through immigration, travellers are immediately drawn to the Toblerone pyramid, which features the brand’s travel retail exclusive range of products. Swiss Alps visuals and Toblerone’s Swiss heritage advertising adorn the walls, and there is also a large 3D Toblerone bar suspended from the roof to entice shoppers.
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Malaysia Airports and Eraman were profiled in the May 2009 issue of The Moodie Report Digital Print Edition |
The Toblerone kids’ range is presented in a corner display fronted by “˜brand ambassador’ Bernie, the Swiss Saint Bernard dog. Decorated in Toblerone’s exclusive travel retail gold colours, this area invites consumers to experience their “˜True Piece of Switzerland’.
With rich, warm colours, the Côte d’Or area features dark wood and chunks of Côte d’Or chocolate displayed on the back wall to attract consumers. A set of table and chairs was put up to “[provoke] thoughts of indulgent pieces of decadent Côte d’Or chocolate with a cup of coffee – making this charming area a haven for chocolate connoisseurs”, KFWTR said.
Swedish brand Daim draws attention with an explosion of red colour in its dedicated area, which features a Daim column.
Eraman’s sales for the three brands show significant growth compared to last year, proof that the concept stores have been a big success, KFWTR said. The “exceptional location” of the stores, as well as unique concepts, has increased penetration and sales for both KFWTR and Eraman, the company added.
KFWTR Area Business Development Manager Rajiv Malhotra commented: “Initial sales are very encouraging and, with a dedicated merchandiser exclusively at the Contact Pier, we are noticing an increase in store penetration and are delighted by initial results. This further endorses and strengthens our number one position in South East Asia.”
CLICK THROUGH THE GALLERY BELOW TO VIEW ERAMAN’S LIFESTYLE MALL AT CONTACT PIER, KLIA
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