SWITZERLAND. Kraft Foods World Travel Retail (KFWTR) has announced the launch of a new mobile retail concept for its Toblerone brand.
Offering flexibility, functionality and high-quality design, the new Toblerone mobile shop is said to bring together the best of KFWTR’s merchandising expertise, and allows retailers to capture consumer spend in any airside location.
Completed at the end of 2010, the prototype unit comprises a number of components. The largest of these is a 3.3m-long merchandising unit, topped by a giant Toblerone chocolate bar, which features a large TV screen and an optional model cable car, running from one end to the other.
There are also six smaller triangular shelving units, allowing for a flexible layout, plus a cashier desk and two giant-sized standing Toblerone bars to create maximum retail theatre. Eye-catching golden flooring ties the whole concept together.
 |
Offering flexibility, functionality and high-quality design, the new Toblerone mobile shop is said to bring together the best of KFWTR’s merchandising expertise, and allows retailers to capture consumer spend in any airside location |
The mobile shop has been designed to address several ongoing challenges in the travel retail sector, KFWTR said.
The shop’s mobility allows retailers to test it in different airport locations, adapting quickly to changes in passenger flow and leveraging spaces where there is currently no retail presence. The flexible concept – which occupies a floor space of between 20-30sq m depending on layout design – means that it can fit easily into small spaces and provides retailers with a wide choice of different set-ups.
In addition, the eye-catching design and the fact that the units can sit apart from the main shopping environment increase the chances of attracting the relatively high percentage of passengers who would not otherwise enter a traditional travel retail store.
Finally, from a merchandise security perspective, all of the units are fully lockable during non-operating hours.
 |  |
The prototype unit comprises a number of components, including a 3.3m-long merchandising unit, topped by a giant Toblerone chocolate bar, which features a large TV screen and an optional model cable car, as well as six smaller triangular shelving units which allow flexibility, plus a cashier desk and two giant-sized standing Toblerone bars | |
The new concept has already been put into place at Zürich Airport. Working in conjunction with The Nuance Group, KFWTR installed the mobile retail unit in the concourse of Airside Center’s Level 1 at the beginning of January 2011.
The 20sq m configuration offers a full assortment of Toblerone chocolate products, including the iconic 400g bar, the Tiny sharing bags and formal gift items such as Tobelle and the Ribbon Box. To ensure maximum sales, the mobile shop is staffed from early morning until late into the evening, and an array of branded display materials in the concourse help make passengers aware of its presence.
 |  |
In partnership with The Nuance Group, KFWTR has already launched the new concept at Zurich Airport, where a 20sq m mobile retail unit has been set up in the concourse of Airside Center’s Level 1 at the beginning of January 2011 | |
Commenting on the launch, The Nuance Group Category Buyer Food Europe Lorenz Asch said: “We are delighted that the new Toblerone mobile shop has been launched at Zurich Airport, and the sales results from the first week promise much success ahead.
“Toblerone is a key confectionery brand for us and we believe that this new concept will help to generate additional sales, especially this year, when our main tax and duty free store will be closed due to refurbishment and construction work within the airport.”
KFWTR Managing Director Andreas Fehr added: “We hope to gain valuable insights from the implementation of our first Toblerone mobile shop at Zurich Airport. By working with The Nuance Group we are hoping to be able to quantify the incremental sales opportunity that this new concept can deliver, while understanding more fully the ease of its operation in an airside location. Based on this information, we will consider plans to roll-out this exciting new Toblerone concept to key travel retail locations around the globe.
“With this innovative retail concept Toblerone is setting a new benchmark bringing a “˜true piece of Switzerland’ to every corner of the travel retail world,” he concluded.
Advertisement |
