SINGAPORE.Mars International Travel Retail (ITR), Focus Network Agencies (FNA) Group International and Changi Airport Group (CAG) celebrated their partnership at the official opening of the new M&u’s flagship store at Changi Airport Terminal 2 yesterday.
The new 256sq m flagship is the largest concept store opening for Mars ITR in the duty free channel to date and the largest dedicated M&M’s store in Asia.
Described as a “fun and colourful shopping experience for chocolate lovers”, this is the third M&M’s standalone store in Changi, increasing FNA’s presence to 14 stores across all four terminals. The first M&M’s concept store, spanning 40sq m, opened in October 2011 at Terminal 1, while another 85sq m store was added in Terminal 3 in January this year.
The opening ceremony was officiated by Mars Regional President Peter West, FNA Group International CEO Loo Lip Giam and Changi Airport Group Senior Vice President, Airside Concessions Division Ivy Wong. Also joining in the celebrations were members of the press – including The Moodie Report, the sole representative from travel retail media – and key personnel behind the store development from Mars ITR, FNA and CAG.
“Both FNA and Changi Airport have been fantastic partners for us through our shared ambitions in exploring new ways of developing the confectionery category to drive sales and footfall,” Mars Regional President Peter West said. “Providing relevant theatre and experience in such a fresh and exciting way has resulted in happy, satisfied shoppers and I believe we’re showing our understanding of impulse shopping behaviour through what we’re achieving here at Changi.”
FNA Group International CEO Loo Lip Giam added: “The official opening of this M&M’s concept store fulfills our ambitions in excellence, creativity and innovation. Through this kind of “˜strength-in-partnership’ we have delivered an engaging and dynamic experience to the many chocolate lovers who pass through Changi and we look forward to welcoming many more in the years to come.”
 |
Mars International Travel Retail Regional Business Development Manager (Asia Pacific) Alvin Tan welcomes guests to the official opening of the new M&M’s store in Changi Airport T2 |
 |
FNA Group International CEO Loo Lip Giam: “The official opening of this M&M’s concept store fulfills our ambitions in excellence, creativity and innovation” |
 |
Mars Regional President Peter West: “Providing relevant theatre and experience in such a fresh and exciting way has resulted in happy, satisfied shoppers” |
 |
 |
(L-R) FNA Group International CEO Loo Lip Giam; Changi Airport Group Senior Vice President, Airside Concessions Division Ivy Wong; and Mars Regional President Peter West declare the flagship store officially open with the cutting of the ribbon |
 |
FNA Group International CEO Loo Lip Giam (left) and Mars Marketing Director Lieke Duijmelings (right) mark the occasion with a celebratory toast |
 |
M&M’s mascot Macho Red keeping the guests happy and entertained |
 |
 |
Representing the travel retail trade press is The Moodie Report’s Melody Ng |
Following the ribbon-cutting ceremony that declared the store officially open, guests were invited to take a tour of the premises. On offer were a wide range of novelties, souvenirs, toys, candy dispensers and travel accessories – several of which are exclusive to travel retail – plus the regular Mars ITR range. There are plans to extend the variety over the coming months.
The new store started operations on 18 June and has since experienced “considerable success”, according to Mars ITR.
In-store entertainment is a key driver in the confectionery category and the brand owner said that this flagship store has driven the experience to a new level, using theatre and interaction to engage with impulse buyers.
The store is divided into three themed areas, with cameo appearances by the M&M’s characters: Macho Red, Clumsy Yellow, Sexy Green, Confident Blue and Neurotic Orange.
1. “˜Holiday’ – where travellers will have the opportunity to take photos with Red and Yellow against backgrounds featuring Singapore’s iconic skyline and landmarks.
2. “˜Travel’ – using a 3D luggage conveyor belt (for product display) in a mini airport setting with a Green stewardess and Red captain.
3. “˜At Home’ – where the store space is dressed with home comforts with Blue seated on a sofa for travellers to be photographed alongside.
Against a fresh yellow format design, this fun aspect of using the M&M’s characters promotes the strength of the brand to drive sales and engage consumers of all ages.
The store also features an interactive games station where passengers can play an M&M’s game where Red is rescuing his fellow characters.
 |
 |
 |
The new 256sq m flagship is the largest concept store opening for Mars ITR in the duty free channel to date and the largest dedicated M&M’s store in Asia |
 |
 |
 |
 |
 |  |
The store is filled with photo opportunities for travellers keen to take home a memento | |
 |  |
 | |
(Left) The store features an interactive games station where passengers can play an M&M’s game; (Right) Airport pillars clad in M&M’s advertising to promote the new store | |
 |
 |  |
The store offers a wide range of novelties, souvenirs, toys, candy dispensers and travel accessories, plus the regular Mars ITR range | |
 |
 |
The new T2 flagship follows the opening of two other M&M’s stores in Changi Airport: the first, spanning 40sq m, opened in October 2011 at Terminal 1 (above), while another 85sq m store was added in Terminal 3 in January this year (top) |
 |
 |
The T3 and T1 in-store displays feature local elements such as the durian and lion dance |
The development of this concept is driven by the understanding that creating a strong impact to meet the impulse shoppers’ needs delivers outstanding results, Mars ITR said.
“It’s well known that passengers are looking for inspiration and “˜price’ is no longer the main driver of sales in the confectionery category, plus it’s an established fact that for those passengers who choose to shop in airports, 70% reveal it’s the main source of “˜entertainment’ on this part of the journey,” West explained.
“Impulse is the key driver in this category and therefore we must engage with passengers to emotionally drive purchasing habits by providing a fantastic shopping experience. Our key brands such as M&M’s are best suited to achieving this kind of engagement, due to the opportunities to deliver a fun experience, and the results so far are extremely positive.”
Changi Airport Group Senior Vice President, Airside Concessions Division Ivy Wong said: “The confectionery category is one of the key retail categories for Changi Airport. Since 2008, concession sales from the confectionery category has grown tremendously by over +40%. Due to its strong performance, we have expanded the concession space allocated to the confectionery category, as well as strengthened the offerings with the introduction of new stand-alone concept stores at Changi over the past few years.
“With its strong brand following and a fun and innovative retail concept that is well-executed, CAG is delighted to count M&M’s amongst the family of brands available at Changi Airport. We believe that the store’s unique interactive features add a fun element of buzz and surprise to our passengers’ retail experience, which is something we continually strive to provide at Changi Airport,” Wong concluded.
The new M&M’s flagship store will be featured in detail in the Category Insight supplement in the upcoming September issue of The Moodie Report Print Edition.
