Mars Wrigley International Travel Retail (ITR) is putting the spotlight on two regional initiatives in Asia Pacific. The first is the introduction of its Transaction Zone model and the second is an enhanced range of destination-themed gifting sleeves.
Mars Wrigley ITR will be exhibiting the duo alongside its core portfolio at the upcoming TFWA Asia Pacific Exhibition (Stand B2 R15) in Singapore (10-14 May).
The Transaction Zone concept is a retail execution model designed to optimise checkout environments and drive incremental sales at the final point of purchase.
According to the company, the model is built on shopper insights and focuses on portfolio curation, strategic placement and impactful display execution to encourage impulse purchases in high-traffic areas.
Dedicated fixtures capture attention and simplify navigation at checkout, supporting conversion in both manned and self-service environments.
Following successful implementation across several EMEA locations, including Dublin, Frankfurt, Athens, Budapest and Cairo, Mars Wrigley ITR has accelerated the roll-out across Asia.
In partnership with FNA Group International, the concept was introduced at Singapore Changi Airport Terminal 2 in March, where an optimised checkout display and navigation system has been implemented.
The roll-out has also extended to Kuala Lumpur International Airport Terminal 1, where Mars Wrigley ITR has partnered with Eraman to install Transaction Zone displays across four staffed and self-checkout counters.
Further activations are planned across Asia Pacific travel retail throughout 2026 as the company continues to scale the model regionally.
Alongside its retail execution strategy, Mars Wrigley ITR is expanding its sense of place gifting sleeve concept.
The initiative was first introduced with a Singapore-exclusive design at the TFWA Asia Pacific Exhibition last year, driving an uplift in unit sales, the company said.
The concept has since been extended to key seasonal moments, including Lunar New Year, reinforcing its relevance as a gifting-led proposition in travel retail.
Two new travel retail-exclusive designs are set to launch this summer: a Malaysia-themed gifting sleeve and a broader Asia-inspired edition. The range is designed to drive cultural resonance and emotional engagement while supporting conversion and basket value growth in-store, Mars Wrigley ITR said.
“Our return to TFWA Asia Pacific underscores our commitment to regional partners and travellers,” said Mars Wrigley ITR Market Director An de Volder.
“The introduction of our Transaction Zone model in Asia is a game changer for the checkout experience, creating high-impact spaces that drive engagement, increase conversion and grow the overall category.
“At the same time, our expanded location-based gifting sleeves, tap into the travellers desire for unique, localised gifts. These initiatives are perfect examples of how we are using insights to deliver meaningful retail solutions that create genuine value and memorable moments for shoppers.” ✈
Coming soon: The TREX Factor The Moodie Davitt Report has launched a breakthrough business-to-consumer (B2C) video series called The TREX Factor, focused entirely on travel retail-exclusive (TREX) products. Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the series will be shown in multi-lingual form (led by, but not limited to, Chinese and English) on the Moodie Davitt STUDIO YouTube platform with tailored versions on Xiaohongshu (Little Red Book/Red Note), Douyin (抖音), Instagram, LinkedIn and our dual WeChat platforms. The TREX Factor launches in early May. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
