Mondelez World Travel Retail has hailed the success of a Toblerone Crunchy Almonds pop-up shop opened at Paris Charles de Gaulle Airport Terminal 2E throughout July.
Located in the walk-through Buy Paris Duty Free store, the month-long promotion attracted shoppers with a mix of personalised decoration, tastings, digital displays, games and a gift with purchase offer.
Mondelez said the promotion addressed all three pillars of is “˜Delighting Travelers’ category vision: attracting more shoppers, encouraging more spend and motivating travellers to spend more time in-store and re-visit more often.
 |
Shoppers were encouraged to try products and interact with the brand in the pop-up shop |
 |
Digital animation video on the shop’s supporting columns ensured that shoppers were attracted from all sides of the store, whether they had entered via the Perfumes & Cosmetics offer or through Confectionery, encouraging cross-category purchasing.
The shop featured a Toblerone Crunchy Almonds tasting table, with a hostess inviting shoppers to try the product. A Toblerone Crunchy airplane provided a photo opportunity for shoppers, who were encouraged to send a picture of themselves inside the plane to family and friends via an in-store iPad.
Shoppers could also play a Toblerone game app “˜Out of the Blue’, while shoppers spending €25 or more were rewarded with a large Toblerone Bernie dog as a free gift with purchase.
Mondelez World Travel Retail Manager Category Marketing Nicole Hatt said: “The Toblerone Crunchy Almonds pop up shop has created excitement in-store at CDG Paris during one of the airport’s busiest periods.
“The mix of elements – digital animation, personalised displays, engaging mechanics and tastings – has ensured that this promotion delivered well above expectations while successfully addressing every pillar of our Delighting Travelers category vision.”
Aelia Duty Free Confectionery Buyer Marianne Roch praised Mondelez for the promotion, deployed during a peak period in one of the airport’s main shops.
“The promotion was well thought through: a Bernie Bear gift with purchase, for example, fitted perfectly with the high volume of family tourism at this time and boosted sales,” she added. “The Toblerone Crunchy Almond plane attracted both children and adults, converting them to shoppers.
“And the combination of the plane – an easily understood symbol of travel – with the Eiffel Tower, an unmistakable symbol of Paris, created an eye-catching and memorable display.”
 |
 |
