Mondelez World Travel Retail (WTR) has installed the first confectionery shop-in-shop within The Nuance Group’s walkthrough Duty Free Store at Zurich Airport Level 2.
Opened on 6 June, the Toblerone-branded corner offers a wide range of Toblerone products in what Mondelez described as an easy-to-navigate, elegant setting, and gives shoppers the chance to personalise any 400g bar with a choice of exclusive sleeves.
The shop-in-shop has been designed to meet Mondelez WTR’s Category Vision strategic objectives of attracting more shoppers to the confectionery category, with improved visibility and navigation, and inviting travellers to visit more often by creating an in-store shopping experience.
Taking its inspiration from a modern art gallery, the shop-in-shop features shimmering golden walls, inset with eye-catching triangles of colour, plus a glass-based gondola with products artfully displayed on triangular shelving.
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Taking its inspiration from a modern art gallery, the new Toblerone shop-in-shop features shimmering golden walls, inset with eye-catching triangles of colour |
On top of the gondola, a giant 3D Toblerone is filled with 400g bars, ready to be personalised with a range of sleeves – easily accessed from built-in dispensers at either end of the unit. Shoppers are offered a choice of three different sleeves: exclusive Zürich-specific, exclusive travel-specific, and an “I love you” message.
A further sleeve dispenser has been integrated into the back wall of the shop-in-shop in a bold triangular design. In addition, a lightbox and an integrated screen, which features a Toblerone mood film, further attract shoppers’ attention and enhance the environment of the shop-in-shop.
This new Toblerone project is “a clear statement” of the growing importance of the confectionery category, the company said, and reflects two years of hard work by the Mondelez WTR team and its partners – including Nuance and Zürich Airport – to bring the project to life.
Mondelez WTR Managing Director Andreas Fehr commented: “Bringing this project to life has been a huge challenge but we are delighted that our patience and persistence has paid off.
“This new shop-in-shop will bring more travellers into the Nuance Duty Free Store’s confectionery category, and by delivering a shop-in-shop which is easy to navigate and clearly set out – as well as offering the opportunity to personalise bars – we will bring shoppers back more often. These are two of the key strategic pillars of our Delighting Travelers category vision and it is exciting for the whole team to see these objectives being met with such an exciting project.”
Nuance Commercial Director Europe Alexander Anson added: “With this new shop-in- shop the Mondelez WTR team has brought the world of Toblerone to life in an elegant, exclusive and highly desirable environment. At Nuance we are very open to taking on insight-based concepts, and therefore we are delighted to see an iconic brand such as Toblerone step up to the mark with the clear aim of accelerating the retail growth. This has been a project close to our hearts and we value the support of Zürich Airport in bringing it to fruition.”
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A giant 3D Toblerone is filled with 400g bars that can be personalised with three sleeve designs: exclusive Zürich-specific, exclusive travel-specific, and an “I love you” message |
