In the latest episode of Moodie Davitt Showtime, Nestlé International Travel Retail (NITR) General Manager Frédéric Porchet talks about unlocking the next wave of food & confectionery category growth through the A.C.T. framework – Attract, Convert, Thrive – announced at TFWA World Exhibition last year.
A.C.T. aims to drive sustainable category growth by placing engagement, innovation and shopper experience at the heart of the traveller journey.
In this interview with The Moodie Davitt Report President Dermot Davitt, Porchet articulates the thinking behind the A.C.T call to action.
“We have around 16-20% penetration [in the category], and around half of those passing through the confectionery store making a purchase,” he says.
Click on the video above to watch the full episode, filmed in Singapore by Alexander Roux for The Moodie Davitt Report
The A.C.T. levers address this challenge – and aim to lift those levels – by boosting immersive experiences, drive conversion using the emotional triggers of confectionery to encourage purchase, and by growing the business in a sustainable way that builds value for all partners.
He reiterates the key point that food & confectionery are gateway categories for a new generation of travellers.
“We need to be mindful that we are at a turning point,” says Porchet. “Consumers are not only looking for a new flavour or novelty They are asking for experiences they can Instagram or spend a moment enjoying. It’s our role to give enough space for that to happen.
“How do we confectioners make the category more attractive for travellers? Each shopper leaving the store with confectionery in the basket is a win for the business.”
Thought leadership and leading by example on the shop floor are a key focus for NITR, he says. Porchet underlines the strong focus on KitKat, Nestlé and After Eight in the channel.
A stated target of +50% category growth by 2030 is an “ambitious vision,” he adds, but it is attainable though deeper partnerships within the industry Trinity. “This means airports presenting the right space to experiences, retailers to have top-notch category managers and brands to propose the initiatives that can attract and convert more travellers.”
Of a model that can work for the future, he added, “We need a consumer-centric approach rather than one focused on who gets what percentage of margin,” he said. “We need to put the shopper at the heart of everything we do within the Trinity.” ✈
