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Nestlé International Travel Retail (NITR) will be showcasing its evolving Perfect Store category initiative alongside new product concepts for 2013 at the upcoming TFWA World Exhibition (Stand number: Golden Village GO3).
NITR Customer Marketing Manager Alan Brennan said: “In Cannes, NITR will be showing delegates an engaging video piece on the emotional challenge versus reward faced by shoppers when buying gifts, and how we have used this insight to better target both the confectionery and non confectionery shopper, through the Perfect Store three step cycle of Insight-Action-Evaluation (pictured right).
“Delegates will be able to see first-hand case study results that show how Perfect Store has increased category footfall, conversion and basket size along the shopper journey. We believe the combined sequence of material which will be showcased in Cannes is very powerful and demonstrates our innovative and first to market approach. Using shopper insight to accelerate category growth delivers compelling results through Perfect Store – it is a fact,” Brennan added.
The Perfect Store initiative and its four key category drivers offer a framework to address both levels of footfall and conversion by creating the building blocks for increasing sales. It provides workable solutions through understanding the traveller-shopper, in terms of their gifting and self-purchase needs, associated behaviour, motivation and emotional triggers to purchase.
NITR will also be launching its new product concepts for 2013 with a continuing support for the new Nestlé Swiss Premium range as well as high focus on the Snacking and Sharing sub-category.
“Aligned with our Perfect Store vision, each of our products is primarily a reflection of what consumers are telling us they would want and value, rather than what we want them to buy,” said NITR General Manager Devrim Cobek. “New products are developed to further entice, engage and convert an ever-increasingly demanding shopper – with a mission to continue growing the category in all its sub-categories.”
As always, all product development for key brands such as Nestlé Swiss, Kit Kat and Smarties are developed exclusively for travel retail. “This guarantees that the shopper/traveller will find products within the travel retail environment which he/she will not have seen on the domestic market, either for snacking and sharing along the journey or to purchase as a gift for a loved one, with no comparison to any other product,” added NITR Marketing Manager Frederic Porchet.
“NITR’s philosophy is to offer travelling shoppers innovative and exclusive product formats of their favourite global brands, and this we are doing through an expanded range of exclusive offers which meet all emotional purchasing needs. Of course, as per our philosophy, all these new introductions are funnelled down from the Perfect Store initiative, based on deep shopper understanding. This is the key for success,” Porchet said.
Brennan concluded: “We have really exciting results and data to report at TFWA World Exhibition. As confectionery becomes an increasingly important category within the travel retail mix, buyers are urged to come and talk to us in Cannes this year.”
For details, contact Roland Stieger, Nestlé International Travel Retail, tel: +41 21 948 29 71 or e-mail roland.stieger@nestle.com .
Note: The Moodie Report will preview some of the latest Perfect Store initiatives ahead of the Cannes show.
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The Perfect Store initiative, along with key shopper insights, is key to the development of Nestlé International Travel Retail’s new product programme for 2013 |
