INTERNATIONAL. Nestlé International Travel Retail (NITR) will be highlighting the potential of confectionery sales at checkout with a new till point merchandising unit at the upcoming TFWA Asia Pacific Exhibition in Singapore (Stand number: G30).
Research carried out by the company has demonstrated the big opportunity for additional confectionery sales when product is available at checkout.
Nestlé International Travel Retail Head of Sales Ian Robertshaw explained: “All travel retail shoppers have to pass through the checkout and on average spend between five to seven minutes there queuing. Now, put that together with the fact that up to 60% of confectionery is purchased on impulse and you have a perfect opportunity to add to the basket. We’ve found that, where offered, confectionery sales can increase by more than +50% when a selection is available at the till point.”
NITR plans to tempt shoppers with a new purpose built “˜till point solution’, which will be presented at the Singapore show. The modular unit can be shelved to stock a variety of NITR brands within the snacking and sharing and gifting categories, such as Nestlé Swiss, Kit Kat, Smarties, Lion, Rolo and Nuts.
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Nestlé International Travel Retail plans to tempt shoppers with a new purpose built “˜till point solution’, which will be presented at the TFWA Asia Pacific Exhibition; the modular unit can be shelved to stock a variety of Nestlé brands |
“It can also be utilised for a full category approach including the introduction of Liquor, Perfumes & Cosmetics and accessories. “˜Call to action’ header cards will be available to tailor the communication by location or region,” added Robertshaw.
In investigating till point sales, NITR has shown that confectionery is the most effective of category products to be offered at the till point. “Confectionery is the most impulsive category in travel retail with accessible price points and formats for all pockets. It is ideal for capturing final discretionary spend,” said Robertshaw.
“We can provide product, subcategory, cross category and custom made “˜Cash Till Point’ solutions for all retailers and we believe this offers a real opportunity to create new value and increase sales whilst still meeting shoppers’ needs.”
The new till point units are designed for merchandising NITR’s new lines for 2010, including Nestlé Swiss individual 135g milk and fruit and nut bars, 43-piece Assorted Chocolates Tower and Sharing Packs; new-look Smarties Disney Toppers and special Kit Kat 75 years anniversary packs – all exclusive to travel retail.
For details, contact Ian Robertshaw, Nestlé International Travel Retail, tel: +41 21 948 2984, e-mail: ian.robertshaw@nestle.com.
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