SINGAPORE. Following the launch of the first mobile retail concept for Toblerone in Zürich Airport earlier this year, Kraft Foods World Travel Retail (KFWTR) has unveiled its latest next-generation merchandising units: the life-size, interactive Toblerone cable car.
The unit was exclusively developed in cooperation with LS Travel Retail ASPAC for So Chocolate, the retailer’s new confectionery store at Singapore Changi Airport Terminal 1 which opened this month. KFWTR believes that this eye-catching cable car unit sets an exciting new benchmark in travel retail confectionery merchandising.
Inspired by the iconic cable cars of the Swiss Alps, the Toblerone cable car concept is designed to deliver an innovative piece of retail theatre to appeal to the region’s travellers.
The Swiss heritage of Toblerone is reflected by an array of 3D elements, including retro-style skis, real-size cow bells and miniature Swiss cows. A digital soundboard encourages shoppers to interact with the unit by selecting iconic Swiss sounds and music, such as yodelling and the Alpine horn.
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The Toblerone cable car concept is designed to deliver an innovative piece of retail theatre to appeal to Asian travellers |
From a merchandising perspective, a wide range of Toblerone products can be displayed on the shelves lining the inside and outside of the cable car, with built-in storage allowing for easy re-stocking. A large wall bay of Toblerone products is also situated directly behind the unit within reach of shoppers.
“Once again, KFWTR has pushed the boundaries of travel retail confectionery retailing, creating a high level of consumer engagement with the Toblerone brand and its Swiss heritage,” said KFWTR Manager Marketing Natalia Sanz.
“As a leading supplier, we firmly believe that innovative concepts such as the Toblerone cable car have a key role to play in driving further growth in the confectionery category as a whole, attracting new and increased numbers of shoppers to the category. It has been an enjoyable experience to work with our retail partner to bring this exciting new Toblerone concept to life and to provide a “˜delicious’ shopping experience for the region’s travellers,” she added.
Aelia Head Buyer for Confectionery and Fine Food Sandrine Verrecchia-Godin commented: “One of the key aims of the So Chocolate store is to truly engage the consumer with the confectionery category and the Toblerone cable car achieves this on many levels. The highly visible – and interactive – retail concept is delivering an exciting and memorable shopping experience for visitors of the new store, and working with KFWTR to achieve this has been an inspirational experience.”
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