Ferrero Travel Market (FTM) will highlight travel retail-exclusive products and a three-pillar business approach to customers at next month’s TFWA World Exhibition in Cannes (Bay Village 8).
Its confectionery portfolio includes the Ferrero Rocher Destination Collection, Kinder sharing pouches, the new Tic Tac gifting range and a selection of Nutella products.
Ferrero Travel Market General Manager Patrick Baubry described 2016 as an exciting and challenging year for the brand. “Ferrero has had a positive year…driven by our focus on shopper understanding and on trade cooperation,” he said.
Baubry believes the confectionery category can play a pivotal role in raising store penetration in travel retail by stimulating impulse purchase.
“Sustainable business development will pivot on three pillars – exclusivity, quality and experience – and Ferrero is geared up to exploit our premier position in those areas.
“Exclusivity means investing in brand innovation and knowing how to deliver exclusive items that match consumer need. It involves creating the blockbuster product which has no equal elsewhere and working closely with the trade to promote the most compelling initiatives.
“The first principle of quality is to guarantee the consumer the best product experience possible. In many locations, travel retail represents an entry point, a first point of interaction between our brand and new consumers,” Baubry said.
“In addition to creating high quality products we must raise the quality of service to the consumer by collaborating with the trade, maximising sales forecast accuracy, optimising stock management, and securing the highest quality execution possible in-store.”
Baubry noted that around 50% of travellers do not enter airport stores.
“Penetration is therefore the principal area of opportunity and, given that confectionery has one of the highest conversion levels in the channel, our experience can be put to good use in this area. Exciting activations, clear and colourful displays are levers to improve the consumer’s shopping experience, to increase shopper traffic and to bring additional value to the travel retail environment,” Baubry concluded.
