Max Heinemann: “With our concept, we aim to redefine the way confectionery is represented by creating a truly fun and engaging retail environment”

HONG KONG. In big breaking news, Heinemann has been awarded the new confectionery concession at Hong Kong International Airport following a highly competitive open tender, The Moodie Davitt Report can reveal.

In related news, Travelex  and Spanish company Global Exchange have each won a money exchange concession (see below).

As reported, Airport Authority Hong Kong (AAHK) opted for the first time to split the confectionery business out as a stand-alone contract. In past years the category formed part of the airside general merchandise concession.

The three-year contract covers eight airside units in Terminal 1, ranging in size from 57sq m to 186sq m (see table). The start dates vary by unit, beginning later this year and running into the first quarter of 2018.

Airport Authority Hong Kong sought a winning proposal that engendered qualities of fun and compelling design into the confectionery offer, allied to a wide range of consumer engagement activities. Heinemann delivered exactly that, The Moodie Davitt Report understands.

The family-held German travel retailer offered a distinctive theme for each of the eight units. The stores will all feature diverse customer engagement initiatives, including 3D projection shows, 3D chocolate printing, dedicated kids areas and play facilities. The focus on fun and engagement proved a compelling offer to the airport authority.

Colour, consumer engagement and compelling design: As these stunning images from its winning bid show, Heinemann aims to bring the confectionery category to life at Hong Kong International Airport; Pictured are renderings of the retailer’s exhilarating main East Hall (top two pictures) and West Hall (bottom two) proposals, featuring a carnival, a waterpark, a galaxy and a space-station and rocket. Note the hi-tech approach, immersive consumer experience and use of Virtual Reality.

Heinemann Asia Pacific CEO Max Heinemann said: “We are truly happy to have been awarded the confectionery concession at Hong Kong International Airport. Being successful in this highly competitive tender at one of the top airports in the world represents another important step for our expansion in Asia Pacific.

“We would like to thank Airport Authority for the opportunity to run the confectionery category exclusively and look forward to a long-term partnership. With our concept, we aim to redefine the way confectionery is represented by creating a truly fun and engaging retail environment.”

Hitting the sweet spots: How the eight units break down by location

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LaunchPads and rocket launches lead to airport shopping take-off
Confectionery is so often sold short in the airports of the world. Frankly it’s frequently boring, template-driven, the result of sound disciplines of category management being taken too far at the expense of retailer flair, gut-feel, risk and vision.
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Dual operator model chosen for money exchange concessions

In related news, Travelex (the incumbent) and Spanish company Global Exchange have each won a concession for the money exchange business. Travelex will operate nine units and Global Exchange ten.

The dual awards, which cover a variety of airside and landside locations in T1 and T2, reflect Airport Authority Hong Kong’s desire to maximise consumer choice.

The new five-year contracts will kick off in January and February 2017.

Travelex Managing Director – Asia Cameron Hume said: “Travelex is honoured to be awarded Licence B for the Money Exchange concession at the HKIA for the next five years. Next year marks the 20th anniversary of our operations at HKIA – this milestone reinforces our strategic partnership built on shared values of trust, excellence and customer service.

“Presence in trans-Continental hubs continues to be an important part of our retail strategy. As one of the world’s leading airports, Hong Kong represents a significant component of our business and is instrumental to our long-term profitable growth.”

Global Exchange Group President and CEO Isidoro J. Alanís said: “It is a great satisfaction for all of us at the Global Exchange Group, to have been awarded licence A for the Money Exchange concession at HKIA, the third-busiest airport worldwide in terms of international passengers. This new partnership strengthens Global Exchange’s growth in the Asia Pacific region and represents a clear move towards excellence in customer service, which has always been essential in our corporate philosophy.”

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