Hershey World Travel Retail (WTR) will share its latest confectionery insights with partners at the upcoming IAADFS Duty Free Show of the Americas. It will also present its travel retail-exclusive World Traveler Collection.
Based on findings by Counter Intelligence Retail (CiR), Hershey will show that confectionery in American airport stores is more successful at attracting visitors to the store than in other regions around the world. In American airports 28% of travellers visit the confectionery category compared to a global average of 22%.
The latest study by CiR, based on interviews with almost 8,000 confectionery shoppers in 15 airport locations globally, also revealed that American stores “have room to improve” at converting visitors to shoppers. 9% of visitors go on to purchase confectionery, a conversion rate of 31% compared to 42% recorded globally.
Other insights include the opportunity for maximising unplanned purchases. According to the study, 58% of confectionery buyers make an unplanned purchase and one in five shoppers pick up confectionery items from a secondary display situated outside the core confectionery zone.
Hershey will also share further details on its category vision and strategy based on its strategic pillars of ‘ease of shop’, ‘maximise impulse’, ‘unlock occasions’ and ‘captivate shoppers’.
Hershey WTR General Manager Steve Bentz said: “Hershey remains committed to growing the category in the duty free and travel retail channel, and will continue to invest in valuable insights to share with our partners.”
Hershey WTR said it used traveller insights to develop the World Traveler Collection, which comprises three travel-exclusive gift boxes.
The World Traveler Collection, aimed at the gifting sector, features Reese’s Peanut Butter Cup Miniatures (460g); Hershey’s Miniatures (495g) and Hershey’s Kisses Chocolates (508g).
Bentz said: “Global travellers are looking for unique gifting solutions, and our new World Traveler Collection has great appeal for families and friends. In addition, consumers like the attractive design that combines a purposeful travel thematic and exclusive product assortment, along with convenient packaging for travellers.”
