SINGAPORE. LS travel retail has opened its latest multi-brand confectionery concept So Chocolate at Singapore Changi Airport T2. Described as an “evolution” of its approach to confectionery retailing, the 190sq m unit is the largest of four So Chocolate stores at Changi. It is located centrally in the Departures/Transit Hall, almost in front of the immigration gate.
The concept features the So Chocolate signature yellow, gold and chocolate coloured livery and banner, fresh displays and promotional messages across a wide list of brands.
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The 190sq m store is the largest So Chocolate unit at Changi |
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There are four “˜universes’ to meet the needs of different customer segments:
World’s Favourites features leading international brands;
Destination Products -Taste of Singapore is dedicated to travellers looking for local goods;
Kids is dedicated to children and adult travellers looking for children’s confectionery
Premium is dedicated to travellers looking for premium quality products, featuring brands such as Godiva, Fauchon, Venchi and others.
To improve the experience of shopping in the store, the retailer has increased the list of products and the level of engagement through the store. Greater service and promotional touch points have been included.
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The World’s Favourites zone houses leading international brands |
Travellers can use the So Chocolate Selfie corner to take a customisable “˜selfie’ and can share it with friends through social media or printing it in store. It can be used as a gift card or postcard or incorporated with the So Chocolate gift wrapping service at the checkout counter.
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Taste of Singapore offers local products such as pineapple tarts, Kaya spread (coconut jam) and Merlion chocolates in a range of flavours |
A highlight of the store is the So Chocolate Connoisseur Club, a customisable promotional area reserved for exclusive global launches and events by brands. The Connoisseur Club launches with Magnum, which brings an ice cream interactive gaming stand to an airport for the first time.
To play, customers get three tokens at the machine with any Magnum ice cream purchase and can win customised Magnum merchandise and shopping vouchers. LS travel retail is the first travel retailer to bring chocolate ice cream into a confectionery concept store.
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The Premium zone offers items such as Venchi “˜pick and mix’ and Godiva |
LS travel retail Singapore General Manager Lee Charn Cheng said: “So Chocolate is a truly innovative store that will consistently and continuously deliver a confectionery experience which is exciting, engaging, satisfying and memorable for the shoppers and commercially effective for our partners and ourselves.”
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The Selfie Station and Magnum gaming area are among the innovations | |
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