Mars praises ‘customer-centric’ The Cocoa Trees store at Changi T4

Mars International Travel Retail (MITR) has hailed the new flagship Cocoa Trees store at Singapore Changi Airport Terminal 4 as exemplifying its category vision.

MITR said it worked closely with The Cocoa Trees’ store operator Focus Network Agencies (FNA) from the initial design phase to develop the store concept with customer centricity in mind.

The Cocoa Trees’ stunning double-height store incorporates a carnival theme

“The result is in line with our store principles and category vision and is a perfect example of what we believe is the way forward for confectionery – and which we will be discussing with our customers at TFWA Asia Pacific this year,” noted MITR Category Director Raghav Rekhi.

“The way forward for confectionery”: The bright yellow M&M’s section at the front of the store aims to attract customers in

The Cocoa Trees 433sq m store features MITR ‘blockbuster’ brands at the entrance area with the focus on M&M’s. The yellow shop-in-shop area clearly signposts the confectionery category.

M&M’s characters Red and Yellow feature alongside local visual touches such as links to the Marina Bay Sands hotel and an ‘I Love Singapore’ slogan across the exterior. An additional M&M’s gondola includes the ability to use digital content while photo opportunities with Red and Yellow add further theatre and excitement.

Further into the store, a Snickers Spinner corner features Snickers, Maltesers and Galaxy products.

“All our branding is in line with the store’s light and airy ‘sky, clouds and balloons’ theme and fits perfectly with the theatre and experience that T4 aims to bring to travellers,” continued Rekhi.

Products available at the store will include MITR’s sharing packs. These are joined by three new variants which are rolling out now in APAC and will be presented on the MITR stand in Singapore. Mars, Twix and Snickers Bites sit alongside the existing range of stand-up pouches including M&M’s, Maltesers and Skittles.

Fun of the fair: The Snickers Spinner adds theatre to The Cocoa Trees store

Rekhi concluded: “The new Changi store is a perfect example of how confectionery can better meet the needs of travellers. It reflects MITR’s vision through delivering across all segments and need-states; concentrating on best-selling, global brands across chocolate, gum and mints, and fruity confections; providing an easy-to-navigate store; and introducing theatre and excitement through activations and promotions that drive category conversion.

“We very much hope that anyone travelling through Terminal 4 during the show week will have the chance to visit The Cocoa Trees.”

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