The Trinity Forum: Jaya Singh
Jaya Singh – ‘Travel Retail Made Right’
In 2021, Mondelez World Travel Retail (WTR) announced a sustainability roadmap to advance progress in its practices and partnerships around people and planet in travel retail, under the title ‘Travel Retail Made Right’. At Trinity 2023, Managing Director Jaya Singh outlined the pillars upon which the programme is built: Product and Packaging, Ethical Promotions, People and Industry Leading Actions.
Mondelez WTR (The Trinity Forum’s Sustainability Partner) hopes to inspire the wider industry to action, Singh said.
Singh said: “I want to build on what Mondelez WTR coined ‘Travel Retail Made Right’ and why this mantra is relevant to every person in our industry. We need to come together on one key platform: data and insights. Only then can we transform all our wonderful ideas into reality.
Jaya Singh: Let us lean on differentiation, exclusivity, personalisation and innovation
“As Mondelez WTR, we aim to drive growth by increasing the number of shoppers, the amount of their spend and the frequency of their purchases. We are committed to increasing conversion through a winning portfolio to ensure we address the balance of ever changing need states, elevating awareness and delivering unique experiences.
“Inflation has resulted in cost pressures which is why we need to create new ways to drive penetration and conversion. We need to deliver added value to our winning portfolio to combat these challenges through differentiation, exclusivity, personalisation and innovation.”
Singh added: “By 2030, Gen Z and Gen Y will make up 50% of the travelling population and as the channel welcomes this new generation we need to consider how this will impact changes in buying behaviour. Sustainability is one of the key pillars. We are not alone on this journey everyone in the industry is moving forward to create a more sustainable world.”
The brand owner’s latest big initiative is a consumer-facing sustainability survey launched over the summer to assess the impact sustainable messaging has on consumer purchasing decisions, starting with the confectionery category.
Mondelez WTR gauged consumer interest in sustainable activations, promotions, products and packaging. By employing a series of visual inquiries where consumers compare and choose between products or activations, with and without sustainability attributes, Mondelez WTR pinpointed factors attracting or deterring interest in eco-friendly initiatives.
Singh added: “Although all activations were appealing, sustainable activations drove more positive, stronger perceptions. Brands can’t completely rely on sustainability to make a campaign successful. Shoppers are more likely to engage with sustainability activations when there is a physical element involved.
“Sustainability demands that we challenge conventional models and structures in travel retail”
Mondelez WTR Managing Director Jaya Singh
“Sustainable activations also seem to resonate more highly with developing markets, In short, when we promote a product it will sell, when we add a sustainable element it should sell even better.”
Through these insights, Mondelez WTR aims to cultivate a deeper understanding of the activation features which resonate with consumers, integrating this feedback into future endeavours to enhance the success of sustainability projects.
Concluding, Singh said: “Sustainability demands that we challenge conventional models and structures in travel retail. We have to appreciate the game is different and we need to work together to create the playing field that enables all players in the industry to contribute to sustainability.”
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The Moodie Davitt eZine
Issue 329 | 22 November 2023
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