Sense of Place
A clear Sense of Place will continue to be key to converting passengers to shoppers in travel retail. Nestlé International Travel Retail (NITR) says that food can “most definitely champion this best by combining local specialities with in-store theatre to create authentic experiences to tap into this core shopper purchase driver”. Retailers and airports are actively seeking to showcase the best of locally produced goods, unique to their location – a powerful motivator to purchase.
This can also play on and enhance the sustainability credentials of airports and retailers. For this reason, airports are open to collaborations that can simultaneously support Sense of Place and sustainability objectives. “There is nothing more local than food,” notes the company. It is central to delivering Sense of Place and enabling the shopper to recreate holiday memories. NITR General Manager Stewart Dryburgh says: “We continue to focus on delivering a keen Sense of Place not only through our products but increasingly through our in-store activations both permanent and promotional. Working with key retail partners, we are developing exciting new merchandising concepts that are tailored to each location.
“In addition, our Food #1 store design not only embraces Sense of Place but it is the hero of the store as first in flow.”
Cailler delivered Sense of Place by offering Swiss chocolates blended with local ingredients
Creating Sense of Place
In 2022, NITR launched Quality Street Arabian Delights, the limited-edition KitKat Arabic Coffee expression, and the Qatar Duty Free-exclusive KitKat Dark Chocolate and Classic expressions to create Sense of Place in product, packaging and promotion at key Middle Eastern Airports.
Quality Street Arabian Delights infused classic milk chocolate with a myriad of Arabian flavours including Baklawa Pistachio, Rose Pistachio, Qamar El Din and Mohalabiya.
(Left to right) Quality Streets Arabian Delights and the Cadbury Dairy Milk Dubai edition celebrate Middle Eastern flavours; KitKat Arabic Coffee has been infused with Gahwa coffee, a local Middle Eastern roast; while KitKat Chunky was promoted in Cannes with a destination-specific KitKat Bus
NITR took over a digital screen in Qatar Duty Free to promote the Doha-exclusive KitKat Dark Chocolate and Classic expressions, which feature a camel motif on the packaging. The expressions were also promoted via engaging programmatic digital advertising.
Spotlight Series – September 2023