M&Ms Hong Kong Airport shop-in-shop takes off
A new M&Ms Hong Kong Airport shop-in-shop concept has been introduced at DFS in Terminal 1.
It is the largest M&M’s shop-in-shop in travel retail globally, the 35 sqm space being designed to offer an entertaining and fun travel experience. A partnership between Mars International Travel Retail (MITR) and the DFS Group, the outlet includes an interactive retail theatre.
Hong Kong’s atmosphere is brought to life inside the store with a replica of a dragon boat on display, along with localised artwork incorporating the brand’s Red and Yellow characters.
There are also items of destination merchandise, with “Hong Kong Travel Collection” packs of Mars, Snickers and Twix along with a Hong Kong-themed M&M’S box featuring the dragon boat.
While the store’s key focus is on M&M’S, products from other core brands are also offered.
A social media-campaign by DFS using Facebook, Instagram and WeChat is alerting travellers to the new shop-in-shop before they reach the airport, with a free gift for the first 500 visitors.
Shoppers are encouraged to take photos inside the store and share them via mobile devices.
MITR regional sales director Christophe Bouye says Asia is one of the company’s fastest-growing regions. MITR plans to continue rolling out the M&M’s shops within airport stores in all regions, and will introduce more exclusive lines especially for travel retail.