NITR Boosts Product Range and Perfect Store Campaign

NITR boosts product range and Perfect Store campaign

By Hibah Noor on April, 25 2013 | Confectionery & Fine Foods

Copyright DutyFree Magazine. All rights reserved. presenting its Perfect Store initiative and showing attendees how it has delivered incremental category sales growth for partners who have adopted and implemented a Perfect Store framework relevant to their selected retail stores. The NITR presentation will highlight how the initiative targets both the confectionery and non confectionery shopper with the mobilization of shopper insight driven activations centered on four key areas:

store layout between categories; category segmentation; category communication; and cash till point optimization.

NITR says that the activations have continued to deliver strong results, based on a scorecard that measures success by category sales, average transaction value (ATV), spend per head (SPH), confectionery baskets and baskets with two or more categories.

“Perfect Store is a proven activation tool to increase both confectionery and cross category sales whilst delivering strong percentage growth across all the basic business metrics that measure success,” says Alan Brennan, NITR Customer Marketing Manager. “Perfect Store continues to grow as we feed new shopper insight into the three-step process that is, in turn, developing new activations both digital and analogue to engage the traveler more eﬀectively during their shopper journey. This, ultimately, converts more browsers into buyers.”

NITR has a number of category projects currently operating worldwide with more coming on line in 2013. “Retailers are acknowledging the commercial beneﬁts of applying the principles of Perfect Store as they look to overcome the barriers of increasing footfall, conversion and basket size,” says Brennan

Details will be showcased in the Perfect Store virtual reality and in an “ITS NOT RETAIL” visual messaging, both of which will be shown to industry partners on the Nestle stand in Singapore.

Shopper insights have also played an important role in the development of the 2013 new product collection, which has been designed to further entice, engage and convert increasingly demanding shoppers.

This year emphasis is being placed on developing the fast growing snacking and sharing sub-category with more snacking bags, multi-packs and mixed variety oﬀers to meet the needs of travelers of all ages and taste preferences. At the same time, NITR is maintaining the momentum of the new Nestle Swiss Premium collection with revamped designs to reinforce product appetite appeal. All products will be shown in Singapore.

This year the successful travel retail exclusive Nestle Swiss collection, with its trademark bars of solid, chunky chocolate, will expand with the introduction of a wider range of 100g bars, now in four ﬂavors: Milk Chocolate, Milk Chocolate with Hazelnuts, Milk Chocolate with Fruit & Nuts, and Dark Chocolate. Tailored for cash till point and secondary placement sales, the bars are designed for self-treat, value purchase.

NITR is also refreshing and revitalizing the existing Smarties oﬀer in 2013. The Dispensers range sees the introduction of Disney favorites Mickey and Minnie, alongside the existing Cars and Winnie the Pooh items. A new dispensing system delivers portion control while a transparent slide mechanism enhances play value.

Copyright DutyFree Magazine. All rights reserved. To meet growing snacking and sharing demand, NITR is introducing a new 180g Smarties Snacking Bag, containing 10 x 18g portion controlled sachets. Uniqueness and play appeal have been boosted with a randomly colored moving propeller on the front of each bag, within the plane design. Each sachet also includes a special edition Orange ﬂavored Smarties.

The well known Kit Kat global brand, is tailored to informal gifting, as well as snacking and sharing, and NITR is addressing both segments with its new range for 2013. Originally introduced for the UK travel retail market, the Kit Kat Phone Box Tin is now going global. The 414g tin evokes Kit Kat’s UK heritage with images of a British Guardsman carrying the Union ﬂag. The gifting item also contains a slot, making it reusable as a money box.

Kit Kat oﬀers a number of options for snacking and sharing. KIT KAT Chunky Mega & Mix Packs have been revamped to include Britain’s popular Peanut Butter ﬂavor, alongside White and Milk, while a new Mini Mix 200g pillow bag includes Milk, White and Hazelnut versions of Kit Kat Minis. To complement the selection, a new 400g Bucket of Bites is added.

Snacking and sharing is the most dynamic segment within the confectionery category, with double digit growth over the past year, and NITR is addressing increased demand for flavor, value and varied taste offers in different formats and sizes.

Along with the Smarties and Kit Kat options mentioned above, 2013 brings the introduction of three new presentations: Lion Bucket of Bites 400g; Nestle Sharing Mix Pillow Bag 390g, a mix of favorite brands—Kit Kat, Smarties, Rolo, Aero and Lion—and Nestle Adventure Mix 474g, featuring a jungle design and including an assortment of Smarties, Milkbar, Animal Bar and Lion.