Mars International Travel Retail (ITR), Focus Network Agencies (FNA) and Changi Airport Group (CAG) today celebrated their successful partnership at the official opening of the new M&M's flagship store at Changi Airport, Terminal 2. The new fun and colourful shopping experience for chocolate lovers is, to date, the largest concept store opening for Mars ITR in the duty free channel and the largest dedicated M&M's store in Asia.

The new 256sq m flagship shop at Changi T2 sees Mars expand the presence of M&M's - the world’s number one confectionery brand - in a standalone format and increases the confectionery giant’s presence at Changi Airport. October 2011 saw the first opening of a 40sq m M&M's concept store at Terminal 1, with an additional 85 sq m store added in Terminal 3 in January this year. The stores offer a wide range of novelties, souvenirs, toys, candy dispensers and travel accessories, plus the regular Mars ITR range, with plans to extend the variety over the coming months.

These stores have fast become the favourite destination for M&M's lovers in the region and showcase Mars ITR’s engaging strategy to promote their leading global brands through extensive knowledge and market insights, whilst providing innovation through new promotions & concepts.

Flagship Store
The new 256sq m flagship store opened to passengers on June 18 at Changi Terminal 2 and has experienced considerable success. Entertainment in-store is a key driver in the confectionery category and Mars ITR firmly believe that this flagship store, the first in Asia, has driven the experience to a new level, using theatre and interaction to engage with targeted impulse buyers.

M&M's are the global number 1 confectionery brand, launched in 1941 in the United States. In 1980 the brand was launched worldwide, selling in over 100 countries. The characters are loved and well-known everywhere and they all have their own personality. Macho Red, Clumsy Yellow, Sexy Green, Confident Blue and Neurotic Orange – they are fun and unlock a smile in everyone. Against a fresh yellow format design, this fun aspect of using the M&M's characters promotes the strength of the brand to drive sales and engage consumers of all ages.

The store is divided into three themed areas:

1. ‘Holiday’ – passengers have the opportunity to take photos with Red and Yellow M&M characters against backgrounds featuring Singapore’s famous skyline and landmarks.
2. ‘Travel’ – using an exciting 3D luggage conveyor belt (for product display) Miss Green stewardess and Red captain M&M characters feature in a mini airport setting.
3. ‘At Home’ – the store space is designed along the theme of home comforts with Blue character M&M seated on a sofa for passengers to be photographed alongside.

The store also features an interactive games station where passengers are given the opportunity to play an M&M's game where Red is rescuing his fellow characters.

Consumer Insights
Understanding that creating a strong impact to meet the impulse shoppers’ needs delivers outstanding results has led to the development of this concept by Mars ITR in partnership with FNA and Changi Airport Group (CAG).

Peter West, Regional President, Mars commented: “It’s well known that passengers are looking for inspiration and ‘price’ is no longer the main driver of sales in the confectionery category, plus it’s an established fact that for those passengers who choose to shop in airports, 70% reveal it’s the main source of ‘entertainment’ on this part of the journey.

“Impulse is the key driver in this category and therefore we must engage with passengers to emotionally drive purchasing habits by providing a fantastic shopping experience. Our key brands such as M&M’s are best suited to achieving this kind of engagement, due to the opportunities to deliver a fun experience, and the results so far are extremely positive.”

Along with Peter West, Regional President, Mars, those in attendance at today’s official opening included Mr Loo, CEO FNA Group International and Ms Ivy Wong, Senior Vice President, Airside Concessions Division, CAG. Also joining in with celebrations were members of the press, from both DF&TR and local news, and the key employees behind the store development from Mars ITR, FNA and CAG.

Working in Partnership
The strong turnout of the teams from Mars ITR, FNA and CAG at today’s opening, who have worked in successful partnership to deliver the store concept, highlights the dedication to the inspiring and innovative partnerships between supplier, retailer and airport authority.

Peter West explained: “Both Focus and Changi Airport have been fantastic partners for us through our shared ambitions in exploring new ways of developing the confectionery category to drive sales and footfall. Providing relevant theatre and experience in such a fresh and exciting way has resulted in happy, satisfied shoppers and I believe we’re showing our understanding of impulse shopping behaviour through what we’re achieving here at Changi.”

Mr Loo, Group CEO, Focus Network Agencies (FNA) also commented: “The official opening of this M&M's concept store fulfills our ambitions in excellence, creativity and innovation. Through this kind of “strength-in-partnership” we have delivered an engaging and dynamic experience to the many chocolate lovers who pass through Changi and we look forward to welcoming many more in the years to come.”