New 256sqm M&M’s Store Opens @ Changi Airport

Mars International Travel Retail (ITR), Focus Network Agencies (FNA) and Changi Airport Group (CAG) have opened M&M's flagship store at Changi Airport, Terminal 2.

The colourful new 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 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.

Flagship Store

The new 256sq m flagship store is divided into three themed areas:

Holiday: passengers have the opportunity to take photos with Red and Yellow M&M characters against backgrounds featuring Singapore’s famous skyline and landmarks.

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.

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.

Peter West, Regional President, Mars said, “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.”

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