Retail Theatre in Confectionery
Confectionery plays a significant role in travel retail, offering a mix of impulse and gifting appeal that can deliver a memorable passenger experience.
According to ARI Global Buying Manager Food, Confectionery & Souvenirs Deirdre O’Carroll, the company utilizes confectionery to create retail theatre and enhance the in-store experience for travellers.
High-visibility promotions really help us to capture attention and drive impulse purchases.
Strategy Overview
- Regional favourites and exclusives shape the confectionery category.
- High-profile partnerships contribute to the category's development.
ARI's approach combines digital engagement, sense of place, and brand partnerships to create shopper excitement.
Author's Summary
ARI's confectionery strategy enhances retail experience through local flavour and partnerships.