Hershey's celebrates its first travel retail boutique
Source: ©The Moodie Report
By Mary Jane Pittilla, Brands Editor
Hershey's Fiesta Mall boutique features a huge range of products, including exclusive Pasalubong gift bags
US confectionery giant Hershey’s has opened its first boutique in travel retail, in Duty Free Philippines' Fiesta Mall.
The 30sq m boutique, opened with Duty Free Philippines’ confectionery retailer Eastern Duty Free, features a huge range of products, from travel retail exclusive packs to the Eastern Duty Free-exclusive Pasalubong gift bags.
The Pasalubong bags contain an assortment of Hershey's products designed specially for returning overseas Filipino workers who tend to purchase chocolates and give them as gifts to their family members, friends and neighbours.
Hershey’s has decorated the store to make it consistent with the Hershey branding and look.
New and exclusive merchandise
The store carries new and exclusive, limited-edition merchandise created specially for Hershey’s own store strategy. Hershey’s has devised a range of gift bags that house a mixture of the brand’s best-selling confections. The bags are not sold in any other market.
Hershey’s Global Travel Retail Marketing Manager John San Miguel said: “This dedicated branded presence gives us the room to show our wide range of products to the travelling consumer and we are convinced that following this example is a great path for us in travel retail where possible,” he said.
This represents a landmark moment for the company, which has decided to pioneer its own boutique concept in further locations and will soon unveil details of its second travel retail boutique, he added.
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