Travel Retail and Duty Free Business Intelligence    Friday 19 September 2014

CONFECTIONERY AND FINE FOODS

Muscat Duty Free sales go sky-high with Nestlé – 29/01/07

Published: 29/01/07

Source: ©The Moodie Report

By Mary Jane Pittilla

The promotion was offered on the full range of Kit Kat products in-store, as well as at this branded unit

SWITZERLAND/OMAN. Sales of Kit Kat confectionery at Muscat Duty Free saw increases of +176% for the first two weeks of a month-long Scratch and Win promotion.

Passengers spending a minimum of US$10 on the Kit Kat range qualified for a Scratch and Win card. Top prize was a mobile phone, while other secondary products were offered.

Daily sales increases on the Kit Kat brand peaked on 20 December at +300% versus the same day in 2005.

“NITR is delighted with the success of this promotion,” enthused Alan Brennan, NITR's Regional Business Manager Middle East, Africa and part Asia. “The promotion generated significant sales growth for the Kit Kat brand, driving category growth, and increasing average transaction spend.

"It attracted additional traffic into the confectionery area, and the support from Muscat Duty Free staff and management towards the promotion in-store was brilliant and was a contributing factor to the success achieved.‘”

Daily sales increases on the Kit Kat brand peaked on 20 December, at +300% versus the same day in 2005

Muscat Duty Free General Manager Stephen O’Connor added: “The promotion was organised and run efficiently with a true sense of excitement for the customer by the instantaneous reward scratch card system and obviously we are delighted with the results.

"It is a simple idea, but offers great visibility for one of the world’s leading confectionery brands whilst offering passengers the fun of a chance to win a prize. It generated real interest and undoubtedly enhanced the overall shopping experience at Muscat Duty Free.”

The promotion, which ran from 12 December to 11 January, was offered on the full range of Kit Kat products in-store as well as at a branded promotional unit which was given a high visibility and footfall location.

For details, contact Alan Brennan, Nestlé International Travel Retail, tel: +971 4 408 8170, fax: +971 4 341 0163, e-mail alan.brennan@ae.nestle.com

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