SINGAPORE - Confectionery brand M&M's wants to lure those with a soft spot for chocolate to its new megastore at Changi Airport Terminal 2 by providing in-store entertainment.
The biggest M&M's store officially opened at Changi Airport last week, completing the brand's portfolio of travel retail outlets here in Singapore. In October 2011, it had opened its first concept store at Terminal 1, and subsequently the second at Terminal 3 in January this year.
Located within Terminal 2's departure transit lounge, the store is brightly lit, colourful and full of M&M's merchandise.
As you enter, you will be greeted by one of M&M's friendly roving mascots - Macho Red, Clumsy Yellow, Sexy Green, Confident Blue or Neurotic Orange.
Other than showing you to the wide variety of sweet temptations, the M&M's mascots are also available for shoppers to take photographs with at any of the three themed sections. The store is divided into 'Holiday', 'Travel' and 'At Home' themes, featuring Singapore's famous landmarks, a mini airport setting and a comfy sofa setting respectively.
A spokesperson of parent company Mars, Ms Lieke Duijmelings, told AsiaOne that Changi Airport is part of its strategy to increase M&M's brand awareness here in Asia. "Changi is an innovative airport with a lot of passenger traffic so we wanted to make sure we have a presence here."
In addition, the company is also wants to target the impulses of travellers by providing them with a fun and interactive shopping experience at their concept stores.
"Travel retail is an exciting place. (And) since people have time and statistics have shown that 60 per cent of passengers enjoy shopping at airports, we want to add more value to that experience other than just offer a bargain," added Ms Duijmelings.
Ms Duijmelings also revealed that since operations began on June 18, the results of M&M's concept store experience has been "extremely positive". Retails sales has gone up by about 20 per cent, she told AsiaOne.
While the initial results are good, Ms Duijmelings believes there is still room for improvement such as increasing promotions to drive human traffic to the store, which is located on level three of the transit lounge. Ms Duijmelings said it is working with Changi Airport Group to put up more signage to inform passengers of its store location.
But when shoppers do find their way to the 256 sq m shop, they will be spoiled for choice as the store has a wide variety of M&Ms goodies, from the chocolate itself to souvenirs, toys, candy dispensers, and even travel accessories such as beach towels, exclusive only to the travel retail sector.
AsiaOne was told that the store also stocks both of M&M's European and American range, as well as Mars International Travel Retail range - including Skittles, Starburst and Mars - with plans to expand the variety in the coming months.
There is also an interactive games station where passengers are given the opportunity to play with an M&M's game where Macho Red is rescuing his fellow characters.
To celebrate its opening, M&M's is offering $5 every minimum purchase of $20. Valid until Oct 31, 2012.