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Asia Pacific / Other Shops / Confectionery
Hershey's adopts TR boutique policy
By Doug Newhouse, 16 July 2010
Hershey's has decided to adopt a policy of opening its own boutiques in travel retail, with the first 30sq m outlet already trading in partnership with Eastern Duty Free at Duty Free Philippines' downtown Fiesta Mall.
This is a significant decision from the US confectionery house, which says it now plans to open Hershey branded concept in further locations and will soon unveil details of its second travel retail boutique.
The new boutique in the Fiesta Mall features a huge range of Hershey's products from travel retail exclusive packs, to the Eastern Duty Free exclusive gift bag/Pasalubong bag.
These Pasalubong bags contain an assortment of Hershey's products designed specifically for returning overseas Filipino workers who tend to purchase chocolates and give them as gifts to their family members, friends and neighbours.
ADDED VALUE FROM EXCLUSIVITY
The company says that the purpose of the store is to sell a new and exclusive, limited edition form of merchandise created especially for Hershey's own-store strategy. The company adds that it has created a range of gift bags that house a mixture of the brand's best-loved confections. These bags are not sold in any other market, so adding to the value proposition.
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."
By Doug Newhouse, 16 July 2010
Hershey's has decided to adopt a policy of opening its own boutiques in travel retail, with the first 30sq m outlet already trading in partnership with Eastern Duty Free at Duty Free Philippines' downtown Fiesta Mall.
This is a significant decision from the US confectionery house, which says it now plans to open Hershey branded concept in further locations and will soon unveil details of its second travel retail boutique.
The new boutique in the Fiesta Mall features a huge range of Hershey's products from travel retail exclusive packs, to the Eastern Duty Free exclusive gift bag/Pasalubong bag.
These Pasalubong bags contain an assortment of Hershey's products designed specifically for returning overseas Filipino workers who tend to purchase chocolates and give them as gifts to their family members, friends and neighbours.
ADDED VALUE FROM EXCLUSIVITY
The company says that the purpose of the store is to sell a new and exclusive, limited edition form of merchandise created especially for Hershey's own-store strategy. The company adds that it has created a range of gift bags that house a mixture of the brand's best-loved confections. These bags are not sold in any other market, so adding to the value proposition.
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."
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