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."
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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.
With its themed zones, the 256 sq m concept store wants to give passengers a
more interactive shopping experience, beyond just a bargain.
The flagship store - which is the third M&M's outlet at Changi Airport - also
has a wide range of novelties, souvenirs, toys and candy dispensers and travel
accessories that are not available at ordinary retailers.
Here, Sexy Green is pictured on a bench in the 'Holiday' zone. Passengers can
have the opportunity to take pictures with her.
Parent company mars wants to use increased theatrics and entertainment to lure
more shoppers to their shops.
At the 256 sq m shop, shoppers 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.
There are plans to expand the variety of Mars ITR range in the coming months.
Macho Red portraying the 'Travel' theme with his captain hat.
