LS travel retail has opened its So Chocolate  confectionery store – an in-house retail concept – at Changi Airport’s Terminal 2, in Singapore, the largest of four new stores, awarded to the company as a confectionery master concessionaire. The company has also told TRBusiness to expect more So Chocolate stores in the US and Europe soon.

 

The new T2 store, located centrally in the departures/ transit hall, almost in front of the immigration departure gate, first opened for trading on 22nd April 2015.

 

Emmanuel de Place, COO Lagardère Services Travel Retail Asia Pacific, told TRBusiness that even at this early stage of trading, the new shops are performing well.

 

“They started trading two weeks ago at the main store. One of the gate shops opened a week before and is performing really well. They are very innovative concepts and there’s been very strong support from the brands. There is still some fine-tuning to do, which is normal after a only a few days of operating, but so far so good…very successful.”

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De Place told TRBusiness yesterday that the company plans to open some So Chocolate stores in the US, where it has won various tenders, as well as in Europe. “There will some in Europe for sure as soon as there is an opportunity,” he added.

 

“The truth is that Changi airport is quite special for confectionery because it’s excluded from the main duty free concessions. I think it provides a really great chance for confectionery, because when you give it the space, the focus and when you invest in these type of concepts, you see the growth and the results are amazing.”

 

The new So Chocolate stores feature the signature yellow/gold and chocolate coloured banners, ‘clear and attractive displays’ and promotional messages from the largest list of brands in a single airport store, claims LS Travel Retail.

 

Brands include: Godiva, Fauchon, Venchi; an exciting range of world favourites such as Kraft, Cadbury, Toblerone and also a section dedicated for destination/souvenir chocolates.

 

“The store also features a newly upgraded shopping experience built with the well-presented retail precincts that allow travellers to shop with ease,” says LS Travel Retail Singapore.

 

“Worlds’ Favourites is dedicated to travellers looking for famous international brands. Destination Products – Taste of Singapore is dedicated to travellers looking for iconic local products. Kids is dedicated to children and adult travellers looking for specific children’s confectionery. Finally, premium is dedicated to travellers looking for premium quality products.”

 

LS Travel Retail says that So Chocolate has increased the list of products and the level of engagement throughout the new stores. “Greater service and promotional touch points have been included in an easy to approach and shop store.”

 

The company has introduced a ‘So Chocolate Selfie corner’ which allows customer to take a customisable selfie, share it with friends through social media or print in store to be used as a gift card or postcard.

 

Another store highlight is the So Chocolate Connoisseur Club, “a complete customisable promotional focal point reserved for exclusive global launches and events by brands which is a highly interactive flexible area,” says LSTR.

 

“The connoisseur club launches with Magnum as a first in airport chocolate ice cream interactive arcade shopper gaming stand.”

 

Customers get three tokens at the machine with every single Magnum ice cream purchase. Customers then stand a chance to win customised Magnum merchandise and shopping vouchers. LS travel retail is the first to bring the chocolate ice cream into a confectionery concept store, it claims.

 

Lee Charn Cheng, General Manager, LS travel retail Singapore, says of the new stores: “We are delighted to continue to infuse new interactive innovations and operate LS’s confectionery concept in Singapore and the region.

 

“I firmly believe that So Chocolate is a truly innovative store that will consistently and continuously deliver a confectionery experience which is truly exciting, engaging, satisfying and memorable for the shoppers and commercially effective for our partners and ourselves.”