Mars Wrigley ITR and ARI debut transaction zone areas at Dublin Airport

By Faye Bartle |

MWITR at Dublin Airport

MWITR and ARI executives at the ribbon cutting on 24 January. (Scroll to end for L-R caption).

Mars Wrigley International Travel Retail (MWITR) and Aer Rianta International (ARI) have teamed up to launch the ‘first transaction zone partnership in travel retail’, at Dublin Airport.

The installations opened at the Ireland airport’s terminals 1 and 2 on 24 January.

There, travellers can find the new queue-system and manned transaction zones, including an optimised cross-category portfolio designed to ‘better fulfil travellers’ needs’.

“I am thrilled that in close collaboration with our long-term partners at ARI we are bringing our first transaction zones of such scale in travel retail to life at Dublin Airport,” said Marcus Hudson, Sales Director, MWITR.

“Unlocking the potential of the transaction zone will enable us to further grow the confectionery category within our channel and inspire more moments of happiness for travellers globally.”

As the confectionery giant underscored during the 2023 TFWA World Exhibition in October, the transaction zone is a key focus area for MWITR to drive incremental purchases at the checkout.

They strategy is to target travellers seeking ‘rewarding and recharging moments of self-consumption’, with a well-executed offering.

MWITR at Dublin Airport

The transaction zone installation by MWITR and ARI is hailed the first such partnership in travel retail.

“We are delighted to unveil these innovative transaction zones at our stores in Dublin Airport. We believe that convenient and accessible touchpoints such as these can elevate the travel experience for our customers,” commented Paul Hunnisett, ARI Global Head of Liquor, Tobacco, Confectionery, and Souvenirs.

“Working with our close partners at MWITR on this project has been an enjoyable and rewarding initiative. We eagerly anticipate the positive response from our customers in Dublin, with implementation of new transactional zones in our stores in Larnaca, Cyprus, as well.”

Bringing the right offer to relevant touchpoints

Purchases made within the transaction zone are often highly impulse-driven and for immediate self-consumption, stresses MWITR.

Meeting the needs of travellers at the stage of their journey requires a tailored approach, including new innovations.

From MWITR, these include Hubba Bubba and new formats of Extra within the gum category, along with the addition of healthier snacks from Be-Kind.

MWITR at Dublin Airport

Paul Hunnisett, ARI Global Head of Liquor, Tobacco, Confectionery, and Souvenirs and Marcus Hudson, Sales Director MWITR.

The launch at Dublin Airport is the first of ‘many’ transaction zone areas being rolled out by MWITR globally in the channel this year.

“Our goal is that by the end of 2024 we will have many such bold transaction zones implementations, as well as a more consistent and effective transaction zone strategy in place in every airport,” summarised Hudson.

“Working closely with our retail partners across the globe, we believe that with our transaction zones, MWITR can turn the traditional point-of-sale/cash till area into a significant revenue generator for travel retailers, supporting a category conversion growth of over 20% in the next years.”

MAIN IMAGE L-R: Rachel Cartwright, ARI Buyer Confectionery and Souvenirs, Ireland; Gary Jackson, ARI Global Range Planning Manager; Deirdre O’Carroll, ARI Global Buying Manager, Confectionery and Souvenirs; Paul Hunnisett, ARI Global Head of Liquor, Tobacco, Confectionery and Souvenirs; Mounia Ambari-Maskitou, MWITR Customer Activation Manager; Anouk Aansorgh, MWITR Head of Category & Customer Marketing; Marcus Hudson, MWITR Sales Director; and Ali Assouik, MWITR Customer Development Leade.

READ MORE: Mars ITR spotlights transaction zone at TFWA Cannes in category growth bid

READ MORE: Mars ITR on Cannes mission to ‘confront and inspire shoppers to spend’

READ MORE: Mars ITR gets ready to maximise category potential at Singapore show


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