Mondelez World Travel Retail (WTR) has opened its first shop-in-shop at Amsterdam Schiphol Airport, in partnership with Schiphol Airport Retail and Gebr Heinemann.

According to the group, the new premium experience emphasises Mondelez WTR’s evolved category vision, which aims to build awareness, and deliver unique experiences and memorable moments for travellers.

The 62sq m store showcases a comprehensive selection of confectionery and travel retail favourites. There is a strong focus on personalised gifting options, many of which are unique to Amsterdam.

For example, a Toblerone sleeve printer allows shoppers to personalise their 360g Toblerone bars. Furthermore, different coloured ribbons can be personalised and printed in-store, to add an extra-special touch to purchases.

Showcasing a Sense of Place

Importantly, the new shop-in-shop champions a clear Sense of Place, paying tribute to Amsterdam via a Dutch windmill-shaped gifting station, and a biscuit section designed to look like a Dutch bakery.

Travellers can also buy Amsterdam-themed Milka and Toblerone bars, and take advantage of an exclusive Amsterdam GWP.

Shopper engagement is another priority. An artificial tulip wall provides the ideal backdrop for photo opportunities. The newly launched Toblerone equity design features in-store, alongside a giant game screen. An Oreo game, located within the bakery section, provides further engagement opportunities.

Mondelez International WTR Managing Director Jaya Singh commented: “As pioneers of Sense of Place, it brings me great joy to see how the Mondelez team brings innovation to concepts we have championed for nearly a decade.

“We have continued to enhance what Sense of Place looks and feels like, and this latest project ticks all the boxes with its design elements unique to Amsterdam.

“We are grateful to Gebr Heinemann and Schiphol Airport Retail for supporting our vision of elevating confectionery awareness, and of growing the category by working with us on delivering a unique experience for travellers to remember long after they have returned home.”

Schiphol Airport Retail Managing Director Simon Asmus added: “Today’s traveller is not simply seeking out a product. They are seeking out an experience, something unique and exciting that they can’t get anywhere else. That is where travel retail steps in with a strong advantage.

“We have consumers passing through our duty free on a daily basis in large numbers. Through this powerful partnership with Mondelez and Gebr Heinemann, we hope to deliver an experience that stops travellers in their tracks whilst also ensuring they remember their time in Amsterdam as one that is memorable.”

Gebr Heinemann Director Marketing Jens Peter Peuckert noted: “In order to be constantly innovative, we team up with partners that are equally willing to push boundaries.

“Our productive companionship with Mondelez and Schiphol shows what collaborative efforts can achieve in terms of setting new standards for how activations excite, engage and invite consumers to enter duty free shops.

“With the “shop-in-shop” concept, we underline that we stand for a spectacular assortment and as well as unforgettable experiences.”

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