On January 24, Mars Wrigley International Travel Retail (MWITR) and ARI officially launched the first transaction zone partnership within travel retail, cutting the ribbon on installations in Dublin. At Dublin Airport’s terminals 1 and 2, travelers can find the new queue-system, and manned transaction zones, including an optimized cross category portfolio to better fulfil the traveler’s needs.
As shared during TFWA World Exhibition in October this year, the transaction zone area is one of the key focus areas for MWITR. Around 500 million travelers buy products in travel retail every year; this creates 500 million opportunities, while checking-out, to drive incremental purchases. Many of these travelers are looking for rewarding and recharging moments of self-consumption to help them on their journey, and the opportunity for the confectionery category, as well as others, when well executed, is clear.