News

Kraft's new Toblerone mobile retail concept incorporates digital signage

January 30, 2011

According to The Moodie Report, Kraft Foods World Travel Retail (KFWTR) has announced the launch of a new mobile retail concept that incorporates digital signage for its Toblerone brand.

Completed at the end of 2010, the prototype unit comprises a number of components. The largest of these is a 3.3-meter-long merchandising unit, topped by a giant Toblerone chocolate bar, which features a large digital display screen and an optional model cable car, running from one end to the other.

The unit also incorporates six smaller triangular shelving units, plus a cashier desk and two giant-sized standing Toblerone bars to create maximum retail theater.

The mobile shop has been designed to address several ongoing challenges in the travel retail sector, KFWTR said.

The shop's mobility allows retailers to test it in different airport locations, adapting quickly to changes in passenger flow and leveraging spaces where there is currently no retail presence. The flexible concept – which occupies a floor space of between 20-30sq m depending on layout design – means that it can fit easily into small spaces and provides retailers with a wide choice of different set-ups.

The new concept has already been put into place at the Zürich (Switzerland) Airport. Working in conjunction with The Nuance Group, KFWTR installed the mobile retail unit in the concourse of Airside Center's Level 1 at the beginning of January.