With a mission to drive the confectionery business in global travel retail, Perfetti Van Melle has introduced the PVM Winning Store Model – a new award to reward its best-in-class retail partners. Designed to create relevance for both retailers and shoppers, this innovative new concept has been created to acknowledge those retail partners, who have embraced the potential of non-chocolate confectionery and moved towards the perfect in-store environment for PVM’s key brands. PVM can now reveal that the winning store for 2019 is Antalya.
On November 28th, Eric Vermetten, PVM’s Area Sales Manager, presented the Winning Store Model 2019 award to the local confectionery team of Urart in Antalya Airport with the presence of Dufry.
Vermetten commented: “The Urart team are extremely dedicated and have the right retailer attitude, as well as good control of the supply chain and a trusted partnership with Dufry. For Perfetti Van Melle, Urart is the biggest single airport operation and it has created the perfect shopping environment for our confectionery buyers.`’
There were a number of reasons why the Antalya store received the 2019 award, crucially including its strong focus on PVM’s must-have assortment, along with fantastic visibility, strong promotions and excellent use of a Brand Ambassador.
Vermetten says: “We know that visibility is key for confectionery sales. This year Urart really went out of their way to create prominence for PVM brands such as our JumboRolls and our BackPack Slimwheel display. By introducing improved impulse buy furniture, we saw great results for our Gum sales, while we were impressed by their cross-category approach of having a Gum display in the tobacco area. This shows a very open-minded, forward thinking approach. “
Equally effective was the 2019 Sugar Festival, which gave excellent visibility to PVM brands, while the presence of Brand Ambassadors played a significant role in promoting the PVM range, including Chupa Chups and Mentos. “We believed that adding a second BA for a longer period of time would be essential for continuation of our y-o-y growth, and it seems we made the right choice” adds Vermetten.
The team was delighted to receive this new award. “We are very glad to be awarded as Winning Store,” comments Yeliz Sir, Urart’s Category Unit Manager — Purchasing Confectionery, Fashion & Luxury hardgoods. “This success is totally a result of great team-work!”
“We want to thank the whole Urart Confectionery team for their dedicated partnership, willingness to think out of the box, their trust and creativity. Thanks to them, we have achieved another year of good growth (+13%). We are looking forward to an even more exciting 2020 with our partners in Antalya,” says Dennis van der Wulp, Travel Retail Director PVM.
