Chocolate Sales & Supplies to create new "chocolate haven"

Gavin Lipsith

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The Malaysian retailer has revealed ambitious plans for its new store opening early next year at Kuala Lumpur International airport

Malaysian confectionery retail Chocolate Sales and Supplies is planning to open an ambitious new store at Kuala Lumpur International airport's satellite terminal in February next year. The existing 2,000sq ft outlet will be relocated to a better site and expanded by 600sq ft, allowing the company to implement some creative new merchandising initiatives.

Among the new developments will be an area where passengers can relax while waiting for their flights. Group marketing manager Shereen Lau told DFNI Asia that she expected the new site would boost sales considerably and that the company had almost finalised allocating space to principal brands.

Lau said: "We intend to build a very modern and innovative store that we hope will be the most fabulous chocolate haven in the world. The brands that are performing well in our store now have been offered the best space at the new store – so Lindt, Kraft, Ferrero and Masterfoods will all have good locations."

Sales at the existing store are on an upward trend, said Lau, with a series of promotions held during the soccer World Cup in June and July resulting in a 35% sales increase for the period. The store was decorated with a soccer theme and customers were given a free football when they bought Ferrero Rocher or Kinder products. Another long-running promotion offering the chance to win 100 mobile phones has also boosted sales.

"July to September are traditionally very busy months here as we get a lot of traffic from the Middle East," said Lau. "They buy a lot of Lindt and Cadbury's, and they also like the local chocolate."

The company has also been promoting Paton's heavily for the past year, with a prominent display at the front of the store and several promotions on the Australian supplier's products. Most recently it ran a "buy three get one free" offer on Paton's Macadamia Royals in July.

Paton's international business manager Chris Gray said that the results of the long promotional campaign were evident in its sales at the location. "We are delighted with the support we have received from Chocolate Sales & Supplies, and proud of our strong partnership with them," he added.