Muscat scratch card promotion pays dividends

Michael Eaton

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Promotion generates three-digit growth in Kit Kat sales at Muscat Duty Free

Muscat Duty Free recorded a 176% rise in sales of Kit Kat year on year in the first two weeks of a scratch card promotion with Nestlé International Travel Retail (NITR). On December 20 sales peaked at more than 300% up on the figure for 2005.

NITR regional business manager Middle East, Africa and Asia Alan Brennan said that the company had gained crucial data on the scratch cards, including answers to three questions that were subsequently logged by hostesses when passengers presented the cards for gift prizes.

“Having asked passengers for their nationality, sex and destination, NITR identified Indians as the main nationality for targeting. With Gulf Air flights to India now redirected via Muscat following the airline’s withdrawal from Abu Dhabi, the operator and NITR were confident that a similar promotion would be effective in Oman.

“We used scratch cards as a means of gaining passenger information for the first time in Dubai last year,” explained Brennan. “It is proving valuable and although it is simplistic we are trying to be innovative. Kit Kat is our key brand-driver in this region and the sales results with Muscat have been remarkable in percentage terms.”

According to Brennan, the passenger offer, with a mobile phone as the main prize and all purchases above $10 qualifying for a gift, attracted additional traffic into the confectionery area. “The support from Muscat Duty Free staff and management towards the promotion in-store was brilliant and contributed to the success achieved.”

A special Kit Kat promotional unit supplied for the duration of the promotion was given a highly visible and high-footfall location.

Muscat Duty Free general manager Stephen O’Connor commented: “We are delighted with the results. It is a simple idea, but offers great visibility for one of the world’s leading confectionery brands. It generated real interest and enhanced the overall shopping experience.”