Nestle recognises Bahrain Duty Free's creativity

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The confectionery supplier rewards a key client with its regional award for merchandising

Nestlé International Travel Retail (NITR) has awarded Bahrain Duty Free its prize for best merchandising of its confectionery in the Middle East during 2003.

Bahrain Duty Free was judged by NITR management to have implemented best practice on the shop floor in merchandising Nestlé confectionery during 2003, contributing to record sales growth for the company's brands last year and acting as a key factor in double-digit percentage growth so far in 2004.

?The standard of confectionery merchandising at Bahrain Duty Free is second to none in the region. It's a great example of creative and impactful merchandising to stimulate purchasing behaviour within the confectionery category,? said NITR regional sales manager Middle East and Africa Alan Brennan.

One example of Bahrain's merchandising skill was the recent Grand Prix ?Race 2 Win? promotion, launched to celebrate the Formula 1 Bahrain Grand Prix on April 4. The promotion, which ran from February until the end of April, included a gwp offer for Kit Kat. A free Kit Kat sports watch was offered with each Kit Kat 12-bar megapack purchased.

Bahrain Duty Free Shops head of purchasing and logistics Joe Gavin said: ?Passenger traffic increased by 25% during Bahrain's ?Race 2 Win' campaign from January to April surrounding the Formula 1 Grand Prix.  During this period the Kit Kat brand showed a 40% increase in sales versus the period February to April 2003. This is an excellent result.?