Avolta and Mars Wrigley ITR launch first joint Transaction Zone at Athens International Airport

The point-of-sale space features strategically placed products from multiple brands, and is designed to optimise the checkout experience and elevate average spend per shopper.

May 21, 2025 - 17:20

Avolta and Mars Wrigley ITR launch first joint Transaction Zone at Athens International Airport

GREECE. Mars Wrigley International Travel Retail (MWITR) and leading travel experience player Avolta have revealed their first collaborative Transaction Zone (TZ). Located in Avolta’s Hellenic Duty Free store at Athens International Airport, the space is designed to optimise the checkout experience and elevate average spend per shopper.

MWITR said the initiative has been conceived to transform the TZ from a simple pass through and pay area into a revenue-driving space. “With 500 million travellers shopping in duty-free stores each year, the checkout area presents a significant opportunity to drive incremental purchases,” the confectionery company noted.

**Driving incremental spend: A view of the new point-of-sale Transaction Zone in the Hellenic Duty Free store at Athens Airport**

MWITR cited research which shows that 41% of travellers often seek products to ‘refresh & energise’ as they prepare for a flight or upon arrival. It said this makes confectionery, especially in small, single-pack formats at lower price points, particularly well-positioned to meet these consumer needs.

The TZ forms an integrated part of the checkout area in the Hellenic Duty Free store. The layout includes a clearly marked queuing zone, followed by a manned payment section. It also features a self-scan station.

Stakeholders gather to mark the Transaction Zone opening and perform a ribbon-cutting ceremony. Pictured above (from left) are Mars Wrigley International Travel Retail Global Account Lead Rick Jongmans; Avolta Global Head of Category for Confectionery Philippe Moryl; Avolta Communications Director Eva Brouzou; Avolta CEO & Country Manager Greece Maria Loannidou; Hellenic Duty Free Shops Retail Operations & Network Development Director Christos Pavlidis; Avolta Technical Director Chara Lazaridou; Mars Wrigley International Travel Retail (MWITR) Market Director An De Volder; MWITR Global Head of Sales Tom Bongaerts; MWITR Customer Activation Manager Sani Saporta; and Avolta Commercial & Supply Chain Director Dinos Eliopoulos.

Each section is outfitted with strategically placed blue-coloured headers that communicate messages to travellers such as ‘Don’t Forget’, ‘Have a Treat’ or ‘Refresh Yourself’.

The TZ product offer extends beyond Mars Wrigley products to other brands and product categories.

Mars Wrigley International Travel Retail Market Director An De Volder said, “With our Transaction Zone strategy, we are not just putting products in front of shoppers, we are creating an environment that naturally attracts more shoppers and drives higher basket spend through thoughtful layout, smart design and relevant offerings.

“We have seen that, if executed well, we can really help travel retailers turn their existing checkout zone into a significant revenue generator. We are excited to collaborate with our long-time partner Avolta on the transformation of the duty-free area at Athens International Airport. Avolta values innovation in travel retail as much as we do.

“Our partnership is built on our commitment to understand shoppers and their needs during the shopping journey in an airport, allowing us to continually enhance the airport retail experience.”

Avolta Global Head of Category for Confectionery Philippe Moryl commented, “This implementation is the first step of a long-term strategy that aims to understand how we can further improve the shopping experience during those last moments before customers exit our stores. Other installations are then planned for different parts of the world to continue to monitor the impact on customer’s experience and on sales performance.

“I would like to thank An and the Mars team for their active support and holistic approach in this project. With this initiative we are not only looking at the confectionery category, but at the overall transaction zone experience which includes other product categories.

“This project is another great example of what we can do with our airport and brand partners when we share the same vision and ambition – to make travellers happy.”

Athens International Airport Chief Development Officer George Eleftherakos said, “We are pleased to see the launch of the first Avolta and Mars Wrigley ITR Transaction Zone at Athens International Airport, located at the check-out area of our main Duty Free & Travel Value shop.

“This initiative is expected to further enhance traveller engagement across diverse destinations, while also highlighting the value of our strategic partnership with Avolta.”

Avolta Greece General Manager Maria Loannidou commented, “We’re excited to announce the opening of the first collaborative Transaction Zone by Mars Wrigley International Travel Retail at Athens International Airport, located in the heart of the duty-free area in the Schengen area. This innovative space is designed to enhance the shopping experience, making it easier and more enjoyable for travellers.

“We’re confident that this new initiative will not only streamline customer interactions, but also further satisfy customer needs. This milestone is a testament to the strong partnership between Avolta and Mars, a partnership that continues to bring forward customer-centric innovations in travel retail.

“Together, we’re focused on creating an exceptional retail environment that offers convenience, quality and innovation for travellers.”

The Athens International Airport installation is the first in a planned series of joint Transaction Zones to be rolled out with Avolta worldwide in its airport stores.

MWITR noted, “We and Avolta see this as a long-term strategy that is central to our shared future vision, one where retail environments seamlessly adapt to shifting traveller behaviours and expectations.”