/ M&M’S World stores, brilliant examples of experiential retail /

Do you know where the largest candy store in the world is located? In the centre of London, in Leicester Square, lies M&M’S World London, one of the 5 stores around the world owned by Mars, manufacturers of the famous colourful button-shaped chocolates.

Opened in 2011, this excellent example of ‘experiential store’ covers 3,250sq.m spread over 4 floors and is a place where people can truly interact and engage in the brand. This is made possible by offering fun, immersive and surprising experiences that create a true and long-lasting connection between M&M’S and the consumers and encourage store visits and consumption of the product. Obviously, in the shop there is an extensive range of M&M’S chocolate and merchandise, however what makes it original are, for example, the iconic Chocolate Wall with over 100 M&M’S selections to choose from and a personalization experience that enables shoppers to create their very own custom candies. What then about the lots of giant models of the M&M’S characters dotted about the venue in fun poses, ideal for sharing selfies or photos? There is, for example, a seemingly intoxicated London bus driver, a clumsy football goalkeeper, 4 on a zebra crossing in Beatles style, or aboard a roller coaster with terror in their eyes.

“You can put your face on a M&M’S within 2 minutes’ time. You can have a dance party. You have lots of Instragrammable moments,” explains Patrick McIntyre, director of global retail at Mars Retail Group. “If you come in and buy some of our merchandise, awesome. If you come in and just have a great time, even better.” 

The London formula is also found at the group’s other M&M’S Worlds, located on the Strip in Las Vegas (this was the first, opened more than 20 years ago in 1997, demonstrating Mars’ consolidated experience in so-called ‘experiential retail’), New York’s Times Square, Shanghai and Orlando, at the Florida Mall.

“All of our stores are performing very, very well with the exception of where we are in Florida, which is why we’re moving this store. It used to be a good location, now it’s really not,” McIntyre added…

Continue reading – p.46 Games & Parks Industry February 2020