KitKat’s Chocolatory: A Customisable Virtual Flagship
For brands looking for clues on how to approach a socially distanced Easter, and proving virtual flagships aren’t only for fashion or beauty, Nestlé Brazil has launched the KitKat Chocolatory – a playful, customisation-centric e-commerce flagship dedicated to the famous chocolate-covered wafer.
The digital store, created in partnership with international design agency Landor & Fitch, follows the 2019 launch of an IRL flagship in São Paulo, Brazil and seeks to replicate hero signature experiences from that physical counterpart.
For example, visitors can create a pick ‘n’ mix selection of a minimum of 10 bars from 18 KitKat flavours and choose between three types of packaging, emblazoned in one of four prints. They can also choose personalised messages to be printed on these boxes or laser-etched onto metal tins.
The DIY design aspect is primed to appeal to younger audiences, with 75% of Gen Z more likely to buy a product if they can customise it (WPEngine, 2020), and low-entry price points ($0.50-14) provide a beacon for parents.
For $2.50, shoppers can take their customisation to the next level by printing their own photos directly onto KitKat bars using edible inks. Those lacking inspiration can choose from existing designs such as those reading ‘Happy Birthday’ or ‘Good Vibes Only’.
Service design advancements allow quick and easy deliveries. A Multi-Stock feature identifies the nearest physical store to carry out the delivery, alongside click and collect options and two-hour express delivery for São Paulo residents. Look out for our report Retail’s New Servicescapes publishing on March 25 for more on this topic.
The KitKat brand has seen rapid success in Brazil, capturing 5% of the entire chocolate market in the country within five years of its introduction in 2011 (Landor, 2021).
For more compelling online shopping experiences, see Virtual Flagships.