The Singapore-based firm wants to offer snack experiences unavailable even in local supermarkets. It also plans to use AI technology to elevate the shopping journey for travellers.
Edmond Wong, CEO and founder of ETC Travel Retail, highlighted the firm’s niche positioning in the travel retail sector, noting that their products offer a unique way for tourists to take a piece of Singapore with them.
“We’re covering a niche area in tourism retail because we’re focusing only on Singapore snack products, and I think our products also carry a Singaporean identity. It allows travellers to bring a piece of Singapore back with them when they leave,” said Wong.
He envisions a future where purchase histories across ETC’s global retail points are interconnected, allowing travellers to receive personalised recommendations based on previous transactions — an extension of features already in use on its Singapore iShop platform, which allows customers to purchase the items via the platform and collect them upon arrival at Changi Airport.
These purchases range from cuttlefish to chocolate – Singapore-made products curated specifically for travellers and typically unavailable in mainstream retail.
Wong describes the firm as a “brand consolidator” that curates a variety of snack products from different suppliers and brands.
While Singapore imports about 90% of its goods, Wong noted that there’s a strong base of local snack makers — including cookie and coffee producers — who often lack visibility or remain focused on B2B. ETC aims to bring these under-the-radar brands into the travel retail spotlight.
Recognising an opportunity, ETC is now working to bring these brands into the travel retail space, giving them international visibility by featuring them in physical retail outlets targeting travellers.
Wong shared that ETC has already begun several collaborations with local firms such as RÓA Midnight, an artisanal bakery known for supplying premium outlets such as Raffles Hotel and local schools.
RÓA’s cookies are allergy-friendly and nut-free, a reflection of growing consumer demand for indulgent yet health-conscious snack options.
“Consumers want to treat themselves, but without the worries of allergens or excessive calories,” he said.
Wong added that the collaboration supports ETC’s goal of diversifying its snack offerings to include not only savoury treats but also healthier alternatives. The cookies, curated in partnership with RÓA’s chef-founder, are expected to launch in May this year.
Exclusive to ETC, these snacks offer distinct local flavours for travellers to take home.
To enhance the shopping experience, Wong is also exploring sampling sessions where staff can provide recommendations for snack purchases.
Engaging travellers through samplings and personalisation
Tea sampling is one way ETC aims to personalise customer engagement. This aligns with its partnership with Tea Therapy, a Singaporean brand that sources floral tea leaves from overseas but conducts all R&D and packaging locally.
Known for its “tea bombs” — spherical, floral infusions that are naturally caffeine-free and preservative-free — the brand primarily sells online.
The idea is to create a “tea appreciation” moment, where travellers can learn about the calming benefits of tea, particularly after a long flight.
“This can act as a conversation starter, allowing us to share the benefits of tea and suggest ideal snack pairings,” said Wong.
He shared that the firm is also keen on adopting AI to enhance personalisation for customers.
ETC currently runs the iShop e-commerce platform in Singapore and is planning a global rollout of 5G-enabled vending machines. These smart units will support facial recognition, multi-item purchases, and real-time mobile payments. The vending units are designed to complement ETC’s larger retail packs sold at airports and act as a gateway for travellers to trial new items in high-traffic locations such as hotel lobbies or public airport zones.
Data from vending and retail channels will feed into a central system, enabling cross-border personalisation and loyalty rewards. “If someone shops at our Singapore store, our POS could recognise them in Hong Kong and suggest similar items,” Wong said.
Wong shared that ETC is now sourcing strategic locations across Singapore and aims to roll out the technology in the second half of the year.
“We’re looking to leverage AI to offer personalised shopping experiences for travellers. For example, if someone shops at our store in Singapore and later visits our Hong Kong outlet, a connected POS system could recognize their previous purchases and suggest related products – essentially allowing predictive and customised recommendations across locations.
“Right now, systems tend to be localised. But with data-sharing and technology, we could let travellers pre-order items in Singapore for pickup in Hong Kong, or vice versa. We’re already doing this within Singapore through our iShop platform, where customers can pre-order and collect items at the airport either before departure or upon return.
“Looking forward, we’re also exploring a global loyalty programme to reward frequent travellers consistently across markets,” said Wong.
ETC snacks are now available in Changi Airport’s Terminal 2. By July, the firm will also be sold in the Terminal 1. Both airport stores are located within the transit areas and are accessible only to departing passengers.
For non-travellers, ETC products are also available at its Marina Square outlet, with a new kiosk opening at Jewel in May. The brand is also listed on major online platforms, including Shopee, Lazada, TANGS Official Online Store, and Klook Singapore.
