28 ASIAN TRADER 13 OCTOBER 2017 http://www.asiantrader.biz
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E-CIGARETTESconvenience retailers to
capitalise on the category. The
interaction that independent
retailers have with their
customers is a huge positive for
consumers.
Recent research has
identified that for new vapers,
the convenience channel is
their first port of call, over the
supermarkets.
The best way to tap into this
and encourage vapers to shop
in a store is to upskill staff and
educate them on the category
and the different products
available.
The higher number and
higher turnover of staff in
supermarkets means they
aren’t always best placed to
provide consumers with help
and advice on the category.
The good news for retailers
is that, apart from ensuring the
stock they sell is compliant,
there are very little restric-
tions on how the category is
sold in store now.
Retailers can merchandise
the category wherever they
want and put up as much PoS
materials as they like around
the store and in shop windows,
although all materials must
comply with guidelines on con-
tent (for instance, they must
not target or feature children,
or include elements that could
be construed as promoting
tobacco products).
blu has developed a range of
materials to support retailers
from shelf edge strips to selling
units to in-store sampling
stations.
“UK retailers can actively
display their vaping ranges- they don’t need to be behind
JAC Vapour’s Marketing Manager, Craig Fulton
Through the eyes of the beginner
I’m very new to the industry, and I must admit, I felt a little
overwhelmed with vaping when I first joined JAC. I never
knew my mouth-to-lung from my sub-ohms. Then it dawned
on me, if I was confused, then surely other non-vapers,
would feel the same?
I remember going into vape shops and coming out with
overpowered, complex devices, that were way above my
experience level. I leaned on the expertise of the staff in the
vape shop and they sold me their hobby, not what I needed.
The result was lost confidence and I decided to look to
more familiar avenues, such as supermarkets. Here I was
treated to cheap, sub-par devices that really give vaping and
e-cigarettes a bad name. But at least I felt like I belonged
here.
My advice to retailers is never assume a customer knows
all there is about vaping – always look through the eyes of
the beginner.the tobacco shutters. In fact,
they don’t even need to be
behind the counter,” says
Roberts.
“Consumers want to be able
to see what is stocked and it is
often difficult for people to see
what is on sale.”
In particular, says Roberts,
the e-liquid boxes are challeng-
ing to see from a distance.
She adds: “Counter top
units are great for displayingliquids so that consumers can
see what is stocked without
having to lean over the counter
or queue up and feel pressur-
ised to buy. A large back wall
display of a retailer’s whole
range is also a good way to
show consumers that a store isa stockist and that they are a
good place to shop for their
vaping needs.”
Meanwhile, JTI recom-
mends retailers make the
most of their vaping offering
by stocking a consolidated
range of vaping products,
including each of the key
device types (rechargeables,
capsule and refillable vape
devices) from trusted manu-
facturers, as well as the
accompanying accessories
such as atomisers and e-liquids
in a range of flavours to meet
all consumer needs
“Visibility is key for
merchandising vaping prod-
ucts, as consumer demand for
vaping grows, retailers should
be sure to display their
products prominently in
store,” says Stephane Berset,
JTI Head of Marketing.
“Retailers should keep a
clear and tidy vaping display to
ensure customers are aware of
the choice and range available
in order to maximise sales.”
“Stockists of Logic products
should take advantage of the
Logic point of sale display unit
which has been designed to sit
on top of the counter and
showcase the products
available.”
Berset adds: “Retailers
should be sure to support new
product launches in store with
promotion via product
information leaflets and
posters provided by the
manufacturer.”