Almost a third of existing smokers choose to buy elsewhere if their preferred brand is unavailable, so correctly merchandising your vaping range is key to driving footfall and repeat customers.
Retailer Ferhan Ashiq, from Day-Today Ashiqs in Prestonpans, East Lothian, noticed sales were declining after a vape store opened nearby and knew he had to refresh his range.
“We used to ask shoppers what they wanted to see in store, but as e-liquids are so accessible now, we focused on lines from the big companies, like JTI.”
Retailers must offer a strong range to meet the needs of their shoppers. Online resources, such as JTI Advance, can help store owners understand which devices, flavours and strengths are best suited to individual vaping styles.
To become a destination for vaping products, you need to keep your range relevant. Shoppers are looking to try new flavours, with 30% choosing a fruit-flavoured e-liquid, such as Logic Epiq Berry Blast.
Two new menthol flavours join Logic Compact’s range
“Shoppers are looking for new and upgraded devices, as well as more adventurous flavours, so
by stocking a full range, retailers can be successful in vaping,” says Nick Geens, head of Logic and reduced-risk products at JTI.
New products are entering the market regularly for retailers to trial. Flavours like Coconut Macaroon and Berry Crumble have recently been added to the Logic Epiq range to appeal to experimental shoppers.
Nicotine salts e-liquids, like Logic Compact Intense, are also set to grow this year.
As well as shoppers experimenting with new flavours, many want a device that is easy to use. Pod devices, such as Logic Compact, are currently the fastest-growing segment within the category because they are convenient to use and refill.
Unlike tobacco, vaping products can be displayed anywhere in store. Display units on the shop floor allow customers to browse your range without feeling rushed. Some display units also use LED lighting to help the range stand out.
Ashiq installed a Logic display unit behind his till, which customers notice when they enter the store. “We stock a wide range of Logic products and Logic Epiq is a top seller. The whole process of installing the display took approximately four weeks,” Ashiq explains.
However, for retailers with less space, Geens recommends a counter-top display unit. “A display on the counter is great for smaller stores, and for retailers looking to introduce vaping for the first time to test consumer response,” he says.
Logic Epiq range gets nic-salt makeover
Retailers can visit JTIAdvance.co.uk or speak to their local sales rep to find out more about installing their own display unit in store.
Understanding your shoppers will help determine which vape products should take a prominent position in your display. For retailers in a value-conscious area, Logic Epiq is likely to be popular because of its lower RRP.
Retailers just starting to stock vapes in store should ensure they stock a small selection of devices, including starter kits, to offer their customers everything they need to get started.
By building up your range and knowledge, you can start to earn your customers’ trust. “Once a customer trusts a retailer, they are more likely to return, which allows retailers to profit in this category,” Geens says.
MUST-STOCK LOGIC PRODUCTS
Logic Compact Starter Kit
Logic Compact Starter Kit includes a Logic Compact device, charger and one pack of pods. Logic Compact is smart and pocket-sized. The device uses magnetic e-liquid pods that click into place, which means it is easier to refill than open-system devices.
RRP £10
Trend: On the go
Logic Compact Intense
Logic Compact Starter Kit includes a Logic Compact device, charger and one pack of pods. Logic Compact is smart and pocket-sized. The device uses magnetic e-liquid pods that click into place, which means it is easier to refill than open-system devices.
RRP £5.99
Trend: On the go
Logic Epiq
Logic Epiq is an e-liquid available in Essential, HVG and Nicotine Salts ranges. With an RRP of £2.50-£2.99, Logic Epic has new flavours available, Mint Royale and Peppermint. “The new e-liquids aim to appeal to vapers looking for an enhanced flavour sensation,” Geens says.
RRP £2.50-£2.99
Trend: Flavour
Comments
This article doesn't have any comments yet, be the first!