Whether it is an agile counter display unit (CDU) or a full floor-length display, there are a variety of options available for retailers who want to highlight their vaping devices and accessories.
A category known for its sleek and sophisticated products is certainly worthy of a display unit that commands customers’ attention. Colourful PoS and backlighting are two techniques that retailers frequently use to create in-store theatre around vaping, and this can be great at drawing in younger customers (although figures show that the vaping market is growing across multiple age brackets).
Use neglected space
As with most categories in convenience, space is a key factor when it comes to retailers deciding how to display their vaping stock. Having a separate in-store counter is likely a dream for retailers already grappling with space to fit existing products, but there are many other options available.
John Taylor, managing director at Vape Dinner Lady, believes as an often unused and neglected area, the space behind a till can be a prime display spot for vaping goods. “A gantry behind the till offers a large, highly visible space that retailers shouldn’t ignore, and with the margins available from the vape category, it’s the perfect place to showcase next- gen products,” he adds.
Find the right gantry for you
Duncan Cunningham, UK corporate affairs director at Imperial Tobacco and Blu, says it offers retailers a wide range of options that can be tailored to the needs of individual stores, including everything from counter display units to fully installed gantry furniture.
Likewise, Mike Godwin, head of business to business and commercial manager at Vapouriz Group, says whatever the space retailers have available, they should aspire to place vaping on an equal, if not greater, footing as their tobacco offering.
Cater to your store size
SMALL – For retailers with limited space, a well-stocked and organised CDU can provide the ideal solution, according to Imperial’s Duncan Cunningham.
“It is important to position this unit in a well-lit part of the counter as this will help to increase visibility of products even further.” Cunningham adds that using supplier-provided assets will help your display look professional, instead of any handwritten signs.
MEDIUM – For medium-sized stores, Vape Dinner Lady’s John Taylor suggests retailers convert an existing tobacco gantry into a vape gantry. “Then we’d suggest retailers develop a strong range of products, from hardware, through to a selection of e-liquids, covering the different formulas, strengths and flavours.”
Edge also offers retailers variable sizes of its free-standing gantry unit, which come backlit with an LED lightbox, feature spring-loaded pushers to replenish stock, and support interchangeable EPoS strips.
LARGE – If your store is large enough, introduce a full vape concession. “This brings together a selection of brands, fulfils the good/ better/best model, and allows customers to get right in among the products,” says Taylor.
After seeing retailers introduce these sites into their stores, McLeish store owner Scott Graham, who has a 1,500sq ft store in Market Place, Inverurie, says he is thinking about introducing a similar system. “I am looking into something like that,” says Graham. “There are also retailers like Aman Uppal, from One Stop Mount Nod in Coventry, who has blended his vaping, spirits all into one lit-up area behind the counter. There is a lot of innovative thinking from retailers in this category.”
Read the full article about how to best display your vape products in the March issue of Vape Retailer by purchasing your copy here, and gain access to the latest developments and trends in the vaping sector