As he explains below, this year’s IAA host Kevin Threlfall came upon a rather unorthodox insight when he set up his Supercigs discount tobacco format

kevin threlfall“We used to have a joke we called ‘the sh*t factor’. It worked on the basis of how many feet of sewage we thought people would wade through if the price was right. If Benson & Hedges were on sale in most stores at £5, what price would you need to sell them at to get them to wade through one foot? Two feet? What was the price where they would wade up to their neck in it? People were so concerned with the price of cigarettes.”

Do you have any unusual business methods or strategies? Comment below to let us know! The full interview with Kevin Threlfall will appear in the 4 December issue of RN.