“The upcoming ban of menthol cigarettes presents a significant opportunity for retailers – and the vaping category – as consumers continue to seek out minty flavours from other alternatives. Retailers should stock up on menthol e-liquids and Liquidpods, especially those including nicsalts like Myblu Intense, and be aware of the forthcoming changes to legislation, in order to be well positioned to help smokers switch to something better.
“While research shows that 70% of vaping sales stem from online or vape shops, there is substantial scope for retailers to reap their share of vape-related sales. The unique relationship enjoyed between convenience retailers and their loyal shoppers presents a huge opportunity for the traditional retail channel. In many instances, consumers trust and rely on advice from their local retailer regarding what products to buy, and this presents a potential competitive advantage,
especially when it comes to the vape category.
“This relationship is particularly important when it comes to smokers looking to switch from tobacco to vaping, as – unlike online and vape stores – traditional retailers usually offer tobacco and vaping products for sale.
“Convenience retailers can therefore play a key role in terms of category advocacy, helping adult smokers switch to something better.
“With a dizzying number of different devices and liquids now available on the market, many consumers seeking to enter the category are unsurprisingly intimidated by the sheer breadth of the vape offering. These consumers need knowledgeable advice from retailers on what to buy, along with reassurances on product quality and the benefits of switching. By taking the time to expand their understanding of the category, retailers can effectively advise these customers and grow their sales as a result.
“As well as store owners themselves, it’s vital that staff also understand not only what products they are selling, but also the customers they are selling to. Training is key to success, and by making the time and investment to educate all staff on the category, including the benefits of switching, retailers and their staff will be able to provide an exceptional level of service to customers that will encourage them to return again and again.”