5 things retailers should do to help customers during Stoptober
?We’re nearing the month of October which in the vaping category is well known as Stoptober. Stoptober is a major event in the UK, launched in 2012, which has encouraged smokers to quit the habit since its inception. Stoptober is a key strand of the Public Health England (PHE) tobacco marketing programme.?
“Stoptober launched in 2012 and entered its tenth year in 2021. The campaign aims to inspire as many smokers as possible to make a quit attempt from 1 October and maintain it for at least 28 days. Evidence shows that if you stop smoking for 28 days, you are 5 times more likely to stop for good.?
Since 2012, Stoptober has driven over 2.3 million quit attempts. Each year the campaign seeks to offer refreshed approaches to generate awareness, interest and engagement among smokers to build on an established and proven approach that has now been running for several years.” reports the Stoptober 2020 evaluation by gov.uk.?
?Macrotrends reports that around 15.4% of the UK population are smokers – a fact that would be hard to ignore by retailers.?
Here are 5 ways retailers can help their customers during Stoptober.???
Although Stoptober is a globally recognized campaign, not everyone is actually familiar with it. A good starting point is display advertising, that supports the government’s marketing campaign.??
Retailers can use resources provided by Public Health England. Official Public Health England posters and material can be downloaded here.?
If you want a Vape Stop poster, click here to download one you can print yourself, aligned with Challenge 25.?
?The shopper’s journey starts outside of your store, so having clear and visible POS available will already play a vital role in the sales process.??
2. Introduce vaping as a better alternative to smoking?
Vaping is seen as one of the most effective ways to break the smoking habit and is seen as a safer alternative to smoking.? According to Public Health England, vaping is at least 95% less harmful than smoking. It also states that over 3 million smokers have used e-cigarettes to quit smoking or reduce their smoking habit since 2018. Informing your customers on the benefits of vaping instead of smoking, may help encourage them to kick the smoking habit for good.??
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3. Carefully consider your product offering?
When considering the specific needs of smokers, you as a retailer need to carefully consider your product offerings during Stoptober. When introducing vaping to customers as a better alternative method to help them quit smoking, you need to consider that they will most likely look for an alternative that will closely replicate the smoking experience. This is why offering a category solution, rather than a brand solution approach, creates a better sales opportunity for the retailer, and an opportunity of choice for the customer. Grouping your vaping products according to specific needs will make it easier for customers to find exactly what they are looking for. ?
?When smokers transition to cigarettes, they mostly use tobacco or menthol flavours to closely imitate the smoking experience. Grouping your e-liquids, disposables and pod systems according to flavours and nicotine strengths will help your customers find what they are looking for and will ultimately enhance the customer journey. Disposable vape devices are the most popular vape products in the vape category so strategically placing these where they are immediately noticeable will also help customers find what they are looking for quicker.????
??4. ?Run a Stoptober promotion?
Consider running a Stoptober promotion on pod kits and disposables. Disposables are a great way for smokers to enter the vaping realm to try different flavours and nicotine strengths. This is due to a higher strength liquid, which is legally compliant in the UK. It also allows the customer to explore the many flavours of vape available. Although many customers who already vape have taken to more exotic flavours, we have found that base tobacco and menthol flavours are great starter options for those wanting to make the switch. These flavours are familiar to them, which makes for an easier and more pleasing transition.?
Offering multi buy offers on these flavours of disposables, pod solutions or e-liquids if they already have a device, is a great price promotion to support the effort of quitting.?
?5. Show your support?
Smokers quit better when they do it as part of a team, or with support – you, as the retailer, are part of this journey, and we are here to support you.??
?Advising your customers on products that will increase their chances to make the switch is to everyone’s advantage. If you are not sure how to advise them, we are a call or a WhatsApp message away. WhatsApp us on +44 7979 100296 if you ever find yourself in a situation where you are not sure what advice to give.?
But above all, make sure that you support customers while conforming to Challenge 25, and only selling TPD compliant products for their own safety and wellbeing.?
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