2020年7月13日
电子烟销售是增加销售和利润的好方法，而且正如Tom Gockelen-Kozlowski发现的那样，有一些简单的方法可以将产品销售额推向新的高度
机会1：正确设定耕种点
即使有店内社交距离，零售商的柜台也是便利店最重要的区域之一，也是传达诸如电子烟之类商品的范围和价值的关键。因此，放置正确的展示位置至关重要。
“收银台是产品最常出现和最明显的站点–毕竟，购物者必须去那里付款，”英国JUUL Labs销售总监John Patterson说。 “如果我们想将吸烟者过渡到下一代产品，我们必须帮助零售商签署该类别的标签，并为其商店提供正确的展示解决方案。”
因此，与其他公司一样，JUUL专注于为零售商创建销售点，建立用于购物架、台面、后柜以及货柜服务的展示架，以及带有“挑战25”信息的海报、立牌，摇摆杆和窗户广告贴纸。
您可以做什么：请确保清晰可见您所拥有的品牌。在排队时间较长和远社交距离的时代，客户会想知道他们可以在您的商店中挑选自己的品牌。
机会2：继续关注薄荷醇烟民
在封锁期间，时间发生了奇怪的变化，因此很难相信薄荷禁令在两个月前生效。但是，供应商敦促零售商不要考虑此事已经结束。禁令使近四分之一的吸烟者“无家可归”，许多人仍在寻找合适的替代选择。
英美烟草公司总经理弗雷德里克·斯文森说：“重要的是，零售商必须能够容纳寻找替代品的成年吸烟者，尤其是那些将禁令视为转变为使用电子烟的机会的人。”
Vype，Juul和PMI都在禁令开始之前推出了薄荷禁令入门套件，主要品牌也出现了新的薄荷醇口味。 “替代品”并不意味着仅是在不断增加价值，而是库存其他选择（例如Nordic Spirit袋）将提供机会吸引尽可能多的客户。
您可以做什么：创建薄荷醇替代品展示架，并鼓励前薄荷醇吸烟者加入这一行列，风险级别更低，而利润率更高，这也将帮助他们节省金钱。
机会3：利用您自己的销售数据来建立范围
供应商同意，要建立成功的电子烟系列，就没有“千篇一律”的方法。根据Blu的说法，最有效的策略是扩大销售范围。
Blu和Imperial的公司事务总监Duncan Cunningham说：“我们建议根据空间的允许，尽可能广泛地库存，然后根据客户的反馈和销售情况在接下来的几周和几个月内进行调整。”
坎宁安补充说，独立零售商能够显示出什么“敏捷性”，这将是最大的优势，这使商店可以在短时间内调整其产品范围。 “能够保持敏捷的零售商将处于最佳位置，可以迎合客户并因此而增加尼古丁的销量。”
根据Imperial的说法，广泛的需求包括强大的电子液体产品组合，尤其是水果香精，各种尼古丁强度以及口味。
您可以做什么：每周花五分钟时间查看电子烟范围内的关键SKU。如果他们的表现不佳，可能需要尝试一些新的东西了。
机会4：个性化您的销售方式
JTI逻辑与降低风险产品负责人Nick Geens表示：“电子烟市场涵盖了广泛的客户，从首次尝试使用电子烟的成年吸烟者到希望尝试新设备和新口味的经验丰富的电子烟。因此，供应商建议员工和商店所有者根据所面对的客户调整销售方式。 “有了众多的电子烟，提供尽可能多的选择以成为真正的电子烟目的地也至关重要。”
盖恩斯给出的一个具体例子是，第一次进入电子烟市场的前薄荷卷烟吸烟者激增。他说：“零售商应该对入门者进行入门套件和流行设备的教育，其中包括Logic Compact，这是一种Pod-mod设备，可以使电子烟民在找到合适的口味时轻松地在口味和尼古丁强度之间切换。”
您可以做什么：确保您和您的团队都知道您所库存的每种产品和口味。听起来雄心勃勃，但大多数员工都会记住您拥有的烟草品牌。
机会5：专注于尼古丁盐
如今，提供令人信服的各种基于尼古丁盐的液体和胶囊从未如此简单，因为近年来，几乎所有的电子烟品牌都将其自己的产品推向市场。
尼古丁盐之所以受欢迎，是因为它们为希望过渡到危害较小的选择的前吸烟者提供了更强烈的、更像香烟的产品。尼克·盖恩斯说：“尼古丁盐提供了一种更顺滑、更浓郁的风味，对那些希望获得更丰富的电子烟体验的零售商而言，这是一个巨大的获利机会。”对于Logic而言，这不仅带来了Logic Compact Intense（一套与公司的Compact设备兼容的调味烟弹），还带来了EPIQ，这是一种使用尼古丁盐来“增强” 电子烟体验的电子液体品牌。
您可以做什么：研究您最畅销品牌可以提供哪些尼古丁盐产品，并随时告诉购物者这些产品为什么值得尝试。
机会6：建立信誉
赢得客户的信任对于任何一家商店的成功都是至关重要的，但是在电子烟行业中，这可能会让您的业务和一家不太专业的本地电子烟商店之间差异巨大。
建立信任所需的一些要素来自遵循法规并与供应商合作。 “根据法律，授权的电子烟供应商必须提交所用成分的完整详细信息，以确保它们合规。建议零售商使用信誉良好的品牌，以确保其销售的所有产品均经授权并合规。” Aquavape主管Ebrahim Kathrada说。
确保员工严格遵守“挑战25”的电子烟规则，就像他们对烟草一样，是保证信用的另一种方法。
您可以做什么：询问销售代表和供应商他们做了什么，以确保他们的产品尽可能安全。准备向客户解释当前的电子烟法规-以及您如何遵守这些法规。
Six ways you can take vape sales to the next level in 2020
July 13, 2020
Vape sales present a great way of boosting sales and profits and, as Tom Gockelen-Kozlowski discovers, there are some easy ways to take the category to the next level
Opportunity 1: Getting the till point right
Even with in-store social distancing, a retailer’s counter is one of the most important areas of a convenience store and key to communicating the range and value of a category such as vaping. Getting the right display in place is therefore vital.
“The till point is the most frequented and visible site in independents – after all, shoppers have to go there to pay,” says John Patterson, sales director of JUUL Labs in the UK. “If we want to transition smokers into next-gen products, we have to help retailers signpost the category and provide them with the right display solution for their store.”
Like other firms, JUUL has therefore focused on creating point of sale for the till point alongside display units for gantries, countertops, back bars and shop floor FSDUs alongside posters, tent-cards, wobblers and window stickers which carry the Challenge 25 message.
What you can do: Make sure that the brands you have available are clearly visible. In an era of longer queues and social distancing, customers will want to know that they can pick up their brand in your store.
Opportunity 2: Continue to focus on menthol smokers
Time has moved strangely during the lockdown so it is difficult to believe that the menthol ban came into force nearly two months ago. Yet, suppliers are urging retailers not to consider the MATter now closed. Almost a quarter of smokers were left ‘homeless’ by the ban and many will still be looking for the right replacement option.
“It’s important that retailers can accommodate adult smokers looking for alternatives, especially those who see the ban as an opportunity to make the switch to vaping,” says Fredrik Svensson, general manager at BAT.
Vype, Juul and PMI all launched menthol ban starter kits in the run up to the ban with new menthol flavours also appearing across the major brands. “Alternatives” doesn’t mean solely vaping any more and stocking other options such as Nordic Spirit pouches will provide the opportunity to attract the most customers possible.
What you can do: Create a menthol alternatives display and encourage former menthol smokers on to this higher-margin reduced-risk category that will help save them money too.
Opportunity 3: Utilise your own sales data to build range
Suppliers agree that there is no ‘one-size-fits-all’ approach when it comes to building a successful vape range. According to Blu, the most effective strategy is to start broad and narrow in on what sells.
Duncan Cunningham, corporate affairs director at Blu and Imperial says: “We’d recommend stocking as broad a range as space allows and then fine tuning this in the weeks and months that follow, according to customer feedback and sales.”
It is the ‘agility’ that independent retailers are able to show in terms of what to stock which will be the biggest advantage, allowing stores to adapt their range at short notice, Cunningham adds. “The retailers who can remain agile, will be in the best position to cater for their customers and grow their nicotine sales as a result.”
According to Imperial, a broad range needs to include a strong portfolio of e-liquids, especially fruit flavours, a variety of nicotine strengths, plus nicsalts.
What you can do: Make five minutes each week to look at the key SKUs in your vape range. If they are underperforming it might be time to try something new.
Opportunity 4: Personalise your sales approach
“The vaping market includes a wide range of customers – from existing adult smokers trying vaping for the first time to more experienced vapers looking to experiment with new devices and flavours,” says Nick Geens, head of Logic and reduced risk products at JTI. For this reason, the supplier recommends staff and store owners adapt their sales approach depending on the customer they face. “With the spectrum of vapers out there, it is also crucial to offer as much choice as possible to become a true vaping destination.”
A specific example Geens gives of this is the surge in former menthol cigarette smokers who are approaching the vape market for the first time. He says: “Retailers should educate themselves on starter kits and popular devices for beginners including Logic Compact, a pod-mod device that makes it easy for vapers to switch between flavours and nicotine strengths when finding the right fit.”
What you can do: Ensure that both you and your team know every product and flavour you stock. It sounds ambitious but most staff will remember the tobacco brands you have available.
Opportunity 5: Focus on nic-salts
It has never been easier to offer a compelling range of nic-salts-based liquids and capsules as nearly every vape brand out there has brought to market its own offer in recent years.
Nic-salts have become popular because they offer a stronger and more cigarette-like ‘hit’ to former smokers who want to make the transition to a less harmful option. “Offering a smoother and more intense flavour delivery, nicotine salts present a significant profit opportunity for retailers whose customers seek a more enriched vaping experience,” says Nick Geens. For Logic this brought about the arrival of both Logic Compact Intense – a set of flavour pods which are compatible with the firm’s Compact device – and also EPIQ, a brand of e-liquids which use nic-salts to “enhance” the vape experience.
What you can do: Research what nic-salt products are available from your bestselling brands and be ready to tell your shoppers why these products are worth trying out.
Opportunity 6: Build credibility
Having the trust of your customers is vital for the success of any store but in the vape industry it can create a point of difference between your business and a less professional local vape store.
Some of the elements needed to build trust come by following regulations and working with suppliers. “By law, authorised vape suppliers are required to submit full details of ingredients used to ensure they are compliant. Retailers are recommended to use reputable brands to ensure that all products they sell are authorised and compliant,” says Ebrahim Kathrada, director of Aquavape.
Ensuring staff adhere as strictly to Challenge 25 rules for vape as they do for tobacco is another way to secure trust.
What you can do: Ask reps and suppliers what they do to ensure their products are as safe as possible. Be ready to explain the current vape regulations – and how you adhere to them – to your customers.
