by Sophie Hogg, Head of Next Generation Products at blu UK
Vaping is definitely trendy at the moment, and many independent retailers have capitalised on its popularity. However, the majority of e-vapour sales – around 75% – still stem from online stores or specialist vape shops, as they tend to be seen as the category experts. With this in mind, there’s scope for further growth in the more traditional channels and blu is keen to educate and support any retailers interested in getting involved with the category.
Since vaping was first introduced into the UK in 2007, the market has grown dramatically and the sheer volume of different devices, liquids and components now available on the market is eye-watering. Long gone are the days of ‘cigalikes’ as consumer tastes have shifted to new devices that benefit from new technology and deliver cutting-edge vaping experiences.
We recognise the important role vaping can play in transforming smokers into vapers, and aim to work with retailers to build our portfolio within the independent channel. We recently added a next-generation ‘pod mod’ system, myblu, to our existing range, along with the new ‘Intense’ Liquidpods, both of which will be rolling out from September. myblu combines a high-performance vaporiser, which takes just 20 minutes to charge, with the device’s hassle-free Liquidpods to allow consumers to switch between flavours in seconds via a simple one-step ‘click and go’ system.
To take full advantage of this growing category, our top tip to retailers is to get involved! Begin with a small range and work with your rep to understand the broader category – and what products will work best for existing vapers, as well as those who may be looking to transition to the category.
- Be visible – You can display, advertise and promote vaping products in store so make the most of this with countertop units and PoS to drive visibility in store.
- Be knowledgeable – Make your store a destination outlet by being knowledgeable on the vaping category, the consumer and the different products available.
- Stock a variety of flavours – E-liquids are the biggest driver of sales in the vaping category so pay attention to what your customers are buying and offer an extensive range of flavours and nicotine strengths that will appeal.
- Stay stocked up – Make sure you’re always fully stocked up with at least one open and one closed branded system. If you don’t have a product in stock, customers may go elsewhere and not return.
- Don’t forget about clearomisers – Consumers should change their clearomiser after every two bottles of e-liquid, or with every change of flavour or brand so they offer a simple, effective way to upsell and drive additional sales and margin.
