Philip Morris Limited (PML) has unveiled Heatwave Open, a new online platform to support convenience retailers stocking its IQOS heated tobacco device.
Exclusively available to retailers enrolled in PML’s Heatwave Open programme, the platform serves as the sole channel for retailers to order the latest IQOS Iluma device, which launched in the UK last year. Retailers can also get their hands on Terea – the tobacco sticks used exclusively with IQOS Iluma– alongside PML’s broader range of smoke-free products.
Heatwave Open provides a range of support services, educational tools, and reward schemes to help retailers get the most out of stocking the brand’s smoke-free portfolio. Enhancements include a gamification feature to drive engagement, offering instant rewards upon completion of various activities such as participating in the Watch & Win campaign and completing quizzes and tasks through the Level Up challenge.
Moreover, the platform offers dynamic peer-to-peer guidance through the ‘IQOS Icons’ section, featuring brief, informative videos from standout IQOS sales achievers. The videos provide insights into product information, sales strategies, and the advantages of stocking IQOS Iluma and Terea.
In a bid to enhance user experience, the platform interface has undergone a significant transformation, incorporating video content for a more dynamic interaction and concise, informative copy with colour blocking for simplified navigation.
The launch coincides with a significant milestone for the company, as Philip Morris International (PMI) recently announced that IQOS has replaced Marlboro as PMI’s leading international nicotine brand.
