EDUCATING CUSTOMERS

WHILE value-led options are the driving trend in tobacco, retailers also need to be able to talk authoritatively to their customers about new products and special deals, and to make recommendations for them based on their preferences. This doesn’t just allow you to drive sales, but it can also improve customer loyalty.

“Sta who are well educated on which products o er the greatest value for money will be in a far superior position to help shoppers nd the best products that suit their needs. This will, in turn, likely see these customers returning to that same store multiple times, thanks to the more personable and informative purchasing experience in store,” says Gully.

Retailers should take the time to talk through their ranges with sta members, while also taking advantage of supplier insights both from reps and online, to ensure it’s also worth using tobacco accessories, which can be displayed, to trigger that selling opportunity.

“Having a visible display of accessories, either as part of installed gantry furniture, or a small counter display unit where space is restricted, also signals to shoppers that tobacco products are stocked the moment they walk through the door, so this would also be our recommendation.

“Wherever they’re displayed in store, it’s really important that sta are knowledgeable about the range of accessories and tobacco products stocked so they are well equipped to answer any questions and o er advice to any shoppers that need it,” says Gully.

On top of this, accessories represent the highest margin opportunity within traditional tobacco, meaning that a good range will not just increase the overall basket spend, but your pro ts as well.

“Recent gures show that lter tips are worth a sizeable £114m of sales, and while reg- ular papers account for £40m, kingsize papers (£31m) and combi papers (£26m) are also proving to be popular. With this in mind, we strongly recommend that retailers stock a wide range of products across each of these segments to cater for customer needs and maximise the sales opportunities on o er,” says Gully. they are able to talk to their customers in the most helpful way possible.

Gemma Bateson, sales director at JTI UK, adds: “Having up-to-date knowledge on the latest tobacco trends, such as the growing popularity of ultra-value products, is vital and enables retailers to provide a good level of customer service. Retailers and their sta should use all the platforms available to them, including jtiadvance.co.uk, to learn and talk con dently about new products, such as Sterling Essential Rolling and Sovereign Blue.” As well as helping customers get value options in tobacco, Cruden says well-trained sta can help to drive sales of higher-value products, especially if the customers are out on the town. “Getting shoppers to trade up is all about face-to-face communication. Saying that, you can make more money selling cheaper options,” he says.

New design

SOFT AND EASY TO HANDLE

BALANCED MOISTURE

GREAT TASTE, SATISFYING AROMA

70% OF CONSUMERS WILL BUY AGAIN AFTER EXPERIENCING THE TASTE*