IQOS marketing strategies at point-of-sales: a cross-sectional survey with retailers

Abstract

BackgroundThe point-of-sale (POS) is adapting to marketing restrictions, societal changes and the inclusion of new products, such as heated tobacco products (eg, Philip Morris International’s (PMI) IQOS device and HEETS sticks). We aimed to assess (1) PMI’s influences on IQOS/HEETS POS marketing and (2) the implications of the new legislation (POS display ban and plain packaging) for retailers.MethodsA cross-sectional survey of 43 IQOS/HEETS POS owners/managers in five Israeli cities assessed POS and participant characteristics, marketing strategies, attitudes towards IQOS, and POS implications of the legislation and COVID-19, including industry reactions. Bivariate analysis explored differences between POS selling of the IQOS device versus POS selling of HEETS only.ResultsA higher proportion of those carrying IQOS (n=15) (vs HEETS only) had special displays (100% vs 17.9%, p<0.001) and interacted with specific IQOS salespersons (73.3% vs 28.6%, p=0.013). Common promotions were financial incentives based on HEETS sales for retailers (37.5%) and price discounts on HEETS for customers (48.7%). Most indicated positive attitudes towards IQOS (72.1%; eg, ‘less harmful’), opposition to the legislation (62.7%), limited government assistance to implement the legislation (62.8%), and industry provision of display cases and/or signage to comply with the legislation (67.4%).ConclusionPMI uses similar tactics to promote IQOS at POS as they previously used for combustible products, including direct promotional activities with retailers, and circumvented legislation by using special displays and signage. Governments need to ban these measures and support retailers with clear practical guidance regarding the implementation of marketing restrictions at POS.

The Impact of Recent Tobacco Regulations and COVID-19 Restrictions and Implications for Future E-Cigarette Retail: Perspectives from Vape and Vape-and-Smoke Shop Merchants

“…Nonetheless, these findings provide insights that can be further investigated in studies of vape retail with larger sample sizes and/or using other approaches. Additionally, study assessments, which were adapted from prior research [ 23 , 35 , 47 ], were brief, largely single-item measures (to reduce participant burden); moreover, assessments relied on self-report and are subject to recall and social desirability bias. The qualitative data was limited in depth of response and, in some cases, clarity of intended meaning.…”

“…Measures were adapted from existing literature that has assessed point-of-sale marketing for tobacco [ 47 ], including such marketing specific to vape retail [ 23 ] and to regulatory and COVID-19 impact on tobacco retailers [ 35 , 47 ].…”

“…As the nicotine marketplace has evolved and key regulations have gone into effect that may substantially impact the vape retail environment and product use [ 34 ], understanding merchants’ perspectives regarding such regulations may have important implications for regulatory efforts [ 35 ]. For example, prior research involving vape retail merchants has provided unique insights into their marketing strategies [ 36 , 37 , 38 ], as well as into their concerns that policies are not distinguishing e-cigarettes from traditional tobacco (e.g., cigarettes) [ 39 , 40 , 41 ] and/or not taking into account the impact on the potential harm reduction that could result from using e-cigarettes [ 37 , 38 , 40 ].…”

IQOS and cigarette advertising across regulatory periods and population groups in Israel: a longitudinal analysis

“…Partial tobacco product advertisement bans might not reduce the industry’s spending on advertising, mainly because tobacco companies shift their advertisement to other venues such as digital platforms and points of sale (POS) 25–28. A recent study with IQOS POS retailers in Israel suggests that PMI increased direct marketing to the POS after an advertisement ban went into effect 3 29. Exploring trends in adspend, before and after various regulatory decisions, may provide insight into how tobacco companies respond to these regulatory changes, and which products are prioritised.…”

“…In addition, tobacco company advertisements might target certain subpopulations 28 30–33. For example, menthol cigarette advertising has disproportionately targeted the African-American community in the USA with more frequent ads and using relatable cultural icons 28–30. American Indians and Alaska natives have been targeted by Natural American Tobacco, which uses their traditional symbols and colours 33.…”