Rep relationship now more crucial

New app is helping manufacturer combat the trade in illicit tobacco

The Imperial ignite programme offers retailers the chance to bag rewards including iPads and security tools.
The Imperial ignite programme offers retailers the chance to bag rewards including iPads and security tools.

PRICING is key in the highly competitive UK tobacco market according to the JPS, Golden Virginia and Gold Leaf brand owner Imperial Tobacco.

Communications executive Rob Taylor said: “By pricing at RRP or below, independent retailers will retain a competitive edge against the multiples and continue to enjoy the advantages many tobacco shoppers have traditionally brought to local stores; namely increased footfall and basket spend.”

And he stressed that independent retailers who combine competitive pricing with strong category knowledge will find loyalty among adult smokers in their locality.

Taylor said that with manufacturers now restricted as to how they promote their brands, retailer advocacy is more important than ever and that means it is crucial for brands to develop strong relationships with retailers.

The JPS range has been extended with the addition of Real Blue, Silver Stream and Green Edge varieties and with the stricter rules now governing the packaging and promotion of tobacco products, Imperial Tobacco says retailer advocacy for brands and relationships with reps are more important than they have ever been.
The JPS range has been extended with the addition of Real Blue, Silver Stream and Green Edge varieties and with the stricter rules now governing the packaging and promotion of tobacco products, Imperial Tobacco says retailer advocacy for brands and relationships with reps are more important than they have ever been.

He said: “Whether it’s via a rep in-call or within wholesalers’ depots, ensuring retailer advocacy of our tobacco products has come to the fore, as well as the importance of attractive retailer award programs like Imperial’s ignite.”

Ignite is a trade partner programme that Imperial says is designed to help independent retailers achieve the highest standards in tobacco retailing.

Retailers who join the programme are given a range of targets and are offered support from their Imperial Tobacco representative with category expertise, staff training and innovative tools and solutions.

If they achieve their targets, retailers are awarded with points that can be spent against rewards ranging from shopping vouchers, iPads and tickets to sporting events, to business rewards including security items such as CCTV systems.

Imperial has also launched a scheme to combat the trade in illicit tobacco products.

We have already seen four successful seizures in conjunction with local police and Trading Standards.

Taylor explained: “Imperial is the only UK tobacco manufacturer with a dedicated field-based Anti-illicit Trade team, and we’ve now launched our unique Suspect it? Report it! app.

“All members of our sales force have the app loaded onto their tablets, allowing them to collect and process information supplied by retailers in total anonymity.”

He said that before the app was in use Imperial was averaging between ten and 20 illegal tobacco reports per month and in the first month with the app, that number rose to over 1,002.

He added: “We have already seen four successful seizures in conjunction with local police and Trading Standards as a result.

“If any retailers suspect illegal tobacco activity in their area, we recommend they should ask their Imperial rep about SARA.”

Stressing the importance of innovation in the category, Taylor said Imperial had recently added three extensions to its JPS cigarette range Real Blue, Silver Stream and Green Edge.