UK vape supplier Phoenix 2 Retail has begun a pilot vape gantry fit-out across wholesalers Parfetts’ symbol group, Go Local, to update their behind-the-counter displays.
The project, which is expected to take three months, will see Phoenix 2 Retail installing its Vape Local gantries in up to 50 convenience stores across the country to “better promote the category and represent the full range of products,” it said.
Phoenix 2 Retail has supplied Parfetts with vapes since last year and is carrying out the installations as part of the arrangement to help boost sales of the products in stores.
The refit follows a previous project to remodel the tobacco rooms at Parfetts’ nine UK depots, refreshing the appearance of the rooms and reallocating space to better accommodate vapes and other smoking cessation products.
The work also involved creating a full redesign, wrapping each tobacco room in digital screens delivering live brand messaging, promotional content and category communications in real time.
The new project will now take this work into Go Local’s retail space by providing displays which accommodate a wide variety of product sizes and formats, namely pods, devices, accessories and liquids, utilising adjustable shelving and modular components.
Young category
Tim Heathorn, national account controller at Phoenix 2 Retail, said: “The vape category is still young but is constantly evolving and, as a result, many retailers’ gantry systems are not optimised for displays of the latest generation of products.
“Often it’s because they were originally designed to display tobacco products and were then used for disposable vapes, which were straightforward to stock and easy for customers to spot on the shelves.
“Following last year’s ban, the product range has become far more complex and it’s ever evolving, meaning it can be harder for customers to make sense of the product range. This leads to confusion about what to buy, which means retailers are missing out on sales.”
Figures show the new gantries generate a significant uplift in sales per week, while their flexibility means retailers will be able to tweak their displays to remain compliant with possible future government restrictions.
One Go Local store which has received its new gantry is Go Local Extra Hursthead convenience in Cheadle Hume, operated by Andy Campbell. He said: “Since the new fixture was installed, we’ve increased our sales of vapes by over 40%, which demonstrates the impact that a well-planned range, professional merchandising and strong supplier partnerships can have.
“It’s allowed us to offer our customers the latest products at competitive prices and we’ve become a recognised destination for vape products in our area. We can now continue to grow the category while providing both new and returning customers with the best shopping experience.”
Helping retailers succeed
John O’Neill, retail operations controller at Parfetts, added: “We’re committed to helping our independent retailers succeed, so we welcome the availability of the new vape gantries across our stores.
“They provide retailers with a dedicated range of the market’s best-selling vape products, making it easier to stock the lines consumers are looking for whilst also trading legally and responsibly with compliant stock.
“Supported by Phoenix 2 Retail representatives, the range will be reviewed regularly to ensure it stays aligned with the latest shopper trends, giving our retailers the right products to grow sales and better serve their local communities.”
No comments yet