Philip Morris Limited (PML) has launched HEATWAVE OPEN, a digital trade engagement platform to provide online support for convenience retailers stocking IQOS.

Exclusively available to retailers enrolled in PML’s HEATWAVE OPEN programme, the platform serves as the sole channel for retailers to order IQOS ILUMA, the latest advancement in tobacco heating technology introduced in the UK last year.

HEATWAVE OPEN provides a range of support services, educational tools, and reward schemes to help retailers get the most out of stocking PMI’s smoke-free portfolio. It includes 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.

The platform also offers peer-to-peer guidance through the ‘IQOS ICONS’ section, featuring brief, informative videos from IQOS sales achievers, that provide insights into product information, sales strategies, and the advantages of stocking IQOS ILUMA and TEREA.

Head of commercial planning UK and Ireland at PML Silviu Miron said: “We acknowledge the crucial role digital platforms like HEATWAVE OPEN play in supporting retailers during this critical juncture in the UK market. With IQOS surpassing Marlboro in total net revenues, a significant market evolution is well underway, where smoke-free products are overtaking traditional alternatives. HEATWAVE OPEN equips retailers with the tools, resources, and products needed not only to navigate this shift but also to thrive in the emerging smoke-free era.”