When it comes to selling tobacco products, good advice is critical to helping retailers maximise their sales potential. JTI explains how.

With legislation changing regularly in the industry, where can retailers turn for trusted and accurate support whenever challenges arise, and how can they be sure they’re following current guidance on retailing responsibly – whether it’s tackling illicit tobacco or following age verification checks?

As noted in The Grocer Guide to Tobacco earlier this year1, environments that allow the retailer to adopt a more consultative approach to tobacco products and stay ahead on category education are the ones most likely to succeed in merchandising them. However, to do this effectively, they require guidance and support from suppliers who are experts in their category field.

Earlier this year, JTI transitioned its award-winning salesforce into JTI Business Advisers to offer its valued trade partners expert support.

The evolution means that JTI’s Business Advisers are now allocated smaller, dedicated catchment areas where they are responsible for every trading channel within it – from independent to key multiple grocers and wholesale. The move means JTI Business Advisers can provide a more bespoke service so they can identify commercial opportunities with their trade partners to an even greater extent.

The advisers are on hand to support retailers across many aspects of their business. They can help identify commercial opportunities and advise retailers on what products to stock across tobacco, vaping, heated tobacco or nicotine pouches to maximise sales and respond to consumer demand, but also provide additional information, such as tackling illicit trade in the local area or advice on youth access prevention. Given UKVIA estimates that as much as 60% of disposable vapes in the UK are either non-compliant or counterfeit2, such support is certainly welcome within the sector.

Working across various channels – from wholesale to independent retailers – means that the team have a birds-eye view of what is happening at every transaction point within a specific geographical location. Having this level of visibility means we can implement multi-channel strategies that benefit both retailers and wholesalers.

They also have a number of incentives in place as a thank you for working with us, which retailers and wholesalers can benefit from.

Jade BA headshot

JTI Advisor Jade Johnson says working collaboratively with retailers to ensure they have all the knowledge and tools they need in order to be successful is key. “We usually visit around eight partners per day and activities can range from checking a retailer’s gantry and recording data so we can identify what products are performing well in-store, to supporting retailers with merchandising to enhance product visibility and help increase sales,” says Johnson.

When the brand launches a new product, the advisors make it a priority to visit retailers to educate staff and support them to maximise the opportunity and drive sales and awareness.

“The most rewarding part of the role for me is showing retailers a brand-new product and then seeing the success it brings them once they stock it in-store,” says Johnson. “It shows that there is a high level of trust in the relationship which is fantastic and fosters a sense of community and collaboration.”


3 ways JTI’s Business Advisers can support you

  1. Knowledge is key: Having up-to-date knowledge on the latest products and innovations within the category, such as heated tobacco and nicotine pouches, is a fantastic way to add extra-value to customer relationships.
  2. Ensure consistent product availability: It is important that retailers always maintain good stock levels to ensure they can meet the needs of the customer. If stock levels are low, you could be losing out on valuable sales.
  3. Use us, your Business Advisers: We’re an extension of your team and are here to help with any question, big or small. We offer personalised advice for you and your store, and can make sure you’re making the most of the tools and resources that JTI offers its valued retail partners.
  • If a retailer isn’t sure who their JTI Business Advisorsis, then it’s easy to find out by calling JTI’s Customer Care line on 0800 163503*
  • JTI’s trade website, JTI Advance, provides a wealth of information on responsible retailing, including staff training guides.

*Calls to these telephone numbers may be recorded


1 https://www.thegrocer.co.uk/guide-to/the-grocer-guide-to-tobacco-vaping-and-accessories/668095.article
2 tba