Parfetts has joined forces with Phoenix 2 Retail to roll out new vape gantries across 50 Go Local retailers to better promote the category and boost sales.
The trial project, which is expected to take three months, will update the vape displays behind the counter and help to represent the full range of products with adjustable shelving and modular components, the businesses said.
Phoenix 2 Retail has been supplying Parfetts with vapes since last year and is carrying out the installations to boost sales in stores.
The Go Local Extra store in Cheadle Hulme, operated by Andy Campbell, said the new gantry had increased sales by 40%, demonstrating the impact that “a well-planned range, professional merchandising and strong supplier partnerships can have”, he said.
“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,” added Campbell. “We can now continue to grow the category while providing both new and returning customers with the best shopping experience.”
Parfetts retail operations controller John O’Neill said: “At Parfetts, 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.”
The refits follow a previous project with Phoenix 2 Retail which involved the business remodelling the tobacco rooms at Parfetts’ nine UK depots.
The work involved refreshing the appearance of the rooms and reallocating space to better accommodate vapes and smoking cessation products, as well as installing digital screens to deliver live brand messaging, promotional content and category communications.
Phoenix national account controller Tim Heathorn 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, ultimately, the retailers are missing out on sales.”
The project comes as the Department of Health and Social Care launched a 12-week consultation last month, which included proposals to restrict displays of vaping and nicotine products as part of its efforts to stop young people vaping.
The convenience sector has warned about the significant costs and operational challenges these proposals would bring to their businesses.
Phoenix 2 Retail said the flexibility of the new gantries meant retailers will be able to tweak their displays to remain compliant with possible future government restrictions.
No comments yet