The aim of this paper is to explore how vape shops use retail kinship strategies to create a community of loyal customers. Retailing a product shrouded in rhetoric and controversial benefits is risky: a product that may wean consumers from a nasty habit proven to shorten one’s life span yet is banned in Canada and restricted in Australia with a plethora of laws regulating its use. In the UK and Europe the reality is a welcoming of e-cigs as an effective tool to discourage smoking tobacco. Such a product is not only perilous and controversial but requires customised retail strategies to flourish in a kinship manner devoted to their community of customers. The UK e-cigarette industry is facing paradoxical public opinion, contentious medical reports and ever-changing governmental legislation– welcome to the UK e-cigarette market, an industry worth £913 million and 2.6 million users of vape products. (Goldsmith, 2016).
|Title of host publication||ANZMAC 2017 : Marketing for Impact|
|Subtitle of host publication||Conference Proceedings|
|Editors||Linda Robinson, Linda Brennan, Mike Reid|
|Place of Publication||Melbourne|
|Number of pages||4|
|Publication status||Published - 4 Dec 2017|
- retail kinship
- vape retail
- customer communities
Marck, M., Ennis, S., & Caemmerer, B. (2017). Uncovering electronic cigarette shops 'retail kinship' strategies. In L. Robinson, L. Brennan, & M. Reid (Eds.), ANZMAC 2017 : Marketing for Impact: Conference Proceedings (pp. 649-652).