The paper investigates the retail strategies UK vape shops have deployed to retain loyal customers and remain profitable. Vaping is the act of inhaling vapor produced by a vaporizer or electronic cigarette. Retailing a product shrouded in rhetoric and controversial benefits is risky: a product that weans smokers from a nasty habit proven to shorten one’s life span yet is banned in Canada and restricted in Australia. Many tobacco smokers are turning to e-cigarettes as a cessation method to quit smoking. Interviews were conducted with vape shop managers in three UK cities during March and April, 2018. The value of the paper is discovering the retail strategies needed to be profitable in this ever changing, highly competitive industry. The findings are linked to ‘retail kinship’ and ‘experiential retail’. The paper provides practitioners key retail strategies that will boost their sales and retain customers.
|Publication status||Published - 3 Dec 2018|
|Event||Australia and New Zealand Marketing Academy Conference - University of Adelaide, Adelaide, Australia|
Duration: 3 Dec 2018 → 5 Dec 2018
|Conference||Australia and New Zealand Marketing Academy Conference|
|Period||3/12/18 → 5/12/18|
- retail strategies