A Go Local Extra store in Cheadle has reported a significant uplift in vape sales after introducing a full dedicated range supported by a professional in-store display, which has strengthened its position as a destination for vape shoppers in the area.
Since installing a digital vape bay with a media screen in November, sales across the category have risen by 40 per cent, supported by strong in-store promotional offers. The move followed changes in legislation after the ban on disposable vapes last June, which led experienced retailer Andy Campbell to review how the category was presented and managed.
Previously displayed alongside the spirits range, vape products are now showcased in a purpose-built unit that clearly presents the full range while supporting regulatory compliance and customer confidence. The new digital advertising space has significantly enhanced the overall offer without impacting sales elsewhere in the store and has also helped drive additional footfall.
Andy has run his Cheadle store for 32 years and traded under the Go Local Extra fascia for seven years, and is the current Go Local Awards Retailer of the Year. He says the results have exceeded all expectations: “We have a full range of vape products on display now. Following the regulatory changes after the banning of disposable vapes last year, I wanted to ensure that we had the confidence to stock vape products that we knew would prove popular and sell well. Working in partnership with Parfetts has helped overcome this, and by committing to a full range in-store and offering great value for money across the whole range, it has really boosted sales.
“We aimed to make this a professional and well-presented destination for vape customers, and feedback has been extremely positive. Customers are impressed with our range and the regular promotions, which are translating into boosted sales. More are requesting specific flavours, which, if not in stock, I can check availability via the Parfetts app and place an order. This is great for building individual customer relationships.
“I have always viewed my relationship with Parfetts as a genuine partnership. They listen to my ideas and back them because they recognise that I understand my customers. The success of the vape range highlights how strong that partnership is, and it is also helping to increase basket spend throughout the store.”
The success at Go Local Extra Cheadle reflects a wider focus from Parfetts on strengthening its vape proposition, supporting retailers with range clarity, compliance and presentation at a time when confidence in the category is critical.
John O’Neill, retail sales controller at Parfetts, said: “The vape category is evolving quickly, and as an employee-owned business, we are able to invest time and resource to ensure we are offering retailers a clear, responsible and fully compliant solution. That means the right products, the right guidance and the confidence to trade professionally in a growing sector.
“We have raised our game in vapes by working closely with suppliers and retailers to understand what sells, how ranges should be presented and how to navigate regulatory change. Stores like Andy’s show what can be achieved when retailers commit to the category with the right support. It is not just about maximising sales, it is about building a credible long-term offer that customers trust.”
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