Philip Morris Limited (PML) has unveiled HEATWAVE OPEN, a cutting-edge Digital Trade Engagement Platform designed to bolster online support for convenience retailers stocking IQOS, the world’s number one heated tobacco device[i].
The unveiling coincides with a significant milestone for the company, as Philip Morris International (PMI) recently announced that IQOS has surpassed Marlboro in total global net revenues, establishing itself as PMI’s leading international nicotine brand[ii].
Exclusively available to retailers enrolled in PML’s HEATWAVE OPEN programme, the platform serves as the sole channel for retailers to order IQOS ILUMA, the latest advancement in tobacco heating technology introduced in the UK last year. Retailers can also procure TEREA – the tobacco sticks used exclusively with the IQOS ILUMA device – alongside PML’s broader range of smoke-free products.
HEATWAVE OPEN provides a range of support services, educational tools, and reward schemes to help retailers get the most out of stocking PMI’s smoke-free portfolio. Enhancements include a gamification feature to drive engagement, offering instant rewards upon completion of various activities such as participating in the Watch & Win campaign and completing quizzes and tasks through the Level Up challenge.
Moreover, the platform offers dynamic peer-to-peer guidance through the ‘IQOS ICONS’ section, featuring brief, informative videos from standout IQOS sales achievers. These videos provide valuable insights into product information, sales strategies, and the advantages of stocking IQOS ILUMA and TEREA.
In a bid to enhance user experience, the platform interface has undergone a significant transformation, incorporating video content for a more dynamic interaction and concise, informative copy with colour blocking for simplified navigation.
Silviu Miron, Head of Commercial Planning UK and Ireland at PML, emphasised the strategic timing of HEATWAVE OPEN’s launch to coincide with the introduction of IQOS ILUMA and TEREA, highlighting the significance of retailers recognising IQOS’ ascent to PMI’s leading international nicotine brand[iii] as a pivotal moment.
Miron stated, ‘We acknowledge the crucial role digital platforms like HEATWAVE OPEN play in supporting retailers during this critical juncture in the UK market. With IQOS surpassing Marlboro in total net revenues[iv], a significant market evolution is well underway, where smoke-free products are overtaking traditional alternatives. HEATWAVE OPEN equips retailers with the tools, resources, and products needed not only to navigate this shift but also to thrive in the emerging smoke-free era.’
[i] PMI global estimate of total In-Market Sales of Heated Tobacco Units as of June 2023
[ii] Philip Morris International Inc. 2023 Fourth-Quarter & Full-Year Results. (Thursday, February 8th, 2024)
[iii] Ibid
[iv] Ibid
[v] Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free. “95% less” represents the average reduction in levels of the 9 chemicals recommended for reduction in cigarette smoke by the World Health Organization, which do not include nicotine. See Important Information here
[vi] Claim compares (i) the cost of smoking an average priced pack of cigarettes (with king size filter) per day, and (ii) the cost of buying an IQOS ILUMA ONE Starter Kit (RRP £39), and then consuming one pack of TEREA daily (RRP £6). In February 2024, the average price for a pack of cigarettes with king size filter was £15.45 (ONS data). Savings will vary depending on IQOS ILUMA model and Starter Kit selected. For further information, visit www.iqos.com/legal. IQOS ILUMA™ is only compatible with TEREA™ sticks. Using TEREA™ sticks with previous IQOS™ generations may cause damage to your device. TEREA™ sticks contain a metal part; do not disassemble. Keep out of reach of children.
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