Imperial launches video guide to new legislation

Still from Imperial Tobacco's video

As part of its Partnering for Success initiative, Imperial Tobacco has released a new video offering guidance to the independent trade around the EUTPD II and standardised packaging legislation.

Retailers can view the video on Imperial Tobacco’s trade site and via its retailer reward programme.

The video explains how important pricemarked packs have become in reassuring shoppers in the independent channel that they’re buying a product that represents great value. Owing to the recently implemented EUTPD2 and standardised packaging legislation, PMPs have gradually begun to disappear from the market since 20th May 2016 – and can no longer be sold from 20th May 2017.

This potentially means the significance of competitive pricing has never been greater, with defined pricing strategies helping independent retailers ensure the loyalty of their tobacco shoppers while also protecting in-store footfall and basket spend.

Sophie Hogg, Head of Sales and Marketing, Imperial Tobacco UK&I said: “PMPs have traditionally been a way of reassuring shoppers that they’re buying a product that represents great value, with almost three-quarters of independent retailers currently choosing to stock them.

“The gradual loss of PMPs from the market as we head towards May 2017 suggests that, moving forwards, retailers will need to reassure their customers that they are not being overcharged for tobacco. Communicating that you sell tobacco products at the recommended retail price or below, for instance, will not only maintain shopper confidence and loyalty, but also protect in-store footfall and basket spend.

“As part of our Partnering for Success initiative we have produced this new video to supplement our START packs and provide retailers with further advice and support around the importance of competitive pricing.”