Juul targets c-stores with greatly expanded field team

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American vaping brand Juul has announced a major investment in its field sales team as it switches focus from specialist vape shops to the convenience channel.

The investment will see the company triple its field force by the end of April, bringing the number of business development executives to 75.

John Patterson, Sales Director for Juul Labs UK, explained the company’s tactics: “For the UK launch, we followed the same process as we did when we launched in the States in 2015 – get into specialist vape, then into some key accounts before heavily targeting convenience. That strategy worked incredibly well for us and Juul now has over 75% of the vape market in US convenience.

“We are incredibly excited about our roll out into symbol and convenience as Juul is a brand that has already resonated with adult smokers in the UK through the vape channel and Sainsbury’s. There is a real appetite for the brand and we now want to ensure that current Juul users and those smokers who want to make the switch from tobacco can easily find Juul in their local store.”

Steve Lintott, Head of Field Sales, oversees the new expanded team: “While many companies are scaling down or permanently using third party and sales agency staff to call on the independent trade, we wanted to show retailers that we are committed to growing Juul and the vape category in the UK by investing in our own people.

“Our representatives will live, breathe and fully understand not only the Juul brand and its mission, but also be experts in the vaping category to help retailers maximise the opportunity, as we aim to improve the lives of UK adult smokers.”

In addition to engaging retailers, delivering stock, providing POS, insight and category education, the new team will also enforce the company’s Challenge 25 policy, which all Juul stockists must adhere to.

Lintott said: “We are only interested in targeting adult smokers and Challenge 25 is a prerequisite for any Juul retailer. Our mission – to improve the lives of the world’s one billion adult smokers – is a big responsibility and we need to ensure that our retail partners, big and small, value our mission and act responsibly.”

The Juul range available to convenience and symbol retailers is: Juul Starter Pack (device, charger and four sample Juulpods – RSP £29.99) and five 4-pack flavoured Juulpods refills – Golden Tobacco, Glacier Mint, Mango Nectar, Royal Creme and Apple Orchard (RSP £9.99). Juulpods are also available in a 2-pack with an RSP of £5.99.

Retailers interested in stocking should contact uksales@juul.com.

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