Approximately one month after launching TAAT™ fo
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Posted On: 01/24/2022 9:12:27 AM
Approximately one month after launching TAAT™ for the first time in Ohio, the Company announced a statewide video advertisement campaign on over 10,400 gas pump displays, reportedly leading to numerous smokers aged 21+ requesting TAAT™ in a given station’s retail store after viewing the video advertisement. After evaluating purchasing interactions at fuel retail points of sale, the Company has identified several opportunities to optimize its in-store activations in gas stations, to include the following:
Countertop and Pump Signage/Displays: Because the concept of a nicotine-free and tobacco-free alternative to cigarettes is unprecedented for many smokers aged 21+, the Company plans to implement conspicuous brand fixtures for countertops in gas stations as well as fuel pumps, explicitly conveying the value proposition of TAAT™ (e.g., its “Beyond Nicotine™” slogan). As this form of promotion is prohibited for tobacco products in the United States, this is a unique opportunity to capture the attention of smokers aged 21+ as a method for activation at the point of sale for tobacco products.
Staff Training and In-Store Audits: Given the fairly routine nature of a tobacco cigarette purchase by a current smoker aged 21+ with an existing brand preference, in-store personnel can play a key role with respect to introducing the idea of an alternative such as TAAT™ Original, Smooth, or Menthol at the point of sale. To this end, the Company plans to work with its wholesale partners to institute sales training programs for staff in an effort to open more dialogues for the purpose of driving conversions. Correspondingly, TAAT™ plans to privately conduct audits to ensure sales procedures are being followed, in line with standard in-store evaluation protocols for the CPG industry.
“TAAT™ Twos” Small-Format Samples: Throughout 2021, anecdotes from TAAT™ retailers indicated that smokers aged 21+ were often hesitant to purchase a full 20-stick pack to sample TAAT™ for the first time. Because tobacco cigarettes are not offered in “sample” pack sizes, TAAT™ plans to capitalize on this deficit by offering “TAAT™ Twos”; a two-stick pack of TAAT™ Original, Smooth, or Menthol as an approachable and low-cost option for sampling TAAT™. The Company believes that by lowering the barrier to sampling TAAT™ it could improve conversion rates in settings such as gas stations.
Integration with Chain-Wide Programs: Beginning this year, the Company will actively seek to participate in chain-wide programs of the national gas station chains whose stores currently carry TAAT™ products, to optimize conversions at the store level with the assistance and supervision of the franchisor. By doing so, the Company could more easily penetrate new markets that are not serviced by its existing distributors through potential rollouts led by a given gas station chain at the corporate level.
https://www.globenewswire.com/news-release/20...hains.html
Countertop and Pump Signage/Displays: Because the concept of a nicotine-free and tobacco-free alternative to cigarettes is unprecedented for many smokers aged 21+, the Company plans to implement conspicuous brand fixtures for countertops in gas stations as well as fuel pumps, explicitly conveying the value proposition of TAAT™ (e.g., its “Beyond Nicotine™” slogan). As this form of promotion is prohibited for tobacco products in the United States, this is a unique opportunity to capture the attention of smokers aged 21+ as a method for activation at the point of sale for tobacco products.
Staff Training and In-Store Audits: Given the fairly routine nature of a tobacco cigarette purchase by a current smoker aged 21+ with an existing brand preference, in-store personnel can play a key role with respect to introducing the idea of an alternative such as TAAT™ Original, Smooth, or Menthol at the point of sale. To this end, the Company plans to work with its wholesale partners to institute sales training programs for staff in an effort to open more dialogues for the purpose of driving conversions. Correspondingly, TAAT™ plans to privately conduct audits to ensure sales procedures are being followed, in line with standard in-store evaluation protocols for the CPG industry.
“TAAT™ Twos” Small-Format Samples: Throughout 2021, anecdotes from TAAT™ retailers indicated that smokers aged 21+ were often hesitant to purchase a full 20-stick pack to sample TAAT™ for the first time. Because tobacco cigarettes are not offered in “sample” pack sizes, TAAT™ plans to capitalize on this deficit by offering “TAAT™ Twos”; a two-stick pack of TAAT™ Original, Smooth, or Menthol as an approachable and low-cost option for sampling TAAT™. The Company believes that by lowering the barrier to sampling TAAT™ it could improve conversion rates in settings such as gas stations.
Integration with Chain-Wide Programs: Beginning this year, the Company will actively seek to participate in chain-wide programs of the national gas station chains whose stores currently carry TAAT™ products, to optimize conversions at the store level with the assistance and supervision of the franchisor. By doing so, the Company could more easily penetrate new markets that are not serviced by its existing distributors through potential rollouts led by a given gas station chain at the corporate level.
https://www.globenewswire.com/news-release/20...hains.html
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