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product news: Imperial Tobacco releases video guide

12 August, 2016

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 (EU Tobacco Products Directive II) and standardised packaging legislation, and the need for competitive pricing.

Retailers are able to view the video on its trade site www.imperial-trade.co.uk, and via our retailer reward programme www.imperial-ignite.co.uk

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

Sophie Hogg, head of sales and marketing, Imperial Tobacco UK&I, commented: “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 20 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."