With IQOS, the tobacco company Phillip Morris is reinventing itself and with the introduction of the new innovative product, also the marketing is changing as Phillip Morris relies on classic campaigns as well as on temporary stores in good locations, for what the company uses the know-how and service of Go—PopUp. We spoke with Thorsten Scheib, Director of Marketing and Member of the Board of Management of Philip Morris GmbH in Munich, and examined the concept behind the IQOS stores more closely.
Thorsten, why is Phillip Morris counting on stationary and temporary stores for the launch of the new IQOS brand?
IQOS is a tobacco product that requires a lot of explanation. We therefore need sufficient time with the adult smoker to be able to explain and show our product undisturbed on site. We therefore rely on both, stationary and temporary sales areas. Our stationary boutiques are located in so-called "high-street" locations, where a corresponding number of consumers are passing by. With the temporary stores it is possible to react flexibly on that. This approach makes sense above all because we launched IQOS Germany-wide in May of this year and quickly make our product available to a large number of adult smokers.
"Our stationary boutiques are located in so-called "high-street" locations, where a corresponding number of consumers are passing by and with the temporary stores it is possible to react flexibly on that."
What concept is behind the IQOS stores?
As I said before, IQOS needs a lot of explanation. In addition, such a product did not exist at all before in the market. We therefore have many challenges in introducing such a new product. Our boutiques make a significant contribution to the branding of IQOS. Adult smokers can experience our tobacco heating system IQOS and the associated HEETS with all their senses. The design of our IQOS boutiques is very reduced, modern and focused on the product. At the same time we want to create an inviting and warm atmosphere for our visitors, which places great emphasis on natural materials. An example: We use a lot of high-quality wood, ash and walnut in the interior. At IQOS, real tobacco is heated: in our design with natural elements, we build the bridge to tobacco, which is also a natural product. Like many major brand owners, we use so-called signature elements in our retail design, i.e. components with a high recognition value, which can be found in all our retail areas throughout Germany. Responsible for the global retail concept is the world-renowned industrial designer Yves Béhar.
What role does the space play for the customer experience?
The retail space plays a very important role. Many adult smokers are interested in IQOS and want to get to know, touch and try this innovative product. In addition to taste, the consumption of tobacco products has a lot to do with touch and ritual - the interest is correspondingly high - and accordingly we need a lot of space in our boutiques. The time customers spend in our boutiques and pop-up stores is very long.
How do you decide on a location for an IQOS store?
We are initially looking for high-frequency locations in 1-A downtown locations with the right retail environment for us. Ultimately, a location is made up of a combination of many factors, including availability, price, location, consumer frequency, and more. Also important is the division of the premises. In our boutiques, interested parties can not only buy IQOS, but we create an extraordinary so-called "consumer experience". In the boutique, adult smokers get to know IQOS and the heat-not-burn technology and its benefits, get in touch with our boutique staff and try IQOS and the related hays. Of course we need a corresponding area in an exposed location.
Have the brand building measures been successful so far?
Yes, very successful. They are even above expectations. We will open more IQOS boutiques in major German cities in the coming months. Recently we are also in Düsseldorf in Flinger Strasse and in Cologne in Schildergasse.
"The retail trade is changing, and here too the trend is towards digitization. But I am convinced there will always be a need for offline locations."
Were the IQOS stores supplemented or accompanied by further measures or campaigns?
The IQOS boutiques are accompanied with various marketing measures, including out-of-home campaigns. And the boutiques themselves are an essential part of our marketing funnel. Here we personally engage with adult smokers after they have become aware of the IQOS brand and boutiques through out-of-home advertising or other channels.
What do you think is the future of the retail and the customer of the future?
The retail trade is changing, and here too the trend is towards digitization. But I am convinced there will always be a need for offline locations. For example, if you want to explain something as innovative to adult smokers as IQOS.
Thanks Thorsten for the interview. #gopopup