Philip Morris Ltd is aiming to roll out a retailer education program across the UK later this year as part of its campaign to fight the illegal tobacco trade, according to a Talking Retail story quoting the Independent Retail News.
PML carried out a trial program in the city of Manchester and is now evaluating the feedback from the retailers who took part in what is called the ‘Ex-It’ campaign.
“We are looking at a national launch this year,” corporate affairs director, UK and Ireland, James Barge, was quoted as saying. “We are highly encouraged by the early results.”
PML used its newly created sales force to educate unaffiliated retailers in the city about the impact the illegal tobacco trade can have on their businesses and local communities.
The campaign included POS (point-of-sale) posters with messages such as ‘I care about the community, that’s why I don’t sell illegal tobacco’.
Manchester was chosen after a survey showed that the amount of illicit tobacco products available in the city had doubled over a year.
Test purchasers in the city were able to buy illicit tobacco products on 32 separate occasions over a three-day period, through fast food outlets and shops, including carpet shops, and even from road sweepers.