Earlier this year, Impact carried out some research amongst smokers in the UK to understand the barriers to vaping and what could be done to overcome them. Nationwide campaigns show great potential, but how can brands capitalise on this momentum?
As the vaping category continues to develop in the UK, the challenge for e-cigarette companies is not just how to attract smokers, but also how to maintain a strong relationship with existing users, to help prevent them lapsing back to a ‘cigarette-only’ lifestyle.
PREVENTING YOUR CUSTOMERS LAPSING BACK TO CIGARETTES
Coming after a period of significant growth between 2012 and 2016, the number of vapers in the UK has started to show signs of a slowdown. So what more should vaping brands be doing to convince the ‘cigarette-only’ smokers to start a journey into vaping?
Known for its slick and discrete design and easy to use device, JUUL has grown rapidly in the US. But will they be able to replicate this success with their UK launch? Impact investigates through its social listening platform and online survey.
The debate about providing e-cigarettes by doctor’s prescription rumbles on, so Impact decided to ask 516 smokers in the UK if having e-cigarettes available through the National Health Service (NHS) would influence them to switch.