The importance of point of sale
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The Importance of Point of sale. Counter Tobacco Allison E. Myers, MPH Kurt M. Ribisl, PhD. Adapted from a presentation given January 16, 2013 Office of Smoking and Health Centers for Disease Control and Prevention Atlanta, GA. Industry spends $1M/hour at retail. $7,673,534,192.

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The Importance of Point of sale

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The importance of point of sale

The Importance of Point of sale

Counter Tobacco

Allison E. Myers, MPH

Kurt M. Ribisl, PhD

Adapted from a presentation given January 16, 2013

Office of Smoking and Health

Centers for Disease Control and Prevention

Atlanta, GA


The importance of point of sale

Industry spends $1M/hour at retail

$7,673,534,192

2011 spent on cigarette and smokeless marketing, advertising and promotion at the point of sale

Federal Trade Commission Cigarette and Smokeless Reports

Cigarettes

Smokeless


The importance of point of sale

Industry is buying health behavior impact

Consider three customer segments:

NEVER-SMOKER

SMOKER

TRYING TO QUIT


The importance of point of sale

Consider three customer segments:

NEVER-SMOKER


The importance of point of sale

Shopping, brand impressions prompt initiation

NEVER-SMOKER

Henriksen, et al., 2010, Pediatrics

GREATER VISIT FREQUENCY, GREATER BRAND IMPRESSIONS

= HIGHER ODDS OF INITIATION


The importance of point of sale

From never-smoker to established-smoker

NEVER-SMOKER

PUFFER

Greater ADVERTISING in stores

= 8% higher odds of becoming a puffer.

Slater, et al. (2007) Arch Pediatr Adolesc Med


The importance of point of sale

From never-smoker to established-smoker

NEVER-SMOKER

PUFFER

EXPERIMENTER

ESTABLISHED

Greater ADVERTISING in stores

= 8% higher odds of becoming a puffer.

Greater PROMOTIONS in stores increase odds of youth moving towards higher levels of uptake.

Slater, et al. (2007) Arch Pediatr Adolesc Med


The importance of point of sale

Retailer density linked to prevalence

LOW DENSITY

(1-5) (n=43)

HIGH DENSITY

(>5) (n=47)

NO RETAILERS

(n=45)

SCHOOL

SCHOOL

SCHOOL

15.1% prevalence

11.9% prevalence

13.6% prevalence

Henriksen, et al., 2008: Preventive Medicine

AREAS WITH HIGHER RETAILER DENSITY (>5) WITHIN WALKING DISTANCE HAD HIGHER OVERALL SMOKING PREVALENCE (15.1%)


The importance of point of sale

Consider three customer segments:

SMOKER

TRYING TO QUIT


The importance of point of sale

Cigarette display cues craving

SMOKER

Carter, et al., 2006, Nicotine & Tobacco Research

PICTURE OF EIGHT CIGARETTE PACKS INCREASED CRAVING AMONG NICOTINE-DEPRIVED AND NON-NICOTINE DEPRIVED SMOKERS


The importance of point of sale

Cigarette displays prompt impulse purchase

TRYING TO QUIT

SMOKER

Wakefield, et al., 2008, Addiction

SMOKERS NOTICE THE DISPLAY. SOME GET THE URGE TO BUY.

SOME BUY, EVEN THOUGH TRYING TO QUIT


The importance of point of sale

Residential proximity linked to quit success

250 m

OR = 0.54

95%[CI] = 0.33, 0.87

<250 m vs. ≥250m

TRYING TO QUIT

Reitzel, et al., 2010, American Journal of Public Health

LOWER ODDS OF SMOKING ABSTINENCE WITH

CLOSER RESIDENTIAL PROXIMITY TO TOBACCO RETAILER


The importance of point of sale

Summary: $1M/hour well spent

New York Data – What’s In Store Campaign

Retail marketing:

  • Prompts initiation

  • Promotes daily consumption

  • Discourages quitting


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