Investigating the retailing strategies of vape-shops in the UK

Marck, Michael and Ennis, Sean and Casey, Bruce; Sinha, Ashish and Cadeaux, Jack and Bucic, Tania, eds. (2015) Investigating the retailing strategies of vape-shops in the UK. In: ANZMAC Conference Proceedings 2015. ANZMAC, Sydney.

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    Abstract

    The aim of this working paper is to investigate the retailing strategies of 'vape shops' in the UK. These independent stores sell electronic cigarettes and vaporizers that are battery powered nicotine delivery devices. These devices are characterised as, mystique, novel, and risky with obscure benefits. The value and innovativeness of this study involves a new, niche retail sector that is serving customers with products that are highly controversial and even banned in certain countries including Canada and Australia. The contribution to marketing academics and industry practitioners is significant since there are interesting learning outcomes from this nouveau retail sector. Vape shops in the UK have become an influential retail outlet for customers seeking a healthier nicotine fix while being a viable community business that has sifted through negative publicity and a quagmire of stories and beliefs about the benefits and hazards of vaping.