Philip Morris launches new digital trade platform to support IQOS retailers

Philip Morris Limited (PML) has unveiled Heatwave Open, a cutting-edge digital trade engagement platform designed to bolster online support for convenience retailers stocking its heated tobacco device IQOS.

The unveiling coincides with a significant milestone for the company, as Philip Morris International (PMI) recently announced that IQOS has surpassed Marlboro in total global net revenues, establishing itself as PMI’s leading international nicotine brand.

Exclusively available to retailers enrolled in PML’s Heatwave Open programme, the platform serves as the sole channel for retailers to order IQOS ILUMA, the latest advancement in tobacco heating technology introduced in the UK last year. Retailers can also procure TEREA – the tobacco sticks used exclusively with the IQOS ILUMA device – alongside PML’s broader range of smoke-free products.

Silviu Miron, head of commercial planning UK and Ireland at PML, emphasised the strategic timing of Heatwave Open’s launch to coincide with the introduction of IQOS ILUMA and TEREA, highlighting the significance of retailers recognising IQOS’ ascent to PMI’s leading international nicotine brand as a pivotal moment.

“We acknowledge the crucial role digital platforms like Heatwave Open play in supporting retailers during this critical juncture in the UK market,” Miron said.

“With IQOS surpassing Marlboro in total net revenues, a significant market evolution is well underway, where smoke-free products are overtaking traditional alternatives. Heatwave Open equips retailers with the tools, resources, and products needed not only to navigate this shift but also to thrive in the emerging smoke-free era.”

Heatwave Open provides a range of support services, educational tools, and reward schemes to help retailers get the most out of stocking PMI’s smoke-free portfolio. Enhancements include a gamification feature to drive engagement, offering instant rewards upon completion of various activities such as participating in the Watch & Win campaign and completing quizzes and tasks through the Level Up challenge.

The platform also offers dynamic peer-to-peer guidance through the ‘IQOS ICONS’ section, featuring brief, informative videos from standout IQOS sales achievers. These videos provide valuable insights into product information, sales strategies, and the advantages of stocking IQOS ILUMA and TEREA.

In a bid to enhance user experience, the platform interface has undergone a significant transformation, incorporating video content for a more dynamic interaction and concise, informative copy with colour blocking for simplified navigation.