JTI UK has evolved its salesforce and transitioned its award-winning team into JTI business advisers to offer its valued trade partners unrivalled, best-in-class support.

JTI’s business advisers are now allocated smaller, dedicated catchment areas where they are responsible for every trading channel within it – from independent and symbols to key multiple grocers and wholesale. But what does a day look like for these total category experts? How do they support trade partners? JTI UK talks to business adviser, Jade Johnson.

What is the role of a JTI business adviser?

We help to identify commercial opportunities and advise retailers on what JTI UK products to stock to maximise sales and respond to consumer demand. We can also provide additional information, such as tackling illicit trade in the local area or advice on youth access prevention.

What’s the benefit of working across mutliple channels?

Working across various channels means that we have a birds-eye view of what is happening at every transaction point within a specific geographical location. Having this level of visibilty means we can implement multi-channel strategies that benefit both retailers and wholesalers.  

What does a typical day look like for you?

We visit around eight partners per day and activities can range, from checking a retailer’s gantry and identifying what products are performing well to supporting with merchandising. We also educate staff on new products and support them to maximise the opportunity and drive sales.

How do you work with retailers?

With legislation changing regularly in the industry, we’re on hand to offer expert support whenever challenges arise. We also work closely with retailers to ensure they’re following current guidance on retailing responsibly – from tackling illicit tobacco to following age verification checks. We also have incentives in place as a thank you for working with us.

How can retailers make the most of the support available to them?  

We work collaboratively with retailers so they have the knowledge and tools they need to be successful. We encourage retailers to visit our trade website, JTI Advance, which provides a wealth of information on responsible retailing, including staff training guides.

What’s the most rewarding part of the job?

For me, it’s showing retailers a brand-new product and then seeing the success it brings them once they stock it. It shows that there is a high level of trust in the relationship.

If a retailer isn’t sure who their JTI business Adviser is, how can they find out?

We already regularly visit most retailers across the UK market but it’s easy to find out by calling JTI UK’s Customer Care line on 0800 163503¹.

Three top tips

1. Knowledge is key: Having up-to-date knowledge on the latest products and innovations within the category, such as heated tobacco and nicotine pouches, helps to add extra-value to customer relationships.
2. Ensure consistent product availability: Retailers should always maintain good stock levels so they can meet customer needs, otherwise retailers could be losing out on valuable sales.
3. Use us, your Business Advisers: We’re an extension of your team and are here to help with any question, big or small. We offer personalised advice for you and can assist you in making the most of the tools and resources that JTI UK offers.

¹ Calls to these telephone numbers may be recorded.