Philip Morris Limited (PML) has unveiled Heatwave Open, an online platform to help retailers make the most of stocking its Iqos heated tobacco device.

Heatwave Open is exclusively available to retailers enrolled in PML’s programme of the same name, and serves as the sole channel for retailers to order its Iqos Iluma device.

It also offers a range of support services, educational tools and reward schemes. There is also peer-to-peer guidance from the ‘Iqos Icons’ section, which features videos from retailers who have had standout success selling Iqos. These retailers give out sales strategies and insights.

PML push for new Iqos Iluma

The launch of Heatwave Open coincides with PML’s announcement that Iqos has recently surpassed Marlboro in total global net revenues to establish itself as the supplier’s top international nicotine brand, as well as the world’s number one heated tobacco device.

Silviu Miron, head of commercial planning UK and Ireland at PML, said: “We acknowledge the crucial role digital platforms like Heatwave Open play in supporting retailers during this critical juncture in the UK market. 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.”

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