THE IMPORTANCE OF POINT OF SALE

Counter TobaccoAllison E. Myers, MPHKurt M. Ribisl, PhD

Adapted from a presentation given January 16, 2013Office of Smoking and HealthCenters for Disease Control and PreventionAtlanta, GA

Industry spends $1M/hour at retail

Federal Trade Commission Cigarette and Smokeless

Reports

$7,196,000,0002010 spend on cigarette and smokeless marketing, advertising and promotion at the point

of sale

POS60%

All Other40%

Smokeless

POS87%

All Other13%

Cigarettes

Industry is buying health behavior impact

NEVER-SMOKER SMOKER TRYING TO QUIT

Consider three customer segments:

NEVER-SMOKER

Consider three customer segments:

Shopping, brand impressions prompt initiation

Henriksen, et al., 2010, Pediatrics

GREATER VISIT FREQUENCY, GREATER BRAND IMPRESSIONS = HIGHER ODDS OF INITIATION

NEVER-SMOKER

From never-smoker to established-smoker

NEVER-SMOKER

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

PUFFER

Greater ADVERTISING in stores = 8% higher odds of becoming a puffer.

From never-smoker to established-smoker

NEVER-SMOKER

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

PUFFER

Greater ADVERTISING in stores = 8% higher odds of becoming a puffer.

EXPERIMENTER ESTABLISHED

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

Retailer density linked to prevalence

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

Henriksen, et al., 2008: Preventive Medicine

SCHOOL SCHOOL SCHOOL

NO RETAILERS(n=45)

LOW DENSITY (1-5) (n=43)

HIGH DENSITY (>5) (n=47)

11.9% prevalence

13.6% prevalence

15.1% prevalence

SMOKER TRYING TO QUIT

Consider three customer segments:

Cigarette display cues craving

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

SMOKER

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

Cigarette displays prompt impulse purchase

SMOKERS NOTICE THE DISPLAY. SOME GET THE URGE TO BUY. SOME BUY, EVEN THOUGH TRYING TO QUIT

Wakefield, et al., 2008, Addiction

SMOKER TRYING TO QUIT

TRYING TO QUIT

Residential proximity linked to quit success

LOWER ODDS OF SMOKING ABSTINENCE WITH CLOSER RESIDENTIAL PROXIMITY TO TOBACCO RETAILER

250 m

OR = 0.5495%[CI] = 0.33, 0.87<250 m vs. ≥250m

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

Summary: $1M/hour well spent

Retail marketing:

• Prompts initiation

• Promotes daily

consumption

• Discourages quitting

New York Data – What’s In Store Campaign