Philip Morris Limited (PML) has invested in strengthening the digital support it offers retailers through the launch of a new Digital Trade Engagement platform. 

Accessible to retailers registered with PML’s Digital Trade Engagement programme, the platform offers a range of tools, resources and new support services that will help retailers get the most out of stocking IQOS and HEETS heated tobacco sticks.

As well as offering the latest trade incentives for IQOS and HEETS stockists, PML has increased the number of educational resources and online training tools available, to improve knowledge of its expanding portfolio of smoke-free products.

Providing the latest news and updates direct from PML, the platform encourages more peer-to-peer advice sharing and a FAQs section which offers new stockists an initial reference point should they need support.

New features have also been introduced, such as fast-track delivery on PML’s range of HEETS heated tobacco sticks which guarantees retailers receive their product within 24 hours.

There are nine different HEETS variants, ranging from classic tobacco to menthol blends. Each pack contains 20 tobacco sticks at £5 RRP per pack.

Kate O’Dowd, Head of Commercial Planning UK and Ireland at PML, said: “Our field force team are always at the end of the phone for our retail partners; however, we want to ensure they also have access to extensive digital resources and support whenever they might need it.

“With IQOS now the UK’s number one smoke-free product, our new Digital Trade Engagement platform will help retailers meet the growing demand in heated tobacco, while increasing their knowledge of the category and the role it can play in helping smokers move away from cigarettes for good.”

Retailers already signed up to PML’s Digital Trade Engagement programme can explore the site here, whilst those interested in becoming IQOS stockists can contact the PML support team on 0333 320 0777 or email at

PML has also announced it will significantly expand its field force operation so thousands more retailers can stock IQOS, the UK’s number one smoke-free product (Nielsen), in a raft of new cities and regions across the country.

Under the plans, PML will focus on 18 more cities and regions throughout the UK and will boost the support it gives to general trade retailers who stock IQOS, the leading heated tobacco device with specially designed tobacco sticks called HEETS.

The new investment will see PML double the size of its field force – assigning dedicated and fully trained sales representatives to retailers as growing demand in the heated tobacco category increases its market share, nationally.

The UK is now one of the fastest growing markets for HEETS in Europe with first-quarter share among all cigarettes and heated tobacco sticks, reaching 2% in the UK (ibid). In London, HEETS share surpassed 5%, which is more than double this time last year (ibid).

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