THE IMPORTANCE OF

POINT OF SALE

Counter Tobacco

Allison E. Myers, MPH

Kurt M. Ribisl, PhD

Adapted from a presentation given January 16, 2013

Office of Smoking and Health

Centers for Disease Control and Prevention

Atlanta, GA

POS 92%

All Other 8%

POS 76%

All Other 24%

Industry spends $1M/hour at retail

Federal Trade Commission Cigarette and Smokeless

Tobacco Reports

$8.6 Billion Spent in 2013 on cigarette and smokeless tobacco marketing at the point of sale

Smokeless Tobacco Cigarettes

Tobacco Industry Marketing

Expenditures

Federal Trade Commission Smokeless Tobacco Report for 2013. Washington, D.C. 2016 Federal Trade Commission Cigarette Report for 2013. Washington, D.C. 2016.

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 = 0.54 95%[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