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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
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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
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Industry is buying health behavior impact
NEVER-SMOKER SMOKER TRYING TO QUIT
Consider three customer segments:
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NEVER-SMOKER
Consider three customer segments:
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Shopping, brand impressions prompt initiation
Henriksen, et al., 2010, Pediatrics
GREATER VISIT FREQUENCY, GREATER BRAND IMPRESSIONS = HIGHER ODDS OF INITIATION
NEVER-SMOKER
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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.
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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.
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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
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SMOKER TRYING TO QUIT
Consider three customer segments:
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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
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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
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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
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Summary: $1M/hour well spent
Retail marketing:
• Prompts initiation
• Promotes daily
consumption
• Discourages quitting
New York Data – What’s In Store Campaign