Earlier this year, JTI evolved its sales force and transitioned its award-winning team into JTI Business Advisers to offer its valued trade partners unrivalled, best-in-class support.
The evolution means that JTI’s Business Advisers are now allocated smaller, dedicated catchment areas where they are responsible for every trading channel within it – from Independent to Key Multiple Grocers and Wholesale. The movemeans JTI Business Advisers can provide a more bespoke service so they can identify commercial opportunities with their trade partners to an even greater extent. But what does a day look like for these total category experts? And how do they support trade partners? We speak to Jade Johnson to find out…
What is the role of a JTI Business Adviser?
JTI Business Advisers are on hand to support retailers across many aspects of their business. Not only can we help to identify commercial opportunities and advise retailers on what JTI products to stock across tobacco, vaping, heated tobacco or nicotine pouches to maximise sales and respond to consumer demand, we can also provide additional information, such as tackling illicit trade in the local area or advice on youth access prevention.
What’s the benefit of working across mutliple channels?
Working across various channels – from wholesale to independent retailers – means that we have a birds-eye view of what is happening at every transaction point within a specific geographical location. Having this level of visibilty means we can implement multi-channel strategies that benefit both retailers and wholesalers.
What does a typical day look like for you?
We usually visit around eight partners per day and activities can range from checking a retailer’s gantry and recording data so we can identify what products are performing well in-store, to supporting retailers with merchandising to enhance product visibility and help increase sales. If we have just launched a new product, then we visit retailers to educate staff and support them to maximise the opportunity and drive sales and awareness.
How do you work with retailers?
With legislation changing regularly in the industry, we’re always on hand to offer expert support whenever challenges arise.We can also work very closely with retailers to ensure they’re following current guidance on retailing responsibly – whether it’s tackling illicit tobacco or following age verification checks. We also have a number of incentives in place as a thank you for working with us, which retailers and wholesalers can benefit from.
How can retailers make the most of the support available to them?
We work collaboratively with retailers to ensure they have all the knowledge and tools they need in order to be successful. We also actively encourage retailers to visit our trade website, JTI Advance, which provides a wealth of information on responsible retailing, including staff training guides.
What’s the most rewarding part of the job?
The most rewarding part of the role for me is showing retailers a brand-new product and then seeing the success it brings them once they stock it in-store. It shows that there is a high level of trust in the relationship which is fantastic.
If a retailer isn’t sure who their JTI Business Advisor is, how can they find out?
We already regularly visit most retailers across the UK market but if you don’t know who your Business Adviser is then it’s easy to find out by calling JTI’s Customer Care line on 0800 163503*
Jade gives three top tips for retailers:
- Knowledge is key: Having up-to-date knowledge on the latest products and innovations within the category, such as heated tobacco and nicotine pouches, is a fantastic way to add extra-value to customer relationships.
- Ensure consistent product availability: It is important that retailers always maintain good stock levelsto ensure they can meet the needs of the customer. If stock levels arelow, you could be losing out on valuable sales.
- Use us, your Business Advisers: We’re an extension of your team and are here to help with any question, big or small. We offer personalised advice for you and your store, and can make sure you’re making the most of the tools and resources that JTI offers its valued retail partners.
Retailers can find out more information on who their new JTI Business Adviser will be by calling JTI’s Customer Care line on 0800 163503*
*Calls to these telephone numbers may be recorded
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