IQOS General Trade Campaign
Sales, staffing & product demonstration
X3 YOY Growth
87% staff pass rate
Up from 51% of previous agency
Tech enabled
TED Tech used by client / agency
000’s of store days
Nationwide 349 days a year
IQOS staff app
User orientated design & info
Reduced lost & stolen
From 14.9% to less than 1%


“TED’s technology affords PML complete transparency and accountability, whilst driving efficient sales of our products through data led insights and smart evaluation”
Ian Kelly PML
Selling a premium product in the challenging environment of general trade
We helped Philip Morris develop this channel for IQOS, by placing IQOS Experts into the general trade environment to demonstrate and sell IQOS devices and HEETS in store. There are many challenges to working in this retail channel, so an adaptive and innovative mindset is imperative in creating success – as is the constant evolvement of the IQOS Portal and App that we built using TED Tech.





The Detail
As part of our commitment to the PMI relationship, we built a vertically integrated piece of technology that would enhance the IQOS business and allow it to operate consumer facing activities in a range of indirect stores – from key accounts like Sainsbury’s and WHS to the General Trade category and everything else in between. The IQOS Portal and accompanying Staff App is essentially an enabler and a facilitator as well as compliance and reporting tool. The IQOS Portal provides the following:
- A secure platform to handle all comms, hold all training materials and real time closed comms
- A stock tracking and compliance tool to ensure that our teams all have ample stock at all times
- A data harvesting tool that feedback real time data into the cloud against set criteria
- A sales tracker that time and location stamps each sale against product serial numbers
- A consumer data house that API’s into our clients own data server
- A retail store auditing system that allows for swift information audits at scale
- All metrics reported in real time in the cloud
Case studies
IQOS General Trade
Sales, staffing & product demonstration
X3 YOY Growth
Exceeding target by 52.7%
Nationwide 349 days a year
Coca-Cola Zero Sugar
Large scale sampling campaign
8M+ perfect serve samples
+44% cans recycled
17% sales Uplift



