Philip Morris International (PMI) has opened a 200sq m IQOS shop at Narita International Airport in Japan. The Terminal 2 space, which launched on 17 July, showcases the IQOS design concept including digital innovations to deliver an enhanced legal-age consumer experience.
Looking to improve brand recognition, the shop features bold IQOS signage, the brand’s signature wall and a dedicated product wall. It also highlights the latest generation of IQOS gondolas, offering customers both physical and digital interactions with products and an improved payment journey with additional cashiers.
Customer experiences at the store include an IQOS discovery area with an interactive station working with RFID to allow 3D product visualisation, comparison, configuration and shop assistance. According to PMI, the station blends the physical and digital experience “bringing the physical products to life in 3D to aid product education and easy comparison”.
A Terea (IQOS Smart Core sticks) flavour advisor digital experience helps legal-age consumers find the flavour that best suits their needs while the Discover IQOS area also offers advice on the benefits of switching to better alternatives to smoking.
PMI Duty Free Vice President Beste Ermaner said: “With the opening of our new IQOS shop in Narita International Airport we continue to reinvigorate our IQOS brand presence and enhance our in-shop consumer experience for travelling legal-age consumers.
“Our Narita IQOS shop opening follows closely after launching our new IQOS ILUMA i device in Japan in March this year, our latest and most innovative addition to our growing portfolio of smoke-free products.
“In addition to the recent opening of our IQOS Corner in Osaka International Airport, we are strengthening our IQOS presence across Japan airports. We look forward to welcoming travelling legal-age nicotine users to our new IQOS Shop.”
PMI noted that, as of 31 December 2023, its smoke-free products were available for sale in 84 markets and estimated that approximately 33 million adults around the world use them. Smoke-free products accounted for approximately 37% of PMI’s total full-year 2023 net revenues.
The company aims to be present in 100 markets by 2025 and have at least 40 million users who would otherwise continue to smoke. PMI’s ambition is for smoke-free products to account for more than two-thirds of its total net revenues by 2030. ✈
