Bridging the Gap Between Convenience & Vape Retail
For over 16 years, iBreathe has established itself as a leading e-liquid brand, offering premium nicotine solutions for traditional users seeking a throat hit and satisfying nicotine experience. From Innokin to OXVA devices, iBreathe's e-liquids have been a trusted choice, evolving in quality, branding, and formulation while maintaining the same high standards—crafted in the UK under strict cleanroom manufacturing conditions.
iBreathe’s strength lies in its direct-to-retail distribution model, which saw the brand expand from Yorkshire to over 4,000 convenience stores. Through consistent support, tailored retailer incentives, and a sustainable supply chain, iBreathe has maintained a strong foothold in the convenience market. However, as the vape industry continues to dominate the nicotine sector, iBreathe sought expansion into dedicated vape retail stores—and that’s where UK PLUG ME stepped in.
The Role of UK PLUG ME: Dominating Vape Retail & Distribution
With eight years of expertise in the vape sector, UK PLUG ME has become a dominant force in vape retail marketing and distribution, successfully executing retail campaigns for major brands. Our expertise in shop visit strategies, sales execution, and structured distribution models positioned us as the perfect partner to transition Nicorefill Salt into the vape sector.
Our collaboration aimed to mimic the successful strategies that iBreathe had mastered in convenience stores and apply them to the vape retail landscape. This required a tailored approach, leveraging UK PLUG’s deep industry connections, retail relationships, and data-driven strategies to ensure maximum market penetration.
The Nicorefill Salt Expansion Strategy
The Nicorefill Salt expansion campaign was built on three key pillars:
Strategic Shop Visits
Retailer Education & Incentives
Streamlined Distribution & Sales Execution
1. Strategic Shop Visits – Targeting High-Value Retailers
Unlike traditional retail expansion, where products are simply placed on shelves, our approach focused on direct engagement with vape retailers. Our shop visit strategy targeted:
✅ 1,000 high-potential vape shops identified through UK PLUG’s data analytics.
✅ Retailers with an established customer base for salt nicotine products.
✅ Shops with a strong focus on refillable pod systems rather than disposables.
Our dedicated team of representatives personally introduced Nicorefill Salt to retailers, providing:
Product demonstrations & sampling to ensure shop owners and staff fully understood the product.
Exclusive launch incentives (BOGO deals, discounted POS materials) to drive initial orders.
Data collection & reporting to track retailer interest, feedback, and sales potential.
2. Retailer Education & Incentives – Driving Long-Term Growth
In the competitive vape market, education and incentives are critical for success. UK PLUG ME provided:
🔹 Training sessions for retailers to help them understand Nicorefill Salt’s quality, UK-manufactured formulation, and competitive advantage.
🔹 Structured sales incentives, including:
Buy X outer packs, get X free (depending on order size).
Retailer loyalty programs—discounts on reorders, free POS materials, and merchandise such as T-shirts, hoodies, and display stands.
Exclusive retail partnerships ensuring Nicorefill had a dedicated shelf presence in premium vape stores.
Through this hands-on engagement, Nicorefill Salt was able to quickly build trust with vape retailers, leading to higher stocking rates and repeat orders.
3. Streamlined Distribution & Sales Execution
UK PLUG ME didn’t just introduce the product—we ensured that every lead turned into a sale. Our distribution solution enabled:
🔸 Instant sales processing: Representatives logged orders into our online platform during shop visits.
🔸 Real-time account creation: Our sales reps at HQ processed retailer details, generated invoices, and facilitated payments.
🔸 Flexible stock fulfilment:
If the on-the-ground team had stock available, they left it with the retailer immediately.
If additional stock was required, head office managed direct shipments, ensuring a seamless supply chain.
🔸 Live reporting & data sharing: Brands received real-time insight into:
Retailer engagement levels.
Sales data & reorder trends.
Geographic market performance.
This structured sales & distribution approach ensured that Nicorefill Salt didn’t just enter the vape market—it became a sustainable, fast-moving product in retailers’ inventory.
Results: A Sustainable Vape Retail Expansion
The Nicorefill Salt campaign was a major success, reinforcing the power of strategic shop visits and targeted distribution support.
🔹 1,000+ vape shop visits completed in the first phase.
🔹 Conversion rate: 16% (160+ retailers stocked the product after the first visit).
🔹 Reorder rate: 30%—proving sustained demand for Nicorefill Salt.
🔹 Expansion into convenience retailers via existing iBreathe distribution channels.
By combining the retail expertise of iBreathe with the vape market dominance of UK PLUG ME, Nicorefill Salt established itself as a leading contender in the nicotine salt category.
Why This Model Works for Brands
The success of Nicorefill Salt’s expansion highlights how a well-structured, data-driven strategy can create sustainable retail success. For brands looking to expand into the vape retail sector, UK PLUG ME provides:
✔️ Direct retailer engagement—ensuring products are placed in the right stores with high sales potential.
✔️ Incentivized sales strategies—driving immediate stocking & reorders.
✔️ Seamless distribution support—allowing brands to focus on marketing while we handle sales execution.
✔️ Data-driven decision-making—providing real-time insights into campaign success & areas for growth.
Want to expand your brand in the UK vape market? Let’s make it happen—just like we did for Nicorefill Salt. 🚀