Case Study


Bringing the future of nicotine to adult smokers across the UK. 

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The results:


of new IQOS customers converted


of unique interactions


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The challenge:

As the leading Heated Tobacco brand in the world, IQOS is changing the lives of millions of consumers. 

But consumers need to be aware of the positive change they can make, and in a heavily restricted market, it’s hard to stand out and shout about new products. IQOS needed to create a number of pop-up and permanent store locations to engage and convert adult smokers, and provide service points to help these consumers on their smoke-free journey. 

What we did:

We oversaw the entire retail roll-out, as well as ongoing trading and store operations, allowing IQOS to remain laser-focused on their customers. This began with a thorough, data-driven location search and selection, followed by lease negotiations and legals. We designed each store in accordance with the IQOS global brand guidelines and oversaw the entire refit and build process.

The expert teams in store are recruited & trained by iD, and we maintain all staffing operations, from scheduling to payroll to uniform! Backed by our Milton Keynes based logistics team, we operate a reseller model to handle all of the store stock processes, including forecasting, store distribution and returns logistics.

Our store operations team ensure everything across the estate runs smoothly from both the customer and store expert perspective, maintaining EHSS compliance, cleaning, proactive maintenance, till and systems development, internal communications, consumables management and visual merchandising

– literally everything that’s needed to run the estate effectively so that our teams in store can focus on giving consumers the best possible experience. 

“Despite all of the weird and wonderful things we throw at you it always feels like we’re one team and everyone at iD is focused on the same goals. I really appreciate the constant focus and dedication from everyone at iD to make our stores successful.”

- Dean King, Brand Retail Manager UK. 

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