BACKGROUND: The Pakistani market witnessed a sharp increase in the availability and popularity of unregulated electronic nicotine products. A key marketing strategy of these products is the deliberate design of retail environments, incorporating elements like “power walls”, “maximalism”, and “calm”. This study explores how these retail designs entice adolescents, promote nicotine addiction, and foster customer loyalty.
METHODS: This qualitative observational research is conducted in 119 outlets across five districts included in the Smokefree Project. Data was collected on the layout, placement, and ambiance, attending to experiential features such as seating areas, in-store time, and free product trials. Customer visit frequencies, store preference, and engagement with free trials were also recorded through forty-one unstructured interviews.
RESULTS: The findings reveal that electronic nicotine product stores showcase sleek, modern, and maximalist designs especially catering to younger demographics. The stores feature power walls – commanding, visually dominant displays, and calm ambiances created by controlled lighting and music, fostering a sense of relation and belonging. These features promote prolonged/repeated engagement occasionally leading to impulsive purchasing. The design builds a sense of identity and peer acceptance tied to these products. Further, a significant deviation from the advertising ban in Pakistan (SRO 72(I)/2020), and Framework Convention on Tobacco Control (FCTC) Article 13 was observed, alongside a marked increase in the density of such outlets.
CONCLUSIONS: This study highlights the manipulative marketing strategies employed for electronic products, emphasizing modern retail design. It also underscores an urgent need for policy intervention to address the unregulated sale and promotion of these products in Pakistan and other jurisdictions. By raising awareness of design practices, this research aims to inform policy development to protect vulnerable populations.