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Sharing her thoughts on CSP Daily News, Cabrera also touched on the topic of the unfortunate bankruptcy of NJOY. Currently acting as an independent consultant with The Cating Group in Miami, she spoke of how the e-cigarette company “needed to better understand the overall market”, whilst also singing its praises for the innovative products it put on the market. The former SFATA director pointed out that although NJOY were pioneers in bringing vaping products to mainstream retailers such as your regular convenience store, they never really made it to the proper vaping stores, where seasoned vapers, or those who are true believers in vaping products would actually purchase their products from.

An expert’s opinion on what led to NJOY’s bankruptcy

Cabrera alluded to the fact that NJOY sold disposable closed products that you could purchase from regular retail stores, and did little to innovate their products, whereas regular vapers may prefer to purchase open ended products that would allow them to select their preferred flavours and customize their devices in other ways. The consultant is of the opinion that all this and other factors, such as the harsh regulations imposed by the FDA, could have been what led to the company’s demise.

Direct advice to mainstream retailers

“It’s consultative selling: taking the time to meet customers and explaining the differences in products and flavors. It’s not like customers would come into the store, pick up a Red Bull and walk out.”Cynthia Cabrera, former Executive Director of SFATA
Cabrera linked all the above with the fact that if convenience stores want to sell more vaping products they need to offer a more personalized service, or what is called the “brick and mortar” approach. She believes that the sellers need to engage their customers, “It’s consultative selling: taking the time to meet customers and explaining the differences in products and flavors. It’s not like customers would come into the store, pick up a Red Bull and walk out.” Cynthia Cabrera has years of experience in the vaping industry and insisted that with the vaping industry’s rapid expansion, (taking in consideration that there are currently approximately 10,000 vaping stores in the US), face to face selling techniques, tailor made to suit the customers’ needs, are the backbone of the industry.