BAT Korea Strengthens E-commerce Channel for Heated Tobacco Product 'glo'

[Asia Economy Reporter Lee Seon-ae] AT Korea announced on the 30th that it will strengthen the e-commerce channels for its heated tobacco device ‘glo’ to expand consumer touchpoints in response to the spread of untact consumption trends.

Since entering the e-commerce market with glo last September, BAT Korea has actively expanded consumer touchpoints by listing on a total of 12 open markets including Gmarket, 11st, Auction, and Coupang. Additionally, Coupang Rocket Delivery service was introduced to enable customers to receive products quickly.

In line with mobile shopping trends, glo is expanding into the social commerce sector by entering the KakaoTalk Store. The ‘glo KakaoTalk Store’ offers new exclusive promotions every month, presenting glo devices with special benefits. For the December exclusive promotion, glo Pro devices and hand warmer sets with auxiliary battery functions are offered at a reasonable price of 30,000 KRW.

This promotion, prepared to repay customer enthusiasm confirmed by consecutive product sellouts after the KakaoTalk Store channel opening, is available only to users who have completed ‘19 years or older adult verification’ and may end early if stock runs out.

Alongside this, the ‘glo Smart Store’ was opened on Naver to provide various consumer benefits, selling glo Pro devices for 30,000 KRW. Furthermore, customers who purchase glo devices through various e-commerce channels and then register their devices on the official online website can receive an extended product warranty benefit of one year, extended by an additional six months.

President Eunji said, “BAT is striving to expand the number of adult smokers switching from conventional cigarettes to potentially reduced-risk products to about 50 million by 2030,” adding, “As part of this, we plan to strengthen the e-commerce of the glo electronic cigarette in Korea and improve purchase convenience to further expand consumer touchpoints.”

Meanwhile, the heated tobacco device glo Pro is a product that implements a more satisfying tobacco taste by quickly heating tobacco sticks without burning them, based on innovative ‘induction heating technology.’ In particular, the Boost Mode shortens heating time to 10 seconds, allowing users to enjoy it without waiting. It also features a compact design that fits in one hand, a light weight of 99g, and specifications that allow up to 20 uses with just 2 hours of charging, offering high portability.