In a recent episode of the “At Your Convenience” podcast, CSP's Abbey Lewis hosted Heather Potter, Reynolds trade marketing account executive for Casey's, and Joi Notice- Brooks, senior manager of trade marketing at Reynolds, for a discussion on trade marketing and its impact on convenience retail. The conversation explores how Reynolds’ trade marketing team bridges the gap between commercial strategies and retail execution, ensuring seamless product launches and effective category management.
The conversation highlights the evolution of the nicotine category, including the rapid growth of modern oral products and the importance of innovation in meeting adult tobacco consumer preferences. They also share key success factors from Reynolds’ partnership with Casey's, emphasizing collaboration, transparency and data-driven strategies to drive sustainable growth and enhance in-store experiences.
CSP: Casey's is a top nicotine, modern or oral share of market chain and a key partner for Reynolds. What makes that relationship work and what can other retailers learn from it?
Heather Potter: The Casey's relationship thrives on mutual trust and transparency with Reynolds serving as a category advisor rather than a transactional vendor. Both teams align on total category strategies first, establishing shared goals for the entire nicotine set. [That means] combustibles, vapor, modern oral, and then integrating Reynolds specific contributions and the roadmap to achieve them. This approach keeps decisions anchored in both data and adult tobacco consumer insights, which are reinforced by consistent collaboration and executional follow through at the store level. As I think about the takeaway for other retailers, it’s clear, shifting from one-off programs to a collaborative strategy-led model, and inviting your manufacturer partners to co-own the category plan, the assortment, the back bar layout, pricing and promotions... Really treating partners as trusted advisors accelerates innovation and improves in-store experiences for both adult tobacco consumers, driving sustainable growth for the retailer, the category, and the companies together.
CSP: Looking back at some of the most recent product launches that you've done ‘with Casey's, what were some of the success factors that turned launches into a growth story?
Joi Notice-Brooks: Looking back, there were several key success factors that turned the initiative into a true growth story... First, Casey's has a digital infrastructure, which includes a loyalty platform that delivers enhanced value and supports adult consumers migration journey toward potentially lower-risk product alternatives. Second, Casey's [utilizes a) retail media network, which allows for responsible marketing and product education to be delivered to age verified adult tobacco consumers [customers]... [And third], Casey's prioritizes consistency and category layout at the store level, deliberately showcasing next-generation products and creating a nimble environment that can adapt as the category evolves.
Inventory management was another critical focus from a fundamental standpoint. By ensuring the right products were available at the right time, Casey's drove steady week-over- ‘week sales growth throughout 2025. These investments in digital tools and operational excellence set the stage for a successful launch and ongoing category transformation.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.