Creating a Compliant and Engaging ‘Switching Zone’ for Smokers

Helping smokers transition to vaping — while staying compliant with New Zealand’s updated vaping regulations — is both a public health opportunity and a business strategy. One of the simplest, most effective in-store tactics? Creating a well-designed ‘Switching Zone’.

This small, dedicated section of your store can guide smokers with the right mix of product visibility, layout strategy, and Ministry of Health (MoH)-approved harm reduction messaging — all without crossing any regulatory lines.

🎯 What Is a Switching Zone?

A Switching Zone is a clearly defined in-store area that focuses on:

• Starter kits

• Budget-friendly e-liquids

• Fact-based harm reduction signage

Its purpose is simple: to educate and equip smokers considering vaping — all without any promotional claims.

🔧 Why It Works

• Trust-Building: Organized, factual displays create confidence and reduce hesitation.

• Conversation Catalyst: A clear area makes it easier for customers to initiate questions — which staff can legally and helpfully answer.

• Smart Segmentation: Keeps your higher-end hardware and specialist products separate from the entry-level range, simplifying the journey for first-timers.

For a smoker curious about vaping, walking into a vape store can be overwhelming — especially when they see walls of unfamiliar devices, liquids, and accessories.

Incorporates official MoH messaging like:

“If you smoke, switching completely to vaping is a much less harmful option”
This kind of clear, approved language builds credibility and aligns your store with health-focused intentions.

🧱 How to Set Up Your Switching Zone

✅ Include the Essentials:

• Starter Devices: Think user-friendly pod systems.

• Affordable E-Liquids: Nicotine salts in common flavour profiles like menthol or tobacco.

• MoH-Approved Signage: Use phrases like:

• “If you smoke, switching completely to vaping is a much less harmful option.”

• “Completely replacing your cigarette with a vape will reduce harm to your health.”

These statements must follow format rules: black text on a white background, Helvetica font, no larger than 70pt.

✅ Use the Right Language

You may identify products using:

• Brand and variant name

• Quantity/size

• Price

But do not promote, encourage, or highlight features, flavours, or performance.

✅ Location Matters

Place the Switching Zone in a mid-traffic or quiet area. This gives customers time and space to explore without pressure — and allows staff to offer assistance when approached.

👥 Empower Staff with Factual Support

Your team can't initiate product discussions, but they can respond to questions using approved harm-reduction language. Train staff to feel confident saying:

“Yes, this is a starter kit. Some people use these when they’re switching from smoking.”

Encourage staff to know:

• Product basics (refill method, charging, nicotine strength)

• Legal talking points (from MoH resources)

The Switching Zone is a subtle prompt:

• When a customer sees a section marked “Starter Kits” or a simple MoH-approved harm reduction sign, they’re more likely to ask:
  “What’s the difference between these?”
  “How do I use this one?”

These are invitations — opening the door for staff to share factual, helpful information (about usage, nicotine levels, charging, etc.), all within legal guidelines.

Without this kind of prompt, customers may browse passively, leave confused, or never initiate that vital conversation.

📎 Bonus Tip: Include Educational Printouts

Print Ministry of Health materials or create your own handouts summarizing basic FAQs in a compliant format. You can even link to the MoH website for further reading.

🤝 Let’s Build Your Store’s Switching Zone

Need help selecting compliant starter kits, designing MoH-appropriate signage, or organizing your layout? Reach out — we’re here to support your store’s success, one educated customer at a time.