INNOVATION
AND DESIGN
LONDON. JUNE 5-6
BY PATRICK GRIFFIN
NEIL MCCALLUM, CEO OF JAC VAPOUR, EXPLAINS
WHY YOU WILL NEVER SEE COLOURFUL FLASHING
LIGHTS ON THEIR PRODUCTS
With 80,000 customers in the UK, and another 20,000 overseas,
JAC Vapour is clearly doing something right.
The Edinburgh-based company is not one for following the latest
fads and fashions when it comes to product creation.
CEO Neil McCallum told the ENDS conference that they
constantly seek feedback from their customers to determine what
the market wants.
He explained: “We don't want to make big devices with big lights
because we don't think that's cool. We like small and discreet.
The smaller the better. Well-built with a quality feel.
“We like simple. Battery life is very important for us. Quite a lot of
our customers don't have time to mess about changing a menu,
they just want to get up and go, get the nicotine and move on.
“We need to believe it makes sense for us to actually design it.
We spend ridiculous amounts of time talking to our customers
and asking them questions.”
As a result of that feedback – on average, every three months,
JAC