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Mirage Cigarettes | Epos Now Case Study

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Mirage Cigarettes

“Part of the reason why our retail side does so well is that we take that fear factor away from consumers.” Managing Director Craig Newbold

Mirage Cigarettes

For the past 6 years, Mirage Cigarettes Ltd have been at the forefront of the burgeoning electronic cigarette industry, and over the past 18 months have exploded into the retail sector with over 30 shops nationwide, with more and more opening every month.

Focusing on quality, safety and great customer service, the company was one of the founding members of ECITA (The Electronic Cigarette Industry Trade Association) in 2010, ensuring that their products and 'E-Liquids' meet stringent safety and technical specifications through regular testing and comprehensive regulation. Since then, expansion has been almost non-stop. Managing Director Craig Newbold said -

“With so many different products and vendors of e-cigs, and with it being such a new thing, many people are sceptical of the safety standards and long term future of the products – but through our work with ECITA this is what we look to address and move forward.”

Early on in their expansion, Mirage were looking for an EPOS system to help manage their huge range of products across multiple sites, whilst also remaining reliable, affordable and easy to use. General Manager Elliott Parker explains -

“The great thing about Epos Now is the simplicity of it. Having an affordable system that gives us all the functionality and reports that we need at the touch of a button whilst still being easy to train staff and franchisees effectively and roll out quickly has been a massive tool for us as we grow.”

“Another massive plus for us is the great support we get from everyone at Epos Now. From the sales side through to the technical team, everybody we have dealt with couldn't do enough for us. We don't have time to have to iron out multiple problems everyday, so having this to fall back on has been a lifesaver.”

“The system seems to get better and better too. The developers are constantly looking for feedback and really take on board our comments and suggestions – it's great to see a service that is always evolving and trying to be the best it can be; something that you don't get a lot from other EPoS providers.”

All in all it has been a hectic couple of years of growth for the team at Mirage, and for the electronic cigarette industry as a whole, but with Epos Now as their retail solution - Mirage are confident that the growth is only just getting started...

“Mirage are a thriving business and are expanding so quickly. We're really proud to be a part of what they're acheiving. It's great that we have such a strong relationship with all of their franchiesees, and that we're able to work individually with each franchisee whilst also working with head office.”

Jade Aldred, Epos Now Senior Point of Sale Consultant.


Erin Heenan

Erin joined Epos Now in 2016 as an in-house content writer for the marketing department, making use of 10 years experience working in busy restaurants. An avid fan of shopping and eating out, she is committed to helping retail and hospitality SMEs get the most out of their businesses.

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