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THE IQOS STORE EXPERIENCE In fall 2019, the only way to purchase the IQOS device was by personally visiting a store in Atlanta or ordering online and picking up in- store

In recent years, the rewards model has gained a Silicon Valley veneer: mobile-driven startups like Belly have helped put these kinds of rewards programs in tiny retail outlets, while big-name firms like Uber and Airbnb grew to multi-billion-dollar valuations on the backs of online referral programs that offered discounts every time a new customer downloaded and used the app

The population braced itself for something quite extraordinary