2022 Tobacco Retailers Almanac

High-value cigars deserve high-value real estate .Cigarbrands placedoncertain shelves may almost sell themselves, while those on other shelves may be doomed to sit. Saunders is also a proponent of moving products to dierent locations. “If it’s above the shoulder or below the knee, it will get overlooked." he says. Moving product also allows a variaty of brands to be in that premium space ( between shoulders and knees). “Organize your space so that the cigars you wish to upsell are easy to access and you can smoothly transition the customer’s attention from their typical selection to the cigar you wish to upsell. It’s a constant process.” He adds, “If you have a humidor that has 20-foot ceilings, that’s great, but no one is going to buy anything above their shoulders. So for larger humidors, product rotation becomes an even higher priority.” BESIDES CIGARS, WHAT KEEPS CUSTOMERS COMING BACK... 1 Knowledgable, well informed store owners – You are probably the most important factor in your store sucess. Stay well educated on the entire tobacco business, with your focus on cigars. • Make sure you smoke every cigar you carry and don't hesitate to take notes on taste, draw, other cigars that are similar and ones you might like to upsell. • Pick your sales reps brain. 2 Well trained, courteous sta, who know how to listen, make suggestions and share information 3 Knowing your customers seems so obvious, but it is surprising how oen their wants and needs get lost in the shule. Take the time to learn what's important to your customers such as: • Positive customer experience • Well-stocked inventory • Variety of cigar selection • Brand exclusivity • Knowledgeable sta • Online shop with free shipping • Aordable prices • Host cigar tasting events • Convenient location 4 The premium cigar business is more dynamic than ever, due to the expansion of social media. Maintaining a website and presence on social media platforms are some of the ways to cultivate an online customer base and reach a global audience. Your online presence alone is only eective if it stays active, which means consistently updating web pages, product inventory, and email lists. Getting connected and staying connected with customers both online and in-store is no longer just a good idea , it's a must!t 12 |