PCA Magazine Fall 2019

PREMIUMCIGARS.ORG SEPTEMBER-OCTOBER 2019 | PCA The Magazine 37 York, Herklots considers specific themes: defining the brand, creating signaturemoments for the business, training the staff, training the customers and being consistent. For example, he compares a used car lot to that of aMercedes- Benz showroom. TheMercedes-Benz dealer stands for quality, service, luxury and quality over quantity. It will deliver an experience that is defined by all that it is. The used car lot, however, tells a different story. It tells you about value and a good deal. “The experience here falls on the buyer as opposed to the seller,” saidHerklots. “Both brands sell cars, but youwill have a very different experience at both places. A cigar shop is not a cigar shop. A cigar lounge is not a cigar lounge. Today there is nothing we sell that someone can’t buy online from their toilet and that’s scary. So how are we going to survive?” His suggestion is to go deeper intowhat the brand experience is. “A brand experience becomesmemorable and repeatable when they tell their friends and family. That sets the expectation for the next customer whowalks in. It makes it easier tomeet and exceed those expectations every time as long as you are consistent in your brand experience.” To achieve that consistent brand experience, Herklots created a “Cycle of Service” at Nat Shermanwhere each customer experience—whether the customer is a regular or is in the store for first time—is the same each time they walk through the door. A.C.E. Prime took the show by storm, even hosting pick up basketball with former NBA stars.