PCA Magazine Fall 2019

42 PCA The Magazine | SEPTEMBER-OCTOBER 2019 PREMIUMCIGARS.ORG “You can’t just put cigars on the shelf or put cigars wherever they fit,” says Michael Dougherty, West territory sales director for Arturo Fuente Cigar Company and J.C. Newman Cigar Company. “Unless you are a private lounge or have a liquor license, the square footage in your humidor is almost the only square footage that generates revenue for the store. So you’ve got to have a strategy for how you’re going to best use that space.” Customers buy more from clean and neat stores where they can see most, if not all, the products available. This can be a challenge for a tobacconist, particularly in today’s market, where there is an abundance of choices for your humidor. “I do think you can have too much product. Sometimes less is more,” says Harris Saunders, owner of multiple Vitola Fine Cigars shops in Birmingham, Alabama. “If the “I do think you can have too much product. Sometimes less is more.” - Harris Saunders CUSTOMERS BUY MORE FROM CLEAN AND NEAT STORES WHERE THEY CAN SEE MOST, IF NOT ALL, THE PRODUCTS AVAILABLE. (cont. on page 44)