PCA Magazine Summer 2022

42 PCA The Magazine | VOLUME 3 2022 PREMIUMCIGARS.ORG H O L I D A Y R E A D I N E S S G U I D E help them determine their style? • Consider “build your own” gift sets, allowing customers to create their own sampler packs from a pre-determined selection. Make it more festive with gift boxes or festive humidified bags. Additional gift set ideas from PCA retailers include: • “Package together sets: lighter, cutter and cigar sampler for grab & go” —Cassie Rogers, The Cigar Room, Missouri • “Gift sets in various price points based on your average ticket” —Russell Wilder, Owner, Top Shelf Cigar & Tobacco Shoppe, Georgia • “PremiumVariety 5 packs” —Ryan Linzey, Owner, Lindan Import & Export, Aruba • “Create different gift packages for beginners and aficionados” —Eddie Atalla, Godfather Cigars, North Carolina STOCK UP TO SELL OUT There’s nothing worse than turning away a customer because you don’t have inventory. Prevent this and get holiday-ready by ordering well in advance (now) and stocking up on the items you already know your customers will be looking for—widely recognized items and brands, your store’s best sellers, trending items, and specially crafted, boutique or stand-out items. The holidays are your sweet spot so it’s essential to have a well-stocked inventory. Look at the last few years and the past fewmonths to get an idea of what sold well and determine what you’ll need for the months ahead. Stock up on items you know your customers will be shopping for—widely-recognized brands and styles, your store’s bestsellers, trending items, and specially crafted, boutique or standout items. And if you need to order, do it now— your competitors already did . Some retailer insights: • “Have plenty of stock. When you think you have enough, order more.” —Joseph Scaffidi, Joe’s Cigars & Social Club, New Jersey • “Be prepared for add-on sales—have the inventory to sell.” —Leecil Culbertson, The Outlaw Cigar Co, Missouri • “Start buying gift packs, samplers and select accessories now.” —Richie Cucharo, SZWholesale dba Smoker’s Zone, Pennsylvania An important part of inventory planning is reviewing your budget. Review your sales numbers from the past few years to get an idea of howmuch you sell on average during the season and on key shopping holidays (Black Friday, Small Business Saturday, etc.). If you’re a new business, talk with other premium tobacconists in the area to get an idea. Questions to help with inventory planning include: • Which products on the market are trending now? • Any anticipated hot products coming to market this season? • Want to offer any seasonal products? Sheerin of Original Seed Cigar & Lounge inMassachusetts, also agree that “listening to your customers” is essential, as you’ll be better positioned to give themwhat they want. Great customer service isn’t limited to in-person interactions. Anytime you or your staff communicates with someone virtually, you are representing your business, regardless of whether it’s through a company account or a personal one. The way you interact through social media, email and SMS is a direct reflection on your business. Whether the customer deems it a positive or negative experience, they will remember how they felt about it and will associate that interaction with your brand. It’s a good idea to treat each interaction as if they were a customer entering your store and find ways to provide the same level of care and service virtually. Tips for amplifying customer service online include: • Consider implementing live chat support on your website to provide extra help when you’re not face-to-face. • Do you and your staff often answer the same questions from customers? Add FAQs to your website or integrate the answers to more specific questions in product descriptions. • How are you handling social media? Make sure you’re getting alerts when people reach out so you can respond quickly, efficiently and kindly. If staff is handling your online presence, ensure they are properly trained and fully prepared to handle the tough questions, are using the “tone” you want for your store, and are creating long-time customers rather than short-term sales. BAG IT UP: HOLIDAY GIFT PACKS For many retailers, the holiday season is the most important time of the year—it is quite literally the season for gifting! And with so much shopping happening, there is a strong likelihood that at least one person on everyone’s list will get some sort of gift set. Some manufacturers will provide pre-packaged holiday gift sets, which are great for shoppers with a brand in mind. But don’t stop there! Pre-wrap your best sellers to make themmore enticing and save time for customers who are in a hurry. Create several options at varying price points so you have something to offer everyone’s style and budget. With an entire store to pull from, your options are endless! A few questions to spark gift pack ideas include: • Are there particular items customers often purchase at the same time? • What would you want included if someone gave you a gift set? • If someone was new to cigars, are there a few you would pull to