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28TOBACCOOUTLETBUSINESSMARCHAPRIL2009highendx14thatestablishestheretailerasanexpertandatruepurveyorox1bthecategoryx1bortheshopper.Andasx1borthehigher-endcustomersAbelsaysx1cYoudonx19twantpeoplewithmoneywalkingoutbecauseallyouhaveisjunk.x1dRememberthatlow-enditemsaretypicallyjustastartingpoint.Becausemanytobaccooutletsaresousedtodealingwithcigarettecustomerswhoarenotoriouslycost-conscioustheymaylosesightox1bthex1bactthatcigarcustomersarecutx1bromadix2erentmoldx14theyarenx19tnecessarilylookingx1borthecheapesttobaccogadgetyouhavex14especiallyax1btertheygetacclimatedtothecigarlix1bestyle.x1cQuiteox1btenthelow-endcigaraccessoriesaremoreox1banentryintothecategoryx1dsaysPartridge.x1cWhenyousellanewcigarsmokera50cutteratthestartchancesaregoodthathewillcomebackandtradeup.Alotox1bthesex1bolksjustgettingintoitdonx19twanttoinvestrightaway.Butx1borthosewhodostickwithitwenoticeitx19sverycommonx1borthemtocomebackinsixtoeightmonthsreadytostepup.Andyouhavetobereadytoguidethemandox2eraselectionsotheycandothat.x1dRecognizethatabiggerinvestmentincigarstranslatestomoresalespotentialforcigaraccessories.Tisisaphilosophyx1borretailerstolearnsotheycaninfuencetheircigarcustomersappropriately.x1cWetrytostressthepointx14asweseecustomersinvestingmoreandmoremoneyintocigarsx14tomakesuretheyhaveagoodplacetokeepthemx1breshx1dsaysPartridge.x1cGoodcigarscangettobeabiginvestmentbutitx19sawastedinvestmentwithoutagoodhumidor.x1dAccessoriesshouldbedisplayedincloseproximitytothehumidor.x1cTisseemsverylogicalbutyouwouldnx19tbelievehowmanyretailersx1bailtodothiscorrectlyx1dstatesAbel.x1cCustomersneedtoseecigaraccessoriesastheyarewalkingoutox1bthehumidorx14aswellaswhentheyarewalkingintoit.x1dTiswasatthex1borex1brontox1bUPtownx19sSmokeShopx19snewstoredesign.LastAugustitopenedanewstorewithtriplethesellingspacex14someox1bitspecix3callyallocatedtocigaraccessoriesthatarepurposelypositionedalongtheroutetothehumidor.x1cWeputthewalk-inhumidorallthewayinthebackox1bthestoreandlotsox1baccessorydisplaysalongthex18pathx19asyougobacktherex1dPartridgeexplains.x1cSoasourcustomerscomeintopickupcigarstheyhavenochoicebuttoseequiteaselectionox1baccessories.x1dUPtownx19sSmokeShopx19scigaraccessoriesarehousedincustomcabinetdisplaysbuiltrightintothestoreaccordingtoPartridge.Tedisplaysareorganizedaccordingtobrandswitheachbrandgettingitsowncabinet.TerearealsowhatPartridgecallsx1cgenericFatherx19sDayisreportedtobethesecond-largestholidayax1eterChristmasandthex1eourthquarterx1eorcigaraccessorysales.UPtownx19sSmokeShoplo-catedinNashvilleisoneretailerthatdoesnx19tletthatopportunitypassitby.x1cWehavereallyniceantique-lookingtablesinthestorewherewedisplaymerchandiseandasitgetsclosertoFatherx19sDaywex19llfllatleastoneox1ethedisplaytablestowardthex1erontwithgreatgix1etideasmanyox1ethemcigarac-cessoriesx1dexplainsScottPartridgegeneralmanager.Signageisusedtoclearlyannouncex1cGreatFatherx19sDayGix1etIdeas.x1dx1cIx1esomeonecomesinwiththeintentionox1ejustbuyingDadacigarortwox1eorFatherx19sDaytheywillhavetopassbyallox1eouraccessoriestodosox1dPartridgeadds.Partridgerecognizesthattheholidayox1etenbringsinx1cnonsmokingcigarpurchasersx1dtypicallyx1eriendsandrelativesox1eUPtownx19scustomerssohex19sreadyx1eorjustthatshoppingscenario.x1cWekeepalargedatabaseox1eourregularcustomersx14thoseweseesev-eraltimesaweekx1dheexplains.x1cWehavetheirnamesinourcashregistersystemalongwithwhattheyx19vepurchased.Soix1etheirx1eriendorwix1eecomesinlookingtobuyaFatherx19sDaygix1etwecanmakesuggestionsx1eorthetypeox1ecigarscuttersandotheraccessoriestheyx19vepurchasedinthepast.Itx19sveryhelpx1eulx1eorthemanditincreasesourlikelihoodox1emakingagix1etsale.x1dAnothergreatideax1eorincreasingFatherx19sDaygix1etsalesisx1eorretailerstoputtogethertheirownsamplepacksincludingaccessoriesx1eorahigherring.x1cWeencourageretailerstoputtogethertheirownprintedlogogix1etbagsputinanicemixtureox1ecigarsx14whichcanincludeax1eewthatarenx19tsellingsinglyx14addacutterorlighterandmarkthematdix1ex1eerentpricepointsstart-ingat25x1dsaysJex1ex1eAbelpresidentandx1eounderox1eMitchellThomasTrad-ing.x1cTodayeverybodywantsaddedvalueandthatx19swhatthisgix1etbagwillbeperceivedas.Itx19llbeveryeasytomoveatFatherx19sDaytime.Retailershavetotaketheinitiativeandgetmorecreativewiththecategory.x1dDoingRightbyDads