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80TOBACCOOUTLETBUSINESSNOVEMBERDECEMBER2011Carne.x1cWegotridofthecontractsbecausewedidnx19twantthemcominginandtellinguswherewehadtoputourcigarettesandwhattosellthemforx14nothisisourstorex1dshesays.WhiletheyareoncontractwiththemajortobaccocompaniesattheNanoSecondsstoresherelaysthatitx19stolerablebecausex1ctheydonx19tevenwalkintotheSmokerFriendlystoreanymore.x1dOfcoursepartofwhatmakesthebusinessasawholesosuccessfulisthatexibilityiswovenin.DebbieCarneexplainsthatshewilltakespecialordersforcertainSmokerFriendlycustomerswhowanttopurchasecartonsofpremiumcigarettes.x1cBecausewex19renotoncontracttheyx19renotgettingthebuy-downstheyx19renotgetting3.50offacartonbuttheyx19vegottentoknowusovertheyearswetreatthemnicelyandtheyliketobuyfromusbecausetheyx19renothassled.x1dSpecialordersonotherx1cspecialtyx1ditemssuchasNatShermancigarillosandDjarumsarealsoofferedtocustomersuponrequest.x1cSpecialorderskeepthemcomingweabsolutelydothatx1dsaysDebbieCarne.HereareotherbusinessandmarketingtacticslearnedandemployedbytheCarnesovertheyearsthathelpsettheirtriple-playbusinessapartx11ocationmattersx14alotEventhoughtheNanoSecondstrioofstoreshasbeeninbusinessfor12yearsWillCarneadmitsitwasnx19tuntilthreeyearsagothatx1cbusinesspickedupconsiderablyx1dx14andthatx19sbecauseabig-boxhomeimprovementstorewasbuiltrightbehindit.x1cWewereonadead-endroadandusedtobeinthemiddleofnowherex14nowwex19reonthesecondbusiestroadinourcityx1dsaysDebbieCarne.ThiswasindeedablessingtobusinessandtheCarnesadmittheyluckedoutx14buttheyrealizemostarenotasfortunateunlessalocationstrategyisinplaytobeginwith.x13ustomersrespondtox1csensex1dappealWhatdocustomersnoticeimmediatelyuponenteringtheNanoSecondsbusinessTheysmellthefreshcoffeefromtheCoffeeBeanthefreshlybakedcookiesbreadcroissantsandrollsfromthec-storeandthefreshbulktobaccobeingsoldatSmokerFriendlyaccordingtoWillCarne.Thiskindofsenseappealispricelessanditconveysafreshimagetocustomersthathebelievescontributesgreatlytothemcomingback.FrequentbuyerscanbefoundinthecardsSimpleloyaltyprogramsworkfortheCarnesx19customers.TheycurrentlyoffertheCoffeeBeanfrequentbuyerx19scardwhichgivesafreecupofcoffeeaftertenpreviouspurchasesaswellastheSmokerFriendlye-clubwhichletsthebusinessadvertisethroughtheInternetusingcustomeremailaddressestopromoteproductsorspecials.x1cWeusuallydosomethingfromeachtobaccocategoryeachmonthx14cigarettescigarspremiumcigarsRYOsmokelessx1dWillCarneexplains.x1cTheprogramalsoofferscustomersapercentage-offcouponontheirbirthdaysaswellasspecialsaroundholidaytimes.x1dDebbieCarneadvisesotherretailersnottounderestimatethepowerofcouponsandfreebiesinthesedifculteconomictimes.Shementionsspecialend-of-the-monthrafesthatshedoeswithcustomerbusinesscardsforfreecoffeeorfreemugsshesaystheexcitementissohighx1cyoux19dthinkIwasgivingawayacar.x1dPremiumcigarsdeservepremiumsurroundingsTheCarnessaytheirSmokerFriendlyhumidoristheonlyretailhumidorwithin60milesanditgetsgreatbusiness.Butthatx19snotjustafactorofitbeingtheonlyx1ccigarshowintownx1dx14the8-foot-by-6-footcigarhomex1cgoesinthewayofhigh-end