Page 13 - TOB Magazine Jan/Feb 2013

30
TOBACCO OUTLET BUSINESS
JANUARY/FEBRUARY 2013
Some of TOB’s Top 50 players weigh in on their cigar business and
how they plan to move it forward into 2013.
Cigar Resolve from the Top
By Renee M. Covino
It’s a new year—hence the perfect
chance for a new and improved
way of looking at your cigar
business. And some of Tobacco Outlet
Business’s Top 50 players just may
inspire you with one idea or simply the
confirmation of a direction you were
already going in or thinking of going in.
Have you made any specific cigar
business resolutions? Here are strategic
views from top industry players (many
who have recently expanded the
category) for you to ponder in the new
year:
The magic is in the merchandising.
The premium cigar sales at Collett
Enterprises, based in Seymour, Indiana,
are up 35 percent compared to last year,
and president Darren Collett thinks
“it’s all in the merchandising.” First, the
assortments were expanded, thanks to
the extension of the number of walk-
in and reach-in humidors at existing
locations. From there, Collett believes
strongly in the suggestive selling
techniques of associates. “It’s all about
educating our associates, engaging the
customers, and closing the deal,” he
says. “We’re also promoting our private
label brand, which is 30 percent of our
premium cigar category.”
Similarly, at Cox’s Smokers Outlet
in Louisville, Kentucky, “we have
Darren Collett