Page 14 - TOB Magazine Jan/Feb 2013

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TOBACCO OUTLET BUSINESS
JANUARY/FEBRUARY 2013
seen a steady increase in premium
cigar sales as we have placed a greater
merchandising emphasis on the
category,” according to Bill Grantz,
owner/partner of the chain. “We’re
running more frequent promotions
and more events.”
Give private label a healthy push.
Premium cigars are double-digit
growth for another Smoker Friendly
authorized dealer chain—Tobacco
Connection/Big Smoke in Nampa,
Idaho. Here, the Smoker Friendly
private label cigar brand is making the
difference, according to Mac McCoy,
general manager of retail operations.
“We expanded our Smoker Friendly
brand presence by creating a section
within every humidor,” he tells TOB .
Run a “Cigar of the Month”
program. Tobacco Connection/
Big Smoke also runs a “Cigar of the
Month” program, which not only
entices customers but focuses on
employee education and includes a
sales contest for employees. “We also
support the Tobacconist University
program and offer incentives for
any employee who completes the
program,” according to McCoy.
Feature a new high-rated
cigar periodically. Premium cigar
customers like to be exposed to
constant change in the mix and yet
they always want to be able to find
their favorites, according to Paul
Mahoney, owner of Puff Super Value,
based in Mill Hall, Pennsylvania. So
he keeps a steady assortment for the
most part, mixing it up periodically
with an easy addition—a high-rated
cigar, typically one in the ’90s, as
classified by Cigar Af icionado. “We
get something new with a high rating
every now and then to change it
up, about every couple of months,”
Mahoney relays. “Anything over 90
is good, 92 is a good number. We
just put it in our humidors in its box,
featuring the rating right on the box.
We talk it up, too.”
Expand to walk-in humidors
where it makes sense. Premium cigars
continue to grow for Tobacco Central
dba Low Bob’s, based in South Bend,
Indiana, but in some stores more
than others—and so the chain has
strategized accordingly. “In some
locations where we had double-digit
growth, we went from cases and wall
humidors to full walk-in humidors to
capitalize on that growth,” according
to Frank Davoli, director of sales and
marketing. “In every store where we
made the change, the premium cigar
business increased yet again. We are
hoping to maintain our growth in the
cold weather, too.”
Let them lounge. Sales in premium
cigars have continued to grow over
the last several years for Klafters,
based in New Castle, Pennsylvania.
Like some other top players, “we
continue to remodel and expand our
humidors where we can, and if there
is room and sufficient parking for a
smoking lounge, we will add one,”
says Randy Silverman, president.
Bank on brick-and-mortar-only
brands. Another premium cigar
resolution at Klafters is to take
the Internet competition out of
its equation. “We are shifting our
humidors to carry more brands that
are not deep-discounted online or to
those that are specifically designated
as brick-and-mortar-only brands,”
Silverman explains.
Randy Silverman
“In some locations where we had double-
digit growth, we went from cases and wall
humidors to full walk-in humidors to capitalize
on that growth. In every store where we
made the change, the premium cigar
business increased yet again.”