Tobacco Business

[ 72 ] TOBACCO BUSINESS [ MARCH / APRIL | 21 ] current trends and events. As tobacconists continue to grapple with changing consumer behavior brought on by the pandemic, Bendett’s latest tobacco business can serve as inspiration for other retailers who want to expand their businesses online. Bringing In-Store Experiences Online Bendett chose to name his new online business and website Scotty’s Cigars because he wanted to create a bond and connection with customers from the moment they heard his business’s name. “When someone is shopping on my website, they are shopping with me. Another online retailer I admire says, ‘Everyone who orders from us is not just an order number; they are a customer.’ I feel exactly the same way.” Just as any retailer can attest to, the most challenging aspect of launching an online business is attracting new customers to it. Many of the most popular methods of advertising online, such as Facebook ads and other forms of online advertising, are off limits to many tobacco businesses due to restrictions. This requires retailers like Bendett to be creative and leverage what is available to them the best they can, including organic results on Google and other search engines and social media engagement. Bendett is also counting on word-of-mouth referrals to help Scotty’s Cigars gain new customers and attention. “While it’s clear that the online cigar business is booming like never before, there is also a lot more competition than there was in the old days. Trying to rise above the noise and make customers aware that we are here, open and ready to digitally provide as much of the outstanding experience as shopping at one of my brick-and-mortar shops can offer is our main focus these days.” When it comes to what sets Scotty’s Cigars apart from other e-commerce cigar websites, Bendett says he credits his extremely talented staff for helping him build a site and business that will have customers wanting to make a return visit. “Alex [Waters] has worked in my largest store for over a decade and has managed it for many years now,” he says. “Kaira [Ouellette] has also been with me for over a decade. The two of them are among the most knowledgeable people in the entire industry, in my opinion, and having people like them available to answer questions for customers and oversee production is something that few other online shops can boast. Their ability to ensure every order that leaves our shop arrives in the same condition that it would arrive in the hands of a brick- and-mortar customer is invaluable. During the recent holiday season, we had a handful of orders get caught up in shipping delays caused by the carrier backups. Because of our careful packaging and having Alex, Kaira and our other customer service folks keeping customers updated with the best info we had, every last order arrived in pristine condition, and we had zero complaints or returns.” Another key team member is Travis Lord, who built the website for Scotty’s Cigars. “His experience of innovating with the biggest online retailers out there is invaluable and helps us to compete with the big-box evil discounting online giants we’re up against every day,” Bendett explains. “His efforts lead into the other major area of my company that makes us unique, which is our website. My goal was to bring the full brick-and-mortar experience to the web, and the many interactive features serve that goal. Travis and I worked hard to consider the many different ways people like to shop in the store and used his knowledge of technology to bring them to life on the web.” One of those brick-and-mortar experiences that Bendett wanted to bring online was a loyalty program. Scotty’s Cigar Club is an interactive rewards program that offers points for a wide variety of non-purchase actions that make it beneficial for people to come to the website for reasons beyond just making a purchase. There are other features under review that will make Scotty’s Cigar Club even more important to customer retention and engagement. Customers can also negotiate prices, request a price match or join the loyalty program, all through the Scotty’s Cigars website. When it comes to orders made online, Bendett and his team handle each transaction with the same care and attention that a customer would get if they made a purchase in a brick-and-mortar store. Even though Bendett has vast experience with e-commerce, he continues to run two traditional brick-and-mortar stores as well.