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78
TOBACCO OUTLET BUSINESS
MAY/JUNE 2012
trench marketing
BY MICHAEL GELFAND
Atmosphere doesn’t get much homier than the vibe
at The Cigar Room in Lafayette, New Jersey. If you’ve
ever seen the television show
Cheers
, you have a pretty
good idea of the customer experience at this cigar
smoker’s haven.
The shop boasts a fair amount of floor space—
about 2,200 square feet—but partial walls and plush
furnishings divide the space into several club-like
seating areas where visitors can settle in and socialize
in comfort. And most cigar smokers walking through its
front door are hailed by name by store manager Larry
Gonnello, who was actually a customer himself before
being hired by owner Maria Pantaleone in 2008.
“I had been working the trade show industry, but I
loved cigars,” says Gonnello. “I always thought, what
a great business to be in. So when Maria asked me if I
could manage the store for her, I said, ‘Yes, absolutely.’”
Gonnello credits Pantaleone for setting the tone at
The Cigar Room, which carries only hand-rolled cigars,
accessories and a few specialty tobacco brands, such
as Djarum. “She makes it a family atmosphere; most
of our business is with repeat customers and everyone
here treats each other like family,” he says. “She owns
the store, but because of the way she is, I feel that it’s
my store too and I believe that’s how our customers
feel as well—it’s like a second home to them.”
In fact, the customers play a significant role in the
store’s success and even contribute to its ambiance.
Room to Grow
The Cigar Room wins loyal customers with a convivial
environment and a calendar packed with festive events.
Store Manager Larry Gonnello