Tobacco Business

[ 80 ] TOBACCO BUSINESS [ MAY / JUNE | 21 ] products like the Le Grand lighter, the company continues to push the envelope with each release through advances in product design and technology. Earlier this year, S.T. Dupont launched its new Megajet collection, the latest addition to its jet flame lineup. Megajet has a bold and refined design that coincides with S.T. Dupont’s tradition of excellence and innovation by featuring a new extra-wide flame that’s perfect for lighting a cigar. The Megajet features an extra wide flame that makes it easy to light cigars with larger ring gauges. The Megajet’s large size is its best and most defining feature, seconded by its ability to hold enough fuel for up to 200 ignitions. Another recent release is the S.T. Dupont Defi XXtreme. The S.T. Dupont Defi XXtreme has a distinctive ergonomically designed, oversized bumper and dual-flame technology, as well as a list of features that will excite many cigar smokers, including its ability to withstand high winds while maintaining efficiency in a number of other conditions. Defi XXtreme’s shock-proof bumper is made from a highly resistant, semi-rigid material that will protect the lighter while also providing an excellent grip for the user. On the higher end of its portfolio, S.T. Dupont has released the Ligne 2 Perfect Ping. S.T. Dupont’s lighters have long been known for the familiar “ping” sound they make when the light- er is opened, and this particular lighter guarantees the user will hear that iconic sound when it’s opened. On the lower end of the price spectrum is the S.T. Dupont Hooked, a recent release that turned heads because of its very affordable price point of $69 as well as its design. Hooked’s design is based on S.T. Dupont’s popular Ligne 2 lighter and comes in 22 different finishes. S.T. Dupont’s portfolio includes a lighter for almost every price point, making the luxury French brand accessible to a wide range of cigar smokers. Trust and Confidence Cole understands that Coles of London must address some of the current issues that are preventing S.T. Dupont from fully being perceived and accepted as a luxury brand. This means ending 3 Tips for Selling Luxury How does one sell a luxury brand like S.T. Dupont? Mark Cole, president of Coles of London, provides three tips that can help you sell higher-end products and experiences to anyone. Understand the customer . Always put yourself in the shoes of who you’re selling to. Talk to the customers. What is it that your customers want or expect from you and the product that you’re selling to them? Maintaining a close relationship with your customers and communicating with them regularly will help you build a business that appeals to them. Provide excellent service. Don’t strive to give your customers good customer service— give them excellent service. This is done by responding to any questions they have quickly, keeping them updated on your business and the products you’re selling, and providing other news and information that will help manage their expectations. 1. 2. 3. online discounting and improving the repair service issue, two prob- lems that, once resolved, will help the brand to restore confidence among its retailer and consumer base. As the company works on these issues, the next big goal for Coles of London is to expand S.T. Dupont’s distribution network of brick-and-mortar partners. Coles of London’s goal is to communicate to these retailers in particular that S.T. Dupont should be carried by them and that they should have con- fidence in the strength and prospect of its products. Success depends on Coles of London’s ability to reestablish S.T. Dupont as a luxury brand, increasing the brand’s availability in brick-and-mortar stores and also increasing sales. Retailers have seen a lot of changes with S.T. Dupont within the U.S. over the past two decades, but what Cole hopes his company will bring to the brand going forward is consistency in terms of how it is distributed, marketed and perceived within the U.S. Coles of London will work hard to deliver these results and hopes that through its efforts, retail confidence and trust surrounding the S.T. Dupont and its luxury products will also grow stronger. TB