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82TOBACCOOUTLETBUSINESSNOVEMBERDECEMBER2011humidorsx1daccordingtoWillCarne.x1cItx19sgotSpanishcedarandmarbleoorsx14thecedarisimportedfromCentralAmerica.x1dTheCarnesbelievepremiumcigarsshouldbetreatedwithpremiumrespect.x15utsidesignspointtoincreasedbusinessNanoSecondsmakesgooduseofitsout-frontsignagealetter-boardthatalternatesbusinessspecialsfromthethreegroupsx14promotingall-naturalsmoothiesonedayapumpkinspicelatteanotherdayapremiumcigarorx1cVisitourWalk-inHumidorx1dthenextday.PhoneorderscanringupmoresalesRegularcustomersenjoythefactthattheNanoSecondsbusinessallowsthemtophoneordersinforitemssuchascoffeeandcigarettes.x1cWeput100or50ontheiraccountwithacreditcardtheyphonetheirorderinandtheypickitupatthedrive-throughallowingthemtogetintoworkasquicklyastheycanx1dDebbieCarnerelays.x10rive-upwindowscandrivebusinessNanoSecondsdoesnx19thavegaspumpsbutitdoeshaveadrive-upwindowthattakesordersforallthreebusinessesespeciallycateringtohandicappedcustomersandtobaccocustomerswithchildreninthecarwhocanx19tbebroughtinside.Itisalsoausefulserviceininclementweather.Allemployeesaretrainedtohandleallthreebusinessesbothinsidethestoreandatthedrive-throughwindow.WillCarnesaysthatwhilemostcustomerswillringuphighersalesiftheycomeinsideandshopthedrive-throughservicedoesattractcustomerswhomightnotcomeinsideatalltherebyincreasingoverallbusiness.Theserviceisalsoperceivedasavalue-add.x14igareventscanbeexclusivecommunityeventsTheSmokerFriendlyintheNanoSecondscomplexhashadfourverysuccessfulcigareventsinpartbygettinglocalrestaurantsinvolved.x1cThersteventwehadwerentedahugetentfortheparkinglotbutthenwehadbadweatherx1drecallsDebbieCarne.SothenthebusinessgotreallysmartandgotlocalbarsandrestaurantsintowninvolvedtohosttheeventwithNanoSeconds.x1cTheycloseddowntheirbaranddiningareaandweofferedave-coursemealnewinebeerandcigarsx14allfor50x1dsheexplains.Mostofthecostcoverstheexpenseofthemeal.Againwordofmouthhasheightenedtheexcitementfortheseeventsashastheexclusivityofattending.x1cWeadvertisethemin-storewithasign-upsheetonthecounterandwepostsignsonthedoorbutwecanhaveonly30peoplemaxattherestaurantssoweactuallydonx19tgooverboardwithadvertising.x1dx11Yx15machinesrolloutloyaltyandsometimesancillarypurchasesWhilelegislationispendingonhowretailerswithRYOmachinesinMichiganshouldbetaxedtheCarnesx19businessisdoingwellwithnotonebuttwoRYOmachinesitx1crentsx1douttoloyalrepeatcustomers.AllemployeesaretrainedtoverballyteachcustomersstepbystephowtorolltheirowncigarettesandthetrendhasreallycaughtonthroughwordofmouthaccordingtoDebbieCarne.Whilethemachineisworkingcustomersarenx19tallowedtoleavethebuildingbuttheyoftenstrolltootherpartsofthestoreandbuymoreaccessoriesbeveragesandotheritemssheadds.SeasonshavesellingpowerAstorethatknowsitsbestsellingseasonsandmarketsappropriatelywillhaveahandleonaneffectivetoolnichemarketing.ForNanoSecondsthosesellingseasonsarethehuntingdeerseasonandthegolfseason.SpecialsandanoverallsenseofcateringtotheseseasonalcrowdshaveworkedtheirsellingmagicaccordingtotheCarnes.TOB