Tobacco Business

[ 86 ] TOBACCO BUSINESS [ NOVEMBER / DECEMBER | 21 ] Another important touchpoint is Wooden Indian Tobacco Shop’s online store. Before the COVID-19 pandemic, Wooden Indian Tobacco Shop had an e-commerce store that served as a complement to the physical store. Once the pandemic took hold of the economy, Wooden Indian Tobacco Shop pivoted and focused more of its attention on improving its e-commerce platform so that it not only served its current customers but would also reach and serve cigar smokers from all over the world. “Most tobacconists are hesitant to get into e-commerce because the competition is ‘lowest price is best.’ We truly believe selection is key. E-commerce creates a virtual humidor for anyone to access, and we wanted a way for more people to be able to see what we had to offer, not just the locals.” Wooden Indian Tobacco Shop’s online store allows it to remain relevant in a retail world that’s been reshaped not only by technology but also by the pandemic. Not establishing the e-commerce store sooner is the one thing Wood says the team would change if given the chance due to the value e-commerce brings to the store’s efforts to grow its customer base. “It’s so rewarding to hear someone in California absolutely adored our cigars,” he says. “The online marketplace really allows us to make that kind of difference for cigar enthusiasts from all over.” Bring Them Back Education plays a key role in being a great tobacconist. Learning and educating often is directed toward consumers, but in Wood’s opinion, education begins with retailers. Retailers must learn all they can about the life cycle of tobacco—from seed to shelf—and they also need to stay on top of the latest information and interests of customers. This is the only way retailers will be able to provide their customers and communities with the best experience and service possible. In addition to having a vision for your business similar to what Mayer had for Wooden Indian Tobacco Shop, Wood has a final piece of advice for those tobacco retailers who are interested in growth: You should absolutely treat your customers and staff like family. “The brotherhood, sisterhood and overall love of the leaf is a feeling unlike anything else I’ve experienced in my life,” he says. “I would wish this feeling on anyone. It’s from a real and honest place. We all have such respect for this mighty leaf and what it provides. Imparting that sentiment and love on how you interact with customers will resonate. They will get pulled in and fascinated as much as you are with tobacco, and it will bring them back for more.” TB Looking to breathe new life into your already established tobacco retail store? Dan Wood, general manager of Wooden Indian Tobacco Shop, offers these three valuable tips. 1. Talk to your customers. Building trust with customers keeps them coming back for not only more products but also for additional knowledge and experiences. 2. Teach what you know. Education allows retailers to provide their customers with the most current information in the industry while also giving them the newest and latest cigars. Informing customers of the history behind brands and cigars of the past will help them relate to what’s available in the humidor today. 3. Get social. You must have an active social media presence. It’s the only way to stay relevant and be seen in this day and age. 3 Business-Building Tips for Retailers Wooden Indian Tobacco Shop carries a mix of familiar and newer cigar brands and offers its products in store as well as online.