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50TOBACCOOUTLETBUSINESSSEPTEMBEROCTOBER2009MakeGivinGeasyTeSilvermansseetheirstoresx19salesspikeinthedaysim-mediatelyprecedingChristmaswhenshoppersx3ocktothestoresorlast-minutegits.x1foox2erdix2erentpricepointsorgit-givingcustomerstheSilvermansocusonpre-packsandsamplersorholidaybuyers.x1cLotsopeoplecomeinandwanttobuyagitandtheyhaveanideaowhattheywanttospendinmindbuttheydonx19tknowexactlywhattheywanttobuyx1dsaysRenee.TeSilvermanscombinepre-packswithstoregitcardstobuildrelationshipswithnewcustomers.x1cYoux19rehopingtogetcustomerstocomeintothestoreorthex1rsttimewiththeideathattheywillcomeinagainx1dsaysRandy.x1cLetx19ssayyouhaveawiewhocomesinandwantstobuysomecigarsorherhusbandasagit.Sheotenwonx19tknowwhattobuyandwillchooseoneothesamplerpacks.Weliketohaveagitcardattachedandthatwillhopeullyencourageherhusbandtocomeinlater.x1dWeineragreesthatgitcardsmoveduringtheholidays.x1cAlotopeoplecomeinorgitcardstouseasstockingstux2ersx1dhesays.x1cEspeciallywhenitcomestotobaccoyoumayhavecustomerscomingintobuyagitorsomeoneelsewhodonx19tknowexactlywhattherecipientmightlike.Agitcardal-lowstherecipientstocomebacktogetwhattheywant.x1dReneesaysemployeecontestsandPOSdisplayshelppro-moteSmokerFriendlyCigarExpressgitcardsales.Lastyearthecompanyranacontestwhereanentirestorewouldgetamonetaryawardorachievingacertainsalestarget.TeSilvermansplantopromoteindividualemployeeawardsthisyear.x1cItx19shardertotrackbutIthinkthatpeopleliketohaveanicecheckdirectlyhandedtothemx1dsaysRenee.Testrategyseemstopayox2.In2008gitcardsalesjumpedtremendouslyasemployeessold219gitcardsorapproxi-mately6000inrevenues.Tisyearthegoalis250cards.Weinersayshedoesnx19tdoalotobuyingspecix1callyortheholidaysashekeepsmostotheitemsinhismixstockedallyearbutliketheSilvermanshex19llattendtheIPCPRshowandplacesamplerpackordersortheholidayseason.Hex19llalsomakesurehex19swellstockedwiththeairreshenersandseasonalcandlesthatsellwellduringtheholidaysandhex19llhavehismanagerslookatbringinginasmallnumberohigh-endaccessoriessuchashumidorsinthe150range.x1cOcourseitx19sreallythestoremanagerx19schoicex1dWeinersays.x1cOurclienteledix2ersromstoretostore.x1fwentyoourstoresinmoreafuentareashavehumidorsandtheytendtosellmoreaccessoriessuchashumidorscuttersandlighters.x1dSmokerFriendlystoremanagershavealsohadsuccesswithsettingupatableoaccessoriesthatmakeidealgitsreportsWeiner.Asasimplebutex2ectivetacticmanagersdecorategititemswithbowsorribbonsandtheyalsoputabowonsamplerpacksinthehumidor.x1cTisreallyseemstohelpcus-tomerswhoarelookingoragitdecidewhattobuy.x1dPROMOTiOnsTHaTWORkTeSilvermansalsoboostsaleswithin-storeconteststhatdix2erentiatetheiroutletsromtheaverageconveniencestore.x1cAlotovendorscoordinatethesepromotionsandtheydothemwellx1dsaysRenee.x1cGeneralCigarorexampledidagolbagpromotionoruswherecustomerscouldwinaMacanudogolbag.Mostconveniencestoresdonx19thavethesetypesopromotions.x1dWeinersaystheSmokerFriendlycorporatestoreshavealsooundsuccesswithholiday-relatedcontests.x1cWex19lldoadraw-ingwherethecustomerwinsaprizeattheendotheseason....PrizesareusuallysomethinglikeaZippoorColibrilighterthatcustomerscangiveawayasagitorjustkeeporthemselves.x1dHOTHOlidayMaRkeTinGTiPsPre-packsandsamplersmakegreatgiftideasforundecidedbuyers.Promotinggiftcardsencouragescustomerstoreturn.Contestsordrawingshelpdifferentiateyouroutletfromconvenienceandgrocerystores.Discountsorsaleshelpyourstorecompeteforthecustomerx19sattentionduringtheholidays.Radioadsareacost-effectivewaytoreachamassaudience.E-mailblastsofferaninexpensivewaytoreachyourregulars.x1cYoux19rehopingtogetcustomerstocomeintothestorexaorthefrsttimewiththeideathattheywillcomeinagain.x1dx14RandySilverman