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WillwesurviveasanindustryIguesswewillinsomemanneraslongasederalandstategovernmentsneedthetaxrevenue.Becauseoregulationsourreedomsareslippingawayanditwilltakeconsumersandsellersaliketostanduportheirrightstoenjoyandsellwhatisstillalegalproductinthiscountry.UltimatelySilvermannotessuccessulretaildemandsevolutioncontinuallyadaptingtothechanginglandscapeandemergingopportunitiesothemarketplace.Withabout20percentoourpopulationusingtobaccoproductsinoneormoranotherourphilosophyhasalwaysbeenthatweneedtostayawareonotonlywhatourcustomerswantbutalsonewproductsthatcomeouthesays.WhowouldhavethoughtwewouldseeanelectronicdeliverysystemonicotineavailableintheshapeoacigaretteWearenotsurewhattheutureholdsbutweneedtokeepanopeneyeandmindinrelationtonewproductsorourstores.YoureadthatrightTonyDiCarlobringsnewmeaningtothephraselongtimeemployee.Now88DiCarlohasbeenwiththecompanyorawhopping70yearssincehewashiredaterhighschoolbySamKlaterthecompanysounder.IstartedasastockboyattheMillStreetstoreherecounts.Westampedcigarettesbyhandbackthenyouwouldwetthemandslidethemontothepacks.ThecigaretteswouldcomedownromthesidewalkonachuteandIdsitdownstairswiththeradioonandstampthemasweneededthem.WhilenotworkingatKlatersDiCarloplayedthedrumsandsangperormingatweddingsandlocalvenuesintown.HesgivenupperormingbutstillputsinaewdaysaweekatKlatersvisitinglocalretailcustomersanddeliveringordersbyhand.Theyvealwaystreatedmewellandtheystilldohesays.AndIenjoyitmaybeIllretireonedaybutornowIllstickaroundaslongastheyletmestay.Fityyearsinthetobaccobusiness19othemintobaccoretailhaveletLeeSilvermanconvincedthatcompaniesmustinvestdollarsinmarketingtheirstoresandtheproductsthatarecarried.Manuacturersmakedollarsavailabletothosebusinesseswillingtosharesomeotheadvertisingoverheadbutsolidproductsnotonlyimprovesalestheyalsobuildcustomerrelationshipshesays.OurcompanyhasbeenextremelyortunateinthatmysonRandyswieReneehastakenontheresponsibilityohandlingthepromotioneventsandcoordinatesalloouradvertisingortheseevents.TheollowingaremarketinginsightsromReneeSilvermanandherteamWehaveanongoingprogramocigareventsandmanuacturersaremorethanwillingtoprovideproductandhelpinputtingthemon.Otenwell-knowncompanyownersorpersonalitiestakepartintheseevents.Customershavebeenbombardedwithsomanygeneralmerchandiserewardprogramsthatyoureallyneedtotrytohavesomethingspecialtoattractthemtoyourstore.Weusegiveawayslikegolballslightersandhumidors.Wealsohaveacigarclubwheremembershipoersspecialprogramstomembers.Wetrytomakeourstoresfrst-classinappearance.Thenewerstoresaremoreupscaleaswehavelearnedwhatappealstocustomersovertheyears.Sometimesittakesonlyaminimuminvestmenttoaddaspecialoruniquetouchtoastore.JoeYoungouroperationsmanagerhastheabilitytolayoutastoreandusedisplaysignageandavailableolderdisplayurnitureandpiecestogiveastoreitsowncharacter.Hepurchasedclothingstoredummiesandcreatedsalesdisplaysthatarereallydierentandinteresting.Customersreallyseemtolikethatasitisnotthecookie-cutterlookthatyouseewithmanylocations.WeuseourwebsiteparticularlywithourCigarExpressbusiness.Itgivesustheopportunitytoshowtheextensiveproductavailableinourstores.Weusevideopoint-o-saledisplaysatourregistersandinourhumidors.Manuacturerswilltakeadvantageothisormoadvertisingtonotonlyintroduceproductsbutalsoreinorcetheirpositionsandproductsinthehumidor.Wehavedonesomereallyunones.WeranapromotionwithZippooeringacashdiscounttoanyonebringingintheircurrentlighterthatwasreallyun.Wehadeverythingrombooksomatchestoonecustomerwantingtobringinhisoldgasstove.Wealsohaveacross-the-boardpromotionsormuchmerchandiseincludingattimesLotterypromotions.ThePennsylvaniaLotteryhasbeenverysupportivetoprogramsthatwehavebymakingreeticketsavailablewithregularlotterypurchases.Ouremployeesgothoughatrainingperiod.Thecompanyhasapolicymanualavailabletoallemployees.Newemployeesmustreviewandsignothattheyhavereadandunderstandtheirbeneftsandresponsibilitieswhentheyacceptajobwithourcompany.Theyalsogothroughon-the-jobtrainingandaresometimesmovedbetweenlocationsinaneorttoroundouttheirexperienceindealingwithdierentcustomersandtheirunderstandingotheneedtobeSmokerFriendlytoalloourcustomers.WeareespeciallystronginWeCardandFDAregulationtraining.Thisisamustintodaystobaccoenvironment.Employeesmustunderstandtheirresponsibilitiesandpotentialpenaltieswhenitcomestothesaleotobaccoproducts.BuildingloyaltyTOBACCOOUTLETBUSINESSSEPTEMBEROCTOBER201180tOBHencelessonno.5FigHtForyourBusinesstonydicArlo70yeArsAtKlAFtersevcmwaamsaaaemahmapfapmema