Tobacco Business

[ 24 ] TOBACCO BUSINESS [ SEPTEMBER / OCTOBER | 21 ] premium cigars, develop their palates and participate with others who are involved in the category. Retail is also where many consumers who may be classified as “aficionados” will try something new while inter- acting with other enthusiasts. It’s these reasons and more that make Cigars International such an integral part of Scandinavian Tobacco Group’s overall goals of becoming a leader in the handmade cigar category within the U.S. Cigars International has seven stores throughout the U.S., and another two are currently underway. A lot of research and planning goes into the opening of each Cigars International location, most of which is carried out by retail and real estate consultants. Santos and others at Cigars International are constantly leveraging insights from each store to refine the entire super-store concept and each location within the brand. A Cigars International super-store is different from any other traditional tobacco retail store. Each Cigars International store was created to be a destination, offering a high staff-to-guest ratio, unmatched inventory, indoor and outdoor cigar lounges, full bars and private event spaces. It’s Cigars International’s expansive physical spaces coupled with its huge selection of cigars and accesso- ries that make it a destination for many. “A trip to a Cigars International super-store will help to deepen a cigar lover’s knowledge of and interest in the category,” Santos explains. “We often see it is not until many years after patronizing retail stores that consumers will venture online to stock their humidors.” Santos notes that consumers often demand convenience and that they want more than just access to products from retailers like Cigars International. Shoppers also want a seamless transaction. There are some consumers that only want to shop online, and others want to have the option and ability to speak with a tobacconist about what they are planning to buy. This is why Cigars International works hard to provide its customers with both options: They have fully staffed call centers for those wanting human interaction and have fast turnaround and easy order tracking for those that shop online. Santos and the team at Cigars International are dedicated to not only offering consumers a huge assortment of products but also want to ensure consumers have a personalized shopping experience and quality customer service. “Our omnichannel approach is centered on meeting the consumer where, when and how they want to transact,” says Santos. “This per- sonalized approach drives consumer loyalty. Our retail stores com- plete the omnichannel experience with our brands. There, our experts are always at the ready to demystify the rituals of cigar smoking and to make every person who enters a Cigars International store feel like they’re stepping into the cigar-store version of Cheers, ensuring a tru- ly enjoyable and consistent cigar smoking experience with every visit. We also maintain the right level of contact with the consumer once the transaction is complete, serving up customized sales promotions and loyalty programs tailored to their individual needs.” Cigars International has a very well-defined mission: to deliver Keeping up with the latest trends and changes in consumer behavior is key to how Santos is able to form effective sales, marketing and operational strategies for Cigars International.