Tobacco Business

done so by listening to the consumers as well as the industry. They’ve observed and taken note of how consumers’ preferences and behaviors have changed over the years and also understand that, as a retailer, remaining stagnant is not an option—and that in retail, a business must evolve to remain competitive. To celebrate its 50 years of business, JR Cigar felt it was fitting to thank its customers with several exclusive releases that were done in collaboration with some well-known brands. These special releases include the Crowned Heads Mother Church, Aganorsa JR 50th, Davidoff JR 50th and Alec & Bradley Wagyu A5+, among others. The company also released a limited edition vitola from the Aging Room Quattro Nicaragua line and the JR Cigar Ultimate 50th Anniversary. There are numerous giveaways and specials in the works for both the company’s customers and its employees, including a special event that is in the works. “It was important to us that we celebrate this occasion at every level with all the people who have helped us along this journey,” states Libretti. These special anniversary releases are also part of JR Cigar’s long- term strategy—to continue to make an impact through innovation. “It is no longer just about having the best prices but more about offering the consumer something unique, something they can’t find anywhere else,” says Libretti. “With such stiff competition, the main objective today is to stay ahead of the game in terms of productive development and customer experience. As with our 50th anniversary, we are upping our game, so to speak, in terms of exclusives and private labels with a wide variety of manufacturers. We also want to offer our customers an amazing overall experience, so we have instituted a brand-new loyalty program that rewards our customers for shopping with us.” As the cigar industry continues to evolve, so does JR Cigar. Its evolution from a small, single-store tobacconist in New York City to the powerhouse retailer that it is today is evidence of the payoff that comes from being willing to change and adapt when the market and situation calls for it. For those retailers looking for ways to grow their businesses, Libretti offers the following advice: plan accordingly. Branching out into a new retail channel is possible, but to have ultimate success, you will need to do the proper research and discover what the best practices are for that channel. It’s best to figure out what your potential competitors are doing and how you can bring something new to the market that consumers will love. TB [ T O B A C C O B U S I N E S S . C O M ] TOBACCO BUSINESS [ 47 ]