What is the most common question tobacconists hear every day from their customers? “What’s new in the humidor?” Up until about 10 years ago, most adult cigar consumers typically smoked the same thing every time, and very rarely would try new things. But times have changed drastically for retailers as consumers are demanding more choices. Thus it is imperative for retailers to adapt to new buying trends. In this edition of the Retailer Corner, we look at why it is important to bring new brands into your humidor – and how you should choose what to bring in.

With an influx of new brands and lines from different manufacturers every year, here’s some helpful tips to assist you in making decisions as to what to bring in:

1.     Look for new products that fit your customers’ budgets. In other words, if the vast majority of your customers buy cigars that cost $6-$8 each, then it’s probably not a good idea to bring in a new cigar that is priced at $20 per stick.

2.     If a new brand or line catches your eye then you should ask your regular customers if they are interested in the cigar. It’s always a good idea to gauge the interest of the adult consumer before bringing in a new brand.

3.     Choose brands or lines that are supported by marketing and advertising. Why is this important? It’s easier for the retailer to sell a product that is supported by the manufacturer. Retailers shouldn’t have to create the demand for the product; manufacturers are responsible for creating demand with advertising and promotions.

4.     Never overbuy on new brands. Sometimes retailers will bring in all five sizes of a new brand, and purchase four boxes of each size. Don’t overextend yourself. Bring in three sizes, and a couple boxes at most of each for starters. If the product sells well then you can always buy more, and if it doesn’t sell at least you won’t get stuck with too much inventory.

5.     When buying a new line extension of an existing brand you should focus on the brands that already sell. It’s safe to assume a new Montecristo, Romeo y Julieta, Camacho, or Acid will move because they have a proven track record of success with previous line extensions. When buying inventory I would always suggest you should keep your risk at a minimum.

I hope these tips will help you make smart decisions when it comes to purchasing new brands or products for your store. Santa Clara Cigars prides itself on the partnerships and relationships we create with our customers.