Category Management | Tobacco
“There has to be that constant vigilance that is in the hearts and minds of your cashiers every hour of every day,” he advised.
4. GET INVOLVED LEGISLATIVELY
2. MASTER COMPLIANCE
While it’s important to please the right customers, retailers need to be just as mindful to NOT sell to the wrong customers. Do not overlook regulatory compliance in merchandising the tobacco set. “Here in New York state, there is a required redlettered sign that says that we don’t sell tobacco products to minors,” said Jim Calvin, president of the New York Association of Convenience Stores. “There’s also a corresponding sign about not selling vaping products to minors. But every state has different requirements.” Staying on top of these requirements — especially if you have locations in multiple states — is essential to properly selling the tobacco back bar. For example, some states require very specific signage while others do not, Calvin noted.
3. PRIORITIZE TRAINING
Going even further, Calvin strongly recommended developing a store “culture of continuous vigilance” in preventing the sale of tobacco products to minors. And that means repetitive training. “Training people once and hoping that they remember it and retain it forevermore — it does not work,” Calvin cautioned. “There need to be constant reminders.” A store’s entire staff, he said, must internalize the responsibility so it becomes automatic. 58
CSTORE DECISIONS •
October 2021
Calvin also stressed the need to be active in convenience industry trade organizations as well as with other retailers and industry groups. When you amplify your voice, it’s more likely to be heard. “It’s important to be plugged in to your trade association as to what types of laws and regulations are already on the books and new ones that are being proposed,” he advised. Retailers should remember that they are able to have some influence with lawmakers by attending the next public hearing or town board meeting. This is becoming increasingly important given the trend of local governments passing tobacco-related ordinances. More localities are requiring retailers to have a town or city or county tobacco license — on top of a state license.
5. PROMOTE TOBACCO DEALS
Using signage to promote tobacco prices and deals is key to boosting tobacco sales, advised Fuel City’s Segura. “Make sure that if you are offering those multi-pack specials, put that big around your tobacco displays so (customers) can see that. Be consistent with it.” Segura strongly advised that retailers give the customers what they ask for — that’ll lift sales throughout the store. “We have a lot of return customers,” he said. “If you find a customer that likes an off-brand … and they want it, bring it in for them. Then keep it in stock for them, and you’ll keep that customer coming.” CSD
fast facts: • Tobacco consumers love multi-packs. • Electronic nicotine delivery systems and spitless are seeing the greatest sales gains. • Training and vigilance prevent underage tobacco sales.
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