Interview with an Expert: Sales

Pricing matters. Product mix matters. Promotions matter.

But talk to David Brinkley, and you’ll hear a different answer when it comes to what actually drives consistent results at retail: Merchandising is what brings it all together.

We sat down with Cheyenne International’s Vice President of Sales to get his perspective on what’s working in stores today, and where retailers may be leaving sales on the table.

Q: You spend a lot of time in the field. What are the biggest trends you’re seeing at retail right now?

David: Value continues to drive the category. Adult tobacco consumers are more price-conscious, and they’re gravitating toward products they know they can rely on. At the same time, shopping habits are faster. Customers aren’t spending as much time browsing as they once did. They’re making quick, familiar choices.

Q: Why does merchandising matter in today’s environment?

David: Because the purchase decision is happening right at the fixture. If your set is cluttered, inconsistent, or out of stock, you’re creating friction for the consumer. Good merchandising simplifies the decision. It highlights what matters and makes it easy for the customer to grab what they came in for.

Q: How does poor merchandising impact sales?

David: To put it plain and simple, it leads to missed opportunities. If a product isn’t visible or available, it can’t sell. We see it all the time in the field. Retailers don’t realize how many sales they’re losing due to out-of-stocks or poor placement. Even small gaps can add up over time.

Q: What separates high-performing stores from the rest?

David: Consistency. The best stores keep their sets clean, organized, and fully stocked. They’re not constantly changing things either. They’re executing well on the fundamentals. Their top products are always where they should be, and customers know what to expect when they walk in.

Q: What are some common merchandising mistakes retailers should avoid?

David: Overloading the set is a big one. Too many SKUs can actually hurt performance because it becomes harder for customers to find what they want. Another mistake is not prioritizing best sellers. If your top products aren’t front and center, you’re making it harder for them to move.

Q: How can retailers make smarter decisions with limited shelf space?

David: You have to be selective. Focus on products that are proven to move. That’s where simplifying your set around high-velocity items makes a difference. For example, Cheyenne Cigars Core Four gives retailers a strong, reliable foundation. These products consistently perform across different markets. When you prioritize what works, you maximize every inch of space.

Q: What role does brand familiarity play at the shelf?

David: It plays a huge role. Customers tend to stick with brands they trust. That’s why visibility is so important. When familiar products are easy to find, it reinforces that trust and drives repeat purchases.

Q: How often should retailers evaluate their set?

David: Regularly – but it doesn’t have to be complicated. Even a quick weekly check can make a difference. Look for gaps, check your inventory levels, and make sure your top products are positioned correctly. Small, consistent adjustments go a long way.

Q: What’s one simple step retailers can take today to improve?

David: Step behind the counter and look at your set as a customer would. Can you immediately find your best sellers? Are they stocked and easy to grab? Does anything look cluttered or confusing? If something feels off, fix it. Those small improvements can have a real impact on sales.