
In taking what she calls a “customer-centric” approach to the tobacco category, Chelsey Capps says identifying the wants and needs of emerging demographics—specifically millennials—and responding with new merchandising tactics is critical for keeping the segment vibrant and profitable.
To that end, Capps, merchandise manager for American Retail Services, better known as ARS, Oceanside, Calif., has made significant changes with contracts and store sets. So far, the yearlong gamble is paying off for the eight-state, 144-store chain.