A five cent cigar

“What this country needs is a really good 5 cent cigar” was a famous American maxim coined by Thomas Riley Marshall in 1917. Marshall served as the 28th Vice President of the United States under Woodrow Wilson from 1913 to 1921.

How does this relate to Panama? Well? it has nothing to do with cigars, but a lot to do with comfort levels and selling books in Panama

Book stores! What wonderful establishments they are. Aside from being a depository of knowledge, they also come in many shapes, sizes and comfort levels.

Yes, comfort levels! Like most everything in life, we relate to environments. In other words, does a place give us good or bad vibes?

So what makes a book store a wonderful comfort level

Well, it actually starts with smell. From a purist point of view, it’s the musty scent of old books

From a modern marketing vantage it’s the aroma of fresh coffee and pastries; creating an instant emotional reaction that increases profitability by giving more reasons for customers to purchase.

This is a science in itself that matches different scents with a predictable response. For example, the aroma of cinnamon, coffee and apples produces a feeling of home cooking, warmth and coziness.

The essence of orange triggers a sense of feeling healthy, while lemon equates to freshnes

Here are few other retail secrets that increase sales?

Music is enticing to the senses that has a direct relationship to comfort levels.

Case in point, Baby Boomers relate more to classical music, whereas Generation-Xers are more motivated by jaz

The lighting within a book store also has a big effect on sales.

Low light levels have a direct relationship to quality and higher end book inventory.

On the contrary, bright light levels suggest lower, even bargain book prices

The floor layout of a book store is also related to sales.

People tend to move to their right. Therefore, savvy book store owners locate their cafés, higher margin books and music sections at the front of the stores - on the right.

So? what gives a book store a super high comfort level? For me, it’s all about cozy, intimate spaces.

There’s one other thing – being able to smoke not just “a really good 5 cent cigar,” but a full-bodied, robust Churchill length, Connecticut shade wrapped Madura cigar.

But, of course, the days of enjoying a good smoke in a public Panamanian establishment is now long gone; unless an enterprising book store proprietor created an outside space where the best of both worlds could be equally enjoyed

If you’re a lover of books, check out Exedra Books www.exedrabooks.com The American owned store is located at Esquina de Vía España and Vía Brasil, diagonal to Galerias Obarrio.

It has its own special charm that makes it uniquely Panamanian.

Rob Kircher is a Marketing and & Advertising consultant who has recently set up business in Panama but is a regular commuter to his business in Miami, Florida.