Home Center Merchant

BILL FISHMAN

Bill Fishman & Atfiliates

11650 lberia Place San Diego, Ca.92128

It! OUe interesting trends are devel- tU oping in home center retailing. Many of the mass retailers, who have already established their low price position within the do-it-yourselImarket, are now promoting service in their advertising. They are also making a bigger and bolder bid lor industrial and commercial accounts.

Payless Cashway's ads now feature: "lntroducing. COMMERCIAL ACCOUNTS lf your business is property management, residential remodeling, retail, manufacturing, building maintenance, school, government agencies, etc., you need our Commercial Credit Account."

Payless offers an open line of credit, centralized billing and accounting and itemized monthly statements.

Jlandy [)an's ads now read: "Attention Purchasing Agents Handy Dan Commercial Division

- Your single source for maintenance and renovation supplies."

The tlandy l)an ad boasts credit programs, centralized billing, advance order placement and field reps.

Although I haven't seen copies of their direct mail program. I'm sure that both these retailers have identified and direct mail targeted this high-volume market segment.

One service feature that is now being promoted heavily by the chains is delivery and more frequently FREE delivery.

Mr. Good Buys promotes: "We deliver anything you purchase