Gan you identify your treated wood customeft

It NOWING vour customer and l\ what he wants to buy is a selling axiom, but can you readily identify your CCA pressure treated product customer and his needs?

The average buyer of CCA pressure treated products is a married male, 40 years old, who lives in a house valued at less than $100,000 and earns $50,000 or more a year.

A d-i-yer, he averages about l7 hours of work on his home each month. He probably has purchased or used pressure treated lumber products within the last three years, paying about $750 for them, or hired a professional contractor/remodeler to do a treated lumber application for him, However, he probably doesn'l remember the brand of CCA pressure treated wood used.

Chances are his wife works. They have two children. Both spouses have some college education. Each week he spends about 15 hours listening to the radio, 14 hours in front ofthe tv and five hours reading the newspaper.

He dominates the purchasing decisions after his wife suggests a project. Although the idea is hers, he decides upon the materials, buys them and does most of the work.

The typical CCA pressure treated wood customer was developed in a national survey conducted by Dr.

Steve Sinclair and Paul Smith of the Forest Products Marketing Program at Virginia Polytechnic Institute and State University, Blacksburg, Va.

"Traditionally, very little research has been done on the buying habits of the final consumer of the majority of lumber and wood products," Sinclair said. "Much of the demand for treated lumber depends on demand by the final household consumers, but their needs, preferences and attitudes toward treated wood products are poorly understood. The purpose of this study was to enhance this understanding."

In addition to identifying the typical customer. the two researchers determined what this consumer wanted in the way of products, quality and service. Landscaping such as fences, timber and lattice work were found to be the most common uses for treated wood. Nearly half the homes surveyed had decks and over a third had outdoor structures of treated lumber such as sheds, garages, carports and boat docks.

The survey revealed buyers consider board straightness the No. I priority. General appearance, price and grade were next in importance. Brand names apparently had little effect on the perception of quality and value, but those surveyed said they would pay more for higher appearance.

Knowledgeable salespeople was their top consideration in selecting a source of supply. Product variety, convenient location, store reputation, price incentives, warranty and extras such as d-i-y plans were secondary motivators. Delivery service and promotional materials were considered even less important.

Treated products most desired by persons surveyed were those for landscaping or outdoor use such as landscaping timbers, residential

Consumer Rofings of PRODUCT ATTRIBUTES in the South

Pressure Treated Sales

According to the latest industry figures, sales of lumber and ptywood pressure treated with waterborne preservatives - principally CCA and ACZA - increased 7-l/20/o over the previous year, and are up almost 500/o since 1984.

The latest figures reflect 1988 activity and are based on a comprehensive report sponsored by eight treating associations.

Lumber, timber, and plywood accounted for 690/o of this volume. This includes 6,095,156,000 board feet of lumber; 641,237,000 board feet of timbers; and 406,560,000 square feet of plywood (3/8" basis). Southern pine comprises 8lo/o of the lumber and timber volume, and western softwoods l7o/0. ln plywood, 64% of the volume was southern pine and 360/o western plywood.

Of the above figures, 690/o are in lumber, timbers and plywood. Specialized products such as railroad ties, cross arms, and piling account for 240/0. Fence posts, shakes and shingles, and other products account for the remaining 7o/0.

Waterborne preservatives account for 75% of the total amount of pressure-treated products. Creosote and pentachlorophenol, which are significant in pole, piling, and railroad tie production, account for 230/o of the total. Fire retardants make up 2o/o of the total.

Story at a Glance

Typical treatd wood customer first wants straight boards and knowledgeable staff ...ways to satisfy his needs. offier hctors that influence the buyiry decision.

fencing, deck kits and fancy deck posts and rails. Lattice was the most popular product. Backyard or garden projects ranked high: landscaping, 630/o; decks, 480/o; outdoor structures, 390/o; other outdoor uses, 32%l outdoor furniture. 270/0. Wall/ roof/floor framing use was 260lo; home exteriors. 190/0. and Permanent Wood Foundations. 8o/0.

In commenting on the general lack ofbrand awareness disclosed by the survey, Sinclair said, "Much room exists in the industry to improve brand awareness in order to differentiate a firm's product line. Market research suggests targeting promotional activities, product offerings and informational programs will better respond to the needs ofthe di-y consumer who uses CCA treated lumber."

He sees a tremendous opportunity in marketing applications suitable for a less skilled d-i-y consumer with easily available plans for decks and outdoor projects as well as the development of practical specialty products such as lattice, fencing and deck kits. "These could be a catalyst for enhanced treated lumber sales," he points out.

"The current structural grades for treated lumber products may not adequately address appearance demands." Sinclair said. "Often a product ofproper grade for structural applications is unacceptable as a material for visual applications such as outdoor use."

These findings pose three poten- tial opportunities, he adds. First, efforts to improve the appearance of treated lumber could provide benefits through improved customer satistaction and increased demand. Second, the large variability in appearance within a grade may provide an incentive for establishing brand name treated lumber products with a uniform, high appearance. Promotion of brands backed by consistent quality, could place preferred products in the market and command premium prices. Third, a retailer with a sales force knowledgeable about treated lumber products and applications may provide a competitive advantage through increased customer satisfaction and sales.

There are 564 plants in the U.S., including 69 in the western states and eight in Hawaii.

E OR YEARS, the talk has been f of "project selling," helping consumers buy all the materials, tools, hardware and accessories needed to complete a major project like a pressure treated deck during the first visit to the store.

With deck season underway and outdoor millwork coming into its own as a high-margin category, retailers have even greater motivation to make both dimensional lumber and millwork sales. Knowing motivation alone sometimes can't make the sale, a number of manufacturers are introducing merchandisers that support project selling.

Even when "millwork" meant only interior spindles and trim boards, retailers had trouble determining how to merchandise and display the millwork inside the store when the dimensional lumber was out in the yard. Now that outdoor millwork products made from pressure treated lumber, cedar and redwood are available, the problem is compounded.

The new Weyerhaeuser Outdoor Project Center merchandiser is being test marketed this spring to determine its effectiveness in helping dealers sell more projects and move more outdoor lumber and millwork products, according to John Cashmore, Weyerhaeuser outdoor woods program manager.

The first of its kind, the high-tech