It's time to sell outdoor furniture

GALES of outdoor living prodtJ ucts continue to grow each year.

Last year 7 million more households bought outdoor furniture, accessories and barbecue equipment than the year before. Approximately 33 million families made purchases for their decks and yards.

The addition of new and more attractive products each year is predicted to keep these figures going up. Manufacturers continue to upgrade and improve barbecues, outmoding those families presently own. Outdoor furniture is changing with the addition of pressure treated wood and molded resin as well as more stylish redwood and powder-coated aluminum products.

But how does a home center compete with the patio shops in mer- chandising these products? A survey of dealers with successful outdoor living departments showed that since it is nearly impossible to stock every new style, most select a representation. They are careful to select styles, quality and price consistent with the demographics of their customers. A few offer the option of catalog orders.

Displays depend upon the amount of space available in the store. Most stores adapting techniques used by the specialty shops say that it pays off in more sales. Their displays frequently include accessories including glasses, outdoor dishes, place mats, plants and flower arrangements. Many times they create small vignettes, giving the impression of an outdoor deck. This makes it easy for customers to visual- ize themselves relaxing or entertaining with the furniture, several dealers commented. Most agreed that this kind of display sells more merchandise.

Several home centers with very little room for a seasonal display have been successful in condensing a setting into a smallarea, usually near the front of the store. One manager has found that risers help him to show more merchandise in less floor space.

Other merchants said that they place groupings at points where aisles cross. They feel these invite cuslomers to pause for a moment of relaxation while testing the comfort of the chairs and lounges. A few dealers set up an outdoor section near the front entrance, on a model deck or in the yard, especially on weekends. They advise that a salesperson be available to keep an eye on the merchandise and answer questions.

One very large store devotes an entire department to outdoor furnitures and barbecues during the spring and summer. They are able to display an average of 12 different groups in various styles. Stacks of packaged umbrellas, cushions and accessories are arranged around the perimeter of the display. They have built a reputation for having these to refurbish old furniture. "The easy accessibility and convenient packaging makes them good carry out items," a salesperson commented.

Cross merchandising plants and outdoor entertaining items with outdoor furniture does more than make the displays attractive, according to most dealers. If available in nearby displays, accessories frequently sell as impulse items.

Store advertising must include outdoor furniture and barbecues to make customers aware that they can buy them as they shop for home improvement or lawn and garden items, one manager emphasized. Durability, comfort and price are good benefits to stress.

Story at a Glance

How to get into a growing market. suggestions for displays, advertising...techniques dealers use to make more sales.