Gomputers perk up deck clinics

inhibit attendees from asking questions, according to Nichols.

The chain is also reaching more potential deck customers with the CAD programs. "People just like to look at pictures," he says. The new software packages help homeowners visualize completed deck projects more effectively because they can see creative designs on color monitors. Those who purchase materials from Payless Cashways receive a copy of their deck rendering with a complete materials list.

CAD design packages to dealers for deck presentations.

Payless Cashways' Southern Region has generated strong deck sales by focusing on individual customers using computer presentations and targeted advertising. The company also continues to sponsor deck clinics on a store-by-store basis. According to regional lumber merchandising manager Dave Nichols, the clinics generate a good response and help Payless Cashways build customer loyalty. The clinics help make homeowners "more comfortable" with building a deck, Nichols says.

Some retailers draw crowds up to 100 people for deck clinics, yet Payless believes that communications are more effective with a smaller group. Larger crowds sometimes

Payless Cashways calls their computer deck system "Design Works." Because the new program presents a more personalized approach to deck sales, the company has noted a strong increase in sales of pressure treated southern pine lumber.

The company focuses its advertising more directly on the end product, rather than the material itself. Nichols says advertising a package of deck materials with a price of $565 for a 10x12 deck is much more effective than advertising the price of individual 2x6 deck boards.

Other methods are used to promote treated southern pine to contractor customers. One series of presentations to builders highlighted current SPIB grading rules and explained the new No. 2 Prime Dimension grade, which is practically free of wane. Builders are invited to seminars and pizza parties at Payless stores. Other events for builders have included tours of nearby treating plants. up to 800 $q. ft.),

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