Cultivating sales of outdoor specialties

II/HETHER it's because they're V Y generally bulky, usually unpackaged, or typically made of wood, outdoor specialty products such as lattice, fencing, planter boxes, even mailboxes are often displayed in the lumber aisle.

Yet the lumber aisle is probably the least merchandised section of the store and, coincidentally, the toughest. It typically is filled with commodity products that sell on price. The challenge is selling value added (translated higher margin).

According to Mike McDonald,

Retailers Pleased As

Brentwood Planter Co. is finding an increased demand for the graceful, sturdy planter boxes and trellis units produced in its Archdale, N.C., manufacturing plant, marketing manager for lattice manufacturer Plastic Research Corp., signage is extremely important. The average customer is looking for reasons to

Sales of the popular garden products are increasing, with strong demand from nurseries, garden stores, hardware and building material outlets. frers peak in the winter. for delivery during spring.

The lumber

Punch With Planters

All the planters and trellis units produced by Brentwood are pressure trealed southern pine lumber for economy and long-term durability. Trellis construction utilizes 3 |4" x3 |4" components cut from D finish grade southern pine. Most of the planter boxes are made of I x4 finish grade boards.

Manager Don D'Ambrosio says that each planter box is custom handbuilt by craftsmen in the plant, rather than being assembled by machinery.

Most of the trellis units are 36" wide by 72" htgh. Planter boxes come in many sizes: one of the most popular models is 9"x9"x36".

"We put a label on each unit suggesting that the customer seal and stain the wood," D'Ambrosiei says.

The company gets very few complaints or questions concerning the chemicals in the treated wood, he adds. 'TVe tell our customers that it is the same type of outdoor wood that is used in outdoor decks,' D'Ambrosio explains.

His company prefers "treated southem pine because it is widely accepted in the markeplace, and is less costly than non-treated wood species." The increasing popularity of buy one product over another, bul often finds no information and ends up basing his decision solely on price. container gardening and outdoor landscaping has helped to increase sales, he says.

Aisle intruders are very effective at pulling in customers, and are flexible enough to stand up against damage from forklifts or other machinery, he says. Signs should be updated several times a year to keep the aisle looking new and different.

Merchandisers that spell out the advantages of higher end products are available from most manufacturers.

The company gets most of its orders from exhibits at home and garden trade shows, and advertising in trade publications. Although most of the garden units are sold direct to consumers, there is also a growing demand from professional landscape architects.

EIXPERTS aren't predicting enorI "mous surges in remodeling this year, but they definitely see steady growth-the industry should reach $130 billion in 1998, up $5 billion from 1997. the National Association of the Remodeling Industry forecasts.

The remodeling industry has enjoyed prosperity this decade, and doesn't show signs of slowing. Total remodeling expenditures rose from $108.3 billion in 1993 to $125 billion in 1997. This growth should continue over the next decade, due to the aging of our nation's housing stock, strong to moderate growth in the economy and a population shift and increase.

There are now over 24 million homes in the U.S. between 16 and 25 years of age. In 1993, the median age for homes was 28 years of age, compared to 23 years in the mid '80s.

Prospects for the economy are good for the coming years: moderate growth, reasonable interest rates and inflation. Core inflation is at a 30year low, unemployment at a 24 -year low. Incomes are rising, interest rates are low, and the homeowner population is at an all-time high.

Recent tax laws, proposed tax cuts, a higher minimum wage, and an overall increase in the average standard of living all should help create a larger surplus of personal funds to invest in personal properties.

Not only will U.S, population increase. it will continue to shift to the West and South. The Pacific states will add nearly 11 million people between now and 2010. The South will add nearly l3 million, divided between the Atlantic coast and the central portions of the South. People typically remodel 18 months to two years after buying a home.