EDITORIAL

How much ie that doggie in the window?

llrHEN THE mass merchandisers first began rr seling p,roducts,something else gotsold along with them: the idea that items cost less at the bigs than at the smalls. The perception remains today.

The truth is, however, that ttre independents in many cas6 have priced their inventory at orbelow the big guys'. But the public doesn't think so and therein lies the challenge for the independent to communicate why his store is the value place to shop.

The majon have done a superb job selling their price message. Ads scream price from top to bottom. Amazing loss leaders are sold for less than they buy it for. A bare bones warehouse atmosphere says savings and low price. But after you get past the loss leaders the prices are as high or higher for the balance of the inventory.

lndependents and small chairs need to ballyhoo their low prices; even if they aren't the absolute lowest. Use the word low. Shess price in all your ads, flyers, s0orc signs, receipts, everywhere. By repetition you can crea0e a low p,rice image. Tie it with an equal shess on sen ice. Most people believe the smalls arc better at scrvice than the majors. For example, some dealers say in their advertising: 'Don't be fooled by the national chains, we're yorn best buy day in and day out for low p,rice, value and sewice.- lf you're

If the competition retails it for less than you buy it wholesale, sidestep the p,roblem by playing up areas where you can compete. Always play to your shengths, not theirs. Hammer home your message; constant repetition is the key.

Use your own loss leaders, borrow every idea you can from the other guy. But remember that variable pncing must be carefully calcula0ed so that you cover losses in one area with higher prices on other items. Because if yourpricing won'tpay yourbills, it's all for nought.

€Sunbelt Material Handling designs, engineers, and erects cantilever supported buildings and "T' sheds for the lumber industry iri all areas of the U.S. and Canada.

., .Saving labor and eliminating weather damaged lumber .Properly handling and storing LVL, PSL, and lJoist .lncreasing storage capacity and product access .Better customer service through efficient yard organization

Call or write Alan Darnell today for complete information on these and all our other storage systems.