Home Center Merchant

Bill Fishman

Bill Fishman & Affiliales

11650lberia Place

San Diego, Ca.92128

Qoos & ENDS:

INEXPENSIVE NON.CEILING

As seen at the Words & Music bookstore in San Diego the raw ceiling, pipes and duct work were painted black. At drop ceiling height, laundry line (rope) was strung in both directions to simulate a dropped ceiling grid system. Most of their customers never know that they are not looking at a 24" x 24" ceiling tile pattern.

Balconies Not For Selling

The question: "What items should I display on the balcony?" My reply: "Anything you don't want to sell." Merchandise on a balcony level will move at many more times the current rate if moved to the street level.

TUNNEL vlSlON

High profile stores are adding to the shoppers comfort by lowering the gondola height on every other fixture. This removes the tunnel effect created by tall racking and narrow aisles.

Over Kill

Beware of huge graphics in smaller stores. While giant graphics work well in large size home centers, big photographs, signing and pricing overwhelm shoppers in smaller units. Let the merchandise be the message.

ADD.ON SALES

While a self-service operation is a great payroll saver, it also allows customers to leave the store without ever talking to anyone except the cashier. Before the cart of lumber, builders hardware or building materials reaches the cash register, retailers can increase their sales