Retailers are vital link in getting mouldings to market

By Bernard J. Tomasko Executive Vice President Wood Moulding & Millwork Producers Association Portland, Oregon

lltHEN asked the question, "How UU are wood mouldings marketed?," the usual answer is: manufacturer to jobber/distributor to retailer to builder and/or consumer.

When charted, the manufacturer would be on top and the builder and/ or consumer on the bottom. This might lead some people to believe the manufacturer is in control of his product, its distribution and to whom it is finally sold. But, that assumption is only partially true.

D0-lT-Y0UnSE[F project book published by WMMPA catches shopper's eye and encourages projects using moulding.

Yes, the moulding manufacturer can decide to sidestep any or most steps in the chain of distribution. However, the truth is, most moulding manufacturers rely on all links in the chain to get their products into the hands of the end user.

Story at a Glance

Ways a rcilailercan make moukling a hlgh prcfi! hQhtunr over ibm... how rcsponse b new horp building and rcnovafrcn pays oft... importance of odedng in advance.

Bulldlng Producte Dlgcrt uct knowledge and sell more moulding, the Wood Moulding & Millwork Producers Association (WMMPA) has a virtual library of booklets and information available. In addition, WMMPA advertises wood moulding and promotes its uses in consumer, builder and remodeler publications. WMMPA also engages a public relations firm whose responsibility it is to keep wood moulding in the Public's eye.

And, all of these effors are paying off. During the first five months of 1987, for example, WMMPA has responded to over 10,000 consumer requests, 1,100 builder requests, 600 remodeler requests and 600 architect requests for information or moulding literature. All of these requests for information relate back to retail level sales of wood mouldings. So, the question to retailers is "Are you getting your share of sales of this highly profitable product?"

We feel the answer to that question is generally "yes" because when there is demand at the retail level there is activity at the manufacturing level. And production has been running strong, from last spring througlt the winter and into this spring. Most WMMPA members, in fact, are looking forward to continued strong busi' ness until after next year's elections.

As far as markets are concemed, the recent uptick in mortgage rates has created a demand for new homes by consumers because they want to buy those homes before credit be@mes more expensive. However, most economists believe, as we do, that mortgage rates will fall again and keep the demand for new homes humming along.

While all are important, the retailer link is still the most vital because he is the manufacturer's representative to the final user. It is his how to use it, where to use it, and general product knowledge that the ultimate user depends on.

At the retail level, wood moulding can be a high profit, high turnover item or it can be a dust collector out in the back sheds. The difference depends on the retailer, his knowledge and his ability to sell mouldings as a decorative and an add-on item to other sales.

To help retailers gain more prod-

The other mairr market for moulding-renovation-is still going strong. In this market, we see nvo types of consumers-those who are remodeling older homes and those who purchased raled-down models until they could afford the frills. Those frills are now being added by frnishing offa basement or attic or adding another room.

Whether used in new homes or renovation, wood mouldings are a product in demand. For this reason, it's important to remember that mouldings are produced to order and not for inventory by the manufacturer. WMMPA member firms are currently averaging a 5-6 week order file. So, don't get caught short. You can't sell what you don't have in stock.