Merchandising to sell moulding

LIOMEOWNERS are expected ro I lspend a record $llS-billion on remodeling projects this year, a significant increase from 1987's $103billion. Projects undertaken will range from small-scale repairs to mqjor room additions.

Decorating with wood moulding can be one of the least expensiveand highest impact - home improvement projects. Made aware of the many uses for the products throughout their homes, consumers have become the largest users of wood mouldings.

Building products suppliers once concentrated their efforts on promoting wood moulding to contractors, primarily for new construction applications. But now, retailers are implementing innovation merchandising methods to boost moulding sales to consumers and maximize profits.

To help retailers sell more wood moulding, the Wood Moulding & Millwork Producers Association offers a variety of merchandising aids, retailer training programs and consumer oriented literature. Although aimed at the consumer to show low cost ways to improve home decor using moulding, these programs can be effective in educating in-store sales personnel.

Informational and educational literature items from WMMPA may be used in a variety of ways. Many suggest uses and projects. Others, such as "How to Work With Wood Mouldings," "How to Finish Wood Mouldings" and "How to Install Ceiling Mouldings," give do-ityourselfers step-by-step directions. AII are designed to be displayed on racks next to the wood moulding in a retail store.

Displays are an essential part of selling moulding. The optimal location for a display is, of course. near

In a world of constant change, it's nice to know there's a company you can depend upon to be the same day in and day out. Dean Lumber Company has been doing it right for fifty years, and company founder John Ed Dean is still actively involved in all facets of the operation, Ifyou are in business for the long haul, then you probably should call Dean Lumber Company.

August 1988 the actual product, according to Bernard J. Tomasko, executive vice president of the Wood Moulding & Millwork Producers Association. "Proper display of wood moulding products may mean the difference between a profitable product line and a slow mover," he notes. "We have video programs to give retailers ideas on how they can increase moulding sales by creating better displays and using improved merchandising technioues."

Story at a Glance

Ways the Wood Moulding & Millwork Producers Association can help a retailer. tips on maximizing moulding sales advertising, promotion and education materials that work.

These video cassettes and LaBelle cartridges have been especially developed for the retailer. Video cassettes include "Boosting Wood Moulding Sales Through Better Displays" and "Boosting Wood Mould- ing Sales Through Better Merchandising." "They show retailers how to increase moulding profits through' the proper use ofdisplays and better merchandising techniques," Tomasko explains.

Cassettes may be rented from the association for $15 for two weeks or purchased for $26 each or $50 for both.

Three additional audio visual programs are available in either VHS or LaBelle format. "Western Wood Moulding and Millwork" traces the history of the industry, and provides information on the manufacturing and distribution of wood mouldings and jambs. "How to Work with Wood Mouldings" is an instructional tape that can be used to instruct both do-it-yourselfers and employees. "How to Sell Wood Mouldings" gives in-depth information on effective selling techniques. This program highlights the different types, styles and uses of mouldings, and discusses additional selling and educational aids.

Special advertising materials also have been developed by the associ-

(Please turn to Page 23) ftixsinbotha m- Bartlett ('o. will build a new full line luntber yard/ home center in Stamfbrd. Tx. (see pg. 38 for story) has closed its (irctna, [.a,. operation, consoliclating busincss at the [-aconrbe, [.a.. lircilities; Wunl's pre-lirb opcration and ol'lices in (iretna continue

Lou't,'s, which has rclocatcd storcs in llrunswick and I-a (irange, (ia., and l:asley, S.C., and rctrolitted a Whiteville. N.('. unit. will adcl a second store in Wilnrington. N.('., as well as building a superstorc in Asheville, N.(l (see p9.,5 for story) .5'r'o//lls opened a new store in l)eerfield lletch, l:1.. and added a second store in (iainesville. l;1....

. MtClungis, Salenr, Va., has moved into a new 9,000 sq. ft store. . Williams Brothers has opened a store for contractors in Austel.Ga....

Adonn Slone, Slonc Lumber, Santa Fe, Tx., has a city o.k. to build a home center and yard in Lake Jackson. Tx. Mossev Builtlers Suppty (il7r.. Richnrond, Va., has expanded, adding two acres of storage area with 12,000 sq. ft. under roof . .

Home Depot is adding stores in Spartanburg, S.C., and Davie, FI. .. FoxwortbGalbraith is expanding its contractor yard in Carrollton, Tx. .. , Martin's Native Lumber 1nr'., Dayton, Va., is back in business followine a fire in early May.

Alsmo Forest Products, Inc., San Antonioo Tx., an affiliate of Vaughan & Sons, has opened a Winnfield, La., div., Jerry sn6 Greg Weeks in charge.

T'he Powcll (iroup's Poxvll l.unther (ir. div. rcmains unsold at presstime; it has units in Tyler, Tx.. Clharlotte, N.C., Opelousas, La., and [.ake ('harles. I-a. . . .lcunerett( .\ush <Q Door. Jcanerette, La., is winding down Operations and selling assets due to industry conclitions

Mill Creck Lumber. Tulsa. Ok.. has won an award fbr its tele- vision commercial... Butler Bttilding Producls (b., Bryan, Tx., is closing and liquidating its assets.

Industrial Wood, Inc., fbrmerly International Woods, lnc.. Alexandria, Va., is a newly formed subsidiary of Plyu,ood & Door M./rs. Corp., Keister Evans, gen. mgr. Green Forest Lumber, Toronto, Canada, has opened a distribution yard in ['luntersville, N.C....

Bulldlng Productr Dlgest l].('., has brokcn ground lirr the lirst l'lrallant production plant in thc tl.S. lt ('olbcrt, (ia: the 2..]0.(XX) sc1. li. pltnt will be the sccorrtl such I'ucilitv in the workl

W. ll. Muzc ('rr. has been in business lor l40 ycars l)ertna- (iruin I'rudtu'ts, lnt.. is celebrating its 20th ycar in br.rsiness lliWootl l:looring. Menrphis, Trr., has adoptecl a ncw logo

(iaorgiu- Put'ilir: Atlanta. (ia., plans to buy lJrunsu'i<'k f\lp & l)upcr ('o., including the Building I'roducts l)iv. in llrunswick. Ga. ...4 managenrent group and Thc .Stcrling Group have off'ered $660 nrillion in cash t'or Koppers (. hemit'al a nd A llied Produt'ts business which was acquired along with Koppcrs by an alllliate of lJcu:cr l'l-C in June (sec p. 5 for storv)

Amcrican Pat'i.l'it: Paneling (which now inclucles Welslt f:orest Produc'ts /ac.) is moving to new consolidated offices in Cordova (Menrphis), Tn. ,4mcricon Wood Preservers Institute is moving to larger quarters on another floor at its Vienna. Va.. location...

Banrcs-Gooc'h Forest Products, Jackson, Ms., has been fbrmed by Charlie Barnes and John Cooch, Jr... Maxey-Bosslnrdt Lumber Co. and Triangle Trading, [nc., are now Georgia representatives of Anthony Forest Products, El Dorado. Ar....

Trus Joist Corp. will build a $32 million, 90,00 sq. ft. Micro-Lam laminated veneer plant on the site of its existing facility in Lowndes County, Ga. . MacMillan Bloedel l/d., V€ncouver,

U.SG Corp. and Desert Partners, L.P. have settled rheir differences with pending litigation dismissed: USG shareholders have approved recapitalization and restructuring of the co. . Clairson Intcrnatiortrtl will triple the size of its main plant in Ocala, Fl., consolidating production facilities

Housing slarfs edged up 5.1% in June (latest figs.) to annual rate of 1.454,000 units . . . single family starts leaped 10.2%', multifamily starts dropped 8.2%; permits were up 3.7%t .

Redesign works for Garolina retailer

?

RIANGLE Wholesale Supply, Inc. introduced its

I redesigned 12,000 sq. ft. building material store to the Fayetteville, N.C., market with a three-day grand opening and the most extensive advertising program in its history.

A mass circular mailing and intensive radio advertising attracted customers to the store which now uses a modihed loop/race track floor plan with power aisles leading to merchandise at the outer perimeter of the store. Traffrc flows past clearly-identified promotional islands, dump bins, end caps with bold signage and well stocked fixtures in hand/power tool, paint, electrical/

Story at a Glance

Sales up 377o since store remodeling despite fierce competition from Hechinger and Sam's Wholesale Glub design goal: Maximize sales per square foot, encourage customers to enter more often, stay longer.

plumbing, lawn & garden and home cleanup departments.

Maximum use is now made of merchandise dominated displays to make the store look full while reducing item depths and promoting cross aisle selling. The total concept has been designed to maximize sales per square foot of floor space and encourage customers to shop more often and longer.

Promotional items on the power ends of gondolas feature "super buys" and other heavily advertised items. D-i-y projects are highlighted in home project centers.

"Our redesign has been an outstanding success," according to Bill Jackson, Triangle general manager. "Our sales are up 370lo despite increased competition from a new Hechinger's and Sam's Wholesale Club. The new Sentry Hardware Store of Tomorrow format has also benefited our lumber business which includes three onpremise shops that cut lumber to size and produce building trusses."

Exterior fire retardant treated lumber and plywood for exterior and high humidity applications. Exterior fire retardant treated wsstern red cedar shingles and shakes for Glass "N' ,"8"' and "C" roof systems.

A new generation of interior fire retardant treated wood products with lorr trygroscopicity, conosion rates similar to untreated wood, and thild party certified stress nalues.