Key in on changes in the lockset aisle

nULL as a doorknob is a saying lJ t[4's been around for ages. But it can't be used to describe today's door hardware business.

Historically, the residential hardware industry has been slow to change; however, manufacturers are starting to wake up to consumer concerns. With crime prevention a top priority, consumers are looking for security products that protect their homes. In addition, the declining real estate market has prompted many to stay put and upgrade their current homes with better quality products. Ccinsumers are driving decorative hardware sales with residential handlesets and levers an alternative to traditional knobs.

As competition for market share increasos, manufacturers are taking a market-driven approach. The most obvious result is new products which leverage changing consumer trends. In the past two years, the lockset aisle has changed dramatically with the introduction of producs with ANSI Grade 2 ratings, the highest security and quality rating given o residential hardware, focused on the mid-price segment of the business.

WiO security claims backed by endorsements, longer product warranties have been introduced to address consumer quality concerns. Consumers are willing to pay more when product differences and valueadded features are cornmunicated to them. Terry Dobson, Dobson True Value, Greer, S.C., said, 'In both my stores customers want quality with value. They want to save tirne, too."

"If it comes down to buying a cheaply-made, low-priced item over a quality item costing a little more, consumers want to lnow the difference and will probably buy the one that costs more," added Bill Johnson, Dixie True Value, Montgomery, Al.

The drive towards higher quality and higher security is creating new lockset technology. Front removable cylinders designed to make rekeying faster as well as easier and six pin cylinders that provide five times the usual keying combinations with more resistance to picking are replacing the more common five pin cylinder standard in Gnde 2 products. Additional security upgrades include heavy duty cylinder guards, anti-pry shields and longer, more durable mounting screws for latches. Each targets a specific security problem such as kick in or pry attacks.

"The magnitude of change in the hardware business is significant " said Paul Kluempers, Kwiksel Anaheim, Ca- "However, it's important to note that we aren't making these moves based on best guesses or wishful thinking. We conducted extensive consumer research to better understand consumer attitudes towafd lockset products - what customers want in the produca they purchase. That research is having a profound effect on business, beyond the development of new products."

"For example, in addition to the specific consumer security concerns which prompted the development of our new Titan line," he continued" "we learned consumers arc confused and intimidated by typical lockset aisles with fear of installation the number one roadblock to sales."

Many manufacturers have developed packaging that uses color coding to clearly communicate product function, ease of installation, features and benefits to make buying easier for consumers. "Customers want information. Manufacturers today are doing a better job of communicating information on product packages," observed Johnson.

Quite effective is category management through innovative merchandising systems which allow retailers to present all products they carry within a unit. These systems assist consumers in making good buying decisions by providing product features and benefits as well as easy step-by-step installation instructions. "The new displays really do work," added Johnson. "We were surprised."

Television advertising, funding of national consumer education campaigns and working with law enforcement and crime prevention groups to

Story at a Glance

New look for door hardware move towards higher quality and higher security more informative packaging.

develop public awareness are other ways the lock industry is getting its message to the public. A security tips booklet printed in both English and Spanish, educational products distributed at the community level and tv and radio news segments on home security all create awareness.

"This means additional business for retailers," said Kluempers. "Higher activity, awiueness and attention to consumer needs increases foot traffic in the lockset aisle. You need to carry an appropriate mix of products."

"An aging U.S. population and the new Americans With Disabilities Act have created a consumer preference for levers over lnobs," he said. "Review in-store merchandising to see if there's a manufacturer's program to dress up the lockset aisle and better communicate with customers. Product knowledge combined with a commitment to sell up can result in greater sales and higher margins."

E. C. Barton & Co. is doubling the size of its Jonesboro, Ar., sales floor, adding additional lumber sheds and enlarging the parking area...

David Baldock opened his third Baldock's Isnber & Farm Supply operation in Franklin, KY. ... LS Supply, Edmonton, Ky., enlarged its showroom ... Gabehart Lumber & Home Center, Campbellsville, Ky., has remodeled

E. J. and Inez Milby have retired, selling E. J. Milby Buildcrs Supply, Greensburg, Ky., to Donald and Wanda Basham, who have renamed the oPeration Don's Lurnber & Hardware, the name used by their Vine Grove, Ky., store...

Builders Square completed a $250,000, 29,000 sq. ft. exPansion and remodeling at its south Oklahoma City, Ok., store Home Quarters Warchowe plans a $3.5 million, 108,834 sq. ft. expansion of its Hoover @irmingharn), Al., store ... Honte Depotis building a 168,000 sq. ft. store with an inside McDonaW's in St. Petersburg, Fl. ...

Grossman's opened a third Project-Pros buy-it-yourself showroom in Massachusetts, with plans to eventually sell franchises to smaller yards nationwide I/. M. Scott Ltmber Co., Watd, Ar., lost two lumber storage sheds to high winds during a thunderstorut ... Morrow-Gill Lumber Sand Springs, Ok., had pressure teated lumber valued at more than $2,000 stolen in an order scam BMC West Boise, Id., an extension to work out its planned acquisition of Abilene Lunber, Abilene, Tx., and finalized ttre purchase of Hurst Lwttber Co., Hu$t, Tx.

Wickes Imber Co. is adding a private label credit card program in all 124 stores ... Lowe's, Monroe, N.C., has added installation services ... Osage Building Materials, Pawhuska, Ok., auctioned off surplus stock, fixtures and equipment early this month MiIl Creek Lumber & Supply, T[lsa, Ok., hosted its ninh annual Contractor's Night...

Anniversaries: Rrggs Sales Service, Lexington, Ky., 30th; Sanco Lumber Inc., Gtove, Ok., 25th; Britton latmber Co., OklahomaCity, Ok.,3rd...

Georgia-Pacific Corp., which will build a new medium density fiberboard plant adjacent to its Monticello, Ga-, panelboard plant with operation expected to begin in late 1995, plans to build a new southern pine sawmill in ldabel, Ok., in 196 ...

Potlatch will close its Townsend Unit, Stu$gart, Ar., by midSept. ... an environmental plan has been approved for Temple Inland's proposed Hope, Ar., particleboard plant McShan Lumber, Mcshan, Al., participted in a "[.og In," raising funds for a Children's Miracle Network Telcthon...

Dianund HiIl Pfuood opened a distribution services center in Hamlet, N.C., David Todd, mgr. ... Weyerhaeuser 's distribution center,'Oklatroma City, Ok., open- ed a satellite DC in Springdale, Ar., Dan Flannery, mgr. ...

New South, /zc. has relocated offices to Waccamaw Outlet Parh P.O. Box 29, Conway, S.C., not Myrtte Beacb Fl., as reported here last month

Cameron Ashley /nc., Dallas, Tl., has completed its acquisidons of Brite Aluminwn, Jacksonville, Fl., and substantially all assets of Wholesale Building Supply, Inc., SantaFe, N.M. ...

Alwux BuiWing Prducts, Inc. afrAltluztax Coated Prcdtrcts, ltrc., subsidiaries of Alumax Fabricated Products, Inc., Norcross, Ga., plan to open a Helena, Ar., production facility in 195 ...

GAF Materials Corp. began a multi-million dollar oxpensisa 31 its Tampa, Fl., rcsidendal rooffng manufacturing plant ... Tesa Inc., Tbylonville, Ky., has acquire<l tb common stock of Harloc Inc., ftom Newman Tonks, USA, Inc., Shepardsville, Ky., for Henaies TbsaSA. inEurope...

H ardw are Wholesalers Inc, Fort Wayne, ln, which will be 50 years old next year, b,ad a 16% increase in 93-'94 fiscal yer sales Roper Brothers Lunber Co., Colonial Heights, Va., named Timberlake Cabinet Co., Winchester, Va-, a member of its Tbp 10 VendorClub

International Hardwood Prodrcts Associarion, Alexandri4 Va, has taken a new name, IHPA - TrE International Wood Products Association, reflecting the inclusion of softwood prcercts

Housing starts in June Qatest figs.) fell 93%to an annual rarcof 1,351,000 units 2to 4 unit multis dropped 4OEo,5 plus units, 35.1% ... single family housing starts fell 3.3% building permits slid 3Vo ... overall the June 1994 rcte is 9.1% above that of June 1993.