The growing importance of effective retail displays

lll/ITH do-it-yourself Projects UU accounting for almost onethird of an estimated $31 billion spent by consumers on home improvements, retailers who want to tap this market can analyze new motivational factors which have spurred its growth.

A recent survey of homeowners revealed that the desire to save money is not the only factor. The pleasure derived by the d-i-Yer in physical labor, and the ability to perform minor work as well as or better than professional contractors, are also prime motivators for do-it-yourselfers. The survey also showed that homeowners are no longer intimidated by electrical repalrs.

As a result, this has created important new opportunities for the home improvement retailer.

"We're bullish on the d-i-y market," says Ted Kramer, consumer sales manager for General Electric Co.'s Wiring Device Department. "statistically, sales in the building materials portion of the do-ityourself market and electrical pro- ducts will exceed new construction this year."

To help the consumer buy and the retailer sell, Kramer cites the need for manufacturers to provide total merchandising programs that make

Story at a Glance

Packaging important to d-i-y sales . must aid customer in selection .. . give instructions ... convey qualily ... displays increase impact.

good use of a retailer's space, generate sales and aid the consumer in making his selections.

With the diverse levels of experience and sophistication of the do-it-yourselfer, manufacturers are realizing product packaging must be tailored to fit customer needs. Kramer says he sees the current trend'in packaging-carded, boxed and bulk-continuing. "Highvisibility carded items help educate the customer. The product is clearly displayed for his examination, and complete installation instructions and electrical ratings are on the package. High-visibility packaging is store-proven to stimulate impulse buying."

He adds bulk items are for the more knowledgeable do-it-yourselfers, affording the best buy while lending an atmosphere of abundance and economy to a display. With individually boxed prestige, multi-piece and large items, both the retailer and the customer are assured of good product.protection. And the storeowner can utilize his space for greater display density. Appealing box packaging, Krarner says, conveys to the buyer a sense of confidence in the qudity of the product he is buying and convinces him of the astuteness of his purchasc.

Retailers should make maximum use of the various merchandisers and displays available for greater point-of-purchase sales. Kramer says merchandising vehicles are available in enough sizes and configurations to be spotted just about anywhere in a store, allowing the retailer flexibility to upgrade and build upon his display system as needed.

Effective use of displays and merchandisers increases the impact of packaging, according to Kramer. Compact merchandisers can be easily situated for selected product cross-selling in high-traffic areas or for drawing maximum attention. Seasonal displays help keep the retail outlet upto-the-minute year round.

Kramer explains the most effective displays for on-the-spot consumer sales are point-of-purchase pieces that educate, and sight-andsound demonstrators that invite hands-on product operation.

"The do-it-yourselfer is becoming increasingly more sophisticated," Kramer says. "He's able to handle more complex jobs. The emphasis now is on display programs that are attractive from the retailer's point of view and educational for the consumer."