Home Center Merchant

Bill Fishman & Atfiliates

1 1650 lberia Place number of men in business arrire passing a San Diego, Ca. 92128 candidate location! Should we be counting pick-up trucks?

Cogpons. Rebates And Oth

Customers are now complaining that coupons and rebates are no longer an incentive. It's lowered selling prices that they prefer in place of the hassle of mailing in completed forms. Your customer still compares shelf price not the redemption price.

Location! Location! Location!

For some, the three most important ingredients in successful retailing are still "Location! Location! Location!" The Sharper Image, the successful mail order company, is seeking retail locations to market their selection of "adult toys" to the affluent businessman. One of the criteria in their market research is to clock the

Don't Lose Your Position

Some dealers have unknowingly traded off their marketing position in their battle of the "Store Wars." In an effort to compete with price in their advertising, they now inventory inferior grades. This works as a short term promotion, but when the store or yard takes on the appearance of offering low-end merchandise, customers recognize the shift in market position. It's not what they want. Today's homeowner wants consistent quality at a competitive price, not shoddy goods at a low price.

It's going to take lots of merchandising skills to remain profitable in the second half of the l98os. It's the decade of offpriced merchandise, but as Stanley Marcus, of Neiman Marcus, said, "lf you serve your customer with warmth and friendliness they'll come back. And if you