Home Center Merchant

I'VE VISITED a few home centers reI cently that could greatly improve their operation if they removed the pollution of manufacturer's signs, pennants and oversized headers. The visual Slut completely destroyed what could be neat, well displayed stores. Manufacturer's signing and displays hid complete departments and their conflicting colors and graphics destroyed the concepts originally conceived by the store's designer.

Top management must dictate the parameters for allowing manufacturer's promotional material on the sales floor. Store managers and dePartment managers must then exercise the discipline at the store level.

Buzzwords: "Value" is being used more freqqently than "price" in the consumer's vocabulary. They'll pay a little more if they get a little more. Smart retailers make sure their value comes through the newsprint in both copy and illustration if they're promoting a step-up item. They cover their bases by listing "others from $-!" to show that it's not a cheapy item with a heavy markup ! Selling the benefits when writing copy about the features is another way to miu(imize the advertising expenditures.

Millwork is hol.' Replacement windows are selling well-especially insulated glass replacement units. Retailers report good results with a replacement window and door promotion.

Panels are up-ceilings are down: Our clients tell us that high end paneling is selling again, but it's the low end of the ceiling tile that's moving. No one has been able to explain this phenomenon.

Skylights ond microwaves for remodelerc: Remodeling companies are reporting a boom in the installation of skylights and microwave ovens. French doors are again popular with installed remodeling. So is the continental look in kitchen cabinets.

Surveys and market studies: Many retailers are getting a handle on where they are positioned in their market placc by surveying their customers in store and by phoning or mailing questionnaires to homes in their market area. They find it's best to have the preparation, administration and interpretation of these surveys done by an outside source such as a miuket research comparny, the local newspaper's research department or the research facilities available at most colleges and universities. Researchers suggest that the retailers survey th€ir o$'tl employees, too-and be prepared for some surprises.

2Vo for cash: Taking the lead from the major gasoline companies who are now offering a three price option to drivers (full service, self serve credit card and sclf serve cash), one midwest building materid chain is installing new cash registers that are programmed to deduct 290 for cash. They'll be promoting heavily in the ads.

(By the way, many consider R.H. Macy's to bc the first discount house. Prior to World War II their slogan was 690 less for cash.)

Alabama Firm Comes Back

Despite a $500,000 fire that burned for 24 hours and destroyed its main lumber shed and three smaller sheds, Hallett Building Materials of Mobile, Al., has come back stronger than before, according to Win Halleft III.

"With one-third our normal working area, we recently sent out a record number of trucks loaded with material for our customers," Hallett said. "Our productivity has never been higher," he noted. He expressed thanks for the support of friends and customers that helped the firm to rise, literally, from the ashes of the fire. Arson is suspected in the blaze.

Planning is well along for a larger warehouse, possibly up to 40,000 sq. ft. as well as other structures and systems to improve company functions and better servetheir customers.

Walter Gorp. Names C.E.O.

Jim Walter Corp., Tampa, Fl., manufacturer of building products including moulding, marble, pipe, hardware, concrete and door and window systems, has named Joe B. Cordell, pres. and c.o.o., as chief executive replacing James W. Walter, founder of the original homebuilding firm, who continues as chairman.

Housing, Eeonomy Pick Up

The economic recorrery has continued to pick up speed in most of the Southeast during the summer.

As a result of an informal poll by Federal Reserve Bank of Atlanta researchers, the upturn can be seen in increased demand for housing which boosts both the housing construction and home furnishing industries. The resurgence in construction is helping to buoy consumer spending as well.

Residential home sales remained vigorous through July although not quite as strong as in May and June, according to the analyst's Insight report. In some areas the number of single-family home building permits exceeded last year's volume for the same period by more than 5090 althoughoverall Southeastern figures climbed only 2.2V0 o Wolmanized Lumber

Southeastern industries which produce timber productsare approaching full productive capacity and 9590 employment levels.

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