Hardware manufacturer stresses consumer market

ORE AND more companies these vertising, sales promotion materials and other articles desigrred to increase sales to the homeowner and do-it-yourselfer.

days are utilizing computers to upgrade products, increase sales, streamline operations and contribute in other ways to the financial well-being of the company and its employees.

A refreshing exception is Weslock Co. of Los Angeles which, according to president Ernest Cipriano, has no computerized program at all for the foreseeable future. Instead the company simply goes about its business trying to please people.

Apparently, the "try" has been successful: following World War II, they ofiered a limited competitive-priced line of doorlocks; today the company claims one-third of all lock sales for new homes throuehout the United States.

As for the future, Cipriano projects an annual sales rise between 15 and 20 per cent despite an increasingly competitive market and tightened controls on home construction.

"We're aiming for 50 percent of the new home market," the enthusiastic Cipriano said. "W'e may not make it, but competition is sure going to know we're trying."

The most recent step in their long-range planning is an aggressive consumer sales program that is being launched during 1970.

Although the company is formally launching its consumer sales program during 1970, the groundwork actually was laid in 1964 when a strong product development project was initiated. As a result, Cipriano says a full 50 percent of today's products were non-existent four years 4go.

Among new styles introduced during this period have been three rwo-piece entry doorlocks bearing the names Capri, Moroccan and Cortez to indicate the continental styling that has enjoyed a surge of popularity among builders and homeowners.

Lever doorhandles have been popular in Europe for centuries but never gained public acceptance in the United States until the line was introduced. The company now claims more than three-fourtJrs of all lever doorhandle sales in the nation.

The upcoming consumer program will include new see-through packaging, eyeappealing displays, in-store sales aids, ad-

Story s] d Glonce

Formerly builder oriented, this hardware manufacturer is now moving strongly i,nto the retail dealer sales arena. Their new sales targets also include Europe and Africa.

Much of the material will be included in a Profit Pak kit prepared for dealers and jobbers. Various full-color items will be ofiered: counter cards, banners, mobile displays, brochuresall aimed at helping the retailer promote sales to the home handyman.

Another item that will play a major role in the program is a rotary display rack that occupies eight sq. ft. of floor space but provides the equivalent of 24 lineal feet of shelf space, thus giving three times as much displayand hopefully three times as much salss-as conventional shelf displays.

o'Traditionally, operators of hardware and building supplies outlets have been reluctant to set up floor displays," Cipriano said. 'oHowever, we've found a receptive attitude by most operators because the display occupies floor space less than three-feet.square and has almost as much appeal'as a Las Vegas slot machine.

"Men and women alike will turn the rack around and around, Iooking at the beautiful doorlocks, trim pieces and other items. Even if they don't buy the first time in, you can tell they're going home to take a good hard look at the oldfashioned locks around t-he house."

In addition to launching a national consumer sales program, the company also is expanding in another direction during I970.

Beginning in late February, the firm's products will be introduced in several European countries. First will be the ofiering of the company line at an international trade show, "Scan.Build '70" at Stockholm, Sweden.

Following that, their products will be introduced in England, France, Germany and Italy. Beyond this, preliminary stud(Continued, on Page 45)