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1974

HARDWARE/HOUSEWARES: 1 974

TIPS FOR BETTER HARDWARE/HOUSEWARES MERCHANDISING

FIVE VITAL FACTORS IN SELLING SPECIALTY PRODUCTS

THINK SALES PROMOTION FOR BETTER MERCHANDISING

SELLING AGAINST A GAS AND ELECTRIC SHORTAGE

HOUSEWARES: THE PROFIT POTENTIAL IS GIGANTIC

FLOODS, RAIN AND MUD SLIDES BATTER THE WEST

COMMUNICATING IN A CLIMATE OF MISTRUST (part 2)

HOST OF WHOLESALERS HOST THIRD ANNUAL LUNCHEON

DENVER'S W.O.O.D.,INC. ELECTS NEW OFFICERS

LOUISIANA-PACIFIC AND THE ENERGY SITUATION

MOXEY NEW EXEC. SEC. OF MOUNTAIN STATES ASSN.

MEXICAN ROSEWOOD AGAIN IMPORTED AFTER 25 YEARS

WAYS TO PROTECT YOUR VALUABLE EDP HARDWARE

S.F, LUMBERMEN'S CLUB LENDS BOYS'CLUB A HAND htblisher A. D. Bell, Jr. Editor David Cutler

Contributing Edltor Dwight Curran Advertisinq hoductlon Mer. Ms. Daviil Hamil

Art Dircctor Martha Emery

Circulation Marsha Kelley

EDITOBIAL OFrICES

WESTERN LUMBER & BUILDING. MATERIALS MERCHANT Ig pub- llshed monthly at 673 So. Loke Ave., PeBadona, Ca. 01101, Phono (213) 702-802t or (218) ?02-4008 by Callfornla Lumber Merchant, Inc, Second-class DoStase rate! Dald at Pasadena, Cal, anil adtlltlirnal ofllces. AdvertlslnS rates upon re- que8t.

Adventising Offices

NORTIIERN CAIIFONNIA & PACIFIC NORTHWEST

Jerry Holtz, 580 Market St., #400, San Franclsco 94104. Phone (415) 392-3365.

SA}f FBANCISCO BILLING OFF'IOE 2030 Unlon St., San Franclsco, Ca. 94123. Phone (415) 346-6000.

SQUTHERN CAIITOANIA

Ken Sweeney, Carl Vann' l3E5 Westwood Blvd., Los Angeles, Ca. 90024. Phone (213) 477-7593.

MOUNTAIN STATES

Frank L. Beckstead Aseocletes, (Denver) 3505 Mluer Court, Wheat Rldge, Colorado 80033. Phone (303) 42r-2692.

Subscriptions

chBnFo of Addrers-Send subscrlp. tlon orderE and addrets changes to Clrculatlon Dept., western Lumber & BulldhE Materlalr Merchant, 5?3 So. Lake Ave., Pasadena, Ca. 91101. Incrude address label from recent lssue lt posslble, plus new address and zlp code.

Subscrlotlon Ratet-U.S., Canada. Mexlco-and Latln Amerlce: $5-one year; $8-two years; Slo-three yearg. Overseas: E6-one year; t9- two yeans. Slnsle coDles 60r. Back coplei S1.00 when ariallable.

Tbc Mercnant lllrgezlne serves the member| of the: Arlzona Lumber & Bullder8 Supply Assoclatlon, Phoenlx: Lumber Merchants A!soclatlon of Northern Callfornla, Los Altos; Montana Bulldlng Mate- rlal Dealer! Assoclatlon, Helena; Mountaln States Lumber Dealer8 Assoclatlon, Salt Lake Clty and Denver: Lumber Assoclatlon of Southern Callfornla, Lo! Angeles; Wertern Bulldlns Materlal Assoclatlon. OIympla,-Washlngton.

Tiie Tershiiit

is on inilependent ma,gozina, for the furnber anil building moterio,ls ind.uetrg in the lE Weetenr, ctotes, concentroting on rotchond,ising, rna,nagement and occurote, foatuol neua

Areo Code 213 752-3796

No other sourcc in the West can grve you ihe quantity and vanety of deck ing available right here rn orrr Los Angeles Distributron Yard. Fountain's inventory incluctes Douglas frr. Western recJ cedar. white spruce. incense cedar ancJ hcmlook in 2 .3' and 4" widths in all thicknesses. Yo'-t can choose from clears. select structural or seleci dex t",rlih spec al patterns or sawn face. Specified lengths provide economy in material ancl easy installation on the job.

Wc can also g ve you fast delivery on rail. T&T and cargo shipments directly from the mills. On top of that, you can sell the complete roof struc ture by includinq Fountain aminaied timbers and construction lumber everything you need. close to freeways for quick pick-up Call Fountain li rst and /ast/

Hardware/Housewares and Energy

E! VERY February we present, as we do here, I-l/ eu1 annual Hardware/Housewares Special Issue. This year it coincides with the worst energy shortage since World War II, which, happily is yet to become an annual event, tho we wonder about coming Februarys.

The energy shortage has brought forth every doomsday artist around and, no doubt, some of their predictions will be all too true. But the situation is not without a good deal ofreasonable hope that although business patterns may change and fluctuate that these changes due to shortages may well prove to be a good thing to alert business people.

We think this may be especially true in the areas of hardware and housewares. To those who resisted efforts to get them into hardware and housewares (or get in it for real) their excuse was often that they were being outgunned by the discounters and/or the majors in the large regional malls and thus couldn't be expected to draw the traffic necessary to support these departments.

But now, with gasoline shortages/curtailments/cost and even rationing facing us, many people are going to think twice about long trips to distant shopping centers. Suddenly, the local area store may well get more action than could have been hoped for just a few months ago. lJ' your appeal to customers is through more than price, put up signs touting your seraice don't be afraid to brag or euen to beat home an obaious point.What seem.s lilce an obuious feature in your seroice may not be noticed by a custorner. Until you point it out, that is.

The discounters have already been hurting and have pared down their inventories. As they are often located in relatively remote locations, the discounters aren't going to win any friends when Joe Customer uses those expensive and valuable gallons of gas to find that an already thin inventory suddenly wears a SOLD OUT sign on the one item he wanted.

Curtailments of Sunday and evening selling to save energy are going to hurt the big operator in the shopping center who often does 4Mo of his week's gross during the weekend. The man who gets this lost business can be the alert local merchant who hustles and, adaertises his closeby location and any other feature or service he can think of to get 'em in the door.

The changes the energy shortage brings can prove, for some, to be a positive business factor. The problem at hand is finding the handle to accomplish it.

This rare piece of lumber industry Americana is made of tin with the illustration and the slogans above and below it embossed into the metal; the company name and address is painted on and could be removed and a new name added. The sign is in near perfect condition and is believed to be about 40 years old. It would be perfect as an office decoration (framed?) or in the showroom, a den or at home. The ideal gift for a nostalgia buff. Price is only $45. Write box AB, The Merchant Magazine,573 So. Lake Ave., Pasadena, Ca. 91101.

Signing is vital to creating an exciting atmosphere in which to move products. [t need not be expensive. Buy precut letters, mount each one on a different color panel so the word spells across several panels. Result: an attractive sign at bargain prices.

Think about the psychological factors in gondola height. Do you want the piled-to-the-ceiling look? Customers can then browse, dig for "hidden" bargains. Do you want a low profile, clean, modern with an open feeling. What about shoplifting with high gondolas?

Nail up or securely fasten to the wall and to spare spots on displays sm.all, framed pictures (paintings, prints, etc.) in the housewares section to make the women feel nore o,t home. While the men may make the actual purchase, you better belieue the Lady of the House wants to feel comfortable at the store.

How about an auto accessories section as a drawing card to bring young customers into your store? Some suppliers have virtually packaged displays and can take over much of the work in setting up an area for these popular items. It could get young customers hooked on your store.

Clip out stories from neutspapers and rnagazines to display with home water filter products Ecology can be rnad,e to work for as well as against industry. Make sure your signing includes a picture of a beautiful m,ountain streann bubbling oaer with pure, fresh water. Haue the sign ask customers "Hou) Does Your Present Water Taste?"

If you have three or more kitchen accessories that are all the same color, or approximately all the same color, display them together as "a set.'o As a background, mount pictures ofvarious dream kitchens from magazines or promotional material. Use a sign that asks "How Would This Set of Accessories Look In Your Kitchen?"

For small and aaluable (and easily stealable) items don't be reluctant for a rninute to chain them to sonething, preferably the building foundation. Thiefs come in all shapes and sizes in all towns and cities, rnake it as toughfor them as possible. Ifthe item is chained, the honest customer has no reluctance to pick up the itemforfear sotneone on the store staff rnight haue the wrong idea.

Make special displays of related hardware and housewares items and tie them in with various holidays through the year. Make a special effort with the popular new three-day holidays. Talk about fix-up ideas that can be completed within the three day perod.

Renting tools is a good' way to get custonl,ers and potentiaL customers inaolaed, in your hardware selection. Try renting expensiae tools, such as staplers and tacleers which haae been proaen srrccesses in rental programs.

A number of housewares can be grouped together to make a Party Accessories display. Display cocktail glasses, shot glasses, drink trays, fancy can openers, hors d'ouvre dishes, gag aprons for host and hostess and other bar accessories into a fun-time area.

Use flocked wallpaper or selfadhesiue wall couerings to backdrop d.isplays of housewares. It makes for a "softer enuironment," allows the customer to better enuision how products will look at home. Try framing the whole business with stock mouldings to giue afinished look.

Story at a Glance

This collection of merchandising pointers covers display, signing, advertising and related merchandising ideas to help you sell more hardware and houseware items.

Approach your professional and executive class customers for do-ityourself projects with the idea of creativity, not that home improvement is a distasteful have-to project. Use a "Creativity Corner" that tends to intellectualize the job and plays down the practical grunt and sweat aspects. Make it more more than fun, make it a challenge.

Affix a utaist-high shelf on some wall displays so that you can haae a m.ini planning dep artment cornplete with reference books if the items shown are ofthat type. Prouide stools so that the customers can uiew dis' played items at ease while researching similar merchand.ise.

As most shoppers come from within l/z-3 miles, use outdoor signs to tie in current merchandise with neighborhood events of broad interest, say a high school basketball game, a local dance or similar bigdraw event. Talk about both the event and what you have for sale.

Ifyou don't haue a ShelfShop in som,e corner of your storeo you're missing a good chance for prffits. Storage space is one of the biggest current consuner demands and shelaes can do the job. Supplement t:he area with paneling, plaques, a wall hung fi,replace and similar "decorator" items.