Mass Merchandisingyour place and ours in the industrY

E OR THE past several years we at I w.,r., Lock nave observeci the trend by the hardware and building supply industries in their move to better serve the consumer by employing the techniques of the mass merchandiser. What was once the conventional hardware store or building supply yard is now a home center type of operalion that offers more in a more attractive manner.

Weiser, for many years, has been a dorninant factor in the home building industry and has participated in various programs that have assisted the building supply yard and hardware dealer in their growth and their efforts in becoming mass merchandisers.

As a manufacturer, we feel the responsibility to provide the proper tools to all segments of the market that we deal with. With this in mind, we were dedicated to providing what we consider the most attractive lock merchandiser that is available on today's market.

The merchandiser that we intro' duced in 1977 was an award winner at the Hardrvare Industry Packaging Exposition held in conjunction with the National Hardware Show in

Chicago. We were honored with a second place award in the SemiPermanent Floor Merchandisers clas-

Story at a Glance

Lock and other hardware manufacturers are working closelY with dealers to help sell the product . available are effective merchandisers and public service films to help homeowners secure their dwellings sification. It was actually a lirst place award in the lock industry since no other lock manufacturer placed in this category.

We will continue to offer our products in a way that will appeal to the consumer in appearance and quality, and presented in a way that will virtually sell itself without the aid of sales people.

An important part of this merchandiser is the section devoted to high security products. We are living in an age of security-conscious consumers and there is a large demand for the

By Bill Barger National Sales Manager, Weiser Lock Division of Norris Industries

security-type dead bolts and other security devices.

In addition, there are other services available to the customer, such as public service films that can be made available for in-store clinics, meetings with civic clubs, and other organizations that show the consumer the best way to secure his residence.

Any dealer can make arrangements with the Weiser territory manager to make himself available to show this film and to give a presentation to any group of interested consumers. The retailer that takes this type of interest in his consumer customers often attracts new customers and is rewarded for his efforts by increased sales in all types of products as well as these security items.

Being a conscientious manufacturer, we spend considerable time at federal, state and city government levels working on building and security codes in a manner that assures the retailers of having products acceptable to meet the codes in all areas of the United States.

Since Weiser Lock is international in scope, any retailer that establishes outlets in foreign countries can expect the same type of service that Weiser offers in the continental United States.

A close working relationship between the retailer and the manufacturer often brings about new products that better fill your needs.

We certainly are pleased to be a part of your industry and would welcome any suggestions or ideas that you might have.

security chains and other products, all pictured at top and displayed below.

A hardware department's profitability is often related to how much inventory is carried. If your inventory looks thin and customers keep asking, "don't you have that in another size'l ," contact suppliers and work out a more adequate inventory level that won't cost you too much to carry.

If your hardware deportment seems to meet all the usual criteia on paper, but isn't producing sales or prolits, perhaps it needs a new location in your store. Customers may be walking nght by it on the way to pick up other merchandise.

Enforce the idea with your clerks that their approach to sales should be of a problem solving variety. Encourage them to ask the customer why he or she wants an item, then sell them everything they need to solve their problem, complete the project, etc.

Illustrated gondola cards, wall cards, and posters showing how to use common electrical, plumbing, hardware and related items head off questions, helps the customer and makes your store look like the expert source you want it to be.

More than ever, shoppers are looking for what's new in hardware and housewares items. You and/or your buyers must keep current with new products coming on the market or substantial improvements in old, familiar products. Do your homework by reading trade magazines, contacting suppliers, attending trade shows.

Story at a Glance

Use directional urows within a housewares department, for example, to show where vaious products within that category are located. In addition, have other "roodsigns" that show the customer where to head to find other departments.

Set up a year-long calendar foryourself showing special holidays so that you'll have adequate notice to fully prepare for sale possibilities such as power tools for Father's Day, lawn and garden items for the arrival of Spring, etc.

Masses of glassware, especially on o multi level gondola can produce a dazzling effect. But make absolutely certain that the glasses are sparkling clean when put into the display and that one person has the responsibility to keep them clean, dusted and smudge free.

Showcases in the increasingly popular basket boutiques can be given increased appeal by adding trim of natural thatch with fishnets and flowers, either artificial or real. Put in an old jug or crock as a change of pace.

Sales of impulse items in hardware and housewares can be improved by placing them near or at the cash registerf checkout. Review this area peiodically to be certain you have adequote shelf space andfor hooks to disploy items.

When using real flowers or plants to liven displays, assign someone to be responsible for keeping the plants watered and replaced when needed. Nothing can ruin a display's look faster than a wilting, half-brown plant with drooping leaves.

If you are unsure of your sense of colors when arranging items in hardware or housewares' displays, don't be reluctant to ask someone whose judgement you respect for advice. The impact of an otherwise correct display can be lessened by clashing, unattractive colors.

A great way to display towels in a bath shop is to place a drying rack (also for sale) at the end of the gondola and drape towel sets on it.

When planning a plumbing department, for example, don't buy some basic items and some complicated pieces that will appeal only to a pro. Decide whether you want the department to deal only in bssics and simple replacement parts for the average d-i-yer or whether you plan to make the investment to carry a full line of inventory from a-2.

An artificial flower display can serve two purposes if it is positioned next to inventory that is less colorful than other merchandise. Its bold splashes of color can brighten an entire corner, or aisle.

If you have a full-blown kitchen department, mske certain thot it is situated close by the appliances in your houseware sales area. As with all related merchandise, physicol proximity can help build sales in tie-in merchandise.

Before you spend the money for more space for your hardware and housewares departments, take a good hard look and see if a better, more efficient use of space wouldn't do the job just as well at a fraction of the cost.

Simplicity and neatness are two old virtues that cqn easily be overlooked in the desire to "get out the merchandise for the customer to see. "A iumble of items can confuse the shopper. Use your own good judgement in deciding how much is enough.

Ask your rep from the newspaper and/or radio and tv station to submit for your consideration at least three of the best ads for hardware and housewares items that they have seen or heard. Question them on why those are good ads and how you can incorporate their good ideas into your advertising.