Merchandising ideas to help sell hardware and housewares

Don't be put off by using a sign or merchondising idea for fear that it is too corny. As that great man of American letters, H. L. Menken slyly observed, "No one ever went broke underestimating the intelligence of the American public."

It's especially important to keep display samples of housewares clean and dusted. The housewife who shys from purchasing that new coffee grinder may be secretly worried that she'll get stuck with the dirty demo, rather than a fresh one from stock.

In putting out printed material on hardware items, never assume the customer knows anything about anything in hardware. l|hich end of the screwdriver to use may seem pretty damn obvious to you, but with some customers

If your store does not have a strong image in housewares and you want to build one, work with your media rep or ad agency to create a series of ads that will headline or feature in some manner your firm as a housewares source. Make sure the ads run over a period of months, at least.

If you are setting up o new housewares department, for example, charge the cost of that department for its share of all overhead. If not, you'll never get an accurate picture of profitability, or effectiveness per square foot.

If you have a hardware display that you particularly like and which set you back some heavy coin, resist the temptation to keep it too long. The interest of the fickle public can tire quickly.

The projitability of hardware and housewares items should always be kept in mind in chosing display space and the area within a store or department. Get those high-profit items up front where customers can easily select and buy. Keep the turkeys in the pen outback, just like back on the farm.

One effective method of displaying clocks is to put them on the wall, almost to the ceiling line, each mounted on a different color panel. If space allows, separate each clock/panel unit with a panel with a contrasting color but without a clock. It gives a lighter look to the line up.

Imitation stone or bick panels can easily be cut to fit as a backdrop on gondola caps, walls and other display backdrops. fut a moulding on the panel edges both for looks and to insure no one can cut themselves or snag clothing.

Ceramic finished cookware appeals to many for its honest look of quality as well as its excellence in even cooking. Use a natural backdrop for a showcase such as rough sawn boards or rough finish plywood to enhance the effect.

Not taking lull advantagc oJ c'ottp ad money has long been a critit,iyn some dealers feel they've heartl rrtorc about than they care to, ycl matwfacturer's figures show co-op ntonc), often goes unused lbr lac'k tl tleolar participation. It's too grxtd a ttcal tutt to find the time to toke atlyatttagc o.l it.

Tall gondolas should be positioncd on the walls of the store as rrruch as possible, both front a security standpoint as well as to avoid a cluttered look. Tall gondolas up fiont are a blessing to shop lifters.

A bridal registry can help cut do\rttt on returr$ atul exchattges oJ lutuscwares items by elintinatirtg tluplic'atfuttt and unwanted gi.f'ts. It also cart tlcvelop a cotttittuirtg atstonrcr as the bride transforms into the appliartce arul hous e w ar e s buy ittg h ou setv iJ'e.

Woodenware is a natural 1br a dealer's housewares departnrent. Placing those items at randonr throughout a display of glass and chinaware can diminish woodenware's el'l'ect. Mass them into one area for rnaxinrunt punch.

If space isa c'ritical problem, weigh the advantages and disatlvatttages of going to morc bulk nrcrchat dise rather than relying ott cardetl merchandise to maxintizc space. Cottsider hanging displays liont the ceiling, where appropiate, but rtruke double sure they wort't come loose and injure a customer.