Merchandising tips to increase hardw are, housewares prof itability

ll ERC'Fl AN DISING is the lul 5L-c191 of' prolltability in hardware and housewares, bLrt it doesn't .just happen. Finding the best displa1, areas, arranging the nrerchandisc to bring best scllers or higher nrargin itenrs into thc belt-to-cye level or rcach arca, grouping relatecl ilenrs together, shrinking artd expanding classes of goocls t() relatc to expeclecl or potential sales arc a result ol'careful plannirrg atrd constant vigilance.

ll/hen ntarchandisin,q a lixturc, try sampling, putting onl.t' one q/ cac'h mert'hattdist' sclt't'lion or assorlm(nt irt its plannt'd arca to see thc ot'crall dlec't o/ thc atrangcmcnt. This tttokt's it passible to chec'k /or spocing and arrgngmlrtr bc/brt' lotal sto(k ql each it('th^ is put .on displuv.

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Awareness' ol' what othcrs are clorng irncl thc lirtcsl trertds lrclps yoLl to update y0ur t.ttCrcthitnclising. For strrrtcrs check ot-tt thcse suggcslions.

I''amiliarit.t' vitli tha newcr t.t'pcs of .lixture s v'ith addcd rersalilily, qnd ./laxibilit.t' hclps .v'ou to tak<' a ./reslt look al .y,ottr nt(rchandising. Appraisal o.l'the sales p0tential o/ cach mr r<'ha nd ise (a te g,or), a n d de pa rt nr c n t aids in ad.iLrsting lhe anrount o.f spaca allotted to t'(rt'h. Space betu'ecn shelv'es. u'idth o/' shcltes, and .lacings (number o/ packagt's exposed on a shcll') o.f' nterchandisa, all shotrld be nall thtttrgltt ottt.

Use platlilrnrs lor large ilents putting in an unclercover ol carpeting. tile, grass. crushecl rock, clr redwood chips 1o r.rpgrade the visr.ral i nr pact.

Usc color lo command all(ntion. Group mcrchandise in colorJful artant(m(nls. Evcn ittnts sut lt as garden tools ar(' bright thcse da.t's. 14/hcrc an itcnt is colorless usc bri.qhl signing and tolor ilrips ort cd.ges Ql bin s.

Havc a slrowroonr, upstairs or at tlre rcar of'the storc. u'here custonrers rlra!'irrspect nrOdcl bathroonrs. kitchens. and fireplace displays, Accessorizt- tlte scttings for true nrodc'l hclntc- altpearance.

Capitalize on relaled tlterchatldising b1, arranging gondclla ends with ciisplays that conlplenretlt each other. Cookbooks, at)rons, Pcl1holclers. cookware, atrd nricrowave oVens lOgether, lbr instance. Or power nrowcrs, fertilizers. garde n hose. spri nklers, hose hatrgers. sprayL-r and luel cotrtaincr groupecl with sonte plattts for a cotrlplete lawn care look.

Put oltt plastic containers ./illed v'ith samplt's ql bagged itenrs sttch as redn'oorl chips, crushed roc'k, and (omposl so that thc customer can s(c and ./eel u'hat hc is ptrrchasing.

Schadule chan,qas o.f gondola cnd displa-vs raguletrl.t'. Kccp in tottth u'ith the scasonal nt'cds. Knou' th<' lot'al markct end li/c st.t'las o.l (uslottt(rs anel aK'omodata thent.

Display boards arc intportatlt l'or service ntcrchandise. l'lttw-to instructions arc rreedecl bi" a high percerrtagd ol'the d-i-1, tracle. Take-one leallcts for use at hon-re also are custollef plcitscrs.

Usc cross-cis lc ntt'rt'handising tr:itlr r<,latecl itams displarecl on Iacing ,qondolas to help cttstomers locate n e erl a dgo od s q Lr ic k l!".

Bc creative with backgrounds tbr ilisplal's orr gondola ertds. Use aclhesive papers to adcl color, lexture. and irrterest. Carpeting, wood paneling. brick. stone. tilc pancls, or labrics arc all suitable. ll'pcrf hoirrd is nccrlcd lirr hitrtging. pirint it a bright color.

Use glass shelvin,q on gili tables.lbr aclcled sperrklc. A sqli mood lighting, carpcting, and u Y'Qrm vtall t'rtvering sttch crs u'ood brings oltt the color and appeal ql gili merchandist'.

Fac'ilitate comparison shapping b.t' a r ra n gi n,q, nr e rc h a n cl i st' ./i'o m d ilJ c re n t manu.faclurers tog(th(r on Q gondol(l end. Sit:ning to poinl rttrt spt'cial ./eatures anrl prices also helps thc (lts!0m(r.

Pronrotc your lreehies. llave l'ree gil't wrappirrg. Ot'fer free consultation lirr d-i-1, rentodelitlg. or decorating. llave il bridal corrsultanl and registrl irr the gift seclion. Oflcr a gift to a bride-to-be whcr rcgislers her gift chcliccs with yot"t. Include a coupor.l itt your advertising for a f'ree gift or discount ;rrice on spccill ilcnrs.

O,ller c'lasses ,lbrd-i-.t' or crqlis. Clrurge a small regislration .lee to insurc interestad students. Scrl'c lJse samples oJ'fencin11 to corral rnaterials such as doneling which are stored vertically. l)se manequins in suitable cos,i,!o:t ,o dramatize use of' merchan:,, ,:,.. t,,,,,,. 'r, ,t,,,,t -"t, 'tt: ':: ':t ' colors. Mercury vapor is expensive. but emphasizes all colors equally. Incandescent. also nrore expensive. is warnr and most closely resenrbles household lighting. For this reason it is a good choice for areas with decorating producls. Spotlights will draw custonters to special areas or display. but they must be located so that they do not shine in their eyes.

Plan an advertising mix includ. ing newspapers. direct mail, radio. television, and Yellow Pages. Keep ' a file of ads. note results, sales increases, nunrber of coupons returned.

Identify your service department. Put it in a pronrinent location. and staff it with warnt. friendly" knowledgeable freople.

Bring in an unusual item such as a peddler's cort to display merchandise. The use oJ'the unexpected attracts atlention and is pleasing to tha c.ve.

Put colorful shirts or vests on men employees, blouses, aprons or smocks on women so that customers can readily identify those who can serve them.

If your srore is in a shopping cenler. be sure your sign is displayed prominently on the street.

Try to have an architectural feature which is unique to your store and becomes a landmark such as a working fountain, a lovely atrium or a gazebo.

Get more nrerchandise in less space by using vertical display: Twelve hammers in two venical rows rather than two rows of six each across.

Let your customers knou'they are appreciated. A large "thank you" type sign across the exit and a smiling thank you from the cashier rein/brce the thought.

Combinc consumet' education with merchandise displays to impulse sales. adhesive papers or nrirror riles in to showcase special

Story at a Glance

Sales productivity in hardware and housewares depends on merchandising... careful planning results in more sales. . ways to use fixtures, increase display poten- tial...upgrade housekeeping and appearance.

Use a wooden pyranrid with dowel pegs to hang a variety of coffee nrugs or sinrilar itenrs. lt nrakes a compact display with visual r nteresl.

l/'storage is a problem. use semitrailers parked in back o.f the store or on parking lot Jbr bulk storage.

Pur housekeeping high on your priority list and assign the responsibility so that you can check on it. A well nraintained store is ntore