HOME GENTER MERGffiANT

BILL FISHMAN

Bill Fishman & Affiliates

11650 lberia place with, and succeed in, merchandising san Dieso, ca e2't2l

IN 1984 the home center industry will Icontinue to accelerate change as it did in 1983. Competition in the form of warehouse stores and the national chains locating units in the more rural areas will force even the most dominant independent retailer to reevaluate his operation. Here's where I see the most radical innovations continuing at home center and building material stores.

Merchandising

r Lumber and remodeling packages will be emphasized.

o Telephones and accessories will replace ceiling fans as the big ticket nonlumber departments.

"RTA" - ready-to-assemble furniture will become a major department in those stores large enough to display and stock on the floor.

r Some home centers will experiment toward the small contractor.

.

Advertising

r Advertising styles will copy the "distressed sale" format.

. Multipage tabloids and booklets will be the most productive media. Computers will enable retailers to recover more accrued coop funds.

r Price guarantee will be promoted more .and mean less to the consumer.

Sales Traininc

Posts, poles, pilings, timber, crossarms, grapestakes, dimension lumber. Pacific Wood Preserving of Bakersfield produces virtually all pressure treated wood products. And, with computerized inventory contro!, Pacific Wood Preserving of Bakersfield offers accurate and complete service. A single phone call can put this complete capability to work for you. Call today:

Steve Ryan, General Manager

In California (800) 582-3950

Outside Cal iforn ia (805) 833-0429

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be sord in_ stalled.

o Plumbing and electrical departments will show more depth - more selection.

VISUAL MERCHANDISING r Gondola heights will increase and aisles will widen. o More bulk merchandise will be offered from barrels, kegs and crates, r Lumber and building material will be displayed and inventoried inside the store for easy take-with. Step-up merchandise will be better displayed, better signed.

PROMOTION AND PRICING o The price sensitive "shopping basket" lists of items will be at give-away prices all year. o Compensatory pricing will be a prime objective at many stores. Special promotions will be directed o To raise the average ticket per customer will require sales trainers to show store level personnel how to suggest and sell set-ups and accessories.

. Volume will increase. Margins will be tighter.

I Incentive programs will again become an important tool.

Service

. All types of delivery will be discouraged.

. Stores will open earlier and close later.

. Store phone numbers will disappear from the newspaper ads to discourage price shoppers.

. Stores will inventory more goods on the floor for "self selection."

r Building material distributors will offer retailers more management information services, product training and advertising aids to stem the "buying direct" trends.

Miscellaneous

o In 1984 more women executives in the home center industry will be visible.

Pressu re-Treated Lu m ber

Fire Retardant-Treated Wood U.L. Approved

HEAVY OIL PENTA WATERBORNE PENTA

FRED CARUSO executive secretary

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theme by the association as a means of focusing attention on the need for sound business practices. While every businessman knows that profits are essential to the growth and survival of business, not all businesses operate as if this were the case.

The association is promoting the notion that profit is not a dirty word, but rather the foundation for building strength, creating jobs, establishing security and providing service.

The theme will be used in developing the program for the annual convention at The Broadmoor Hotel in Colorado Springs, Nov. 14-18, as well as guiding educational speakers and providing a reference for most association activities and communication.

President Dave Stookesberry introduced the theme at the NLBDA's National Council meeting in Houston, Tx. More than 40 presidents and managing officers attended this Jan. 22-24 meeting held in conjunction with the NAHB annual convention.

Two area meetings were held in January, in Colorado Springs and Albuquerque.

Each meeting reviewed present association activities and the association's Statement of Mission and Purposes. Each per-

Wyoming Utah New Mexico

son gave his suggestions on topics such as education, the convention and trade show, surveys and legislation.

Attending at Colorado Springs were Kent Brosh, Crissey Fowler Lumber; Beno Walker, Walker Brothers Lumber; Tim Boddington, Boddington Lumber; Emeric Wigand, Jr. and Ed Metheny, Wigand Corp.i Dave Levering and Don Boemann, U.P.L. Lumber, and Bob

Reason, Tote-Pac Corp.

Attending the Albuquerque meeting were Gil Carpenter, A.C. Houston Lumber; Weldon Hunter, Hunter Lumber; John Olson, Edward Hines Lumber; Tom Bundrant, Thunderbird Steel; Bob Kitts, Kitts Enterprises; Fran Arnold and John Gaskin, Capital Lumber; Wayne Harley, J.C. Baldridge Lumber; Ron Manzanares, Duke City Lumber, and John McMillen, Lumbermen's Underwriting Alliance.

Suppliers who would be willing to give a seminar to lumber company employees or a clinic to consumers are invited to list themselves with the Building Materials Speakers Bureau sponsored by the MSLBMDA.