that sell d tipseck packages

Bv Israel Redd Marketing Specialist Chesapeake Wood Treating Co.

T HERE'S a growing trend for famiI lies to invest time and money on home improvement to raise home values and enrich their quality of life. Sometimes called the "cocooning effect," people are choosing to forego vacations and spend their money on a privacy fence, game room, or a deck with hot tub. The excessive consumer spending that typifi ed the 1980s is gone. In the 1990s, "family" and "value" are the watchwords.

This shift in values is a boon to home improvement centers. It presents unparalleled opportunities to streng- then a store's customer base and increase bottom line sales despite present economic conditions.

With money tight, many familyoriented do-it-yourselfers are tackling outdoorprojects whichmighthavebeen contracted out in better times. Home improvement retailers report increasing numbers of d-i-y customers intheir stores.

Retailers should tarset their sales

Story at a Glance

Ways to ioin the "cocooning" movement.. show how decks raise resale value . use computer design, advertising, clinics, contests, supplier help and quality products to increase sales and profits.

messages to this growing audience by positioning remodeling projects as opportunities for customers to improve their family's quality of living. By appealing to a customer's deeply held values. dealers can convert sales of building materials, suchas lumber, fasteners, water repellents and deck accessories, into comprehensive deck packages and other major home improvements.

For instance, emphasize the investment value of decking in resale potential. On average, a homeowner can expect at least an 82% return on his initial decking investment whenhe sells his home, depending onthe size, shape and distinctive attributes of the deck. Appraisers say that a deck will increase a home's property value between $3 and $7 per square foot of the deck, with the average upgrade being $s.

Comprehensive deck packages provide a strategic sales advantage for advertising and point-of-purchase materials. Some of your suppliers will provide a complete advertising campaign to help you market the decking packages. For example, Chesapeake Wood Treating offers Wood + Plus stocking dealers television, radio and print advertising, point-of-purchase brochures and banners, deck clinics, and sales training tapes for store personnel and contractors.

Here are l0 tips for selling a comprehensive deck package: t{ I In-store

Computer

Deck I rt Design: Provide an easy-touse computerized kiosktohelp a do-ir yourselfer draw up his deck plans. He has the opportunity to select customized deck styles and shapes, railings, stairs and other accessories to blend with his home's architecture. Two designs can be projected on the screen simultaneously, so costs as well as appearances can be compared. When the design is complete, the computerized system prints out a list of decking materials and their cost.

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ease and practicality ofbuilding a deck. Take-home booklets provide your customers with detailed step-by-step instructions as well as construction techniques for building various deck styles, shapes and sizes. Many suppliers provide these materials at no charge.

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cal supplier. For large audiences, use tv monitors to assure a good view of the speaker and deck-building demonstration. Retailers who've implernented this type ofeventreport intense buyer interest with audiences of up to 450 people. Have plenty of water repellent treated lumber, deck fasteners, adhesives and other needed supplies in inventory to satisfy on-the-spot demand.

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tory of high quality decking products. Marketing studies show that point-ofpurchase materials have the potential to become the number one selling tool for home center retailers. Mobiles and banners are prefened due to the vast size and high ceilings in most home improvement centers. However, other popular marketing components include counter and shelf units, window and door signs, floor stands, shelf talkers and danglers. Many suppliers provide these at no charge.

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nents: A recent independent research study reports that 80% of consumers surveyed prefer water repellent pressure treated products; 65% will pay up to 25Vo more for these features. Consumers are attractedby the longterm guarantees or warranties available with pressure treated water repellent wood. Lumber requiring brush-on airplications of water repellent substances which must be repeated every one to two years are less appealing. (61 ing relationships with browsing shoppers. Designate specific weeks in which salespeople can earn points for selling comprehensive deck packages. The greatest number of points wins an attractive prizea weekend trip or home applianceand the salesperson is recognized for an outstanding performance. vertise the contest with the deck clinic in local media to encourage attendance and build store traffic. balusters, spindles, deck posts, stepping, hand rails and other deck accessories. Customers will perceive your store as their one-stop-shop for all decking materials. ( 9 I ffiji:?H,"i:'$'#i;,TJ:* for various sizes and shapes ofdecks to assist a customer's decision-making process and retain sales in-house. other designated time frame, conduct a drawing for a free deck package. Ad- to customers who purchase a complete deck package.