Creativity In Cross Merchandising

Dealers can more than double their sales by simply changing around some displays, according to a Mueller Retail Hardware Research Foundation study.

The key is cross merchandising. A prime example in the study was displaying extension cords, which are normally found in the electrical department, with string trimmers, which are traditionally sold in the lawn and garden department. Since string trimmers have very short cords, buyers could see the need for the extension cords right when they were making their purchase and could conveniently pick them both up from one display.

The technique can work for a variety of products in many different ways. Ideas from Daubert Coated Products include:

I \ Turn single-product end-caps into multi- lev e I arran gement s.

Multiply the effectiveness of endcaps by stocking them with a variety of related products and even featuring purchase-incentive offers, such as "buy two, get one free." This set-up encourages customers to buy more combinations of items and may even cause them to purchase products they didn't think of buying before viewing the display.

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\ Establish a regular "solutions of the Month" display.

Think about the most common questions your customers ask about home improvement projects and provide the answers through a unique cross merchandising exhibit. For example, a wall repair display might unite various types of taping compound, wall patch, taping blades, sandpaper, primer, dropcloths and other patching tools.

^,1 Tak, advantage of the expanding availability of wedding registries. Department stores no longer hold the monopoly on registering engaged couples for wedding gifts they'd like to receive, as home centers become increasingly popular registry sites for young couples. Make gift buying easier for their friends - and your customers - by setting up a special "Bridal Display" fea- turing some of the most practical home/apartment items you sell, such as brooms, garbage cans, laundry baskets and gardening equipment. Also present fun ideas like mailboxes, brass door knockers, welcome mats and gift certificates. Of course, include companion items with each, such as garbage bags for the garbage cans, tools for hanging the door knocker, etc.

I 1 Develop and maintain a demo graphically -targ ete d disp lay.

In this area, you'll want to offer products that meet the specific needs of a different type and/or age of customers each month. For example, one month you could offer products that new or expectant parents will want, including electrical outlet covers, cabinet locks, gates, poison stickers and more.

Unlike most other cross merchandising displays, this one doesn't offer products that are used together during the same projects, but rather it provides products that are all commonly used by the same types of people.

SWANEZE lrtlood Screws rGFG:MEffirremrn

-- o Diamond oattern head blends with wood

Small head diameter permits face nailing and blind nailing o Annular ring threads oreclude nail head popping and cupping of siding boards. AlSl Grade 304 nickel/chromium alloy.

. Self-counter sinking bugle and trim heads r Souare drive recess eliminates driver bit cam-out o Sharp point for quick penetration with minimal piessure r Self-tapping coarse threads . Coated with non-stick, dry lubricating film r Solid nickel/ chrome stainless steel for superior corrosion resistance o 6 lengths: l" through 3"

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