Merchandising 3-D shingles

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Ib centers that think in terms of black-and-white roofi ng suffer from "tunnel vision." Thev focus their efforts on sure sales instead of the higher dollar volume potential of three-dimensional asphalt shingles.

Three-dimensional asphalt shingles continue to be the fastest growing segment of the roofing industry, but don't expect them to sell themselves.

Today's homeowner is more likely to purchase quality remodeling materials, including roofing, since many feel an investment in home improvement is a hedge

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sales aids are avaalable.

against inflation. Quality roofing enhances that investment and can be sold in terms of added beauty and protection. But you have to do the selling.

Retailers who successfully increase their roofing sales find that carefully planned displays and sound merchandising techniques add up to increased profits. Homeowners will opt for three-dimensional asphalt shingles if convinced that the combination of modern earthtone colors and a rustic appearance will give their homes a fresh, new appeal. They also value the long-term weather protection and the fire-safety benefits these shingles provide.

Eye-catching displays in wellilluminated, heavy-traffic areas stimulate roofing sales. Keep them big and prominent. Displays, with shingles in specific styles and colors applied, show how finished roofs will look. Set up display boards ar angles that offer maximum viewing convenience and use sufficient shingles on each to show the roofing to its maximum advantage.

Displays are particularly effective with three-dimensional asphalt shingles. "Big-as-life" displays show consumers how these shingles add rustic appeal and the warmth of earthtone color to the roof of a house. The full impact of today's asphalt shingle designs can only be appreciated when viewed as they actually appear on a roof.

AllUEBTISII{G planning kit simplif ies dealer's ad planning tasks. Kit includes cameraready ads, headlines, copy and art for reroofing promotions and scripts lor broadcast media. AV aids are also available.

An outstanding display consists of a mock-up of a house with the roofing, siding, doors and windows in place. This display allows sales(Please turn to page 62)

0EALERS can merchandise 3-D asphalt shingles in terms of added beauty and protection. Homeowners purchase quality remodeling materials, including roofing, as a hedge against inllation.