HOME GENTER MERGHANT

BILL FISHMAN

Bill Fishman & Atfiliates

1'1650 lberia Place

San Diego, Ca.92128

IIOBODY ASKED me but:

a The "solar" sellers better clean up their act before they destroy forever the credibility of solar energy for home and water heating.

o Changeable signboards at the entrance of home center Parking lots are the most often neglected advertising media. Most stores are better off without 'em.

o A home center that doesn't have a high evening traffic count is in a poor retail location.

o I was never involved in a couPon sale'where the number of couPons redeemed equaled more than 50Vo of the number of units sold based on a before and after count. a Other than "grand oPening" the best promotional theme ever run in the home center industry is the "Once in a Blue Moon" sale. a It isn't the economY but rather lack of planning that is hindering the stagnant home center. o Lack of discipline is the second most prevalent reason for lack of volume. a Between jobs out-of-work merchandisers call themselves consultants. o This is a good year to initiate unpopular non-selling Programs with the retail sales force. o Those creative after hours advertising/merchandising meetings appear to be a thing of the Past. o If there are lots of Printed signs that begin with the words, "no" or don't" You can bet that the sign making equiPment is under the jurisdiction of the store manager not the sales Promotion manager. a Contractors, builders and industrial purchasers are also motivated by advertising and sales promotion. a Most institutional advertising by home center retailers is a waste. a Home center retailers tend to be generous with their advertising media budget and then foolishlY skimp on the advertising Production. o Women department managers are more efficient than men in the same job. o I often wonder what PeoPle do with all those sale Priced 770 studs. o Enthusiasm will sell more Products than product knowledge. a Want cards (lost sale sliPs) will supply a home center with almost all the research needed about what

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