It's time to sell outdoor furniture

G ALES of outdoor living prodtJ ucts continue togrow each year.

Last year 7 million more households bought outdoor furniture, accessories and barbecue equipment than the year before. Approximately 33 million families made purchases for their decks and yards.

The addition of new and more attractive products each year is predicted to keep these figures going up. Manufacturers continue to upgrade and improve barbecues, outmoding those families presently own. Outdoor furniture is changing with the addition of pressure treated wood and molded resin as well as more stylish redwood and powder-coated aluminum products.

But how does a home center compete with the patio shops in mer- chandising these products? A survey of dealers with successful outdoor living departments showed that since it is nearly impossible to stock every new style, most select a representation. They are careful to select styles, quality and price consistent with the demographics of their customers. A few offer the option of catalog orders.

Displays depend upon the amount of space available in the store. Most stores adapting techniques used by the specialty shopssay that it pays off in more sales. Their displays frequently include accessories including glasses, outdoor dishes, place mats, plants and flower arrangements. Many times they create smallvignettes, giving the impression of an outdoor deck. This makes it easy for customers to visual- ize themselves relaxing or entertaining with the furniture, several dealers commented. Most agreed that this kind of display sells more merchandise.

Several home centers with very little room for a seasonal display have been successful in condensing a setting into a small area,usually near the front of the store. One manager has found that risers help him to show more merchandise in less floor space.

Other merchants said that they place groupings at points where aisles cross. They feel these invite customers to pause for a moment of relaxation while testing the comfort of the chairs and lounges. A few dealers set up an outdoor section near the front entrance, on a model deck or in the yard, especially on weekends. They advise that a salesperson be available to keep an eye on the merchandise and answer questions.

One very large store devotes an entire department to outdoor furniture and barbecues during the spring and summer. They are ableto display an average of 12 different groups in various styles. Stacks of packaged umbrellas, cushions and accessories are arranged around the perimeter of the display. They have built a reputation for having theseto refurbish old furniture. "The easy accessibility and convenient packaging makes them good carry out items," a salespersoncommented.

Cross merchandising plants and outdoor entertaining items with outdoor furniture does more than make the displays attractive, according to most dealers. If available in nearby displays, accessories frequently sell as impulse items.

Store advertising must include .outdoor furniture and barbecues to make customers aware that they can buy them as they shop for home improvement or lawn and garden items, one manager emphasized. Durability, comfort and price are good benefits to stress.

Story at a Glance

How to get into a growing market suggestions for displays, adveftising... techniques dealers use to make more sales.

FTEDWOOD dealers must reflmember that sales opportunities don't stop when the customer pulls away with a load of redwood deck lumber.

By providing helpful service and valuable information, merchants can turn one time buyers into steady, repeat customers. With over a million decks being built each year, there are many extenJed sales opportunities.

Firsi the,re is the profitable restoration and resurfacing of previously built decks. When a homeowner is dissatisfied with the performance of a deck, he will often want to upgrade to a superior species. Redwood can frequently be sold as the upgrade.

Other outdoor living upgrade options offering sales opportunity include the addition of shade structures, benches, planters, built-in cabinets and other amenities. Lumber merchants can help customers and increase sales by offering kits or plans for these projects.

Maintenance of the finish coating demands regular attention and provides an opportunity for repeat sales. Counter people need to keep up to date on the techniques for applying and removing coatings, cleaning wood surfaces and restoring redwood's natural color.

In addition to being familiar with the products sold in the store for these jobs, they should know the basics of deck maintenance and stain removal. Here are some of the common problems customers have with suggestedsolutions:

Dirt and dust have built up to the point where rinsing with a garden hose will not remove them.

Scrubbing with a mild detergent will remove dirt and stubborn grime.

Mildew in areas of shade and moisture, appearing as dark spots or gray fan shaped spots.

Mild cases of mildew can be cleaned with a mild cleanser or detergent. Surfaces should be rinsed with bleach to kill the remaining spores. More serious cases of mildew

S,tory at a Glane

Ways to keep redwood customers coming back . solutions to common deck maintenance problems . . . kits and plans used for upgrading decks.