Arizona home center stresses self-service in new location

G' ELF-SERVICE for the do-it-your9 selfer is stressed in the prototype Babbitt Home Center store opened in Winslow Az., this spring.

A new concept for the business which has operated its other locations in a more traditional format of building material storage in warehouses or yard facilities, the store is a relocation rather than a new entry into the market.

The former location in a Winslow industrial area had only 1,400 sq. ft. of display area as opposed to 17,000 sq. ft. in the new facility. Located in the North Park Plaza Shopping Center, this store is the first in the chain to use a modified loop layout and decor system. The design includes 10,000 sq. ft. of gondola display plus 7,000 sq. ft. of lumber and building materials displayed on warehouse racking.

The new store design, decor and merchandising will be the prototype for remodeling and remerchandising the other Babbitt Home Centers. The store in Cottonwood has already undergone a major remodeling, converting to the new prototype design. The remaining four stores are expected to be converted to the new design in the near future.

The Winslow store serves the immediate town which has a population of about 8,000 people and an additional market

Story at a Glance

Babbitt opens prctotype storc in Winslow... Cottonwood unit is remerchandised to same new format ... more square footage, loop layout, warehouse racking utilized goal is 50/50 customer mix while retaining contractor trade.

area of almost 12000 people including the residents of the Navajo and Hopi Indian reservations.

Although the store is oriented to the d-i-y customer, it will continue to concentrate on serving the contractor customer. The goal ofthe new location is to change the customer mix from 70% contractorl30% d-i-y to a 50/50 mix by increasing d-i-y sales without any loss of contractor business. They are moving towards this goal, according to Dave Hasen, retail merchandising manager for the home center division of Babbitt Brothers Trading Co., with a60% contractorl4o% d-i-y trade ratio in the months since the March opening.

Mike Durnez is home center manager at Winslow. Jan Adams is retail store manager. They have 2l employees. This store merchandises decorative as well as building materials including wall and window coverings, lamps, cabinets and other items needed to complete the interior ofa home.

Wider aisles, easily reached shelves and carts for carrying large items such as structural panels as well as smaller carts and baskets to handle smaller purchases are geared towards selfservice. Cashier stations also are designed to serve the customer better and faster.

Bill Galis, president of Babbitt Brothers Trading Company, parent company of the home center division, presided at the grand opening, cutting a2x4 to officially open the new store. Customers were attracted by banners, flags, balloons and refreshments ofpopcorn and soft drinks. Door prizes were awarded during the grand opening. A local radio station did live remote broadcasts during the day. Special sales prices were found throughout the store with vendor representatives on hand to answer questions and assist with sales. An invitational preview opening was held the evening before the store officially opened to the public.

Babbitt Brothers Trading Co., which is headquartered in Flagstaff, Az. , is affiliated with Builder Marts of America.

"tNEWEST entry in the Babbitts chain of home center stores in Arizona, this store is a prototvDe of a floor plan and merchandising sysiem tri be implemented in the other five stores in the coming months. The Winslow store is located in North Park Plaza, a shopping center

GRAND OPENING was a 0ala affair with batloons, free refreshments and-good prices for customers. Sales person Shaion Conwav. Mike Durnez, home center managef and Jan Adams, reiail store manager, were busy handing out freebies to customers. Cici Denlinger (right), office manager, looks on while Penny Ellis, cashier, checks out a customer