EDITORIAL

Put the Plzzaz in Paneling

O CUSTOMERS walk by your paneling displays without giving them a second look? If your answer is yes, it's probably because too many paneling displays lack the visual excitement to attract the average customer. Some are puzzling, others just boring.

What a shame, because paneling can and should be one of the top attractions in any retail store. It also can be one of the most profitable items for the retailer, what with the tremendous opportunities for tie-in sales.

It's a good idea to have your paneling displayed adjacent to mouldings and other decorative items. Get it up front, don't leave it stacked in the yard. Make sure that the vignettes have a professional look, no matter who actually creates them. They should be bright, fresh and appealing. Excitement is what a good display communicates to the customer. The best displays get the shoppers so involved that they begin mentally to see how those panels will look in their homes.

Electronics can add a measure of show busi-

DAVID CUTLER editor-publisher

ness: Flood lamps in various colors can be rigged to come on when a customer approaches. The same is true of a recorded message. Some even have background music to heighten the effect. As with any discretionary product, it helps to romance paneling.

One interesting fact that we discovered in our research for this issue is that for every dollar of paneling sold, an additional 75 cents in sales is generated in related purchases such as nails, moulding, glues, paints, tools, saw blades, etc. Creating effective displays takes an artistic sense. Keep this in mind when assigning the responsibility. Remember the basics, too. Paneling displays must be clean, dusted, and correctly located on the store floor. Make sure the information about the product is current and complete. Reposition and refurbish displays when they begin to look dated.

Don't plan to keep paneling displays too long no matter how good they are. Remember that the customers get as tired of them as you do.