Plank paneling packaging produces profit

clude the trim with the planks usually package it separately. Prefrnished moulding is color keyed to the plank paneling in both natural wood and pastel shades. Unfinished trim comes sanded and ready for paint or stain.

Pre-packaged panels can be a boon to retailers. "Research shows that pre-packaged plank paneling's performance and growth are markedly different from that of other wood products," explains Charles Berolzheimer, retail sales manager for P&M Cedar Products. "By merchandising it as commodity lumber and selling it by the foot rather than by the package, retailers are sacrificing a good deal of plank paneling's profit potential as a branded, decorator item."

Colorful package graphics give suggestions for using the plank paneling, often with application photos. Labels are informative, including detailed installationinstructions and lists of additional materials needed to complete the project. This allows for easy cross merchandising of moulding, stains, adhesives, saws, nails and finishes.

Packages are designed for the customer to take to the cashier and carry home. Light in weight, ranging from l0 to 14 pounds, they will fit into a car. The protective shrink wrap or box makes them easy to handle with no danger of snagging clothes.

Since the packaging allows the planks to stand on end, good looking displays are possible. The colorful packages with bright greens, reds and blues attract the eye. Information labeling enables the shopper to easily identify the product benefits.

Most manufacturers have designed display racks especially for their products. Headers emphasize benehts and literature holders provide information for the shopper to take home. Industry research reveals that the average buyer ofsolid wood plank paneling shops carefully, often coming to look as many as three times before completing the purchase.

Story at a Glance

Ways to sell pre-packaged plank paneling, kits, trim and moulding...display recommendations... how to get your share ol a 255o/o sales increase.

Because the displays are fashionable and attractive, they appeal to women who frequently buy the packaged planks and trim or instigate the purchase. Marketing experts recommend that they be located in the decorative products section near the wall coverings. Wainscot, especially, is often used with wall paper or designer paneling. Mouldings, too, belong in this section since they are frequently combined with paneling or decorative wall coverings.

"By taking a product like plank paneling out of the background and spotlighting it as a pre-packaged decorator item with proper in-store and advertising support, the home center retailer can be assured ofa big increase in sales, turns and profits," Berolzheimer notes.

Sales figures point out that interior plank paneling is a growth segment of the d-i-y industry. P&M documents pre-packaged plank paneling growth from 1982 through 1986 at 2550/o as compared to d-i-y growth of 1510/0. "That growth has been sustained, not sporadic," adds Berolzheimer. "While the industry was experiencing average annual growth of l1o/0, our product was exploding at 31.60/o growth each year.tt

HERE is decorative paneling best displayedwith lumber or near wallpaper and paint?

Although the debate is not settled, most shoppers expect the newly-developed wallpaper and decorative print paneling to be merchandised as a home decorating product. Stacking it in a corner ofthe lumber department will no longer suffice.

Consumers participating in a series of focus groups were strong in their demand for displays which group decorative paneling products in special areas. Although they indicated they were willing to preview selections in sample books, they wanted to see full sheets of paneling before making a final decision. Flip rack displays were considered helpful.

They also wanted to see mini room displays with related products such as windows, shades and kitchen cabinets as a source of decorating ideas. They thought video tapes of rooms using decorative panels would help them in their selection. The consensus was that ideas of how and where to use decorative panels would encourage their use of the product in their own home.

Story at a Glance

ldeas for better marketing of decorative paneling. -. focus groups and dealer survey generate suggestions for effective displays, increased profits, ways to meet customer expec' tations.