Decorative paneling displays that work ;

mation produced in the consumer focus groups, researchers concluded that paneling is a viable product with the potential to build volume at retail outlets.

paneling, researchers were able to classify them in three categories.

The traditional user was primarily a do-it-yourselfer who liked the warm, rustic feeling of wood paneling in kitchen, dining room, basement, living room, hallway, bathroom and as a cover for damaged walls. The decorator user, also a d-iyer, liked its economy and low maintenance and used it in the same rooms, but in more stylish and creative ways. The non-users thought wood paneling belonged in the den, family room and basement, preferring wallpaper for other rooms.

"We're convinced that excellent growth potential exists today for decorator paneling," Robert Renfro, president of the Weyerhaeuser Paneling Division, commented. "Based on the study's conclusions, we're moving swiftly to our next objective, focusing on sales leadership."

On the whole, those participating in the focus groups favored locating decorative paneling close to other wall coverings. Some participants reasoned that this would allow them to readily compare paneling with available wallpapers and paints. Price as well as style and quality comparison would be possible.

Four consumer focus groups conducted in Toledo, Oh., and Tampa, Fl., by an independent marketing group were part of a paneling market survey commissioned by the paneling division of the Weyerhaeuser Co. Based on participant's perceptions and attitudes toward traditional wood

A telephone survey of 78 top retail lumber and building products dealers was conducted in conjunction with the focus groups to determine how they promoted and merchandised decorative paneling. Researchers found that while paneling accounts for less than 40/o of retail selling floor space in the typical outlet, it generates slightly more than 100/o of the sales for wall covering products. For comparison, paint, which occupies slightly more space, and wallpaper, which occupies slight ly less space than paneling, account for almost 220/o of wall covering sales.

Decorator paneling represents slightly more than a quarter of all paneling sales. Retailers in the south tend to sell less than retailers in the west and northeast. Retailers consider ease of installation the dominant selling feature. Selection, appearance and price are other important purchasing considerations.

Approximately 500/o of the retailers surveyed said their paneling business had increased over the last three years. Coupling this with infor-

In their conclusions, the study team emphasized indications that a shift in merchandising is needed. Low consumer awareness, relatively high new product acceptance, higher perceived value, the desire for more education and greater visibility, and the opportunity for increased margins point to some rethinking about how to merchandise decorator paneling.

Recommendations suggest merchandising decorator paneling so that it competes head-to-head with all wall coverings. Specific suggestions for accomplishing this goal include using vertical displays, attractive point-of-sale designs and room settings in addition to positioning decorative paneling closer to wallpaper and paint displays.

This strategy aims at accomplishing three goals. The first is converting those who have used paneling to decorative paneling. The second is solidifying the existing base of those who would use it for decorative purposes. The third is to convert nonusers to decorator paneling.

The linal conclusion of the marketing study is that paneling is an exceptional product which, positioned directly against other wall coverings and promoted with specific messages to each buyer group, has the potential to transform wall covering departments into dramatic profrt centers.