Go-ops Help Stores Build An lmage

Membership in a co-op can give a retailer more than an advantage in buying power. In many cases the buying group becomes a mentor, guiding the store's management. Whether the store is rethinking sales philosophy, training employees, contemplating a public relations program, planning a special event, adding computers or redesigning the store, a specific program, a helping hand, advice and encouragement are available. Affiliation with an organization which focuses on their growth and success can be a powerful stimulus fu many small independents who feel lost and inadequate facing the cunpetition of large chains.

Co-op members are encouraged to feel that the group is working for them. Mike McClellan4 HWI president, stresses that the focus of his company is developing programs to helpindividual members grow. "'We've got to protect the future of independent retailers," he said.

Couer and Company president Dan Cotter seeks to develop a feeling of fraternity among his True Value Hardware members. He encourages them to share ideas, suggestions and solutions with each other.

Cotter's monthly Members magazine is filled with ideas successfully tested by member stores. Stressing merchandising and marketing, the publication is a cheerleader urging stores to stand strong against the competition of discount chains.

Although support services are increasing, the buying advantage is no less of an incentive for membership with the focus broadening from the traditional hardware. Lumber and building materials are offered by most organizations with special buyers and services for these products.

Buying groups are also taking on the role of image makers, offering store plans ranging from interior remodeling to new stores incorporating the latest merchandising features. All rely on attention grabbing symbolism. Ace's Store 2000, Do-it Center 2000 and Sentry Hardware's Store of Tomorrow look to ttre future for their theme. Others, including TrustWorthy with "We're the Problem Solvers" as a slogan, emphasize service. Traditional symbols of quality characterize True Value's Store of First Choice and Build America programs.

The retailer who wants the confidence and benefits provided by membership in a multi-faceted organization is usually well served by the coops and buying groups of the '90s.