displaylplan centers sell more doors

By John W. Shoemaker Executive Vice President National Wood Window and Door Association

Quality is best communicated by materials and techniques that express the highest degree of workmanship. These techniques are all direct and powerful.

There is no more direct method than word-of-mouth, and none more powerful than what has commonly become refered to as "WOW quality visuals." Eye-catchers always have been one of the strongest marketing tools, first popularized among retailers at building products trade shows.

For a better perspective on the practical use of visuals, consider the rise of the specialty merchandiser. Over the past decade, specialty merchandising has changed the look of the building products industry. By focusing on presentation by offering the customer the finest quality and the widest choice, specialty retailers have been able to create a reputation of functionality and aesthetics.

Some retailers have found variations on this specialty merchandising theme to market the appeal of "big ticket" items such as wood windows and doors. Boldly communicating with "WOW" visuals ofjust how windows and doors contribute to a home's overall look adds to momentum and sales stimulation. The high quality "WOW" visual display is worth a thousand words.

One retailer utilizing elaborate visuals is Classic Door and Window Works in Santa Barbara, Ca. The sixmonth-"new" company utilizes probably the greatest investment in visual displays, the "fixed wall" exhibit.

"Fixed wall" systems have elaborate detail. Classic Door and Window Works' "fixed wall" sections focus on the use ofwood doors and windows and leave nothing to the imagination when it comes to quality; the systems also visually depict installation techniques. Some of the popular windows exhibited are bay, casement, awning and circle top. The doors displayed range from hollow core to $2,500 oak beveled glass doors.

Story at a Glance

How a fixed wall display is expected to produce 100% sales increases for a California retailer. .why expensive displays pay off in increased sales in the segments of the door market enjoying greatest growth what you can do to put some WOW in your store.

Classic Door and Window Works' CliffEckert firmly believes that a key ingredient when setting the exhibit stage environment is proper lighting. Their exhibits are all magnified by the use of numerous sPotlights as well as indirect lighting.

More elaborate and decorative exhibits do indeed sell more products. Classic Door and Window Works expects more than a 100 Percent increase of sales since their renovation six months ago.

How do these exhibits draw traflic and increase sales? This type of exhibit gives the customer the ability to "romance" the product systemto try the product on. In the world of retailing, the dressing room is only second as powerful a marketing tool as the shopping cart. Not onlY do these exhibits show the installation processes, they use functioning windows and doors to encourage customers to see, touch and oPerate the products.

Today's sophisticated customers want to see ltrsthand the beneftts, features and options of products displayed and at work. TheY are more likely to be involved in the entire process from buying to installation of the window or door Product.

Since there is a trend toward buYing more elaborate and decorative products, a key is showcasing top-ofthe-line items on the sales floor, including high-style wood entryways, geometrically-shaped wood windows and both bay and bow windows.

More elaborate and decorative exhibits do indeed sell more Products. Morrison Brothers estimates that since they invested in "fixed wall" systems, sales have increased more than 500/o per year. TheY currently have more display/planning centers on the boards to keeP uP with the demand.

There's a bright future for elaborate and decorative exhibits. Their popularity is on the rise in the U'S. Currently, use is estimated to be as much as l0% of all building products retailers. Retailers are realizing that these systems increase their company's equity and have great sales growth potential as well.

Keep in mind that Programs dedicated to quality are market driven. For a look at the market, look at the rapid expansion of consumer remodeling and renovation (R&R).

As examples, the total demand for windows in 1987 is Projected to be approximately 34.5 million units, up only 1.70/o from last year. But the demand for R&R window Products is projected to grow from 15.3 million units in 1986 to more than 17.1 million in 1987, an increase of more than I l.7ol0.

For hinged and sliding Patio doors, 5.1 million new construction units are expected in 1987, uP onlY 2o/o from last year. R&R sales of patio doors are projected to be more than 3.1 million units this Year, an increase of 6.50/o over last year's level.

New construction use of exterior doors has dropped almost 7o/o to approximately 4 million units. But the R&R exterior door market is uP 6% from last year's level to more than 3.6 million units.

The use of interior doors in new construction is down also from last year's level of 20 million units to this year's 24 million units. While the use of interior doors in the R&R market is up almost 14%. Wow!

Competitive retailers are capitalizing on this extraordinarily healthy market using WOW! marketing techniques. The new trend in Planning/display centers provides contractors a forum to communicate the aesthetic appeal and quality of his products and his workmanshiP' For retailers they are investments that buck cyclical trends. They also help the retailer form a partnership with the specilter by helping the specifier grow along with his evolving customer base.