Creative door displays rovide hands q appeal

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

THE BOOM in residential reno- f vation and remodeling continues to fuel demand for exterior doors, creating new opportunities for door retailers.

National Wood Window & Door Association research estimates remodeling and renovation will account for approximately 45% of all exterior door sales in 1988, reaching 3.6 million units. That represents an increase of 9o/o over the previous year.

Not only does the do-it-yourself market continue strong, a new buyit-yourself market, in which products are purchased by the homeowner and installed by a professional contractor, is also emerging. That is good news for retailers who market to the end-use consumer as well as those marketing to the trade.

Paul Pierce, manager, product development and technical services, Simpson Door Co., notes that homeowners purchasing a door for a renovation project are typically looking at high-end products to upgrade their entryways.

"When you are looking at someone who is replacing their front door, they are looking at upgrading," he says. "They don't want to just replace it with what they have got. These are the people who are looking at home centers for a new door."

Because the homeowner mav not be as familiar with building products as a professional builder or remodeler, retailers must develop innovative displays that answer questions and address the homeowner's concerns.

"Certainly in the last three to five years, consumers have become more sophisticated and more involved in the selection of products for their homes," says Steve Riley, manager, advertising and promotion, Morgan Products, Ltd. "As they become more involved, they also become more selective about brands that go into the home, including doors. Therefore, it is important to show them how the door is going to look. A catalog can only go so far."

To meet these demands. retailers are turning to increasingly creative methods for displaying the doors they sell.

Jim Glasgow, director of advertising and public relations, Nord Company, a division of Jeld-Wen, says creating a strong floor display is similar to creating a good advertisement.

"Generally you need a good visual hook to get people to stop and look at the product," he says. "You have to have enough sizzle to get the customer to stop walking and at least consider the option."

Displays typically fall into three major types: o Single unit, o Multi-unit. and o Built-in vignettes. Single-unit displays usually incorporate signage above and beside the door, calling out features and benefits ofthe specific product. A rack for product literature is often included. that will grab the person's attention and get them to stop."

Multi-unit displays feature a rack with several doors mounted on rollers, allowing the customer to slide a specific model out for examination. Not only do they provide the customer with an opportunity to view a variety of doors, they also conserve valuable showroom floor space.

As with the single-unit displays, multi-unit displays typically incorporate signage and literature materials pointing out specific features and benefis of the products displayed.

"The customer can look at a number of doors and feel them, as well," says Pierce. "It gives him a sense of the weight and heft so that he has a good feeling about the door being a substantial piece of highquality wood work."

Story at a Glance

Ways to get in on the growing doors-for-remodeling market . . .9o/o increase expected this year . . examples of good displays. merchandising tips.

The third type of displaythe vignette is rapidly gaining popularity, particularly as retailers look for new techniques to appeal to the home owner.

"You tend to show a real showstopper on the single-door merchandiser," says Glasgow. "Many times, the customer may pull out the literature and decide the door displayed costs more than he wants to 'spend, but he may see another door at a different price point that has enough sizzle to convert the sale. However you have to have a display

"A number of Simpson retailers become heavily involved in the showroom concept of displaying doors," says Pierce. "Quite a few have developed vignettes that show the door surrounded by single or double sidelights and possibly a transom on top. This is a very effective. selling tool, particularlY for the customer who does not have a strong background in construction or millwork. Imagining a door in an opening is a lot different from actually seeing one."

He adds that being able to see the door physically in a setting similar to that in which it will be installed pro- vides a comfort level for customers who see the door as a major expenditure.

"If a customer is buying a door, a couple of sidelights and a transom, he could be looking at a substantial investment," he says. "If he is making a large investment, he is going to take the time to go out and see the door. The vignettes do a goodjob of showing the customer what the door will look like."

Ef EMODELING and renovation f I are becoming strong window markets for dealers.

For the first time since 1982 remodeling and replacement use with 20.6 million units has exceeded new construction which required only 18.0 million units. This trend is projected to continue although the total residential window market of 38.6 million units in 1987 is forecast to drop 7o/o to 35.9 million by 1990.

Wood window sales including vinyl clad and metal clad units, which took the lead from aluminum in 1987, are expected to stay ahead in new construction at least through 1990. Sales for 1988 are projected in millions at 8.2 for wood; 7.7 for aluminum; .2 for vinyl and .2 for other materials.

In remodeling and replacement use, wood units, again including vinyl and metal clad, are expected to exceed those of aluminum and vinyl. While'aluminum sales have been gradually eroding since 1981, vinyl sales have increased from .3 to a projected 5.3 million units in 1988. Wood window use also has grown steadily from 4.8 million units in 1981 to 8.8 million units expected in 1988.

Residential patio door use bolstered by a strong R&R market is expected to reach 2,850,000 units this year, down slightly from 1987 when close to 2.9 million patio doors were installed. The aluminum door