Some solutions to the door display dilemma

lll/HAT is the most effective way UU to display doors? This question is important to the retailer as the continuing tilt of business from contractor to consumer makes it necessary to bring doors onto the selling floor from the warehouse and catalog order desk.

Manufacturers in their move to do-it-yourself installation features have become aware of the problem, too. In support of the dealer and their product, they are stressing informative packaging with cutaway illustrations to show the features of the door as well as basic installation steps. Most manufacturers also are providing floor displays which allow the customer to touch and try as well as see the built-in advantages of the door.

While many retailers find these manufacturer provided displays satisfactory, others tend to more aes- thetic or innovative merchandising.

Outstanding examples seen in the field include a four-sided kiosk with a handsome door mounted on each side. Another custom built display is

Story at a Glance

Changing door market requires consumer oriented merchandising changes displays more important . . innovative designs, less jargonneeded...

automated with doors moving on tracks to provide a continuous display much like those used to showcase watches.

A common technique is to place doors on a platform head high, or higher in some cases, with stock kept in a variety of slot or bookcase type storage racks below. While this provides the advantage of allowing numerous doors to be displayed, many consumers dislike not being able to touch the doors. To the very short or myopic, the distance overhead can be forbidding.

The cutaway house provides an ex- cellent solution to door display, allowing the doors to blend into displays of other building products. Customers, too, like the opportunity to walk through the doors and try the handing. Doors lined up against a wall can be installed to open, but the customer misses the pleasurable feeling of stepping through.

ST0RE PtAlll{ll{G management designed this door display which is used in Angels Home Centers including the one scheduled to open in lrvine, Ca., in September.

In addition to the satisfaction of touching the doors, opening and closing them, shoppers rbport that they like to be able to back off from a door to capture the perspective they will encounter when it is installed at their home. Also considered a plus by prospective buyers is the advantage of seeing finished samples. The stained or painted door often differs in appearance from the raw wood door to consumers.

A vignette can provide an effective display ofan operational door. A bit of carpet or flooring with an accent of green plants and a background of wall covering glamorize the setting. The major drawback to this type of display is the space it requires.

If the store lacks room for displays, an audio visual approach should be considered. Customers can view slides of the various doors stocked. Home settings will enable them to relate door and architectural styles to their own situation. Also helpful are charts of door terminology and door styles in the display area. Many customers, unaware of even the simplest terms such as handing, are mystified by stile, rail and pediment.

Cross merchandising is a must. Hardware and security devices should be available in close proximity to door displays, just as doors should be featured by picture displays and signs as well as the real thing in the hardware section.

In a self-serve situation, it is important that the buyer be able to remove his choice of door from stock easily. Another consideration is the trip through the store to the cash register and then to the customer's vehicle. Unless a suitable conveyance is provided, customers may hesitate to make the purchase.

The Merchant Magazine's freld survey shows that there is much room for improvement at most stores in the displaying of doors despite the best efforts of store planners. The retailer who builds a better display will probably find his door sales soaring.

If you hove on effective or unusual method of disploying doors, we would welcome a brief description or diagram with q picture for use in a future issue-ed.

DISPLAY on top with slorage on lower level is used at Angels stores in California (top photo). 0'Malley Building Materials employees designed this door display and slorage rack (center and lower pholos) for their Arizona home centers. The lenoth ol the fixture can vary according to the ahount of soace needed.