ldeas to increase paneling sales

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and the continuing grofih of the doit-yourselfer movement. The result is that many building supply retailers estimate paneling is responsible for 8-l2s/o of their total sales. A substantial mark-up is included.

Given this high demand, the retailer can no longer ignore the increasingly important product group by marketing paneling in their backroom. Effective merchandising techniques have become a must.

"Essential is a clean alrd eye-appealing display that showcases decorative designs and highlights the soft richness of a woodgrain panel," says Jim Cook, paneling product manager for Weyerhaeuser Co.

He likes the way many retailers use low profile gondolas and displays in the foreground near the entrance to the paneling sales area. "Customers should be able to visually sweep the area with a minimum of eyeJevel obstruction," he explains. Presentation of a strong and well positioned paneling mix is the key to sales.

The use of vignettes or paneling merchandiser displays has grown in importance as the use pattern has changed towards using paneling more as a decorative and colorful wallcovering, according to Cook.

Simulating an actual room, the setting enhances the panel's beauty and appeal. This leaves less to the customer's imagination and increases the chance of a sale.

"A successful paneling center

Story at a Glance

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stocks a full line of how to literature and is backed up by a well-trained sales staff," Cook emphasizes. Both are equally important and serve as "customer confidence boosters. " The easier it is for customers to gain product knowledge and to understand their own needs, the easier it is to close the sale. Progressive manufacturers such as Weyerhaeuser provide expansive selections of room setting pictures, banners, posters and paneling "how to" instructions. The degree of marketing support that a manufaturer offers and delivers should be considered carefully before ever taking on their products.

By incorporating the following suggestions from Cook the closing of the sale can be further enhanced: o Position contrasting woodgrain tones side-by-side. Similar shades do not show well together. o Complementary colors should be placed together, particularly decorative panels with complimentary woodgrains. o Display a variety of panels suitable for any room in the home. o Textures which provide aesthetic appeal to home decorators and designers should be mixed the same as color tones and woodgrains. r Mix and match panels by displayrng a half sheet of woodgrain and a half sheet of decorators. As an alternative, use two half sheets of decorators together in a wainscoting effect or place side-by-side. o Low end panels are generally less profitable so avoid positioning them in prime high traffic flow space.

. Mix panels for color, price and substrate.

. Spread out varieties so customers will have to walk through the entire display area and review the complete line. Consider placing some high movement products near the back of the presentation.

"By practicing these merchandising techniques, your business can capture a greater market share of the burgeoning paneling market," Cook predicts.