Visibility of moulding can increase sales

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169o this year, rising to sales of $2.6 billion by 1993, it is important to review the efficiency of your sales operation for these items.

The photos accompanying this article demonstrate a variety of excellent ways of displaying moulding to facilitate its sale. All have been successful for the retailers using them and all are easy to use.

Retailers who are not maximizing their sales of moulding should consider the performance figures for sales of millwork products. With the upswing in construction activity in 1983, sales of millwork products rebounded to a dollar volume of $6.7 billion at the manufacturing level, according to a millwork industry report prepared by Business Trends Analysts, Inc.

With 3590 of all millwork sold in the U.S. being used for new residential construction, the correlation between the construction industry and demand for millwork cannot be overstressed. Sales of millwork in 1983 reflected the four-year high in new housing starts registered in that year, increasing by an astounding 66.6v/o over levels attained during the recession in 1982.

In coming years, the aging of the

Story at a Glance

Displays clarify profiles lor customers...attractive, easy. to-assemble exhibits encourage sales are your displays as helpful to customers as pos. sible?

"baby boom" generation portends rising demand for new housing. However, several factors will limit the benefits this growh will bring to the millwork industry. First, the population is expected to continue its shift toward the Sunbelt, where aluminum products are generally preferred over wood. Second, the trend toward attached housing translates into fewer windows and doors per housing unit, regardless of geographic region.

One area where wood is gaining over other materials is in the market for sliding glass doors. Wood versions represented close to llv/o of all such doors sold in 1980, up from only 790 in 1972. With manufacturer sales pegged at $116 million in 1983, anticipated average annual growth rates of 7.590 will bring sales in this product category to $239 million by 1993.

The greatest potential for growth over the coming decade lies in the replacement and remodeling sector, which accounted for more than 4890 of all millwork sold in 1983. Consumer concern with the rising cost of home heating bills will continue to fuel sales of energy+fficient replacement doors and windows, as will the continuing trend toward remodeling as an alternative to purchasing a new home.

In the wood moulding segment alone, much of recent growth has been attributable to the do-it-yourself sector. Nearly 6090 of all purchases of wood moulding were for less than 300 ft. of product. Dollar sales are expected to increase during 1984, totaling $1.5 billion. For the coming decade, as remodeling continues to push moulding demand beyond its new construction base, sales are expected to rise 7.2V0 annuallv.

SERVICE counter location for moulding display (top photo) allows sales people to remind cuslomer thal moulding is needed for many projects. (second from top) This targe disptay with 102 prof iles is located outdoorfnear bini wnere customers pick up their mouldings. (third from top) Wail-mounted disptav boird has 80 samples, each labeled as to-prolile, name. size and price. (bottom pnoto) Labels in this display are coded to moulding bins behind the customer.

IJAVE you finished your Christflmas shopping?

If not, this is the time to take advantage of manufacturer's specials on items for holiday gifts. It also is the time to plan your advertising, displays and decorations so all your organization can be ready to sell when the holiday rush begins.

From the front entrance to the delivery dock a store should sparkle with excitement and enthusiasm during the Christmas season. If you plan ahead, you'll be ready when the first shoppers arrive.

Get ready now by choosing a color and a theme to unite your advertising and decorations. If your store is decorated in the same traditional approach each Christmas season, refurbish it now since tired Santas and droopy bows kindle little holiday spirit. This also is the time to decide on a holiday smock, apron, cap or nametag, being sure to order extras for any temporary employees.

With the colors and theme settled, your advertising department or manager is ready to book tv and radio time to start at Thanksgiving as well as planning a media campaign. Work on one or more Christmas catalogs or tabloids should begin. This also is the time to determine special holiday signing needs and place orders for the work.

Whether decorating the store is the work of professionals or the result of an employee contest between sections, be sure that the details are worked out and supplies ordered now. Plan that everything will be in place well in advance of the official opening of the holiday shopping season.

To stimulate your thinking, consider these ideas gleaned from stores throughout the industry.

o Christmas designs painted on the front windows.

o Colored lights around the front entrance.