Merchandising moves moulding

By Bernard J. Tomasko Executive Vice President Wood Moulding & Millwork Producers Association

EOR YEARS, dealers, distributors

l- and manufacturers alike aimed their wood moulding promotions at the contractor. The reason was simple. The majority of moulding was sold for use in new construction.

TMay, however, more homeowners are realizing that decorating with wood mouldings is one of the least expensive ways to change the look of a home. As a result, the consumer is one ofthe largest and fastest growing groups of wood moulding users. And this trend is likely to continue for years.

If you want to boost your wood mouldings sales, it is necessary to set your sights on more consumer business. And you are going to have to do it through befter merchandising. Good displays (see p.8 ) are obviously one way of doing that. Good overall merchandisine is another.

Retailers who have been successful in maximizing consumer sales of moulding have found the following six tips helpful.

and varnishes, apply a different finish to each of a set of moulding samples attached to a key chain display.

(2) Be knowledgeable

The average do-it-yourselfer is not accustomed to using mouldings. Sales personnel must be able to answer questions and recommend profrles. When they do this, increasing moulding sales becomes easier.

The key is a well-educated sales force. WMMPA can help with a number of sales training aids. They include a l6-page pattern book, a 96-page salesman's guide and an 8-page brochure describing how to merchandise shortlength mouldings.

(3)

Merchandise

"shorts" Merchandisins "shorts" to do-it- yoursg for different approaches

They can help you to do a betterjob fh-an merchandising long lengths. Don't merchandising, too. be afraid to display short-length mouldings prominently for better visibility and greater opportunity to sell the product as an impulse item.

(1) Make it easy to!'fy

Once the consumer has selected a profrle. make the purchasing process as pain,lessas possible. Here are some examples: Install a giant-sized ruler to make moulding and other wood products easy to measure. Construct the measuring stick by securing a wood beam at the floor and ceiling and indicating inch and foot marks on it up to 16 feet.

When mouldings are stored in horizontal racks, removing each piece from its compartment to measure it can become a chore for the customer. To eliminate this problem, color code an end of each piece and provide a legend on the display explaining what each color indicates.

To show the differences in surface appearance that occur with various stains

When consumers ask about mouldings, show them the short-length mouldings first, iffor no other reason than to identifu the profile. Often, the customer says "These are the lengths I wanted anyway." Stress the ease ofcarrying "shorts" home and the money savings.

Price by the piece. Consumers could care less about "so much per foot" when the piece is short.

(4) Use merchandising

aids

Check with your supplier and wholesaler to see what they have available. And, check with the WMMPA because we too offer a variety of selling tools.

WMMPA has developed a library of

"how-to" pieces aimed at the consumer and dealing specifically with the correct use and installation of wood mouldings. These basic consumer education pieces are excellent point-of-purchase aids for every retail establishment that carries wood mouldings.

We have also developed several "idea" pieces designed to guide consumers to projects that involve wood mouldings. They range from an 8-page brochure describing the decorating possibilities of wood moulding to a D8-page book illustrating 500 different do-it-yourself projects.

Another very effective merchandising tool in a do-iryourself information center is an audio-visual presentation on wood moulding. One of the biggest benefits of this is that it can provide customers with ideas and instructions without taking a salesman's selling time. Place the equipment near the moulding sales area or in a strategic location that will draw the customer's attention.

Story at a Glance

Six great ideas to help dealers profitably build moulding sales to consumers...your contractor customers will benef it, too... where to get sales and merchandising aids and ideas.

Following the AV presentation, present the customer with literature that summarizes the program. The hand-out will reinforce the message of the audio-visual and help increase wood moulding sales.

(5)

Keep literature nearby

Always keep a good supply of moulding literature near the moulding display. Browsing customers get ideas from leafing through the material, or they may take it home to read and come back as a moulding purchaser. Literature is also helpful as a reference when discussing moulding uses and techniques with a customer. Many dealers attach a copy to their moulding display. Many retailers also attach WMMPA s decorating booklet to their wood moulding display because it illustrates a wide variety of decorating ideas.

(6) Promote, promote, promote Stage in-store demonstrations that show consumers how easy it is to use and work with mouldings. Every time you promote your paneling, paint, wallcoverings, windows, doors and drywall, promote your mouldings too. Let the customer know you have a good assortment of mouldings to build your image as the place to find and purchase wood mouldings.

Sales histories show that September, October and November are the best times to promote wood mouldings with March, April and May coming up fast. The weakest months are January, July and August. Remember this season pattern when making your promotional plans for mouldings.

To bring prospective buyers of wood mouldings into your store, WMMPA has created an "Advertising Clip Kit." Hundreds of different camera-ready headlines and illustrations can be used to customize newspaper or magazine ads. inserts, folders, flyers, catalogs and other printed pieces. WMMPA also offers a similar kit containing everything retailers need to prepare a wall chart illustrating the wood mouldings they stock.

By using the tips discussed here, your chances of increasing your profrts through more consumer sales of wood mouldings will increase greatly. However, these are not the only techniques that can be used to boost wood moulding sales. There are many more. To learn more about them and the merchandising aids described here, write to: WMMPA, PA. Box 25278, Portland, Or.97225.

C0NSUMER moulding sales can be increased by presenting products in a way the nonprofessional understands. Storage system (top photo) makes it easy to find the right size and profile. Literature prominently displayed, but well anchored, (middle photo) can stimulate interest and sales. Differences (lower photo) in surface appearance become clear when a different finish is applied to each uood moulding sample in a key chain display.

Shape up your moulding business with a proven selection of profiles.

In red oak, ash, birch, mahogany, pine and redwood. From Higgins.

lf you are a retail lumber merchant and weren't aware that Higgins distributes a topquality line of mouldings, you could be missing out on sales and prolit opportunities.

For more information contact your nearest Higgins distribution center and ask about our retail moulding package including free catalog, moulding selection poster, samples, and custom moulding services.

Also, for the retailer who wants to build his business on customer satisfaction, Higgins offers hardwood rounds and dowels, oak ano maple chopping blocks, cedar closet lining,

JFinnish birch plywood handy panels, Upson board, pliant wood veneers, prefinished parquet flooring, treads, risers and much, mucn more.

For just how much more, please write to J.E. Higgins Lumber Company, 1399 Ygnacio Valley Road, Walnut Creek, CA 94598 or contact one of our distribution centers listed: Bakersfield, (805) 834-0632 I Fresno, (209) 264-1771n Monterey Bay, (408) 722-7166 a Reno, Nevada, (702) 329-1653 I Sacramento, (916) 927-2727 a Santa Maria (805) 928-8325 I Santa Rosa, (707) 527-6333 I Union City (S.F. Bay Area), (415) 471-4900.