Cash in with door & window displays

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

OT LONG ago, wood windows and doors took a backseat in lumber yards and home centers. Displays were unorganized, ineffective and boring. fu a result, they did not attract customers and they did not sell products.

That's not the case anymore. Through more innovative merchandising methods, today's retailers are showing and telling the world all about the inherent appeal of wood windows and doors, including their natural beauty, warmth, durability, strength, ease of operation, ease of maintenance and energy efficiency.

Installing new windows and doors has become one of the most popular home improvement projects, whether done professionally or by a do-it-yourselfer. More and more consumers are falling in love again with wood. There is a return to the traditional with a growing trend toward upgrading by consumer and builder alike.

Selling more wood windows and doors hinges on one hard and fast rule: better displays. Products with charisma such as wood windows and doors lose their selling edge stacked in a warehouse out of sight.

But, can these big, bulky items be merchandised like the specialty products? You bet they can and here are some ways to do it: up your inventory and devote enough space to give windows and doors a departmental image. Get into the market with dominance.

Giving the customer variety is critical. Your window and door department must have more than a handful of styles and selections. Your product mix must be broad enough to supply the entire house and satisfy a wide range of customer utSIES.

Since there is a trend toward buying the more elaborate and decorative, include top-of-the-line items among those you display. High-style wood entryways, geometrically-shaped wood windows and both bow and bay windows should receive prominent positions.

Make a commitment to become the wood window and door headquarters in your area. Expand your product line, beef install windows and doors, they seem to want the more luxurious units and a variety of the new features that rnanufacturers are offering.

Group wood windows anci doors systematically by type and price range. Arrangement of items by type, such as all louvered bi-fold doors or all interior passageway doors, rather than by manufacturer, makes it easier for the customer. This systematic, side-by-side approach invites customers to compare different designs. In addition, the impact of door after beautiful door down the length ofthe aisle catches the attention of shoppers.

Use functioning window and door displays whenever possible. They encourage shoppers to see, touch and operate the products. Demonstration can help sell more products. Smart retailers demonstrate a wood window or door the same way they demonstrate a shed or deck. They set it up and let the product sell itself. Curious customers will add the necessary human touch by operating it as well as examinine it.

In windows, those features include exterior cladding, removable grilles and heat reflective glazing systems. In doors, they include carved panels and leaded or beveled glass.

Try displaying wood windows and doors in a simulated house that encompasses other building materials such as roofing, siding, gutters, downspouts and so forth. A display house within the window and door department shows how these products contribute to a home's overall look. The composite effect of the house works to the sales advantage of every product.

Story at a Glance

Encourage builders to direct their custom home buyers to the wood window and door displays in your store. By doing so, you'll achieve two satisfied customers for every sale: a consumer pleased with the wood windows and doors he has chosen for his new home and a builder who will return with other prospective home buyers.

Sell wood windops and doors as partsof projects. For example, to sell a complete remodeling project around one door, apply the look-of-home approach to an interdepartmental display. Build a frame around a promotable door; then surround it with siding, entryway light fixtures, decorative hardware, and so forth.

Vary the finishes in your displays for accent. Shcnv natural, rictrly stained wood doors as well as doors painted red and blue. Different shades of paint and stain suggest the decorative versatility ofwood doors. And, whenever you stain or paint a door or add decorative hardware. always cross reference items.

Sell the benefits, features and options of your wood window and door lines. Display signage should emphasize such words as "low maintenance," "cut energy costs" and "beauty plus economy." Show customers the benefits and features first hand. Use displays that show cutaway views of the important elements in construction.

Similarly, use displays that show cutaway views of installation. As customers become more aware of their ability to

Finally, merchandise with imagination. Draw on your expertise as a merchant. Make up your own list of the beneftts of wood windows and doors. Then develop displays to tell their story of solid construction, graceful design, distinctive grain, inherent good looks and natural insulating properties. In short, develop displays that allow you to cash in on the charisma of today's wood windows and doors.

EFFEGIIVE wood windot and door displala take manv forms in showrooms around the country. Too bhoto instantlv makes clear the difference betvieen wood borrv and bay windorrus. lmpact of 36 different doors displayed (center photo) attracts m mediate attention. 0ctopus d isplay (lower photo) offers a variety of wood windows iutting out from a central core of door designs.

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Mt'Supplf is a ner,v building nratcrials store in Condon. Or.. Sr.rc Watt. owncr. ..Chet'erurc Wells Lwnber Co. , Chcycnnc We lls. Co.. is norv tuwnecl by Clark Dickel,' & Sons... Esltanolo Mer<'urilil e Or., E,spanola. N.M., has changcd its nantc to Cook's Tt'Lrc Wrluc Horrrc Curttr ancl nrovcd into ne'uv 12.000 sq. 11. quartcrs...

The ft]mtrul Hilrc.t Lunhcr location in Albuquerquc. N.M.. has bccn purchased by Huttig Suslt utrd [)oor... Wire Rock &ilders Suppll', Los Alamos, N.M.. is operating lionr a ncw store and 1,'ard...David ancl Jackic Chavez who purchased Bivcns Lwnber", Lordsburg, N.M.. have changcd thc name to Hidnlgo Count\i Buikling Sup1tlt...

I)enver Lumber Co.. Denvcr. C<t.. is now in a ncw lacilitv. ..Butte rfield Luttrhtr Cr., Salr LakiCitl. Ur.. has moved into 23,000 sq. ft. of new huilrlings. ..Gn'ttt W'.trt't'tr Lttmbt,r Co., Las Vcgas, N.M.. is now B.7lU Builtli rr s Mutc ri ol.s..

PunrcII Tiue l4tIuc Buikling Ccnter is thc ncw narrrc lirr I.trkt": Tt'trc Vtlttt BLtiltlbry Canter. Trvin Falls. Icl. Tbnr Parnell. thc new owncr. ..Gould Lwrrber Co.. We llington. Co., has bccn acquircd by L1'nn D0\\,ncy ancl rcnamed Doy,'trct' Wi xxl Pruxl Ltr't s.

Burlott Wulker Lturtber Co.. Osdcn. Ut. . has clrrscd llter 66 vcrrt. Capitul Lumber Co., Cheycnne, Wy.. celebrated its 2lst year with an opcn house and builders show...

HruneClub lrc. has renovated an old Zody's in the City of Indusrry. Ca., fbr a19,200 sq. ft. store r.virh an 8.000 sq. ft. garden center: orher HomcClubs opcned this summer in North Hollywood, Riverside. Los Angeles ancl San Pablo. Ca.

Btriltltr': .Stlrrtttt is eonrcrtinq u Kmart storc in Roscntead. Ca. ...Par. 'N fuk has opcncd rr -10.00() rq. li. store in Rosevillc. Ca.. in an exSafeway bldg.

.4rrdt'r.sott I.urrtlte r Co., Ogdcn, ['t.. lrrrr ope r)ctl .4rttltr:rtn Lrtnthr'r Hctrrtt, Cctrtar, a 11"000 sq. lt. wareIrouse lrrlnre c('nlcr in Brighlrrtr ('irr. l-it. ...Hundvtutn has oncictl lts ttitr San Dieso. Cl.. unit. u 51.()(X)rq. li tacilitl irr Brry Plirzrr Shoppinr: Center...

BuiIders SupTtIr. Palru Sprin::s. Ca., had 54.()00 in dlrnrirscs ttr 16.'1t thlcc buildirrg: inr lutl inl \tl'u(.rrt rirl darnagc. broken inventorv anci lost tinrc tlurinr rhc .Tuh l-1 earihquake Go rur h I Lu nh c r, Lake Arror.r,hcad. Ca.. is complcting plans to rebuild thcir storc ciestroycd bv file on Junc r[J: rncann,hilc it's busines.s as usual in tc ltt p, t1-;11'_1 qu il rtc rs.

Itrtpcriul 5/olr,.r, Holtvillc. Ca.. has opcnccl a ncrv lurnbcr ancl building lttrltcriill\ dcpt. lirr dt'-it vrlurscllbrs...

C lu.t'tort M i rurt ru r H t ttn c Fu rn i s lings Certtcr, San Dicgrl. Ca., has a $3.5 nillion. ,52,000 sq. li. cxpansion cluc t0 open in Oct. ...

HoIsirtgcr Hartlvttra untl Lurnbcr Co. , Yucaipa, Ca.. has closccl aticr 2 years.. .Bluc Mtn Lurnhcr Co. is the ncw name fbl the firrrncr l)iunttttrd Lurtilrcr Co., Gunnison. Co.. which has bcen acquired by,Bill Do'uvd. a lbrurcr Diamond executivc; Rrlv Are hulctta is eontinuins lr\ Inltr.

Colonial Builcling Supltlr.lirr'. , has closcd its sbrc inthc Builrl Mart Mull. Salt Lake Cit1,. Ut., consolidatin_c opcrations at its rtriginal Bountifr-rl. Ut.. sitc. ..Build Mort Mcll ts in Chapte r ll hrrrkrrrptt'r...

Scven o1-Wickcs Hrutrlr, Dun ,stores in Crrlorirtlo r6 in Dcnr cr arrd I in Ft Collins) are having uoing oLrt of business sales in preparation lilr closing in fbur to six wccks...

Builders I)ist'rnnt stores in North Hollywood. Chatsworth ancl Sirni Valley. Ca.. havc bccn purchasccl b-v STG hnports, Pasadcna. Ca. ...Hrrrvunl Lurttltt'r Crr is huildirrs rt $l.l million replacement store in darstou,. Ca.

The Merchant Magazine it'ittrth Arnt'rium Plyyrnd Coryt. has rurovccl ll'onr [-tls Angeles. Ca.. to 10309 Norwalk tslvcl.. Sanra Fe Springs. Ca. ...Kc,rrruul htc., To1on. Ca., plans to start building a ne\\i lacility including a planing mill and storagc blclg. <ln -16 acres near Kcswick. Cir.. irr Oct. ...

[\tlrrtcr (i l.ay'it (-o., lrtc., AubLrrn. Wt.. is acclutlins l,L?,.\/crri .1trtt't.it tttr ['itt't,st Prttlttr'1.r. llt San Ilulue l. ('1r.. lirl iin untlirilosCtl :urli. \\'cstcltr i\ltrcricitrt r.r ill bceornc tht PGL tsLrilclins Prorlucts suhsidiar_r'.. othcr PGL :ulrsitlirrrr irr. lrrrlirr! SuuPac Sale s Co.. Cochi'anc Nortliwcst. Inc. ancl TSI. Inc. r.r ill bc know n us .'a Palnrc-r G. Lcq'is Cli.".

Bcr,qer & Crt. Sacranicnto. Ca.. and El Paso.Tx.. has bccn nantcd crclusivc sales agent ior MCC, onc ol' the largest moulding ntanufacturcrs in Mericcr (see p. 37 fbr story). ..Jrilut 7'. Cola & Assot'iates,llr'. , thc fbrcst prtilucts cxecutive search and placcnrcnt l'irm. Portland, Or.. has cclcbratecl its 8th year in business...

Dirct't Lumltcr Co. is a ncw wholcsalc operation in Oxnard. Ca.. Steven Hill. owner. ..All-Cou.st Frtrcsl Prrxlut'ts, Chino. Ca., has opcnccl a new otfice in Tcnrpc., Az.. ...Senetu Sau'millCo. , Euscne. Or.. plans a $7 million small log sarvrnill with a 50 rni||ion ht annuafeapucity...

Wis t'ort s irt -Cctlilorn ia Fo re ,s I Pruxlutrs /irr'. now has a seconcl mill in Rcclding. Ca., cutting primarily pine industrials. Douglus County Fbrest Pntdtr<'ts, Winchcster. Or., has reopcne'd the sawrnill previously operatcrlby Douglu,s Crnuily ltunber Co....

A U.S. bankruptcy cour-t conflrmed a crccliturs' plan of reorganization tbr Et,urr.t Prtxluct.s Co. Puy 'N Pak, Kcnt. Wa., has closccl a distribution ccntcr in l)cnvcr. Co. ...Mortott Prusdu<'ts l//. , Oshkosh. Wi. " has acquircd llicolui Cir. , Rrrlland. Or. , fbr about $17.8 rnillion (sec storv. p.19).

The Visodot' Cr;. , Jaspcr. 'Ix. has opened a new warehouse in Upland, Ca. ...Boise Cascoda, Boise Id.. has purchased the M. W. Snith Lumber Co., Jackson, A1....

Housirtg stat'ts inJune dropped to a seasonally adjusted annual rate of 1.845,000 units with single tamily sturts slitling 1.9% and multi-family starts rising l.5o/o...bldg. pcnnits u cre tf <rwn ).4o1