Retailers are vital link in getting mouldings to market

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

llt HEN asked the question, "How It are wood mouldings marketed?," the usual answer is: manufacturer to jobber/distributor to retailer to builder and/or consumer.

When charted, the manufacturer would be on top and the builder and/ or consumer on the bottom. This might lead some people to believe the manufacturer is in control of his product, its distribution and to whom it is finally sold. But, that assumption is only partially true.

00.-lT-Y0URSEtF project book published by WMMPA catches shopper's eye and encourages projects using moulding.

Yes, the moulding manufacturer can decide to sidestep any or most steps in the chain of distribution. However, the truth is, most moulding manufacturers rely on all links in the chain to get their products into the hands of the end user.

Story ata Glance

Ways a retailer can make moulding a high profit, high tumover item... how response to new horne building and rcnovation pays off importance of ordering in advance.

The Merchant Magazine uct knowledge and sell more moulding, the Wood Moulding & Millwork Producers Association (WMMPA) has a virtual library of booklets and information available. In addition, WMMPA advertises wood moulding and promotes its uses in consumer, builder and remodeler publications. WMMPA also engages a public relations firm whose responsibility it is to keep wood moulding in the public's eye. we feel the answer to that question is generally "yes" because when there is demand at the retail level there is activity at the manufacturing level. And production has been running strong, from last spring through the winter and into this spring. Most WMMPA members, in fact, are looking forward to continued strong business until after next year's elections.

And, all of these efforts are paying off. During the first five months of 1987, for example, WMMPA has responded to over 10,000 consumer requests, I I 00 builder requests, 600 remodeler requests and 600 architect requests for information or moulding literature. All of these requests for information relate back to retail level sales of wood mouldings. So, the question to retailers.is "Are you getting your share of sales of this highly profitable product?"

As far as markets are concerned, the recent uptick in mortgage rates has created a demand for new homes by consumers because they want to buy those homes before credit becomes more expensive. However, most economists believe. as we do. that mortgage rates will fall again and keep the demand for new homes humming along.

While all are important, the retailer link is still the most vital because he is the manufacturer's representative to the final user. It is his how to use it, where to use it, and general product knowledge that the ultimate user depends on.

At the retail level, wood moulding can be a high profit, high turnover item or it can be a dust collector out in the back sheds. The difference depends on the retailer, his knowledge and his ability to sell mouldings as a decorative and an add-on item to other sales.

To help retailers gain more prod-

The other major market for moulding-renovation-is still going strong. In this market, we see two types of consumers-those who are remodeling older homes and those who purchased scaled-down models until they could afford the frills. Those frills are now being added by finishing offa basement or attic or adding another room.

Whether used in new homes or renovation, wood mouldings are a product in deniand. For this reason, it's important to remember that mouldings are produced to order and not for inventory by the manufacturer. WMMPA member firms are currently averaging a 5-6 week order file. So, don't get caught short. you can't sell what you don't have in stock.

While there is no limit to the kinds of buildings San Antonio Pole can create for our customers, many of the structures are seemingly simple storage buildings.

Although their func. tion is simple, their construction can involve surprisingly sophisticated techniques; methods we learned and mastered dur. ing our decades of erecting these familiar features of the lumber landscape.

Our years of experience in planning, design, site preparation, soil analysis, codes, earthquake factors, foundations, materials used in construction, erection and appearance factors are all at your disposal. Our seasoned crews have the know.how to ensure that the building you order is the building you get.

The building shown above, seen here as the siding went on, is one we built for Valley Build' ing Materials, El Toro, Ca. Take advantage of San Antonio Pole's dec' ades of background and experience when you need a new building or want to enlarge an existing one.