Merchandising to sell moulding

lJ OMEOWNERS are expected to I lspend a record $115-billion on remodeling projects this year, a significant increase from 1987's $103billion. Projects undertaken will range from small-scale repairs to major room additions.

Decorating with wood moulding can be one of the least expensiveand highest impacthome improvement projects. Made aware of the many uses for the products throughout their homes, consumers have become the largest users of wood mouldings.

Building products suppliers once concentrated their efforts on promoting wood moulding to contractors, primarily for new construction applications. But now, retailers are implementing innovation merchandising methods to boost moulding sales to consumers and maximize profits.

To help retailers sell more wood moulding, the Wood Moulding & Millwork Producers Association offers a variety of merchandising aids, retailer training programs and consumer oriented literature. Although aimed at the consumer to show low cost ways to improve home decor using moulding, these programs can be effective in educating in-store sales personnel.

Informational and educational literature items from WMMPA may be used in a variety of ways. Many suggest uses and projects. Others, such as "How to Work With Wood Mouldings," "How to Finish Wood Mouldings" and "How to Install Ceiling Mouldings," give do-ityourselfers step-by-step directions. All are designed to be displayed on racks next to the wood moulding in a retail store.

Displays are an essential part of selling moulding. The optimal location for a display is, of course, near

August 1988 the actual product, according to Bernard J. Tomasko, executive vice president of the Wood Moulding & Millwork Producers Association. "Proper display of wood moulding products may mean the difference between a profitable product line and a slow mover," he notes. "We have video programs to give retailers ideas on how they can increase moulding sales by creating better displays and using improved merchandising techniques."

Story at a Glance

Ways the Wood Moulding & Millwork Producers Association can help a retailer. tips on maximizing moulding sales advertising, promotion and education materials that work.

These video cassettes and LaBelle cartridges have been especially developed for the retailer. Video cassettes include "Boosting Wood Moulding Sales Through Better Displays" and "Boosting Wood Mould- ing Sales Through Better Merchandising." "They show retailers how to increase moulding profits through' the proper use ofdisplays and better merchandising techniques," Tomasko explains.

Cassettes may be rented from the association for $15 for two weeks or purchased for $26 each or $50 for both.

Three additional audio visual programs are available in either VHS or LaBelle format. "Western Wood Moulding and Millwork" traces the history of the industry, and provides information on the manufacturing and distribution of wood mouldings and jambs. "How to Work with Wood Mouldings" is an instructional tape that can be used to instruct both do-it-yourselfers and employees. "How to Sell Wood Mouldings" gives in-depth information on effective selling techniques. This program highlights the different types, styles and uses of mouldings, and discusses additional selling and educational aids.

Special advertising materials also have been developed by the associ-

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CARROLL MOULDING Co. is o Full Service Distributor serving So, Colifornio for over thirty yeors, feoturing custom moulding progroms, pre-pricing, merchondising ossistonce, inventory control ond much more.

We stock the widest selection of wood moulding in the west including: Pineo Fir o Redwood o Ook embossed o Pre-finished o Coloniols o Plinth & Corner blocks o Ornoments o Spindles & Posts o Dowels o DG's new Cleorwood pine moulding.

Coll us for more informotion obout our new Ornomentol Moulding stocking deoler progrom,

The Merchant Magazine and walnut often have a matte furniture finish. Best of all, many customers are glad to skip the sanding, priming, painting or staining steps in their project.

Some of the moulding products on the market are colored throughout so that small nicks and scrapes do not show. Butt or miter joints on these need no extra finishing, no puttying or staining. Both of these features are desirable for do-it-yourselfers.

However, there is some difference of opinion about the value of applied color as opposed to integrated color. "The colors (of the applied prefinishes) are truer," said one remodeler. "They're applied as coatings, not as part of the material itself. So if you want red, you get red."

A protective film coating is applied to the finished product by several manufacturers to prevent damage in shipping and display. This covering, which is removed at the time of application, keeps the product in pristine condition.

Story at a Glance

How a dealer can merchandise prefinished vinyl moulding... sales benefits... reasons why a d-i-yer might select man-made product.