Moulding is a unisex product

nails needed to complete a moulding project close at hand.

Supermarkets are adept at cross merchandising. Baking utensils are grouped with cake mixes and frostings. Mugs are stacked next to coffee and tea. Go into the produce section and you'll find salad dressings and croutons beside the lettuce.

Following the cross merchandising example of the supermarket, the home center should move a generous portion of its moulding up front from the lumber section. The prime spot is adjacent to lhe paint, wallpaper, mirrors, paneling, and other decorative items. This is the natural location since moulding is frequently used in conjunction with these products. Just as the grocer puts mixing bowls by the cake mixes, a home center should have the miter boxes, woodworking glue and finishing

Applying the same theory a fashion mall uses when it displays the latest styles on attractive mannequins in a smart setting, the home center should make every effort to put life into moulding displays. Vignettes can be both focal points and sales aids.

They emphasize how the architectural features of moulding turn a plain room, cabinet, fireplace or wall into a dramatic statement. They help the female shopper to visualize what moulding can do for her home. A woman not considering moulding can be sold by product-in-action displays, just as she often buys fashions or groceries on impulse.

If vignettes are impossible, use large before and after photos. Many moulding manufacturers include these in their product literature and sales aids. Mounted attractively, these photo-graphics function in the way of a vignette. They have an advantage in that they can be changed easily and often.

A more than adequate selection of product is needed. Profiles and examples of how patterns can be combined into decorative trim are helpful. When possible, these should be keyed to the vignettes or photographics to show the do-it-yourselfer how it is done. Take home literature including instructions for measuring, mitering, coping and applying also must be on hand.

Long, awkward to handle lengths of moulding can appear formidable to a woman used to having her purchases in attractive, convenient packages. Women perceive clear package labeling, convenience and easily understood use instructions as quality. For those items not prepackaged, women are accustomed to being provided with an easy to carry box or bag. Few fashion malls and supermarkets have "over the shoulder" carryout. Any convenience which you provide in the way of cutting, bundling and carryout will be a sales advantage.

Ask the female members of your family and staff as well as your customers what they expect in a moulding display. Examine fashion mall displays, study supermarket cross merchandising and apply these methods in your store. They'll work with products other than moulding, too.

Story at a Glance

How to sell moulding to women as well as men tiPs on marketing, inventory, vignettes, packaging... ways to make displays come alive.