Pre-finished moulding can be a money maker

lA USTOMERS like moulding. V

The home magazines they read are filled with pictures showing how to use it to dress up a plain room. llut the project becomes an impossible dream for many of them when they confront the painting or staining necessary for the job.

However. this doesn't have to happen. A retailer can help a customer achieve his decorating dream by stocking pre-finished moulding. Available in a wide range of colors and profiles, pre-finished mouldings complement and enhance most paneling, wallpaper and wall colors while eliminating messy painting or staining.

Pre-finished moulding is especially suited to d-i-y remodeling and refurbishing. A do-it-yourselfer can use it to finish a paneled room, create a new look with a chair rail in the dining room, a moulding edge on a built-in, a baseboard or built-up ceiling moulding, window trim or to frame wallpaper panels. Moulding can create a country, elegant or casual mood.

The advantage of pre-finished moulding is not limited to customers. Profit is a big reason for a retailer selling it. The margins are excellent. Some stores report that they are able to sell pre-finished moulding at double the cost.

Because there is no formal industry trade group, flew figures are available on market growth. However, market surveys show strong sales growth with pre-finished moulding sharing in the decorating boom with paint grade and hardwood mouldines.

Story at a Glance

Ways to profit from growing pe finished moulding market ideas for displays, add-on sales, cross merchandising... selling tips.

Pre-finished moulding should be sold in the decorative product section with wallpaper, paint and paneling, although it certainly should be cross merchandised in the lumber area. recommends l)ennis Williams at Color (lraft. l]ecause moulding is decorative, most sales originate with women.

In displaying pre-finished moulding, a dealer can increase sales by using color photographs of applications or setting up vignettes to demonstrate the impact it can have.

Moulding is best displayed in racks to show off its color and shape. Posters demonstrating which moulding goes where and the steps involved can encourage buyers. Most manufacturers provide how-to brochures at point of sale. These should be well displayed and included in every sale.

Williams also stresses that sales people must be moulding minded. Just as they suggest brushes and paint accessories with a paint sale, they must recommend pre-finished moulding as an add-on to sales of paneling, wallpaper and paint. They also must be familiar with the installation process and be able to explain and discuss the steps with a customer. The installation brochure can be a handy tool for them.

Color matched nails and putty as well as tools needed to apply moulding should be part of any moulding sale. A shopping list posted with the pre-finished moulding will remind shoppers that they need a tape measure, miter box, hack saw, coping saw, hammer, finishing nails, nail set, staples, staple gun, white wood glue, wood putty, sandpaper to smooth putty and goggles for eye protection.

llstores put a little effort into selling it. pre-finished moulding can be one of their best profit makers.