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Merchandising wood mouldings and millwork

By Stan Blaine Marketing Coordinator Wood Moulding & Millwork Producers Association Woodland, Ca.

THE MERCHANDISING ot wood

I mouldings is often one of the most neglected areas in retail yards and home centers. Often buried in a corner with little or no display, mouldings are all-too-commonly left to collect dust as business owners fail to cash in on one of their most profitable items.

With proper displays and informed sales people, moulding can become an important source of income. An estimated 40Vo of all wood mouldings and millwork products manufactured are used for remodeling projects.

Having an easy-to-understand pattern display is essential to the proper merchandising of mouldings. Samples can be displayed in several different ways to boost sales. Perhaps the most effective method, if room permits, is constructing a room setting display featuring patterns as they actually look when installed.

Installation information and related products such as miter boxes, wainscoting, nails, putty and stains, should be conveniently close by. By proper display, companion sales will be created with each moulding sale. A well trained sales clerk will know what items are necessary for the installation.

Literature and color photos showing ideas on the use of moulding should be prominently displayed in the sales area. A knowledgeable sales person, in conjunction with good display items, can plant the seeds for remodeling projects in the customer which can grow into lucrative moulding and companion sales.

Much of the remodeling done today is tackled by the homeowner. Do-it-yourself installation of mouldings requires proper tools and direc- tion. Don't scare off potential d-iyers with terms like "coping" and "reverse mitering." Stress the availability of corner blocks when installing mouldings. This will eliminate the need to miter or cope. It also reduces waste and increases the likelihood of a happy homeowner who will

Story at a Glance

Proper display, positioning boosts sales of high-margin moulding and millwork.

attempt future projects-and return to your store.

The successful marketing of shortIength mouldings can eliminate a problem and create profits (see related story on previous page for specific techniques).

The Wood Moulding & Millwork Producers Association can assist with all the merchandising aids and information needed to set up a store properly to attain your sales goals. WMMPA t(800) ss0-788e1 has "how to" literature for d-i-yers, videos on merchandising mouldings, and brochures with ideas on designing and decorating with wood mouldings.

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