adding the second link

GRAND Opening without a Grand Opening?

"Sure. why not," explained Mike Hynes, president of Cooper Lumber and Hardware, which opened a big retail store in Glendale" Calif.. last month, without the usual hoorah.

"As much as 25 percent of every dollar you sell is stolen by shopli{ters, good customers can't shop

Story dI d Glonce

The big move of opening a second operation . . . first rate merchandising is evident in layout, advertising, and display . . . year and one-half of hassling with officialdom precedes opening day.

and everyone often gets the wrong impression of your store."

The store, the second for Coopers, has been a long time aborning. It was a particular ambition of the late Bill Cooper, head of the firm and a widely respected retailing innovator, who died after a short illness in December oL 1969 during planning stages. Twenty months of wrang' ling with various o{ficials over permits. annexations. countless rules and regulations and assorted other hang-ups followed.

The result. however, is a beautiful retail operation that shows the hardwork and tender lovine care that went into it; and they expect to be in the black by the end of this year.

The 20,000 sq. ft. showroom is housed in an old Safeway Market building that was completely gutted, then remodeled. As the firm has a contractor's license left over from the days when they did remodel- ing, employees did the bulk of the work, effecting a major saving.

There are eleven departments, reflecting the wide marketing scope of the store: housewares. decor" electrical, plumbing, hardware, garden, tools, paint, building materials, inside lumber and outside lumber. Bookkeeping is broken down into these departments, plus one more for the office. There are 40 regular employees and between 20 and 25 part timers. Hiring is done through agencies, ads and referrals.

The store is open seven days a rveek I two nights until nine, five until six. Weekda-vs they open at ten.

Store layout reflects careful thought, planning and the experience gained at their Pico Blvd. operation in Los Angeles. Impulse items are at the front of the showroom, while standard lines such as paint and hardware are positioned towards the rear, where the lumber and paneling departments are located. There are two front entrances, each one funneling in and out traffic past a cashier's station.

As the store is new to the Glendale area, and the name is not known to most of their potential customers, they have been making heavy direct mailings within the trading area.

Coopers has also been very active in direct mail at their other store, using a periodical four color tabloid. Free delivery, within reason, is also being used for a limited time in an additional effort to get across their business name and service concept.

Unlike the mass merchandiser operation nearby with which they must compete to some degree, em. ployees are trained in what their department sells and are compensated accordingly. Experienced employees at the other store were transferred to Glendale to ensure an bffective cadre armed with product knowledge and customer experience.

Managing the operation is Pat Fazio, a 22 year veteran with the firm. Harold Barnett is the assistant manager. Pat notes that the material suppliers have been very helpful in setting up displays and scheduling deliveries to phase in with the openine.

They plan to try and turn the merchandise an average of five to six times per year, according to Pat. He expects that the garden department should have the quickest turnover. They accept BankAmericard and Master Charge cards as well as their own in-house charge card.

They have piped in background music throughout the store. But the o'music" Mike Hynes says he likes best was when the cash registers started ringing in the sales on opening day.

PIEASAIIT respite on opening day for Cooper's bachelor president Mike Hynes is interview (1) with attractive reporter Ann Salisbury of the local paper. (D Swords and shields in decor dept. are glittering addition. (3) Plastic flowers, antique replica bottles help grab the ladies' interest 0n "kick{ff" day. (4) How about that chair! 6) Bulletin boards are a good seller. 6) Paneling dept. is across rear wall. 0) George P. Robinson displays handsome PPG paint labeh with him is his asst. in the dept., Helen M. Koss. (8) Plumbing items are backstopped with colorful wallpaper. €) Competitively priced figurines are up front near registers. (10) Decorated displays help buyers'imaginations. (11) Lamp covers and chimneys flank hanging lamp display. (l? Rolls and carpet squares for sale, (13) Garden dept. is expected to be good turner. (14 Shelving standa:ds' layout makes it easy to find the size wanted.