HOMT GELNTER MERGHANT

BILL FISHMAN

Eill Fishman & Alfiliates

11650 lberia Place San Diego, Ca.92128

This Home Center Merchant column is written by guest columnist Don C. Clothier. He is co-director of National Retailing Institute, a division of Marketing Service, Inc., San Diego, Ca. -ed.

lJnreIr-nRS for years have been I I aware of the importance of retail image. There are those, however, who are confused regarding how an image is established. For example, many retailers equate promotional advertising with image setting and turn to advertising agencies to create the most positive image. This is, however, a large and "misplaced" burden to put on the shoulders of the promotional variable alone.

The image of a retail store is very similar to the complex personality traits of an individual. From a marketing research standpoint, the following elements interact in producing the overall character or personality of a retail concept.

(1) LOCATIONIn the early '50s and late '60s, retail management many times attributed their success to three variables, "location, location, location." During these growth years that one factor was the major contributor to retail success.

Location is not only involved with the convenience factors associated with easy traffic access, market visibility and positioning in the competitive nest, it is also involved with exterior architecture, interior blueprints for ease of shopping flow and merchandise display. These factors are all extremely important but, without the other dimensions presented in this article, they can result in an unsuc- cessful profile and resulting overall image.

(2) PRODUCT MIXProducts can be classified in many different ways. They can be looked at from a seasonal standpoint, a geographical standpoint, a fashion cycle perspective or demand/ usage. Marketing researchers like to view product classifications according to the way the consumers perceive the product: shopping goods, convenience goods, specialty goods and unsought goods. Each of these categories requires a different mix of price, promotion and location to properly satisfy the needs of the end consumer. (More details on product mix will be presented in the next issue.)

(3) PRICEPricing in retailing is a definite measurement point of a store's personality. There is price lining (which follows the Sears Roebuck catalog philosophy of good, better, best and dictates a product mix); prestige pricing; psychological pricing; odd-even pricing, and cost-plus pricing. Price dimensions must be associated with the product mix

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VZOUNC Westerners board of direcI tors is planning a panel program for the WBMA convention in Portland in November as well as preparing for the Annual Young Westerners Conference to be held at the Eugene Hilton, Eugene, Or., Jan. 17-20.

President Ron Divers; Rick Barnes, vice president; Dennis Parry, secretarytreasurer; Bob Jacobsen, past president; co-chairmen of the 1985 conference Eric Cerretsen and Jim Kress, who also are trustees, and other trustees Tom Kerr, Petra Reininger and Terry Wiggins headed up a mid-year board meeting, July 21, at Sunriver. Or. Plans for future events headed the agenda. Kyle Kincaid, Dennis Orem, Joe Orem and Betsi Powers also attended.

The YWC panel program to be trtl: moderated by Betsi Powers, is "Computers: What Am I Getting Into?" Panel participants Jacobsen, Kincaid, Dennis Orem and Joe Orem will tell it how it really is for the building material dealer: making the decision to computerize, the purchase of the computer, its installation and its use. All panel participants are members of building material firms who have worked through and sometimes agonized over all phases of computerizing a building material business.

The 1985 YWC Conference program will include a tour of Weyerhaeuser plywood mill in the area, a panel presentation featuring the Bonneville Power Administration. Governor's Task Force on Energy and an insulation specialist. Dick Anderson will present a product knowledge seminar on pressure treated woods and their treatments and all weather wood foundations. Included will be information on new regulations on the use of certain treating products.

There will be a movie on customer rela- tions, "Remember Me?" By popular demand, the Rev. George Parsons will return to present a program on the art of communicating. Bob Mullen, Armstrong World Industries, will present one of the ever-popular survival schools. The YWC computer panel program will be repeated.

Sid Voorhees, Eugene Planing Mill, will present a motivational'talk. Round table discussion groups involving all conference participants will include idea exchange and problem solving.

Keep in mind the dates and plan to take advantage of this educational opportunity. Watch for a mailing on detailed program information and registration. Young Westerners Club is an educational group of industry employees, owners and managers 35 years of age and under. If you or any of your employees qualify, join the Young Westerners Club. There are no dues.