CrossMerchandising

Study Sells 670/o More

The idea of more than doubling sales by changing around some displays probably sounds unbelievable, yet industry research indicates it's possible.

A study conducted by the Russell R. Mueller Retail Hardware Research Foundation shows cross merchandising a variety of products in a single display can increase sales of those products by as much as 67Vo. The three-month Merchandising the Retail Sales Floor to Optimize Productivity study tested 12 merchandising methods and their effect on the movement of products through 55 independent hardware stores, home centers and doit-yourself lumber stores in St. Louis, Mo., Atlanta, Ga., and Los Angeles, Ca. The end results proved cross merchandising is one of the most effective sales techniques retailers can use.

A prime example featured a presentation of extension cords nor- mally displayed in the electrical depar[nent and string rimmers traditionally sold in the lawn and garden department. Since string trimmers have very short cords, buyers could see the need for the extension cords when they were making their purchase and conveniently pick both up from the one display.

This technique works for a variety of producs. Another cross merchandising method teams up a variety of related products on an end cap, perhaps with purchase-incentive offers such as buy two, get one free to encourage customers to buy more combinations of items as well as products they didn't think of buying before seeing the display.

Establishing a regular display called "Solutions of the Month" that gives answers to the most cornmon questions asked about home projects in a cross merchandising exhibit is used successfully by some dealers.

Displaying products designed to solve problems along with tools and companion products encourages customers to buy new as well as familiar merchandise.

Tying in with the home center bridal registry trend, a cross merchandising display can include a wide variety of tools, gardening equipnnent and necessities such as garbage cans as well as mailboxes, brass door lnockers and more elaborate gifts.

Builders Square's Magazine

Builders Square, San Antonio, Tx., is launching a bimonthly consumer home improvement magazine this month.

Similar to Better Homes & Gardens, American Home and Home magazines, Builders Square Home Image will sell at Builders Square stores, newsstands and book stores for $3.25. The publication is designed as an extension of the ctnics and classes offered by Builders Square.