Storage promotion will sell more westem wood

BoTToM line of the botI tom lines for retailers, wholesalers and producers of lumber is to sell more product, specifically, board and framing lumber.

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Thus, the Western Wood Products Association's launching of an effort to push the concept of storage is significant to the industry. The designs being promoted are all based upon standard width and thickness sawn boards (l x 6, I x 8, etc.) as the basic storage modules. The current across the board approach (pun intended) to storage will be aimed first at the repair/remodel market. Common boards will be the initial product push. Paneling and other wood product producer groups are expected to join the campaign as it proceeds.

After the initial demand has been satisfied and the market has settled down in its increased state. the association expects that its producer members in the 12 western states will have their traditional 430/o of the marketplace. If the l0Vo penetration into new markets succeeds, the storage concept could increase the sale of western boards and framing lumber by as much as 216,U5,W board feet. The initial repair/remodel market thrust is expected to use at least an additional 107,500,000 BF.

As pointed out by Malcolm "Mac" Epley, WWPA vice president, "This major consumer storage concept is based upon the raw principle that Americans today have more material abundance than ever before. but little more place to put it than they did at the turn of the century. Maybe less."

Epley continues, "With the rarest of exceptions, new homes never truly resolve owner's problems of where to put things. In fact, storage is still considered an amenity instead of a necessity by virtually all designers and builders of houses."

Surveys conducted by the Bureau of Building Marketing Research as part of the National Consumer Survey on Housing, 1985 Market Ttends, showed that 65Vo of those interviewed rated lots of storage space as very desirable in a home.

A survey conducted in markets across the U.S. by the research department of Borders. Perrin & Norrander and Columbia Research Center of Portland, Or., found 3690 of those surveyed would pay more for a home with additional storage. Almost 6090 indicated a preference for having storage in one place such as a storage room. Addition of organized storage was acceptable to 3890. Renters surveyed followed the same trend with their preferences.

The 76 million baby boomers, more than three out of seven adults today, are important in the group wanting and needing more storage. The average income of 5.8 million of the population between 35 and 44 years of age is $35,000 a year. This affluence enables them to become acquirers of sporting

Story at a Glance

Storage identified as new market . . 107o market expansaon predicted ... promotion aims firstat remodeling/repair . . retailers, wholesalers part ol push. goods, hobby materials, camPing equipment, household goods and clothing, all items which require storage.

The success of the mini-storage warehouse with some 1.5 million in existence is pointed out by the WWPA as another indication of the serious need for storage space in today's homes. A 1984 Simmons Market Research Bureau survey also confirms the critical storage shortage existing.

In presenting her survey report to WWPA, Donna Fitzpatrick, Borders, Perin & Norrander research director, said, "Ttie baby boomers want storage and they're going to be educated through advertising to begin demand-

(Continued on next page) ing it. So builders had better take note."

Storage added to an existing home or apartment or designed into a new structure ranges from an entire room devoted to storage to additional storage facilities added in utility rooms, closets, hallways, kitchens, living areas and garages.

Increased storage can include larger pantries, closets, more cabinets, more book shelves and storage space for wines, stereo systems and entertainment equipment. Modular units offer what WWPA calls the "Storage Plus" concept. They can be used in rooms which also serve as offices. exercise rooms, media centers, sewing rooms or any other application that fits the owner's needs.

The retailer's role in this marketing effort will become more clearly defined as the promotion rolls into high gear. Consumer advertising and consumer magazine editorial features on storage are expected to create an interest and desire for additional storage space.

Once the demand is in place, it appears the dealer will have to be sure that he has adequate materials in inventory for ready purchase. In addition, he will probably want to take advantage of clinics and seminars aimed at helping both the d-i-y and contractor understand the concept and application of adding storage. Keying individual store advertising into the broader scope of association advertising will be important.

Perhaps the setting up of a "storage center" similar to the "energy center" will be helpful in some stores. This might contain necessary materials, hardware andtools for building storage as well as plans and ideas.

However a retailer chooses to take advantage of the promotion, he is bound to increase his share of the wood pile.

Window, Skylight Sales Growth

Window usage will gain 390 this year and hold constant through l98J according to the American Architectural Manufacturers Association, with skylight use increasing by at least 53V0.

These figures apply to prime, new and replacement windows, storm windows and doors, patio doors, aluminum siding, mobile home windows and skylights for the residential market.