Key in on changes in the lockset aisle

nULL as a doorknob is a saying l/ that's been aromd for ages. But it can't be used to describe today's door hardware business.

Historicglly, the residential hardware industry has been slow to change; however, manufacturers are starting to wake up to consumer concerns. With crime prevention a top priority, consumers are looking for security products that protect their homes. In addition, the declining real estate market has prompted many to stay put and upgrade their current homes with better quality products. Consumers are driving decorative hardware sales with residential handlesets and levers an alternative to traditional lnobs.

As competition for market share increases, manufacturers are taking a market-driven approach. The most obvious result is new products which leverage changing consumer trends. In the past two y@rs, the lockset aisle has changed dramatically with the introduction of products with ANSI Gnde 2 ratings, the highest security and quality rating given to residential hardware, focused on the mid-price segment of the business.

With security claims backed by endorsements, longer product warranties have been introduced to address consumer quality concerns. Consumers are willing to pay more when product differences and valueadded features are communicated to the,m. Janice Wagner, Alnanor Ace, Alrnnor, Ca., said, "We have a lot of people who own second homes up here, and they need high secrnity products. Our experience has been that onc€ you explain the benefits of higher security products, customers won't go back to the less expensive ones."

"We sell hardware at both the midprice point and opening-price point" said Jerry Hines, Alpine True Value, San Diego, Ca. "Per item we make more off the mid-price point items but we move a greater volume of openingprice items, so it evens out. However, we're seeing an increase in demand for the higher security products."

The drive towards higher quality and higher security is creating new lockset technology. Front rgmovable cylinders designed to make rekeying faster as well as easier and sixrpin cylinders that provide five times the usual keying combinations with more resistance to picking are replacing the mtre common five pin cylinder standard in Gnde2 produc8. Additional upgrades include heavy duty cylinder guards, anti-pry shields and longer, more durable larch mounting screws. Each targets a specific security problem such as kick in or pry attacks.

"The magnitude of change in the hardware business is significant " said Paul Kluempers, Kwikset, Anaheim, Ca- "Yet it's important to note tlat we aren't making these moves based on best guesses or wishful thinking. We conducted extensive research to better understand consumer attitudes toward lockset products - what your customers want in the products they purchase. That research is having a profound effect on business, beyond the development of new products."

"For example, in addition to the specific consumer security concerns which prompted the development of our new Titan line," he continued, "we learned consumers are confused and intimidated by typical lockset aisles with fear of installation the nunber one roadblock to sales."

Many manufacturers have develo@ packaging that uses color coding to clearly communicate function, ease of installation, features and benefits to make buying easier for consumers.

Quite effective is category management through innovative merchandising systems which allow retailers to display all the products within a single unit. The systems assist consumers in making good buying decisions by providing prodgct features and benefits as well as step-by-step installation instructions. Alpine True Value is pleased with a new Kwikset merchandiser. "It makes organizing the aisle much easier," said Hines.

Television advertising, funding national consumer education campaigns and working with law enforcement

Story at a Glance

New look lor door hardware move towards higher quality and higher security .,. more informative packaging.

and crime prevention groups to create public awareness are other ways the lock industry is getting its message to the public. A security rips booklet in both English and Spanish, educational products distributed at the community level and tv and radio news segments on home security all create awareness.

"This means more business for retailers," said Kluempers. "Higher activity, awareness and attention to consumer needs will increase foot traffic in the lockset aisle. You need to carry an appropriate mix of products."

"An aging U.S. population and the new Americans With Disabilities Act have created a consumer preference for levers over knobs," he advised. "Review in-store merchandising to see if there is a manufacturer's program to dress up the lockset aisle and better communicate with customers. Product knowledge combined with a commitment to sell up can result in greater sales and higher margins."