Big Bonanza-A Consumer's Comstock

A FTER COYERING a lew hundred n.w I r retail building material layouts in recent years, we'll have to admit to becoming a bit blase on the matter, but we sure'got a jolt last month when we walked into Bonanza Home Center in Campbell (near San Jose ) . At the invitation of owners Jerry Callner and Jerry Kritzer and manager Bill Mitchell, we visited the house of "25,000 do-it-yoursel{ items," and we truly {eel they've underestimated the company slogan.

Located at 1750 South Bascom Avenue in Campbell, Bonanza is situated in a new shopping center, or more accurately, the shopping center is located around it. At first glance the huge :10,000 sq. ft. store has the appearance of a discount operation. It is not. Bonanza's pricing system has been accurately programmed and all items are offered at a competitive price, one price to all, walk-in trade and contractors alike.

Other deceiving features of the new store are its turnstilcs, groccry carts (special heavy duty carts for heavier items available too) and five checkout stands which would indicate 100/o self service. Wrong again. Although customers are invited to browse, if they are in a hurry they merely hail one of the team of "Bonanza Boys," a uniformed customerhelping force recruited frorn local high school and college students.

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BONAI{ZA'S BIG new 30,000 sq. ft. store (top center) is set well back off South Bascom Avenue in Campbell with lots of parking in front. Turnstiles, carls and checkers (top left) handle unbelievable flow during peak hours. Meet Bill Mitchell (top risht). too "Bonanza Boy" who joined owners Jerry Call-ner and Jerry Kritzer a few months ago after many years as manager of Willow Glen Lumber Co. in San Jose. Heavy duty carts (second row left) for heavier items are available in addition to the regulation size srocery. carts Jor the ladies. Wall paneling racks isecond row.right) alford storage ai well as full panel sample display. Plywood cut to various sizes (third row, left) is trimmed and cut during slack periods. Rack is kept full to avoid special- cuttins durins rush hours. Direction signs pbsted throughout th6 s.tore (center inset) point the way to the various departments. lf you'd like to build a load. srab one of Bonanza's custom made carts (third iow, 1gh!) and wheel it around to your heart's content. "Tailored" lumber racks with- mouldine rack in background (lower left). Each piece is lndividuallv priced and ready for checkout'stand. Garden furniture display (lower right), with the knocked-down units right on the floor behind the display. Bonanza tries to.avoid warehousing merchandis6; backup invent0ry is part of the display when possible.