Consumer Sales are K"y to this Retailer's Success

RUCE BAUER Lumber Company in San Carlos, Calif. is observing its 20th anniversary with sales two and one-half times what they were just five years ago. The well-known San Francisco Peninsula firm attributes its success to ever-expanding consumer sales.

"W'e do 85-90 percent of our business with the homeowner do-it-yourselfer," explains owner-manager Don Thom, otand cater to their needs, small or large. At least half our customers are women and this, to a large extent, determines our merchandising program."

Founded in a "little brick building by the railroad tracks" in 1946, Bruce Bauer Lumber Company is now more than ten times its original physical size despite a limiting site location. The store and yard are only 40 feet deep bounded by busy El Camino Real highway and the Southern Pacific tracks, yet the buildings stretch for over 1000 feet or two good-sized city blocks.

"It gives us a lot of foot mileage during the day in handling our customer's needs," explains Ron Armbrust, hardware and tool manager, oobut we think the layout is actually conducive to sales."

0ver 40,000 items are displayed and sold and special emphasis is placed on top brand names. o'We have found that consumers are partially pre-sold on the items they wish to purchase from us and when we can supply a top-quality brand name item the sale goes much faster and everyone is pleased," comments Armbrust.

An dxample of this merchandising concept is Bruce Bauer's power tool department. Until a year ago, the firm handled several brands, none of them widely known and looked upon the line as a "convenience" for customers.

o'We didn't make much money on it," 'comments Armbrust, 'obut since switching entirely to Stanley's new Job-Master power tools we have increased sales 20-25 percent. Customers recognize the quality name and are more willing to buy."

In making the power tool switch, Armbrust phased out the unknown brands and added a single Stanley display at a time. First it was power drills, then sanders, then saws and routers. Now the firm has the complete Job-Master line prominently displayed across from the main entrance irs well as an in-store demonstration and sales center located in the busy display room which includes paneling, ceiling and floor tile, unfinished furniture, doors and other popular items.

ooWe have always sold their hand tools," reports Arm'brust who has been with the firm for nearly seven years, ttand more than B0 percent of our total hand and power tool sales are Stanley. "Power drills are our best sellers, but there has been a lot of interest in the new low-price Stanley

Rout-About /4-HP router. It's an excellent item for the homeowner."

Bruce Bauer Lumber Co.'s in-store power tool demonstration center is 40 inches wide, 72 inches long and 58 inches high with plexiglas around the top l5 inches-for safe visibility. It includes a work bench, electrical outlet with safety key switch and swinging door.

'owe use the center to demonstrate the various tools for customers and it helps stimulate sales beyond any doubt," claims Armbrust. "Our store is a mad house on Saturdays and Sundays and we can alrvays gather a large crowd for a demonstration. Sales follow."

Business at Bruce Bauer Lumber ls steady. The flow of home owner customers is sprinkled with contractors and home improvement specialists, but do-it-yourselfers take the top spot. Persons moving into the area are given a card by Velcome W'agon personnel entitling them to a free bulletin board "just for stopping in the store."

"W'e use newspaper advertising to expand our business and have a three-sided outdoor sign along El Camino and the SP tracks with excellent traveler visibility," says Armbrust. "We have parking for more than 50 cars and we seem to be the hub of home improvement activity in our area.t'

They also have two trucks for consumer and iontractor deliveries and employ five people besides Thom and Armbrust. They are Assistant Manager Bob King, Paul Bauer, Cathy Sevison, John Grifiin, and Hiraru Chase.