Two Year Study of Dealer Displays Results in this Book-type Design

When it comes to displays, few possibilities have been overlooked and most dealers at one time or another wish the confounded things had never been invented. Yet it is necessary to give the customers some idea of how t]-re product will look when it is used and to take advantage of the manufacturer's tie-in advertising. So, even though the science oI point-of-purchnse needs perfecting, few will dispute the need for displays and their value where there is a high volume of consumer traffic.

Many manufactur.els put much thought direct for information since they did not see Lam-Loc Pecky Cedar in their dealer's showroom. It was also found that dealers who did have a good display were much more successful in moving a large and considerable amount of money into their displays to make them efiective. On the other hand, some of the material must be developed without the designer ever having seen the inside of a lumber yard.

After many years of listening to dealer gripes and then making a concerted two year efiort, one manufacturer, Ed Fountain Lumber Company, has developed a display which should overcome at least ninety per cent of the objections. The two year study to develop the new Lam-Loc Pecky Cedar display was initiated when Fountain found that dealers were not using their display material to best advantagel Consumers o{ten contacted the company volume of the product. Since Lam-Loc Pecky Cedar is quite unique, it almost always requires that the custom€r see enough to make the decision to buy. The only recourse for Fountain was to develop a design which would make an effective presentation of the product and at the same time meet the fundamental requirements of the dealer for utilizine the display.

These were some of the considerations in arriving at the design: Attract interest. Quickly identify the pr6duct. Answer most of the customers' questions before requiring a sales person. Suggest uses. Provide a good ratio of profit for area consumed. Easily moved and maintained. Adaptable to interior or exterior display areas. Fit a variety of situations. Simple to set up. Tie-in with consumer advertising. And, of course, there were considerations from a manufacturing standpoint such as cost and an economical shipping configuration. The new display is a book type unit with two 2'x6' sections. A black frame surrounds the natural finished Peckv Cedar (Continued, on Page 6l)