ROU]IDS 1UTIBER COTIPATY

Becouse lhey let the customers use their imoginqlions--

Bell Yqrd's Plywood Soles 25.OOO 5q. Ft. Monthly

"We give our customers all the services they rvant, plus a chance to exercise their imagination."

That's the answer you get when you ask Dee Caspary, manager of the Atlantic Lumber Co., Bell, Calif., why his firm is able to sell 25,000 sq. ft. of plywood per month despite competition from other retailers for 65,000 customers now estimated to exist continuously in the suburban area immediately southeast of Los Angeles.

"Services are important," he explains, "because many of our customers lack the know-how and facilities needed to use our products. On the other hand, we've learned that one of the best ways to sell plywood is to display it and let customers decide Ior themselves horv they can use it. You'd be surprised how many applications they dream up that we never even thought of !"

Atlantic Lumber Co. is a 27-vear-old establishment on a three-acre site, one acre of which is under roof. Founded by Dee's father, DeWitt Caspary, who still serves the concern in an advisory capacity, it currently provides employment for 30 people-most of whom have been r'r'ith the company five or more years.

While its stock includes virtually every type of merchandise used in the building trades, this firm is placing major emphasis on the sale of plywood for reasons rvhich Dee Caspary explains as follows:

"First of all, public demand for the material is terrific-something no dealer in our field can afford to ignore. Secondly, it's one of the most profitable items we are in a position to handle-not only because the returns on initial sales are good, but because even the scraps of plywood that we accumulate can be sold. And, finally, it's our most versatile structural material-a product that pleases all customers, regardless of whether they are laymen or experienced shop workers."

The latter point is especially significant because Casl>ary is most interested in attracting industrial accounts ancl doit-yourself consumers, who don]t expect substantial cash discounts when they buy. No ell'ort is currently being made to get business from building contractors, although the company does make customary allowances in dealing rvith commercial builders.

Plywoods of virtually all types, grades, and thicknesses have been sold by Atlantic Lumber Co. Hovvever, most of the materials on hand at any given time are standardized 4'x8' f)ouglas fir plywood, sheets-since these meet the great majority of customer requirements. Less popular plywoods are procured only if they are specifichlly requested by customers.

By encouraging patrons to use their imagination, Caspary has figuratively borrowed the dime-store tech(Continued on Page 28)