Issuu

Serving Hardware, Home Center & Building Material Retailers

Setting Up Camp Don’t Miss Your Next Opportunity in the Outdoor Living Category 60 How Do Your Customers View Your Prices? 40 On Impulse: Merchandising Tips to Boost Add-On Sales 70 VOLUME 215 • ISSUE 2 • AUGUST 2018 • HARDWARERETAILING.COM

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Setting Up Camp

Don’t Miss Your Next Opportunity in the Outdoor Living Category 60

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How Do Your Customers View Your Prices? 40 On Impulse: Merchandising Tips to Boost Add-On Sales 70

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VOLUME 215 • ISSUE 2 • AUGUST 2018 • HARDWARERETAILING.COM

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Serving Hardware, Home Center & Building Material Retailers

Setting Up Camp Don’t Miss Your Next Opportunity in the Outdoor Living Category 60

How Do Your Customers View Your Prices? 40 On Impulse: Merchandising Tips to Boost Add-On Sales 70 VOLUME 215 • ISSUE 2 • AUGUST 2018 • HARDWARERETAILING.COM

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Headquarters Staff PUBLISHING EXECUTIVE VICE PRESIDENT AND PUBLISHER Dan Tratensek

COMMUNICATIONS DIRECTOR OF COMMUNICATIONS Whitney Daulton SPECIAL PROJECTS EDITOR Liz Lichtenberger

@nrha_official HEADQUARTERS STAFF

MULTIMEDIA DESIGNER Graeme Haase GRAPHIC DESIGNER Kelsey Truex WEB DEVELOPER Kevin Trehan

PRODUCTION SERVICES

Inventory countIng chart

SALES AND PRODUCTION ASSISTANT Freda Creech

VICE PRESIDENT OF FINANCE AND BUSINESS SERVICES David Gowan

CIRCULATION

DIRECTOR OF RECRUITMENT Tom Marcum, 317-275-9430, tmarcum@nrha.org

NRHA CANADA NRHA CANADA Michael McLarney, 528 Queen St. E., Toronto, Ontario, Canada M5A 1V2; +1 416-489-3396, mike@hardlines.ca

STATE AND REGIONAL ASSOCIATIONS MIDWEST HARDWARE ASSOCIATION John Haka, 5000 Woodward Drive, Suite A, P.O. Box 8033, Stevens Point, WI 54481-8033; 715-341-7100; 800-888-1817; Fax: 715-341-4080 PACIFIC NORTHWEST REGION Ronald F. Moore, 3857 Wolverine NE, Suite 20, Salem, OR 97305 (UPS, FedEx); P.O. Box 17819, Salem, OR 97305 (U.S. Mail); 503-375-9024; Fax: 503-375-7980; AK, ID, OR, WA SOUTHWESTERN REGION Jeff Flora, 638 W. 39th St., Kansas City, MO 64111; P.O. Box 419264, Kansas City, MO 64141; 816-561-5323; Fax: 816-561-1249; AR, KS, LA, MO, NE, NM, TX

ear

EXECUTIVE DIRECTOR Scott Wright, 317-275-9417, swright@nrha.org

RETAIL LEADERSHIP INSTITUTE

1X a Week

CIRCULATION/SUBSCRIPTION/ LIST RENTAL INQUIRIES

Deleting Inactive SKUs

Shooting the Outs once a Week—Shoot the “outs” in your store with an RF Gun and separate by “true outs,” which are outs in the POS system, and “outs” with a quantity-onhand in the system. Then investigate causes of each. Remember that outs are customer-facing and can create a lasting impression in your customers’ minds.

twice a year—Delete inactive SKUs (quantity on hand of zero) from the system, based on inventory accuracy parameters you establish to keep the number of SKUs in your POS system from continuing to swell year after year. Cutting down on excess data may reduce confusion later.

Cycle Counting

CIRCULATION DIRECTOR Richard Jarrett

EVENT MANAGER AND RETAIL SUPPORT Katie McHone-Jones, 317-275-9426, kmchone-jones@nrha.org

Counting your inventory isn’t something to do only once a year. High-performance retailers make it an ongoing process that includes cycle counting, investigating “out” items and purging dead inventory. The longer you let inventory issues go unresolved, the more costly they become. Keeping tight control of your inventory by regular counting can increase the efficiency of your shelf space and cash flow. That will add up to higher turns and gross margin return on investment. Here are six processes that should be a part of your yearly calendar.

2X a

MEMBER GROWTH AND DEVELOPMENT MANAGER Marci Taschler, 317-275-9421, mtaschler@nrha.org

take time for Inventory accuracy

TRAINING MANAGER AND EDITOR Jesse Carleton, 317-275-9418, jcarleton@nrha.org

• Employee Termination Checklist • Event Planning Checklist • Inventory Accuracy Resources • Tailgate Selling Guide

PRODUCTION MANAGER Nancy A. Vondersaar

PRESIDENT AND CEO Bob Cutter

MEMBER SERVICES

Visit nrha.org/tools-guides to download our most popular resources, including the following.

Four times a year—This is the suggested frequency that each SKU in your inventory should be counted through regular cycle counting activities. Rather than waiting for an inventory count once a year, regular counting can reduce your amount of overstock, help you find orphan items and reduce your amount of out-of-stock items.

Discontinuing X Items twice a year—Discontinue X Items from inventory, but first, ask the following questions: Is this SKU a necessity? Is the product required for the sale of a strong-selling complimentary product? Do you stock an alternative item? Does the product make your store stand out from others? If a product fails to meet any of these four criteria and has poor sales, it probably needs to be discontinued.

ear

North American Retail Hardware Association

SENIOR DESIGNER Lynnea Chom

@nrha_official

ASSISTANT EDITORS Kate Klein Chad Husted Todd Taber

Ye a

@NorthAmericanRetailHardwareAssociation

PROFILES EDITOR Renee Changnon

SOCIAL MEDIA LINKS

FEATURES EDITOR Melanie Moul

We understand that home improvement retailers are consistently looking for small ways to improve operations and increase efficiency. Your trade association is here to help! On the new nrha.org, you can easily download 30 free tools and guides on various topics related to human resources, marketing, operations and product knowledge.

1X a

136 N. Delaware St. #200 Indianapolis, Indiana 46204 Phone: 317-275-9400 Fax: 317-275-9403 Email: nrha@nrha.org Website: nrha.org

Free Business Development Resources From NRHA

2 X a Y ea r

PHONE 314-432-7511 FAX 314-432-7665

Accounting for Back Stock twice a year—Go through back stock and top stock, making sure everything is accounted for and purged by bringing it out to the salesfloor, counting it to check for system accuracy, filling any holes on the shelf, then returning the remaining inventory to back stock. This is also a great time to organize back stock.

Auditing Store Processes once a year—Audit existing store processes to check for efficiency and accuracy “killers,” including receiving, store transfers, returns/exchanges, defectives/buy backs, scanning procedures, etc. Involve employees in these audits so they will be looking for those accuracy killers throughout the year.

SALES/NRHA VENDOR PARTNER Brought to you by the north american retail hardware association

DIRECTOR OF SALES Lowell Huffman MIDWEST REGION MANAGER Chris Miller, 506 Citadel Circle, Westmont, IL 60559; 630-234-3272, Fax: 317-275-9403, chris@millermediainc.net WEST REGION MANAGER Jon Dawson, 136 N. Delaware St. #200, Indianapolis, IN 46204; 317-275-9420, Fax: 317-275-9403, jdawson@nrha.org NORTHEAST REGION MANAGER Jason Harper, 136 N. Delaware St. #200, Indianapolis, IN 46204; 317-275-9414, Fax: 317-275-9403, jharper@nrha.org GREAT LAKES REGION MANAGER Lowell Huffman, 136 N. Delaware St. #200, Indianapolis, IN 46204; 317-275-9443, Fax: 317-275-9403, lhuffman@nrha.org SOUTHEAST REGION MANAGER Nick O’Connor, 136 N. Delaware St. #200, Indianapolis, IN 46204; 317-275-9409, Fax: 317-275-9403, noconnor@nrha.org CANADA John Magner, 500 Queens Quay W., #101 W. Toronto, Ontario M5V 3K8; 416-598-0101 x220, Fax: 416-598-9191, jmagner@yorkmedia.net

NRHA MISSION

The North American Retail Hardware Association’s (NRHA) mission is to help independent hardware stores, home centers and lumberyards, regardless of wholesale affiliation, become better and more profitable retailers. NRHA BOARD OF DIRECTORS CHAIRMAN OF THE BOARD T.J. Comstock, Northwest Hardware LLC, Billings, Montana EXECUTIVE VICE CHAIRMAN Greg Schlecht, Greg’s True Value, St. Francis, Wisconsin DIRECTORS Daniel Harris, Palos Ace Hardware, Palos Heights, Illinois; Lemont Ace Hardware, Lemont, Illinois Will Aubuchon, Aubuchon Hardware, Westminster, Massachusetts Jared Smith, Jared’s Ace Hardware, Bishopville, South Carolina David Dishke, Grand River Home Hardware, Caledonia, Ontario

Hardware Retailing (ISSN0889-2989) is published monthly by the North American Retail Hardware Association, 136 N. Delaware St. #200, Indianapolis, IN 46204. Subscription rates: Hardware Retailing (Payable in advance): U.S. & possessions $50.00 year. Canada $75.00 year. All other countries $100.00 year. (Air Mail $60.00 year additional). Single copy $7.00. The Annual Report issue can be purchased for $30.00. Periodical postage paid at Indianapolis, Indiana, and additional mailing offices. POSTMASTER: Send address changes to Hardware Retailing, P.O. Box 16709, St. Louis, MO 63105-1209. All editorial contents copyrighted 2018 by the North American Retail Hardware Association. No editorial may be reproduced without prior permission of the publisher. REPRINTS: Contact the Editorial Department at 317-275-9400 for price quotations. Printed in the USA.

HARDWARE RETAILING | August 2018

Steve Fusek, Fusek’s True Value, Indianapolis SECRETARY-TREASURER Bob Cutter, NRHA President and CEO IMMEDIATE PAST CHAIRMAN Megan Menzer, Newton’s True Value, Cherryvale, Kansas

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Contents AUGUST 2018 | VOLUME 215 | ISSUE 2

76 MARKETING

Living in the Moment Instagram is one of the world’s largest social media platforms, and its opportunities for businesses continue to grow. Learn how Randy’s Do it Best is using Instagram to connect and give its audience a behind-the-scenes look at a busy hardware store in action.

82 OPERATIONS

CATEGORY

Making Shoppers Happy Campers

Summer is winding down, but for many consumers, purchasing gear in the camping niche is a year-round prospect. Learn more from Curt Scroggins of Bear Hardware about how his business is meeting the needs of customers in this lucrative market.

Partnering Up Don’t pass up the opportunity to step outside your store and build partnerships with your community. See how two retailers forged ties with area organizations and expanded their local influence.

Departments 06 . . . . . . . . . . . . . . . . . On the Web 08 . . . . . . . . . Independent Thinking 10 . . . . . . . .Taking Care of Business 12 . . . . . . . . . . . . . . . . NRHA News 20 . . . . . . . . . . . . . . . . . . . . . Trends 22 . . . . . . . . . . . . . . . New Products 34 . . . . . . . . . . . . . . . . . . Checkouts 92 . . . . . . . . .Newsmakers/Calendar 96 . . . . . . . . . . . . . . . . . . Last Word

40 RESEARCH

How Much Is That? Pricing is a multifaceted issue all retailers face, especially if customers have the impression that independent businesses are more expensive. Hardware Retailing conducted a survey on price perception at a typical store in suburban Illinois and consulted an expert for tips on how retailers can battle negative price perception.

52 OPERATIONS

Destination: A New Base Making your business appealing to the next generation requires new ideas, cool products and fresh faces. Learn how two retailers attracted young customers by developing categories that meet specific community needs. 4

HARDWARE RETAILING | August 2018

70 MERCHANDISING

Buying on Impulse Where and how you display impulse items in your store makes a big difference in how likely customers are to buy them. Impulse items can boost transaction sizes, so get unique ideas from retailers who have found fresh ways to grab customers’ attention.

On the Cover Curt Scroggins, owner of Bear Hardware in Nashville, Indiana, appreciates the great outdoors with the latest camping and outdoor living products from his business . NRHA photo by Kelsey Truex

BUILDING ON A

VERY PROMISING FUTURE. We’ve spent much of the last year implementing bold new initiatives to help our member-owners take full advantage of game-changing opportunities in the independent home improvement industry. Through it all, Do it Best has performed just as we promised — and it’s been validated by our strong growth with existing members and while welcoming more new members than ever before. How have we done it? We’ve continued to deliver exciting new programs and strategies in marketing, merchandising and LBM, along with retail performance, store design and much more. And most importantly, we’ve maintained a laser focus on what matters most – helping our members grow and achieve their dreams. It is with that continued focus that our member-owners are poised for even greater success in the year ahead. It’s an exciting time to be a Do it Best member and we welcome you to become a part of the story.

“In everything we do, we continue to position Do it Best Corp. as the first and best choice for independent home improvement—recognized the world over for our commitment to excellence and our dedication to growing our members’ businesses.” — Dan Starr, President & CEO

Call us today at 888-DO IT BEST (364-8237). independentsdoitbest.com

On the Web

CHECKLIST

Keeping Partnerships in Check Community partnerships can impact not only financial decisions but also the public perception of a business. Visit TheRedT.com/partnership-checklist to download a PDF checklist of points to keep in mind when exploring a possible partnership with a community organization or another business.

PROFILE

It’s All Fun and Games at Texas Store At Mills County General Store & Ace Hardware, the toys and games department welcomes children to spend their time in the in-store play area while their parents shop. Visit TheRedT.com/in-store-play to read how the owners and store manager Amber Green developed the idea and how it helps create positive associations for the future generation of home improvement shoppers.

RESOURCE

What Do Customers Think of Your Prices? Hardware Retailing conducted exit surveys at Palos Ace Hardware to find out customers’ price perceptions of the store. Read the story starting on Page 40, then download a survey template to help you conduct your own price perception survey at TheRedT.com/price-survey. 6

HARDWARE RETAILING | August 2018

RESOURCE

Amaze and Inspire Young Patrons Show kids in your store a cool trick and teach them how science and hardware intersect at the same time. Get the materials list and a step-by-step guide on how to lead a demonstration of the Pencils Through a Bag experiment in your store at TheRedT.com/science-demo.

percent

SOCIAL MEDIA LINKS of customers check prices at other brick-and-mortar stores before shopping at independent businesses.

@HardwareRetailing @hardwareretail

Why Provide

Screen Repair Services? Big Box Stores Don’t Offer It Increase Store Trafﬁc Increase Margins Opportunity To Promote Other Store Services

Independent Thinking

Bite Into Business Services

“NRHA has rolled

out business services to help retailers save time and money with regard to some of the more expensive and time-consuming parts of running a business.

”

hen I was a Wendy’s franchisee, I always felt unsure when corporate people would come into my store. I thought to myself, “What is it that you have to offer me when you have no idea about retail?” Obviously, it was very short-sighted on my part, as Wendy’s International had world-class training and systems to help push our organization forward. When I started at the North American Retail Hardware Association (NRHA) in 2012, I was struck by our mission statement: NRHA helps hardware stores, home centers and lumberyards, regardless of wholesale affiliation, become better and more profitable. I know wholesalers have retailers’ best interests in mind and offer some great programs to help them succeed, but it’s an awesome feeling knowing there is an association working every day toward that mission as well. To that end, I wanted to do my part to help retailers become better and more profitable. As I looked back on my own retail history, I was blessed to work with a company that had such robust tools to succeed, yet there were certain things that the franchisor just wasn’t good at. In those instances, it was left up to our own organization to find its way. This was most often achieved through trial and error, and that is both time consuming and can cost a great deal of money. Due to the size of our organization, we were fortunate enough to have an accounting department and a human resources department. While Wendy’s had a formula for success in the restaurants, it was up to us to figure out things like financing, health insurance and payroll processing. Again, we had department heads to figure this out, but I always wondered what a person did if they had just one or two stores. Those are difficult tasks even without running day-to-day operations, which is the most important. Almost immediately after I started at NRHA, we started discussing how I had struggled as a retailer and if those same hardships would apply to the hardware industry. After several discussions, there were some very obvious pain points. Health insurance, property and casualty insurance, payroll processing, HR compliance, credit cards, recruiting and financing were big expenses that we were constantly fighting. Based on results from the NRHA’s Cost of Doing Business Study, it was obvious that those same business elements were an issue in the hardware industry as well. Over the last five years, NRHA has rolled out business services to help retailers save time and money with regard to some of the more expensive and time-consuming parts of running a business. While a number of the wholesalers offer outstanding programs that are similar, our services are not meant to compete with theirs. It is merely another option that retailers can trust has been vetted and is designed to save time, money or both. As you can imagine, we get calls daily from people claiming that their program is designed to help the retailer. However, we only settle on programs that would typically apply to everyone. Take a look at Page 16 to see our business services partners. I think you will find that each of these programs will give you a strong option when you are trying to save money.

David Gowan, Vice President of Finance and Business Services

dgowan@nrha.org

HARDWARE RETAILING | August 2018

The QUIKRETE® app provides product searches, how-to videos, and a handy product quantity calculator to help make you and your sales staff more knowledgeable in just a few clicks. Download it today or visit quikrete.com to learn more.

Taking Care of Business

3 Paths to the Top

“If you stay focused on

the things you can do to impact the three ways to increase top-line sales, you are likely to have a positive impact on your business.

”

ach month in this magazine, we publish pages and pages full of information about retailing. This information includes various best practices, research, advice, retailer profiles, the latest trends and other tidbits designed to help you better manage your business. In addition to the information in the magazine, the North American Retail Hardware Association produces a variety of other materials all focused on retail operations and management. That’s a lot to process. Sometimes, with these volumes of information about a topic like retailing, it is best to take a step back and try to simplify some of the concepts. Take, for instance, the concept of driving top-line sales. Pretty much every retailer is concerned with increasing top-line sales, and there is certainly no shortage of advice on how to achieve this goal. In the end however, there are only three ways to drive your top-line sales performance. That’s right…only three. You can increase prices. You can get more customers into your store. You can sell more to the customers who are already shopping your business. That’s it. Pretty simple, right? Well, like most things, it’s not always that cut and dried. There are myriad ways to achieve each of these three goals, and you also need to balance how much time and effort you place on impacting each one of them. In this issue of Hardware Retailing, we actually have several features that touch on ways to impact each one of these sales drivers. First, we take a look at ways to sell more to the customers already shopping in your store in our merchandising feature that focuses on impulse items. These are the types of items that customers don’t necessarily come into your store to buy, but once they see them, they just have to add them to their carts. Boom! Instant transaction size increase! In another feature, we examine retailers’ different approaches to community outreach. We talk to retailers who have established relationships with community organizations and learn how they choose the organizations they are involved with and how they can leverage these relationships into positive results for their operation. Building relationships is one of the many ways retailers work to create goodwill toward their operations and ultimately get more people in the community to consider patronizing their business. Better community relations = more people considering your business = more people shopping at your store. Lastly, we examine the concept of price competitiveness in our story dealing with price perception that begins on Page 40. In our article, we look at how one retailer deals with the realities of pricing in a competitive market and how he manages to earn customer loyalty despite some preconceived notions about where independent retailers fall on price. So, while there are many different paths you can take to reach the same business goals, perhaps it helps a bit to keep things in perspective. If you stay focused on the things you can do to impact the three ways to increase top-line sales, you are likely to have a positive impact on your business. Now, we can save the talk about bottom-line profits for another day.

Dan M. Tratensek, Publisher

dant@nrha.org

HARDWARE RETAILING | August 2018

NRHA News

Accounting 101 for Retail Business Owners

ost independent home improvement business owners and employees don’t have a background in accounting or finance. While the financial metrics of a company are only one piece of the puzzle, they’re one of the most important to ensure that your business remains healthy and competitive.

Why Does Understanding Accounting Matter to Independent Retailers? There are a number of reasons why understanding the basics of accounting is essential for independent retail business owners. • It helps you understand the overall health of your business. • It allows you to identify pain points and help you answer questions such as, “How can I improve?” Or, “Where could I be cutting expenses?” • It shows you long-term and short-term trends in areas across the business. • It makes it possible to compare yourself to other industry retailers when it comes to numbers like revenue, average transaction size and payroll dollars.

Basic Retail Accounting This course offers an introduction to the often-complicated topic of accounting by explaining the income statement and the balance sheet. It also defines basic financial ratios you can use to compare your operations against others in the industry. Business owners and any employees involved with financial management will benefit from this course. The course is available to NRHA Training Members. For more information about the course, visit nrha.org/online-training.

HARDWARE RETAILING | August 2018

“This course teaches you

concepts you’d learn in a college accounting course in under an hour.

”

—Johnathon Bell, Sutherlands Hardware In order to understand these various aspects, retailers need to have a clear understanding of the two most common financial statements: the income statement and the balance sheet. The income statement outlines what you made, what you spent and where you spent. The balance sheet tracks assets, liabilities and net worth. When you’re not familiar with these documents, the information on them can seem daunting. That’s why the North American Retail Hardware Association (NRHA) created the Basic Retail Accounting online training course. Whether you’re an owner hoping to better understand your financial documents or are new to the industry and are looking for ways to become acquainted in your new career, this NRHA course can help.

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NRHA News

How Many Ways Can You Connect?

hile you may be reading this on a page of the printed magazine, don’t miss out on the many other ways you can access industry-specific articles and additional resources that can help you manage your operation.

Check out your options below to make sure you’re getting all the information you need in the way that’s most convenient for you. Visit TheRedT.com/nrha-news to choose the communications that matter to you most.

Hardware Retailing Digital Edition The print version of Hardware Retailing is published monthly by NRHA, but did you know there is also a monthly digital edition you can receive by email? It’s the print version of the magazine in an easy-to-read online format. You can also access previous issues so you’re never far from the industry’s leading publication.

Industry Newsletter Every week, you can receive a roundup of the latest industry news, operations articles, research, new products and more right in your inbox. This newsletter makes it easy for you to have the information you want delivered directly to you so you can view it no matter where you are.

Education and Training NRHA develops educational and training opportunities for retailers across the professional spectrum, from new cashiers to longtime executives. Get information on the programs that make sense for your team members to ensure their success and strengthen your operation.

Research Every year, NRHA facilitates industry-specific research to keep you informed on trends. When you sign up to receive emails about industry research, you can be the first to participate in industry studies and reports and get first access to the statistics and trends that are shaping the industry.

Association News and Events NRHA represents all independent home improvement retailers, regardless of wholesale affiliation. Sign up to stay connected to what’s happening at the association headquarters in Indianapolis and to the events and networking opportunities that your association hosts for your benefit.

HARDWARE RETAILING | August 2018

IF IT’S BROKEN, INCREDI-BOND CAN FIX IT! ™

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NRHA partners with a variety of service providers to offer alternative, affordable solutions for complicated services.

NRHA News

Saving Retailers Time and Money

ontending with legal issues is a must for independent business owners. Tasks in those categories often come with headaches and dollar signs. NRHA partners with a variety of service providers to offer alternative, affordable solutions for complicated services like insurance and credit card processing. Your trade association recommends the following NRHA Business Services partners for your needs. Even if you aren’t ready to make a change, consider reaching out to your association’s partners to see if you could be saving time and money. For more information, visit nrha.org/business-services.

• Credit Card Processing Clearent offers retailers low credit card processing fees, new payment service technology and educational opportunities, giving business owners quality payment solutions for their companies.

• Health Insurance Whether you have one employee or 1,000, the NRHA Health Insurance Plan makes offering insurance to employees possible. Retailers using the plan say it’s saved them money on health insurance and has allowed them to offer great benefits.

• Business Insurance Member Insurance specializes in hardware and other home improvement operations to offer a wide variety of insurance related services including business insurance, roadside assistance, cyberliability insurance and more.

• Recruitment Services NRHA’s partnership with ZipRecruiter allows retailers to find higher quality candidates by allowing them to distribute job postings affordably. Retailers receive a 35 percent discount through NRHA.

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HARDWARE RETAILING | August 2018

Network and Learn at Markets This Fall

Fall Market Dates August 16-18 Ace Hardware Corp. Fall Convention & Exhibits

oing into the fall selling season, wholesaler markets present an opportunity to think ahead to spring, network with your peers and meet your association. The box to the right provides an overview of the markets where you will be able to learn more about NRHA. While you’re preparing to attend these events, consider the following tips to get the most out of the market. 1. Make a list. Prior to attending a buying market, make a checklist of everything your operation needs and distribute it to all of your team members who are attending the event. 2. Connect with your peers. Find another retailer who will be attending the market and make plans to meet. Markets present a great opportunity to discover how other retailers are achieving success in their operations. 3. Look for something new. One of the primary reasons for attending a wholesaler market is to be the first to find new products. Keep your eye out for something unexpected that might be a great addition to your product mix. 4. Learn something about NRHA. Send an email to nrha@nrha.org to see how we can connect with you and help you find ways to improve your business. For a list of more events coming up before the end of the year, visit TheRedT.com/calendar.

August 23-25 Orgill Fall Dealer Market

September 2-4 spoga+gafa

September 15 Home Hardware Market

September 21-22 Blish-Mize Fall Buying Market

September 28-30 True Value Fall Reunion

October 10-12 Wallace Hardware Fall Dealer Market

October 12-15 Do it Best Fall Market

October 25-27 House-Hasson Hardware Fall Dealer Market

SAFER! No Methylene Chloride Paint & Urethane Stripper Effectively and easily remove multiple layers of paint, varnish, enamel, urethane, And other simple coatings. A low odor soultion made with soybeans, BLUE BEAR is the choice for safe, non-caustic coating removal for any DIY project. • Low Odor • Gelled Formulation • Removes Multiple Layers with ONE Application

Made in the USA

Dealer Inquiries Welcome

800.538.5069

franmar.com

“Midwest Fastener delivered an amazing facelift to our department and backs it up with day in, day out great service They truly are one of our premier vendors”.

– Mike Brackin, CEO/Owner, HomCo Lumber & Hardware, Flagstaff, Az. pictured left to right, Todd Callan & Dan Groth

Exceeding Expectations. One Fastener Destination at a Time!

For your very own fastener destination, contact Glen @ 800-444-7313 x 120

800.444.7313

fastenerconnection.com

Trends From A to Generation Z Generation Z is becoming an increasingly potent market segment. Born after 1995, the cohort’s oldest members are graduating college and entering adulthood. For independent retailers, it’s important to know how to court Generation Z and capture ongoing sales from this customer demographic. The National Retail Federation and the IBM Institute for Business Value recently studied Generation Z’s unique traits and published their findings in the What Do Gen Z Shoppers Really Want? study. Gen Z customers grew up online and expect accurate inventory information and engaging social media content from the brands they support. More than one-quarter of respondents spend five or more hours on their smartphones each day.

What Pushes Gen Z to Shop?

Applied to Retail Independent retailers should target Generation Z customers in stores and online. Although they are digital natives, they also love shopping at brick-and-mortar shops in person. The key to this demographic may be social media. By investing in social media that entertains and attracts young customers, retailers can build brand familiarity and encourage Gen Z shoppers to visit their brick-and-mortar stores when they’re ready to shop. See Page 76 to learn how one retailer gained a following on Instagram.

Figures based on a survey of 15,600 members of Generation Z

65%

67% Proximity of store location

68% Wide product choice

HARDWARE RETAILING | August 2018

Discounts, coupons and rewards

57%

Product research using mobile

56% Fun in-store experience

Source: What Do Gen Z Shoppers Really Want?, National Retail Federation and IBM Institute for Business Value

THE BEST NEVER STOP

LEARN MORE AT: IRONCLAD.com

New Products

“Duke Cannon products fit

in great in our new impulse section. It is a unique product line that truly stands out with quality and wit.

”

—Scott Kingsland, Kingsland Ace Hardware

1 “We have a Lap-It-Up

available for customers to sample if they bring their dog into the store. Once they try it, customers immediately ask where they can find one.

”

—Dean Decoste, Ferris Home Hardware

1. Shower Soap

2. Dog-Friendly Water Bottle

Big American Bourbon Soap, made with Buffalo Trace bourbon, has a woodsy, oak barrel scent. The soap comes in two sizes: one large 10-ounce brick or four bricks adding up to 10 ounces. Big American Bourbon Soap leads a line of large soap bars themed around outdoor scents and ideas, like Victory and Accomplishment.

The Lap-It-Up™ Dog Water Bottle combines a bowl and a water bottle for dogs to drink out of. Squeezing the bottle fills the bowl through a two-valve system, and water flows back into bottle when it is released with no leaking. A neoprene sleeve keeps the water cool, while an adjustable strap and clip hook allow the bottle to be attached to backpacks, belts, bikes and more.

Duke Cannon Supply 855-354-4438 or dukecannon.com

HARDWARE RETAILING | August 2018

Northland Products 705-474-4949 or lapitup.ca

RETAILER PICKS These four products were selected by retailers like you! Share your favorite products by contacting Chad Husted at chusted@nrha.org.

“The Don't Bug Me Bar is a

natural product, is easy to apply and makes a great impulse buy. We have a lot of mosquitoes in our area, so this is always on our customers’ minds.

”

—Gary Ingram, True Value of Salisbury

3 “We’ve had people who are just wowed by FLEX-fence. It’s a versatile product that we’ve never had a single complaint about.

”

—Karen Hentges, Budget Home Supply

3. Mosquito Repelling Soap

4. Wooden Shutters

Grandma's Don’t Bug Me Bar is a natural alternative to DEET-based insect repellents. The bars are made with a blend of essential oils and contain no chemicals that will irritate skin. The lather dries clear and won’t stain clothes. The repellent lasts three to four hours after application.

The Flex-Fence® hardware kit is a louver system used to create customized landscape design projects. The shades can deflect sunlight, shade, wind or unwanted watchers and can be used in the design of a fence, deck-railing, awning, pool enclosure or pergola. It is sold in kits or custom lengths to a maximum of 8 feet. The kit consists of two 4-foot rails of PVC track that attach to top and bottom crossbars for vertical operation or fence posts for horizontal operation.

Remwood Products 800-345-3925 or grandmaslyesoap.com

Flex-Fence 888-599-3539 or flexfence.com August 2018 | HARDWARE RETAILING

New Products

INVEST IN YOUR FUTURE “Dura-Prime can be used to prime most everything, like wood, aluminum, gutters, steel, and more. In my opinion, it is the best primer on the market for exterior applications.” ~ Bob Halla, Cowls Building Supply

5. Driver-Drill Combo Pack The 18V LXT® Lithium‑Ion Sub‑Compact Brushless Cordless 2‑Piece Combo Kit includes a brushless 1/2‑inch driver‑drill as well as a brushless impact driver, providing a solution for drilling, driving and fastening in one bag. The kit includes two 18‑volt batteries that operate both tools, as well as other Makita® products, and a charger. Makita U.S.A. 800‑462‑5482 or makitatools.com

6. All-Purpose Cleaning Brush Founded by a painting contractor frustrated with complaints and callbacks caused by coating failure on repaint jobs, we set out to make a primer that solved most paint problems. With 55% solids, 300% elongation and 300 PSI adhesion, we engineered an exterior acrylic bonding primer that locks down and encapsulates all peeling, cracking and damaged substrates, remains ptermanently flexible and breathable, and blocks rust and tannin bleed with two coats. Dura-Prime saves time and money by reducing prep and application time, eliminates complaints and callbacks, and provides the most stable surface for unmatched top-coat durability and longevity.

Made by painters, for painters Available only to independent retailers www.maddogprimer.com

HARDWARE RETAILING | August 2018

Bump It Off is a versatile, hand‑held silicone brush that can be used for multiple cleaning applications. One side has bristles while the other has smooth bumps to cover several tasks in the home. It can serve as a pet groomer to remove shedding fur and also help with tough stains on laundry or furniture. Its reusable design cuts down on waste, and it is dishwasher safe. It comes in six colors. Goddess of Gadgets 626‑657‑7566 or goddessofgadgets.com

7. Blade Dispenser Sponsored Product The SEB100AD Single Edge Blade Dispenser provides quick and convenient blade access by utilizing a unique spring mechanism. Users can remove one blade at a time while seeing how many blades remain in the case. Blades are not paper‑ wrapped and can be used immediately. The dispenser holds 100 No. 9 single‑edge blades. Used blades can be disposed of in a built‑in compartment. Allway Tools 718‑792‑3636 or allwaytools.com

8. Toilet Tank Liner The Keeney Anti‑Condensation Toilet Tank Liner Kit helps prevent water from forming on the outside of a tank by creating a barrier between the warm outside air and cold water inside the tank. The liner features closed‑cell foam material and an easy‑to‑install adhesive backer. The liner measures 16 inches by 48 inches and can be cut down to any size with scissors. Keeney Manufacturing Co. 800‑243‑0526 or keeneymfg.com August 2018 | HARDWARE RETAILING

New Products

MIGHTY

POWERFUL | RELIABLE | PORTABLE THE BRAND YOUR CUSTOMERS WILL ASK FOR BY NAME

9. Offset Straight Snips Crescent/Wiss® Offset Straight Snips are designed for safety and performance, allowing users to cut sheet metal more safely with offset blades that keep hands clear of the work while cutting. The compound lever action combined with precision‑cast serrated blades cut up to 18‑gauge steel with less effort. Blade serrations grip the material and spread the cutting force across the blade, while the spring action provides smooth, effortless feed when cutting heavy stock and tight curves. Apex Tool Group 410‑773‑7800 or apextoolgroup.com

2600 PSI Cold Water Pressure Washer Made in

USA

with Globally Sourced Components

10. Backpacking Mattress

www.mitm.com 800-553-9053

Mi-T-M manufactures: Cold & Hot Water Pressure Washers • Air Compressors Portable Generators • Air Compressor/Generator Combinations Air Compressor/Generator/Welder Combinations • Wet/Dry Vacuums Jobsite Boxes • Portable Heaters • Water Pumps • Water Treatment Systems

HARDWARE RETAILING | August 2018

The NeoAir® XLite® mattress features advanced fabrics and a tapered design to create an ultralight three‑season backpacking air mattress. Patent‑pending reflective ThermaCapture™ technology traps radiant heat. The 2 1/2‑inch thick, soft‑touch fabrics and baffled internal structure provide stability and support. Cascade Designs 800‑531‑9531 or thermarest.com

11. Automotive Body and Panel Set The Pneumatic Body and Panel Tool Set includes five distinct pneumatic tools, each fulfilling an application for cutting, trimming, slitting or ripping body panels, fenders and any other light‑gauge sheet metal. All five tools are packaged in a self‑contained, reusable storage tray that fits most toolboxes. The set’s tools feature a standard .401 Turn‑Type Parker Shank for air or zip gun and are made of shock‑resistant steel that is fully hardened and tempered for a long life and durability. Mayhew Tools 800‑872‑0037 or mayhew.com

12. Travel/Camping Pillow The Fillo™ series offers a comfortable, versatile and small‑packing pillow for all traveling situations, including plane trips or camping. The soft micro‑suede cover is removable and machine washable, with 3 inches of inflatable cells with baffles that inflate to form the pillow. There is also a removable, 1‑inch thick layer of foam. Nemo Equipment 800‑997‑9301 or nemoequipment.com

NEED TO PROTECT IT? PEEL-TEK IT 1 quart = 4 rolls of masking tape PEEL-TEK® 150 temporary protective surface coating and liquid masking

Mask and Protect Rough, Porous Surfaces With Ease and Confidence Use on brick, stucco, cement, concrete, untreated wood, mortar, tile, granite, glass and more.

WWW.PEEL-TEK.COM August 2018 | HARDWARE RETAILING

New Products

13 13. Action Camera

14. Cord Organizer

The Lidcam Pro Series is an action camera that fits onto the bill of a baseball cap to film hunting, fishing or other outdoor activities from the perspective of the wearer. Wi‑Fi connectivity allows the camera to be controlled via a smartphone app. The Lidcam Pro weighs less than 4 ounces, has a wide‑angle 1080p high‑definition lens and has a lithium‑ion battery for eight hours of standby time and three hours of recording time.

Snakeskin is a wire bundling and protection system that allows wires to be covered with or without the ends attached. The wraparound design provides 100 percent coverage that holds wires snugly in place. The hybrid mono‑filament/cloth weave construction will not retain moisture and protects wires and cables from abrasion. Snakeskin can be used for rework and repair and can be easily removed and replaced. It can also be expanded to cover additional wires.

Lidcam 888‑507‑2021 or lidcam.com

HARDWARE RETAILING | August 2018

American Recorder Technologies 888‑611‑3790 or americanrecorder.com

15. Camping Stove The Summit Two Burner Camping Stove has two high‑pressure 20,000 BTU burners with a matchless ignition system and features a locking lid and carry handle. The nickel‑coated steel cooking grate can hold an assortment of pots, griddles and skillets. Adjustable feet allow users to create a level cooking surface. Camp Chef 800‑650‑2433 or campchef.com

16. Mortar Mix Sponsored Product Sakrete’s Stone Veneer Mortar mix is a high‑performance, polymer‑modified mortar designed to set and grout artificial stone and natural stone veneers. It can be used over solid walls and can be pigmented with Sakrete Cement Colors. Sakrete’s Stone Veneer Mortar can be used for above‑ and below‑grade applications and in interior or exterior settings. Sakrete 866‑725‑7383 or sakrete.com

August 2018 | HARDWARE RETAILING

New Products

World’s Highest Pressure Rating!

Working Pressure:

15,000 PSI

Heavy-Duty Quick-Release Grease Couplers

Burst Pressure:

22,000 PSI

Patented Design

LX-1403

17. Easy-Pitch Tent The Coleman® Moraine Park™ Fast Pitch™ 4‑Person Dome Tent uses pre‑attached, color‑coded poles to quickly set up. The WeatherTec™ system uses a tub floor with patented corner welds, protected seams and a covered zipper to keep water out. The frame is designed to withstand winds of up to 35 mph, while a removable, fold‑down organizer inside the tent can be used as a mini nightstand. The Coleman Co. 800‑835‑3278 or coleman.com

18. Water Bottle Brush Single-Hand Operation

LX-1403-XL

Installation

• Innovative Design enables Quick-Release Coupler to firmly latch onto the Grease Fitting, enabling Hands-Free Greasing. • Integrated Non-Return Valve enables unit to be Disconnected Easily at Pressures up to 15,000 PSI (1034 Bar). • Integrated 1/8” NPT Connection. • High-Performance Hydraulic Seal. – No need to buy Spare Kits! Lumax.com | 844-660-6876

*Inquire for Details

HARDWARE RETAILING | August 2018

FREE

Demo Counter Merchandiser

Removal

The Ultimate Bottle Brush is made with a silicone head and polypropylene handle designed to fit into the narrow openings of tall water bottles for cleaning. It is BPA‑ and lead‑free and features soft TPR bristles to prevent scratching the inside of bottles. It is dishwasher‑safe and can also be used to clean jars. Manna Hydration 646‑845‑6000 or mannahydration.com

19. Footwear Cleaning Kit The Footwear Duo Pack features the Footwear Cleaning Gel™ and Waterproofing Wax for Leather™ to clean and then waterproof footwear. The cleaning gel has a sponge-on application process that safely cleans footwear, revitalizing breathability and water repellency. The waterproofing wax adds high-performance waterproofing that can be applied wet or dry and gives immediate protection. Nikwax North America 800-563-3057 or nikwax-usa.com

20. Survival Kit The Heritage Survival Kit includes the necessities to help survive an emergency situation stored inside a lightweight, compact tin. Contents include assorted first-aid items, a fire starter and tinder, a compass, a floating whistle and a survival multitool. The metal tin can be reused for additional storage. Ultimate Survival Technologies 904-786-0033 or ustbrands.com

August 2018 | HARDWARE RETAILING

Power Your Sales with Komelon’s Powerblade II Tape Measure Series Whether you are a Professional or DIYer, most home improvement projects start with a tape measure. With Komelon being one of the leaders in tape measurer manufacturing, we took a moment to learn more about the company and their line of Powerblade II tape measures from Justin Kramer, the Vice President of Sales & Marketing at Komelon USA Corp. Kramer

Who is Komelon Company?

Komelon is a family owned Korean company, proudly celebrating over a half century of business prosperity. The company is a leader in the manufacture of high quality measuring tools, marketing to more than 70 countries worldwide. The United States distribution office is a 50,000-sq. ft. facility positioned in Waukesha, WI servicing the US and Canadian markets for 20+ years. What differentiates Komelon from its competitors? Komelon is the world’s most vertically integrated tape measure manufacturer, allowing 100% control over the raw materials used and all manufacturing processes. The steel strips used in our blades and springs are manufactured in a company owned facility using high carbon steel for premium strength and superior wear resistance ensuring the highest quality tape measures on the market. In addition to the commitment of unparalleled products, Komelon is devoted to providing superior customer service and on time delivery to our valued customers. What is unique about Komelon’s Powerblade tape measures? Komelon’s family of Powerblade tapes are specifically designed with a focus on the professional contractor. Value and detail, results in a tool manufactured with a wider blade for improved standout, large read numbers, backside printing, and a high visibility blade color for easy and precise measurements. The Powerblade II lineup offers several models, each with its own innovative features. •

Stainless Steel – Specifically designed for work in a damp or wet environment. The stainless steel spring and blade are the industry leader in rust resistance. This is the preferred tape measure for those working in the concrete, tile, and granite trades.

•

Magnetic – Equipped with a strong rare earth magnet attached at the top of the end hook, allowing for efficient single person usage. The magnet strength is adequate to support the tool from any overhead ferrous material and allows the tool to double as a great “pickup” tool.

•

Self-Lock – Incorporates Komelon’s patented self-locking mechanism which results in the blade locking in place each time it is extended. A second locking action is not necessary. Thereafter, a simple push of the release button retracts the blade into the case. The ease and effectiveness of the self-locking feature has led many satisfied customers to comment “this is how all tape measures should function.”

Beyond these industry leading features, Komelon sets itself apart from the competition through an unbeatable pricing structure for distribution partners. Please contact sales@komelonusa.com for any questions related to our products or merchandising opportunities. Advertisement

R E W O S P E L A S R U O Y ITY

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www.komelonusa.com

Checkouts MERCHANDISING

Just Hanging Around

hen customers enter Carlson Hardware in Nisswa, Minnesota, their eyes are drawn up in every aisle. Hanging from the ceiling, topping gondolas or hanging on the wall throughout the store are a variety of antique signs, tools and many other old trinkets. Some areas even feature old snowmobiles, chainsaws, boat motors and bicycles. Storeowner Greg Carlson says he has been collecting the items since he was a child. “My mom ran an antique shop in town, so I was here every weekend and every summer,” he says. “When she was collecting for the store, I was collecting, too.” Carlson bought the hardware store in 1994, and he thought it would be a great place to display his collections. That’s when his hobby started expanding into the Nisswa community. “I kept adding things I found myself, and customers would come in and say, ‘I’ve got grandpa’s old tool in the garage. Do you want that?’” he says. “It’s just multiplied. Everybody’s willing to add something, and the community is proud because it’s all local items.” The wall at the front of the store was the first area to be decked out with signs and tools. The engines and motors came next.

“We’ve got about 40 outboard motors, and every winter we’re hanging up more,” Carlson says. A local claim to fame that finds its home in the store is the back half of a motorboat that belonged to world-champion water skier Frank Beddor Jr., who is known for having water skied the entire Mississippi River dressed as Paul Bunyan. “He gave me the boat to fix, but I wasn’t able to fix it, so now it’s hanging in the rafters,” Carlson says. “That’s pretty significant for the area because he started here.” In addition to inspiring customers to donate their own pieces of Nisswa history, the store also attracts out-of-town visitors. Carlson says community residents bring their guests into the store just to wander. Carlson says he’s still collecting items himself and accepting donations. The displays make for several conversation pieces, and the collection process has become a fun way for the business to engage with the local community. “The collection we have is probably one of the most interesting parts of town,” he says. “There’s always room for more. It’s a high ceiling.”

The walls and ceiling at Carlson Hardware in Nisswa, Minnesota, are full of treasures from local residents and from owner Greg Carlson’s personal collection. The items highlight the seasonal hobbies and history of the area.

Looking for creative ways to engage customers? Whether it’s promotions, merchandising or special events, we cover it here. Have an idea? Contact Melanie Moul at mmoul@nrha.org to have your story considered for publication.

HARDWARE RETAILING | August 2018

NO BULL.

TRUTH: 90% of hardware shoppers live just three miles from a local store. Yet some of our competitors take your ad dollars and blow them on national marketing—ruining your chance to win local customers. We call BS on that. We spend all of your ad dollars in your local market, not all around the country. ❯ No national promotional fee ❯ Flexible marketing programs ❯ Geo-targeted digital media

Checkouts

CATEGORY

A Budding Relationship

n Onamia, Minnesota, two retailers are placing cooperation before competition. When the owner of a greenhouse in the small town decided to retire and close his business, Marge Agnew, owner of Agnew Hardware Hank, knew that area residents would need to find a new place to buy their plants for the spring. But instead of jumping headfirst into a new category and trying to fill the gap on her own, she consulted with another local businesswoman, Mary Pat Sorvik, owner of Sunshine Flower Shoppe, about how they could work together. Agnew already sells soils, mulches, seeds, garden tools and landscaping accessories, so adding a few live goods to the mix seemed the natural next step. Sorvik offers custom flower arrangements and planting, so she already had extensive knowledge in the category. “I asked Mary Pat how we could work together to fill this gap,” says Agnew. “We decided to go in on an order

of potted and hanging plants for the spring and split it up depending on what would work best for our own stores.” The pair decided Agnew would sell a basic mixture of flowers and vegetables, while Sorvik would carry the specialty plants. They would also work together to promote each other’s businesses to customers. For example, if customers purchase plants from Sorvik and need gardening tools, she refers them to Agnew. When customers visit Agnew looking for a specialty plant or a custom-made prepotted plant, she sends them to Sorvik. “My customers enjoy being able to get their tools and soil at the same place where they buy their plants,” Agnew says. But if there’s something she doesn’t have, she helps customers find it. “We routinely refer people down the road to other businesses if they specialize in something we don’t. We’re in a small town, so we try hard to be cooperative with other businesses rather than competitive.”

Marge Agnew, who owns Agnew Hardware Hank, purchased some displayers that she uses on the sidewalk in front of the store. She also has them in a covered patio area, near soils and mulches for customers who are taking on larger gardening projects.

HARDWARE RETAILING | August 2018

Xienna Arlanza– Assembler

Cynthia Griffin – Assembler

Sergio Ortiz – Utility Operator

Built in America. Believing in America.* STIHL believes in the power of American manufacturing and our employees are proud to help rebuild our economy one Americanbuilt product at a time. We also believe in local businesses and that’s why for more than 40 years we have only retailed our products through servicing dealers like

yours. Because it’s real people, STIHL people, who help make STIHL the number one selling brand of gasoline-powered handheld outdoor power equipment in America.* To become a STIHL dealer: STIHLusa.com/Dealer

*A majority of STIHL gasoline-powered units sold in the United States are built in the United States from domestic and foreign parts and components. “Number one selling brand” is based on syndicated Irwin Broh Research as well as independent consumer research of 2009-2017 U.S. sales and market share data for the gasoline-powered handheld outdoor power equipment category combined sales to consumers and commercial landscapers. © 2018 STIHL

Checkouts

EMPLOYEE RELATIONS

Survey Says … You’re Appreciated

hen an employee reaches an anniversary or a professional achievement, Wright Do it Center sales manager Jami Lee Wright gets creative. She solicits positive comments about the employee from other staff and long-term customers, and then she compiles the feedback on a chalkboard sign with photos to show off the employee. The sign is displayed prominently around the help desk, allowing co-workers and customers to see how much the business appreciates the employee’s work. The board helps reaffirm the feelings that employees get each day helping customers conquer their projects. “Some of the best gifts you can receive are kind words and knowing you are appreciated,” Wright says. Wright developed a questionnaire for each employee to help collect the comments to be included on the board. “We have a few people on staff who add some tongue-incheek comments that don’t make it onto the board,” Wright says. “But I give the questionnaires to the honored employee after, so any inside jokes people write can still get a laugh.”

Keep your customers safe with a GenTent. It enables portable generators to run safely away from the home in hurricane force percipitation & up to 70 MPH forecast winds.

~Patented design maintains generator natural cooling air flow; does not impede generator operation. ~ A simple 3 step install protects sensitive electrical areas, shedding water away. ~ Works with1,000s of generators. Weatherproof Your Power™

~ Currently available through House-Hasson Hardware ~ OR become a direct GenTent dealer 781.334.8368 visit www.GenTent.com 38

HARDWARE RETAILING | August 2018

At Wright Do it Center, employee anniversaries and achievements are honored with a customer and team feedback chalkboard sign set up by sales manager Jami Lee Wright.

EVENTS

Customers and Community First

he first Saturday of every month is quickly becoming one of the most popular days at Bantly Hardware in Johnstown, Pennsylvania. That’s the day store manager Ryan Oldham partners with a local nonprofit organization and gives them 10 percent of the day’s gross sales. Customers often line up to show their support. “Our community gives us endless business,” he says. “We wanted a way to give back to them.” The inaugural First Saturday in April benefited a local organization that provides food and other resources to underserved children in the area. The response was overwhelming, Oldham says. In addition to the day’s sales, another local business pledged to match the store’s First Saturday proceeds for the rest of the year, resulting in a $900 donation for the day. Oldham has already chosen the organizations for the remainder of the year, and First Saturdays continue to grow. During May’s event, Oldham served food off the grill. In June, a local candle and jewelry vendor set up a booth in the parking lot. “We want to give First Saturdays a positive atmosphere, giving customers more than just another day to shop,” he says. “Sales and customer traffic are increasing. It has been positive, both for our business and the community.”

The inaugural First Saturday event at Bantly Hardware benefited a local organization, which has a goal to reduce childhood hunger.

What’s Your Price Image? Winning Customers in a Price-Conscious Culture

any independent retail businesses have an image problem. Consumers often think locally owned is synonymous with expensive. Whether or not this perception rings true, in today’s highly price-sensitive and price-aware culture, this preconceived image about your business can do it harm. Consumers have at their fingertips more information about price than they ever have before. In fact, more than 60 percent of consumers surveyed for this report say they compare prices at other brick-and-mortar stores and online prior to making a purchase. According to the survey results, the general consensus is that independent retailers have a propensity to be higher priced than their big-box competitors. On a case by case basis, however, that doesn’t mean independents are left behind. Pricing is a complex issue influenced by a range of factors, some of which are entirely outside a retailer’s control. But it’s important to stay vigilant on pricing. When an independent retailer is competitive on price, other differentiating factors help bring customers through the door, such as location and service. To find out how customers’ price perceptions affect an individual operation, Hardware Retailing conducted an exit survey of shoppers at Palos Ace Hardware in Palos Heights, Illinois. Owner Dan Harris has Menards, Home Depot and Lowe’s competing within 3 miles of his store. The reality is that Harris’ co-op helps him

HARDWARE RETAILING | August 2018

buy and price products competitively in his market. Harris invests significant time in ensuring his prices are competitive in his market, yet he feels his customers don’t believe him when he says he’s offering the best price on a product. You likely face similar frustrations. Your product prices may be very competitive in your market. You might price shop and run sales to beat your big-box competitors and price match on top of that. And yet, customers assume your prices are sky-high just because you run an independent business. While consumer price perceptions certainly present challenges to independent retailers, the insights we gleaned from our research at Palos Ace show that a careful combination of vigilant pricing, targeted promotions and solid service can help overcome these obstacles. Review the survey results from Palos Ace Hardware here and get expert advice from Jim Robisch, senior partner with home improvement research firm The Farnsworth Group on how you can reshape your operation’s price image. On Page 48, Robisch shares how to combat price perception challenges in your operation using strategies like price matching, margin builders, price shopping and clearly communicating pricing.

All data was compiled from the Palos Ace Hardware Price Perception Survey conducted by Hardware Retailing.

69 percent

34 percent

26 percent

of Palos Ace Hardware customers shop there because of its location.

check prices at other brick-and-mortar stores before shopping independent.

think products at independent businesses are priced the same at big boxes.

Palos Ace Hardware

August 2018 | HARDWARE RETAILING

Palos Ace Hardware, owned by Dan Harris, competes not only with three big-box competitors, but also with customers’ perceptions that shopping local means spending more.

An Inside Look at Palos Ace Palos Ace Hardware is a 20,000-square-foot store in an upper-middle-income community near Chicago. The store sells the core home improvement categories, including electrical and plumbing, but also does good business with unique products in paint and housewares. Harris runs a strong business. Most of his customers are DIYers who own their homes and complete home improvement projects, but about 20 percent of the store’s customers are professionals, such as building maintenance workers. He allowed Hardware Retailing staffers to conduct exit interviews with customers shopping at his store on a Saturday this spring. Nearly 100 shoppers shared their opinions of the store’s pricing, providing a snapshot into what his customers think. About 96 percent of the participants say they shop at competing big-box stores in addition to Palos Ace. Their perspectives on pricing showed some of what Harris expected—many shoppers think the store is more expensive than the big boxes, and even more think independent stores overall are typically more expensive. However, the overall breakdown is close. While 58 percent think prices at independent stores are generally more expensive, 42 percent think prices at independent stores are about the same or cheaper.

HARDWARE RETAILING | August 2018

The numbers specific to Palos Ace are even better. About 38 percent of the customers surveyed think Palos Ace is slightly or significantly more expensive than other places they shop for home improvement products. But more than half of customers surveyed—52 percent—think the prices are the same or are slightly or significantly less expensive. “The fact that a majority are saying prices are less expensive is very surprising,” Robisch says. “Slightly more expensive or significantly more expensive is typically what we see.” A national online survey of 1,000 consumers Hardware Retailing conducted for this article showed similarly surprising results. More than one-third of survey participants think independent home improvement stores have cheaper prices than big boxes or are the same, and 29 percent believe independents are pricier. The data from Palos Ace shows that Harris is doing a good job at pricing competitively and at strengthening a fair price image, Robisch says. Although customers report that Palos Ace has competitive pricing, price isn’t a traffic driver for the business. The top three reasons customers say they came to Palos Ace the day of the survey were location, service and to support a local business. Competitive prices were the lowest ranked reason people chose to shop Palos Ace.

When you’re shopping at independent stores, do you... Buy without checking prices at other stores or websites?

59.5%

Check prices at other brick-and-mortar stores?

34.2%

Compare prices with online retailers, like Amazon?

15.2%

Search online for a variety of price options at various stores?

13.9% 3.8%

Other 0%

10%

20%

30%

40%

50%

60%

% of Survey Respondents

Respondents who answered “Other” say they check prices on high-cost items or large items or simply know how the products should be priced.

“You have to get

How Palos Ace Does Pricing Well

your prices right. Convenience and customer service aren’t going to supersede price in the consumer’s mind.

”

—Jim Robisch, The Farnsworth Group

According to Robisch, many retailers believe good service and convenient store locations by themselves are enough to differentiate their businesses, but variable pricing has to be a priority. Customers face a barrage of price messaging, and the ability to check prices online makes shoppers more price aware and price sensitive than ever before in retailing, Robisch says. Price can be a powerful reason why customers avoid a store or shop elsewhere first. “You have to get your prices right,” Robisch says. “Convenience and customer service aren’t going to supersede price in the consumer’s mind.”

HARDWARE RETAILING | August 2018

The fact that Palos Ace is attracting customers who also shop big-box competitors is a good sign, Robisch says. Nearly all of the customers surveyed shop at Menards, Home Depot, Lowe’s or a combination of the three. Some of them also shop for home improvement products on Amazon. And yet about 70 percent of them shop at least monthly, if not weekly or more often, at Palos Ace Hardware. The frequency of the store visits means the customers are highly familiar with the store’s merchandising, pricing, product mix and when the store brings in fresh and new items, Robisch says. Notably, 98 percent of the shoppers found what they were looking for at the store the day they were surveyed, and 92 percent made purchases—a closure rate that is above average, Robisch says. “Palos Ace is either really good at matching their selection to their market, or they’re doing a really good job of communicating what it is they stand for in the market,” he says. Plus, 14 percent of the survey respondents went to Palos Ace due to some promotional prices, which means Harris’ customers are responsive to special sales.

Robisch says that customers must believe they can get a good deal after seeing the store’s promotions, which motivate them to visit the store in person. “There’s no doubt about that. We train our customers to look for our ads,” storeowner Dan Harris says. “The survey fortified in my mind that we’re doing the right things.” His customers aren’t deterred by the store’s price image, even if some think big boxes are less expensive and 34 percent price shop other brick-and-mortar stores.

“Dan is doing a good job, since his customers are saying he’s cheaper on some things,” Robisch says. “That has to be because he’s aware of the market pricing. He’s not going crazy trying to maximize profit, and he knows what the market prices for products are.” Harris relies on price recommendations from his co-op and his own research to stay competitive. For nonseasonal merchandise, Harris price shops competitors at least every three months. For seasonal products, especially in the spring,

I generally think products for sale at independent businesses are ____ than big-box stores. (Fill in blank) Slightly Less Expensive

16.1%

The Same

25.9%

Slightly More Expensive

56.8%

Significantly More Expensive

1.2% 0%

10%

20%

30%

40%

50%

60%

% of Survey Respondents

Why did you choose to shop at Palos Ace Hardware today? Respondents could select more than one answer.

69.1%

Location Customer Service

52.4%

To Support Local Businesses

48.8%

Product Selection

22.6%

Unique Products

15.5%

Sales

14.3%

Low Prices 0%

4.8% 10%

20%

30%

40%

50%

60%

70%

80%

% of Survey Respondents

August 2018 | HARDWARE RETAILING

he checks on the competition’s prices every week. And he’s always closely watching the prices in advertisements. “You can drive all over the city, but our prices are still competitive,” Harris says. Palos Ace also price matches advertised prices from other businesses on equivalent products. Convenience stores that sell products such as small bags of mulch also impact Palos Ace Hardware’s price image. Customers want to buy a larger bag of mulch at Palos Ace for the same price as the convenience store sells a small bag for and don’t understand there’s a difference in products, Harris says. Menards has the lowest price reputation in the area, according to Harris. However, he sees the ads for all of his competitors and knows that, at times, his prices aren’t just competitive—they beat the competition. “It’s kind of disheartening that sometimes when you do have the low price, customers don’t believe it,” he says. “Recently, I put a competitor’s ad side by side with ours, and we were $2 per item cheaper.” Harris’ business success requires perpetual strategizing. He has to keep working hard at pricing because his competitors are good at it, prices are widely available online and fighting the high-price image of independents is uphill work. Putting prices and his product inventory on the store website are the next steps for improving price image, Harris says. His customers are savvy shoppers, and they’re already comparing his in-store

prices against what they see on the big-box stores’ websites, Harris says. “Online is where we have to be. That’s my reason for pushing really hard on it,” he says. For additional insights from Robisch on how you can combat negative price perceptions in your operation, see his expert tips on Page 48.

Hardware Retailing staffers Kate Klein, Melanie Moul and Todd Taber contributed to this article.

What About Your Prices? Surveying shoppers at Palos Ace Hardware helped Dan Harris better understand what his customers think about prices at this business. You can use exit surveys during the checkout process to learn more from your customers about your store’s price image. You can download the survey at TheRedT.com/price-survey to gauge your customers’ perceptions about price. Ask customers to complete the surveys before they leave the store, and offer small cash or gift card incentives to encourage participation.

How do the prices at Palos Ace Hardware compare to other places you shop for home improvement products? Some respondents selected more than one answer. Significantly Less Expensive

2.4%

Slightly Less Expensive

13.1%

The Same

35.7%

Slightly More Expensive

34.5%

Significantly More Expensive

3.6%

Don’t Know

14.3% 0%

10%

15%

20%

25%

% of Survey Respondents 46

HARDWARE RETAILING | August 2018

30%

35%

40%

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4 Expert Tips on Pricing Competitive variable pricing requires vigilance, and independents must make it a high priority if they want their businesses to thrive and grow.

In a world where dynamic online pricing has become the norm, a brick-and-mortar retailer’s variable pricing strategy needs to be strong.

“Price was, is and will remain one of the most important management responsibilities,” says Jim Robisch, senior partner of home improvement research firm The Farnsworth Group. He believes many retailers haven’t communicated a fair or competitive price image to their customers, and even the ones who work at it need to be improving all the time.

Implementing a disciplined strategy to improve a store’s price image is difficult, and it takes about three years to change customers’ perceptions. However, it’s absolutely necessary for an independent store’s growth, Robisch says. He offers the following advice for getting started or improving your current strategy.

Make Price Guarantees

Use Margin Builders

Does your store offer a price-matching guarantee? If it doesn’t, it’s time to implement one.

Diversifying a product mix with unusual items, whether they are handmade housewares, specialty snacks or local items, allows room to build in additional margins. Attend buying shows and shop your competitors to discover new margin boosters.

Make sure your customers understand that if they see an advertised price on a product that’s lower than what you’re offering, you’ll match it. That dedication will help cement your reputation as an affordable alternative to big-box competitors. It also positions your business as a versatile company that’s ready to serve its customers fairly and progressively.

You can also take advantage of opportunities to increase prices if you notice areas where some products are particularly underpriced compared to competitors, according to Robisch.

+20%

$10.00 $10.00

HARDWARE RETAILING | August 2018

10%

Price Shop Competitors

Shout Price Loudly

Robisch recommends going to competing stores routinely to compare prices. Walk the aisles, cellphone to your ear, and record yourself reading product brands, descriptions and price stickers. Retailers also need to check store websites for quick comparisons and watch for ads online and in print.

Retailers who are doing a good job at competitive variable pricing aren’t always good at telling their customers they’re getting a good deal.

“There will be items retailers will say they can’t buy as cheap as a big-box store sells them for,” Robisch says. “But they’ll also likely find a lot of items they’re underpriced on.” For the most price-sensitive, high-ticket items, retailers should check competitors’ prices at least monthly, Robisch says. For seasonal products, retailers need to verify competitors’ pricing in the area right away. “The more items audited more frequently the greater the impact on your profits and price image,” Robisch says. “I think it has to be a disciplined, ongoing process.”

“They have to get the prices right. Then they have to do a really good job of shouting price in the store,” Robisch says. Use price tags and signage in stores to draw attention to great deals. If you slash a price, then use a tag that calls out the price change. Promoting special buys, manager’s specials, new prices and newly lower prices on signs, dump bins, endcaps and price tags goes a long way, Robisch says. The more frequently customers see good prices promoted, the more they believe them. A few terrific buys can change customers’ price perceptions, Robisch says. “If they know they got a great deal, it makes them feel good when they get home,” he says.

SALE

August 2018 | HARDWARE RETAILING

CUSTOMER SUCCESS STORY

SANTEE HARDWARE Move from RockSolid to RockSolid MAX Cloud Software Provides Increased Data Security and Productivity

hen Karen Jackson decided to bring in RockSolid MAX™ software to run Santee Hardware, the business her father Bill Jackson bought in 1999, her main reason for the switch was security.

“We’d been happy with RockSolid for so long, it made moving to the cloud with RockSolid MAX the logical choice,” she says. And once she made the switch, Karen and her team soon discovered increased data security was just one item on a long list of benefits.

Karen and her team had been happy RockSolid™ software users since 2004 and they had no complaints. “RockSolid gave us everything we needed to run our business and we were really happy with it,” she recalls. “For what it did for the money, we just didn’t think you could beat it. And the service and support RockSolid provided was outstanding! The were as good with their customers as we aim to be with ours,” she says.

“Customers are the most important part of any business, and ours really liked the changes that came when we switched to RockSolid MAX,” she says. “Our customers still see us as very much a family business, but now we’re a family business that’s using technology to take care of them better and faster, particularly when it comes to processing credit card charges.”

ONE ASPECT OF THE ROCKSOLID POS SETUP DIDN’T SIT SO WELL: SYSTEM BACKUPS “As the years went by, we started holding our breath and thinking sooner or later, we would have some sort of catastrophic failure where we would need to recover all our data,” Jackson explains. Karen had tried a number of different backup systems but none of them provided the level of confidence she needed. “It became harder and harder to accept a situation where something could happen with our server and leave us just hoping we had an adequate backup. I just didn’t think we could afford to have that happen.”

MOVING TO CLOUD COMPUTING WITH ROCKSOLID MAX SOLIDIFIED DATA PROCESSING AND SECURITY Fortunately, the folks at RockSolid came up with a solution in the form of RockSolid MAX, a cloud-based version of the program that would address Karen’s concerns.

ROCKSOLID MAX HAS GIVEN SANTEE EMPLOYEES PRODUCTION GAINS “Looking up customer account information is easier with RockSolid MAX. The program handles price breaks and unit of measure issues better, and the way the system operates, it’s just a lot harder to make mistakes,” she explains. Moving to the cloud has also made life a lot easier for Karen, herself. “We place a warehouse order every week, and before we switched to RockSolid MAX, a busy day in the store might have had me staying until 11 o’clock at night to put an order together in time,” she recalls. “Now, I can take my tablet home and do it all at the kitchen table over a cup of coffee.”

ROCKSOLID MAX PROVIDES THE POWER OF MOBILE TECHNOLOGY Things got even better at the first tradeshow Karen went to after the switch to RockSolid MAX. “Three months after we went live with RockSolid MAX, I went to the Orgill show with my tablet in hand.”

At previous tradeshows, Karen would either have to take binders full of sales history and stock reports, or call back to the store before deciding to take advantage of a show special or not. Not anymore. “I’d see a show special on an item, check out our inventory and sales history on my tablet and make a purchasing decision based on facts, rather than what I thought were facts. Having remote access to my system through RockSolid MAX made my time at the show so much more productive and really helped us make smart buys.”

ON THE CLOUD, EVERY BUSINESS FUNCTION RAN MORE EFFICIENTLY, RIGHT AWAY When we talked to Karen Jackson, Santee Hardware had been using RockSolid MAX for less than six months. But that was more than enough time to determine whether or not switching had been the right call.

“Moving to RockSolid MAX has given us new confidence in our data security, it’s made managing backups a thing of the past, and it’s given us all more time. Personally, it’s really helped me get super-focused on our inventory,” Karen happily reports. “We’re still discovering new features, but RockSolid MAX has already proven itself. The more I use it, the more I like it!”

Moving to RockSolid MAX has given us new confidence in our data security, it’s made managing backups a thing of the past, and it’s given us all more time. — KAREN JACKSON

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The Young and the Curious Appealing to Kids With a Destination Niche

n Saturday mornings at HouseMart Ace Hardware, the customers are slightly younger than average, as children ages 5 to 15 gather to watch a Science Saturday demonstration. In this demonstration, the attendees take turns poking sharpened pencils through a plastic bag filled with water. To their surprise, no water leaks out! With this experiment, the children learn about the chemical properties of polymers that make it possible for no water to spray out of the bag. For step-by-step instructions on recreating this experiment in your store, visit TheRedT.com/science-demo. Through Science Saturday demonstrations, HouseMart Ace has built a reputation as a local place for children to learn something new and to find the supplies to build their own experiments. Appealing to the next generation of shoppers is an important component of the independent sector. Creating opportunities for kids in your business is a way to position it for future success. Developing a destination category will encourage parents to shop other areas of your store for their own needs. And as the children grow into adulthood, they will remember the positive impression of your business and may return with their own children.

HARDWARE RETAILING | August 2018

Providing the tools children need for science projects and experiments is just one way retailers are engaging children. Read on to learn how to appeal to kids of all ages, and visit TheRedT.com/in-store-play for more.

Finding the Right Niche Wayne Kamitaki is the third-generation owner of HM Stores, the parent company of more than 30 HouseMart Ace Hardware stores and Ben Franklin Crafts stores in four states, including Hawaii, where Science Saturdays originated. Inspiration for developing a niche that is exclusive to your business can come from anywhere. For Kamitaki, it was his son’s love of science that drove him to create a space for other children to develop their passions. “My son was involved in the Hawaii State Science & Engineering Fair, and he was selected to participate in a national competition,” Kamitaki says. “He won the competition, and in the process, we crossed paths with Steven Jacobs, who was the head judge.” Jacobs is a scientist, teacher, author and media personality who has spent much of his career introducing children to science through the classroom and the television. Kamitaki and Jacobs worked together over the course of the next several years to develop Science Saturdays into a complete program

August 2018 | HARDWARE RETAILING

called Hardware Science, which includes product mix recommendations, merchandising ideas and marketing tips for retailers to implement in their stores. The program is now nationally recognized and supported by the Ace Hardware co-op. “We believe all kids have inquisitiveness, and with the Hardware Science program, we’re trying to encourage kids to fool around with things with their hands and get more engaged in real life,” Kamitaki says. While Kamitaki was inspired to develop a niche by someone else’s passion, other retailers look internally to fill a need. Meghan Thomas, who is the manager of Pahrump Hardware & Rental in Pahrump, Nevada, wanted to create opportunities for her customers that she wished she’d had growing up in town. In 2016, Thomas opened art supplies store Do it Best Paint & Hobby as a sister business connected to the hardware store in a strip mall. “Part of the idea came from customers’ requests for art supplies, but I also wanted my own local resource,” she says. “We didn’t have an area for those products here, and since we had the opportunity, we decided to go for it.” Pahrump is about 60 miles from Las Vegas, which was previously the closest place for residents to find art supplies. The distance presented a challenge for people who were seeking supplies, especially high-end charcoals and paints,

but it also prevented younger residents from exploring their artistic sides. Thomas says expanding into the niche brought an entire new generation of customers to the business. “Our community is mostly retired people, so young people coming into the store isn’t as common as it might be in other places,” she says. “Getting young people’s attention can be difficult, but adding the hobby business definitely helped.” As children and their parents come to recognize your business as the place to find the resources they need, their loyalty grows. That loyalty can lead to repeat business into adulthood for the kids.

Keeping the Momentum At HouseMart Ace, Science Saturdays were the brainchild of a manager at one location, where eventually the program blossomed into a seven-day program. However, when the manager was transferred to a new location, the passion at the original store diminished, and Science Saturdays were held less frequently. Kamitaki says the program transitioned to the corporate level of HM Stores, and many stores now host demonstrations once a month. The business has also branched out into local schools where teachers are leading their own demonstrations or HouseMart Ace employees visit for an event. “The schools know about the program and what we’re trying to achieve,” he says.

Meghan Thomas opened Do it Best Paint & Hobby in 2016 to serve the Pahrump, Nevada, community’s needs for a variety of art supplies. The business has brought in a steady base of teenage customers who previously didn’t have a local art supplies store.

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“It’s really important for

independent retailers to find ways to embrace the way young people communicate and to change our customer service model to be more organic to appeal to younger generations. —Meghan Thomas, Do it Best Paint & Hobby

Thomas (left) relies on teenage employee Gina Staggie to be her second in command at Do it Best Paint & Hobby. Thomas says employing teenagers has helped the business appeal to a young customer base.

To maintain a program or help grow a niche in your operation, it’s vital to ensure your entire staff is on board with a new plan. Thomas at Do it Best Paint & Hobby says the best way to make sure the passion continues after the initial excitement is to staff the area with people who care. “I have a second-in-command of sorts in the area. She’s picked up the slack, and when I’m not around, she keeps everything in control,” she says. “You’ve got to have someone who is passionate about it or it doesn’t work. She keeps customers enthusiastic about the store.” Another benefit that Thomas says keeps teenagers coming back to the store is having their peers on staff. “There is no quicker way to get teenage loyalty for your business than to hire a teenager,” she says. “The hobby store really started to expand when we started hiring young people. They give us a chance because we gave them a chance.” Do it Best Paint & Hobby currently has two teenagers on staff: Thomas’ second in command, who is the daughter of an employee on the hardware side, and another who Thomas connected with through the county’s youth mentorship program.

HARDWARE RETAILING | August 2018

”

“The program helps teenagers get jobs at businesses that suit their interests,” Thomas says. “This employee is interested in art, so she makes a great addition to the business.” Apart from helping foster interest in the business with their peers, Thomas says employing teenagers also helps bridge the gap between different generations’ communication styles, which also makes the business more appealing to young people. “It’s really important for independent retailers to find ways to embrace the way young people communicate and to change our customer service model to be more organic to appeal to younger generations,” she says. “Having kids on staff helps, and it’s helping us learn a new means of communication, whether it’s through technology or in-person encounters. It has really changed the marketplace for us.”

Building Relevant Relationships Appealing to younger consumers as early as possible is critical to keeping them coming through your doors as adults. In order to create that bond, Kamitaki says independent retailers need to focus on being relevant to consumers and unique in their communities. “For us, Hardware Science was one of those differentiators,” he says. “We got involved with schools and scouting groups. Teachers or parents would come into the store during a demonstration, which helped develop those relationships.” Kamitaki says creating these relationships takes patience, but in the end, the store benefits because it gains families as customers. “Having a student and family shop our store from a very different set of eyes, for example, looking for hardware items to do a science project, can be very enlightening,” he says. “If you appeal to the kids, you will have a very different customer.

That kid will eventually become an adult looking to do home repairs, and they’ll remember your business.” Hardware Science recently sponsored a one-day science-focused Boy Scouts event that attracted 10,000 participants, and Kamitaki says that helped the program gain traction. Hardware Science is also a sponsor of Science Olympiad, a science competition geared toward older students. “Parents are coming into the store looking for these materials,” he says. “If you reach out to local science organizations, like a science center, you can become recognized as the place to find those products.” Do it Best Paint & Hobby stays connected to art teachers in the local school districts. The business also supports the local 4-H club with supplies and fundraising to help the art branch of the organization. Thomas says another important way to connect with the community and call attention to anything new is to put it online. “Anything that goes outside the ordinary, if you want it to get attention, you need to get it online,” she says. “Facebook is popular in our community, so that was our first stop. We had to experiment to find out what worked.” Thomas says photos that showed the progress of the new store and new product highlights helped build excitement in the community. “People weren’t very familiar with some of the products we were bringing in, so we posted demonstrations and what the final outcomes look like,” she says. “If you have a visual example of a product’s capabilities, people go wild about it.”

Using What You Have In addition to making connections within your community to develop the niches they want, it’s important to look to the business relationships you have already established to get started. Vendors are a great place to turn for creating destinations, Kamitaki says. When it comes to science projects, there are very specific items students will typically need, such as craft glue and poster board. “If you’re trying to appeal to this group of customers, bring these types of products into your store,” Kamitaki says. “Parents will come in for other household products and will see that you stock items their children will need for future projects. You might save them a trip to a different store.” Kamitaki says he’s also reached out to vendors to coordinate some of the Science Saturday presentations with specific products to help support the program and increase brand awareness. “If a student wants to recreate a demonstration they see in our store, we’re going to have everything they need,” he says. “Present an endcap with all the products they will need to complete these projects.” Thomas started the art supplies store from scratch, and initially, she wasn’t sure where to turn because the category is so different from hardware. Through diligent research, she found 12 potential suppliers and eventually narrowed that down to three. Once she connected with her suppliers, she had their support to help decide what products to carry.

Steve Jacobs (left) helped HM Stores owner Wayne Kamitaki develop the curriculum that would become Hardware Science. The program is supported by Ace Hardware Corp. and includes an online show that features science experiments.

August 2018 | HARDWARE RETAILING

“I wanted to have a spectrum of affordable products for people new to art, but I also wanted quality supplies that are harder to find in chain stores,” she says. “It was important to me that the supplies were affordable for students, but were high quality for those looking to improve their skills. Our suppliers were critical in helping us get the right product mix for our community.”

Science and Art as a Service Developing your business into a destination store or simply expanding a niche or category to address your community’s specific needs can help differentiate your operation. The Pahrump community has rallied around Do it Best Paint & Hobby since it opened, and the business has seen cross-over customers between the hardware and rental operation and the art side. Thomas says it helps that they are the only business in the area that specializes in high-end art supplies.

“An advantage that independent

retailers have is the ability to reach out and serve the community with a personal touch. —Wayne Kamitaki, HM Stores

”

“A party supply store got heavy into art supplies not long after we opened, but we haven’t seen much competition from them,” she says. “We have a reputation for knowledge that not a lot of other stores can match, so we benefit from that as well.” Thomas says the store has built that reputation by providing a personal touch and investing in customers, which the company has shown through Thomas’ careful consideration of the types of products she brought into the business. “We’ve always been considered our town’s best kept secret,” she says. “Adding the art supplies has helped it grow.” While he developed the Hardware Science program as a way to promote his business, Kamitaki also says the process of choosing and developing a niche should be fun, and retailers should be willing to be different. “In spite of everyone’s worry about the competition from big boxes and online retailers, there is still a place for an independent hardware store in any community,” he says. “An advantage that independent retailers have is the ability to reach out and serve the community with a personal touch. It is in that personal touch, whether it is Hardware Science or working with formalized community organizations, that will make the difference.”

Science Saturday demonstrations at HouseMart Ace Hardware attract dozens of children who are eager to learn more about science. As a result, the store has built a reputation for being the place to find the products needed to recreate science experiments at home.

HARDWARE RETAILING | August 2018

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Bear Necessities Explore New Opportunities With the Camping Niche 60

HARDWARE RETAILING | August 2018

hen customers arrive at Bear Hardware in Nashville, Indiana, they are welcomed by a giant carved wooden bear and a friendly team of employees. While the store has all the products anyone needs for a DIY project, it also caters to outdoor adventure-seeking tourists through its extensive camping department. “We’ve always carried camping equipment, but I would say in the past five years, that interest has skyrocketed,

and camping sales have increased,” says Curt Scroggins, owner of Bear Hardware. “As technology continues to become a bigger part of people’s lives, I think consumers are making an effort to get outside and enjoy nature. Nashville is full of that natural beauty, so the camping niche just makes sense for us.” Whether your business is near a campground, the beach or in the middle of a bustling city, selling customers the gear they need for any outdoor adventure is an opportunity worth exploring.

August 2018 | HARDWARE RETAILING

Hardware Retailing spoke to retailers from Bear Hardware, Mountain Hardware & Sports and Camp Abbot Trading Co. to learn about how they have made camping a strong contributor to their operations. Read on for advice on attracting adventurous customers. We also take a look at the upscale camping trends, known as “glamping,” on Page 96. Emma Frisch, author of the camping cookbook, “Feast By Firelight,” and owner of a glamping business in Ithaca, New York, talks about her favorite meals to make and her must-have camping gear.

Camp Abbot Trading Co. in Sunriver, Oregon, carries camping and outdoor gear for customers planning to spend time on the water.

HARDWARE RETAILING | August 2018

Taking Different Trails At Mountain Hardware & Sports, located in Truckee, California, the camping niche meets the needs of many different types of adventurers. “The founders of Mountain Hardware & Sports enjoyed being outdoors, participating in activities like hiking, camping, fishing and skiing,” says Heather Svahn, vice president of marketing and purchasing for the company. “They moved to the Lake Tahoe area after college and bought the hardware store, which has thrived with sporting goods as a major component of the operation.” Its proximity to camping and hiking trails is a major contributor to the success of the niche. However, Svahn says the products have enough crossover to make sense in most retail operations. “Many products considered part of the camping niche are also usable in everyday life,” she says. “Items that come to mind are portable chairs, water-carrying systems or portable stoves.” Svahn emphasizes that retailers and employees should be excited and eager to promote the niche if it is something they bring into the operation. “With camping, just like any niche, you need to believe in it if you’re going to sell it,” Svahn says. “You can like the idea of bringing sporting goods and outdoor products into your store, but there needs to be an authentic connection.” Camp Abbot Trading Co. in Sunriver, Oregon, is another business located in an area where outdoor activities are a major draw to visitors and locals, owner Bob Mitchell says. “There are a lot of variables to consider with what products will sell, like the type of store you have and the market you’re located in,” Mitchell says. “Retailers located in an outdoor recreation and camping community that are lacking big-box stores can capitalize on the niche. It’s amazing what people forget or don’t realize they need until they arrive, such as flashlights, lighter fluid or even sleeping bags.” Bear Hardware also succeeds in the camping niche due to its proximity to Indiana’s largest state park, Scroggins says. Outdoor enthusiasts come to explore all year long, which often requires a visit to Bear Hardware for camping gear they might have forgotten at home. Retailers interested in the camping niche should have basics, but they should also consider what customers need to thrive in local terrain in different seasons. For example, Camp Abbot Trading Co. is located in a very dry climate. However, 50 miles west of the store it is very wet. Gear should to be tailored to the place a customer is going to be, which is a good question to ask to help a customer narrow down their choices, Mitchell says.

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Attracting Happy Campers According to the 2017 North American Camping Report by Kampground of America, 61 percent of U.S. households include someone who camps. In addition, over 1 million households have started camping each year since 2014, resulting in 3.4 million U.S. households becoming new campers in the last three years. “Camping and enjoying the outdoors are very much a part of the everyday lifestyle of our employees and the customers we serve at Mountain Hardware & Sports,” Svahn says. “Our staff enjoys camping and outdoor activities, which makes it much easier to find the products our customers would want and to be able to recommend products we use ourselves.”

“Having a little bit of everything in the camping niche creates the impression for our customers that they can expect to find what they need at our store.

”

—Bob Mitchell, Camp Abbot Trading Co.

Accessories such as cookbooks help diversify your camping selection with something unique.

To ensure you have a well-stocked selection of products campers need, Svahn recommends offering everything from tents, sleeping bags and tools to products needed to cook and relax. According to Mitchell, Camp Abbot Trading Co. has a variety of camping goods that are in high demand in their sporting goods department. “One of our biggest sellers is inflatable tubes for floating in the water, due to our proximity to rivers and lakes,” Mitchell says. “The camping, hunting, fishing and outdoor recreation products are grouped together in one department. Having a little bit of everything in the camping niche creates the impression for our customers that they can expect to find what they need at our store.” Customers who come through Bear Hardware before or during their outdoor adventure have a wide variety of needs they expect the store to meet, Scroggins says. “We assist everyone from people heading out on a remote, primitive camping experience to families who are in $100,000 campers,” Scroggins says. “We have the camping products that everyone needs, no matter their setup.” The store sells premium outdoor cookware, grilling supplies, portable grills, fishing supplies and lures and outdoor toys for kids.

Camping Niche Essentials For customers ready to embark on a camping adventure, making a list of must-have items is key. Having a checklist of essentials and nonessentials can help make the shopping trip shorter so they can get outside and enjoy themselves. This list gives employees a place to start when helping shoppers pick out the gear they’ll need for their next trip. To learn more about what outdoor adventure writer Cliff Jacobson says about his must-have camping gear, go to TheRedT.com/outdoor-expert.

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“During peak camping seasons,

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we arrange a mini campsite inside our store to grab the attention of our customers and encourage impulse sales.

”

—Curt Scroggins, Bear Hardware

At Mountain Hardware & Sports, a large factor in driving sales and interest in the camping niche is the presentation of the products in the store, Svahn says. “We have a mixture of shortened aisles and endcaps, but we also have a lot of free-form space on our salesfloor, which allows us to make an impact,” she says. “We like to change our merchandising stories and get creative with our displays, which we switch up every few weeks. Our goal from creating these intricate displays is to help ignite new ideas and inspiration for our customers.” According to Scroggins, the emphasis on the camping niche in Bear Hardware is clear from its many aisles and variety of endcaps devoted to the products, as well as an open display area.

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Curt Scroggins, owner of Bear Hardware, helps shoppers find sporting goods and camping gear all year long.

For example, Bear Hardware has a tent and chairs and a fire pit setup, along with a cot and sleeping bags, giving customers a visual for all the items they might need before roughing it outside. The camping niche has a better opportunity to spark interest among consumers if retailers implement well thought out merchandising techniques. “During peak camping seasons, we arrange a mini campsite inside our store to grab the attention of our customers and encourage impulse sales,” Scroggins says. “It may initially be a draw for campers, but any homeowner with outside yard space can utilize most of these items, from folding chairs and grilling supplies to camping lights and citronella candles.” All three retailers say having high-quality and well-recognized brands is something to consider when diving into the camping niche. This recognition among consumers helps prove that a retailer is an expert in the niche. Plus, many camping and sporting goods vendors will work closely with retailers to help them promote and sell their merchandise.

Become the Expert To establish your business, you need to have the right products and merchandising to attract customers. However, employees and managers should have some background or interest in camping to ensure sales and establish repeat customers. Mountain Hardware & Sports has outdoor adventure seekers on staff who are eager to assist customers with similar interests, Svahn says. Plus, unlike sporting goods box stores, the team can help in a more individualized way. “Big-box sporting goods businesses are well-known for their product offerings. What they can’t do is home in on the needs of their specific communities like an independent can,” Svahn says.

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While big-box sporting goods retailers can help start the conversation and pique customers’ interest in outdoor adventures and camping, an independent retailer has the chance to be a stronger voice in their community by being there for their neighbors and providing them what they need, Svahn says. Bear Hardware has an advantage over big-box competitors because the business has established a reputation with its customers as the place to find products and knowledge, Scroggins says. “In areas like ours, we have a leg up on the big-box competition because we really know our customers and have the expertise on how to merchandise and sell the products a person needs in our location,” Scroggins says. In addition to building relationships with their customers, Scroggins says most of his employees enjoy being outside and participating in camping and other outdoor activities, which provides an added layer of service his customers appreciate. One way Camp Abbot Trading Co. attracts campers is by selling permits and passes needed to enjoy the outdoors in their area of Oregon, Mitchell says. “We sell fishing, hunting and forest passes and boat permits,” Mitchell says. “It doesn’t drive a huge profit. However, it brings thousands of people in the store. Then once

they’re here and see our camping equipment, they’re likely to stay and shop for a while.” Another way to educate customers on the products that are available and the experts in the operation is by hosting events that promote it. “Our customers enjoy living an active, outdoor lifestyle,” Svahn says. “Every year, we host an event called Yoga on the River. Our customers come and our employees join. In our opinion, when you live somewhere this beautiful, you should enjoy it and this event is an easy way to enjoy it with our local community.” The annual event features a yoga instructor who will lead 40 to 50 participants in a yoga workout while the sun is setting. Svahn says the event raises money for the local humane society. It is a great way to support the community and bring customers together to enjoy the outdoors. Svahn says retailers should focus on hosting community events or showcasing specific products offered, not worrying about the big boxes. “We’re a hardware store and a sporting goods store,” Svahn says. “We compete with home improvement and sporting goods big boxes. However, as an independent business, we are part of the community in a way boxes will never be able to be.”

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Merchandising: Impulse Displays

By Jesse Carleton, jcarleton@nrha.org

Hard to Resist Impulse Merchandising Tactics That Drive Sales

ne of the key performance indicators for a retail business is average transaction size or sales per customer. Do you know what that number is for your business, and are you happy with it? According to the North American Retail Hardware Association’s (NRHA) 2017 Cost of Doing Business Study, the average transaction size for a typical hardware store is $22. High-profit hardware stores earn an average of $30 per customer. Regardless of where your numbers come in, you more than likely would welcome improvement. Bumping up transaction size isn’t just about selling high-ticket items, either. Even adding a few extra items to a shopping cart can make a big difference to overall sales. The ways in which you can use merchandising to encourage customers to make an impulse purchase are limited only by your imagination. And don’t just rely on the checkout counter. The best strategy is to find ways throughout the store to suggest add-on items. Some of the tactics to consider are strategically placed clipstrips, dump bins in power aisles and attractive endcaps. If you want to see just how effective these areas are at boosting sales, check out NRHA’s Merchandising for Profit Study at TheRedT.com/merch-for-profit. Snacks and consumables are the tried-and-true winners when it comes to impulse sales, but opportunities are waiting in nearly every category. Low-priced everyday items, project add-on sales and intriguing new products all have a good chance of landing in a customer’s shopping basket. Hardware Retailing editors gathered some of their favorite examples of impulse merchandising, such as the bourbon barrel used to showcase bourbon-themed sauces and rubs (pictured at right) at Intown Ace Hardware in Decatur, Georgia. Review your product mix, then look around your store and see how you can get the most impact by merchandising with impulse in mind.

HARDWARE RETAILING | August 2018

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Move it around.

Ditch the metal shelves.

Make it seasonal.

In order to merchandise impulse items effectively, you need to get them out in front of customers, but don’t leave them there too long. If impulse displays get stagnant, they’ll lose their impact. Location makes a big difference. “It’s amazing how you can see an item go from not selling very well to selling out just by using a different location in the store or by using a different type of display,” says Jeff Leopold, owner of Standard 5 & 10 Ace Hardware in San Francisco. The length of time he leaves a display up often depends on how well it’s selling and where it is located in the store. Endcap displays might get changed every couple of weeks, while items on a clipstrip may get changed out when sales of the item start to slow down.

Walk through Intown Ace Hardware in Decatur, Georgia, and you’ll see bookshelves, cabinets and even a vintage refrigerator that show off merchandise. While you might use standard metal shelves and peg hooks to display your core hardware products, if you want customers to look at something they didn’t come in the store to buy, find another way to get those items out on the salesfloor. “Too many retailers rely on out-of-the-box merchandisers, but some things sell better when they’re not lined up in a row,” says Tony Powers, co-owner of the store. “Selling impulse items is all about creativity and being able to set yourself apart from the big-box stores. They don’t have the ability to think outside that framework.”

Timing is a big part of the strategy of selling impulse items. Consider seasonality when choosing what to highlight in high-visibility areas of the store, especially new items. “I’ve found that if you put new items in with regular stock, they tend to get lost in the mix,” says Paul Wippler, owner of Wippler Hardware Hank in Rice, Minnesota. One of the reasons the checkout is a good place for merchandising impulse items is that customers have the chance to pick up the items, which puts them one step closer to a sale. “For many of the impulse items we have, we will take them out of the box so customers can touch and feel them,” he says. “This often becomes a great conversation starter with shoppers.”

HARDWARE RETAILING | August 2018

Sell something unique.

Create an area to browse.

Bring out the food.

Look around Intown Ace Hardware, and you’ll see a lot of unique items you won’t find anywhere else. In the grill department, there are more flavors and varieties of sauces and rubs than you’ll find at most grocery stores. Customers who come to the store intending to shop the housewares area inevitably leave with more than they planned on purchasing. That’s because the department, which sits in the middle of the salesfloor, is full of color and variety and catches customers’ attention with its continually changing assortment of gifts and kitchen accessories. In another area of the store, Powers has a display of items that are made in Georgia. “We take pride in being able to offer those local products that no one else carries,” he says.

The aisles surrounding the checkout counter at Everson’s Hardware Hank in Waconia, Minnesota, look more like a boutique gift shop than a hardware store. “Something we didn’t have in our area was a place for people to buy unique housewares and gift items,” says Deborah Everson, marketing manager for the store. “Now people don’t have to go out of town for options.” She continually brings in new products and features local vendors. Frequently rearranging items in this area encourages even regular shoppers to browse, as they always expect to find something new. To give the area a more upscale appearance and set it apart from the rest of the salesfloor, she found someone to create wooden covers that fit over the metal shelving and painted the pegboard black.

Consumables are the king of the impulse sale. At Burns Do it Center, which has three locations in New Mexico and one in Texas, there’s a buffet of snack items to greet customers as they’re headed for the checkout. The mix includes name-brand chips and candies along with regional items. “We always try local products when available, and we do pretty well with them,” says owner James Burns. “We sell a regional beef jerky that has quite a following as well as pistachios grown in New Mexico.” Being successful in snack sales means having a diverse mix to satisfy a variety of tastes. While you’ll likely have some items that stay the same, it’s also important to bring in new flavors or types of snacks that align with trends in what people are eating. August 2018 | HARDWARE RETAILING

THE COMPANY INC.

HARDWARE RETAILING | August 2018

Use clear sale signage. Dump bins are classic impulse merchandisers. They come in a variety of shapes and sizes, including temporary cardboard dump bins provided by a manufacturer and more permanent ones, such as metal boxes that can be used again and again. At Hanover Home Hardware in Hanover, Ontario, wooden boxes on casters allow owner Dan Moulton to easily relocate them in the store. Dump bins in the power aisle are an effective way to showcase sale items. Just as important to an impulse purchase, however, is clear price signage. Price will be a powerful motivator when customers decide to make a purchase. “Power aisles and endcaps need to have clear signage to show savings or product features to catch the customers’ attention. These displays are best used when moving volume,” Moulton says. “But you won’t move volume when you aren’t clearly communicating the savings.”

JOIN THE REVOLUTION

Always be changing. A basic rule of retailing is always be sourcing so you stay up with changes and trends. For impulse items, you should always be sourcing so you can always be changing what you have merchandised in areas that produce high impulse sales. Leopold is involved in most of the purchasing for his three stores in the San Francisco area. Ideas for new products to stock can come from just about anywhere. Like most retailers, he’s always looking for new ideas at his wholesaler’s buying market. But he also attends specialty shows so he can see an even broader selection of new products that relate to a particular category. He and his buyers also consult their sales representatives to recommend items other retailers have tried. “One of the keys to creating impulse sales is having fun, new merchandise out there for the customers,” says Leopold. “We’re always out there looking for the next best thing.”

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August 2018 | HARDWARE RETAILING

By Todd Taber, ttaber@nrha.org

Photo Ops Abound Using Instagram to Engage and Sell 76

HARDWARE RETAILING | August 2018

or many small business owners, finding ways to reach new customers and keep loyal clientele engaged can be constant challenges. Print and digital advertising can accomplish different objectives than the constant engagement social media platforms offer. Luckily for retailers, social media is becoming an increasingly effective—and often totally free—tool to help customers stay informed and attract new fans, near and far. Since launching in October 2010, Instagram has become one of the most popular social media platforms in the world for sharing photos and videos. Instagram now boasts more than 800 million active monthly users, and more than 25 million businesses have set up shop on the platform. What’s more, the social media platform reports more than 200 million users visit a business account on Instagram every day. Instagram has a range of uses, and even independent home improvement retailers are utilizing it to reach new audiences. Randy’s Do it Best, which has three locations in central Virginia, has been on Instagram since 2013, but the marketing team is making a renewed push to bolster its efforts. President and co-owner Randy Andes; CEO Christian Herrick; director of sales and marketing Josh Lambert; and creative director Rachel Herrick discuss how they are ramping up their Instagram efforts to tell their business’s story and reach a whole new clientele.

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Hardware Retailing (HR): Two years ago, Walmart opened a store in Timberville, Virginia. What was your strategy to differentiate against a big-box competitor? Christian Herrick (CH): After Walmart opened, we saw a lot of our business neighbors close up shop. Our traffic count dropped, but we had started preparing for that long before Walmart came. We weren’t reactionary; we did a lot of research on the effects on small towns where Walmart opened. We had been using social media for quite a while, and we’ve always used it as a way to connect with the community.

—Josh Lambert, Randy’s Do it Best

HR: Randy’s Do it Best has had a strong web presence for many years. When did Instagram come on your radar? CH: It used to be just me handling our Facebook account. When we were able to bring on Rachel and Josh to our team, we had more time to actually explore Instagram. Rachel Herrick (RH): We found that the team really enjoyed using Instagram personally, so it naturally bled over into the business side of things.

“For us, social media,

including Instagram, is a differentiator. We can use it to show people we’re actually part of the community.

Josh Lambert (JL): For us, social media, including our Instagram, is a differentiator. We can use it to show people we’re actually part of the community. We’re not just here to sell them something.

”

HR: What does your customer base on Instagram look like? CH: We all agree that Instagram is a little less formal than Facebook. Instagram is where we post fun things as they come. On Facebook, our average follower is a middle-aged woman, but on Instagram, we have many more millennial users. We post with their needs in mind, trying to capture their interest for the years ahead.

Instagram posts that include people create more engagement. By posting an on-the-fly shot of Randy’s Do it Best co-owners Randy Andes and his wife Shirley in the store, Instagram followers got to know them on a closer level.

HARDWARE RETAILING | August 2018

In an Instant With more than 80 percent of all Instagram users following at least one business account, the social media platform is becoming an increasingly potent way to reach online audiences and deliver photo and video content in a new channel. Take a look at a few of the ways the team from Randy’s Do it Best has introduced their business to their hundreds of followers and get inspiration for your own Instagram account. By including contest winners, seasonal images, photos of new inventory and shots of the team in action, the employees are increasing their follower count and developing new ways to reach and connect with online followers near and far.

As an employee ventured into the back room, he was greeted by an assortment of fresh flowers. By posting the sight to Instagram, the team delivered an inside look at the business and created an authentic way to promote products ahead of Mother’s Day.

The business gives away two $500 shopping sprees to promote its spring catalog. After the winners were selected, the team snapped their photos, combined the pictures and posted on Instagram using #shoplocal and other high-performing hashtags.

The team also uses Instagram to call attention to special savings. Here, an eye-catching flyer calls out deep savings on a product compared to a big box’s advertised price. For more information on communicating price to customers, head to Page 40.

The team posts frequent reminders about in-store events on Instagram. “We’re still trying to build that program’s attendance, but I’m using Instagram to get more people to see what we’re making at our events,” creative director Rachel Herrick says.

One of the business’s longtime employees is an antiques enthusiast who posts his obscure findings and asks followers to guess what the item is. “It’s a really easy way to ensure you have regular updates on your social media,” CEO Christian Herrick says.

August 2018 | HARDWARE RETAILING

HR: What’s your specific goal with Instagram? JL: For me, I see Facebook as this polished, planned-out platform. Instagram is the in-the-moment platform. We can show who we are, give a behind-the-scenes look at the business and give our customers instantaneous access. People love that, especially the millennial age group. It’s a great snapshot of a business.

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Retail Magnetism

RH: Instagram has been really helpful to drive attention to the higher-end brands we sell. We can use momentum from products that have really popular hashtags on Instagram to build our store’s brand. By including those hashtags in our posts, people who are already following the hashtag then get exposed to Randy’s Do it Best. JL: Hashtags are by far the most important thing to utilize on Instagram. They’re free marketing. When you use popular hashtags, people outside your area can see your business, and you’ve opened up a whole new audience for your business. Randy Andes (RA): We’ve always said, no matter how you reach them, people want to deal with people. Everything we do on Instagram is another way to make that connection. But the bottom line is, if someone walks in your store and can call you and your employees by name because of an Instagram post, you’ve done something the big boxes will probably never do.

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HR: How can a retailer use their Instagram presence to drive in-store sales? RH: Our main website has an e-commerce option, and we’re able to do a lot of event promotion on Facebook, but we’re using Instagram to target a younger customer base. We’re trying to get our younger followers to see us as the go-to hardware destination, not a big-box competitor.

Randy Andes opened the store in Timberville, Virginia, in 2001 and has since opened two other locations.

CH: In April, we opened our third store and launched a second Instagram account to support it. Not only are both Instagram accounts increasing in followers, but they’re also generating sales. Our strategy has been to use hashtags for some of our more niche products. We had a line of insanely popular pens in our stores. We advertised them using the hashtag, and the day they came out, someone in Massachusetts bought almost our entire stock. He said the only way he found them was through the hashtag. HR: What kind of analytics do you keep track of on Instagram? JL: The interaction on each post is really important. That’s where you can find out what’s working and what’s connecting with your followers. If you post something and it gets just a few likes and views, you can know it just isn’t connecting with your audience. With trial and error, you can see what is popular and effective for your business. HR: What are some of your most popular Instagram posts? RH: Food posts always do well! Posting pictures of in-store product demonstrations always get attention, and any post with Randy in the store or in the community gets a pretty good reaction. In a way, I view social media as part of our overall service. It creates another way for the public to interact with us, and get the information they need. August 2018 | HARDWARE RETAILING

By Chad Husted, chusted@nrha.org

Piecing Together a Partnership Retailers Can Help Build Community Ties

hallenges are always best faced with a caring group of supporters at your back. For retailers, supporters could include employees, friends and family. But retailers who work to become pillars in their communities can broaden those definitions even further. When retailers express how important the health and strength of their community is to both their business and to them personally, it creates the kinds of bonds that can raise a business to greater heights. Finding partners in the community can mean donating money to school and church groups, sponsoring organizations or planning fundraisers

HARDWARE RETAILING | August 2018

and hosting community events. So, how can retailers identify the right partners for their business? This question is top of mind for any businessperson who is considering dedicating time, energy and funds to a partnership. The best partners can enhance a community and prosper their respective businesses. Partnering with your community is an achievable goal that requires planning and organization to mitigate risk while opening your doors to more customers and community influencers. To learn how to get started, Hardware Retailing spoke to two retailers who have expanded their community partnerships, sponsorships and events to make themselves strong members of their local business communities.

Building a Base Each community has its own character, and a retailer planning to expand outreach efforts must lay the groundwork early to ensure their business is targeting the right organizations and goals to benefit the community. Setting a target for a business’s efforts in the community can help focus a strategy for donations, as well as spot potential roadblocks in the future. For Scott Jerousek, CEO of Farm and Home Hardware, outreach begins with frank conversations with those in charge of various organizations. His efforts to become a strong member of the business community started when he took over his family business in 2007. With the original Wellington, Ohio, location, Farm and Home Hardware looked to formalize its ability to donate to charities and local causes while maintaining a strong focus on local efforts that could provide tangible results in the community. Farm and Home Hardware, which operates two locations in northern Ohio, has made positive interactions a priority both in the store and out in the community. Partnerships with area schools include a training program to assist teaching life skills to special education students, and the business’s community outreach continues to focus on local efforts that can best assist and sustain the community’s culture.

“We see ourselves as a community general store. That is how we expanded our products to better serve our community members, but it’s also how we approach our donations and community events,” Jerousek says. “Why would someone shop with us if we’re not supporting school initiatives and other community partnerships?” Jerousek recommends retailers investigate area school corporations, food banks and other local organizations, which can bring about real benefits. Schools reflect strong ties to the community, while food banks also have direct interactions with community members either in need of community support or are people who feel strongly about giving back and staying local. “When you put your name on something, it will have an effect, whether positive or negative,” Jerousek says. “When you maintain control of events, it makes it easier to make sure things stay positive. Any time you partner with organizations that have the potential to put you in a bad light, you’re risking your standing in the community. Choosing your business partners becomes vital.” For a checklist of attributes retailers should look for when considering a partnership, visit TheRedT.com/partnership-checklist.

Farm and Home Hardware, which has two locations in Ohio, regularly conducts events involving partnerships with other businesses and community organizations. The business has an application process for anyone seeking sponsorships or interested in a partnership.

HARDWARE RETAILING | August 2018

“Local partnerships

that directly affect local community members are pairings that most people can get behind.

”

—Tim Kenney, Ace Hardware of Fort Collins

Ace Hardware of Fort Collins in Fort Collins, Colorado, has worked with church groups and other student groups in schools in the past, with one notable example being centered around its annual Dirt Cheap sale. This promotion brings down prices on many lawn and garden products like mulch and topsoil and can bring in nearly double the average daily customer count, owner Tim Kenney says. Volunteers from these groups help customers load their purchases while collecting donations. The business also makes a donation toward the group’s goal, which is often a mission trip or traveling event. The Colorado business has built a strong infrastructure to accomplish its varied community outreach projects in the growing community of Fort Collins. The area around the store has experienced similar growth as other booming communities of the Front Range in Colorado. From offering discounted prices for area nonprofit organizations to cooking events, Ace Hardware of Fort Collins has expanded what it means to be a community partner in a growing market. “Local partnerships that directly affect local community members are pairings that most people can get behind,” Kenney says. “The groups doing the volunteering will remember that day, and it helps them raise funds and your customers see that you are actively looking for ways to make your community more vibrant.” Working with national organizations can have benefits as well, but Farm and Home Hardware has made a point of staying local with contributions when possible. One example was a fundraiser for autism awareness to help develop a life skills center at a local high school. The store bought ribbons and wristbands through the national Autism Speaks® organization, but it was Jerousek and his staff doing the advertising and conducting the event.

Ace Hardware of Fort Collins owner Tim Kenney (right) has expanded his store’s annual grilling event to serve a variety of community interests.

Remaining as local as possible, from a fundraising standpoint and event management perspective, keeps the impact focused on local residents, he says.

Creating a Process To assist in evaluating potential partnership opportunities or sponsorships, Ace Hardware of Fort Collins and Farm and Home Hardware both use application forms for anyone seeking donations, sponsorship funds or to conduct potential events and programs. The application is a small addition to the process of requesting donations and sponsorships, but it allows the staff to evaluate potential partnerships and do additional research before making a decision on whether to offer a donation or other assistance. Other small but important considerations that have helped evaluate partnerships for Farm and Home Hardware have been policies like having the requesting party come into the store to receive the donation card or item. Ace Hardware of Fort Collins runs its requests through a marketing firm that also handles areas like its social media feeds, with requests then being passed on to Kenney directly. He consults with his management team to make final decisions.

August 2018 | HARDWARE RETAILING

Farm and Home Hardware, in partnership with local schools, conducts a program to teach life and employment skills to students in special needs classes. CEO Scott Jerousek says the partnership needed time to develop, but it eventually proved to be a strong community asset.

Jerousek employs a full-time human resources employee who also sends him a bimonthly report of all the requests and any notes from past donations. While not all retailers are able to have a dedicated employee to oversee community partnerships, Jerousek and Kenney highlight the need for a clear process to follow to make requests. The process keeps a record of money or products being donated in agreements and ensures that all requests, whether granted or denied, receive a response. “Even if it’s not something you think works for your business, for whatever reason, a response is needed. Otherwise people will start to believe your business is not taking requests seriously, doesn’t care about people in the community and doesn’t respect their time,” Jerousek says. “People understand not every request can be accepted, but a ‘no’ response softens that blow and keeps the door open down the road.”

Growing Together For retailers beginning to look out into their communities for ways to contribute and people to work with, undertaking small events and programs are the most logical first steps. Building relationships and an infrastructure around them can take time. Starting out with small partnerships and sponsorships can limit the time and energy needed to make them succeed as well as any risks posed to your business.

HARDWARE RETAILING | August 2018

Both Ace Hardware of Fort Collins and Farm and Home Hardware grew smaller partnerships into much larger, thriving programs and events that have become focal points in the community and among area businesses. These ties highlight the steps toward growth and setbacks that can happen along the way when partnering with other organizations. Jerousek sees his role as an employer as an important aspect of community outreach and educating young people. When a local mom asked if her special needs son could use the store’s garden center to walk through and engage with other people, Jerousek saw it as an opportunity to do even more. “We of course said yes, but there was so much more we could do. We got him a branded T-shirt and a key to clock in with like our employees do. It was a great success for him,” Jerousek says. That initial request led to a partnership with area schools to build a larger program around work and life education. A special needs class soon began spending time in the business, engaging in classroom work as well as spending time on the floor and interacting with customers in ways that would be expected of an employee. However, his first attempt at this program presented challenges, Jerousek says. Support around the students was lacking, especially in regard to how he had put together the framework of the partnership with the school. Support from the teachers involved was a key part of the original partnership, he says, and the level of

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supervision for the students from school officials wasn’t matching that of store employees. After working with the school board to address these concerns, the program was pushed forward in a better direction, allowing what had become a real problem for the store and its employees to turn into a success. “We put new criteria into the partnership and reworked the arrangement of responsibilities and expectations,” Jerousek says. “We felt this was a great opportunity. Don’t ever give up on great opportunities, even when there are growing pains.” For Ace Hardware of Fort Collins, a grilling event has turned into an annual gathering that allows community organizations and businesses to engage with the residents of Fort Collins. Grill Your Ace Off, an event found throughout the country at Ace Hardware businesses, has become a focal point for Kenney. Kenney credits many of his partnerships and community outreach programs with having a strong base built by the previous owners. When he bought the business in 2015 after a decades-long career in banking, he wanted to bring even more of a spotlight to community events. Grills and accessories are already a large part of his business with homeowners in the growing city, he says.

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“We already had a grilling competition among local chefs and grill standouts, and we partnered with a worthy cause to raise money and rally the community,” Kenney says. “We wanted to evolve that scenario, to do more and make it better for our community, our partner businesses and ourselves.” He started by working with his marketing firm to target the best local charities and organizations for donations. Next, he was approached by an area business that wanted to partner with him at the event. A local window supplier was interested in assisting with the grilling event and adding a tent and some employees to help the cause. The local Humane Society then showed interest in attending Grill Your Ace Off, and more organizations and businesses followed. While no formal fee is involved, Kenney began asking partners at the event if they would match Ace Hardware of Fort Collins’ donations and the money raised through the food sold at the grilling event. That request was enthusiastically accepted, he says, with some businesses actually being able to begin conversations with their own corporate community relations departments. This led to many local businesses donating and adding matching funds to increase the overall donation.

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While the partnership with the window company began around charitable giving, it eventually evolved into a positive business partnership as well. Employees from the window business often set up a sales tent by the front door of Ace Hardware of Fort Collins, and Kenney’s business gets a share of any sales while providing convenience for customers. These kinds of partnerships aren’t just about enhancing community outreach. They can help retailers increase sales and serve as strong advertisements for potential customers. Communities identify businesses that make time and effort for local events and fundraisers and will often show gratitude by being patrons of those stores.

Building a Network Basing business decisions on relationships with community members might be daunting for retailers just beginning to engage with outside organizations. Clear communication and shared experiences can help build those relationships over time, but getting started can be difficult with no foundation. Kenney built his network of business and community partners through a long career in banking, but those relationships did not all naturally transfer when he entered the retail hardware business. Instead, he built another network,

The Grill Your Ace Off event at Ace Hardware of Fort Collins has expanded to include multiple community partners as well as providing good food.

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in some ways an extension of the old one but also totally new in the retail world. “I wanted to identify a network that I could envision spending time developing,” Kenney says, adding that organizations like local chambers of commerce and the Better Business Bureau assist in finding these connections. Kenney believes retailers should seek partners who are ready to provide more than just funds in support of causes. Kenney recently joined the Rotary Club, a membership he didn’t have while in banking. He didn’t advertise Ace Hardware among Rotarians and instead began volunteering wherever he felt he could help. As that relationship formed, it led to other members of the organization seeking out partnerships in the community.

“You can’t help on every project, and people don’t expect you to. But if you stay consistent to the plan, you’ll find success. —Scott Jerousek, Farm and Home Hardware

“Who is showing up to events—not just yours, but others that move your community forward— and contributing time, funds and effort? That’s who you want to be partnered with,” Kenney says. Even though Farm and Home Hardware has been in the Wellington business community since the store opened in 1960, the business’s recent expansion into Ashland, Ohio, with a new location meant Jerousek was forming new partnerships and starting the process from the beginning. Ashland is larger than Wellington and includes valued community entities like Ashland University. Jerousek set about meeting with the mayor, the local main street organization, chamber of commerce, YMCA, United Way and local school superintendents. Being able to present his business’s intention to be a pillar of the community, as well as his past efforts in that regard, in a face-to-face manner helped jump-start relationships with others. “We made it clear, this is who we are and this is our plan. We explained that we want to be helpful in the community, and here are the areas we focus on: local organizations that can do the most for the most people,” Jerousek says. “You can’t help on every project, and people don’t expect you to. But if you stay consistent to the plan, you’ll find success.”

”

Scott Jerousek and the Farm and Home Hardware team have worked to develop relationships and conduct events and community fundraisers that directly affect local organizations and priorities.

HARDWARE RETAILING | August 2018

Buying local is 7x more impactful than purchases made on Amazon!

Spread the Word in Your Community The Home Sweet Home: Locals vs. Amazon study found that independent home improvement stores give back 676 percent more money to their local economies than Amazon. Download and share the materials to help spread the word. READ THE STUDY AND DOWNLOAD RESOURCES AT NRHA.ORG/HSH-AMAZON. Source: Home Sweet Home: Locals vs. Amazon, NRHA, Independent We Stand and Paint and Decorating Retailers Association

Newsmakers

HIRI Insights Conference Highlights New Trends

Upcoming Events August 11-12 Florida Hardware Fall Market Orlando, Florida

14-16 Independent Garden Center Show Chicago

16-18 Ace Hardware Corp. Fall 2018 Convention & Exhibits Chicago

23-25 Orgill Fall Dealer Market Las Vegas

September 2-4 spoga+gafa Cologne, Germany

f you want to learn more about popular home improvement projects and the trends, technology and talent driving them forward, plan to attend the 2018 Home Improvement Research Institute (HIRI) Insights Conference. Held at the Hyatt Lodge in Oak Brook, Illinois, Sept. 18-19, this year’s HIRI Insights Conference unites retailers, home improvement professionals and researchers to take the pulse of the U.S. home improvement market. Attendees will discover the opportunities they have to capitalize on emerging home improvement trends and network with other members in the market. Terri Hulesch, president of the HIRI board of directors, says independent retailers should attend this year’s conference to stay up-to-date with industry information that can strengthen their bottom line and help them understand their customers’ needs. “A lot of small businesses don’t have a market research department, so the information that’s gained at the HIRI Insights Conference is vital for them,” she says. “At HIRI, the speakers present a huge amount of information for independents to use internally without having to hire a specialist.” Hulesch emphasizes that all retailers and people interested in the home improvement marketplace are invited to attend, even retailers who aren’t HIRI members. “The Insights Conference gives such a great overview of what’s happening in the industry; it’s a benefit to everyone who attends,” she says. “The information applies to so many areas of home improvement: consumer forecasts, trends in smart homes and millennials.” Over the course of the two-day conference, speakers from Nielsen, the National Association of Realtors, the Joint Center for Housing Studies of Harvard University and others will present informative sessions. Topics will include profiles on new and existing homebuyers, rental housing market overviews and information on healthy homes, a topic specifically requested by last year’s attendees. For more information on the 2018 HIRI Insights Conference and registration information, visit hiri.org/conference-information.

HARDWARE RETAILING | August 2018

7-9 Horizon Distribution Inc. HDI Annual Conference & Trade Show Yakima, Washington

14-16 HDW Inc. Fall Market Shreveport, Louisiana

14-16 Monroe Hardware Fall Market Myrtle Beach, South Carolina

15-18 Home Hardware Fall Market St. Jacobs, Ontario

21-22 Blish-Mize Fall Buying Market Overland Park, Kansas

28-30 True Value Fall Reunion Denver Find more events online at TheRedT.com/calendar. To have your event added, contact Kate Klein at kklein@nrha.org.

Foundations of Leadership Prepare your new and upcoming managers for success. Online course registration deadline is Sept. 7. Essential Skills Managers are taught to understand their personality type and leadership style to better communicate with and manage their employees.

An Online Forum Students can collaborate with one another through an online platform, allowing them to share ideas and offer suggestions with other new managers.

“It was nice to go through the class with other managers. We learned from each other’s struggles and success stories and shared ideas along the way.” Darcie Bryczka | Assistant Manager | Hagersville Home Hardware

VISIT NRHA.ORG/FOL OR CALL TOM MARCUM AT 317-275-9430

Newsmakers Big Boxes Installing In-Store Pickup Options

Ace Hardware Corp. to Expand Ohio Distribution Center

Home Depot and Walmart have both recently installed in-store pickup options for online orders. Customers who make online purchases from Home Depot can come to participating locations, unlock one of the pickup lockers and retrieve their merchandise without ever interacting with an employee. TheRedT.com/store-pickup

Ace Hardware Corp. has announced expansion plans for its retail support center in West Jefferson, Ohio, as part of the co-op’s plans to grow and restructure its distribution network. The renovations will add more than 300,000 square feet to the existing 534,000-square-foot distribution facility. TheRedT.com/ace-expansion

Combined Kmart-Sears Store Is a New Venture for Sears Holdings Sears Holdings is experimenting with a Kmart and Sears combination store, even as it closes dozens of individually branded stores throughout the U.S. The company recently opened a Kmart store inside of a Brooklyn, New York, Sears location. TheRedT.com/kmart-sears

Do it Best Promotes Mergy to New Tech VP Do it Best Corp. has promoted John Mergy to the role of vice president of information technology, effective July 1. Earlier this year, the co-op announced the retirement of the department’s former executive Mike Altendorf,

who is exiting the company after 30 years. Altendorf’s retirement is effective Aug. 10. TheRedT.com/dib-mergy

Home Depot Invests in Property Maintenance Company Homee Home Depot has partnered with a growth equity firm to invest $11 million in Homee, an on-demand property maintenance company. TheRedT.com/hd-homee

Sears Hometown to Close Up to 100 Stores Sears Hometown and Outlet Stores Inc. will close up to 100 of its 882 stores, the company announced in its first-quarter 2018 financial results. Sears Hometown and Outlet Stores is a Sears spinoff company. The chain

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Abatron ....................................................................... 31 www.abatron.com; 800-445-1754

Howard Products........................................................ 38 www.howardproducts.com; 800-266-9545

Paladin Data Corporation ............................................ 77 www.paladinpointofsale.com/?NRHA; 541-803-6060

Ace Hardware............................................................. 13 www.myace.com; 630-990-6900

HSI.............................................................................. 55 www.hardwaresuppliers.com; 800-334-5625

PBI-Gordon Corp. ......................................................... 3 www.gordonsusa.com; 816-421-4070

Ajax Wire Specialty Co. .............................................. 95 www.ajaxwire.com; 855-966-2529

IPG.................................................... French Door Cover www.itape.com; 888-898-7834

Peel-Tek...................................................................... 27 www.peel-tek.com; 512-993-4976

Apex Tool Group........................................................... 1 www.crescenttoolco.com; 866-907-9716

Ironclad Performance Wear Corp............................... 21 www.ironclad.com; 844-200-5664

Phifer ............................................................................ 7 www.phifer.com; 800-841-9473

Bengal......................................................................... 39 www.bengal.com; 225-753-1313

Jeske Company Inc. ................................................... 74 www.jeskecompany.com; 800-677-3383

Quickscrews............................................................... 87 www.quickscrews.com; 800-743-6916

Benjamin Moore.........................................................BC www.benjaminmoore.com; 855-724-6802

Kness Mfg. Co. Inc..................................................... 16 www.kness.com; 800-247-5062

Quikrete ..................................................................... 9 www.quikrete.com; 404-634-9100

Big Green Egg ............................................................ 43 www.biggreenegg.com; 770-938-9394

Komelon USA Division .......................................... 32-33 www.komelonusa.com; 888-396-8273

Rust Patrol ............................................................... 65 www.rustpatrol.com; 713-244-8755

Blue Dolphin ............................................................... 29 www.dolphinsundries.com; 631-253-4539

Lumax......................................................................... 30 www.lumax.com; 844-660-6876

Sashco .................................................................... IFC www.sashco.com; 800-767-5656

Bonide ........................................................................ 67 www.bonide.com; 315-736-8231

Master Magnetics Inc. ............................................... 80 www.magnetsource.com; 888-293-9190

S-Line by Ancra International ................................... 88 www.ancra.com; 800-626-8353

Broil King Barbeques .................................................. 59 www.broilkingbbq.com; 800-265-2150

Merrifield Paint Co...................................................... 24 www.maddogprimer.com

Sika ............................................................................. 68 usa.sika.com; +41 58 436 6800

Cole’s Wild Bird.......................................................... 63 www.coleswildbird.com; 877-426-8882

Mi-T-M Corporation .................................................... 26 www.mitm.com; 800-553-9053

SKM............................................................................ 25 www.skmproducts.com; 800-851-8464

Curv Group LLC.......................................................... 75 www.curvgroup.com

Midwest Fastener ................................................. 18-19 www.fastenerconnection.com; 800-444-7313

Stihl............................................................................. 37 www.stihlusa.com; 800-467-8445

Designer Greetings .................................................... 71 www.cardsmartstoreinastore.com; 800-654-6960

MiTek Industries Inc................................................... 15 www.mitek-us.com; 800-328-5934

SureCan ...................................................................... 64 www.SureCanUSA.com; 801-827-0500

Do it Best Corp............................................................. 5 www.independentsdoitbest.com; 888-364-8237

Mr. Longarm............................................................... 81 www.mrlongarm.com; 800-821-3508

True Value Company .................................................. 35 www.truevaluecompany.com; 888-291-7229

ECI Software Solutions ......................................... 50-51 www.ecisolutions.com; 800-588-5128

Neilsen Products ........................................................ 28 www.shoulderdolly.com; 800-217-1114

Twist and Seal ............................................................ 69 www.twistandseal.com; 888-945-4545

Fiskars PRO................................................................ 11 www.fiskars.com/trades; 866-348-5661

NRHA HSH-Amazon .................................................. 91 www.nrha.org/HSH-AMAZON

Wastequip LLC........................................................... 66 www.toter.com; 800-424-0422

Franmar ...................................................................... 17 www.franmar.com; 800-538-5069

NRHA Foundations of Leadership Program ............... 93 www.nrha.org/fol; 317-275-9430

Wooster Brush Company ........................................... 83 www.woosterbrush.com; 800-392-7246

GenTent Safety Canopies........................................... 38 www.gentent.com; 781-334-8368

Old Masters................................................................ 89 www.myoldmasters.com; 800-747-3436

Hillman Group Inc....................................................... 47 www.hillmangroup.com; 800-800-4900

Orgill Inc. ..............................................................98-IBC www.orgill.com; 800-347-2860

HARDWARE RETAILING | August 2018

*This index is provided for the convenience of our advertisers and readers. The Publisher assumes no liability for errors or omissions.

sells appliances, hardware, tools and lawn and garden equipment. TheRedT.com/sears-100

Walmart to Fund College Degrees for Employees Walmart is offering to pay for employees’ college tuition, books and fees if they pursue degrees in business or supply chain management, according to the company. TheRedT.com/walmart-college

Report Says Lowe’s Requires Arbitration Agreements Reports indicate Lowe’s is requiring its salaried manager and assistant managers to sign binding arbitration agreements or possibly lose their bonuses. This contract prevents employees from pursuing legal action against the big-box retailer in court or joining any class-action lawsuit against the company. TheRedT.com/lowes-arbitration

TreeHouse Shutters Original Store, Shifts Business Direction TreeHouse, an environmentally friendly home improvement chain with three locations in Texas, is closing its original store in Austin. TheRedT.com/treehouse-shifts

38th Peavey Mart store in the Pembina Highway area of Winnipeg in January. This is the second Winnipeg location for Peavey and fifth in Manitoba.

business development directors for every part of Canada: Western Canada, Ontario, Quebec and the Atlantic region. These reps will be charged with presenting the RONA and Ace banners as options for independents.

Federated Co-Op Promotes Ron Healey as VP Federated Co-operatives Ltd. announced the appointment of Ron Healey as VP of agricultural and consumer business, effective July 3. He was formerly associate vice president. In this new role, Healey will lead FCL Food, Crop Supplies, Fertilizer, Feed, and The Grocery People, while continuing to head up Home and Building Solutions.

RONA Ramps Up Recruitement Lowe’s Canada is ramping up recruitement for its RONA banner. The company is currently hiring regional

Home Hardware Partners With Toronto Blue Jays As the official paint of the Toronto Blue Jays, Beauti-Tone, the coatings division of Home Hardware Stores Ltd., has released a collection of baseballinspired colors. The Beauti-Tone team worked with three Blue Jays team colors—blue, navy blue and red—along with seven more complementary colors, including the nostalgic powder blue hue of the 1977 to 1988 Blue Jays uniform. For the full version of these news briefs, visit hardlines.ca/hardwareretailing.

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Lowe’s CFO Marshall Croom to Retire Lowe’s Cos. Inc. announced that chief financial officer Marshall Croom plans to retire from the company Oct. 5. Croom took the job of CFO in March 2017, replacing Robert F. Hull Jr. in the position when Hull retired. TheRedT.com/cfo-croom

CANADA Peavey Adds Stores in Manitoba and Alberta Peavey Industries continues to add stores in 2018. It opened its

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August 2018 | HARDWARE RETAILING

Last Word

A Delicious Way to Cook While Camping

rowing up in Connecticut, Emma Frisch spent more time outdoors with her siblings than watching television. When she wasn’t playing outside, she could be found helping her mother work in the vegetable garden and then making meals with the fruits of their labor. Today, Frisch has combined her love of the outdoors and cooking tasty meals in Firelight Camps, a glamorous camping (glamping) business she owns with her husband. Recently, she wrote “Feast by Firelight: Simple Recipes for Camping, Cabins and the Great Outdoors,” a cookbook full of her favorite recipes. Hardware Retailing spoke with Frisch to learn how retailers can encourage their customers make their own cuisine while camping, the products they should sell to attract an adventurous outdoor chef and more. Hardware Retailing (HR): Can you tell us about your love of camping and your passion for cooking? Emma Frisch (EF): Growing up, I attended outdoor adventure summer camp, which helped me cultivate my love of outdoor activities. In college, I trained as a backcountry guide and worked as a climbing instructor at a rock wall. My interest in cooking was directly inherited from my mom, who is Italian and British. Some of my earliest memories are picking cherry tomatoes off the vine with my twin sister and standing on a stool shaping Italian meatballs with my mother. When the weather was nice, we ate all of our meals outside, and on weekends, my mom would cobble together picnics to take on trails or to a park.

“Our business has truly allowed me to bring my passion for food, community and the great outdoors under one umbrella.

”

HR: Tell us about Firelight Camps. EF: My husband Robert and I opened Firelight Camps in Ithaca, New York, in 2014. We started with a pilot program featuring six tents. Now we have 19 tents, which are available May through October. I am the marketing and culinary director of our business, which means I oversee food and beverage programming, food product development, merchandising, branding and marketing. “Feast by Firelight,” is my first cookbook. The recipes span my lifetime, from family recipes to global travels. Our business has truly allowed me to bring my passion for food, community and the great outdoors under one umbrella. HR: What tools are needed to make your cookbook recipes? EF: The recipes in my book are all intended to be very simple, and most require prepping ingredients at home so the cooking process can be fun and fuss-free at camp. The tools campers would need vary per recipe, but the most basic recipes require a grill, tongs or a spatula and dishware. “Feast by Firelight,” includes menu planners to help campers create a simplified shopping and equipment list to map out their meals easily. However, nearly all of the recipes can be made in your home kitchen as well. HR: What products help turn a camping experience into a glamping experience? EF: Having proper lighting makes a big difference while camping. One of my favorite companies, BioLite, has solar-powered string lights that create a warm ambiance, while also making the campsite easier to navigate. I also recommend quality picnic blankets, such as Alite’s Meadow Mat, and lightweight chairs to upgrade the camping experience. Using a sleeping bag blanket, like the Rumple Sherpa Puffy Blanket, is great to snuggle up in.

Feast by Firelight Emma Frisch wrote her cookbook to offer new ways to change the outdoor dining experience. The book includes recipes for camp cooking, menus and shopping lists. To buy the book, visit emmafrisch.com/feast-by-firelight.

HARDWARE RETAILING | August 2018

The Chili-Lime Corn is one of the easiest, most satisfying crowd pleasers. Don’t even try to eat politely! If kids join the feast, consider letting adults garnish their own with red pepper flakes.

The Coconut Quinoa Breakfast Bowl With Lemon and Blueberries recipe is a luscious, nourishing, protein-rich alternative to camp oats. This is a healthy and energizing dish to enjoy all day long.

Fire-Licked Skirt Steak With Mama’s Salsa Verde is one of my favorite recipes. It’s simple and quick to make. The pungent green sauce, an Italian version of chimichurri, kicks everything up a notch.

These Lemon-Olive Oil Thumbprint cookies taste decadent, yet are protein-packed morsels to keep you going. I make a container of these to bring on road trips, airplanes, and of course, camping.

August 2018 | HARDWARE RETAILING

Corby Biddle Higginbotham Brothers Texas

“Orgill is simply the best hardware distributor for our company. Orgill offers the right retail solutions to help us build our brand and grow our business.”

The Best in the Business Orgill Helped Us Customize Our Offerings Without Sacrificing Our Independence

Offering Personalized Service

Maintaining Our Independence

“Our company was founded in 1881, and we have 38 locations

“What we really like about working with Orgill is that

in Texas. We recently converted our stores to Orgill. Each of

we can maintain our independence while still taking

our markets is unique, and Orgill has helped us customize our

advantage of the many resources available to help us be

product selection to each of those locations.”

more successful.”

Helping Us Compete

Building A Strong Partnership

“Orgill not only took the time to learn about our market

“Orgill understands what our vision is, and they help us

strategies, but offered solutions that allowed us to

execute that vision. We’re excited about our partnership

strengthen our presence in the markets we serve.”

and our future together.”

For more information about how Orgill can help you grow your business, contact us today! 1-800-347-2860 ext. 5373 • information@orgill.com • www.orgill.com • Orgill, Inc. 4100 S. Houston Levee Road Collierville, TN 38017

When you join the Benjamin Moore retailer network, it’s your store, not a franchise. Which means no franchise fee, and 100% of your investment goes into your own store. Go to benjaminmoore.com/newdealers to learn more.