Hardware Connection May/June 2014

A ApproachUnique to Approach Store Branding

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By Chris Jensen

What Makes Your Store Unique?

The featured retailer of this issue is Florence True Value in Florence, Ariz., whose owners, Russ and Cheryl Woodmansee, have done a remarkable job creating a store that is the definition of unique. Not only did they spend eight years restoring and renovating an historic hundred-yearold building, the Woodmansees never lost sight of the reason why customers keep coming back to their store—it offers a totally unique shopping atmosphere and is filled with personality.

Florence True Value is not a cookiecutter store. It is a 17,000-square-foot store filled with interesting things to see, touch and buy, all displayed in an old-fashioned setting that harkens back to a simpler era. There may be other hardware stores out there that have a front door fashioned out of a hammer, but how many other stores do you know that have working street lights, fire poles and real fire hydrants on the salesfloor? Customers might come in to buy toilet repair parts or light bulbs, but then they discover ladies hats, collectible dolls and giftware and their trip to the local hardware store turns into a shopping adventure. Everyone wants to see what’s been added since their last visit.

In addition to serving as owner/ operator of the business, Russ is the head curator for the ever-expanding collection of stuff that makes its way into the store. Local residents keep dropping off antiques, so Russ finds a place to display it whether it’s a twoman log-cutting saw or an old wooden snow sled.

In a fast-moving society where you can buy anything you want online with the click of a computer key, it’s refreshing to see a retailer who understands the most basic principle of retailing— give customers compelling reasons to visit your store. Selling the same products in the same sterile environment as the store across town is not the way to build a successful business. Stores should take on the personality of their owners, just like an artist turns a blank canvas into a work of art.

While we applaud Russ and Cheryl for creating a notable legacy with their store, we are more concerned with the fact that not enough retailers are taking steps to make their stores unique. If you cannot detail what makes your store vastly different than all the competing stores selling similar products, then I’d say you’ve got work to do. n

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By Tom Chasteen

Lessons from the Hardware Sales Floor

Most retailers will be able to immediately relate to the experiences I’m going to share in this column. Non-retailers may think they know what it’s like, but just like slamming your thumb in a car door, unless you’ve done it you really cannot identify with someone who has.

Listen—Most veteran hardware retailers will agree that learning to listen to what a customer or employee is trying to explain is not always easy. This challenge is even more complicated when the person is agitated or confused and begins their explanation somewhere in the middle of what they are trying to explain. Or they begin “double talking” as if they are speaking in tongues.

Every retailer I know can recite multiple stories of a husband sending his wife or girlfriend to get parts at the local hardware store and the poor woman has absolutely no idea what they are asking for, much less what it is used for. Being a good listener is critical in situations like these. It helps reinforce our credibility with our customers that we care and we are the place to go for help.

Then there is the male customer who comes in and feels it would somehow compromise his masculinity to admit he

doesn’t know the name of what he needs or the best way to resolve his problem. Listening is critical to recognizing how to help this type of customer as well.

Attentiveness—The worst thing we can do is ignore a customer when they enter our stores. At least 70 percent of the time a customer comes to us for a specific reason and more times than not they would like to get in and get out as quickly as possible. It’s a fine line between helping and hovering over a customer.

When I take a customer to the products they are asking about and they begin reading directions on the label, I try to give them space by saying while you are reading that I’m going to help someone else and will be right back, even if everyone else in the store is being helped. This gives the customer time to read the directions without feeling pressured. However, it is imperative that you check back in a few minutes so the customer doesn’t feel they have been abandoned.

One of my pet peeves is when a clerk is not helping someone else and they just point to the general area or aisle the customer is asking about. When we bring on a new employee I explain in a tactful way that the service and checkout counters

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the way i see it

are both bolted to the floor and there is little likelihood anyone will walk off with them and even if they tried they wouldn’t fit through the front door.

“Cheers”—Like in the TV series “where everyone knows your name” I encourage our people to get to know our customers, learn what projects they are working on and, most importantly, try to remember their name. There is something special when you walk into a business and they call you by name. You feel special and welcome, which is how we would like all of our customers to feel when they come into our store.

Merchandise—As the old saying goes, “you can’t sell from an empty wagon.” As I tell our people, last time I checked we don’t allow our customers to go into the back room, so if the merchandise is left back there it doesn’t do us any good. Having the merchandise is only part of the challenge; it is critical that it is displayed in a convenient and logical manner so customers can easily find what they are looking for. How many times have you heard a customer come in to your store and say, “I just love hardware stores.”

A dear friend of mine, Bill Hettling, made this point to me more than 20 years ago and I’ve never forgotten it: “Retailers must create a shopping experience for their customers.” Johnny Morris, who owns Bass Pro Shops, does an outstanding job of creating a shopping experience in each of his stores.

I was recently in a mini-mart store and all they have to sell is convenience and they charge a pretty penny for that convenience. But this mini-mart had taken old black and white pictures of the local area and had them blown up and displayed all around the store, with smaller ones mounted to the top of the five-foot-high gondolas. I ended up spending 15 minutes just wandering around looking at the old pictures to see how many of the places in the pictures I recognized. By the way, I purchased two Slim Jim’s, a Diet Coke and a candy bar when all I really went in for was to pay for gas.

The Customer Is Not Always Right—OK, I said it and I feel much better now. It is impossible to satisfy everyone and if you don’t believe me just go down the street and see how many of your “loyal” customers are shopping at your competitor’s store. Does it mean they are not loyal customers? No. What it means is they are looking for something you don’t provide, either a service or a product or maybe it’s just more convenient for them that particular day.

However, those are not the customers to whom I’m referring. I’m talking about the customers that are never satisfied, customers who think you aren’t entitled to make a profit, customers who use a screwdriver for a crow bar and bring it back either bent or in two pieces claiming it’s defective. At some point those types of customers fall into the category

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the way i see it

as people you are not interested in building your business around.

In my 38 years of retailing I’ve only run into maybe 10 or 12 of these customers. I always tried to do my best to work with them, but at some point I finally had enough and told them they needed to take their business elsewhere because we were not able to provide a level of service that was acceptable to them.

Here’s the kicker: 30 percent of those customers have come back and become very profitable customers and we are pleased to have them back. I’m glad to be rid of the other 70 percent. One time I even agreed to refund a customer’s money if they agreed to never

come back in the store again. We were never going to be able to satisfy their demands.

The Good News—99.9 percent of the time it is very rewarding working with customers and owning your own hardware business. You cannot let the occasional unpleasant situation overshadow the real joy of being in the hardware business, which revolves around doing business with our friends and neighbors in each of our communities.

Let me know what you think, from one retailer to another, at tom@thehardwareconnection.com. ■

Tom Chasteen, the publisher/principal of The Hardware Connection, operates Tavernier Hardware in the Florida Keys.

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HARDWARE HUMOR

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HARDWARE HUMOR

HARDWARE STORIES Amazing but TRUE

One of our customers was “Mr. Susan B.” His pants dragged due to the weight from the rolls of Susan B. Anthony dollars he carried, because he didn’t believe in paper money. He even answered to the nickname.

Cynthia Martini-Kreckman Martini Hardware Co. Houston, Texas

Just wondering how many of you have nicknames for cus- tomers (ones they don’t know about). One of our niches is qual- ity bicycles and repair. Today I got to meet Stinky Trike. Even though I had never interacted with him, I immediately could identify him and knew his nickname. He really does not smell, but one of his trikes is well known in our shop.

We had a guy called Ice Road Trucker or IRT. He wanted to be on the show. We have The Shuffler, who shuffles cards while you ring his sale. And The Weather Man, who will always give you weather news and who claims to do weather forecasts in his home for leisure.

Matt Abramsky Tony’s Ace Hardware Hazel Park, Mich.

Steve Beeson Beemun’s Soldotna, Alaska

Our staff has pinned many a nickname on many a customer. Most of them very nice and related to what they do for a living. We have Spackleman, Crazy Pete, the Undertaker (not his job, just his winning personality), Micrometer man, Art Garfunkel (for his haircut), Phil Spector (haircut, plus rich and insane), Ex (ex-fire chief), and on and on.

Alan Talman Karp’s Hardware East Northport, N.Y.

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How’s

Business?

MIDWEST

Sales and customer counts so far in 2014?

We’re up about 20 percent ahead of last year. We had an extremely bad winter, so we had a lot of snow-related sales such as ice melt salt, snow shovels and roof rakes. We had a lot of sub-freezing days, so a lot of people needed pipe fittings. We also sold a lot of heaters. The average customer count is way up. A 200,000-squarefoot Walmart Supercenter just opened right next door this past October and it really increased our business.

Best niche categories?

Window and screen repair. Plumbing is our biggest department and

we’re constantly running out of them.

accounts for about one-third of store sales. Our lawn and garden department is also strong and we do a huge key-cutting business. We sell a lot of propane for gas grills. We have cages for 72 propane tanks and we’re constantly running out of them. People can pull into the parking lot, unload and load new tanks. Customers are willing to pay for that convenience. Most effective advertising?

That has to be reputation and word of mouth. I do have a website, but I really don’t do much with advertising. We have a small ad in a monthly, local free newspaper. We also advertise in the community directory. We’ve found more people are going onto our website and looking at the catalog that has 60,000 to 70,000 items. Customers are making use of that more than I thought they would. Do you have a detailed succession plan?

I’m 61 and I opened the store 20 years ago on July 4. I’ve been in my

Lenny Goldfarb

own building for 12 years. I hoped my son would come to work with me, but he wasn’t interested. I’m about ready to retire, and I just hired a new guy who’s also my son-in-law. He loves it, so maybe he’ll keep it going after I retire.

Lenny Goldfarb

Cedar Center Hardware | South Euclid, Ohio

NORTHEAST

Sales and customer counts so far in 2014?

About even with last year. The weather during the winter was better for the store, but the weather this spring has been worse for sales.

Best niche categories?

Paint, which accounts for about 35 percent of store sales, and lawn and garden, which is about 40 percent of sales. We’re a very big paint dealer and a lot of the local contractors come in here for their paint.

Most effective advertising?

We’re in a newspaper, the Morning Call, all the time. We can tell that we do get some customer count from those ads.

Cody Lentini

Cantelmi’s Hardware | Easton, Pa.

Sales and customer counts so far in 2014?

Sales have been about the same as last year, but customer counts are down slightly. The average transaction seems to be up a bit.

Best niche categories?

Probably the Big Green Egg grills. That’s been a nice niche for us. We’ve sold about 25 in the past year. Passport photos are a good niche. It’s not high dollar but it’s high profit. Bird food and pet supplies are also good sellers. We sell hunting licenses, which doesn’t bring us any money but brings in traffic. We do well with electronic car keys, which has been profitable. We also sell a lot of water testing for pools and pool supplies.

Most effective advertising?

Nothing seems to be working. We’ve been relying on word of mouth and location. Nothing seems to be working like it did even a few years ago. Do you have a detailed succession plan?

Unfortunately, no. I have a strange situation. Originally, my son was

How’s Business?

gung-ho when he came out of college, but he wanted to do things his way. He’s since backed off and now runs an eBay business within the store. So, no, there are no firm plans. I wish I did.

Doug Greene

Manlius True Value | Manlius, N.Y.

SOUTH

Sales and customer counts so far in 2014?

Our situation is a little different. We’re a home center; we look like a Lowe’s from 10 to 15 years ago. Hardware is up for the year about 5 percent and lumber is down about 5

percent. Housing starts here have been strong, even way above the national average. Our growth in hardware I attribute to our diverse assortment. We carry a lot more than a traditional hardware store.

Best niche categories?

Outdoor power. We’re one of the largest Stihl dealers in the area. We have 40 feet of Stihl and 30 feet of Husqvarna. We’re fully stocked with power tool accessories and parts. Our green goods, such as plants, trees and

shrubbery, has grown tremendously. We also do a large business in swimming pool supplies and sell horse feed and some furniture. We’re very diverse.

Most effective advertising?

The building itself helps spread the word. We’re a True Value store, and we participate in their circular program. It’s so hard to tell if advertising is profitable. A while back we had a ladies night and it flopped because we didn’t pursue the right type of advertising. We just had a newspaper ad. We have had some success with cable television.

Do you have a detailed succession plan?

That’s a good question. Our father passed away three years ago. He was the patriarch of it all. Three or four of us joined together to run the store. He had a good plan laid forth. We do have a general plan, but we haven’t worked out all the details.

Lindsey Locklear Pembroke True Value | Pembroke, N.C.

Lindsey Locklear Pembroke True Value

SOUTHWEST

Sales and customer counts so far in 2014?

Phenomenal. Our customer service has really made the difference. Employees at both of our stores have been through the Ace Helpful 101 retail training program. We’re also fortunate that Houston is the hydrocarbon capital of the world. We’re rocking and rolling, the refineries are busy and lots of activity driving down the ship channel. The world’s largest construction project is seven miles from here. You almost can’t buy a house in this part of the world the demand is so high. Customer count is up in both stores, too. But overall, our original store is up 4 percent and the new store is up 22 percent.

Best niche categories?

We have the same kind of gift shops in both stores, where we sell Pandora brands and Vera Bradley. We’re also strong with barbecue pits, Green Eggs and Weber grills. Barbecue has always been a passion and hobby for us at the stores.

Most effective advertising?

Probably community involvement, such as donations and charitable events. We sponsor a street dance where we cook 750 pounds of brisket and give it away. The charity that serves it every year receives the proceeds. We also sponsor rodeos and seven golf tournaments. There are seven villages nearby and we sponsor the swim teams. Myself and my managers can’t go to the grocery store

without someone shaking our hand and thanking us. I grew up doing those sorts of things with my father. We’ve been here 27 years, and we’re the center of the Kingwood community and events. We’re the old-fashioned, hometown hardware store. Rick Alspaugh Alspaugh Ace Hardware | Kingwood, Texas

WEST

Sales and customer counts so far in 2014?

We are up 7 percent over last year. Customer counts have been about the same. The average ticket sale has been higher. Overall, there’s been an improvement in the economy. People are feeling better about themselves. We’re close to USC and they have a billion dollar improvement project starting in September. We’re continuing to figure out what new products we should be carrying that we’re not. We’re trying a bunch of little things to keep growing business. We recently had our first vendor day and the response was really heartening. We had a very good response from the

Alspaugh Ace

Vermont Outlet True Value

community and contractors. There’s an overall positive attitude in the area that wasn’t there three years ago.

Best niche categories?

Window glass, screens and lock services. We pay close attention to try to do things that make our customers’ lives easier. For example, we email bills to contractors, so even if they lose their receipt they can call it up. It saves a ton of time and solves a problem while keeping our business growing.

Most effective advertising?

That’s a touchy area. The direct mail pieces don’t seem to get it done. During the early stages of the recession, people were paying attention to direct mail. In normal times, consumers are bombarded by advertisements six ways to Sunday so it’s difficult to get your name out there. We’re focusing more on getting commercial business into our store as opposed to do-it-yourselfers. The growth segment of our future lies on the commercial side.

Do you have a detailed succession plan?

We have a succession plan. It is a work in progress. We have sent feelers out to the next generation of the family. Unfortunately, they have no desire to enter the hardware field. So, we’re looking toward eventually selling the business or to have it taken over by employees with ownership incentive. Those are some of the things we’re exploring right now. I’ll retire in about seven or eight years when I turn 70. Ron Samore Vermont Outlet True Value | Los Angeles, Calif.

From Tom’s Shop hardware

products review

Ithink I’m still in recovery mode after attending the National Hardware Show in Las Vegas in early May, but I did see a bunch of great new products. Not coincidentally, the companies with the best booth traffic were also the ones who were unveiling promising new items. Make

By Tom Chasteen

sure you’re keeping up with new product trends and stocking the latest innovations, because otherwise you are missing out on an opportunity to establish your store as the destination for new items.

product #1: duaL® superBoNd® paiNt + priMer KrYLoN

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“Dual Superbond offers a solution for the many surfaces that have proven challenging to paint in the past,”

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said Denise Patterson, Krylon product manager, who showed us a demo of the product at the Hardware Show. “It offers the ultimate adhesion for projects such as laminate furniture and cabinets, and it bonds to most plastics unlike many other paints.”

Consumers looking to update and protect their metal surfaces often use a primer, but Dual Superbond offers maximum rust protection without the need for a primer. That’s pretty good, but the product also provides excellent coverage, durability and corrosion protection.

In addition to its performance benefits, Dual Superbond makes application easy. The two-in-one product preps the surface with no sanding or priming required. Plus, Krylon’s handy EZ Touch® conical spray tip requires the lowest force to spray on the

market, according to company claims, which means no more finger fatigue while also minimizing the occurrence of runs and drips.

New Dual Superbond Paint + Primer is available in 24 colors in gloss, satin and flat finishes. It’s reassuring to know that all Krylon aerosol paints are in compliance with the California Clean Air Act for Aerosol Coatings and the California Low Emissions and Reactivity Rule (CLEAR).

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As retailers, we generally do a poor job of selling complete projects instead of just products. At the Hardware Show I came across a product that does an excellent job of making sure the consumer or end user has everything they need to complete the project. The Chalk-tique® chalk-style painting kit contains everything needed to prep, distress and finish a surface with wax.

Chalk-tique is an innovative product that turns any water-based paint into chalk-style paint. The consumer gets to choose the paint color, so we retailers get to sell more paint. You can mix a quart at a time if you’re working on several small projects at the same time, or you can mix the entire additive jar to make one full gallon.

The additive will mix with one gallon of any waterbased paint.

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Your customers will be amazed— they will actually be able to start and finish a project without running back to the store to retrieve additional products they need to complete the project.

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product #3: pNeuMatic Brad NaiLer | arrow FasteNer

At the Hardware Show Arrow

Fastener introduced a full line of new pneumatic tools, including the PT15G™ Pneumatic Angled Nailer, the PT18G™ Brad Nailer and the PT23G™ Pin Nailer. Arrow’s pneumatic staplers and nailers work great whether you are a contractor or a d-i-yer looking for the best solution to get the job done right.

Arrow’s PT18G™ Pneumatic Brad Nailer is the perfect companion for most small trim and interior molding work. Made of lightweight die-cast aluminum, we found it to be easy to

handle. Its features include a tool-less jam clearing nose and an overmold grip for comfort during extended use.

A low nail supply indicator window lets you know when the side-load magazine is nearing empty, which is a nice feature. In addition to small trim and interior molding, it is ideal for use on baseboards, paneling and for craft projects. The tool works with 18GA 5/8” - 2” brad nails.

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Cole Hardware, which operates four stores in San Francisco, adopts a multi-pronged strategy to advertising.

Advertising SMART feAture

STRATegieS

Retailers have always struggled with finding ways to measure the effectiveness of their advertising. However, a decade ago the toughest advertising decision used to be deciding how many circulars to send out.

THe cHOIces fOR adveRTIsIng spending today are dizzying. circulars, Tv, radio, newspaper, mobile, online banner ads, email, digital, social media—what’s a retailer to do? everyone understands the world is moving toward digital, but does

that mean you abandon print advertising altogether? It’s safe to say that there is no right or wrong approach, and that what works for a retailer in one market may not work for another retailer in a different market.

Read on to learn the smart advertising strategies adopted by some retailers.

Multi-fAceted ApproAch

“Our marketing approach is to embrace all media—from traditional

By Chris Jensen

print and direct mail postcards for customers who prefer these offers to all social media avenues, including email, Groupon deals and mobile offers,” explains Julia Strzesieski, advertising manager for Cole Hardware in San Francisco. “We’re always exploring new technology. You never know when the next Google or Yelp is standing right in front of you.”

Cole Hardware mails out a monthly Hardware Hotline newsletter to 50,000 customers with additional distribution via digital copies. It’s like a community newsletter with a community page and an environmental page, but inside is an eight-page ad. “We’ve had the newsletter for about 15 years and it’s been very successful for us in getting our store name out there,” says Strzesieski.

Above: Cole Hardware is doing more with social media such as this Facebook promotion.

Right: Cole Hardware bottle its own wine, which is used to promote the store.

Lower Right: Hardware Hot Deals is an 8-page ad that is inserted into Cole Hardware’s monthly newsletter.

Bottom: Cole Hardware’s newsletter is distributed monthly to 50,000 customers.

The four-store Ace retailer sends out Flash Friday Deals, which are emailed to about 25,000 customers on Thursday night. “That gives us our best open rate—20 percent. We get a report every Monday on sales, so we can measure the effectiveness of the deals. We hear from people if we forget to schedule it,” says Strzesieski, who adds that emails are captured through their loyalty rewards program. A gourmet kitchen e-newsletter is also sent out twice a month.

They just started with text marketing but have already signed up nearly 3,000 customers. The incentive to sign up is a $5 discount off a purchase.

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The store periodically holds Hardware Happy Hour. Customers can get a free glass of Cutting Edge wine and some gourmet chocolate, along with a $10 coupon.

If you want to see how cole Hardware’s Mobile coupon club works, just text the word “cOLe” to the number 55155 from your smartphone and you will see how sMs text messaging is an efficient and convenient method for communicating deals to customers. The store typically sends out two texts a month. The first text will be a link to three single-use coupons that are redeemed directly from the phone by showing to the cashier. The second text is to remind the customer not to miss out when the coupons are about to expire. coupon deals include a barcode that is scanned to measure results for those promotions.

cole Hardware is very active in the community. They bottle their own cutting edge wine, which is used to promote the store. They support about 60 schools and non-profit organizations by donating a case of wine for fund-raising efforts. The store periodically holds Hardware Happy Hour. customers can get a free glass of cutting edge wine and some gourmet

More sMArt

AdVertising strAtegies

“We run our rewards program through True value. It has allowed me to cut overall advertising to about 1.5% of sales while engaging my customers and increasing sales and margin. We vary the offers, mostly $5 off $25 or $5 off a $30 purchase, but twice a year we do a shopping bag promotion where the customer gets 20% off everything they fit in the bag and that’s quite popular (about 15% response rate, $50 average sale).

We run the bag sales in January and august to keep traffic flowing. I think a loyalty program is a necessary part of any marketing plan and should really be the primary piece. customers are becoming more difficult to reach through mass marketing, so one-on-one marketing is going to be key in the coming years.” – John Fix III, Cornell’s True Value, Eastchester, N.Y.

“social Media, rather than print media, reduces your cost dramatically. There are many benefits of applying marketing dollars to social media rather than print such as affordability, reach, ability to track ROI and targeted messaging by location, age, gender, interest, hobbies, marital status and even education level.”—Kenneth McRae, McRae’s Paint & Hardware, Dallas

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feAture

chocolate, along with a $10 coupon.

They also use the “every door direct” program through the UsPs that hits every home in a designated carrier route. “We use that when we want to target customers a little further away,” strzesieski says. she adds, “We realize we need to be up on social media with facebook and Twitter, so we’re doing more in that area.”

ingredients to success consistency, variety and frequency of the message are the three most important ingredients to a successful advertising strategy. McLendon Hardware in Renton, Wash., has used circulars extensively through the years (usually 24-27 per year) and their business has grown, according to Mike McLendon. They also use a mix of direct mail for special sales at times that give the seven-store chain a punch in sales. “Other types of mailings we use include a new movers mailing that is designed to capture a new customer early

“Our town is quirky with circulars. for years we ran them, both direct mail and inserted. We noticed a higher customer count during that time, but the ROI was never there. The only folks that come to our store were those only looking for the sale items. I am a proponent of integrated advertising with print, online, social media, etc. constant contact has great tools to create emails and for the price it’s great. We

Experience

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use the custom fields, to email our mower customers a pre-spring special tune-up, which includes their model and serial number. cut our postage costs by one-third and getting more emails every week. We have a signup form on our checkout counter, as well as on our website and facebook page.”—Melissa Brett, Welden Hardware, Simsbury, Conn.

“Waters True value switched over its seven stores to digital signs. They are 40“x 96” and have the capability to do anything from simple text to video. some of the things we display on the signs are time and temp, promotions,

store hours, happy holidays, store events and community events. Pictures on the sign look great, but it has to be the right picture. The picture must be high resolution and fit the sign. When driving on a 40 mph road, the sign has a viewing time of about 4-6 seconds. The return on investment is difficult to figure. If you’re measuring by number of views and you are on a busy intersection, then the investment could be worth it. It is much more difficult to measure the number of customers it brings into the store and tie it into sales.”— Kasey Krueger, advertising manager, Waters True Value, Salina, Kan.

in their purchase pattern-building process. each one is designed for a different purpose,” McLendon adds.

Unfortunately, it is hard to know how many advertising dollars are wasted due to the inefficiencies of this type of advertising, but one thing is for sure—not advertising is not an effective strategy either, McLendon points out.

“vary your approach. nothing works forever. You want to keep hitting the customer in different ways. You need to remember that part of the reason you advertise is not just to sell something now but to create and reinforce your brand. That takes time and advertising impressions. Most important thing is to be consistent with your message

but have a variety of methods to get it across,” he adds.

With advertising the old adage is definitely true: “Half of my advertising costs are wasted but I don’t know which half it is.” Using loyalty program data can increase the efficiency of advertising by being able to pinpoint your existing customers (those most likely to buy from you again) and send only those customers your offers, according to McLendon.

“This allows you to be very selective, which reduces some of the wasted cost that happens when sending your ad to non-customers who will never buy from you. The percentage of return is definitely higher with this approach,” he adds. ■

• With the purchase of this display, cabinet is included at no charge

• Customize your gallon product assortment

• 2 foot wood grain display case

• Select a minimum of 8 Wood Finish™ colors and 2 types of clear finish

Contact Tony Craddolph at 813-778-1451 for more information.

A Unique Approach to

store Branding

Click Here to Check Out the Unique Approach the Woodmansees took to Brand their Store in Historic Florence, Ariz.

Russ and Cheryl

Woodmansee

had no idea what they were getting into when they bought the old building next to their store, Florence True Value in Florence, Ariz. What started out as a minor renovation in 1996 turned into a large-scale project that took eight years to complete and earned them the admiration of the community. Along the way they created a store that is fi lled with unique features such as an old jail cell door with a working lock. Florence True Value won Arizona’s Best Interior Renovation and was awarded Best Large Scale Project and Best Façade Renovation fi nalist from the Arizona Main Street Program. The store was named Business of the Year in 2003 by the Florence Chamber of Commerce. The Woodmansees also operate Gilbert True Value in Gilbert, Ariz.

Russ Woodmansee has owned Florence True Value since 1991. Daughter Linsey Woodmansee is the store manager.

Russ Woodmansee

Florence True Value

Florence, Ariz.

www.florencetruevalue.com

Year Founded: 1991

Wholesaler: True Value

% Sales DIY: 60% in Florence (40% in Gilbert store)

Square footage: Florence—17,000 sq. ft.; Gilbert—8,000 sq. ft.

# Employees: 20

Top categories: Plumbing and paint

Best niches: Giftware. My wife bought a display of 200 collectible dolls and put them in our window displays. I thought she was crazy but they sold out. Now we sell things like ladies hats and purses and wives come in to shop with their husbands.

What made you decide to tackle such a large-scale renovation? We bought the building next door to ours and thought we’d just put some paint on it and clean and fix it up a little for four to six months. It ended up taking us almost eight years to complete.

What did the renovation entail?

The building had a wooden floor but only half was solid wood, so we completely pulled up the other half and put in a stained concrete floor. We did all the work ourselves from plumbing and electrical to tearing down walls. We’d

Above: The store was named Best Façade Renovation Finalist by the Arizona Main Street Project.

Right:: The front door is fashioned out of an old hammer and a combination wrench that is welded to a brass plate.

put up molding and then decide it didn’t match the period, so we’d start over three or four times. We would paint walls and then repaint one section a different color. We were going to do it the right way, no matter how long it took. We always had the windows along the front decorated but had plastic draped behind so people couldn’t see the renovation work going on behind. People were curious and kept asking us when we were going to be finished. Then when we had the grand opening everyone was amazed at the transformation. We still get customers who say they can’t believe what we did to the building. How much did the renovation cost? I don’t know and probably don’t want to know. Cheryl keeps joking

dealeR PRofile

Upper Left: Locals donate antiques such as school desks that are then displayed around the store.

Lower Left: Outdoor furniture is a niche category, while antiques such as pedal cars are on display overhead.

Upper Middle: While shopping for nuts and bolts customers encounter a real fire hydrant and an old fire pole.

Lower Middle: The giftware department features ladies hats.

Upper Right: Customers love seeing the unique items such as a high wheel bike or old movie theater seats.

Lower Right: During the renovation part of the old floor was completely removed and replaced.

that we’ll never be able to retire because we spent all our retirement money on renovating the store.

How did you end up with so many unique features in the store? We put stuff in the building just to make it unique. I love unique things and hate run-of-the-mill stuff. We took a trip to Oregon and stopped at half a dozen hardware stores just to get ideas. I’m in awe of the unique things I see. I bought some old parking meters and set them around the floor. The public bathroom is decorated with pipe fittings. The ramp railing is made out of old copper pipe. We have big neon lights like a movie theater marquee and three sets of theater seats, each with a different theme

Left: A working streetlight is on display along with antiques such as old television sets scattered around the store.

Right: An old jail cell door complete with working lock is found on the sales floor.

and different color painted to match the décor of the store.

How does your store’s unique features tie in with store branding? It works for us. We don’t do any advertising; it’s all word of mouth. There are a lot of snowbirds out here who bring visitors with them just so they can see the store, and we end up making a lot of sales that way with giftware. The historical museum down the street sends in people to check out the store. It’s a pride thing with me now. We have created a go-to place that people want to see and it’s a fun place to shop. I take ideas from other people and try to make it unique to us. Our approach is to make sure the entire store is filled with uniqueness to encourage customers to shop throughout. People constantly tell us, “I didn’t know you had this.”

Where do the antiques come from? The store is filled with antiques that have all been donated by locals. Most everything is pretty unique

Dealer Profile

including old typewriters, books, kitchenware, fire extinguishers, pedal cars, toys, snow sleds and a two-man log-cutting saw. We put tags on the antiques with the donor’s name and how they got it. We get a lot of offers to buy the antiques even though they’re marked as not for sale.

What family members are involved in business? In addition to my wife, Cheryl, our daughter, Linsey Woodmansee, is the store manager at Florence while our oldest son, Bruce, is manager of the Gilbert store. Our youngest son worked in the store but decided to be a dentist.

What are the biggest challenges facing your business? The marketplace and competition. It’s become such a dog-eat-dog world at retail. The Florence store doesn’t have big boxes close—the nearest is 20 miles away— but Gilbert has four Depots, three Lowe’s, a Walmart Supercenter, regular Walmart and three independent hardware stores within five miles. n

Product Spotlight NHS

This year’s National Hardware Show in Las Vegas was again filled with hot new products. The following pages contain details on eight innovative products spotted at the Hardware Show that offer sales potential. Click on the links to the vendors’ web sites and discover if these new items are the right fit for your business.

LEAKFREE WATERING SYSTEM

• Connecting the LeakFree system is easy to do and requires no tools. Start by attaching the LeakFree faucet-to-hose connector to the faucet and then to the LeakFree hose.

• To attach the watering tool just push, turn and lock the LeakFree components in place to ensure a watertight seal.

• LeakFree is a complete watering system that is convenient and easy to use. To get started, all you need is the faucet-to-hose connector, LeakFree hose and any LeakFree watering tool.

SELF-STANDING BAGS

• Heavy-duty project bag that is extra thick, extra strong and makes even the toughest projects easier to tackle.

• Made of high-performance resin at least 10% thicker than other bags and able to hold 200 lbs. or 42 gallons of waste.

• Sturdy side walls and a square bottom allow Self-Standing Bags to stand even with a minimal fill.

• Packaged with zip ties for easy closure after use. The Gorilla Glue Co. www.gorillatough.com 800-276-0771

SUPERFLEXX™ STAINLESS STEEL PUTTY KNIVES AND TAPING KNIVES

• Combine rust-free durability of stainless with flexibility needed for working with lightweight materials.

• Tools are available in blade widths ranging from 1-½ to 6 inches and have a premium, softgrip handle that will hold up well to prolonged use.

• SuperFlexx™ tools have blades with 54 Rockwell C hardness and are ground to specifications that provide a combination of flexibility and strength. This proprietary process has created a set of tools that are durable, flexible and rust-resistant.

• Rivet-free handles means the SuperFlexx™ blades will never loosen with use, and compound will not build up around rivets, making cleaning easier. The handles also have a Hammer Head® end for resetting popped drywall nails and screws.

CRESCENT® BULL BAR™ DECK AND SIDING TOOL

• New addition to the Code Red line of renovation and demolition tools, the Bull Bar has a double fork design with teeth that grip the edge of the board, allowing you to pry on both sides with even pressure for swift removal.

• With the touch of a button, the indexing joint changes positions, allowing the user to easily select the best angle for maximum leverage and access. Plus, a robust built-in nail puller will uproot stubborn nails.

• Built with proven strength and durability, the Bull Bar is tested against ASME standards and boasts a 500-pound force rating. The heavy steel design and oxidized finish resist rust and protect the bar from the elements.

• The Bull Bar will be available for purchase this October in time for fall renovation or demolition projects.

Apex Tool Group

FLOOD BARRIERS

• No need for sand or labor filling sandbags. Simply expose selfactivating Flood Barriers to fresh water. They absorb water and grow to full size at 3.5” in 5 minutes.

• Swelled barriers contain and divert flood water. Contains a super absorbent powder that gels water (not for use with salt water).

• Stack 3 to create a sturdy 7” high protective barrier.

• Safe, non-hazardous and decomposes over time. Lasts for up to 8 months of continuous use.

Consumers are buying more and more pet products—and that’s good

for hardware retailers. By stocking and selling products for this fast-growing market, you can ensure a year-round revenue stream while you give your pet-loving customers more reasons to do business with you. Shop a huge variety of product categories and attend retail specific seminars at the top-notch education program. Go get it—register today.

NHS PRODUCT SPOTLIGHT

3-IN-ONE TELESCOPING MARKSMAN SPOUT

• Delivers oil precisely where it’s needed—and nowhere else.

• A simple twist of the spout allows for easy on and off closure control.

• Spout extension offers more than 6” of extra flexibility for those hardto-reach places.

• In response to users’ requests, the new ergonomically shaped bottle is easier to use and its compact size fits easily in toolboxes.

WD-40 Company www.3inone.com 888-324-7596

SUN POWER CHARGER

• Use Sun Power Bank 300 charger to charge your smartphone, tablet, MP3 player, GPS, camera or other digital device on the go.

• Ultra high-efficiency solar panel— 21.5% efficiency with broad light spectrum provides up to four times the charging power of traditional solar panels.

• Built-in LED light swivels to function as a high power flashlight or reading light.

• High-capacity lithium battery charges a cell phone up to three times without recharging.

FROM REPAIR TO ONE-OF-A-KIND MASONRY WORK, THERE’S A SAKRETE® SOLUTION FOR ALL YOUR CONCRETE PROJECTS.

SAKRETE® Flo-Coat Resurfacer is a highly flowable material that can be easily applied with a squeegee, making old concrete look like new again without the expense of replacement. The originator of pre-mixed bagged concrete, SAKRETE® has offered contractors and do-it-yourselfers innovative, readily available solutions longer than any other brand. Let us help you find the right product for your project. Visit us at sakrete.com or call 866-725-7383.

GECKOTECH™ REUSABLE HOOKS

• Rubber base of GeckoTech™ Reusable Hooks is made of revolutionary micro-suction technology, which allows the hooks to securely adhere to surfaces without damaging it.

• The clear hooks can be used effectively on painted surfaces, glass, stainless steel, tile and more for limitless organizing and decorating in any room of the home.

• When it’s time to redecorate, the hooks can be reused by peeling back an edge of the hook and re-applying to the new area.

• Available in ½-pound, 3-pound and 5-pound options. GeckoTech Products/ShurTech Brands www.GeckoTechProducts.com 440-937-7000

beacon awards

The Hardwareconference Brings the Industry TogeTHer

Click to Watch and Learn More About The Hardware Conference

This year’s Hardware Conference, scheduled for September 5-7 in Marco Island, Fla., will continue building on tradition, as the industry’s largest gathering of independent retailers will be celebrating its 26th year. Tom and Dale Chasteen have been putting on The Hardware Conference every year since 1988, and they know how to throw an industry party that offers something for everyone.

Upper Right: The Hardware Conference is held at the Marco Island Marriott right on the beach.

Lower: Join your fellow dealers in beautiful Marco Island, Fla.

Upper Left: Key vendors participate in the event with tabletop exhibits.

THe HarDware ConferenCe is open To any independent retailer, regardless of wholesaler affiliation. ace, orgill and True Value all support the Conference, as do the 90 or so vendors who participate with tabletop exhibits. This year’s event will again feature a key enhancement. a new recognition program was developed for 2013—the Beacon awards, which will be co-sponsored by The Hardware Conference and The Hardware Connection with special sponsorship support from apex Tool Group, sunnyside Corporation and epicor.

Upper: This year’s banquet on Friday evening will showcase a first-class awards ceremony featuring the winners of the Beacon Awards program.

Middle: Two open dialogue sessions provide a forum for retailers to exchange ideas on key industry issues.

Lower: The hospitality suite is on the penthouse level overlooking the beach and Gulf, giving attendees a beautiful setting for casual talk.

The Beacon awards will recognize the industry’s Best new stores, as well as retail Beacon award winners from participating wholesalers. The Beacon awards banquet will be held friday evening, september 5, at the Marriott Marco island.

Beacon award winners will receive all-expense paid trips for two to the 2014 Hardware Conference including conference registration, airfare, hotel and meals. They will also receive a special Beacon award plaque and be featured in The Hardware Connection.

Hurry—the nomination deadline for the Best new store awards has been extended to June 15. nomination

materials should be emailed to Tom Delph, Beacon awards program director, at tdelph@thehardwareconnection.com.

“i’ve lost track of how many conferences i’ve attended, but i keep coming back because i learn something every year. The relationships that are built at the Hardware Conference are long lasting,” says rick Heuser of Handyman Hardware in st. Cloud, fla. “Markets are so rushed; i don’t have the time to study each booth thoroughly. The Hardware Conference gives me that time.”

Marquee sponsors for this year’s event include The Hardware Connection, wooster Brush, Krylon, The Hillman Group, Gilmour and the Miami Children’s Health foundation. Vendor booths are auctioned off saturday night with the proceeds benefiting the Miami Children’s Health foundation.

for more information on attending the 2014 Hardware Conference, call Tom or Dale at (305) 8530049 or go to www.thehardwareconference.com. n

Schedule of Events

Wednesday, September 3

Vendor Only Meeting 10:00 AM - 3:00 PM

Technology Forum, Vendor and Dealer Registration 2:00 PM - 4:00 PM

Thursday, September 4

ECi RockSolid, Epicor & J-3 POS Technology Forums - Dealers 8:00 AM - 5:00 PM

Technology Forum, Vendor and Dealer Registration 8:00 AM - 12:00 PM

Vendor Set Up 9:00 AM - 4:00 PM

Technology Forum, Vendor and Dealer Registration 2:00 PM - 4:00 PM

Hardlines Meeting 4:30 PM - 6:00 PM

All-Industry Cocktail Reception . .

Friday, September 5

Vendor Set Up . . . . .

Vendor and Dealer Registration .

Fred Pryor & Associates Computer Training .

Ace Hardware Dealer Meeting/Luncheon .

True Value Dealer Meeting/Luncheon .

6:30 PM - 8:30 PM

8:00 AM - 12:00 PM

8:00 AM - 5:00 PM

8:00 AM - 10:30 AM

10:30 AM - 2:00 PM

10:30 AM - 2:00 PM

Fred Pryor & Associates Training 1:30 PM - 3:30 PM

Dealer Seminar - Vendors Welcome 4:00 PM - 5:30 PM

Cocktail Reception 6:00 PM - 7:15 PM

Beacon Awards Banquet Dinner 7:15 PM - 9:30 PM

Duracell Hospitality Suite Open 9:30 PM - 11:30 PM

Saturday, September 6

7:00 AM - 8:00 AM

Exhibit Areas Open 8:15 AM - 10:00 AM

Open Dialogue 10:15 AM - 11:30 AM

Krylon Golf Outing 12:00 PM - 5:45 PM

Beacon Award Winners Private Luncheon 12:30 PM - 2:00 PM

Wooster Brush - Day at the Beach 12:30 PM - 4:30 PM

Duracell Hospitality Suite Open 1:00 PM - 5:30 PM

Minwax Shelling Excursion 2:30 PM - 4:30 PM

Cocktail Party 6:15 PM - 7:15 PM

Kids’ (ages 4-12) Night Out

6:15 PM - 10:30 PM Key West Buffet Dinner and Auction

Duracell Hospitality Suite Open

Sunday, September 7

7:15 PM - 10:30 PM

10:30 PM - 11:45 PM

7:00 AM - 8:00 AM Exhibit Areas Open

8:15 AM - 10:00 AM

10:15 AM - 11:30 AM

Closing Remarks 11:30 AM - 12:00 PM

SEPTEMBER 5-7

3 Days of Networking, Relaxing and Learning

Meet colleagues and new friends at the industry’s largest conference for independent hardware retailers. Share ideas with top retailers on how to grow your business, interact with key vendors on how to increase sales in your store and attend educational seminars, all-industry cocktail receptions and dinners in an exclusive 5-star resort setting.

Learn More About Your POS System at the Hardware Technology Forum

Epicor, ECi Advantage/ECi RockSolid and J-3 POS will offer full-day, hands-on training sessions for their retailers. Bring your tablet or laptop so you can log right into your store as you learn new “tips and tricks” to make your POS software more productive in your store.

Honor the Industry’s Best

Retailers at the 2014 Beacon Awards

The Beacon Awards are an important recognition program that honors the best of the best dealers who represent the future of the industry. Sponsors:

hardlines digest

By John Fix III

GunsDo&Hardware stores Mix?

Spring is in full swing in most of our stores with summer approaching fast. Even though it’s a busy season people found time to head to Hardlines to share their stories and questions.

ConCealed Carry

Guns and politics don’t always mix, but how about guns and hardware stores? Ken Walchak of Clark Devon Hardware in Chicago wondered how stores should respond to concealed carry laws being relaxed in many areas of the country.

Hardware retailers debated what to do about customers carrying concealed weapons in their stores.

“Has anyone dealt with this madness of laws that allow people even crazier than hardware people (an almost inconceivable notion) to wander the streets with concealed weapons? I know from my limited experience in Texas that one occasionally sees a business with one of those signs showing a gun with the red slash through it. Does anyone post that in their own store? It just seems like that is telling crazy people to please not act crazy in your store. An actual invitation to make a scene. What do you do, have a gun check at the front door? Is that just like putting up a keep

hardlines digest

off the grass sign, with potentially more dangerous consequences? Has anyone talked to their insurance company to find out what they recommend? Even the Chicago Police seem unsure of what to recommend.”

Stuart Clark of Clark’s True Value in Plainfield, Wis., wasn’t too concerned. “While there may be minor problems with concealed carry I don’t feel it warrants a reaction. If you put up a sign that no guns are allowed do you think it will bother the criminal or would it embolden him knowing you frown on concealed carry? I’m in rural Wisconsin and I feel safer knowing that some of my friends may be carrying. I have even had customers come in with a pistol in a holster showing. If I was in a high-crime area I would consider having a concealed weapon myself.”

Lex Stevens of Back Bay Hardware in Boston recommended a neutral approach. “If there are laws in your community that allow people to carry guns—either concealed or not—there really isn’t much you can do about it. For the sake of your business, I would suggest you just keep your mouth shut about it, whether you are for it or against it. In my opinion, it is just too controversial an issue to expose your business to.”

Susan Harlan of Vickery Do it Best in Georgia wasn’t worried about guns in the store, but wasn’t thrilled about

other locations. “In Georgia, our legislature has just passed a law, nicknamed the ‘Guns Everywhere Law,’ that allows guns in bars, churches, parts of the airport and some schools. I don’t worry so much about guns being brought into my store; I have seen it before and never had any problem. However, I think a combination of guns and alcohol is pretty lethal and I worry about what lies ahead for our state. If a man will pull out a gun and shoot someone in a rage over texting during a movie or playing your music too loud, I just can’t imagine adding alcohol to the mix.”

Jim Gray of Nashville, Ind., was more confident about gun owners being responsible. “I don’t think you will have too much to worry about on this issue. In all of my years of being around firearms and people who carry firearms I have found them to be level-headed people who take concealed carry very seriously. These are not the type of people who will be wandering around the neighborhood drunk or incapacitated in some other form.”

Gray added, “I am pretty sure that statistics will bear me out that people who carry concealed are a tiny percentage of those who use their firearm outside of the law. For myself, if I am out somewhere with lots of people around, I take comfort in the fact that there might be others in the group who are legally armed.”

HARDWARE PROGRAM Ambassador

The Hardware Ambassador Program was created to bring the hardware industry together to promote the independent hardware retail channel as the most efficient and profitable channel to distribute hardware and home improvement products and services.

• View Vendor Product Listings by Wholesaler

• Ability to Download Product Listings by Wholesaler Directly into Retailers’ Point-of-Sale Computer Systems

• Check Out Vendor Profiles, Informational Videos & Product Reviews

Click Here to Learn More and View Vendor Product Listings by Wholesaler

Ample parking is a prized feature of Clark Devon Hardware in Chicago.

hardware store editorial

An interesting discussion got started after Rob Seery posted a link to an article in the Boston Globe that lamented the closing of a local hardware store after 92 years and pointed out how small, neighborhood hardware stores play a vital role in a community that cannot be replaced by online sellers or big-box retailers. Click here for the article: http://www.bostonglobe. com/opinion/editorials/2014/05/09/ hardware-stores-barometer-civichealth/iSJysp3YAI3i9OQfgt2QNN/story. html?s_campaign=8315

Bob Brame from Cadiz Hardware in Kentucky shared his thoughts on the article. “First, readership of newspapers is at an all-time low—they are probably in worse shape than our industry. The article has a lot of good information in three paragraphs. As the chairman of the local planning commission, I am in charge of the comprehensive plan for our community. I just got the 32-page economic outlook from the university doing the economic portion of our plan. It is very frank—the playing field is quickly changing. They still feel mom and pop

businesses are important, but the businesses they are talking about are less than $500,000 in sales and in many cases a part-time job for the family and one or both of the family members also hold down paying jobs.”

Brame continued, “It was interesting to me that they didn’t list a hardware store or lumberyard as a viable entity in our community. We get compliments all the time, but then those same people will buy off the internet or the big boxes. I had a woman call this morning. Her daughter had bought a statue from us eight years ago and she wanted another one. She went on to tell me that she looked it over for a tag or a name so she could order over the internet, but she couldn’t find so she wanted me to get her one…at a reasonable price. UGGGH!”

Jan Rupinski of Anco Home Corporation in New Jersey singled out a quote from the editorial: “If I need 6 screws, I shop local. The big box stores only have 20 in a sealed container.”

Rupinski responded, “These comments make me groan all the time, I think people are programmed to know what they are going for in the box stores, but come to our stores (reluctantly or nostalgically) for the free advice. Business is good, but experienced staff to answer all those time-consuming questions is rare and overpriced.”

Walchak from Clark Devon Hardware had seen the editorial. “One of the things we keep coming back to

hardlines digest here in the middle of the city is the issue of parking. For years now, we have struggled with this issue. We attribute part of our success to the fact that we have our own parking lot. It is a rare and almost priceless feature for inner city businesses, and we guard it jealously. Without parking, it is increasingly difficult to compete these days. I have no idea what the solution to this problem is, as at least here in Chicago the concept of city-owned public parking lots has been tried and abandoned. In addition our city seems to be in passive-aggressive rebellion against the privately owned parking meter sellout negotiated by our previous mayor. So that system seems ready to collapse.”

Walchak added, “I have a friend who is a ‘shoe addict’. She calls Saks Fifth Avenue, buys her shoes and then does a drive by, where someone meets her on the street, and throws her shoes in the open car window, so she doesn’t have to park and go in to the store. Perhaps there is a lesson there for hardware people in crowded urban settings. How I drool when I see stores with almost unlimited parking, and outdoor power equipment sitting outside, along with pallets of lawn and garden supplies. One more reinforcement of the role that niches play in all of our efforts to remain viable in the face of the competitive onslaught from the big boxes with unlimited space, size and pockets.”

Dick Beal of Florida shared his perspective. “Perception is reality in today’s market. Let’s face it most hardware stores are located in very inconvenient locations. My store is in the middle of the block on a very busy road (+40K cars/day) with no turning lane or traffic light as opposed to the boxes that our various governments provided free traffic lights and multiple turning lanes. Customers have told me for years, “I take my life in my hands every time I turn in here.”

Beal added, “To overcome the above an owner has to think like a customer and give them multiple reasons for coming to our store, secondly keeping your name out there via every means possible as our customers tend to forget us and lastly niches—niches lead to riches. As a politician from Texas so eloquently said, ‘There’s nothing in the middle of the road but yellow lines and dead armadillos (plus more than a few dead hardware stores).’”

These are two of the many topics discussed during the past few months on Hardlines Digest. To read more or subscribe, go to www.hardlinesdigest. com. Hope to see you on the list. n

John Fix started Hardlines Digest in 1996. The list was run for many years using servers in John’s hardware store, but recently the list migrated to Google Groups. There are currently more than 1,500 subscribers reading Hardlines Digest.

ELECTRICAL / LIGHTING TRENDS

Sales of Light Fixtures

(Independent Hardware Channel) 12 Months % Change vs. Year Ago Light Fixtures: Units

Fixtures:

Source: Vista Information Services, div. of Epicor Software Corp.

Unit Sales Breakdown for Light Fixtures

Total of 2,480 Items with Sales

LED tEchnoLogY is thE WAvE oF thE FuturE

Lighting uses about 10 percent of the energy consumed in the average home, costing more than $100 a year to operate annually. Incandescent bulbs are all but phased out now (as are halogen PARs and select linear fluorescents), and upgrading 15 of the inefficient incandescent light bulbs in a home could save the average homeowner about $50 per year.

The two most common alternatives to incandescent bulbs are compact fluorescent and LED (Light Emitting Diode). “The biggest problem is that consumers are confused. They just want something that works,” says Kevin Shevlin, marketing manager at 3M. “The industry has had limited success educating consumers on what bulb they should get. Some people literally just remember the color of the package they buy.”

Industry experts see mass adoption of LED technology by consumers within four to five years, according to Shevlin. Consumers didn’t take to compact fluorescent lights due to the fact they contain mercury, feature slow startup, have a low average CRI (Color Rendering Index) and tend to give a green and blue hue to everything.

LED bulbs used to be limited to applications such as instrument panels, electronics and Christmas lights,

Place energy-saving bulbs on an endcap to start educating consumers about their options as a result of the new energy standards.

but they are now available with standard bases that fit common household light fixtures.

Prices will continue to come down for LED bulbs, but Jim Hardaway, vice president of Viribright Lighting, says consumers should be more worried about quality. “There are over 500 companies making light bulbs in the United States and there are 7,000 Chinese manufacturers of LED bulbs. The only reassurance consumers have is when they ask ‘do I trust the brand?’”

LED bulbs use only 2-11 watts of electricity, which is significantly less than that of incandescent or CFL bulbs. All LED bulbs claim to last 25,000 hours, but quality differs greatly. “It’s all about temperature and light management to maintain longevity. Some manufacturers go off the LED chip (when making claims about longevity) but we look at the whole system of the bulb,” says Shevlin.

The sky is the limit with smart bulbs and their future use in home automation due to their sophisticated ability to communicate, Shevlin points out. ■

3m™ LED ADvAncED Light

• The 3M LED Advanced Light uses nearly 80 percent less energy than a traditional incandescent light bulb. That means lowered fuel consumption and carbon emissions at the power plant, and smaller electricity bills at home.

• The 60 watt equivalent 3M LED light can save consumers up to $140 of electricity over the bulb’s lifetime.

• Thanks to 3M technology, the bulb emits beautiful, natural-looking light. It turns on instantly, is dimmable, contains no mercury and lasts up to 25 years. 3M www.3m.com 888-364-3577

LED A19 LAmp

• Benchmark LED A19 9.8W bulb with E26 medium base provides up to 85% energy savings over incandescent.

• True omnidirectional A lamp that replicates the look of incandescent and outshines CFL.

• Can last over 25,000 hours, is UL listed and cool to touch.

• Offers no hazardous mercury and approximate lumens is 780-820.

ELEctriciAn’s WiFi inspEction cAmErA

• The eTEQ Tools® inspection camera uses its own wireless signal to display real-time color images on most smartphones or tablets.

• Whether working with wiring inside walls, tracing power sources or repairing electrical devices you don’t want to damage, this versatile product makes it easy to find, diagnose and solve hard-to-reach problems.

• Features a 3’ flexible, fiber optic cable that is water-resistant and non-conductive (up to 500 volts) and a 9 mm waterproof camera with 640x480 image resolution and fully adjustable brightness levels.

• Inspection camera kit includes an IP67 tested probe and ergonomic handle plus 3 probe attachments: magnet, hook and 90° mirror. Powered by 4 AA batteries.

coLor LED BuLB

• TCP has introduced its SmartColor products, including a color LED bulb that transforms to any color in the spectrum.

• The color-changing LED bulb is programmable with music, allowing it to synch with the rhythm of any song, and TCP’s SmartColor technology allows consumers to adjust the color of energy-saving LED bulbs via smartphone or tablet through the TCP mobile app.

• TCP also offers individual color LED bulbs that are available in a variety of colors including pink, blue, green, yellow, orange, purple, pink and red. Technical Consumer Products Inc. www.tcpi.com 800-324-1496

By Fred Fischer technology update

Is Your POS and Computer System Secure?

There has been much written about retail store computer security issues. Many existing or newly sold POS systems feature a minimal computer security package. Too many packages include no firewalls at all. A router that you can buy in the local electronics store is not the solution for a retail store and is usually not a firewall.

How do you know if you have a firewall/router that meets the standards for a retail business and is processing credit cards? If you are not paying for an annual subscription service as part of your firewall, most likely you are at much more risk. If the price of the device is under $200, buyer beware,

The bad guys are really creative. That is why a good firewall includes a yearly subscription service. The definitions are regularly updated to address current threats as the device monitors incoming traffic. In addition, it provides ways to block certain types of websites and spam. With a good device, you can block X-rated websites, sports or social media sites and much more. Depending on how

your network is configured, you can configure specific website blocking by a specific computer.

Access to pre-approved sites can be determined and set by management. Spam and other intrusions are blocked by the subscription service. Threats get updated in the firewall because of the subscription service. As new threats are created, those are included in the new updates. There is a cost for these updates. Usually this type of firewall is a minimum of $500$800 or more with a renewal fee of $300-$500 depending on the size and type of your network.

If you are buying a new firewall, upgrading equipment or getting a new POS system, read carefully. When you see descriptions like “economy” or just the word “router,” that should send up a red flag. A router is not a firewall. And anti-virus software is not a firewall. We are talking about two different things. You need both a hardware/software firewall and an anti-virus software program. Anti-virus software is important. Yes, there are a number of vendors that offer “free” versions of their anti-virus software. If it is free, there is a reason. Free anti-virus is better than nothing, but you are running a business and processing lots of credit cards and you do have liability. Free anti-virus software usually has

limited functionality. If you want all the features, you most likely will have to pay for the more complete version.

When you purchase a good businesslevel anti-virus program, it should offer a control panel that usually runs on the server computer. This way, other users cannot alter or change the anti-virus settings. Virus definitions usually are configured to update every two to six hours. There are schedules that can be set as to when the computers are scanned, quick scans, deep scans and registry scans. There should be a display of the results of the scans, what is quarantined and alerts if something is not working correctly.

If you have an attachment with an email, make sure you know who the sender is before you click to open the program. Windows requires a mouse click to install programs. Know what you and your employees are doing when they get that email that warns of the lost UPS or FedEx shipment, or confirm you store credit card information. In almost all cases bad things will happen. The emails and alerts can be compelling and professionally presented. Be careful. Not all anti-virus programs are equal. Some will slow down your computers and POS system.

Do not use the programs you see on a web browser that says “Free scan of your computer.” Those will almost always find a virus (because they are written to display that info because sometimes it is not even doing a scan) and encourage

you to buy the program after the scan. Many times, those programs are installing bad stuff on your computer. No antivirus product is going to catch all viruses every time. Sometimes the bad guys get in your computer system.

If you are using Windows XP computers, it is time to replace them. As of April 8, 2014, Microsoft quit providing updates for the Windows XP operating system. A Windows XP computer, even if there is only one in your network, leaves the possibility of an open door to your computer network.

There are already numerous computer programs that will not run on Windows XP, because software companies no longer support that operating system. You want software programs that will run on Windows 7 or 8, 64 bit. That is now the standard when you buy a new computer. Windows does support a 32 bit compatibility mode, but that can be risky or may not always work.

The old Fram oil filter slogan “Pay me now or pay me later” is so true with computer security. The cost to fix the computer, possible lost data and down time can easily get into the hundreds and thousands of dollars. The cost of reinstalling the Windows operating system and other software programs can add up quick. Take action now and know you are protected. n

Fred Fischer is president of J3 Point-of-Sale – Ganymede Technologies Corp. He can be contacted at fred@j3pos.biz.

IN THE NEWS

NEW STORES:

• Wallauer’s, a paint and home decorating company with 10 locations, has expanded its Carmel, N.Y., store by opening a 3,000-square-foot Ace Hardware section.

• Art and Martin Ruggiero are opening their fifth Ace Hardware store in Phoenix, replacing a store that had closed under previous owners in Ahwatukee.

• Herb and Gwen Valazquez opened a new Ace Hardware store in Roswell, Ga.

• Mike Lovitto opened Glenview True Value in Glenview, Ill.

• Tom and Jenn Mortell, owners of Timberline Ace Hardware in Telluride, Colo., are opening a new Ace Hardware store this fall in Norwood, Colo.

KUDOS TO:

• Les Orchekowsky, who operates three Ace Hardware stores in Arizona with his wife Kathy, was honored with Ace’s first-ever Ray A. Griffith Retail Leadership Award.

• Hill Hardware in Amherst, Va., is celebrating its 100th anniversary.

PEOPLE ON THE MOVE:

• Christine Robins has joined Char-Broil as president and CEO.

•

Do it Best Corp. has promoted Rich Lynch to vice president of marketing. He joined the company in 2011 as retail marketing director. The co-op also named Gary Hoffman national multi-location sales and business development manager and hired Eric Knox as regional sales and business development manager.

WHOLESALERS IN THE NEWS:

• Ace Hardware Corp. celebrated its 90th anniversary with a national promotional event. President and CEO John Venhuizen said, “I believe our five founders would be exceedingly proud to see the small business success and servant hearts of Ace beating strong after all these years.”

• PRO Group elected two new board members: Chris Beach,

Eric Knox

Rich Lynch

Gary Hoffman

IN THE NEWS

president, CEO and chairman of The Bostwick-Braun Company; and Laurence Meadows, founder and former chairman of American Exteriors.

• True Value Co. announced compstore sales increased 7.3% in the first quarter, while revenue rose 6.0% to $331.5 million. Net margin was up 125% to $900,000 and gross billings increased 3.6% to $460.1 million. The co-op installed new paint colorant systems in about 1,000 stores, according to CEO John Hartmann.

• Do it Best Corp. reported attendance was up 15% for its May Market, which also featured estimated sales of $7.5 million for the Sneak Peek event Friday night. The co-op also recognized its Waco, Texas, Retail Service Center for recording a fourth consecutive year without any lost time due to a safety incident or injury.

• Ace Hardware Corp. reported record revenues of $1.1 billion for first quarter 2014, up 16.8% from last year. Net income rose 454.5% to a record $24.4 million and total debt decreased $46.8 million to $296.5 million.

OTHER NEWS:

• The Hillman Companies has been purchased from Oak Hill Capital Partners by CCMP Capital Advisors

for $1.475 billion. Hillman’s current management team will remain in place.

IN MEMORY:

Charles “Stan” Hardman

Charles “Stan” Hardman, the retired president and chairman emeritus of Hardman Supply Company in West Virginia, passed away while in hospice care in North Carolina on April 22 at the age of 69. Stan was a third-generation retailer who spent 45 years in the family hardware business, which he helped develop into a six-store chain with his brothers Tom and Fred after taking over for their father, Charles Hardman. Hardman served as chairman of the board for Do it Best Corp. as part of a long, selfless career of giving back to the industry. He also served as president of the Hardware Association of the Virginias and on the advisory board of the Home Center Institute, taking the time to mentor and learn from many of his fellow retailers. Stan was named Roane County Citizen of the Year in 1992 for his contributions

“I created Hardlines Digest in 1996 as a way for my fellow retailers to swap tips about the nitty-gritty of running an independent hardware store. Today, it’s grown to a community of thousands of independent hardware store owners just like you. I hope you’ll join today and start sharing your own expertise.”

John Fix Owner, Cornell’s

Hardware Eastchester, NY

IN THE NEWS

to the community. In addition to his wife of 45 years, Donna, Stan is survived by his brothers Tom and Fred; daughters Jamie Loving and Gwendolyn Lowry; and four grandchildren. Memorial gifts can be made to WVU Foundation, In Memory Of Stan Hardman, 1 Waterfront Place, Morgantown, WV 26501; or the Multiple Myeloma Research Foundation, In Memory Of Stan Hardman, 383 Main Ave., 5th Floor, Norwalk, CT, 26851. For more click here.

• Robert F. Jones, president of Jones Ace Hardware in Shamokin, Pa., passed away March 12 at the age of 73. In addition to serving as Northumberland County Commissioner, Jones helped the family hardware business navigate increased competition from mass merchants after becoming president in 1980, changing the focus from wholesale to retail with the opening of the area’s first home center. Jones represented the third generation of the family to own the business, which turns 100 years old in 2015 and now includes three hardware stores. Jones Ace Hardware received the President’s Cup and

National Six Star awards from Ace Hardware Corp. in 1997.

• Al Kalapinski, who spent 40 years in the hardware industry in management positions with Stanley Tools, Thermos, Homelite, Irwin and American Tool, passed away April 7 at the age of 78.

• James Hance, owner of Hance Ace Hardware in Hopkins, Minn., was killed in a car accident on April 16 after being hit by a driver allegedly under the influence of drugs or alcohol. He was 75. The thirdgeneration owner and U.S. Army veteran had run the business for more than 50 years. He had a 50-year perfect attendance record with the Rotary Club and was twice named a Paul Harris Fellow for his gifts to Rotary Foundation. He is survived by his wife, Mary, four sons, three daughters and 10 siblings.

FOR THE FULL STORY:

• The smart way to shrink your store. Click here.

• Rudy Rosales, owner of Rudy’s True Value Hardware in Cleveland, explains why he is retiring and donating the contents of his store to Habitat for Humanity. Click here.

• Nyberg’s Ace Hardware in Sioux Falls, S.D., handed out 1,000 roses to honor U.S. military veterans. Click here.

UPCOMING EVENTS

JUNE

House-Hasson Hardware Summer Dealer Market

June 19-21, Sevierville Events Center, Sevierville, Tenn.

PRO Group Merchandising Conference

June 16-18, Embassy Suites Hotel at Centennial Olympic Park, Atlanta

United Hardware Fall and Winter Buying Market

June 13-15, Minneapolis Convention Center, Minneapolis

West Coast Lumber & Building Material Association Golf Tournament

June 5, Rancho Solano Golf Course, Fairfield, Calif.

JULY

Atlanta International Gift & Home Furnishings Market

July 8-15, AmericasMart, Atlanta

World Pet Association SuperZoo

July 22-24, Mandalay Bay Convention Center, Las Vegas, Nev.

www.SuperZoo.org

AUGUST

Florida Hardware Fall Market

August 23-24, Doubletree Hotel & Convention Center, Orlando, Fla.

Handy Hardware Fall Market

August 21-23, Henry B. Gonzalez Convention Center, San Antonio, Texas

HDW Fall Market

August 8-10, Shreveport Convention Center, Shreveport, La.

Orgill Fall Market

August 14-16, McCormick Place, Chicago

SEPTEMBER

Ace Hardware Convention

September 17-19, Orange County Convention Center, Orlando, Fla.

Blish-Mize Fall Market

September 19-20, Overland Park Convention Center, Overland Park, Kan

Horizon Distribution Annual Dealer Market

September 5-7, Yakima Convention Center, Yakima, Wash.

Jensen Marketplace 2014

September 10-12, Spokane Convention Center, Spokane, Wash.

Monroe Hardware Fall Dealer Market

September 20-21, Myrtle Beach Convention Center, Myrtle Beach, S.C.

PACOA 2014 Fall Dealer Show

September 13-14, Queens College, Flushing, N.Y.

The Bostwick-Braun 2014 Fall Dealer Market

September 25-27, Seagate Centre, Toledo, Ohio

The Hardware Conference

September 5-7, Marco Island Marriott, Marco Island, Fla.

www.thehardwareconference.com

Send calendar dates to chris@thehardwareconnection.com

License to entertain customers

A number of years ago, a new customer at Cedar Center Hardware in South Euclid, Ohio, asked owner Lenny Goldfarb if he would help install his new Ohio license plate. The customer’s old Delaware license plate was left at the store.

Goldfarb left the plate on the counter for a while, and soon other customers started bringing in their old plates. After a year, he started displaying them. “It just snowballed from there,” Goldfarb says.

He now has more than 1,000 plates on display and another 1,000 in storage, including plates from all 50 states, every Canadian province, about half of the Mexican states, Indian reservations, Cuba, Guantánamo Bay, Caribbean islands and plates from Europe, Africa, the Middle East and the South Pacific.

Cedar Center Hardware displays more than 1,000 license plates from around the world.

Although Goldfarb buys many of the plates on eBay, at flea markets and antique stores, his favorites are the ones his customers bring in. He is currently on the lookout for Ohio plates from 1908, 1909 and 1910.

store safety Day

a success

In May Woydziak Hardware in Lyons, Kan., held its first safety day at the store in conjunction with other local businesses. More than 70 families had their kids’ photo taken for an ID card and the photos and information are now on file with local law enforcement.

Kids were able to learn fire safety tips by walking through the fire safety house and families also got to enjoy face painting, food and drinks.

Owner Jason Huddleston was inspired to create the event after an incident involving a young girl and a home

Above: Kids learned fire safety tips by walking through the fire safety house.

Left: Woydziak Hardware conducted a successful safety day in Lyons, Kan.

invasion in the town. He says the event was such a big success he plans on making it an annual event.

creative merchanDising Wins contest

Last October when Gorilla Glue launched its national television advertising campaign they also launched a contest with their retail customers to win a first-ever visit from the Gorilla. Retailers had to send in a photo of

their most creative visual display of Gorilla products and SJ Neathawk Lumber in Lewisburg, W. Va., emerged as the winner.

On April 25-26 the store held its 13th annual Home Solutions Expo, which attracts customers from all over. The Gorilla was on hand to entertain customers.

Melissa Routson, Stephanie Myles and Janet Neathawk pose with the Gorilla in front of the winning Gorilla Glue display at SJ Neathawk Lumber.

Behind the Numbers

83%

Percentage of respondents who said they pay attention to whether a product is labeled “Made in the USA.” Also, 76% said they would be more likely to buy something with that designation, according to a survey of U.S. shoppers conducted by Perception Research Services International.

80%

Percentage of U.S. consumers who prefer items made in America and are willing to pay more for them, according to consumer survey by Boston Consulting Group. Also, 63% of people would be willing to pay more for hand tools “Made in America.”

$67.5 billion

Amount small businesses save each year by using mobile technologies such as smartphones, tablets and mobile apps, according to the AT&T/Small Business & Entrepreneurship Council.

53%

Percentage more “likes” generated by photos on businesses’ Facebook pages compared to the average post, according to study by marketing software service HubSpot.

26%

Percentage of e-commerce transactions that will take place on mobile devices by 2017, up from 0.09% today, according to American Express CEO Kenneth Chenault.

$58.5 billion

Size of U.S. pet industry spending in 2014, up from $55.7 billion last year, as projected by the American Pet Products Association.