2 minute read
High fashion door & window merchandising works
I\OORS and windows have moved into the big time. l/Homeowners are using them to add sophistication, fashion and technological integrity to their homes. Dealers are discovering that they can add many dollars to the till if they are marketed with a flair.
The result is a flurry of door and wirldow boutiques or shops-within-a-store, springing up across the country. Dealers are getting the message that customers want to see the merchandise and try it out before placing an order. When they're spending hundreds or, in some cases, thousands of dollars, they demand more than a picture and a catalog description.
The dealer in many cases has become a partner with the contractor, architect, specifier or remodeler as these professionals send clients to the store to select doors and window styles. The store's stalT assumes the job of explaining benefits, displaying styles and features and writing the order.
More and more stores are frnding that customers respond favorably to an upscale setting. They want to see the actual door and window products and experience hands-on use. They appreciate carpeted floors, potted plants and accessories such as fine hardware. Entry systems glamorized with shingle trim and handsome carriage lamps have more buy appeal than a door simply leaning against a wall.
Shamrock Building Supply, Inc., in Oldsmar, Fl., near Tampa, specializes in windows, doors and more using a 3000 sq. ft. showroom. Displays are grouped but related with a flow that "leads the customer through the product mix," says Dave Pauley, general manager.
Service is the prime goal of the two sales people who handle both inside and outside sales. The store perceives itself as a liason between builder and architect and customer. In addition to displays, they maintain a complete library of catalogs and design books. An assortment of free literature is available.
New home construction accounts for the majority of the 600/o contractor business. Remodelers, d-i-yers and consumers comprise the remaining 400/0. "We concentrate on the high end market," Pauley explains.
In addition to the complete showroom which displays "every Andersen window made" in addition to Nicolai, Atrium, Peachtree and Simpson doors and E. J. Smith stairparts, Shamrock operates a custom shop to fill special requirements.
Stottlemyer & Shoemaker Lumber Co., Sarasota, Fl., is another dealer which has converted to the door and window boutique concept. The 40x50 ft. carpeted area has windows built into a wall to simulate a home setting. Basic gliding, awning, casement, double hung and circle top windows plus all the options available are mounted so that they can be operated. All are stained, varnished, painted and trimmed to duplicate a home installation.
Greg Watson, manager of the department, handles sales with one salesperson and a secretary. As a stocking dealer, they can provide immediate delivery, he explains, or build customer styles such as bay and box bay in their shop. New construction accounts for 800/o of the sales with remodelers and d-i-yers equally splitting the remaining 200/0.
Story at a Glance
How dealers use boutiques to sell doors and windows . . ways to position your store as a link between customers, contractorsand builders. ideas you can use for displays and advertising.
Watson's advertising program includes publications such as the Sarasota Magazine, newspapers (especially for truckload sales) and direct mail flyers. When asked about competition from window stores, Watson replied, "We are more competition to the windows only stores than the other way around."
The outstanding showroom combined with the high expertise of the staff accounts for their success, he explains. Watson is lavish in his praise of the training program offered by Andersen Windows at Bayport, Mn. In addition, he conducts in-house training and takes advantage of educational programs offered by other suppliers.
If sales of doors and windows for new construction slack off, Watson is prepared to fill the void with sales to remodelers and d-i-yers. The store offers help in measuring as well as guidance in selecting and installing. They also maintain a list of contractors willing to do installation only.
With door and window sales forecast to continue strong, it is time to evaluate the available options.
