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Gaulks, sealants & adhesives can be profitable
lA AULKS are used for windows, \, doors and bathtubs. The range of sealants and adhesives, though, is much broader. Each product has its particular applications.
With so many products, don't let customer confusion block a sale.
Story at a Glane
Ways to make buying caulks, sealants and adhesives easy ior the customer. inbrmation and cross rnerchandising with re labd prcducts arc musts.
up so they remain looking good and organized," says Thomas. "lf they're lying down, the label print might smear or the tubes might crease so it looks as if they've been used." Upright containers also are more eye catching.
But the key to caulk, sealant and adhesive sales is cross merchandising. "You don't buy it without a project in mind," says Dan Nixa, marketing manager for Macco Adhesives. "Not many people walk into a store to pick up 10 tubes of Liquid Nails just to have around the house. It's very project specific."
tising. Yet as the products become increasingly easy to use, they make nice additions to sales circulars. "They're good products for advertising. Tubes of caulk are great to sell at a real good price or to give away for promotions," says Thomas. "Now that they're easier to use, people are using them more freely. Everyone thought silicone was not the easiest thing to use."
Direct advertising and promotions to the correct buyer. "There are two different types of buyers: the
"Consumers are often leery about purchasing these products," says Tammy Thomas at MacklanburgDuncan. "lt can get very technical and consumers need help in choosing the correct product for their needs."
Utilize product cards which tell what the product is and what it's used for and on. Selector charts and cross reference charts can be helpful. Slide charts can help buyers determine how much of a product will be needed. Headers can both sell and educate. Entire displays with signage are available.
"We try to take much of the guesswork out of choosing with our labeling," adds Thomas. "lt says if it's a 15 year caulker, a 25 year or a 35 year caulker."
Many manufacturers offer wire dividers so tubes can stand upright on the racks. "Tubes should stand
Position from a small selection to a stack of cases next to related products. Caulking can go by the windows, doors and bath products. Put adhesives near the mouldings, paint, subflooring, plywood, decking and floor and wall tile. Small squeeze tubes of adhesive make good impulse items.
For the most part, caulking, sealant and adhesive companies don't spend much on consumer adver- building material buyer for adhesives and the paint/sundry buyer for caulking," says Nixa.
While an equally viable target, contractors are more difficult to reach. "Contractors go in the back door, pay by charge and walk out," Nixa says. "The contractor desk is a small area. There's not much room for displays, so dealers will usually show high end items like $300 or $400 power tools. You can't blame them. A tube of caulk goes for $3 or $4. A tube of adhesive, maybe 900 to $1.69."
They're low end items, but they can be profitable ones when added to project sales.
