Page 5 - Profit Lines: Issue 12

Take the salesfloor outside.
shoppers a while before they actually step
inside Whitmore Ace Hardware. For much
of the year, an area in front of the store
Get kids excited.
4
is set up with live plants, patio furniture,
In addition to a brontosaurus,
grills and lawn and garden accessories.
Beisswenger’s is also home to a raptor
It is full of merchandise and is attractive
prowling among the birdbaths and prairie
so customers want to stop and browse.
grass. Children visiting the store love to see
“We’ve created an open-air market look,”
the dinosaurs, along with a Bigfoot, giraffe
says Laurie Becker, director of marketing,
and lion. In the meantime, parents are free
who works with managers at all six of the
1
Bulk up.
to browse the store’s extensive offering
At Whitmore Ace, outdoor signage and
business’s locations in northern Illinois to
of lawn and garden goods. According to
stacks of soil and fertilizer let customers
create outdoor displays. “We put add-on
know right away: This is a lawn and garden
Neumann, the store’s purchase of the
products on display alongside the live goods
destination. Stacking bagged goods outside
dinosaurs four years ago coincided with
a store sends the message that it’s the place
so customers are not running all over trying
the release of one of the “Jurassic Park”
where customers can get as much as they
need and that prices will be competitive.
movies. “Our local Dairy Queen borrowed
to find what they need.”
Becker is strategic with the layout of the
the raptor for a promotion they were doing
Bulk up.
pallets, too. “We lay out the parking lot
in conjunction with the movie,” he says.
with the best soil toward the greenhouse,
“It’s been worth the investment just for the
Cross-promote.
putting them closer to the plants,” she
At Whitmore Ace, outdoor signage and
says. “The premium product is out front
At Howard’s Hardware Hank in Arcadia,
advertising we got from that.”
so customers are sure to see it.” When
stacks of soil and fertilizer let customers
merchandising bulk goods, it’s important to
Wisconsin, manager Seth Howard makes
know right away: This is a lawn and garden
watch for torn bags and remove them so
the most of the limited but highly visible
destination. Stacking bagged goods outside
the area stays clean and free of debris.
space next to his garden center. He made
5
Set the mood.
a store sends the message that it’s the place
the area more inviting with some help from
It’s easy for Malinda Milam, owner of
where customers can get as much as they
a landscaping contractor in town. “We don’t
M Kay Supply in Benton, Missouri, to give
need and that prices will be competitive.
2
sell the pavers or bricks, but we can give
Customers might be surprised when they
directions to her store. “We tell them to
Becker is strategic with the layout of the
learn that 95 percent of the items making up
customers the name of a local contractor
just look for the 1953 Ford truck with the
the window displays at Cole Hardware are
pallets, too. “We lay out the parking lot
who can help if that’s something they want
actually for sale in the store. Noelle Nicks has
big sign in the back,” she says. When
with the best soil toward the greenhouse,
for their yard,” he says. It’s also one more
a gift for taking ordinary hardware items and
she and her husband were designing the 1 says. “The premium product is out front Use your wit. 7 8 With so much to see outside, it may take
putting them closer to the plants,” she
turning them into unique and eclectic works
store, she wanted to make the outside so customers are sure to see it.” When of art. The displays get people’s attention, step he can take toward improving the
of the business something people would 4 Get kids excited. and often get them in the door. “The window outside of the building. “The more attractive
remember. She also wanted to make watch for torn bags and remove them so display should be an experience, not a store exterior has made it more appealing to
behind glass,” she says. And while her ideas
merchandising bulk goods, it’s important to
customers feel welcome as soon as they the area stays clean and free of debris. are witty and creative, she says creating an people,” he says. “They’re likely to think,
‘If it’s nice outside, the store must be nice
In addition to a brontosaurus,
pulled into the parking lot. “If you feel prowling among the birdbaths and prairie effective display also requires meticulous
attention to detail. “Pay attention to every
Beisswenger’s is also home to a raptor
comfortable, you’ll want to come back,”
2
Beisswenger Hardware Jebens Hardware Hillsboro Hardware detail of the display, including the backdrop, inside, too.’”
flooring, lighting and levels. Every item has to
she says. “We wanted the store to be
Use your wit.
grass. Children visiting the store love to see
warm and inviting, inside and out.
the dinosaurs, along with a Bigfoot, giraffe
The experience you create on the outside
Learn how this store stands out Eye-catching seasonal displays These window displays are look like a museum piece.” Make it a quick take. 7 Take the salesfloor outside.
and lion. In the meantime, parents are free
Customers might be surprised when they
to browse the store’s extensive offering
has to carry through the entire store.”
from the competition. draw customers in. turning heads in Nashville. Turn heads. 9 Items from both the garden center and gift inside Whitmore Ace Hardware. For much
of lawn and garden goods. According to
the release of one of the “Jurassic Park” 3
shop are on display at the Ace Hardware
learn that 95 percent of the items making up
Passers-by are sure to see something unique
With so much to see outside, it may take
Neumann, the store’s purchase of the
Merchandising: Exterior Displays
the window displays at Cole Hardware are
shoppers a while before they actually step
dinosaurs four years ago coincided with
Nashville, T ennessee. Store manager
manager, creates seasonal displays that
actually for sale in the store. Noelle Nicks has
6 turning them into unique and eclectic works incorporate products popular in his area. grills and lawn and garden accessories.
By Jesse Carleton, jcarleton@nrha.org
Jason Mathias likes to dig up relics from the
of the year, an area in front of the store
See, Stop Celebrate seasons. a gift for taking ordinary hardware items and in the window at Hillsboro Hardware in in Cocoa Beach, Florida. Stephen Nichols, is set up with live plants, patio furniture,
movies. “Our local Dairy Queen borrowed
the raptor for a promotion they were doing
and Shop Festive window decorations have become and often get them in the door past along with unusual items. Arrangements The outdoor display is meant to be so customers want to stop and browse.
in the windows might include old hand
one of the traditions at Jeben’s Hardware in
in conjunction with the movie,” he says.
and power tools that give people a glimpse
of art. The displays get people’s attention,
It is full of merchandise and is attractive
Blue Island, Illinois. Sometimes, they make
“It’s been worth the investment just for the
Using Your Store’s Exterior
to Get Customers Inside
“We use these outdoor areas to give
advertising we got from that.” . “The window
unusual, such as a 3-foot-long wrench or a
the difference between someone stopping 5 Set the mood. of hardware past. It could be something only a sample of what’s inside the store. who works with managers at all six of the
he brontosaurus standing in the outdoor
“We’ve created an open-air market look,”
garden center and poking its head above
display should be an experience, not a store
to come in or just walking by. Employee behind glass,” she says. And while her ideas large bulb used in theater lighting. “We try customers an idea of what they will find in business’s locations in northern Illinois to
Beisswenger’s Hardware has become a landmark
says Laurie Becker, director of marketing,
T around New Brighton, Minnesota. Undoubtedly,
to have fun with it,” he says. “Many of the
most children see it and tug on their parent’s arm to go
have a closer look, which is just fine with Jim Neumann,
Judy T uma blends the old and the new to are witty and creative, she says creating an items are real eye-catchers that people aren’t
co-owner of the business. “The dinosaur draws kids to
and garden area,” he says.
come in the store with their parents and to visit our lawn
that it’s also important to not overwhelm
Beisswenger’s has found a creative way to execute one of
create her seasonal displays, drawing on effective display also requires meticulous used to seeing. I’m not using the windows different areas of the store,” he says, adding create outdoor displays. “We put add-on
It’s easy for Malinda Milam, owner of
the basic principles of retailing. The appearance of your store’s
exterior can have a big impact on how well you attract new
business and keep previous customers coming back.
Of course, you need to cover the basics: The exterior of
props such as an adult-sized rocking horse attention to detail. “Pay attention to every for selling or promotions as much as using customers with too much merchandise. to find what they need.”
M Kay Supply in Benton, Missouri, to give
them to get people’s attention. Then they’re
your building needs to be clean and well-maintained.
products on display alongside the live goods
You need clear signage and parking areas that are well-lit.
directions to her store. “We tell them to
For those first-time customers who venture into your store,
or an antique motorcycle. “Whatever we detail of the display, including the backdrop, more likely to come inside.” “A good display lets them take in quickly
so customers are not running all over trying
what they see on the outside is going to affect their attitude
about what they see on the inside.
8
just look for the 1953 Ford truck with the
But if you are going to differentiate your store from
every other retailer in town, you want cars to slow down,
might have that is part of our window look like a museum piece.” what you have to offer and give them a taste
them a reason to come inside.
get passers-by to give you a second look and then give
big sign in the back,” she says. When
In the final installment of this year’s merchandising
series, Hardware Retailing takes a look at how retailers
flooring, lighting and levels. Every item has to
display, it’s likely to bring people into the of the business something people would for what is inside. It needs to be free of Cross-promote.
around the country are dressing up their store exteriors to
she and her husband were designing the
encourage customers to stop and shop. For some retailers,
that means highlighting a few of the key products they have
store, she wanted to make the outside
store,” she says. “People love seeing the remember. She also wanted to make clutter and not too busy.” At Howard’s Hardware Hank in Arcadia,
for sale. For others, like Beisswenger’s, it means finding a
unique way to stand out from the crowd.
Let the ideas from other retailers spur your creativity as
you think about how your storefront looks to those on the
outside. Then, go to TheRedT.com/cole-windows to learn
strategies for creating innovative and compelling window
at Cole Hardware in San Francisco.
displays from Noelle Nicks, visual merchandising manager
62 HARDWARE RETAILING | November 2018 antiques in the window. It’s a way to get 64 3 Turn heads. 11/1/18 9:35 AM the most of the limited but highly visible
Wisconsin, manager Seth Howard makes
customers feel welcome as soon as they
those hours we’re not open. They often
Merchandising: Exterior Displays people to notice our store even during HARDWARE RETAILING | November 2018 November 2018 | HARDWARE RETAILING 67
pulled into the parking lot. “If you feel
62-67_FEATURE Exterior Displays_1118.indd 62-63
space next to his garden center. He made
comfortable, you’ll want to come back,”
Passers-by are sure to see something unique
the area more inviting with some help from
she says. “We wanted the store to be
in the window at Hillsboro Hardware in
warm and inviting, inside and out.
November 2018 | HARDWARE RETAILING
63 come back just to learn more about us.” 62-67_FEATURE Exterior Displays_1118.indd 64 sell the pavers or bricks, but we can give
a landscaping contractor in town. “We don’t
11/1/18 9:35 AM
By Jesse Carleton, jcarleton@nrha.org 11/1/18 9:35 AM Nashville, T ennessee. Store manager customers the name of a local contractor
See, Stop past along with unusual items. Arrangements step he can take toward improving the
The experience you create on the outside
has to carry through the entire store.”
Jason Mathias likes to dig up relics from the
and Shop
who can help if that’s something they want
for their yard,” he says. It’s also one more
Celebrate seasons.
in the windows might include old hand
HARDWARE RETAILING | November 2018 6 and power tools that give people a glimpse exterior has made it more appealing to
outside of the building. “The more attractive
66 Using Your Store’s Exterior of hardware past. It could be something inside, too.’”
Festive window decorations have become
to Get Customers Inside
one of the traditions at Jeben’s Hardware in
people,” he says. “They’re likely to think,
Blue Island, Illinois. Sometimes, they make
‘If it’s nice outside, the store must be nice
unusual, such as a 3-foot-long wrench or a
he brontosaurus standing in the outdoor
62-67_FEATURE Exterior Displays_1118.indd 66-67 large bulb used in theater lighting. “We try
the difference between someone stopping
garden center and poking its head above
Beisswenger’s Hardware has become a landmark
to come in or just walking by. Employee
T around New Brighton, Minnesota. Undoubtedly, items are real eye-catchers that people aren’t 9 Make it a quick take.
most children see it and tug on their parent’s arm to go
Judy T uma blends the old and the new to
to have fun with it,” he says. “Many of the
have a closer look, which is just fine with Jim Neumann,
create her seasonal displays, drawing on
co-owner of the business. “The dinosaur draws kids to
come in the store with their parents and to visit our lawn
props such as an adult-sized rocking horse
Beisswenger’s has found a creative way to execute one of
used to seeing. I’m not using the windows
and garden area,” he says.
Items from both the garden center and gift
or an antique motorcycle. “Whatever we
the basic principles of retailing. The appearance of your store’s display, it’s likely to bring people into the in Cocoa Beach, Florida. Stephen Nichols,
exterior can have a big impact on how well you attract new
might have that is part of our window
shop are on display at the Ace Hardware
for selling or promotions as much as using
business and keep previous customers coming back.
Of course, you need to cover the basics: The exterior of
your building needs to be clean and well-maintained. 64 HARDWARE RETAILING | November 2018 people to notice our store even during The outdoor display is meant to be
them to get people’s attention. Then they’re
manager, creates seasonal displays that
more likely to come inside.”
store,” she says. “People love seeing the
You need clear signage and parking areas that are well-lit.
66
For those first-time customers who venture into your store,
incorporate products popular in his area.
antiques in the window. It’s a way to get
what they see on the outside is going to affect their attitude
about what they see on the inside.
But if you are going to differentiate your store from
HARDWARE RETAILING | November 2018
only a sample of what’s inside the store.
every other retailer in town, you want cars to slow down, 62-67_FEATURE Exterior Displays_1118.indd 66-67 come back just to learn more about us.” customers an idea of what they will find in
those hours we’re not open. They often
“We use these outdoor areas to give
get passers-by to give you a second look and then give
62-67_FEATURE Exterior Displays_1118.indd 64
In the final installment of this year’s merchandising
them a reason to come inside.
series, Hardware Retailing takes a look at how retailers 63 “A good display lets them take in quickly
around the country are dressing up their store exteriors to
different areas of the store,” he says, adding
encourage customers to stop and shop. For some retailers,
that it’s also important to not overwhelm
that means highlighting a few of the key products they have
for sale. For others, like Beisswenger’s, it means finding a
customers with too much merchandise.
unique way to stand out from the crowd.
Let the ideas from other retailers spur your creativity as
you think about how your storefront looks to those on the November 2018 | HARDWARE RETAILING 11/1/18 9:35 AM 11/1/18 9:35 AM clutter and not too busy.”
outside. Then, go to TheRedT.com/cole-windows to learn
what you have to offer and give them a taste
strategies for creating innovative and compelling window
for what is inside. It needs to be free of
displays from Noelle Nicks, visual merchandising manager
at Cole Hardware in San Francisco.
HARDWARE RETAILING | November 2018
62 November 2018 | HARDWARE RETAILING
67
62-67_FEATURE Exterior Displays_1118.indd 62-63
HIGHLIGHTING THE BEST 11/1/18 9:35 AM
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