Page 24 - Fall 2012 Hardlines Strategies

24 Fall 2012 • Hardlines Strategies
As it is in most home improvement centers,
sealants and caulks are staple products year-
round at Home Lumber in Great Bend, Kan.
Encourage homeowners to prepare for winter
ahead of the season by pushing extra sales of
caulks, weatherstripping and insulation to sell
through some inventory early.
SEASONAL SELLING
Making the Most
of the Weather
How to Find Unexpected Sales
Opportunities this Winter
Sometimes, the weather throws a
curveball. While you plan for the season
as best you can, those plans only last as
long as the weather cooperates.
Last winter was a prime example.
While icy weather was supposed to help
sell through inventory of ice melt and
snowblowers, sales of these items slowed to a
crawl with unseasonably warm temperatures.
But in every challenging situation there’s
an opportunity. You just have to find it.
This season, be ready for whatever
Mother Nature throws at you.
Encourage
Preemptive Buying
Advertise winter items early and remind
customers they need to be prepared for
winter weather before it hits. “Advertise
winter items like weatherstripping and
pipe heating cables early,” Blish-Mize
marketing manager Don Miller says.
“These can boost early season sales while
also reminding customers you are ready for
winter. Also, contact your key accounts to
see if they would like to pre-book seasonal
products. This will also give you some
guidance as to what you should buy.”
Do a Merchandising Check
Even if the winter weather is warmer
than you’d like it to be to sell items like ice
melt and heaters, don’t slack off in keeping
winter items front and center. You want
customers to think of you first in case
they do need those cold-weather items.
Use an endcap close to the cash register
to display winter impulse items like ice
scrapers, snow brushes, gas line anti-
freeze, lock deicer and moisture displacers
such as WD-40. As soon as you approach
the winter season, bring bulky items like
heaters and generators to the front as a
constant reminder to let customers know
you have them when you need them. Don’t
leave those items buried in the back where
customers won’t see them.
Focus on Holiday Sales
You don’t have to rely on tree
trimmings as your sole source of holiday
sales. Find ways to draw in the gift
buyers. For example, try bringing in a
few new housewares and target them at
the male shoppers who are in your store
all the time and need an easy gift answer
for their wives. To make the gift buying
process even easier, consider offering a
gift-wrapping service.
Even if you don’t have a big space to sell
Christmas trees like Big Tool Box in Centennial,
Colo., does, you can sell all the trimmings.