RANGE REVIEW: HARDWARE


GETTING DOWN TO THE NUTS AND BOLTS


POS Centre sales manager Paul Yull offers his top tips on how to merchandise hardware items effectively in store in order to maximise sales potential within the varied category.


T


he hardware aisle has long presented problems for DIY retailers from a merchandising perspective. Within


this category there are numerous sub-categories and, with many small items to be displayed – such as nuts, bolts, screws and nails – in various sizes and varieties, it can be extremely difficult to present a well- organised and easy-to-shop fixture. While many of the products you find in the hardware aisle are essentials, retailers should not fall into the trap of believing that they will more or less sell themselves. These days there is a lot of competition from non-DIY specialists and, therefore, it is more difficult than ever to secure customer loyalty – meaning that


stores need to go the extra mile to ensure that their ranges and how they are presented is top notch.


Flexibility is key


When it comes to displaying such a complex and varied category, you cannot go wrong with a flexible shelf management system. Choose one that can accommodate packs of different sizes and types and that creates dedicated product channels to keep each SKU separate and lined up with the relevant price and product information at all times. Systems like this are easy


to reconfigure in line with any changes within the category and, if used in conjunction with pushers, will keep stock at the front of the shelf with labels clearly on show. The added advantage of using a shelf management solution in this


category is that they can greatly reduce the amount of time staff need to spend keeping fixtures fully stocked and well organised, as the system does a lot of the work for them.


Think visual


Colour coding is another valuable tool in helping customers to identify quickly and easily where the product is that they are looking for. For example, use different coloured compact polypropylene bins to display screws and nails, with specific colours signifying which are suitable for masonry, wood and metal.


“While many of the products you find in the hardware aisle are essentials, retailers should not fall into the trap of believing they will sell themselves”


Consider being more creative with the more decorative products within the hardware category, such as brackets, house signs, door knobs and hinges. These are more lifestyle orientated, so inspire customers with visuals of the products in situ, perhaps offering ideas for how to create a contemporary, traditional or retro look


Consider flexible shelf systems that utilise pushers to help keep stock at the front 24 DIY WEEK 10 NOVEMBER 2017


Of course, the use of aisle and shelf signage in this category is also vital. These tools will help to highlight


the different sub categories to make them easier to locate and ensure that customers have all the information they need to make an informed purchase decision right at the shelf. Also, consider the use of wobblers to draw attention to special offers and new product launches. These products will help to


disrupt the shopper on their journey along the aisle and add interest to their experience while boosting sales. They are highly effective, not just as a navigation aid, but also to highlight important information, such as anti-rust guarantees and other key USPs.


Linked sales


This category lends itself well to cross merchandising and, as well as driving additional sales, this can help to make the customer’s shopping experience even easier. For example, consider using clip strips to display the right sized fixings and wall plugs right next to house signs. This takes the guess work out of the equation for shoppers and helps them avoid buying the wrong fixings to complete their project, meaning that they do not have to make another trip back to the store.


The POS Centre is part of HL Display, an international manufacturer and supplier of standard and bespoke in-store merchandising solutions, for brand manufacturers and retailers. www.poscentre.co.uk


www.diyweek.net


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