Document nmBEVrmoOyN4VGw9MNnE67qn1

MODERN DISPLAYS Accelerate Paint Sales Reprinted from American Paint & Oif Dealer, August, 1937 0007-SWP-039292 N29108 P ROM the retail paint merchant's standpoint, the most important thine about a successful paint display is not its orderly exhibit of a complete line of finishes, nor its easily seen specimens of surfaces beautified with paint; nor even the fad that such a display costs but little and can be laid out from plans-- free for the asking---designed by ex perts. Visual Selling Aided The really vital thing, considering that three out of four consumers today buy on impulse, is die fact that it is an open display, tempting shoppers to pick up the goods and inducing immediate purchase to satisfy a desire already stimulated by universal publicity about homes and the "home decorator." Open displays bring to light the easyto-handlc features of paint. Such dis plays induce customers to handle the Above arm interior and ex* tailor vievre of the well planned ttora of Henry H. Bollinger. Hudson. N. Y.. where the principles ol vis ual selling added by open display are. carried out to the utmost packages; and handy containers empha size the simplicity of paint and brush as a combination for home beautification. The natural creative urge which lies dormant in every human being needs only a reminder--to supply the remain ing ingredient necessary to produce sales. When paint displays arc so arranged that the packages lie at the potential buyer's finger tips, neither time nor effort is lost in getting a container into his hands. The correct placing of ex amples enables him to see what new beauty he can create--what a new lease MODERN 1 Accelerate 1 'By RICHAI on life he can give to dingy surfaces-- when the brush is in his own hand. The entire layout leads the customer to think about what he can accomplish in his own surroundings, with such simple tools as a brush and a can of paint. m C\ 04 Ch on o r o< IS w I o o o 0007-SWP-000122672 DISPLAYS Paint Sales ID T. RICK Several retail establishments have recently taken steps in the right direc tion. An excellent illustration is found in Eric, Pa., where Rustcrholtz Wall paper and Paints, Inc., have arranged merchandise in low, open display fix Balow na torn* axcaDaat mmplflc of aodam arraagenaat including (left to right) Buatvrholtz Wallpapsr and Fatal Co., Erie, Pa., and loros in Milwaulcoo, Kansas City, and Lincoln, Neb., re spectively. tures opposite samples which demon strate how the colors and finishes ap pear when combined with collateral sur roundings in the home. Typical mod ernized stores in Milwaukee, Kansas City, and Lincoln, Neb., likewise carry their products in low, open display fix tures that not only invite handling of the merchandise, but also permit enter ing customers immediately to see color guides or other displays, such as exhib its of finished surfaces, mounted on the far walls of the show room. Henry K. Bollinger, in Hudson, N. Y., lately completed an outstanding job in completely modernizing his store. Win dow displays are so arranged that a maximum amount of natural fight enters tike show room and every passerby has the opportunity to observe the orderly and clean arrangement of merchandise within. Store Suggests Decorative Values The new store of WtUiam Zinsser & Co., in the Singer Building, New York, also makes use of expertly designed fix tures, arrayed in a layout that helps to make it one of the most beautiful inde pendent retail paint stores in the coun try and the last word in paint store ar rangement and display. With the growing importance of impulse buying, the progressive paint retailer recognizes that he must arrange layouts and displays with more concern to increase the number of purchases 0007 -SVJP-039294 0007-SWP-000122673 EiiftdiTt modem slot* planning often involve* intelligent u m ei avallobb (pact as in (ha Paint Slot*, lac. Ntw EocluUi, K. Y and the H. O. Warden Paint Slora (right) ol Auburn. N. Y. that arc decided right in the store, re gardless of whether the customer is drawn there by seasonal needs, adver tising, planned buying, or just plain "shopping/* Adequate Space Helps To be successful,' the paint display must hare space commensurate with its dignity as a department of business that specializes in materials to improve and beautify the consumer's property. The line should be determined by the market potential, based on the proper and ade quate finish for various types of sur faces, interior and exterior, which require refinishing, in the community served by the store. The orderly ar rangement of brushes and accessories as well as paint, varnish, enamels and lac quers in well kept sections is imperative to attract customers to examine the entire array of goods which are avail able. Suitable examples of surfaces, fin ished with tire various products, which demonstrate the improvement made pos sible hy use of items on sale, must be placed to arrest attention and invite in spection. One of the most unusual and attrac tive arrangements for the display of decorative examples is utilized by The Paint Store, Inc., in New Rochelle, N. Y, Upon entering, the customer is immediately struck with the spacious ness of the place despite the fact that this store is but fourteen feet wide. Ordinarily such width would give visit ors a feeling of constriction, but the color seheme and design of the fixtures give an illusion of bigness. All fixtures are low and compact. Customers Interested in Results Four-tier shelving runs around the walls and invites easy handling of the merchandise. Above the shelving, a series of photographs in color arc mounted under glass and show how at tractive various surroundings can lx? made by proper decoration. Not far from the entrance a U-shaped fixture ingeniously shields a center stair well Sn which an attractive stairway leads to the basement where many small sections of rooms are exhibited--deco rated as bedrooms, bathrooms, dining rooms, living rooms, etc., with paints and other finishes conveniently at hand. The principle of unhindered access tu merchandise is carried out in every part of this store. Expert Aid Available Aware of the benefits to be secured !>y correct paint displays, a number of manufacturers, including some doing business in a restricted area as well as some of those operating on a national scale, now employ staffs of experts to lay out and design fixtures which meet tiic needs of this modern trend in mer chandising. Blue prints of the various fixtures are obtainable, upon request, by their dealers. Hardware firms, depart ment stores, and lumber companies, as well as paint stores, liave taken advan tage of the expert guidance which such manufacturers provide; and tile results have been measured in outstanding serv ice to customers as well as increased sales volume from faster turnover. The modern paint department is full of color, light, life and consumer appeal What a far cry from the dim and dusty paint store interiors of yesterday, with their ceiling-high shelving and rows upon rows of paint cans--out of reach! Aa. attractive, modem front is tke first essential in at tracting customers. Windows with intriguing evidences of what decorative materials w0L do are the bast means of drawing passexsby within to view more extensive examples. 0007-SWP-039295 0007-SWP-000122674