LBM Journal January 2010 : Page 21
involving decks, windows, sheds, cabi- netry, high-margin special orders, roofing, etc., where the store personnel could actually build the ticket and provide the purchaser with a more favorable experi- ence. Favorable experiences set the stage for more future purchases. 4) When it came to designing decks and supplying material lists for decks to consumers, there seemed to be less help at Menards, but the process at all three retailers was cumbersome, even with deck designing software used directly by consumers and/or provided by in-store personnel. These words presented themselves over and over again when this researcher asked for deck help…“Hey Sally / or Joe, you wanna do a deck?” Clearly, the initial contact person was not inter- ested. In most cases, Sally / Joe ap- peared to be the least knowledgeable, newest person on the team. Also, in this researcher’s opinion, the notion of folks making appointments to de- sign decks or leaving behind their sketches only to be told to come back tomorrow and pick up the quote is ridiculous. My projects were all about $3,500. Not a bad ticket in any econ- omy. Plus if I have no contact with a knowledgeable sales person, I am not offered options, many of which could save me money, build a better struc- ture or add deck accessories that ul- timately deliver a higher satisfaction with my project experience. I am absolutely convinced any dealer could dominate the deck supply market in their area. It is a fall-down, low priority category everywhere. As part of this series, the shops will continue into the future, with sporadic articles as they become available in all de- partments of all three Big Box retailers and independents. ■ NOTE: The opinions expressed in this article are the author’s opinions based on both quantitative and qualitative market research techniques as endorsed by the Market Research Association (MRA) as well as the Qualitative Research Consultants Association (QRCA), and should not be construed as an endorsement of any dealer. JOHN CASHMORE is president of Market Resource Associates, a Minneapolis-based research and consulting firm focused on the building products industry. MRA offers a wide-range of services, including qualitative and/or quantitative research, secondary research, industry reports and consulting solutions. john.cashmore@mraonline.com. One Mississippi... Two Mississippi... Done. © 2009 GRK Fasteners Lag screws are old news. The self- tapping GRK RSS is a serious structural screw. It’s a high torque, high tensile, high-tech wonder. It bores through wood with ease and greatly reduces the risk of splitting. Its revolutionary design also eliminates the need for washers. In the time it takes to put in a drill bit, you could be done. THUNDER BAY, ONTARIO, CANADA 800/263-0463 - GRKFASTENERS.COM LBMJournal.com ❘ January 2010 ❘ LBM JOURNAL 21
