“But who did talk to that customer?” Fred asked with a smug look on his face. We stared blankly at him until he answered his own question.
“Our inventory talked to him.”
Finally I knew what this spying adventure was all about. Fred had recently been proposing a massive inventory makeover. He had spent the last few months compiling merchandise plans for every aisle, with new product assortments featuring all professional-grade products. Matt had resisted some of the makeover suggestions, and was concerned that the new assortments left our homeowner customers with no value-priced options to consider. Also, the new merchandise was going to cost a fortune.
Fred had organized this spying mission to emphasize a point he thought Matt had been missing: Our No. 1 goal is to serve contractors, and therefore in-store inventory should reinforce our high level of commitment to their satisfaction. But what was our current inventory saying to our pro customers? Though the contractor we had just stalked had easily found the tools and hardware he was looking for, he had to find them among the lesser-quality homeowner-grade merchandise. And since the contractor needed no assistance, nothing but our inventory was there to remind him that we are dedicated to the trades. Every item in the hardware store, according to Fred, should underscore our pro-oriented message; but a retail area full of homeowner-quality items wasn’t going to do it.
Out in the yard, we constantly adjust inventory based on our contractor’s needs. We only carry materials they would use. That commitment is as much about inventory dollars as it is about marketing. But inside, the store had always been a blend of homeowner and contractor items, sending the message that we had a little of everything for everyone. While that may have been our goal at some point in the past, increased competition had led to focusing our mission on being the best source for our contractors’ building needs. Fred wanted every display of tools, hardware, and sundries to reflect that by comprising high-quality, professional-grade merchandise.
In the end, most of Fred’s makeovers were implemented. Not only did our contractor’s compliment our new lines, but we also found that the changes appealed to homeowners who are increasingly looking for higher quality products.
Now that we know our inventory can talk, we’re trying to teach it to sweep the floors as well.
Tad Troilo is a manager for Cranmer’s Kitchens by Design in Yardley, Pa.
215.493.8600
e-mail: TadNT@aol.com
