Sterling Reorganizes Merchandising Programs

Hot on the heels of the creation of merchandising pieces for its faucet program, Sterling Plumbing Group has expanded the concept to reorganize and streamline the permanent merchandising programs for all three of its key categories: sinks, shower doors and faucets.The new programs are based on extensive research done in the stores, says Kelly Wiederrecht, manager of planning and market research for the Rolling Meadows, Ill.-based plumbing manufacturer. "We spent a lot of time watching how consumers shop the aisles and how they make their purchasing decisions," she explains. The research surprised marketers, indicating that it takes customers five to seven shopping trips to make a decision on these products. Through intercept interviews, they discovered that several trips are necessary just to gather information.The goal of the program, says Jeff Ackerberg, director of marketing, is to give the customer all the information he needs to form his questions, answer many of those questions upfront and then help him select the right product. The system also provides a consistent brand presentation across the categories. "Sterling was built by acquisitions, resulting in each product line having its own marketing approach and P-O-P materials," he explains. "This consolidates those and allows the products to work together."The program focuses on color-coding each type of product based on material or style, coupled with large header cards mounted on the racking that lead customers through the key elements and decisions in selecting the proper product. Color coding divides the products by material used rather than by strict price points.In addition, the products are divided into a good/better/best spectrum to aid in delineating each price level. These elements include differentiation for sinks in such categories as warranties, material thickness and depth.The permanent chipboard headers were created by Chicago-based PGM Inc. They describe the differences between the lines of products and the price points.The overhead signs are supplemented for each category by a three-sided rotating metal frame that holds three chipboard panels for conveying specific information. Designed by W.B. Doner & Co., Cleveland, the display was introduced with the faucet program earlier this summer, offering four information boards that explain different aspects of the products.The new format helps retailers delineate between price points and sell customers up to the next level. "We believe significant growth can come both in unit growth and in revenue growth," Ackerberg says. "Our research determined that many customers weren't sure of the benefits of the step-up lines, so they tended to stick with the middle-of-the-road price points."

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