Hardware Retailing

AUG 2017

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

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August 2017 | HARDWARE RETAILING 79 F amily owned and operated for over 65 years, Phifer Incorporated, headquartered in Tuscaloosa, Alabama, is the only "Made in the USA" screening manufacturer. Products for the independent retailer include window and door replacement screen, pet resistant and sun control mesh, plus screening tools and materials, which help hardware retailers expand and maintain their customers' outdoor living spaces. According to NRHA research, more than 61 percent of independent home improvement business owners planned to add or expand categories in their stores this year. The No. 1 expansion category was outdoor living, with 45 percent of respondents stating this was at the top of their list. Hardware Retailing spoke with Ron Hughston, Phifer's Director of Sales, about how retailers can best capitalize on outdoor living trends with their store's screening products. Why are Phifer's screening products a good fit for the hardware retailer? Ron Hughston (RH): Screening offers consumers a solution to their problems and are highly profitable for the retailer. Our research has shown that it is not a price sensitive item and is usually only offered in one brand at the retail level. Mosquitoes are the most deadly creatures on earth and all of our screening products stop them. Pets and children are rough on screens, so we have specially designed options to minimize damage they can cause. Phifer's sun control screening stops up to 90 percent of the sun's heat before it reaches the window or door, creating a more comfortable living space and lower utility bills. What products does Phifer offer that fit the current trends? RH: Phifer offers a screening product for almost any situation. Our UltraVue ® and BetterVue ® options deliver premium viewing clarity. PetScreen ® and TuffScreen ® are perfect solutions as durable replacement material for porches, screen doors or window screens where pets or high traffic tend to cause damage. Tightly woven No-See-Um screening and our new Aluminum Screen for Tiny Insects are designed to stop even the tiniest of insects and are popular in screened porch applications. What Phifer products offer sell-up opportunities? RH: A good understanding of Phifer's screening products gives retailers a sell-up opportunity as a solution to their customers' problem or when offered as a "back room" service. "Screen Repair" can offer as much as a 70 percent margin opportunity for the retailer when offered as a drop off and pick up service, bringing the customer to your store twice, thus doubling the opportunity to sell them more products. How can Phifer help retailers educate customers about screening products in their businesses? RH: Phifer offers a variety of digital and printed materials to help educate retailers and consumers on our screening product line. We have plan-o-gram support, display racks, header signage and banners to promote screen or screen repair services at the retail level. More importantly, consumers contact us on a regular basis, so we understand their screening needs. We are constantly directing them to their local retailer to purchase their materials. For more information on Phifer, call 800-841-9473 or visit phifer.com. Phifer Offers Screening Solutions for Outdoor Living Sponsored by Phifer Inc. | phifer.com Category Q&A

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