Hardware Retailing

JAN 2018

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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January 2018 | HARDWARE RETAILING 41 EVENT The Doctors Will See You Now E veryone has problems, in health or in life, that need to be fixed. Symptoms are easy to see, but finding out the root cause can be the tricky part. Diagnosing a home's problem areas and their causes is no different, and the staff at Randall Lumber and Hardware in Taos, New Mexico, has come up with a creative way to illustrate this concept for customers. Each year, the store breaks out the lab coats, scrubs and stethoscopes to treat the ailments of its community's homes and businesses during its Home Therapy Event. The event is a more condensed version of the business's annual customer appreciation event, says Hilario Serrano, director of retail operations and marketing for Randall Lumber and Hardware. The business invites vendors to display their products and help educate community members on solutions to home problems. "It's Home Therapy because, if your house has an ailment, we have the fix. We are the house doctors for you," Serrano says. Vendors set up booths at the business's primary location along the main road of the Taos historical community, allowing customers easy access to knowledge and products. Each customer receives a patient card that can be filled out with a home address, and each vendor a customer visits will stamp their card. Once fully stamped, the customer can turn in their card for a prize, such as a small toolkit. Serrano says there are also drawings throughout the day to show appreciation for customers. "It encourages customers to really take a look at what we can offer them in regard to their homes, and maybe some projects they've put off because they don't know how to fix it," Serrano says. "It's just one of our events aimed at showing appreciation for a community we have been in for three generations of family ownership." The staff at Randall Lumber and Hardware dresses up like nurses and doctors to help treat homeowners' house ailments. BOOTH #1745 STUMPS WORST ENEMY UNIQUE SIDE DISCHARGE FRAME • NARROW WIDTH • GREENTEETH ® www.dosko.com/HRM | (866) 418-0474 ... built better than they have to be

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