Hardware Retailing

APR 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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HARDWARE RETAILING | April 2018 56 A s winter melts away and spring kicks into gear, consumers eagerly dust the cobwebs off their outdoor power equipment. Before they can begin reviving their yards, they may realize they need to get their lawn mower tuned up or have their leaf blower repaired. If the customer bought their equipment at the big-box store in town, they might bring it back to an orange-vested employee for tune-ups or product issues. However, in Memphis, Tennessee, that big-box business is more likely to send customers away to the go-to repair shop in town—Colonial Hardware. The family-owned business has been serving the community since 1977 and has strengthened its reputation by providing knowledgeable assistance, says office manager Jenny McMaster. Memphis locals and competing big-boxes know customers can find the expertise in outdoor power equipment and the services they need for almost any product at Colonial. In this article, Hardware Retailing showcases Colonial Hardware and Beisswenger's Hardware of New Brighton, Minnesota. Discover five different ways these businesses market and promote the category to draw new and repeat customers to their businesses. Stock the Right Brands and Products A successful outdoor power equipment department includes a strong brand presence and a product mix to meet varied customers' needs. Staff at Beisswenger's Hardware knows customers are drawn to the department most often due to brand recognition and loyalty, says Al Morelli, an employee with years of expertise in the outdoor power equipment category. However, while specific brands might draw a customer in, having a wide selection of brands and product offerings to choose from ensures they are able to get the right product, price and performance they need whenever they visit. 5 Ways to Promote and Market Outdoor Power Equipment Renee Changnon, rchangnon@nrha.org This month's Category Spotlight is sponsored by STIHL Revved Up

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