Contractors account for the majority of sales at most independent building supply dealers. With most communities having multiple lumber yards, attracting customers with a great store design is essential.
Whether renovating these stores or designing them from the ground up, here are key factors to consider in the planning process.
1. Stock the Right Pro-oriented Products
Contractors generally prioritize quality over price. They use their tools every day and tend to be brand loyal. It’s best to skip the good and stock the better and best. High-quality tools, blades, fasteners, adhesives, coatings, and building materials are more reliable and save time on the job. Contractor-oriented stores will have broader assortments of specialty fasteners, structural hardware, adhesives, and safety products than a typical home centre. Contractors depend on their local dealer to have ample stock of the items they need most so it's effective for stores to maintain a list of top SKUs that should never be out of stock. Fixtures that include overhead storage are a great way to accommodate extra stock and make it easy to locate, manage, and replenish.
2. Focus on Your Core Customer
When renovating or building a new store, dealers often see it as an opportunity to attract more DIY traffic. They are tempted to dabble with product categories they are ill-equipped to compete in, and in doing so, weaken their overall presentation and market reputation. The most effective way to improve a contractor-focused store and build sales is to stay focused on its core customer first and foremost. Existing customers will become more loyal and increase their purchases while attracting more customers similar to them. Ironically, this is also the best way to attract serious DIY customers who tend to spend more money, appreciate a higher-quality product assortment, and enjoy shopping where the pros shop. Experimenting in categories that don’t make sense for contractors is seldom worth the effort. These customers hate tripping over patio furniture on the way to the contractor desk and aren’t impressed by toys, automotive products, or pool supplies.
3. Include Great Building Material Displays
Showrooms should extend beyond hardware to showcase roofing, siding, doors, windows, decking, and trim options. Building materials often account for 70-80% of sales for most of these dealers so displaying them is a key part of any store design. For some yards, décor categories such as flooring, kitchens, and bath also make sense to display. These showrooms create a space where contractors can recommend their homeowner clients visit to browse attractive displays of higher-end building materials. This saves the contractor time, increases their sales potential, promotes informed purchase decisions from homeowners, and enhances the quality and impact of their projects. Their customers create a virtuous cycle as word-of-mouth spreads about the great displays at the local contractor yard.
4. Provide an Optimized Service Area
Contractors have different needs than most retail customers. They are best served by experienced staff at a dedicated contractor service counter. Relationships are important and interactions are often daily. The service area should include desks, a stand-up counter, as well as an extended counter to make it easy to roll out and discuss project plans. In busy stores, a queuing aisle helps minimize wait times. Having a coffee station near the desk adds to the social interaction while saving time otherwise spent lining up at Tim Horton’s on the way to the job site. Convenient parking next to the contractor entrance is also a plus.
5. Implement Security Measures
Higher-quality merchandise increases the risk of theft. Expensive tools are a regular target of thieves and require preventative measures. Many install bollards in front of entrances and lock up tools. Dead corners should be avoided with all aisles readily visible off main high-traffic aisles, and where possible, from service desks and offices. Cameras, motion detectors, and perimeter alarms are a necessary consideration. Separate contractor entrances should be locked during evening hours.
6. Strategize Store Layout
A well-designed contractor store is easy to shop. Clear directional signage helps customers quickly find what they are looking for. Departments all run off a main aisle rather than being stacked behind each other. Ideally, the contractor desk should have clear sight lines down the main aisle. Consumables are generally the most profitable items with the fastest turns and should be visible and conveniently located close to the service desk or at least close to the main aisle. Product adjacencies need to make sense with related products merchandised close together to reduce unnecessary steps. A covered cold storage and loading area is a big plus for contractors, and new yards are increasingly including drive through lumber yards in their design.7. Create a Cohesive Look
The best-looking stores are those that have consistent branding throughout the entirety of the space with well-planned signage, imagery, and colours. These stores control their environment and create a lasting impression rather than cobbling together a series of vendor-supplied racks with varying materials, shapes, and graphics. When vendor brands change over time, your prominent branding will maintain the cohesive look and feel throughout the store with a smooth transition between hardware and building materials.A well-crafted store design tailored to contractors can significantly enhance both customer satisfaction and sales performance. Investing in these design elements will ensure your store stands out as a go-to building supply store and create lasting success within your market.