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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Last Word T he home improvement industry serves a broad spectrum of consumers. From DIYers looking for trendy tile for their kitchen backsplash to professionals looking for a great deal on a bulk order of plumbing flanges, you never know who might come in the door next. To help you figure out the best way to serve each customer, we explored what different customer types look for when they come in, even if it's just to be left alone. For more on how to be ready to address any customer's questions, check out the training opportunities from the North American Retail Hardware Association at nrha.org/training. Who Are Your Customers? The "I've Got This" DIYer This customer knows what they need and they will probably only ask for help if they're really stuck. Be prepared to help this customer through tricky home improvement projects by keeping your team current on product and project knowledge in a variety of departments. The "I'm New to This" DIYer This customer may hesitate when they come because they don't know where to go or don't know what they need. Train your team to recognize confusion and to approach these customers with a warm smile. The best question for these customers isn't "How can I help you?" but "What are you working on?" The "I'm Your Best Friend" Pro If your business is a resource for professionals, chances are you know this customer outside their profession. Keep detailed records of their past purchases and what's happening outside the business, too. Introduce new staff members to these customers to further grow this lucrative relationship. The "I'm Just Browsing" DIYer Some people aren't sure when inspiration will strike for their next project, so they wander the aisles of their local home improvement store to help them along. Check in on this customer, but don't overwhelm them. Let them know where they can find new products and project materials throughout the store. January 2018 | HARDWARE RETAILING 83 ?

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