Orgill merchants leap into spring
It might still feel like winter. But at Orgill, “Spring is Here.”
That’s because the company says the 2018 spring season will mark the latest evolution in merchandising for its dealers. Boyden Moore, general manager of retail for the distributor, describes the Spring is Here program as an integration of buying programs, assortment strategy, marketing tools and training materials.
And it all takes place in the critical growth category of lawn and garden, which accounts for about 20% of sales at a typical independent hardware store.
“Lawn and garden is a great way for dealers to differentiate and grow their brand,” he said. “A strong lawn and garden department drives higher frequency of visits and also attracts new customers.”
Described as an intensely collaborative effort between dealers and Orgill’s purchasing, sales, merchandising and marketing teams, Spring is Here balances price, margin and brand awareness for optimum sales. Two more important adjectives attached to the program are “comprehensive” and “customizable” — factors that lead to a winning assortment that meets the needs of the local marketplace.
The program begins with an understanding of the independent dealer’s market-specific needs that support their unique brand. Of course, regional differences play a major role in localized assortments.
From there, it balances assortment with the brands that draw customers and the brands that deliver margins for dealers. One notable result of the process: Scotts products are not included in the assortment.
Moore explained that balance this way: “Utilizing brands, especially regional brands, is a key differentiator in making sure our dealers are seen as the lawn and garden authority in their market. Some higher-priced brands don’t offer as much of a premium in performance. Spring is Here features compelling ‘compare and save’ values to the end customer, which also drive better margins for Spring is Here retailers. And we price shop thousands of items nationally to make sure that our dealers are priced competitively while maximizing their margins.”
Orgill also leans on its Hardware 101 assortment-planning tool to achieve optimum customization. The distributor can recommend relevant brands or the retailer can specify brand preference. Hardware 101 uses retail science to suggest categories worth stocking based on records of similar dealers.
The goal for any distributor program is in-store success. And according to Moore, a customizable program like Spring is Here promotes the common denominators Orgill observed among its most successful retail customers:
• A winning assortment of locally-relevant products customized for the store’s brand;
• A well-organized department that is easy to shop;
• Competitive retail pricing; and
• Highly trained associates.
“Spring is Here is designed to deliver on all counts with customized assortment, merchandised with power endcaps, compelling in-store signage and customer brochures that tell the story, all supported by training materials for the dealer,” Moore said.
The approach behind Spring is Here — customizable and collaborative — works well across the store, according to the Orgill mindset.
“We see some big opportunities to use this concept and the intense collaboration behind it to find more ways to help our dealer be successful,” Moore said.
Huttig searching for new CFO
Huttig Building Products reported that Oscar Martinez is no longer serving as the company’s vice president and CFO.
The St. Louis-based building products distributor revealed the move, effective Jan. 31, in a SEC filing. Martinez joined Huttig as CFO and vice president in April 2016.
Company president and CEO Jon Vrabley has been appointed interim CFO by Huttig’s board of directors. A search for a new CFO is underway, Huttig said. Vrabely has served as president and CEO of Huttig since January 2007. He also served as interim CFO from June 2015 to April 2016 and as chief operating officer from Novermber 2005 to January 2007.
Additional details regarding the personnel change were not revealed.
Jones Stephens hires sales manager
Jones Stephens hired Jason Kokaska as area sales manager for Illinois. Kokaska will focus on single and multi-family contractors across all product categories – including plumbing, contractor specialties and MRO products.
Kokaska, an industry veteran, brings seventeen years of related experience to Jones Stephens. From 2012 to 2017, he was business development manager for Reliance Worldwide Corp. His resume also includes sales experience at Interstate Hardware and Hutter Wholesale – both in the Denver area.
Jones Stephens is a manufacturer of plumbing specialty products. With 18,000 SKUs within 14 product categories, the distributor provides a selection of innovative, hard-to-find specialty and common plumbing products.