True Value goes Yard
The company's 'Pro Yard' solution speaks the language of the contractor market.
True Value’s effort to broaden its reach to the LBM dealer was on full display in Chicago at its most recent Reunion. One particular effort was in “The Pro Yard,” a customizable store solution to boost retail sales for LBM dealers.
The offering with its more than 300 lineal feet of professional contractor sets was featured on the market floor.
The solution is flexible, according to Jason Blair, director of strategic alliance accounts for Chicago-based True Value Company. It can be configured as a complete store solution or as an individual department or stand-alone planogram, depending on the needs and goals of the business. But it has some qualities designed specifically with the LBM dealer in mind.
True Value has many converts of its Destination True Value assortment and layout program for hardware stores. The Pro Yard is a similar idea for lumberyards to bring in a high-performing retail area.
The Pro Yard launched in February and more recently added plumbing and electrical. “Being a distributor allows us to aggressively pursue more pro dealers,” Blair said.
The Pro Yard offering is designed to make retail execution easy for a busy building supply dealer. For instance:
- Permanent end caps designed to need less attention and restocking than a typical retail setting;
- Shorter racks than a normal retail setting, so the contractor yard employees can more easily see and monitor the retail area; and
- An emphasis on brands, because that’s what research reveals the pro wants in product. Among the brands featured in the Pro Yard layout are DeWalt, Liquid Nails, OSI, Simpson, USG Joint Compound, 3M, Diablo and dozens more.
The whole assortment is “easy to maintain,” said Blair. And the simplicity is summed up by the Pro Yard’s unofficial slogan: “one vendor, one truck, one bill.”
It’s unlikely for customers to achieve 100 percent uniformity in that regard, he said. “But if we can solve for them 90% of that goal, then that means the pro yard is saving time and they can reinvest that time and effort back into their business.”
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