Christina Lewellen, senior editor of Window & Door
I love this phrase: “channel blurring.”
Thank you Home Channel News for a very interesting article
on the mix-and-match happening in retail channels. This “channel
blurring” can be seen in Home Depots selling household cleaning
supplies, the article points out, or traditional hardware stores selling
The strategy behind such efforts is that when shoppers are out
and about, they might see an unrelated product that triggers an
unplanned purchase, the article explains. As a habitual impulse buyer, I sheepishly acknowledge that this sort of tactic works on me.
So the reward is that buyers may make extra purchases. But the risk, the article notes, is that straying too far from your area of expertise could dilute the power of your company’s brand and identity.
Talk about this. Do you see more window and door channels “blurring”
with other types of products and unrelated services? Are there new retailers adding window and door products? What are specialty window and
door dealers and distributors adding to the mix? Is this sort of
diversity a smart move or opening the door to dealers biting off more
than they can expertly chew? Please send me an email or post a comment to let me know whether you see channels blurring.
The good news is that more respondents say their remodeling and replacement sales will be greater in 2011...read more