SPRING 2011

12 THE DISTRIBUTOR’S LINK
Robert B. Footlik
The most obvious differences between a “big box”
distributor and the typical Fastener Distributor are at the
counter. Certainly size is a factor, but even with
“greeters” and well trained employees the “big box” is
just a huge building filled with product but devoid of
personality and offering little real customer service.
Smiling “Associates” are nice but there is very little
product knowledge and substance behind the mask.
Fastener Distributors know that the sales counter is
the only place where their customers receive respect and
the answers they need. Well trained personnel are a
vital component of this sales effort, but that doesn’t
mean that one can neglect the environment where these
interactions take place.
A well designed counter leads customers
to what they need, and reminds them of
things that might otherwise be
forgotten, while providing
education about new products,
tools and techniques. There
are many elements to
establishing an image of
being the single best source
for fasteners and supplies.
Whether planning a new space,
redoing an existing area or just
evaluating what you have here are a few of the
main considerations.
Robert B. Footlik is a licensed professional engineer. A graduate of Illinois
Institute of Technology, he has worked extensively in the fields of material
handling, plant layout, packaging and management systems. The firm of Footlik
and Associates serves as staff warehousing and materials consultants to six
trade associations. Footlik writes for 12 trade and professional journals. Footlik
and Associates is located at 2521 Gross Point Road, Evanston, Illinois 60601;
phone 847-328-5644.
RE-EVALUTING YOUR COUNTER EFFORTS
Color
A bright, airy and comfortable environment can be
established through creative use of color and some
relatively simple eye catching design elements. Plain
white walls might be cheap initially but these work
against the sales effort. It costs the same to spread a
color as it does to paint a wall white, so a minor
investment in color coordination is the least expensive
way to upgrade any sales display area. In a new facility
spray painting the ceiling white will make the room
appear cleaner and more spacious. Doing this in black
lowers the ceiling height while hiding ductwork, conduits,
bar joists and other unsightly utilities.
A good compromise is to use a multicolor paint such
as Sherwin-Williams “Multispec” that can be rolled or
sprayed to provide a nice appearance while hiding all the
flaws. These finishes use a water based pastel or light
background with gels of color forming dots to disguise all
the joints and surfaces. Generally they are applied with
a High Volume, Low Pressure (HVLP) spray system which
minimizes over spray and masking requirements. Many
fast food and retail stores use this finish to good effect.
Properly selected and applied to walls they are very
durable and will make products such as tools stand out
while the background disappears.
Accent colors can pick up on any of the
droplet tones and be applied to
Fastener Distributors
know that the sales counter
is the only place where
their customers receive
respect and the answers
they need.
moldings or even a simple
“ribbon” of 1.5” x 4” expanded
foam blocks applied around
the top of the wall displays,
door jambs and other
millwork. Painting doors,
columns and other features
with the same color can turn an
eye sore into a design element to
help break up the space visually.
Wall Displays
The choice for hanging wall displays used to be
limited to pegboard. Today there are a multitude of
alternatives. “Slat wall” is the most popular and 4’ x 8’
sheets are available as unfinished, primed, painted or
even covered with laminate. You probably have seen
this in use on walls and free standing displays at retail
stores. There are also “Grid Wall” systems that use ?”
steel wire welded into a 2” x 2” pattern. These are
especially effective when used as dividers or free
standing displays with product on both sides. Gold,
black and white powder coat finishes are readily
available as well as plated metal.
please turn to page 108