Assembly required
Where there’s a niche, there’s a scratch.
Independent hardware stores are getting asked to assemble items customers bought elsewhere.
Do your customers know your hardware store assembles items?
“Our customers are learning of this service via word of mouth,” said David Billman, president of Clinton Hardware, a Do it Best dealer in Clinton, Maryland.
“We have created a few humorous facebook posts of things we have assembled by our assembly crew,” he said, “and we have taken fliers to a new senior living center located on our street with a free key coupon and a list of services including assembly.”
He said that they have moved their service counter from being hidden in the back room to their front area across from the checkout counter and next to the doorway leading out. No one can miss it.
There is assembly happening at the front of the store, he said, and it is visible to their customers who always ask what is going on.
Now, customers ask his hardware store to assemble all sorts of items.
“We have assembled a lot of knock down furniture, shelving units, storage boxes, a dog house, stools and stackable foot stools, grills and even some outdoor equipment,” said this owner.
The team asks that items be brought into the store for assembly and be small enough for easy transport.
“We have made exceptions to the rule on a case by case basis but do not advertise on-site assembly or delivery,” he said.
His hardware business has always done assembly of what they sell for no charge, such as wheelbarrows and grills. But he’s noticed an opportunity to do more.
“A majority of this country’s sales are shifting to mail order and online,” he said. “There is a need for this service. A lot of people know how to shop on Amazon but your phone can not assemble a shelving unit.”
Though assembly has not been a big boost in revenue, Billman said, “it has done a great job of enhancing the small, hometown family image that Clinton Hardware is known for.”
In-store assembly
The positive power of independent hardware retail store services is palpable.
“Having a stressed out, exasperated person with no idea how to get their new item out of a flat box and turned into a shelving unit, or dog house, or whatever,” the owner said, “and then seeing the look of joy and happiness on their face when they come in and see the assembled item – is a great feeling.”
There are challenges to doing assemblies as well.
“Opening a box and finding damage, missing parts or not what the customer ordered,” he said, are just some of the situational woes encountered.
However, hardware stores doing assembly, the owner said, “should be an area for growth as shopping continues to trend towards online delivery – and more and more retail stores close up.”
Billman has some helpful ideas for other owners thinking of doing more in the area of assembly at their hardware stores.
“I would suggest starting with in-store assembly. Some of the knock down furniture is very heavy, not of a good quality, and can come apart easily,” he said.
Also, he forewarned, “the customer might say there is a ‘big door to carry,’ but fail to mention that the door is in the rear of the house, through a fence, down a set of stairs that, by the way, are damaged – good luck.”
This owner said to try smaller assemblies right on the spot in the store, “that way a new customer can wander your store and see what you sell, listen in on your sales staff engaging customers as they come in to shop, and see first hand the level of customer service.”
He said he likes to tell the customer of the many other services that his business offers while his hardware store team carefully and slowly assembles the item.
Ultimately, what’s really great about your hardware store assembling a customer’s item is the chance to shine.
Billman said: “Assembly of items that the big box stores and online giants do not assemble gives us small guys a chance to showcase who we are and what we do.”
Recently, a customer asked his team while they were assembling some stackable stools: “Why are you able to do this, when the big box up the street that we shop at can’t assemble a simple item?”
He answered: “Because we care about helping our customers and making sure you get satisfaction; and I hope you will come to us first next time you need hardware help.”
