Outside-the-box ideas for hardware stores to boost sales
Whether you’re in a sales slump or on the lookout for fresh ideas, it rarely hurts to try something new—or perhaps revisit a tactic from days gone by. With that in mind, here’s a slew of marketing tips from a range of experts.
Ideas to juice sales
Don’t scoff at old-school marketing tactics like sponsoring local ball clubs or events, says Courtney Zalesak, who owns a digital marketing agency that’s focused on the home services industry. Also, being charitable can go a long way toward building brand loyalty and awareness. “Donating materials to improve community spaces raises brand awareness and referrals. One hardware store I worked with saw sales climb 15 percent after starting community outreach,” she says. Another tip she offers is to focus on high-margin or custom specialty items that perhaps aren’t always available or in stock at big-box stores, such as countertops, flooring or cabinets.
Jason Lamprey, owner of Lamprey Construction, casts another vote for focusing on specialty items and active community outreach. It also pays to provide flexibility for customers. In his business, he offers 24-hour emergency services and free delivery for large purchases. Making other people’s lives easier “builds loyalty and attracts new customers through word of mouth.”
He’s also found success sponsoring or participating in community and charity events like “renovation days,” where companies donate materials and labor to improve local spaces like playgrounds. “Events raise brand awareness, especially with younger homeowners, and it can be a way to showcase expertise.”
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Brett Henrichsen, a printing entrepreneur, says that beyond offering geography-specific niche products like steel sheds or yard decor, it’s essential to invest in digital marketing tactics. Store owners can increase web traffic and earn repeat customers through targeted social media promotions and taking strides to bolster search engine optimization, which ensures your website appears near the top of the page for relevant searches. “Hardware stores should build mailing lists, start a blog on home projects, sponsor local influencers and run social media contests. E-commerce opens 24/7 sales and lets stores ship niche products anywhere,” he says.
Magee Clegg, CEO of Cleartail Marketing, offers more specific evidence on the potential fruits of investing in marketing. According to Clegg, his company helped a kitchen supply store increase sales by crafting content highlighting its specialty bakeware and cutlery. “Their organic social media traffic increased over 600 percent in six months,” adding that he helped “boost a client's revenue by 278 percent in a year by optimizing their website and Google My Business listing.” It’s all about being visible and near the top of the page when people search “hardware store near me.”
In-store events are also worth consideration. Clegg recommends "DIY Workshop Day" events where experts demonstrate building popular items (like planters) or hold tutorials on how to use certain power tools (that just so happen to be on sale that day, perhaps). Bonus points for co-hosting a crossover event with a different company in town that perhaps provides complementary services to your own to tap new customers.
Another marketing expert who works with hardware stores, Haiko de Poel Jr., touts the tangible impact of hosting events. He claims DIY workshops boosted one of his client’s store’s sales by over 25 percent that month. “People came for the experience and stayed to shop,” he says.
It also makes sense to capitalize, maximize and potentially monetize whatever space you have. You might consider turning a store section into a “maker’s space” or gallery to showcase local artisans’ work. ”One store created an area for woodworkers and saw a 12 percent increase in lumber sales,” he says. You might not be equipped for hosting weddings like Crest Hardware in its heyday, or perhaps even a beer garden, but why not try something different?
Even if you’re not a fan of the camera, you may have a budding star in your midst. CEO of Business Builders, Jay Owen, recommends trying video or audio content to build buzz. “Start an entertaining and educational YouTube channel showing how to tackle common DIY projects,” he says. Alternatively, you can leverage other people’s star power by sponsoring rising renovation influencers or folks with smaller but dialed-in followings. Owen’s also found success with podcasts. “We saw a 30 percent increase in new customers after starting a home renovation podcast and promoting it across social media. The podcast built authority and trust, and many listeners ended up shopping in our stores.”
Finally, one more way to appeal to new customers could be through more eco-conscious or local offerings. According to Josh Qian, COO of Best Online Cabinets, “Hardware store owners can create a niche by specializing in eco-friendly or locally-sourced products that appeal to environmentally conscious shoppers.” That might include carrying turtle-friendly lighting, windows that are safer for birds, low-VOC paints or maybe plants potted at a greenhouse just down the road.
One more idea: “Organize community-driven events like fairs where locals can bring broken items for repair advice, ” says Qian. That’s the sort of personal, meaningful touch that increases referrals and word of mouth—and turns customers into brand ambassadors.