Cornering the wallpaper market; array of borders, accessory assortments make customers' 'planned purchases' easier - includes related article - Special Supplement: HomeMarket Trends

Discount Store News, April 5, 1993 by Michele C. Hollow

Multiple displays have wallpaper manufacturers cheering. Their products are not just next to buckets of paint. "Because of coordination, wallpaper and wallpaper borders are displayed throughout the store," said Cindy Enzweiler, sales and marketing director at Borden Home Wallcoverings.

One of Borden's first licensing agreements was with International China. "It is common that many consumers decorate their kitchens with wallpaper, she said. "The borders and dinnerware are a great match."

"When borders are displayed with a coordinated item, the border usually becomes an impulse item," continued Enzweiler. "Customers see the borders attractively displayed and buy them."

Sidewalls are planned purchases because of its application and size. Borders take less commitment and time. Most are peel and hang or wet and hang." The easy application makes them more attractive," said Enzweiler. "They are a wonderful coordinated accessory."

Bedding, bath and dinnerware manufacturers agree. At Wal-Mart, a fixture in the bedding department shows photographed rooms with sheets, window treatments, table rounds and coordinated wallpaper and borders. Borden's fixture at Wal-Mart shows nine large color photos and four to eight additional overhead room settings of coordinated product.

"The photography helps the customer visualize the finished room with all the components," said Enzweiler. "It's like looking at a catalog with everything pulled together."

One the point-of-purchase display in hard lines, the fixture is marked with information telling the customer where other coordinating products can be found. Likewise in the bedding department, the point-of-purchase display lets consumers know where the window treatments, table rounds, and additional borders are located.

Packaging also reinforces the product and company name. For instance, Borden has the Martha Stewart license at Kmart which features coordinated bedding and bath ensembles from J.P. Stevens. All of the components of the Martha Stewart line contain the same package design making it easily recognizable to the customer.

The fixture from Borden, at Wal-Mart and Kmart, holds 72 skus of wallpaper sidewalls and borders. It takes up a 4-ft. by 4-ft. space.

Wallpaper borders are stocked in rolls and the new flat packs on the fixture. "The flat packs are its own billboard," said Enzweiler. "The pattern reads better in a flat pack than on a roll. It's easier to see the design and the repeat of the pattern."

"Flat packs can also be displayed on a gondola shelf or endcap," she added. "We also do a lot of business when they are displayed next to the cashier."

Borden has the Disney license. "Parents see this in the juvenile department and all of a sudden want to decorate their child's room." Borders range in price from $4.99 to $14.99 retail for a 15-ft. roll or a flat pack.

In many cases consumers buy more than one roll or flat pack. One problem that often arises is a shortage of stock. Borden, FSC Wallcoverings and Imperial have order programs at many home centers.