Selling the latest Story at a Glance in home security

THE BAD news: Every six seconds expandable, since additional door/window sensors and lamp modules can be purchased.

I a home is burglarized. Three out of four homes will be burglarized in the next 20 years. Only 5% of stolen goods arc ever recovercd.

The good news: Homes with security systems have 15 times fewer burglaries. And due to irrcreasing motion sensing and light activating technology, affordable security systems are becoming more commonplace in homes and on home center shelves.

Eversafe makes similar alarms. A portable motion-activated alarm attaches easily to any window or door with Velcro and emits a loud waming when it detects movement. They also offer light-activated timers and light-activated sockets that automatically tum lights on and off to make it look like people are home even when they're not.

Outdoor motion sensors automatically activate lights when they d€tect heat in motion within a ceftain radius. Heath Zenith, for example, makes a number of different models using pulse count technology to ensure accuracy and prevent false alarms caused by rain or blowing leaves. A photocell shut-off saves energy by deactivating the sensor in daylight.

For the indoors, the company produces motion sensing wall switches and even an entire wireless home protection system, which flashes lights and sounds a pieqcing siren if anyone tries to enter a guarded window or door. It is

Even the packages of the products help sell. Heath Zenith packages are compact enough to be easily handled by consumers; a full wireless security system comes in a box 14 inches wide by l0 inches tall. Type on the box is bold and reversed out to attract attention even in low lit display areas. And the top of the box folds back to create a point-of-purchase display with the system in full view.

Larger operating displays are also available. "Working displays give retailers a chance to demonsEate how the products operate," says Heath Zenith's Bruce Peterson. "Unfortunately, what

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Rlrlng you gain can be offset by it aking uP too much shelf space. It's really got to be worrh it to demo it. The retailer must have a good rEason."

Still, enough information must be provided so the consumer can make a proper choice. "We offer eight different light conrols, so there must be a reason for the difference in price points," he says. This especially necessitates more than line art and a price in co-op advertising.

He suggests placing the low end items on the lower shelves and fte stepup products closer to eye level, deducing people will come in for the low end items anyways.

While usually displayed in the electrical or hardware area, motion sensors are ideal for end caps. Heath Zenith research shows a 607o increase in sales for products on an end caP with the price promirrcntly displayed.

Some retailers like to sandwich them around light bulbs, since the bulb is the one component not included in the security kits.

Finally, product knowledge is vital. "With 22,000 stores canying our products, we've found the most successful retailers have as much taining as possible. They hold semi nars and bring vendors into the stol€. lt's a tremendous boost to have knowledgeable salespeople," he says.

They should know how the products work, the difference in comparable products and the basic how's and where's of installation. Suggest placement at the front door, back doors, sliding glass door, windows, indoor hallways and dark spots in the yard, expens say.

Interest in this new product category is growing among consumers. So should awareness among retailers.