lndiana dealer hits refresh button

acre site across the road from a Super WalMart, swapping what he looks back on as a "poor location, stuck in a residential district that had grown up around it" to prime time on a U.S. highway.

Smart move. But that was then, and this is ten years later. "Time to freshen up and look at our inventory and product mix," he resolved, and with a little prod from his man at Do it Best, who stepped in to study the surrounding market and advise on product mix, the 10,000-sq. ft. store received a makeover worthy of a TV show.

tTt"t VERDICr's Nor in yet. Debate I. is still raging among social scientists over the power of heredity vs. environment in forming one's life. Why do we do what we do? Is it in the genes or in the training?

Either way, Art Dragoo's future was pre-determined from the get-go. His great-grandfather owned a lumberyard. The one that Art grew up in the Indiana countryside-Dye Home Lumber, a yard since 1880-was purchased by his grandfather in 1924, from an owner on the other side of Art's family tree. Art, himself, put in plenty of face time with a broom and sawdust before heading out into the future to work in banking and sales.

Bet you can guess what's coming. In 1998, after 12 years in the big city

(well, Fort Wayne), a longstanding general manager of the lumber operation retired, and the call of heredity (or was it, early environment?) proved too strong to resist. Art stepped back in. "It was a good fit; I like to work in a small business and was looking for an opportunity to take charge of one of my own," he confesses.

Not so small by then, however. In 1930 a second yard had been added in Royal Center, then a third in 1946 when his grandfather (who died in 1 96 I ) broke ground for the Monticello store, today headquarters of the three-yard operation, all about 20 to 30 minutes apart.

Art wasn't a man to march in place. In 2001, he relocated the Monticello operation to a new, l2-

He added 5,000 new products, such as home-d6cor must-haves like vanity tops and kitchen countertops. He expanded the plumbing, electrical and paint lines. He launched a toolrental service, aimed at offering convenience to his roster ofpros and save them a time-consuming drive. "Plus, there are two lakes nearby, and the owners of those summer homes come in here. too." Art adds.

Contractors have always been the mainstay of Dye's accounts, but, especially in these wizened times, maybe eggs belong in other baskets, too-like, those on the arms of women. "I heard, 'Women don't like lumberyards"'-think, dark and dusty, a maze of crowded aisles with no roadmap-a frat house for the good ol' boys who knew the secret handshake. So goodbye, lumberyard; hello, home center.

Art changed-okay, dramatically redesigned-his storefront and, especially, its signage, so that now folks bombing along the highway can spot cues that spur them to swerve into the parking lot.

"We also moved the contractor sales counter from the front to the back of the store, so the entrance is less intimidating for retail shoppers," staffed with friendly people ready to talk a lady through her project. Paint's up front, now, too, paired with other home-improvement vignettes to motivate a re-do. "We re-lit the store so that it's noticeably brighter. And we actually reduced shelving by 25Vo, creating room for displays and taller fixtures, laid out more efficiently. The staff is ready to spot someone needing help. We didn't have to retrain them, but we did add two more people, one from another store plus a plumbing-supply guy."

But the question is, is it working?

"Cash sales are now a larger percent (not larger gross, of course) than contractors' accounts," Art says. "We had a good holiday season. But since Christmas, with the additions in kitchen and bath and countertops, that business has just ignited! People are coming in, getting quotes. There's not a lot of new construction in this recession, but home- owners are sprucing up, replacing a roof, adding a deck, creating a new look without destroying the budget."

Contractors are on hand, happy to inhale the work. And in turn, they appreciate the new tool rental service, the free delivery. ("A rarityl" Art notes, adding, "We found a lot of resistance to a $10 fee for delivering a handful of boards.") Free estimates and design service, too. Hours have not been expanded, but then, they probably don't need to be because Dye keeps the lights on until 4 p.m. on Saturdays.

Dye's 12 employees surprised their boss by cheerleading the project, just when he'd been clenching his teeth in anticipation of grumbles over the chaos. "They weren't afraid of the inconvenience of the store being torn apart; in fact, they thought it was a lot of fun. They stepped up to the plate and appreciated that the remodel offered a lot more stability for all of us."

Even Mike, a gentlemen hired by Art's grandfather back in the 1940s. He'd retired after 54 years, but, Art says, "l called him back to help with screen and glass repairs, and he's here five days a week. He's the first one to offer suggestions and new ideas."

Art's two other stores are benefiting, too. They can send customers to Monticello's showroom or to pick up items that are out of inventory. And Dye's increased advertising and marketing campaigns benefit them, too.

Art uses circulars, newspaper and radio ads to draw newcomers. He used direct mail to send out a 100-page catalog-"an expensive piece, but so good for us-lots of feedback from new customers, who come in saying, 'I had no idea....,"' he testifies.

A grand opening drew hordes of first-timers, too. "We got great response. We also did a promotion that gave away a $l,000 shopping spree, for which anyone in all three locations could register. Got a free newspaper article and a photographer out for that one, too.

"We also sponsor events, like our contractor appreciation lunch in December. We offer training sessions, too, such as seminars on building-code changes or vendors' demos of new products.

Although a website is still in the making, Dye is already active on Facebook. "Those users are not my contractors," Art has to laugh. But they're the customers of the future"a whole. new market. that's for sure"-and the outreach is free. "We post employees' photos and promotions, such as on April l, "April Fool April Tool," offering 2OVo off wtth the mention of the announcement (507o discount for anyone wearing a propeller beanie!).

Another unconventional promo again cost nearly nothing. Art has stationed a giant, 12-ft. Adirondack chair in front of the building, right across the road from WalMart. "People stop to take their pictures in it" and then, of course, proceed to wander throueh the aisles.

The moral of the story is pretty clear: When times are slow, use those moments to spruce up your offerings, refresh your image, and call on creative, rather than costly, new ways to spread the word. Then, you're ready for take-off: 2013, here we come!

Carla Waldemar cwaldemar@ comcast.net

By Ken Dunham, West Coast Lumber & Building Materials Association