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he knows how to get color right." He added that the campaign emphasizes value and a return to Depot's core of "being real, authentic and genuine."

The new ad campaign also jabs at Lowe's, which is considered more female-friendly and style-oriented and is Depot's biggest rival.

"Stores that look more like a warehouse than a Lowe's are at an advantage," said retail consultant Howard Davidowitz. "Right now, what the consumer is responding to is value. Frankly, it's the only thing."

Last fall. Home Depot cut prices on certain items and discontinued unprofitable promotions on others. Lowe's fought back with its own taglines of "Everyday low prices" and "new lower prices."

"Lowe's is a formidable competitor," said Bifulco. "We want to make the Home Depot different and better and special, but we don't fall prey to Lowe's envy."

Mixed Pallets From Versatex

Versatex has launched a SmartSize Skidz program that allows dealers to order smaller, mixed-pallet orders of PVC trimboards-and still receive a bulk discount.

Dealers can order up to five different sizes of in-stock PVC trim in a single pallet, which reduces inventory and lowers operating costs.

"Dealers can adjust the tallies and lengths to their specifications, to get the benefit of a bulk buy on five different sizes in one factory-made unit," said Rick Kapres, v.p. of sales. "The fact that the units are factory packaged also benefits the dealer as it keeps the product clean and protected."