Merchandising for the g reen-it-you rselfer

worth evaluating. With people looking to simplify and probably planning to spend less during the holidays, perhaps positioning a warm, new interior as a part of familycentered holiday could be an effective message strategy.

Second, draft busting or weatherproofing. It's not as glamorous as adding a new designer color scheme to the living room, but eliminating drafts can improve thermal comfort in a home and save lUvo-l1%o on heating requirements. Most dealers already carry enough of the product and materials to develop an effective end cap or floor display. Make sure expanding foam sealant and other caulks and sealants are zero-VOC and free of other chemicals of concern.

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A suMMER. According to the National Y Y Oceanic & Atmospheric Administration, July was the hottest month ever recorded in the continental U.S. Two-thirds of the country is experiencing drought. And then there was the "super derecho" storm that wreaked havoc across the Midwest and Mid-Atlantic. More than two million acres have burned and much of the West is still in its fire season. Add to this extensive crop damage and, all in all, it's been a harsh summer.

What will autumn bring? And winter? Perhaps property owners are thinking the same thing. My hunch is that we're due for an uptick of d-i-y projects. If so, what can dealers do to prepare for what comes next?

Certainly, preparations for extreme weather in areas where it might be expected would be sensible. Big rains and floods? Blizzards and ice storms? Or maybe this winter will cut us a break and be calm and mild. That would be nice. A little research can help you pick products so you can merchandise them in time to help your customers protect their property, whatever the weather has in store.

But instead of focusing on the exterior, I'd like to turn our attention to the interior. How can we help do-it-yourselfers, or rather green-it-yourselfers, undertake projects this fall to make their homes warm, cozy, and comfortable for the winter months ahead?

First, paint. This should be automatic, and presumably plans are already underway to merchandise your core zeroVOC paint brands, and a few niche products, too. If you're still looking for a dependable line with a strong designer brand, Yolo Colorhouse (www.volocolorhouse.com) is

Third, loft insulation. This is an easy weekend project for an experienced homeowner or handyperson to take on. Energy savings can be substantial, as well as improved thermal comfort winter and summer. It might be worth making those points in your promotions. Choose formaldehyde-free batting or loose fill. Better, choose products made from natural materials, such as those from Bonded Logic (www.bondedlogic.com).

Fourth, windows. For homes with single pane windows, there are limited options for improving thermal performance, short of replacement with double or triple pane windows. Replacement is expensive and may be well worth the investment if projected energy savings are significant. But if outright replacement isn't an option, there's a new innovation that seems a perfect solution for homeowners. Indow Windows (www.indowwindows.com) has developed a window insert that comes close to doubline the R-value of a single pane window, and it reduces noise. too. It mav not be available in all areas of the country, yet, but it's definitely worth a look.

Turning each of these projects into end caps or floor displays can boost sales and provide real value to your customers. You'll feel good that no matter what the weather has in store and helped people feel a little wafiner and safer, too.

Jay Tompt Managing Partner William Verde & Associates (415) 321-0848

williamverde.com