Hardware Retailing The Industry's Source for Insights and Information
While the specific type might vary, pests are a common challenge for homeowners. According to a survey conducted by The Harris Poll on behalf of the National Pest Management Association, 85% of homeowners reported seeing or having trouble getting rid of insects, rodents or vermin in their homes in 2021.
Lanier Do it Best in Burgaw, North Carolina, has capitalized on this consistently in-demand category, expanding its pest control category from 12 to 44 linear feet of selling space in 2021. Amos Lanier, who is in the process of taking ownership of the company from his parents, gives insights into how he boosted this category by paying attention to regional and seasonal factors and being intentional with product arrangement.
Lanier shares his best practices for selling and merchandising pest control products that have led to the category’s successful sales.
1 Cater product selection to regional and customer needs.
The expansion of the pest control department was part of a 5,000-square-foot addition to the store. To fill the additional space, the Lanier Do it Best team initially purchased discounted pest control planograms from the store’s wholesaler. Since then, Lanier and his team have curated the category’s selection further by tracking sales history data provided through the POS system.
Lanier says the operation has been stocking pest control products needed in the Southeastern U.S. since the category’s inception, but demand and customer requests motivated the business to add alternative product choices and increase the stock quantity in areas with unusually high demand.
“Fire ants, mosquitoes and snakes are notorious pests in our region,” Lanier says. “Mole and vole issues have been unexpectedly high, and we’ve noticed an increased demand for bedbug products, so we added more of those products during the expansion.”
What’s Bugging Homeowners?
Stock the products needed to combat the top five household pests that
homeowners encounter.
ANTS
SPIDERS
MOSQUITOES
WASPS
RODENTS
Source: What’s Bugging You: 2022 Survey of Homeowners, Hometeam Pest Defense.
2 Rotate displays with the seasons.
Consumer pest control needs often hinge on the season—so should your merchandising. Lanier says planning merchandising and circulars around what pests are most active in each season will lead to higher sales and a streamlined shopping experience for customers.
“For example, when it gets cold outside, mice and rats try to sneak into customers’ homes for food and warmth,” he says. “Displaying rodent prevention and traps prominently on endcaps during the winter months will catch customers’ attention and lead to sales.”
Kill It With Pest Control Merchandising
A well-merchandised pest control category will promote a convenient shopping experience and encourage return customers.
Display seasonal products in highly visible areas. Promote seasonal pest control products by utilizing endcaps and stack displays in power aisles to draw customers’ attention.
Use cross-merchandising. Cross-merchandising leads to impulse sales and reminds customers of items they may have forgotten to put on their list.
Group chemicals by end use. Displaying all insecticides or all rodent products together organizes the department, making it easier to see the various product options.
Merchandise different product sizes with intent. Place larger sizes, like gallon buckets, on the bottom shelves for easy maneuvering. Sprayers and refills go on the middle shelves at eye level and smaller sizes sit on the top shelves.
Keep the area organized, full and clean. Remove damaged packages, clean up any spills and keep aisles clear to make the department easy to shop. Ensure shelves are stocked so customers are confident all their needs will be met.
For a refresher on pest control product knowledge, employees can take the lawn and garden module of the Basic Training Course. It is available to North American Hardware and Paint Association members at YourNHPA.org/academy.
The Right Answers
5 Pest Control Solutions to Share With Customers
Lanier says customers sometimes end up choosing the wrong product to combat their pest issues because identifying the most effective solution isn’t always straightforward. Encourage employees to share these pest control solutions.
1. Remove grubs from the yard to get rid of moles.
2. Use a spray to eliminate flying insects from the yard.
3. Utilize dunks to kill insect larvae in standing water.
4. Employ foggers to spray a yard and temporarily
clear out insects.
5. Use granular products and sprays to get rid of ticks.
Source: Selling Lawn Pest Control Trainer’s Toolbox, NHPA
A Clear Sign
See how one retailer uses clever signage to direct customers to the right pest control products at hardwareretailing.com/pest-signage.
3 Consider add-on opportunities.
According to the Hometeam Pest Defense Survey of U.S. Homeowners 2022, 64% of homeowners who treat pest problems on their own are unable to fully resolve their issues.
Lanier says his employees’ knowledge of add-on opportunities and ability to sell complete pest control solutions have equipped customers with the know-how they need to solve their pest control problems on their own.
Pest Control Add-Ons
Boosting Revenue With Extra Sales
Lanier shares the add-on opportunities that go with different products in the pest control category.
Concentrated product—>dial sprayer and hose
Granular product—>spreader
Traps—>preventatives
Marking dyes—>liquid pesticide
Goodbye Pests
Learn how one operation rents live animal traps for pest control at hardwareretailing.com/animal-traps.
