Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SATURDAY, February 11, 1995 TAG: 9502130026
SECTION: BUSINESS PAGE: A-4 EDITION: METRO
SOURCE: JEFF STURGEON STAFF WRITER
DATELINE: LENGTH: Medium
The head of Moore's Lumber and Building Supplies was in an upbeat mood Friday as he held the first meeting in at least a decade of his top employees.
``The outlook for us is pretty darn good,'' said Norman Darrer, president of the Roanoke-based chain. ``We have focused on our customer, and we know who our customer is.''
The first of 350 store managers and salespeople arrived from 10 states for product demonstrations, training and motivational talks. Events run through Monday at the Sheraton Inn Roanoke Airport.
The convention area - decked with orange, black and white Moore's signs - had a festive air, the mood no doubt heightened by the company's improving fortunes.
During the past decade, Moore's rode out its former parent company's bankruptcy and faced intense heat from competitors operating hardware and building materials superstores.
To cope, Moore's has been restructuring all 52 of its stores to cater to professional remodelers and craftspeople. It has reduced overhead while buying delivery trucks, installing new computers and upgrading customer-service counters.
Each store carries 10,000 to 12,000 products, counting all sizes and colors of lumber, roofing material, doors and the like. That's about one-fourth the inventory of a superstore such as Lowe's, which targets consumers as well as builders.
The changes have produced results. Darrer predicted average annual sales per store will rise this year, for the fifth year in a row, to $6.9 million. He said the chain is profitable but that he was forbidden from releasing data by Moore's parent company, Harrisons & Crosfield Plc., a London-based producer of chemicals and distributor of timber and building supplies.
Were the company not making money, events such as the training weekend attended by 20 percent of the Moore's work force would not be possible, said Dwight Manning, senior vice president of operations.
Darrer said the type of intensive product and training lectures available will have many practical benefits.
``If we train people, they get confidence. If they get confidence, they sell better. If they sell better, they themselves can earn more,'' Darrer said.
Moments after Darrer spoke, one of his employees stepped forward to try out the Bostitch Quick Driver. It is a power screwdriver on a long handle that eliminates the need for bending and drives 167 screws without reloading.
``The contractor needs this tool and will enjoy using this tool,'' the lecture leader said. ``They're going to handle the screw one time.''
Technology is transforming the building industry, and store employees need to know how, Manning said. Half of the builders have forsaken the hammer for the power nail driver, which shoots nails into wood or concrete with a blast of air, he said.
by CNB