Marketing Home Products

It seems the more you have, the more you need. What if Americans traded in all of their “somethings” for nearly nothing? The recent “extreme-downsizing” trend is becoming a tempting challenge for many, and as their piles of possessions shrink, so do their homes.

In “Forget Marta Stewart—Try Martha Hubbard,” Ellen M. Kozak claims she is on the verge of tossing nearly all of her possessions and moving to a small space because the idea of less junk to dust, less floor space to sweep and less to account for is appealing. So appealing, in fact, that some are even setting a limit on the number of things they own. The 100 Thing Challenge, a grassroots movement in which people eliminate all but 100 of their possessions, is a minimalist trend that is proving successful for people across the country who are “overwhelmed with stuff.”

One reason for the purging of our possessions is the technological advances we’ve seen in the past few years. Electronic readers have replaced the books on our bookshelves and iPods have diminished our CD collections. Smart phones have virtually everything we need: camera, calculator, computer, alarm clock, and so much more including, of course, a phone. These things that took up space before are now all housed in one or two central systems. We don’t need alarm clocks, calculators, CD players or books if there’s an option to consolidate all into one device. These objects could even be considered irrelevant, especially to those adopting the “100 Thing” mentality.

But even if you do have more than 100 possessions and haven’t packed up your car and headed to warmer weather where you can toss your bulky winter wear and never worry about that snow shovel, the idea of having fewer items in smaller spaces is a continuing and noticeable trend, especially in the housing industry. According to the National Association of Home Builders (NAHB), the average size of a new- single family home declined from 2,521 square feet in 2007 – the peak of the housing boom – to 2,377 square feet in 2010. After the economic downturn in 2009, it seems everyone learned to cut out what they don’t need. People are now making the most of the space they do have; they’re remodeling their homes instead of moving into new ones.

Whether it’s an extreme elimination of items or a simple downgrade, it looks like the “bigger is better” mentality is on its way out. Much like we’ve seen the change from big gas guzzling SUVs and trucks to fuel-efficient eco-friendly cars, the change from excess to absence in possessions – and subsequently living spaces – is right behind.

The National Hardware Show marked its 66^th year with new categories, exhibitors and the unveiling of about 700 new products – all of which contributed to a highly successful event at the Las Vegas Convention Center. There was something for everyone at this year’s show – from the hardcore professional, to the weekend warrior, to the do-it-yourself homeowner. And the appeal of the show has gone well beyond the traditional hardware and tool industry with the addition of categories like tailgating, outdoor recreation, energy efficient products and pet-related goods, attracting buyers not only from traditional retail and wholesale outlets but channels like grocery, mass, drug, catalog and the Internet. Below are some examples of the most interesting and relevant new products found at this year’s event:

• Tailgating is steadily increasing its presence in the hardware channel, and after a 10-year absence from the National Hardware Show, Coleman celebrated its return by launching the TLGA brand of licensed NFL, MLB and NCAA products in such categories as canopies, quad chairs, coolers and stadium seats. “Sports fans find any reason to get together with family and friends to eat, drink, and watch the game,” said Jeff Diamond, director of product development & brand marketing for Jarden Sports Licensing. “There is an opportunity for retailers to tap into this passionate consumer and provide another outlet for fans to buy products and complete their ultimate tailgate collection.”

• Butler Home Products introduced a brand-new, never-before-seen line of Black & Decker cleaning products, including push brooms, angle brooms, scrub brushes, mops, floor squeegees, and accessories. Lightweight handles made primarily of fiberglass and soft grips set them apart from similar products. “We felt the National Hardware Show was the perfect place for the launch,” said Michael Silverman, senior vice president of marketing for Butler, which acquired the Black & Decker license in January. “That’s where hardware buyers come to shop.”

• Also introduced for the first time was Costco’s Flip Clip line of bike racks, multipurpose racks and ladder rack clips that fit easily onto beams in your garage, shed or barn. “It’s instant tool-free storage, easily customizable and you can quickly change it or add to it,” said Troy Franks, EVP-GM of Cosco.

• For those looking to save time, Craftsman introduced a quick charging system for its NEXTEC line of tools. Throw the 12-volt battery from your hammer or impact driver on the QuickBoost Charging System, wait three minutes and you’re back up to 25% power – perfect for finishing a job without the wait.

• No doubt pet products are growing in the hardware channel. Taking the gold in this year’s Homewares Awards was the Pet Top portable drinking device, a bottle top that fits most standard water bottles and allows your pet to take a swig during long walks or car rides.

• Among the standout eco-friendly products at the show were the Helix EcoMower with heat-treated carbon steel blades, adjustment posts for simple blade tuning and ergonomic handle positioning; and PD Worx’s new dsolv® compostable lawn bag, which holds 50% more leaves, grass and yard waste than standard paper bags. Plus, a portion of the profits go toward the development and maintenance of park lands in the communities where dsolv is sold.

• Capitalizing on the continuing popularity of the outdoor room, Jordan Manufacturing Company introduced its new Eco Friendly Wood Furniture line, as well as the new outdoor furniture line and cushion program done in partnership with HGTV personality Lisa LaPorta. The Eco Friendly line is made from Mid-Western hardwood and stainless steel hardware to prevent rust.

• Sporting the National Hardware Show’s new Energy Efficiency designation was Sylvania’s indoor and outdoor digital timers, which limit the amount of electricity a household uses – thus shrinking the monthly utility bill. “This is an expanding market that needs to be fed quality products,” says Billy Thea, a spokesman for Hardware Innovations, a leading supplier of  timers under the Sylvania brand. “The more you control lighting or other electrical circuits, the more energy you save.”
• The trend toward urban farming is reflected by Nature’s Footprint’s UrBin Gower, a flexible raised bed/organic growing system made for small spaces such as backyards, balconies or indoor spaces. The fact that it conserves water is a definite plus for the green conscious as well.

First we bartered, then we used cash, now plastic. What’s the next big change in commerce? How about your phone? If Google has its way, in just a few short years we’ll all be using smartphones to pay for everything from clothes and food to furniture and homes.

Google recently announced the latest installment in its long line of innovations and applications. Google Wallet promises to revolutionize the way we do business by putting our debit and credit cards, coupons, and loyalty cards all in one place, easily used with just one tap of your phone. Google’s vision? To eventually replace wallets with phones. In the future, the company hopes that Google Wallet will store not only all your credit cards, but your gift cards, receipts, boarding passes, tickets, and keys as well! When you’re ready to purchase something with your Google Wallet, simply tap your phone on the payment receiver at checkout. Google Wallet will automatically apply any saved offers you have for the retailer as well as loyalty points.

Google Wallet is designed to make the checkout experience easier and faster for customers, but what does it mean to merchants? Along with Google Wallet, Google is releasing Google Offers, which will allow businesses to send discounts and coupons directly to customers’ phones.

On its initial release, Google Wallet will utilize the MasterCard PayPass system, but Google is working to develop its own SingleTap checkout system. Initially available on certain Android phones, you can be sure Google is working to bring Wallet to every mobile device. And while the digital wallet currently will only use Citi MasterCard and Google Prepaid cards, Google expects to eventually support all cards.

Retailers like Macy’s, Subway, American Eagle, and Walgreens have already signed on to accept Google Wallet, and retailers who currently accept MasterCard PayPass (including Home Depot, CVS, BP, and Office Depot) will also be capable of using Google Wallet.

As more home improvement companies begin to accept Google Wallet, advertising opportunities for home products will rapidly increase. And who knows, someday you could be paying your plumber, electrician, and even your contractor through the convenience of your phone!

Are you ready to trade in your leather wallet for a shiny smartphone? Do you think offers and discounts on smartphones will be an effective way to engage customers?