He said most merchandising techniques for functional fluids have been rather unimaginative. Retailers should assist consumers in the buying process by providing better merchandising of the products on the shelf and by organizing them using visual techniques.

The functional fluids section is typically called specialty chemicals, functional chemicals, maintenance chemicals or performance chemicals. Alexander said retailers should pick the header that best suits their section.

In the aisle, he recommends shelf strips in combination with header graphics. The shelf strips identify the sub-segment such as transmission fluid, brake fluid, power steering fluid, gas treatments, stop leaks, etc.

“You sometimes have some scattered signs that might be specific to a brand, but I’m talking about the umbrella kind of signage that helps organize all of the sub-segments of the section,” said Alexander. “Showing where one sub-segment leaves off and the other begins, shelf strips do nicely.”

He said stop leaks are the second-fastest growing sub-segment of chemicals and work well next to the functional fluids section. The sub-segment - power steering stop leak, transmission stop leak, etc. - works hand-in-hand with functional chemicals and will provide higher sales margin.

Signage should include information at the shelf’s edge, said Alexander, advising consumers about the frequency of checking the functional fluid levels.

It’s done scattered, but it would be a lot more useful for a consumer to have consolidated information available in one spot at the section,” he explained. “A little informational flip chart can show how to use these products to maintain their vehicles for better performance.”

Fred Mulfiner, manager of analytical services for Gladson & Associates, said consumers want to take better care of their vehicles. In the long run consumers know preventive maintenance will allow their vehicles to last longer.

“Consumer education is a huge gulf in almost any category,” he said. “If the consumer knows more, they can make their buying experience a better one.”

COPYRIGHT NOTICE:"Reprinted with permission from Aftermarket Business, March, 2000, page 36. Copyright by Advanstar Communications, Inc. Advanstar Communications, Inc. retains all rights to this material." To subscribe to Aftermarket Business, call 1-218-723-9477 or email fulfill@superfill.com.