Not merely cosmetic

“It’s time for us to stop selling commodities and start selling a product,” Jacques Boudreau, Lulumco Inc., told the audience at Thursday morning’s panel discussion on Presentation of Product in the Marketplace. This sentiment was echoed by the other panelists, who encouraged mills to concentrate on both quality and packaging in order to enhance their image. “To speak of presentation is really to speak of quality,” said Pierre Bergeron of Scierie des Outardes.

A positive first impression goes а long way with our and customers.” Georgia-Pacific Corp’s Philip Rossmeisl agreed. “They are very pleased when a truck or rail car arrives in their yard in good condition, clearly identified and uniformly packaged. It makes the process of handling. Storing and re-shipping that much easier”.

Presenting the panel with a customer’s point of view, Rossmeisl suggested that standards be developed, such as green paint for the identification of green lumber and red paint for kiln-dried material. He added that timeliness and protection are important aspect of shipping.

Overseas shipping requires special consideration, said Bergeron, sales director. Overseas Markets, for Scierie des Outardes. Bundles may be handled eight or 10 times before reaching their final destination and they must be sturdy enough to stand up to this treatment. One panelist said forklifts sometimes drive on bundles stored under the deck. Bundles must also meet the specifications of the buyer’s country. Bergeron suggested exporters use bearers to facilitate handling, end painting and clear mill identification.

“Environmental issues have only started to influence customers’ attitudes,” Bergeron warned. Plastic wrapping for kiln-dried wood may fall out the horizon is bar coding, which Bergeron said may become necessary for international shipping.

Representing the European point of view, Ian Campbell of Noranda Forest Sales (U.K.) Ltd., reported that one of his customers looks for "clean, bright, square packages, true to size and consistently graded," Consistency of sizing, grading and presentation are of strategic marketing importance, Campbell said, "In an increasingly global marketplace, even commodities must aim for enhanced market image.

"Product presentation is not а cosmetic nicety. In building customer support and loyalty, it could be the difference between success and failure:"

Campbell predicted that there will be greater competition for Canadian goods as European countries become more self-sufficient. The market will demand more kiln-dried and MSR lumber. Demand for paper wrapping and value-added products will continue to grow. Expensive items, such as molded or finished products, dried and pre-cut sizes will have to be protected in containers or shipped under deck.

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