Q&A Thought Leadership: Strengthening the Fastener Department

Eric Rohrschneider has spent more than two decades in the fastener industry, holding leadership roles in product management, manufacturing and marketing. As vice president of marketing for Kalamazoo, Michigan based Midwest Fastener, he works closely with retailers to develop merchandising strategies, optimize category performance and help independent dealers build more productive fastener departments.

In this exclusive conversation with Hardware Connection, Rohrschneider discusses how the category continues to evolve beyond commodity products, why merchandising and project-based solutions matter more than ever and how retailers can improve profitability by matching the right assortment to the right customer.

Hardware Connection: When you think about the independent hardware channel, what role do those retailers play in Midwest Fastener’s success, and how does that shape the company’s approach to serving them?
Eric Rohrschneider: The independent hardware channel is in our DNA. We were built in this channel, and it remains the most important market we serve. Events like the Independent Home Improvement Conference continue to be incredibly important because they bring the independent channel together, and that’s where we’ve always focused our attention. Serving independent retailers and partners throughout the channel is central to our success. That’s who we are as a company.

On a personal level, what do you enjoy most about working with independent retailers?
The direct, immediate feedback. That kind of unfiltered input is extremely valuable, both in my role and for the company as a whole. It helps us keep our finger on the pulse of the industry. We have more than 200 sales representatives in the field every day, so we’re constantly hearing what retailers need. We take that feedback and develop solutions that address the channel’s specific needs. Listening to our partners and responding to what they’re telling us remains one of the most important things we do.

What fastener trends should independent retailers pay attention to?
Fasteners are still a conservative category, so change doesn’t happen overnight, but several trends continue to gain momentum. Premium corrosion-resistant fasteners remain front and center. Whether it’s stainless steel or advanced coatings, regional requirements continue to evolve, and retailers need to carry products that meet those demands. Building codes and structural requirements also continue to change, making application-specific fasteners more important than ever.

Consumers are much more informed today. They’re researching projects before they walk into the store, and they’re looking for the right fastener for a specific application rather than a one-size-fits-all solution. Convenience also continues to be a major advantage for independent retailers. Having the right products available when customers need them remains one of the channel’s greatest strengths, especially when combined with knowledgeable service. Labor-saving products are another important opportunity. Whether it’s a contractor or a serious do-it-yourself customer, people want products that help them complete projects faster and more efficiently.

From the retailer’s perspective, we’re also seeing a shift away from bulk fasteners toward packaged, traceable inventory that’s integrated into inventory management systems. That provides better inventory control and helps retailers manage their investment more effectively.

Finally, tariffs and ongoing inflation have reshaped the pricing landscape over the past several years. That’s something retailers will continue to navigate as the market evolves.

What separates retailers who simply stock fasteners from those who truly maximize the category?
Simply stocking fasteners isn’t enough anymore. Retail space is valuable, so every category has to be productive. The most successful retailers carry the right fasteners for their customers and their market. They work closely with partners to develop assortments that maximize space and deliver a strong return on investment.

Successful fastener departments help customers find the right solution for the job through clear organization, application-based merchandising and complementary product displays. Today’s retail environment is much more data-driven than it used to be. Retailers are paying close attention to margins, inventory turns and inventory control. Those who actively manage the category, not just stock it, improve customer satisfaction, generate repeat traffic and make better use of their capital investment.

You’ve worked with retailers across the country. What do successful ones do to better merchandise and market their fastener departments?
There’s still tremendous opportunity in how retailers merchandise the fastener category. Today, it’s about telling a story. You need to communicate the benefits of the products you’re carrying and connect them to specific applications customers are trying to complete. The category also needs to be easy to shop. Customers should be able to navigate the aisle quickly, find the right solution and understand why one product may be a better fit than another. Retailers who do this well build an entire merchandising program around the category. They create project centers, use point-of-purchase materials to reinforce the message and merchandise complementary products together. Instead of selling a handful of screws, they’re helping customers complete an entire project, whether that’s with the right tools, accessories or other materials. That transforms a small purchase into a much larger sale while creating a better shopping experience.

Many retailers haven’t updated their fastener department in years. If they’re considering a possible reset, what questions should they ask, and what specifically should they know before getting started? The first question is always, “Who are my customers?” You need to understand your customer base and the demographics of your market before making decisions about the category. Fasteners occupy valuable retail space, so you want to make sure you’re carrying the right assortment for your customers. That’s where working with a trusted supplier becomes important. We can analyze the available space, whether it’s 16 feet or more than 100 feet, and recommend an assortment that’s designed to be productive for that specific market.

Retailers also need to think about how they bring customers into the store. Brick-and-mortar retail continues to compete with online shopping, so creating a destination matters. The fastener department should provide solutions, not just products. That’s where a knowledgeable partner insights and category expertise to the
planning process.

You’ve spent your career in product management, manufacturing and marketing. How have customer expectations for fasteners changed over the past decade, and how should retailers respond?
Customers expect more information today than they did ten years ago. Whether that knowledge comes from a well-trained associate or digital resources in the store, people want confidence they’re choosing the right fastener for the job. That’s especially important because projects have become more application-specific. Customers want to understand which fastener works best for a particular material or installation, and retailers need to be prepared to provide that guidance. We’re also seeing greater appreciation for quality. Price remains important, but it’s no longer the only factor in the purchasing decision.

Customers are willing to invest in higher-quality products when they understand the benefits. Convenience and labor savings are also major considerations. Whether you’re a contractor or tackling a weekend DIY project, saving several hours of work has real value.

What’s one merchandising mistake you frequently see in the fastener aisle, and what can retailers do to improve both the customer experience and sales?
Simply putting products on the shelf without telling a story is a big mistake. Customers need help understanding what they’re looking at and why certain products are better suited for specific applications. Good merchandising should make the category easy to navigate through clear organization, color coding and effective point-of-purchase materials. When the merchandising communicates the benefits, associates don’t have to spend as much time explaining every product to every customer.

We’re also seeing what I’d call a trend toward “premiumization.” Customers are increasingly interested in higher-quality fasteners, so retailers should think about offering good, better and best options where appropriate. Construction fasteners are a good example. Years ago, one product often handled every application. Today, customers recognize there are products specifically engineered for different jobs, and many are willing to pay for those advantages.

What makes for an effective approach when merchandising and marketing fasteners?
The retailers that really stand out intentionally plan their stores. Rather than just stocking products, they create project centers that bring together everything customers need for a particular job. Whether it’s deck repair, fence repair, mailbox installation or seasonal farm projects, they merchandise the entire solution in one location. The merchandising, point-of-purchase materials, advertising and social media all support the same message.

Some retailers even build displays that demonstrate the project, whether that’s a chicken coop in a farm store or another project display that brings the category to life.

Looking ahead, what’s your bold prediction for the fastener category, and how do you see Midwest Fastener helping independent retailers succeed?
I believe the category will continue shifting away from being viewed as a commodity and become increasingly project- and solution-focused. Retailers that simply present customers with a wall of screws will find it more difficult to compete than those that help customers complete projects faster, easier and with greater confidence.

That’s where Midwest Fastener is well positioned. Our role goes beyond supplying fasteners. We help retailers simplify the category, improve merchandising, understand their customers and build more profitable assortments. As customers continue moving toward premium products and more application-specific solutions, we want to help independent retailers create higher-margin categories while competing effectively against the national chains. That’s where we believe we bring the greatest value.