At Partners Paint & Paper, business owners Chris and Kelly Collison prioritize giving their staff access to advanced industry education. Learn more about their operation and how investing in their team boosts retention, morale and customer service.
Rags Can Lead to Riches
Paying close attention to your rags, sponges and dropcloths category can be a boost to your operation. Be sure to recommend the right products for your DIY customers’ tasks so they are covered for cleanup or creation.
What You Need to Know: COVID-19
The world has changed significantly in the span of just a few weeks due to the COVID-19 pandemic. Find out how to keep your staff safe and how retailers have responded to the crisis by continuing to serve their communities.
Part of Doing Business
Read the history of Boone Paint & Interiors in western North Carolina, and how owner Doug Pratt and his daughter Jen Pratt, general manager, have focused their operation on dedicated customer service to a broad spectrum of DIYers and pros.
From Your Association
The Paint and Decorating Retailers Association is here to support you and your business during this challenging time. Read this message from the PDRA’s CEO LeAnn Day.
By the time you’re reading this column, the situation in the world may have changed even more than it has over the last two weeks. We are all navigating completely uncharted waters. Whether it’s learning how to do our jobs from home or—as I’m sure is the case for many of you—learning how to manage a business that can’t operate remotely.
So much of your business model relies on making personal connections and providing customized, high-quality service. Now, in this moment of incredible uncertainty, I want you to know that the Paint and Decorating Retailers Association is standing by to help you and your operation in any way we can.
Your doors may still be open; those of you in states where only essential retail stores are operating may be serving your communities in ways you didn’t anticipate. Whether that’s providing personal protective equipment to your local hospital or medical professionals or providing curbside and on-site delivery service to your DIY customers and contractors, you continue to make a difference in your local market. If you have closed your store, you are still doing your part by sheltering in place. All of us are making a difference.
Please continue to communicate with your customers, your neighbors and your government representatives. It’s important that everyone knows your capabilities during this critical time.
Please continue to communicate with your customers, your neighbors and your government representatives. It’s important that everyone knows your capabilities during this critical time.
One preemptive step we’ve taken to better serve you is to make our online training free to all paint and decorating retailers in North America. You can use it as a training opportunity to supplement work for the employees you don’t have on the salesfloor right now. They will continue learning—selling skills, project knowledge and many more lessons that will be beneficial for the future. See Page 48 for details on how to access training or visit pdra.org/education.
Please also let us know how you are managing your operations, what messages you are sending customers and how you are keeping yourself and your staff healthy. It’s necessary that this industry comes together to share these solutions and stay connected when otherwise we are being asked to keep our distance.
Send me an email or call 800-737-0107 to share your experience, if you need to vent or just to have a conversation. I wish you, your families, employees and friends to be well. Take care of each other and stay safe.
LeAnn Day CEO leann@pdra.org
Publisher, Executive Vice President, Sales
Dan Simon dan@pdra.org
Phone: 800-737-0107, Fax: 636-229-4750
Editor-in-Chief
Dan Tratensek dant@nrha.org
Issue Contributors
Diane Franklin
Graeme Haase
Heather Kauffman-Peters
Jerry Rabushka
Karon Warren
EDITORIAL, DESIGN & PRODUCTION
Managing Editor
Melanie Moul editor@pdra.org
Hans Cummings
Autumn Ricketts
Todd Taber
Nancy Vondersaar
Association Coordinator Tina Sullivan tina@pdra.org
Chairman of the Board Tommy’s Paint Pot, Eugene, Oregon DIRECTORS
Robert Mueller
Benjamin Moore Kelowna Kelowna, B.C., Canada
Jay Donnelly
Flanagan Paint & Supply St. Louis, Missouri
Lesley Davies-Baptista Paint Fair Ltd. Freeport, Grand Bahama, Bahamas
PDRA ADVISORY COMMITTEE
Dori Marks, PPG Industries
Thomas Hill, The Coatings Alliance
Eugene Andreassi, Benjamin Moore
Joe Jankoski, Hunter Douglas
Bob Clemence, Hyde Tools
John Shingledecker, Allpro Corp.
Richard Russo, Reed Exhibitions
Mike Dube, Lancaster
The Big Picture
Millers of Good Paint
Acolorful windmill flashes on the refurbished antique neon sign that hangs on Miller Paint’s flagship store on Grand Avenue in Portland, Oregon. The unusual logo was adopted in the 1930s by Miller Paints, an employee-owned company with 56 stores throughout Oregon, Washington and Idaho, that was founded in 1890 by muralist and housepainter Ernest Miller.
“At the time, our tagline was ‘Millers of Good Paint,’ which was a play on words with our company name and reference to the original stone mill purchased by our founder Ernest Miller in the late 1800s in Portland,” says Miller Paint director of marketing Puji Sherer.
“He used the mill to grind his own pigments and make his own paints, as the paint he was getting
from the East Coast did not stand up to the rainy Pacific Northwest climate.”
According to Sherer, residents of Portland marveled at the durability and color retention of Miller’s paint. In celebration of the company’s 130th anniversary this year, the company decided to refurbish its historic neon sign.
“Decades of Pacific Northwest weather left the sign with peeling paint and a faded facade,” Sherer says. “However, the metal structure of the sign was in good shape and the neon was still fully functioning. With a deep cleaning, gentle sanding and a fresh coat of paint, our historic neon sign was lovingly restored to its original vibrancy.”
PC1 EZ PAINT CUP
❯ Holds up to 24 oz.of paint
❯ Top of handle is magnetic to hold brush while not in use
❯ Storage compartment in handle for paint brush, snap knife, pencil, etc.
❯ Pouring spout
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❯ Rigid handle can be held in two different ways
PC2 EZ PAIL PAIL
❯ Holds up to 48 oz. of paint
❯ Handle contains magnets to hold brush in adjustable postions while not in use
❯ Uses diposable liners (PCL6 or similar)
❯ Rigid handle can be held in two different ways
❯ Able to nest for compact store display
PCL6 DISPOSABLE LINERS
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❯ For easy clean-up and quick color change
❯ Each pack contains 6 liners
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Special Promotional Offer!
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PC2
$2T CARES Act Signed Into Law
What the Stimulus Package Means For Your Small Business
President Donald J. Trump signed the Coronavirus Aid, Relief and Economic Security Act into law March 27. The $2 trillion aid package is the largest economic aid relief in U.S. history, according to The New York Times
Among other provisions, the act allocates $100 billion to hospitals to better combat the pandemic.
Legal firm Taft has outlined what the CARES Act means for small businesses. To read the article in full, visit taftlaw.com. Here’s an outline of what is included in the stimulus package.
Financial aid is coming to individuals.
“Recovery checks will be issued in amounts up to $1,200 for individuals, $2,400 for married couples and $500/child (phasing out after income threshold of $75,000 for single filers and $150,000 for joint filers, with a complete phase-out for single filers with incomes exceeding $99,000 and $198,000 for joint filers).”
Unemployment benefits are being extended.
“Unemployment compensation benefits in an amount equal to $600 per week, in addition to any existing state benefits,
for up to four months. The CARES Act provides an additional 13 weeks of unemployment benefits through Dec. 31, 2020, for those who remain unemployed after state unemployment benefits are no longer available.”
The CARES Act funds disaster loans from the SBA.
“The CARES Act will provide $562 million to cover administrative expenses and program subsidies for the U.S. Small Business Administration Economic Injury Disaster Loans and small business programs. Additionally, the CARES Act authorizes $349 billion for the SBA 7(a) program through Dec. 31, 2020,” according to Taft’s article.
Small businesses can seek payroll relief.
“Small businesses can receive a loan for up to $10 million to retain workers and maintain payroll. The loans are fully guaranteed by the federal government through Dec. 31, 2020, and will be forgiven for the amount spent on payroll costs for the eight weeks following their origination,” Taft states.
New Dates Announced for National Hardware Show
The National Hardware Show, originally scheduled for May 5-7, will celebrate its 75th anniversary Sept. 1-3 in Las Vegas. These new dates come after event organizers prioritized the health and safety of attendees, vendors and staff in light of the global COVID-19 pandemic.
The Lancaster 2020 Las Vegas Buying Show will also be co-located on the NHS show floor, giving paint and decorating retail attendees even more access to the latest innovations.
“During these unprecedented times, all of us must do what is needed to flatten the curve,” says PDRA CEO LeAnn Day. “The PDRA supports the decision to postpone the National Hardware Show in the best interests of health and safety for all. We look forward to attending the 75th anniversary show in September.”
How to Communicate During the COVID-19 Pandemic
As the COVID-19 pandemic forces governments, retailers and individuals to remain resourceful and adapt to a quickly changing retail environment, the importance of communicating clearly with customers and employees has never been more apparent.
A recent article from the Harvard Business Review outlines critical steps business owners can take to ensure they are delivering valuable, timely information to their workforce and the communities they serve.
It’s vital to develop a communications team within your business charged with developing and deploying a message quickly. Keep this group small to be able to best focus your message. Try to include members from all parts of your organization: management, human resources and associates.
The next step is putting your message into the world. Post all critical notices to employees in highly visible areas, like breakrooms or behind the register. If your teams communicate electronically, be sure to copy all messaging onto those platforms as well.
In times of crisis, it’s important to keep your business stable, but attempts to drive up sales can ring hollow.
Share the details your customers need, such as new store hours and changes to services or product availability.
Empathetic messaging positions your business as an integral part of the community.
Keep Your Customers Aware of Scams
During this global crisis, you have a role to play in keeping members of your community and your customers safe. In addition to regularly cleaning and sanitizing your stores, safety may also mean sharing warnings about scams regarding national quarantine regulations, health insurance, free home testing kits and more.
The Federal Communications Commission recently issued an alert about consumer scams being delivered through text messages and robocalls. Some of these messages encourage recipients to stock up on supplies because a national quarantine will be announced. The National Security Council issued a statement confirming these scams are fake.
Other scams include HVAC cleaning services to protect against the virus, debt consolidation and criminals attempting to steal personal information and money from people by posing as charity organizations.
Small businesses may also be at risk. Two reported scams include robocalls regarding small business loans and Google listing verifications. Do not respond to these offers and report the phone numbers as spam to the FCC.
6 Tips to Avoid COVID-19 Scams
Share these tips from the FCC with your customers.
• Stick to the people you know. Don’t respond to text messages or calls from unknown numbers.
• Keep information to yourself. Don’t share personal or financial information via email, text message or over the phone.
• Don’t be pressured. Be cautious about sharing information or making a payment immediately.
• Be aware of spoofed phone numbers. Scammers may copy phone numbers with your local area code or even people you know. Remember that government agencies will never call to confirm your personal information or ask for payment.
• Don’t click on suspicous links. Whether deliverd through text or email, don’t click on links you weren’t expecting. Alert your friends and family if you receive a suspicious message from them with a link.
• Do your research. Look up a charity online before donating through solicitation calls or text messages.
Learn more at fcc.gov/covid-scams.
EPA-Approved Cleaners
Krud Kutter and Mean Green Demonstrate Effectiveness Against COVID-19
Three cleaning products from Rust-Oleum have been approved by the Environmental Protection Agency as effective against the coronavirus disease, COVID-19. These products work in 10 minutes when used in accordance to the directions on nonporous surfaces.
Krud Kutter Heavy Duty Cleaner & Disinfectant is a ready-to-use, one-step cleaner combined with a fume-free disinfectant. It deodorizes and eliminates 99.9 percent of bacteria and germs and controls and inhibits the growth of mold and mildew on hard, nonporous surfaces without the use of bleach.
Mean Green Pine Power is a multipurpose disinfectant and deodorizer for use in kitchens, bathrooms, on floors
and other household areas. It cuts through tough grease and is ideal for use on greasy stoves and range hoods, sinks, countertops, floors, garbage cans and diaper pails, toilets, showers, tub and tile.
Mean Green Anti-Bacterial Cleaner is a multisurface cleaner that cuts through tough grease and grime while eliminating 99.9 percent of germs. Mean Green Anti-Bacterial Cleaner is a formula used in health, preschool, hotel, kennel, restaurant, public and institutional facilities. Use it to disinfect the surfaces your family and pets come into contact with every day.
Refer to the CDC website for more information on how to clean effectively for this virus and protect your employees at cdc.gov/coronavirus
Wood Filler
3-in-1 Filler and Sealer from Dap is a water-based formula featuring Chameleon Technology, allowing users to mix stains or pigments directly into the wet state for an exact custom color match. It can be used as a wood filler, grain filler or sealer coat. It has a fast, two-hour dry time, cleans up with water and is low odor. Dap Inc.
dap.com or 800-543-3840
Corner Paint Roller
Paint Life Pro’s Corner+ Roller eliminates the need to brush your corners. The microfiber cover extends over the end of the roller, allowing you to paint walls, corners and ceilings with just one tool.
Paint Life Pro paintlifepro.com
Airless Paint Sprayer
The Titan Elite 3000 features PermaStroke Technology™ to deliver performance between 0 and 3300 PSI. The airless pump has no piston, packing, cylinder or clutch to wear out, and the Sureflo™ Pusher Valve lets users release a stuck lower ball valve without using a hammer. The multiposition cart allows for a low-rider siphon or high-rider direct immersion setup. Large 10-inch pneumatic tires allow for increased portability and travel on rugged job sites.
Titan Tool titantool.com or 800-526-5362
or allow
SamanN | saman.ca
Making Essential Efforts
SamaN Steps Up to Help Supply North America With Disinfectant
Aclear message was sent to North America at the end of March 2020, and that message was, “It’s time to step up.”
The importance for manufacturers and paint and hardware retailers to swiftly adapt to the COVID-19 global pandemic became critical as a wave of state by state closures and mandates changed business as usual.
Reduced hours, curbside assistance, online orders and public safety are a few of the hot questions heroic retailers are currently asking themselves. Inventory on sanitation products has been no walk in the park. Frantic requests for gloves, masks, hand sanitizer and surface cleaners are changing the way manufacturers are assigning their production lines.
SamaN, known mostly for manufacturing wood stain and finishes, has ramped up its COVID-19 relief efforts and is now shipping truckloads of surface disinfectant to customers anxious to sanitize. By reallocating its supply of isopropyl alcohol and other bug-fighting chemicals, SamaN can keep multiple filling lines busy pumping highly sought after virus-busters into ready-to-use customer-friendly spray bottles.
Commonly asked questions about this new product include:
Q: Can SamaN surface cleaner be used as hand sanitizer?
A: Yes, it can sanitize hands, but keep in mind the usage instructions differ, so customers would have to take into account standard eye and skin irritation warnings of typical hand sanitizers. The other difference is SamaN surface cleaner does not contain the glycerin compound used for the gel consistency found in typical hand sanitizers.
Q: Does SamaN surface cleaner bleach surfaces or have corrosive properties?
A: No. SamaN surface cleaner is nonabrasive, noncorrosive and is free of chlorine and phosphates.
By switching gears and labels, SamaN is now a well-oiled antiviral assembly ready to help the paint and hardware industry step up to serve their communities with these critical products.
Gel Stain and Glaze
Available in 14 colors, Unicorn Spit is paint, gel stain and glaze in one. It penetrates deep into bare wood grain or can be thinned with water to glaze over existing finishes, brightening and highlighting painted surfaces.
Eclectic Products eclecticproducts.com or 800-693-4667
Howard
Safe for indoor and outdoor countertop surfaces
Food-Grade Wax Food-Grade Wax
Howard Wax-It-All is a food-grade paste wax that is safe for any surface of beeswax, wax, and food-grade mineral oil helps to revive, seal and protect surfaces in and around your home. Use Wax-It-All on butcher block, stainless steel, granite, marble, soapstone, slate, and laminate cabinets.
Paintable Silicone Sealant
Gorilla Paintable Silicone Sealant is an all-weather sealant suitable for kitchen, bath, window, door, plumbing, gutters and more. It is rain or shower ready in 15 minutes, paintable in 30 minutes and provides mold and mildew resistance. It is 100 percent waterproof when cured and is shrink and crack proof.
Gorilla Glue Inc. gorillatough.com or 800-966-3458
• Helps delay tarnishing and oxidation of bronze, copper, brass, and even wrought iron
• Gives finishes a soft sheen and a smooth feel
• Lock in the oils and waxes after using Howard’s other food-grade products
• Great for woodworkers who need a hard, carnauba wax finish
• Made in the USA with food-grade carnauba wax, beeswax and mineral oil
Product News
Spray Primer
Zinsser Mold Blocking Primer® Aerosol can be applied directly over most surface mold. It blocks mold stains and odor without using harsh cleaners and is EPA registered. It can be used on interior or exterior surfaces. Rust-Oleum rustoleum.com or 877-385-8155
Concrete Repair
QUIKRETE Trowel Grade Re-Cap is a shrinkage compensated material that has a bond strength four times greater than concrete. It can be used to make repairs in driveways, patios, sidewalks or other concrete surfaces. It has a 30-minute working time, a walk-on time of 3 hours and a drive-on time of 24 hours. One 20-pound bucket will cover up to 140 square feet.
QUIKRETE quikrete.com or 800-282-5828
Dust Extractor
Festool’s HEPA Certified CT-15 Mobile Dust Extractor removes dust, water and dirt and has an externally accessible filter for fast filter changes. The CT-15 regulates air flow for applications like fine sanding so users always get the best results. It meets or exceeds all EPS RRP guidelines and is compatible with all Festool systems. Festool USA festoolusa.com or 888-337-8600
mov·ers (moov rs) and shak·ers (SHak rs) e e
You and your customers; the ultimate dynamic duo; an unbeatable team powered by rugged, hardworking Radia. Radia. The definition of performance.
Product News
Paint Remover
StripIt® GOLD is a fast-acting, eco-friendly paint remover. With StripIt GOLD, consumers have a stripper that starts working in as little as 5 minutes and is user friendly. It can remove up to two layers of common household oil and water-based paints in approximately 15 minutes and up to five layers in about 45 minutes using a stripping tool. StripIt GOLD stays wet and active up to 24 hours for tougher coatings or multiple layer removals.
Chemique Inc. chemique.com or 800-225-4161
COLOR MIX SYSTEM LABELS For DYMO® PRINTERS
order blank… or pre-printed…
Heavy-Duty Utility Knife
Olfa’s Heavy-Duty Aluminum Utility Knife features a diecast handle with a wraparound antislip rubber grip. A convenient lanyard hole keeps it close, and it comes preloaded with an 18 mm black snap-off blade.
Olfa
olfa.com
Concrete Stain
HEAVY SHIELD® Solid Color Concrete Stain is a water-based enamel that provides a durable finish and excellent abrasion resistance, extending the life of interior and exterior concrete surfaces. It withstands vehicular traffic, tire marking and hot-tire pickup and is highly resistant to household chemicals. HEAVY SHIELD is tintable to hundreds of colors and can be applied to previously painted surfaces with proper preparation. H & C hcconcrete.com or 800-867-8246
Industry in Action
The Impact of COVID-19 on the Independent Paint Retail Channel
COVID-19, the official name for the new strain of the coronavirus that was recently declared a pandemic, is upending retail. The uncertainty it has brought in the first months of 2020 has had direct effects on the independent paint market. See the industry events
here that have been canceled or postponed as a result of COVID-19, and on the following pages, read how retailers across North America are responding in the face of crisis. Learn what you and your employees can do to maintain a sanitary workplace while continuing to serve your communities.
Impacted Industry Events
Industry in This list is current as of March 31, 2020Action
NACE Corrosion 2020
Postponed until June 14-18, 2020
National Hardware Show
Postponed until Sept. 1-3, 2020
This list is current as of March 31, 2020
PACOA 2020
Spring Dealer Market
Canceled
Look ahead: PACOA 2020 Fall Dealer Market: Sept. 12-13
PaintExpo
Postponed until Oct. 12-15, 2020
American Coatings Show & Conference
Postponed; new dates TBD
Tips on Keeping Your Workplace Safe Staying Proactive
Based on Guidelines From the U.S. Centers for Disease Control and Prevention
Practice Good Hygiene
Use online booking and communication tools to stagger customer flow into your building.
Use online transactions whenever possible.
Offer curbside pickup whenever possible.
Limit attendance at large gatherings or cancel events you’ve planned.
Prioritize Communication
Cover your coughs and sneezes. Stop shaking hands. Verbally greet customers.
If your operation is still allowing customers inside, make hand sanitizer available.
Promote tap-and-pay payment options when possible.
Disinfect surfaces often, including doorknobs, tables, desks and handrails.
Increase ventilation by opening windows.
Avoid Crowds
Communicate with customers often via social media.
Encourage employees to be open and honest about their health.
Develop a system to alert employees about business changes expediently.
Note: Consult additional guidance from the U.S. CDC at cdc.gov, the World Health Organization at who.int, or your local health department or health provider.
How Retailers Are Responding to the Crisis
The Impact on Retail Operations
In many communities across North America, governments have established that only essential businesses will remain open. That designation often includes building material suppliers, so paint retail operations are permitted to operate in some areas. While some retailers may be closing anyway or operating under limited hours, everyone is committed to keeping their staff and customers safe.
Craig Bond, president of Tommy’s Paint Pot in Oregon and chairman of the PDRA board, says they are currently continuning operations as normally as possible, primarily to serve contractors who are still completing projects. He says they are taking the necessary precautions to keep staff and customers safe.
“We feel we are staying open, at least at the present, for the right reasons,” Bond says. “At the same time, we are very concerned about the health of our employees and customers. We clean and sterilize our point of sale systems, phones and tint machines four times a day. Employees are sanitizing hands after handling cash and are more frequently washing their hands in general.”
Bond says, in this industry, and those it serves, many operators may be concerned about the impact to their businesses if contract work stops. But he does see a bright side to many DIYers being home for an extended period of time.
“Many people in the community have decided if they can’t go to their regular day jobs due to business closures, then it is a reasonable time to conduct a home improvement project,” he says. “To meet these demands safely, we have expanded delivery services, implemented curbside pickup and other options to make the transaction as safe as possible.”
Flanagan’s Paint & Supply is operating similarly to Tommy’s Paint Pot. The St. Louis area business is following guidelines from the U.S. CDC to safely support contractors and DIYers.
Company vice president Jay Donnelly says now is the time to support local business all around.
“Collectively, all independent retailers need to be reminding their communities that now—more than ever—they need to be supporting their local businesses,” Donnelly says. “If you don’t feel like cooking dinner, order from your local diner; toilet clogged up, get the plunger from your local hardware store; tired of looking at the same four walls; buy paint at your local paint store.”
Encouraging Words
Bond says not knowing when this situation will resolve is causing strain on retailers, their staff and their customers. But it’s important to remain optimistic and to remember why he operates his store on a normal day.
“My personal commitment to our core customers requires me to supply them product as long as I can under whatever circumstances possible,” he says. “Store opened or closed, I will help keep them working. My customers have been a blessing to my business and my family, so it is the least I can do.”
Benjamin Moore Kelowna owner Rob Mueller says they are operating while they can before the Canadian government mandates store closures.
“We are still taking orders and delivering curbside as we have sufficient inventory,” he says. “We have been busy, but adhering to the safety and health guidelines is a priority—for our employees and our community.”
For Lesley Davies-Baptista, owner of Paint Fair Ltd. in Grand Bahama, Bahamas, this is not the first significant hardship her business has experienced. Less than a year ago, her operation was destroyed by Hurricane Dorian.
Davies-Baptista says retailers can use this time re-evaluate their operations and prepare for what comes next.
“We used to have Plan B. We now have that plus Plans C and D. Use any downtime for the things you haven’t been able to do the way you’d like: training, cleaning up inventory, building a sales strategy, updating your business plan,” she says. “Have orders ready to go; consider placing them to have at the ready. Discuss payment plans with vendors, talk with staff about applying vacation and overtime to building back your business. It’s a delicate balance between not overextending yourself in uncertain times while staying ready for business when it comes back. And it will. It may be different. There may be difficult adjustments. But these times are not forever.”
Her positivity comes from knowing her community authentically, and she will be ready when residents are ready to come back.
“The independent retailer understands their community deeply—what community members are experiencing and what they need,” she says. “It won’t be easy, but with a committed team, an open mind, patience (lots of it), a sense of humor, humanity, faith and remembering what makes our businesses grow, this too shall pass. We’ve got this.”
The professional’s choice for paint and drywall tools
Innovation developed from real world needs
Committed to providing outstanding products, value and service
Setting the quality standards for the industry
By Jerry Rabushka
Making a Soft Sell
How Rags, Sponges and Dropcloths Are Matching Needs in the Market
Some products drive sales, but there are others a painter or DIYer won’t often make a specific trip for unless they forgot it the first time—and it’s crucial that the reason they forgot it wasn’t because you or your staff forgot to recommend it. Improvements and new trends in the manufacture and marketing of rags, drops and sponges can get customers excited to buy and try on their first visit and give you and your team a long list of reasons to recommend these products.
Photo courtesy of Trimaco
Handcrafted Brushes
In addition to being a key component for project cleanup, rags are also vital for pros and DIYers to complete paint and staining projects. Be sure your staff knows which rags are suitable for a variety of projects and tasks.
Out of the Box
Mark Babin, co-owner and vice president of American Textile Mills, (Wipeco in Canada), says a new trend in rags is out of the box and into the bag. Based in Montreal, ATM/Wipeco says this trend is well entrenched in Canada, but counterparts in the U.S. still need some convincing. Bags make a lot of sense, Babin says, for many reasons.
For one, a plastic bag costs up to 75 percent less than a box. It’s lighter, and when compressed, it takes up a lot less space on a pallet, which makes it less expensive to ship. Also many boxes do not identify the quantity of rags or say they include 5 pounds, but one of those pounds may be the box itself. With a lighter plastic, there’s no guesswork about the weight.
While people may prefer the easy delivery system of a box, Babin says ATM bags now self-seal so people can manage and organize their rags better. Another benefit is that your customers can see through the bag to know what they’re getting. If they take home a box and they don’t like the contents, they might be hesitant to return for more rags—or more paint.
Another upside to bags over boxes is that they take up less space in your warehouse and display. Bags also display better in genral.
“A well-printed bag will outshine a box every time,” Babin says. “Put bags in a high-traffic area to boost impulse sales.”
Finally, there’s the environment. ATM/Wipeco thrives on recycling; its goal is to repurpose these textiles one more time before the landfill. Lighter packaging saves on freight costs, and the plastic is recyclable.
Consistency, Always
Eric Fischer, director of product management at Intex DIY, says his company has been training retailers to show the many uses of his product, even beyond paint.
“It’s the best way for a customer to understand the benefits and advantages of a new product like our patented Precision-Fiber® Cloth—PFC®,” he says. “Through demonstrations, the likelihood of increasing the ticket ring is significantly higher.”
Your average DIYer doesn’t budget rags into their project cost. A few encouraging words might help, and even if these rags cost more, their high quality and reusability help DIYers save money in the long run.
“Long gone are the days of using an old T-shirt to clean up after a paint or staining project,” says Fischer. “DIYers don’t like paying out of pocket for something they are ultimately going to throw away, so the ability to rinse and reuse a rag and extend its life cycle is a huge selling point.”
In addition to being a paint cleanup tool, rags can serve as tools for other DIY projects.
Photo courtesy of Intex DIY
“Its versatility as a cleaning rag is beyond measure, but it’s as a staining rag that it really shines and outperforms the competition,” Fischer says.
A product such as PFC offers customers consistency, so they know what they’re getting in the package.
“Most customer complaints are due to irregularities in a traditional bag or box of rags,” he says. “Many retailers and customers think of rags as a nuisance and don’t yet know there are better options in the marketplace at very competitive costs. DIYers just want their tools to work.”
Trimaco also offers rags in see-through bags so customers know what to expect before taking rags home. Trimaco’s ProPerfect® Premium Painter’s Rags are packed by count, not by weight, so customers can also rely on having a consistent number of rags.
“Some customers prefer to see the actual wiper before they open the packaging and our bag allows them to do just that. Also, the bag showcases the quality and consistency,” says Trimaco national sales manager Benny Cato. “With Trimaco’s ProPerfect® Premium Painter’s Rags, each wiper is made of premium material and cut to the same size every time.”
When it comes to selling rags, cross-merchandising should be a core part of the strategy.
“Merchandise wipers in the cleaning supply section and also with paint and stain products,” Cato says. “An endcap display may also make sense for retailers wanting to ensure customers do not forget to pick up wipers for their jobs.”
Finishing the Job
Sponges also perform double-duty for cleanup and project execution.
“We see a growing opportunity to apply the negative effect technique, which provides a deeper textured premium finish,” says John Armaly, president and CEO of Armaly Brands.
This technique involves taking a coating off rather than putting it on, using a dabbing motion with a sponge to remove the glaze. By learning more about faux techniques, you can send someone home with just the right type of sponge—and maybe some paint to go with it. You might even suggest more items to try it out on.
“Our specific artist sponges can be applied for smaller surfaces such as pots, frames and lamps,” Armaly says. “Their resilience when wet makes them good choices for creating stippling effects.”
Another good selling point for Armaly sponges is that they’re environmentally friendly and can be collected without damaging their habitat.
“Knowing natural sea sponges are sustainably harvested, which actually helps the sea beds, reefs and oceans, provides the DIYers with confidence that they are able to buy a natural sustainable product,” says Armaly. “We are supporters and members of the Florida Sea Grant and the Florida Ocean Alliance
to continue the preservation and sustainability of our ocean and sea environments.”
Sponges, like rags, have uses beyond painting, and stores with multiple departments can use a company like Armaly as a one-stop sponge shop.
“If the store is positioned as a hardware store, we recommend our full portfolio of brands. If the store is only focused on painting, then our Armaly ProPlus portfolio is most relevant,” says Armaly.
Learn about what’s new in the sponge world to win over some new customers as products change and improve. It can also help you cross-merchandise them effectively.
“We recommend displaying products with the appropriate application near the paint they will use,” Armaly says. “Another incremental opportunity is to merchandise in heavier traffic areas for impulse purchase.”
Photo courtesy of Armaly Position merchandisers from manufacturers in different departments and as endcaps for full sales opportunities.
Drop to the Floor
If a pro won’t paint without a drop, it goes without saying that your average DIYer is really in need.
“Dropcloths and other surface protection items are key products that complement any paint project. Most people understand that the heavier and thicker the dropcloth, the more protection you have against splatters and spills,” says Cato.
It might be time to look beyond the standard canvas; changes in products people are installing underfoot have led leading dropcloth companies to adapt.
“The flooring industry has been moving away from carpeted surfaces to hard surfaces, whether that’s hardwood, engineered wood, tile, marble or even concrete, so new dropcloths with slip-resistant properties are growing in popularity,” says Cato. “Trimaco’s Stay Put® Canvas Plus and Smart Grip® Canvas Dropcloths are examples of this newest technology in slip-resistant drops.”
This makes it even more important to ask questions and have a variety of products available.
“Awareness and education begin at the counter by asking the right questions to better understand what surface the customer is protecting,” says Cato. “A combination of that, using selling tools like sample swatches and sell sheets, and prominent displays with signage are all very effective in educating the customer.”
Display the products in a prominent location, Cato advises. Plus, let your customer feel the dropcloths before purchasing.
“Having sample swatches and sell sheets readily available allows customers to see and feel the differences,” he says. “Most importantly, make sure your staff is fully trained on the products. A knowledgeable salesperson is more confident and will earn the trust of each customer.”
Word of Mouth
A combo of a display in the right place along with a gentle reminder from a sales associate will help get dropcloths moving.
“Recommending dropcloths as a necessary add-on to a paint or stain purchase is still the best sales strategy, along with positioning the product on the path from the front door to the cash register,” says Lance Dunn, president of Mutual Dropcloth. Dunn adds that private-label packaging that highlights the products’ uses also helps encourage sales.
“We have seen an increase in online requests, drop shipments and fill-in orders from retailers,” he says.
Dunn also notes a trend toward smaller dropcloth sizes, including runners and project mats. A unique product from Mutual is the Paint Stopper®, a medium-weight multilayer absorbent drop that and keeps paint from bleeding through.
“They are a vital part of protecting floors and rugs,” says Dunn. “Plastic won’t stand up to construction traffic, and the Paint Stopper incorporates the best of leak resistance, cushioning, slip resistance, appearance and value, plus they are reusable and drape well.”
Mutual also offers broad customization options for professional customers. Coordinating logos on apparel, tools and protective products helps maintain brand recognition for you and your customers.
“Stores can order runners and work area project mats with a contractor’s logo and contact information on the edge of the product,” says Dunn.
Offering private-label
Photo courtesy of Mutual Dropcloth
By Karon Warren
The Secret to Service
How Boone Paint & Interiors
Appeals Across the Board
Doug Pratt never planned to be a part of the paint and decorating industry. After all, he was a Navy man. But after he retired from the Navy in 1997, he began searching for his next career. His wife was teaching at Appalachian State University in Boone, North Carolina, so he looked for a career opportunity. That opportunity turned out to be a future with Boone Paint & Interiors in Boone, which opened in 1987 by brothers Tim and Jamie Hodges.
Doug joined the business in 1997, but he didn’t imagine himself staying long-term. He told the brothers he would work for them for a year and see if he liked it.
“I initially did not like the paint business,” he says. “I knew nothing about paint, and I wasn’t used to retail or waiting on customers.”
After the year was up, Doug planned to leave, but the brothers had an offer he couldn’t refuse: “They asked, ‘How would you like to be partners?’ and I thought, ‘Well, yeah, now that’s a different story.’”
Doug went on to learn everything he could about paint and the business, which changed his entire work experience.
“I loved working with the customers, I loved seeing them happy with their project,” he says. “We provided the help to get their project completed and the best products to meet their needs.”
Doug partnered with the Hodges brothers in 1999, who would later exit the business. Another partner came along, but by 2014, Doug had bought out his partner and is now the sole owner.
In 2016, Doug’s daughter Jen Pratt joined him at the store as general manager after she spent 13 years as a probation officer. Because her father was deployed during much of her youth, Jen says she enjoys working with him now, getting to spending this time with him.
Ensuring Happy Customers
Today, Boone Paint & Interiors operates three locations: the original Boone store, a location in Banner Elk, North Carolina that opened in 2005, and a Hickory, North Carolina, location that opened in 2016. Boone Paint & Interiors sells a wide variety of paint, stains, sundry tools, wallpapers and window treatments.
While operating locations in three distinctly different markets has presented challenges in finding the right approach and product line for the customer base, one single element has been essential to the success of all three: quality customer service.
“The biggest difference from us and the competitors is we provide more than just paint,” Doug says. “Our goal is not to just sell you a can of paint. It’s to help you with your project and for you to be happy with it and to give you a quality product.”
That approach to customer service includes going out to customers’ homes for free consultations, providing color consultations, offering free stain samples, doing specs for contractors and helping with color selection.
“We listen and see what they want,” Doug says. “We don’t have a cookie-cutter approach. A lot of times, they’ll want to come in and do something the product is not really made for or it’s not quite right. So, we try to work through it and be as honest as we can. If they do have a problem, we get involved in it.”
He recalls one specific instance where a customer received a product that turned out not to be the right fit for their project.
The customer was building a climbing wall in his barn for his children and wanted an epoxy paint. He came to pick up the paint, and the employee gave the customer an oil-based epoxy and a water-based catalyst. The customer mixed it up, and applied it, but it wouldn’t dry.
“We went out there and stripped the whole wall and redid it for him at no cost,” Doug says. “It was a mess because we gave him the wrong product. He wasn’t even asking for us to take that step; he just wanted to figure out what went wrong. The only solution was to strip it, prime it and redo it. That would have been a big job for the homeowner to do. We really want the customer to be happy with the project and the products they get from us.”
What Would Yoda Do?
To ensure that high level of customer service, Doug maintains an on-the-job training approach. His staff includes some very experienced employees, including Maurice West, who Doug calls “Yoda.” West has been working at the Boone store for nearly 40 years, so the core of training for new employees is to shadow West and follow his lead.
Top: Doug Pratt is owner of Boone Paint & Interiors, which has three locations in western North Carolina.
Bottom: Jen Pratt is general manager, who joined her father in the business after spending more than a decade as a probation officer.
“If someone has a question, we encourage them to ask,” Doug says. “Maurice will show them the right way.”
Doug also credits his district manager, David, with providing training as well. He also takes advantage of classes offered regularly by Benjamin Moore, bringing sales reps in for training.
Making Connections
In addition to maintaining strong customer service, Doug says they also have started outside sales to give them an edge over competitors.
They are developing brochures targeted to homeowners and contractors to address specific questions and situations they face in their painting and
decorating projects. For example, it’s important to show homeowners how to work with a contractor, while the builder-focused brochures show what products Boone Paints offers and how they can partner with the company for their blinds and wallpaper needs.
To expand their community reach, Boone Paint is sponsoring baseball teams and holding contests, such as a kids’ room makeover, which includes the chance for DIYers to win free products.
Looking ahead, their push is to increase sales, particularly at the Hickory store, which has a larger customer base than the two other stores. Doug says it’s also possible they may open two more stores.
To meet those goals, Doug says he’s looking at more industrial and commercial customers, as well as exploring cabinet lacquers on a larger scale than they have now.
“We try to classify the needs of each group so we can anticipate them. We want to make sure we have the product they need when they need it.”
—Doug Pratt, Boone Paint & Interiors
Of course, to achieve those goals, it all circles back around to customer service.
“We try to classify the needs of each group so we can anticipate them,” Doug says. “We want to make sure we have the product they need when they need it.”
For contractors, that means having the product, being able to problem-solve and providing them consistent service to avoid delays in product availability or inaccurate color-matching.
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With homeowners, it comes down to a personal touch.
“We try to establish relationships with our homeowners. We treat them like they are family,” Doug says. “I think feelings will sell more than any other thing, so we create an atmosphere that when you walk in the store, you have a good feeling. If they come in and they feel good and they have a good experience, they are going to come back. We really strive for that.”
To make that happen, Doug continues to keep a close eye on his business operations.
“You have to evaluate your business atmosphere, and you have to be willing to change,” he says. “If you don’t change, you get left behind. You have to be able to read your market. If you get to the point where you’re not willing to change, that’s where you are going to have issues.”
When all is said and done, Doug is happy he embarked on his journey with Boone Paint & Interiors all those years ago.
“I like what we’re doing,” he says. “It’s always challenging, but it’s always worked out, so I can’t complain.”
One component of the comprehensive service the staff at Boone Paint & Interiors provides is color consultations with DIY customers.
By Diane Franklin
Upping Their Game
How Partners Paint & Paper Used Training to Grow Business
At Partners Paint & Paper, the most valuable asset is a knowledgeable, well-trained and customer-oriented sales staff. That’s why Chris and Kelly Collison, who own the four-store operation in southwestern Ontario, Canada, work so hard to hire good people and keep them on their team.
“We’ve upped our game as far as taking care of staff is concerned,” Chris says. “We went through a few years where we had a hard time finding good people, so we decided to do a better job of retaining people once we hired them.”
The business has a total of 10 staff members, including Chris and Kelly. The Collisons use a three-pronged approach to improve employee retention.
Offering Better Pay
The Collisons’ efforts to improve employee salaries have been noteworthy. Their business was the first decorating retailer in their trading area to be designated by the Ontario Living Wage Network as a certified Living Wage Employer.
“This organization determines what the living wages are for our region, and we’ve committed to pay all of our employees at or above that threshold,” Chris says. “We promote this information in our marketing efforts. Our customers are glad to see our employees are being taken care of, and of course, the employees are glad, too.”
Investing in Training
“Every employee in our company has a $600 annual allowance for skills enhancement and training,” Chris says. “We cover the courses and any related travel expenses.”
Most employees have at least some college-level interior design education, but the Collisons use training programs from the Paint and Decorating Retailers Association and the Master Painters Institute to further the staff’s industry knowledge as needed. They also take advantage of off-site training opportunities provided by various suppliers.
The Collisons’ newest employee, McKenzie Stiles, came to them with retail experience outside the paint industry, so to build her industry knowledge, they signed her up for three PDRA training courses: PDRA Coatings Specialist, PDRA Customer Service Specialist and Basic Training Selling Skills.
“Taking these courses gives employees something to build on,” Chris says. “It improves their confidence, and we find it to be a good start for them.”
Showing Appreciation
The Collisons host at least four social events for employees each year. The most notable event is Staff Appreciation Day, which occurs every summer. Past Staff Appreciation Days have included a dinner cruise around the Toronto islands, a canoeing expedition, parasailing and axe throwing. Chris reports that these events have contributed to close-knit camaraderie among employees.
“All of our efforts—the wages we pay, the training components and the appreciation events—have helped reduce turnover,” he says. “And with a stable staff, it’s been a lot easier to run our business.”
To improve staff retention, Partners Paint & Paper has committed to offering competitive wages and investing in comprehensive training solutions. In addition, they host regular staff appreciation events.
Starting Small
Chris and Kelly opened an 800-square-foot store in Exeter in 2001. Both had previous retail experience—Chris as a manager of men’s clothing stores and Kelly as a veteran of the hardware industry.
“I had a dream of owning my own business, but I thought it would be a clothing business,” Chris says.
Chris modified those plans because his mother-in-law also had a dream—in her case, to own a decorating business. They were going to partner to buy an existing decorating store, but when that deal fell through, Chris and Kelly started the Exeter store from scratch.
Chris admits he came into the business knowing virtually nothing about running a paint store. He learned product basics and how to tint paint by shadowing other independent retailers outside of his market area.
“When I look back, I’m astounded at how little I knew,” he says. “The only thing I carried over from men’s clothing was selling color. But instead of matching a tie to a suit or creating an ensemble, I was matching trim to walls or coordinating colors in a space.”
Chris’ mother-in-law soon decided to bow out of the business. Chris and Kelly had three-year-old twin sons at the time, so they determined it would be best for him to run the store alone for a while.
“Kelly kept her job that first year as a safety net,” Chris says. “Once we felt we could make a go of it, she left her job, and we both worked full time in the business from that point on.”
Growing Big
Within five years, the Collisons outgrew their original Exeter store and moved to a better location with almost double the square footage. In 2006, the Exeter store was humming along well enough for them to expand into additional locations. By 2015, they had four stores, all about 2,000 square feet.
One of the most successful ways the Collisons grew their business was by offering free in-home consultations within 30 minutes of their four locations. Chris started offering this service in the first year, drawing on his color expertise.
“That’s the service that basically made the business,” he says. “Homeowners would come into the store facing a dilemma about choosing color. I would offer to come out to their homes after the store closed, take a look at the space and make a suggestion based on what I saw. I brought my fan deck, and people went crazy for that service. It generated a buzz that put us in a strong growth mode.”
Chris and Kelly Collison have owned Partners Paint & Paper in Ontario for nearly 20 years. The business has expanded from one 800-square-foot store to four locations throughout the region.
“We got into window treatments early on, and that’s evolved into a big part of our business. Our in-home consultants measure for windows at no charge. When we sell window treatments, the fit is guaranteed.”
—Chris Collison, Partners Paint & Paper
When Kelly joined the business a year later, she took over the in-home consultations. But first, she needed training to enhance her color and decorating expertise.
“We put her in a PDRA course, which she passed with flying colors,” Chris says. “That gave her the credentials she needed, so we started sending her out to people’s homes free of charge in hopes of generating product sales, and overwhelmingly, that’s how it’s worked out.”
As they expanded into new locations, the Collisons began hiring staff. Their longest-serving employee is Sam Carter, who has been with the company now for 11 years. Carter, along with three other employees—Shannon Poulton, Rebecca van Horik and Morgan Denomme—serve as team leaders for the stores.
“We use the term ‘leaders’ instead of managers because we want to foster a team environment,” says Chris.
“Generally speaking, we run the stores with teams of two. We designated individuals as leaders because we feel they have a bit more to share in terms of experience and knowledge.”
Over the years, Partners Paint & Paper has expanded beyond its namesake products. All four locations sell window coverings, while the Stratford store also sells floor coverings.
“We got into window treatments early on, and that’s evolved into a big part of our business,” Chris says. “Our in-home consultants measure windows at no charge. When we sell window treatments, the fit is guaranteed.”
Currently there are two staff members providing in-home consultations—Kelly along with Laura Gehan, a team member who has a bachelor’s degree in interior design.
While in-home consultations and expert in-store advice have enabled the Collisons to build a strong
following among homeowners, they also serve a healthy contingent of professional painters.
“We are more retail-centric than contractor-centric, which is bucking a trend somewhat,” says Chris. “Our mix is about 60 percent retail and about 40 percent contractor. Most of our contractor customers are smaller operations, with crews of five guys or less.”
The Collisons have found their niche in smaller markets. Three of the four communities they serve have populations between 3,000 and 10,000 people; the largest market is Stratford, with a population of nearly 35,000. That puts the business in a competitive position in the market.
“We feel fortunate that most of our markets are too small for some of the bigger potential competitors to consider,” Chris says. “We operate in smaller towns, so we don’t face a lot of the competitive pressures that big-city operators do.”
Looking Forward
Now in their 20th year, the Collisons continue to experience solid growth. They use social media and digital advertising to connect with existing customers while also drawing in new business.
“Last year, we grew by almost 10 percent, and we’re still in growth mode,” Chris says. “We could easily see ourselves doubling in size in the next five to 10 years.”
This expansion will almost certainly include more store locations—and consequently more employees. The Collisons will continue following their formula for treating employees well and investing in comprehensive training opportunities. And their staff will pay it forward by providing excellent service to customers.
“We’re very proud of our staff,” Chris says. “They have a culture of going above and beyond for each other and for our customers.”
In honor of her 10th work anniversary, store manager Sam Carter received a $1,000 gift certificate for a local travel company to use toward her fourth week of vacation she earned for her tenure.
Fresh Coat
4 Content Creation Tips From a Paint Pro
Spectrum Paint operates more than 65 stores across the central and southern U.S. To support its products and define its brand, the company has developed a variety of content marketing solutions, including blogs, videos and podcasts. Gentry Stafford, Spectrum’s vice president of marketing and store development, shared the following tips on how to excel in content marketing.
Offer Solutions
“We try to answer common questions customers have,” says Stafford. “We talk to contractors about topics that interest them. We use Facebook and Instagram polls and work with our sales team to find answers to common problems, then put together a blog or video to share on our social media channels.”
Use Analytics
Spectrum also relies on digital sources for content options. “We use tools like Google Search Console and Google Analytics to find topics customers search for that lead them to our website,” says Stafford. “This has helped us to come up with a series of blogs on popular topics.”
Create Multitasking Content
Spectrum’s created content can be used in multiple ways. “We put out a series of YouTube videos called ‘Paint People’ last year that focused on topics contractors might find interesting,” says Stafford. “Recently, we started uploading them as podcasts. It’s a way to repurpose content that already exists.”
Add Your Own Spin
No matter the format, Stafford says the most important tip is to make the content unique.
“It’s important to add our own spin to topics— whether taking new photography or displaying color chips in a unique way—so our content is different than what’s already out there,” she says.
PDRA Now
Access Training Today
PDRA Makes Online Training Free for All Retailers
The Paint and Decorating Retailers Association is making its online training programs free for all members for the foreseeable future. All education courses and webinars are included in this offer. This unprecedented measure is an effort to help strengthen PDRA members and their employees, many who may be staying at home during this health crisis.
Accessing PDRA training courses is simple. First, visit pdra.org/dealer-education. Click on the desired course, then click on enroll now. Complete the registration information, and click submit. Shortly after you submit your information, you will receive an email with your individual registration information.
The PDRA Webinar Library is also available to all members at pdra.org/education/pdra-webinars .
Click on the logo of the webinar you choose to view and then complete the registration information for immediate access.
“We understand that retailers and their staff may be wondering about the immediate and distant future of their operations,” says PDRA CEO LeAnn Day. “The PDRA is here to assist retailers in any way we can, and opening up our training programs so retailers and their employees can continue learning during this uncertain time is just a small gesture we can make. I encourage retailers to get in touch with me or other members of the PDRA staff if there is anything else we can to make this time simpler to navigate.”
If you have questions or need help accessing the site, email info@pdra.org or call 800-737-0107.
An Open Letter to Our Retailers:
Over the past several weeks – and even days, it has become clear that the world is facing an unprecedented challenge. We, at Benjamin Moore, are deeply concerned and want to do what we can to help keep our people and communities safe – as well as ensure the health of the independent channel.
We recognize this is a difficult time for all, and Benjamin Moore remains steadfast in our commitment to the independent retailer channel. To help alleviate some of the financial stress you may experience, we are putting plans in place to help you through this time of uncertainty. For more details, reach out to your sales representative. They are all staying connected and looking for ways to continue servicing your needs.
It is wonderful to see Benjamin Moore retailers across the country supporting their local communities – from finding new ways to keep product in the hands of those who need it, to donating supplies to those who are severely impacted by this crisis.
Please know that we are here to offer you the support and guidance to keep yourself, your families and your employees safe, as well as your business moving forward.
We are all in this together and we will get through it together.
Sincerely,
Dan Calkins Chairman & CEO
College Scholarship Deadline Extended to July 3
Due to the COVID-19 pandemic and postponement of the PDRA Paint & Accessories Show at the National Hardware Show, the Paint and Decorating Retailers Association has extended the deadline to apply for its annual scholarship. Eligible students now have until July 3 to submit an essay explaining why the scholarship would be vital for their continued education along with copies of their transcripts.
Students must be sponsored by a PDRA member in good standing, but the student doesn’t need to be affiliated with the retail operation to win. In addition to the essay and transcripts, the nominating retailer must supply a letter of recommendation on behalf of the student. Learn more about the scholarship rules and download marketing materials at pdra.org/scholarship.
How PPG Is Prepared to Support You
At the center of PPG’s company purpose is a commitment to “protect and beautify the world.” Today, the word “protect” is taking on an even greater significance to all of us. We are focused on protecting our people, customers and all of our stakeholders. You can count on PPG to uphold the health and safety of our employees, partners and customers as our highest priority during this unprecedented time.
We recognize that local businesses are the lifeblood of our communities—and we are here to help. We believe that it is you, our valued dealer partners, that make our business feel like magic each and every day, and without you, our world would be a lot less colorful.
We are thankful for our strong partnerships, like the Paint and Decorating Retailers Association, that help us tell the story of connectedness to you.
As we continue to navigate this each day, we are happy to report that we have implemented measures that allow us to safely continue manufacturing paint, taking orders, and shipping to you—our valued dealer partners.
Rest assured that your PPG partners are here to support the health and well-being of you and your business. We are encouraged that, even in the midst of these unchartered waters, we continue to have dealers reporting strong sales and performance while keeping their employees’ safety top of mind.
Like you, we are hopeful that, sooner rather than later, the worst will be behind us and we can begin to collectively focus on a brighter future.
Thank you for your continued partnership and trust in PPG.
Stay Informed With These Small Business Resources
It’s important during this time to have accurate and comprehensive information while you are running your operation with a smaller staff and with increased health and wellness guidelines to follow. Visit the following organizations for information on small business operations, safety protocols and other key resources.
U.S. Small Business Administration
sba.gov/coronavirus
Get information about the Economic Injury Disaster Loan Program, health and safety guidelines for small businesses, information on government contracting and more.
U.S. Centers for Disease Control & Prevention cdc.gov/coronavirus
Get the key information you need to know about this disease in one place. Find information on symptoms, risk factors and how to keep your store clean.
Your Local Health Department
Health officials and other representatives in your state or community are likely tracking the number of active infections and are providing resources specific to your community. Check this resource for executive orders from your governor, where you or your staff can access care and other local-specific information.
Industry Calendar
Many industry events have been postponed or canceled due to the COVID-19 pandemic. This list is current as of March 31. Follow the Paint and Decorating Retailers Association on Facebook for updates about future events.
POSTPONED
NEW DATES: SEPT. 1-3 PDRA Paint & Accessories Show at the National Hardware Show
Las Vegas Convention Center Las Vegas pdra.org/trade-show
POSTPONED
NEW DATES: SEPT. 14-17 Shoptalk 2020 Mandalay Bay Las Vegas shoptalk.com
CANCELED
DIGITAL EVENT IN SEPTEMBER NRF Protect 2020
David L. Lawrence Convention Center Pittsburgh, Pennsylvania nrfprotect.com
POSTPONED
Connect With Your Peers
If you are looking for solutions for how to manage operations during this time, the PDRA encourages you to join the PDRA Retailer Group PDRA Retailer/Supplier Group on Facebook. In these groups, you can ask questions, offer solutions and generally connect with people who understand the specifics of the challenges you’re facing. Visit the Paint & Decorating Retailers Association page on Facebook and click on Groups to join.
If you in this and how to manage PDRA encourages and the Facebook. the of on
NEW DATES: TBD American Coatings Show & Conference Indiana Convention Center Indianapolis american-coatings-show.com
If you would like your event included in this list, email Melanie Moul at editor@pdra.org with the date, location and a brief overview of your event.
Guest Column
Customer Experience
Build Customer Loyalty
Create the Best Retail Shopping Experience for Loyal Customers
Consumers’ shopping preferences have changed dramatically in recent years—and competition for their attention is fierce. Successful retailers must adjust to these changing times and shopper preferences. Consider the following solutions to improve the customer experience in your store and build loyalty in the process.
1. Build customer loyalty with experiences. Sharing online content relevant to customer preferences brings shoppers into your store and provides an opportunity to create a great customer experience. The most successful retailers design simplicity and fun into the shopping process. Establishing a relaxing retail environment and pleasant online experience can go a long way to create a solid base of loyal customers. Shoppers who have a great experience will tell others about it.
2. Track what loyal customers are buying. Many successful retailers use loyalty rewards programs to track customer metrics. This data shows buying trends, purchase frequency, special offer redemption, the acceptance or rejection speed of a new item or category and can track total seasonal spends per customer. Empowered with this type of data, retailers can cater to their customers’ true needs and discover better ways to promote products and increase sales.
3. Eliminate confusion. Successful retailers work to reduce confusion resulting from SKU overload. Given the ever-expanding selection of products and services, establishing a trusted brand as a source of information helps consumers focus on end results and gives retailers an opportunity to accrue additional sales. The POS system is the best tool for reducing confusion and helping customers easily find the best product for their needs.
4. Understand your best customers. Focus on the mindsets of your best customers and understand their behaviors. Do they spend a lot of time on your website or in your store? Is your staff interacting with customers in a positive way? Do customers redeem coupons and participate in your promotions? Are their questions answered and do the answers lead to sales? When you answer these questions, you can adjust your engagement strategy and improve the customer experience to create more loyal customers.
5. Build customer confidence. All merchandising and sales conversations should focus on building customers’ confidence and guiding them to solutions that provide the best answers for their situation. Leading retailer strategies are based on new shoppers’ tendencies to research online and then seek in-store validation—where customers have local resources they can trust.
6. Loyalty pays off. The reward for retaining loyal customers can be huge. However, the opposite is equally true—every customer who takes their business elsewhere is giving sales to the competition. Top retailers report that loyal customers outspend general customers and their gross margin of sales can also be several points higher.
To grow your business, customer shopping should be inspiring in the moment and successful in the customer journey. In the end, you need to be top-of-mind as the resource that helps customers get the job done right the first time.
Chris Warticki is the senior director of customer experience and advocacy for Epicor. He has more than 20 years of experience in customer success management, critical accounts and call center management. He is proud to contribute to the future success of Epicor, its employees and its customers.
PDRA EDUCATION INITIATIVE
The Painter’s Game
George Wylie opened a traditional Benjamin Moore paint store at the tail end of the Great Recession in 2010 with positive results.
According to Wylie, “sales can only go up when you open during a recession.”
However, he quickly realized paint sales slow down during the winter months in the ski town of Fraser, Colorado, where his 2,000-square-foot store is located.
To supplement sales, Wylie added high-end knives, which was successful until a sporting goods store opened next door in 2015. Next, he added art supplies, which helped, but were not as successful as knives. Then he stumbled on the solution.
“I grew up playing games like Dungeons and Dragons,” Wylie says. “I’d have them in the store to pass time when it was slow. People started asking if they could buy them. After 10 years, it clicked, and last May, I found a game distributor.”
The paint and stain retailer now offers a full line of board games, role-playing games and collectable card games. His three employees are cross-trained to mix paint and discuss the latest role-playing games.
As the only game retailer in the valley, Wylie’s store has experienced an increase in traffic since the first sign went in the window last summer. He says cross sales are working.
Customers with second homes in the area have purchased paint for updates and games for their kids to play while they’re in town. One contractor who’s purchased millions of dollars in paint supplies is also a Magic: The Gathering fan. Wylie has also sold poker cards and chips to visiting hunters.
“We’ve had an amazing response from the community and tourists,” he says. “The geek culture is huge and diverse. We’ve sold games to people who are 8 to 80 years old.”
Wylie clears the paint chip table to host gaming events six nights a week, including Dungeons and Dragons night, Magic: The Gathering night and open board game play. He promotes the events on Facebook and through exterior signs. The events consistently draw up to 12 customers who also purchase supplies during the events.
“We’re not a normal looking store,” says Wylie, who hung a large chess board from the ceiling and has a turntable in the corner spinning albums all day. “Everyone who comes in is confused because they’ve never seen anything like it.”
The unique combination of paint and games seems to be working at Wylie’s Paint & Games, and Wylie encourages other retailers to think outside the box.
“Make sure you surround yourself with the things you enjoy, otherwise your work won’t be fun,” says Wylie.
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