Issuu

STAINS & FINISHES MASTERED

Tales of Success

Discover the all-star best practices three retailers have implemented in their stores and how they have found success selling wallcoverings, hand tools, paint and sundries.

Keep It Clean

Hit Your Training Goals

Do you have an effective, consistent training program for your staff? With all of the resources NHPA has to offer, getting started may be easier than you think.

Cleanup is a necessary step in the painting process but one that can be overlooked. Learn how one retailer keeps this category front of mind with both professional and DIYer customers.

Catering to Customers

With a focus on the customer, Rufe’s Paint has served the Durango, Colorado, community for over 60 years. Discover how the Romero brothers have kept the family business booming.

Inventory Management

What long-term effects will the pandemic have on the way retailers manage their inventory? In next month’s webinar, we’ll analyze what about retail inventory management changed and how we can use the lessons from the past year to create better practices for the future.

Join us for an Inventory Management Webinar hosted by NHPA Training Manager Jesse Carleton on Wed., June 16 Register at YourNHPA.org/webinars

STRATEGIC SERIES

PAINT & DECORATING RETAILER

(ISSN 1096-6927): Published monthly except December by the North American Hardware and Paint Association, 136 N. Delaware St. #200, Indianapolis, IN 46204. Phone: 800-737-0107. Subscription rates: January through November issues, $50 in U.S., payable in advance. Canada $75 per year. All other countries $100 per year. Single copy $7, except July issue, $25. Periodicals postage paid at Indianapolis, Indiana, and additional mailing ofﬁces. Postmaster: Send address changes to Paint & Decorating Retailer, P.O. Box 16709, St. Louis, MO 63105-1209. Returns (Canada): Return undeliverable magazines to P.O. Box 2600, Mississauga, Ontario L4T 0A8. PM# 41450540. Copyright © North American Hardware and Paint Association, 2021.

Viewpoint

Fighting for a Fair Chance

This might be a bitter pill to swallow, but I’m just going to come right out and say it: If another retailer can offer customers better value, better service, better selection or better pricing than you can, you deserve to lose business.

While that sounds blunt, I honestly think most of you would agree. After all, it’s kind of the foundation for our concept of business. Competition drives innovation. The person who builds the better mousetrap wins. Right?

Of course, believing in this concept is predicated on the idea that all businesses are operating on a level playing ﬁeld.

So, let’s say Business A (not that the letter stands for any company in particular) receives millions of dollars in tax incentives that Business B doesn’t get. Let’s say Business A controls the means of delivery, supply and the primary method of conducting commerce within a channel.

“I know independent retailers will not shy away from a fight. We just want to make sure it is a fair one.”

Now the idea of innovation through competition and what is “fair” competition gets a bit murkier. In theory, this is why there are agencies and laws that are designed to ensure that commerce is conducted on a fair playing ﬁeld. Unfortunately, often these laws go unenforced or the laws and agencies simply haven’t caught up with the fast-changing times we are living in.

That’s why the North American Hardware and Paint Association (NHPA) has signed on to become one of the supporting organizations for Small Business Rising, a coalition of independent businesses and entrepreneurs calling on lawmakers to break up monopoly power and safeguard the right of independent businesses to compete and serve the needs of their communities.

This isn’t a political action committee or a fundraising effort; it is a joint campaign of more than 20 national and local independent business organizations just like NHPA that are trying to marshall support of their members and leverage their combined strengths to push for changes.

We are asking all of you—hardware, home improvement, lumber, paint and decorating retailers—to join us in these efforts, and we can’t let this momentum wane! I know independent retailers will not shy away from a ﬁght. We just want to make sure it is a fair one. To learn more about the efforts of NHPA with Small Business Rising, go to YourNHPA.org/sbr and watch for future communications from NHPA.

Dan M. Tratensek Chief Operations Ofﬁ cer & Publisher dant@YourNHPA.org

NHPA MEMBER SERVICES

800-772-4424 | nhpa@YourNHPA.org

LeAnn Day lday@YourNHPA.org

Executive Director, Paint & Decorating Programs

Scott Wright swright@YourNHPA.org

Executive Director, Advanced Retail Education Programs

Jesse Carleton jcarleton@YourNHPA.org

Training Manager & Editor

Renee Changnon rchangnon@YourNHPA.org

Retail Engagement Specialist

Katie McHone-Jones kmchone-jones@YourNHPA.org

Event Manager & Retail Support

NHPA EXECUTIVE STAFF

Bob Cutter President & CEO

Dan Tratensek Chief Operating O cer & Executive Vice President, Publishing David Gowan Chief Financial O cer & Executive Vice President, Business Services

EDITORIAL, DESIGN & PRODUCTION

Melanie Moul Managing Editor mmoul@YourNHPA.org

Kate Klein Proﬁles Editor kklein@YourNHPA.org

Todd Taber Trends Editor ttaber@YourNHPA.org

Hans Cummings Products & Digital Editor hcummings@YourNHPA.org

Lindsey Thompson Associate Editor lthompson@YourNHPA.org

Aubrey Smith Senior Designer

Autumn Ricketts Graphic Designer

Austin Vance Production Manager

Freda Creech Sales & Production Assistant

Kevin Trehan Digital Media Specialist

Natalie Harris Data & Information Coordinator

MARKETING & COMMUNICATIONS

Whitney Daulton Executive Director, Marketing & Communications

Julie Leinwand Corporate Communications Manager & Editor

ADVERTISING

Dan Simon Magazine Sales 800-737-0107 | dan@pdra.org

NHPA BOARD OF DIRECTORS

CHAIRMAN OF THE BOARD

Daniel Harris Palos Ace Hardware, Palos Heights, Illinois; Lemont Ace Hardware, Lemont, Illinois

EXECUTIVE VICE CHAIRMAN

Jared Smith Jared’s Ace Hardware, Bishopville, South Carolina

DIRECTORS

Craig Bond Tommy’s Paint Pot, Eugene, Oregon

David Dishke Grand River Home Hardware, Caledonia, Ontario

Scott Jerousek Farm and Home Hardware, Wellington, Ohio

Ryan Ringer Gold Beach Lumber Yard Inc., Gold Beach, Oregon

JackieSacks Round Top Mercantile Co., Round Top, Texas MattWoods Woods Hardware, Cincinnati, Ohio

SECRETARY-TREASURER

Bob Cutter, NHPA President and CEO

The Big Picture

Seeing—and Doing—Is Believing

At Brackin Paint & Supply in Dothan, Alabama, the employees have taken merchandising to a new level by creating a decorative concrete showroom that gives customers ideas for different projects they can accomplish with concrete products. DIYers and contractors alike can see and feel the ﬁnal products in the showroom, which offers helpful visuals and inspirational ideas.

The space used to be a kitchen showroom, but wasn’t being utilized well, says Tyler Brackin, co-owner and manager at Brackin Paint & Supply. In February 2021, with the help of the store’s decorative concrete vendor and some customers, the area was transformed.

“Our concrete vendor came in for a meeting and suggested the idea of turning the kitchen showroom into a space to showcase concrete products, and we took the idea and ran with it,” he says.

Rather than having the concrete vendor do all the work, Brackin turned the project into a training session and opportunity to connect with customers. He invited customers

to come in and learn how to do the different techniques from the vendor. In the process, the store got a new space, and customers had the opportunity to learn a new skill from professionals.

What started out as just an indoor showroom has already morphed into an outdoor space with a pergola. In both areas, customers can see the different projects they can complete using decorative concrete products the store sells, including wall spray, wall stamps, ﬂoor stamps and countertop mixes.

The display includes examples of concrete countertops, stamped concrete ﬂoors, faux rock facades made of concrete and wall sprays used over foam to create a textured look. It includes methods more geared toward seasoned professionals, like vertical overlay, but also shows projects DIYers can tackle.

“We haven’t put all the ﬁnishing touches on the space yet,” Brackin says. “But hopefully this will be a good thing for us to show both professionals and DIYers what they can accomplish with their clients and in their own homes.”

✓ Huge Summer Savings

✓ Early Birds, Hot Buys, Spiffs, Bulk Buys

✓ Seminars & Product Training Videos

✓ Full Access to New Products, Catalogs & Literature

✓ Prizes for Exploring the Show

✓ Extended Payment Terms

✓ Assortments & Displays

✓ Delayed Shipping

✓ Network with Fellow Retailers

✓ Meet with Exhibitors Through Video and Text Chat to Discuss Their Products & Offerings

Product News

Exterior Wood Stain

Armstrong-Clark wood stain is formulated for single coat application to condition and rejuvenate wood in all climates and all states. New label graphics include a quick reference chart to answer frequently asked questions. Armstrong-Clark armclark.com or 800-916-8211

Wallpaper Repair Kit

SeamFixx™ is a wallpaper repair kit that works on corner seams, straight seams, wallpaper bubbles and baseboards. It includes one 50 ml syringe and four dispensing tips. All kit parts are washable and reusable. SeamFixx is made in the U.S.

Valley Pro Products valleyproproducts.com

Outdoor Ceiling Fan

The Basic-Max Outdoor Ceiling Fan from Maxim Lighting is suitable for wet locations and features three speeds with reverse. It can be installed three different ways: close mount, standard stem or with optional stem up to 72 inches long. It is available in black and oil-rubbed bronze finishes and measures 52 inches wide.

Maxim Lighting maximlighting.com or 626-956-4200

Pastel Wallpaper

New pastel wallpapers from Wallsauce feature exclusive designs by geode artist Lara Skinner. They are available in a choice of three wallpapers, including peel-and-stick and classic and premium paste-the-wall material. Each mural is supplied pre-cut in even-width panels, making installation simple. Wallsauce wallsauce.com or info@wallsauce.com

Dual Toilet Paper Roll Holder

The DoubleHeader™ fits a standard spring toilet paper roll holder and creates two upright posts that are angled slightly to hold two toilet paper rolls side by side. The DoubleHeader LLC the-doubleheader.com or 202-538-1348

Concrete Stamp

This concrete stamp by Bon® creates a raised impression in uncured concrete. The stamp measures 6 5/8 inches by 6 ¼ inches and creates a 5-inch by 3-inch impression. Other designs and sizes are available. Bon® bontool.com or 800-444-7060

Mini Glass Scraper

This mini glass scraper is suitable for working with paint, adhesives or silicone caulk in commercial scraping applications. The fiberglass-reinforced handle features a rubber grip for secure handling and stainless steel hardware resists corrosion and rust. The handle holds up to six stainless steel blades and it includes a loop at the end of the handle for convenient storage.

Olfa

olfa.com

Silicone Sealant

StormGuard®-920 is a 100 percent silicone window and door sealant that forms a permanent seal and can be exposed to rain after 30 minutes. It adheres to metal, painted and unpainted wood, glass, plaster, drywall, brick, vinyl and plastic. It is noncorrosive and has a low odor. StormGuard-920 is available in clear, black, brown, gray and white.

Red Devil reddevil.com or 918-825-5761

Hook and Loop Abrasive Disc

The Blaze sanding disc uses a ceramic alumina abrasive medium with a water-based, non-pigmented stearate No-Fil coating to resist loading and eliminate color transfer. It is available in a variety of grits to match project needs.

Norton Saint-Gobain Abrasives nortonabrasives.com or 254-918-2313

Product News

Screen Cleaner

ScreenKleen™ cleans window and door screens without having to remove them. The patented micro dart technology penetrates each mesh removing dirt, grime and allergens.

Linzer Products Corp. linzerproducts.com or 800-221-0787

Chrome Paint

Mirror paint by Stuart Semple uses microscopic particle technology to create a smooth flowing chrome paint that achieves a realistic mirror/chrome finish. Mirror uses a hybrid solvent-based coating. 15 ml covers 64 square feet (6.25 square meters).

Stuart Semple culturehustleusa.com or hello@culturehustleusa.com

Paint Supports

The Painter’s Pyramid Painting System holds workpieces above working surfaces. The nonstick points minimize contact, allowing workers to paint one side and immediately flip the workpiece and complete the job without the drying time. They support up to 200 pounds and are chemical resistant. Hyde Tools hydetools.com or 800-872-4933

Epoxy Wood Replacement Compound

WoodEpox® Cold is a 1:1 epoxy wood replacement compound that can be mixed by hand and used to refill, rebuild and replace missing wood. It is lightweight enough for vertical or horizontal applications while still producing structural results. Once cured, it can be sanded, machined and painted just like wood. Abatron abatron.com or 262-653-2019

Category All-Stars 2021

Discover the selling skills your employees can use to boost sales in any category at YourNHPA.org/training

The Secrets to Success

By Lindsey Thompson

The path to success in selling core categories can vary. Your paint and decorating retailer peers can help you identify opportunities in your operation to boost sales and bring in new customers.

Paint & Decorating Retailer spoke to three paint retailers who operate all-star categories in their store. These retailers have developed their departments into success stories by listening to what their customers want, dedicating salesfloor space and employees to a niche and walking customers through their projects from start to finish.

Discover the best practices these retailers follow to maintain success in their all-star category and learn ways you can take your own core categories from adequate to amazing.

O-Gee Paint, Wallpaper & Equipment

A one-stop shop for all things wallpaper, the wallcoverings department at O-Gee Paints has the wallpaper products and accessories professional and DIYer customers need to create beautiful spaces.

City Paint & Hardware

At City Paint & Hardware, customers working on a paint project can expect a full-service experience. The store stocks a large selection of paints and sundries and also offers in-store design and color consultations.

Painter’s Supply Arizona

By listening to what its customers need and want, Painter’s Supply Arizona has built a successful knives, blades and scrapers category that serves the needs of its professional and retail customers.

Wallcoverings

Covering All the Bases

With more than 400 wallpaper books for customers to browse and over 200 square feet of the store’s salesfloor dedicated to wallcoverings, O-Gee Paint, Wallpaper & Equipment is a popular one-stop shop.

Peggy Sue Wingard co-owns O-Gee Paint with her brother, John Schultz, and has been implementing creative ideas for merchandising and marketing to grow the business in wallcoverings and the store’s other categories.

Both have worked at the store since 1988 and this year, took ownership of the business from their mother, who stepped down after running the company since 1981.

Wingard says one of her favorite departments is wallcoverings, and she has enjoyed sticking with the category over the years.

“The popularity of wallcoverings is cyclical, but we’ve stuck with the department through all the highs and lows,” she says.

O-Gee Paint sells most of its wallpaper through special orders, but has started keeping several manufacturers in stock. The store also sells a wide assortment of wallpaper accessories.

“I pride myself on making sure I have an assortment of everything you’d need to wallpaper a room,” says Wingard. “We carry tools, knives, adhesives, smoothers and more, and draw a lot of installers into our store because of our selection.”

Since Wingard and her brother have taken ownership, they have executed several new ideas, including using a library card system to organize and track the 400 wallpaper books.

“When a customer wants to check out a wallpaper book, we write down their name, phone number and due date on the card, and we can know where the books are at any given time,” Wingard says. “It was an ‘aha! moment’ for us after 30 years of trying spreadsheets and barcodes. It was the simple, easy solution that ended up being the best option for us.”

It’s a family affair at O-Gee Paint, Wallpaper & Equipment, as both owners work with their sons at the store to provide customers with everything they need to wallpaper a room. From left is Andrew Wingard, James Schultz, John Schultz and Peggy Sue Wingard.

Wingard has also harnessed technology to increase sales and boost customer service. When customers have a certain pattern or color in mind, she uses a tablet to search online for wallpapers that match that criteria. After she finds the manufacturer and name of the wallpaper online, she uses that information to find the same wallpaper, or a similar one, in the books so the customer can see and feel it in person.

Wingard also regularly checks manufacturer websites for updates and availability, and places customers orders online. She directs her customers to YouTube videos for wallpapering best practices, and she also posts wallpapering resources on the store’s website.

In the end, success in special categories comes from simply putting in the time and effort, says Wingard.

“Wallcoverings aren’t just a side business for us, it’s a whole department,” she says. “Find someone at your company who will take ownership of that department and give it the attention it needs. That’s how you flourish.”

Wallcoverings 3 TIPS FOR SELLING

HIRE DEDICATED STAFF

One of the keys to O-Gee Paint’s success in this category is employees who are both knowledgeable about the products and have a passion for selling them.

STAY ON TOP OF THE TRENDS

INCORPORATE TECHNOLOGY

Wallcoverings are a cyclical category, with trends in wallpaper and faux finishes constantly changing. Stay up-to-date on what’s hot and what’s not to know what colors, designs and textures to carry in your store.

O-Gee Paint utilizes tablets in the store so customers can find exactly the look they desire and also takes advantage of online ordering through vendors to order products quickly and efficiently.

Hand Tools

Customers at Painter’s Supply Arizona consistently find a well-stocked selection of knives, blades, scrapers and other hand tools at each store location so they can get in and out with the products they need to get the job done.

Catering to Customers

Painter’s Supply Arizona follows a simple philosophy when it comes to stocking knives, blades, scrapers and other painting hand tools in its stores—give the customers what they want and make it easy to purchase. The company, which has stores in Phoenix and Mesa, Arizona, consistently gauges what its customers want and need, adjusting inventory as necessary.

While this category can be broad, with a plethora of choices for retailers, Joe Dudo, general manager at Painter’s Supply Arizona, says he listens to the customers when deciding what to keep in stock. Rather than carrying whatever products are national, popular movers, the company focuses on what its customers in Phoenix need.

3 TIPS FOR SELLING

Knives, Blades & Hand Tools

LISTEN TO YOUR CUSTOMERS

KEEP DISPLAYS SIMPLE

Avoid stocking items that won’t sell by asking your customers what they actually use, rather than relying on national trends. Be sure to make adjustments to your inventory as your customers’ needs change.

Most customers, especially professionals, want to get in and out of the store as quickly as possible, so make it easy for them to find what they need with clean and simple merchandising.

OFFER ALTERNATE USES FOR TOOLS

Many times, these types of tools have multiple purposes or can be used in creative ways. For example, customers can use a putty knife to seal painter’s tape to an edge. Share these types of tips with customers to boost add-on sales and position yourself as an expert.

Full-Service Paint

Ernie Reyes, owner of City Paint & Ace Hardware, carries on his dad’s mission of providing customers with excellent service and walking them step-by-step through their project, whether they’re painting for the first time or a seasoned professional.

Walking Customers Through the Paint Process

Exiled from his native Cuba in 1961, Manny Reyes worked his way from busboy to manager at a local restaurant in Hoboken, New Jersey, saving money to open his own electrical supply house.

Manny was shopping for supplies for his new business at a Hoboken paint and hardware store, City Paint & Ace Hardware, when the owner advised Manny that paint and hardware was a more lucrative business to get into. In 1978, Manny purchased City Paint from the same owner who gave him the wise business advice.

Ernie Reyes, Manny’s son and current owner of City Paint & Ace Hardware, was eight years old when his dad bought the business, and he grew up in it, working weekends and summers at the store as a teenager. After graduating from college in 1992, Ernie started full time at City Paint. Since then, he has been running the store with the same high level of customer service his father did.

The store serves a mix of both DIYers and contractors, and employees are well trained to assist any customer pick the right paint for the job. Ernie says he utilizes training programs from his hardware wholesaler and his primary paint vendor, Benjamin Moore.

“Our sales representative leads in-person training and online sessions for us,” says Ernie.

City Paint also carries specialty paints like chalkboard paints, floor and patio enamels, faux finishes and garage floor epoxies, as well as stains, primers and sundries to complete any project.

“Paint is our bread and butter, and makes up about 50 percent of our business, so it’s important for us to carry a good selection of types and colors,” Ernie says. “When it comes to home improvement projects, painting gives homeowners and renters the biggest bang for their buck, especially when moving, so we try to recommend the right products so customers can complete the job.”

Whether a customer is hiring a contractor or painting a room themselves, Ernie says his team strives to guide them through the painting process from the beginning to the end.

“Some people have never painted before and they need help from step one, while other customers know what they’re doing,” says Ernie. “You have to read the customer and help them out step-by-step. That’s what I think we do best— customer service.”

3 TIPS FOR SELLING

Full-Service Paint

EDUCATE YOUR EMPLOYEES

Employees who are well-educated in the paint you sell can provide advice for choosing the right product and offer tips and tricks for getting the job done well. Training can come from vendors and wholesalers, with most offering sessions online and in-person.

MAKE SURE TO CROSS-MERCHANDISE

Show customers the tools they need for the job and increase transaction sizes by merchandising add-ons like paintbrushes, rollers, pans, painter’s tape and other tools with the paint. You could also provide a checklist of must-have tools for painting jobs for customers to reference.

OFFER DESIGN CONSULTATIONS

At City Paint & Ace Hardware, customers are encouraged to bring in photos of the spaces they’re painting for the employees to share color and design suggestions. The store also has color-matching services, so customers can find just the right color.

TRAINI NG

MADE EASY TRAINING T RAIN I AI N IN

How NHPA Can Help You Create an Effective Training Program

By Jesse Carleton

Friendly, competent, fast; that’s what customers want from their shopping experience. According to a 2020 poll by J.D. Power, home improvement retailers who rank highest in customer satisfaction are those who deliver knowledgeable customer service within two minutes or less. Satisfaction scores tumble when customers have to wait more than five minutes for help.

Simply put, if your frontline workers keep asking shoppers to wait until they can find someone who can help them, then you’re killing your customer service. Every employee should be equipped to help. That’s why training is so important.

With more than 40 on-demand training courses, the North American Hardware and Paint Association (NHPA) can get your employees the knowledge they need to help every customer. And even though you’re busy managing every other part of your operation, setting up a training program may be easier than you think. NHPA has done a lot of the work for you.

On the following pages, take a tour of the training resources NHPA offers, including the breadth of content offered in the courses and tools that can help you design and maintain a training plan for your operation.

Rev Up Your Customer Service

To learn about how becoming an NHPA Premier Member can boost your training program, visit YourNHPA.org/membership

Charting Your Course

Onboarding Handbook

An employee’s first few days on the job are critical, as they set the tone for the remainder of their time with your company. NHPA’s Onboarding Handbook contains best practices and checklists for introducing an employee to their role in your company. The Handbook can help you formalize your onboarding program so you have a firm foundation to build on as your new employees move up through the organization.

Whatever your training goals may be, NHPA has resources to help you get there. All of these tools work in conjunction with each other for a more complete training program.

Train the Trainer

During the onboarding process, the new employee should begin their formal retail skills training. The Train the Trainer guide walks you through the nine components of setting up a training program, along with best practices for on-the-job mentorship and ongoing education for veteran employees.

Online Training

NHPA’s learning management system (LMS) is an online platform that makes it easy to manage course assignments for all of your employees. Getting your store set up on the LMS is easy. You’ll get email notifications when employees complete a course, allowing you to monitor staff’s progress.

Path to Success

When you’re ready to begin training, you might wonder, “Where do I start?” NHPA’s Path to Success gives you a bird’s-eye view of NHPA’s courses, showing the progression of basic to advanced content. It can be your guide to creating a customized training path for your operation.

Points and Badges

Once you have a training program set up and have given each employee their assignments, a gamification feature on the LMS can keep them motivated. Employees earn points and badges as they complete courses. Badges are shown on a leaderboard that can inspire friendly competition among the staff.

Certified to Help

Publicly recognize your employees’ training achievements with NHPA’s Certified to Help designation. Qualifying retailers will receive a set of marketing materials from NHPA with the message, “Certified to Help” and “Help is on the way.” The marketing reinforces the high-quality service message you want to send your customers.

Trainer’s Toolbox

Even after employees have completed a regimen of training, it’s important to offer regular refreshers. The Trainer’s Toolbox provides everything you need to lead a short training session during an employee meeting. Each lesson takes about 5 minutes. The series covers a variety of topics, including merchandising, selling skills, product knowledge and operations.

FEATURES

Subscription to Paint & Decorating Retailer

Subscription to Hardware Retailing

Free training resources and guides

Digital newsletters

Level 100 courses

Level 200 courses

Onboarding Handbook

Pro Painters Know. . .

ACCELERATOR is a Modified Siliconized Acrylic that offers the ability to spray paint immediately, brush or roll in 30 minutes, and won't crack paint.

When it’s quick paintability you need…. TOWER SEALANTS® are what you want!

For product information call 866.897.7568 or email tech@towersealants.com

Basic Knowledge for Every Employee

The “Our Three Pennies of Profit” course explains retail profit and loss. Access it at YourNHPA.org/membership

Training Topics

NHPA’s training covers the fundamentals of what an employee needs to know to succeed in a home improvement retail business. Course content covers five major areas, each intended to develop a well-rounded employee who can be an asset to your organization.

Merchandising

Product Knowledge

Retail employees in paint and decorating stores need a basic knowledge of every product on the shelf so they can sell projects to customers. NHPA offers training in all types of coatings and sundries, along with paint project how-to.

SellingSkills

Putting product knowledge to use requires an understanding of the proper way to interact with customers and deal with potential problems. Help your employees create a better customer service experience while also looking for ways to increase transaction size.

Operations

All employees can benefit from some understanding of the operational side of the business. Courses offer an introduction to major operational areas, including the basics of profit and loss, inventory management, pricing and accounting.

Understanding merchandising will make employees more aware of the role they play in keeping a well-maintained store. This program explains the different types of merchandising and how they all work together to make a productive salesfloor.

Leadership

For employees who want to advance in their company, NHPA offers courses in leadership, management and business best practices. As part of these courses, students interact with their peers and instructors to enhance their learning. There are virtual and live options.

Your Path to Retail Education

As the industry leader for education and training, NHPA offers programs, courses and tools to help you create an effective training program, boost employee confidence and build your leadership bench.

Basic Employee Training

Cost: Included with Premier Membership

NHPA offers 38 online courses across eight key topics to help new and seasoned employees gain a better understanding of basic retail practices.

Comprehensive Retail Training

NHPA’s Retail Management Certification Program is a college-level course designed to teach key employees, future owners and retailers effective business practices for owning and operating a home improvement operation. Sessions are taught by successful retailers, university professors and industry experts. Cost: Tuition, course materials and travel

500

Executive Education

Cost: Participation fee and travel

NHPA provides independent retailers from all wholesale affiliations with opportunities to connect with one another at networking roundtable events. With agendas set by the retailers in attendance, topics cover best practices and common challenge s.

Advanced Employee Training

Cost: Included with Premier Membership

These online courses can give employees, managers or owners a better understanding of some of the core operational and sales fundamentals that are key to running a successful business.

Leadership & Management Training

Cost: Course fees and materials

NHPA offers several courses in its Foundations of Leadership Program to help new managers understand key concepts of leadership and personal development. Each course offers industry-specific training for effective communication, problem-solving and building and leading teams. These nine-week courses are online and built with flexibility for busy schedules.

Cleaning Up

Selling Wrap-Up Products to DIYers

By Lindsey Thompson

Once the last piece of painter’s tape has been pulled away, it’s time for cleanup. Contractors typically have a good grasp on the products they need for cleanup, but retail customers may need more direction when it comes to purchasing these products.

Retailers can point DIYers in the right direction by educating them on what’s available and how it’s used, and using merchandising that makes it easy for them to find what they need. And, they can take advantage of marketing outlets these retail customers frequently use.

Caddo Paint, which has stores in Shreveport and Bossier City, Louisiana, carries a wide selection of products for post-painting cleanup. Lynn Sprout Jr., purchasing agent for Caddo Paint, says contractors make up 80 percent of the customer base, but the company doesn’t forget about its retail customers, reaching them through merchandising, employee education and marketing.

MAKING MERCHANDISING COUNT

Sprout utilizes well-organized merchandising to sell to both contractors and retail customers. Caddo Paint carries a broad selection of products for paint cleanup, including rags, solvents, removers and specialty cleaners, displaying similar items together.

“We merchandise all our cleaning products in one area of the store and group similar products, like rags or solvents, together,” says Sprout. “We stock a lot of these products at the front of the store so they’re easy for contractors to find, but we also organize them in a way that makes it easy for our retail customers to browse and pick up what they need.”

During the pandemic, Sprout has used endcap displays to showcase general household cleaners and protective face masks, but he also uses them to highlight new products or showcase items that fit a theme. For example, every spring, he displays deck cleaners, mildew removers and deck sprayers together.

A WIDE SELECTION

While the majority of Caddo Paint’s customers are contractors, the store also serves DIY customers with a wide selection of cleaning products.

Employees can also be a source of information on how to use solvents and cleaners correctly and safely, sharing tips with customers and pointing them to product labels and safety instructions.

EDUCATING EMPLOYEES

When it comes to educating customers on what cleaning products to choose, Sprout says Caddo’s employees rely on their many years of experience working at the store and in the field. They also take part in vendor in-store training when they stock a new product, and will occasionally test those products themselves in the store.

A Disposal Solution

Finding a place to safely dispose of leftover paint is part of the cleanup process, but can also be a challenge for many painters. PaintCare, a nonprofit organization created by paint manufacturers, operates paint stewardship programs in nine states and the District of Columbia.

The organization encourages consumers and businesses to reuse and recycle leftover paint by setting up paint retailers and other businesses as convenient drop-off sites. Retailers who participate in the program as a drop-off site see several benefits says Brett Rodgers, director of communications for PaintCare. One benefit is increased foot traffic into the stores.

“While we don’t yet have data to show what the change in store traffic has been

When customers purchase solvents and specialty cleaners, it’s helpful for the employee to have a fundamental knowledge of what each solvent or cleaner does to help customers choose the right one.

Employees can also be a source of information on how to use solvents and cleaners correctly and safely, sharing tips with customers and pointing them to product labels and safety instructions.

“We’ve educated our employees that paint and lacquer thinners are your most basic solvents and can also be used for cleaning. If it’s not paint or lacquer thinner, for the most part, it has a specific purpose,” says Sprout. “Our employees also know what each of those solvents specifically do, and they can share that knowledge with customers as well.”

OFFERING ONLINE OPTIONS

Another way Caddo Paint markets cleaning products to customers is through its online store, a new addition to the website. As communities entered lockdown at the start of the COVID-19 pandemic, Caddo Paint closed both its locations to in-person shopping for six weeks, only offering curbside pickup during that time.

after becoming a drop-off site, many of our sites report more people come into stores to drop off paint, creating an opportunity to convert new customers,” Rodgers says.

Another benefit for retailers is additional exposure through the PaintCare program. Every paint store that serves as a drop-off site is listed on the map on the PaintCare website. PaintCare also advertises individual paint stores as part of public education for the program.

Rodgers says many retailers appreciate how the program benefits the environment and provides a convenient service to customers.

“Many stores are part of small communities that might not have a lot of other options, and they like being

the ones providing this service,” says Rodgers. Rodgers says PaintCare strives to make it as easy as possible for paint stores to participate in the program.

“Retailers think there will be a lot of extra cost or labor on their part to take part but there isn’t,” Rodgers says. “We provide all the training and marketing materials, supply all the collection bins and haul all the paint away as often as a site needs.”

For more information on PaintCare and how retailers in qualifying states can participate, visit PDRmag.com/paintcare

Solving the

Mystery of Solvents

Mineral spirits, paint thinner, turpentine, denatured alcohol—one look at the number of options for paint solvents can leave any customer’s head spinning. Educating your employees on the differences among the many types allows them to aid customers in making the right choice. Here’s a breakdown of each type of solvent.

Source: Solvents, Choosing and Using, Grand Valley State University

Paint and lacquer thinner. As the name suggests, paint thinner thins out oil-based paint for application or for removal from brushes and other tools. Lacquer serves the same purpose, but for lacquers.

Mineral spirits. A type of paint thinner, mineral spirits are made by distilling petroleum but undergo additional refinements to reduce toxic compounds and sulfur.

Turpentine. Derived from trees rather than petroleum, turpentine acts as a paint thinner but with fewer harsh ingredients and a faster drying time.

Methyl ethyl ketone (MEK). MEK is used to dissolve and thin out fiberglass resins, epoxies, vinyls, lacquers and adhesives.

Denatured alcohol. Used frequently to clean glass, denatured alcohol also thins out shellac and works as a primer for floors, furniture, wood and plaster.

Acetones. Acetones are used in heavy industrial settings and each type works with certain chemicals or substances such as epoxy or concrete.

Locks out water. Locks in beauty.

EASY PICKINGS

Caddo Paint purchasing agent Lynn Sprout Jr. uses baskets in both stores that make it easy for customers to quickly find what they need for their cleanup projects.

A few weeks later, when the stores were allowed to open at 25 percent shopper capacity, Sprout heard from customers who were still uncomfortable going inside stores.

That’s when he started working on the business’s e-commerce site to inform DIY customers about what products the store sells, including cleaning items they may not be familiar with.

“We came to the realization our contractors were remembering what products we sold and still placing orders with us over the phone, but our retail customers didn’t know what we carried,” Sprout says.

Adding an e-commerce page to the main website allowed Caddo’s customers to still shop with them even with limited store capacities, Sprout says.

Sprout hopes the new e-commerce page will remain an integral part of his selling strategy now that the stores are back open for in-store shopping, and continue to reach new customers.

“We also made upgrades to the rest of our regular website that match the e-commerce page, so everything is at the same high level to provide customers with information and a place to shop online,” Sprout says. “We also plan to do more promotions of our e-commerce page through our social media channels.”

Benchmark

How to Participate in the 2021 Cost of Doing Business Study

Have you ever wondered how your business’s finances compare to typical and high-profit operators in the industry?

The North American Hardware and Paint Association (NHPA) is now inviting paint and decorating retailers, hardware stores, home centers and lumberyards in the U.S. to participate in the 2021 Cost of Doing Business Study

For more than 100 years, NHPA has collected information from independent retailers for the study. Each year, this financial benchmarking tool delivers data and insights that allow retailers to assess their performance and strategize for their financial future and success.

You can choose from four easy ways to participate confidentially in the 2021 Cost of Doing Business Study.

1. Fill out the survey we included in this issue using your 2020 year-end financial data and mail it confidentially to NHPA (no postage necessary).

2. Fill out the company information section of the survey and attach a copy of your 2020 year-end financial statements and mail them to NHPA.

3. Complete the Cost of Doing Business Study form online at YourNHPA.org/codb

“Being able to compare our business metrics to the industry using the Cost of Doing Business Study has been most valuable. We can easily spot one or two areas to improve on and then measure the results. It is easy to complete, and the information we gain makes it a great use of my time.”

—Stewart Strayer | Ashmore Paint Co.

4. Email your company information and 2020 year-end financial statements to NHPA chief financial officer David Gowan at dgowan@yournhpa.org

Please note that individual financial data is held in strict confidentiality, and financial and operational data will only be published in aggregate. The final day to submit your operation’s financial data is June 30.

What

You Get for Participating

When you participate in the 2021 Cost of Doing Business Study, you’ll receive the following tools and information for free. Participation is free, easy (it takes just a few minutes to complete) and confidential. To learn more about the study, visit YourNHPA.org/codb

• A free copy of the study ($499 value).

• A personalized financial analysis with your company’s financial results compared to industry averages.

• A what-if scenario generator to calculate how small changes can make a big impact.

• Your company’s financial ratios and other financial metrics.

By Julie Leinwand

Decorating in Durango

Rufe’s Paint Store Offers Family-Based Paint Service

Rufe’s Paint Store has been a fixture of the Town Plaza Shopping Center in the mountain town of Durango, Colorado, since 1960. The store not only serves the town of Durango, but the entire county of La Plata into southwestern Colorado, connecting the community with key paint products to beautify their homes and offices.

Bob Romero, who co-owns the store with his brother, Mike, estimates that their customer base is about 60 percent DIY customers.

“We are a true custom paint store,” Bob says. “We have product knowledge and take care of people. We have a following and have been here for a long time, so we must have done something right.”

On the following pages, learn more about how Rufe’s Paint Store devoted itself to Durango and the surrounding area to become a family-owned community staple.

The Start of a Beautiful Partnership

Rufe’s Paint Store is a small, family-owned business with just three employees: Bob, Mike and Mike’s son Keith. The business was founded by Bob and Mike’s father—the store’s namesake— Rufe Romero.

Bob says he has been in the paint business since he was a child, although his official introduction to retail took place in 1979.

“My dad would have me come and work here when I wasn’t playing ball. I was an athlete and played every sport trying to keep active in school so I wouldn’t have to come in and work,” he says with a laugh. “I worked a lot here. When I came back from college, I decided to stay in the area and raise my kids here because it’s a good place to raise a family.”

Rufe’s Paint Store has a history with Diamond Vogel paint that goes back to the founding of the store more than 60 years ago.

Bob Romero (right) and his brother Mike Romero (left) co-own

Rufe’s Paint Store in Durango, Colorado.

Rufe’s Paint Store has called the Town Plaza Shopping Center in Durango, Colorado, home since 1960. The store has only changed locations once—in 1972, it moved two doors down into a larger 2,200-square-foot storefront.

“My dad went to Fort Lewis College here in Durango in 1951 on a football scholarship, and my grandfather, Rufe Sr., was a foreman at Federal Lumber Co., which was the biggest lumber company in southwestern Colorado,” Bob says.

He says that after his father graduated from college, he got his start in the paint business selling paint for Federal Lumber.

“After a couple of years, he wanted to go out on his own, and Henry McClister of McClister Paint Co. heard about my dad and became interested in helping him get in business,” he says. “My dad sold McClister paint, which became Komac Paint, which was later bought by Diamond Vogel. McClister took a liking to my father, and I thank him to this day.”

Diamond Vogel’s Colorado and New Mexico distribution operations and store locations were acquired by Guiry’s Inc., a paint, home decor and art supplies retailer headquartered in Denver, in December 2020. The partnership is still new, and Bob says he is eager to see what opportunities may become available now that they fall under the Guiry’s umbrella. And he’s happy to be an independent dealer for another family-owned and operated company.

“It was important to me and my brother to carry over what my dad built. We’re proud to have been here this long.”

—Bob Romero, Rufe’s Paint Store

Getting the Word Out

Rufe’s Paint Store is located in the same shopping center as a hardware store that also sells paint. While some retailers might worry about how the proximity to a competitor affects their business, Bob doesn’t see it that way. He says his father taught him not to worry about the competition, but to “let them worry about you.”

“We work together. They recommend us, and we recommend them when the time comes,” he says. “It’s a good competition. Of course, it takes a while to establish yourself in the market and get to that point.”

The Romero family has found nontraditional ways of getting the word out for Rufe’s Paint Store. Bob remembers years ago, his father took out ads in the local paper promoting the store alongside the image of a dog barking, “Rufe’s, Rufe’s, Rufe’s!”

“It was very catchy,” he says. “We enjoy being different in a good way and being characters. It’s something people don’t forget.”

Bob also continues his father’s practice of giving balloons to children when they come in the store with their parents. He explains that many years later, some of those children are now parents who bring their own families into the store.

“We have grown a customer base from that,” he says. “It’s one way we have retained the loyalty of our customers—besides telling stories and clean jokes. I always say, ‘We don’t have helium, but I’m full of hot air!’”

Becoming Local Experts

Bob and his family pride themselves on their product knowledge and insight into the paint industry. He says that customer-focused combination isn’t something you see too much of at big boxes, which are often made up of

“order-takers” and experience high turnover. That’s not the case for Rufe’s. With a small, knowledgeable staff, they go the extra mile to accommodate their customers.

“We do a lot of interior decorating with our customers,” Bob says. “We help them with colors and even match other people’s colors. We ask for their fittings and accessories and have them bring in the fabrics they have in their surroundings.”

He takes into account the lighting of the room and adjusts for indirect, natural and artificial lighting. He also offers advice specific to the area.

“Everywhere in the country is different, and paint gets treated differently,” Bob says. “Higher altitude and lower altitude, they all do different things to paint. This is a high-altitude area with extreme UV that can break down products, so we help customers understand that.”

He also cautions his customers against following advice from the internet or popular home decorating shows.

“We have people who come here who watch those programs and those marketing tools make it sound easy to do these techniques—but they really aren’t, so we help them find solutions,” he says.

Passing the Torch

Bob believes his family—and the store—are stronger because they are a family business.

“We can beat each other up during the day, but we keep coming back for more the next day because we are family,” he says. “It was important to me and my brother to carry over what my dad built. We’re proud to have been here this long.”

His sons chose to pursue other career paths outside the store—something Bob respects—but he’s happy his nephew has taken an interest in the business and that he has a talent and eye for color.

“He is very good at what he does,” Bob says. “Many men are color blind, but if you’re not and you can match colors, that’s a huge advantage if you care to learn that part of the trade. It’s an art form. Some people have a knack for that, and it’s a special gift.”

This gift is something Bob has seen before.

“It’s something my father had as well,” he says. “I’m not as good as my nephew is, to be honest. But I’m grateful for that. We offset each other in different ways. It helps make us who we are in the store.”

Fresh Coat

3 Ways to Lend a Hiring Hand

Finding the Best Candidates

After being declared an essential industry during th days of the pandemic, home improvement is att many job seekers. The U.S. Bureau of Labor Sta shows that compared to the first quarter of 2020 number of home improvement employees in the first q of 2021 has grown 7 percent. Improving your hiring process benefits your entire te three tips from the Society for Human Resource Ma g (SHRM) on how you can differentiate your business prospective employers and find top-tier candidates t vacant positions. For more information, visit shrm.o r

the earliest attracting Statistics 2020, the quarter team. Get Management from other to fill your shrm.org

Share what makes you unique.

Identifying what makes your business special is important to attract job seekers. Promoting your operation’s specific culture turns ambivalent candidates into people hungry to land a job. Highlight the perks of working at your operation and the ways your company gives back to the community to stand apart.

Consider the candidate’s point of view.

Every step of the hiring process is a chance to share your company with a potential employee. From the initial pre-interview phone call to the new hire’s first day, prioritize their experience. It’s one way to meet a candidate halfway and introduce them to the expectations you have for them.

Keep the hiring process genuine.

Be clear and direct with what the position will entail, how long it will last and how it serves the company’s mission. That transparency gives job seekers the information they need to decide whether the job is a good fit, potentially self-regulating and preventing you from needing to refill the position in a few months.

To learn more about the upcoming AccuSmart™, join us virtually at events throughout 2021. Visit www.ﬂuidman.com/events for details.

Stream the Event

Celebrate the 2021 Young Retailer of the Year honorees. Visit YourNHPA.org/yroty to stream the one-hour virtual event.

Celebrating the Future

Stream the 2021 Young Retailer of the Year Virtual Event

After the success of last year’s virtual event, the North American Hardware and Paint Association (NHPA) hosted its 2021 Young Retailer of the Year ceremony virtually on May 5. For 25 years, NHPA has highlighted the achievements of independent home improvement retailers 35 years old and younger through its Young Retailer of the Year program. The program honors retailers in three categories: sales under $2 million; sales above $2 million; and multistore operations. This year marked the ﬁrst time NHPA has

Meet the 2021 Honorees

Under $2M in Annual Sales

• Colton and Danielle Hallgren—owners of Osage Hardware in Osage City, Kansas

• Alexandria Lavaroni—manager of Treat’s General Store in San Andreas, California

• Tyler Nowochin—owner of Nowco Home Hardware in Lacombe, Alberta, Canada

Over $2M in Annual Sales

• Dani Estenger—purchasing manager of Center Hardware & Supply Co. Inc. in San Francisco

included paint retailers in the award program after the organization expanded its membership to include paint and decorating retailers in 2020.

The virtual celebration was an opportunity for the entire independent channel to gather and celebrate the next generation of independent home improvement and paint retailers. Honorees had the chance to thank their families, communities and co-workers at the virtual event.

The 2021 Young Retailer of the Year virtual ceremony is available to stream now. Visit YourNHPA.org/yroty

• Robin Smith—president and co-owner of Petersburg Hardware in Petersburg, Indiana

• Jonathan South—store manager of Teghtmeyer Ace Hardware in Columbia City, Indiana

Multiple Stores

• Jay Donnelly—vice president of Flanagan Paint & Supply in St. Louis

• Ryan Rennells—general manager of Home Central in Owego, New York

Thank You to Our Sponsors

This program would not be possible without the support of our sponsors. These companies have invested in the future of the independent home improvement channel.

• Arrow Fastener

• Epicor

• Fluidmaster

• Intertape Polymer Group (IPG)

• Midwest Fastener

• MiTek

• Pony Jorgensen

Check Your Email

Confirm your email preferences by visiting YourNHPA.org/subscribe

Webinars to Watch

Mark your calendar for future NHPA webinars featuring home improvement and paint retailers, subject matter experts, industry executives and more to give you insights into important, industry-speciﬁ c topics and updates. Reserve your seat for our upcoming live webinars or browse our library of past webinars by visiting YourNHPA.org/webinars .

Past Webinar

Featured Webinar

How to Lead Diverse Teams

April

Retailers Choice Awards

May 19 at 2 p.m.

Celebrate the products that caught retailers’ eyes at the 2020 National Hardware Virtual Show in this presentation of the 2020 Retailers’ Choice Award winners.

Podcasts to Play

NDoes your team reflect the diversity of the community you serve? This webinar covers hiring practices and the steps you can take in your business.

Upcoming Webinar

Inventory Management

June 16 at 2 p.m.

What long-term effects will the pandemic have on the way retailers manage inventory? This webinar will explore how retail inventory management may have changed.

HPA offers three podcast series that feature interviews and insights from leading retailers, wholesale executives, industry experts and more. These podcasts are hosted by NHPA staff members and highlight different topics. Catch up on key trends and challenges independent retailers take on and hear retail stories straight from the source. Subscribe or listen to the podcasts at YourNHPA.org/podcasts .

“How people buy is going to be a key to success. There are certainly risks, in particular for builders right now, but access to product is going to be key.”

Taking Care of Business

Episode 39

Dan speaks to Dent Johnson, Do it Best’s vice president of merchandising, for an update on the supply chain.

“I’m really proud to be a third-generation owner of my family business. My goal is to leave a legacy and make my mark on the business.”

Mike Stoddard West Side Decorating Center

Tell Me More...

Episode 30

Renee chats with Mike Stoddard of West Side Decorating Center about his journey in the paint and decorating industry.

“I’m a very touchy-feely, ‘I’ve got to see it and hold it’ person, so going to markets is my chance to get up close and personal with the products.”

Jackie Sacks Roundtop Mercantile

Editorially Speaking

Episode 11

Melanie talks to Jackie Sacks about her career path and role on NHPA’s board of directors—and her picks for Category All-Stars.

Dent Johnson Do it Best

Enroll in NHPA’s Retail Management Certiﬁcation Program

NHPA’s Retail Management Certiﬁcation Program is a six-month long, college-level course that prepares retailers with proﬁt-focused store operations training. It is the industry’s premier management school and provides actionable training to help students and owners see immediate results and a return on investment (ROI).

Retail Management Certiﬁcation Program students will learn how to grow sales and proﬁts and will walk away with an understanding of the following key topics.

• Applied business strategy

• Advanced retail operations

• Advertising and marketing

• Finance and accounting

• Budgeting and benchmarking

• Leadership and team building

• Human resources management

• Sales and customer service

“The 2021 Retail Management Certiﬁcation Program is shaping up to be one of the strongest classes yet, as we will return to our traditional three-visit format with some new course modules and instructors that will be great additions to the program,” says Scott Wright, NHPA’s executive director of advanced retail education programs.

The ﬁrst program visit will take place in August in Indianapolis. Visit YourNHPA.org/rmcp to learn more.

• Enhances beauty and protects surfaces to make them look better and last longer

• Easy to Use - Simply rub the wax on, let it absorb and buff off any excess

• Safe for indoor and outdoor countertop surfaces

• 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

The deadline to apply for the 2021 class session is July 1. For

Academy for Retail Development

Visit YourNHPA.org/academy for more information on NHPA’s educational offerings.

Finish

Listen to consultant Lara McCulloch discuss how and why small businesses should establish a brand that works in stores and beyond at YourNHPA.org/es-pod

Consumers who aren’t thinking about home improvement right now and don’t know you exist. These customers represent your largest potential audience, but they may also be the most challenging to identify and engage.

Consumers who are thinking about home improvement, but don’t know you exist. These people are actively looking for solutions, so meet them where they are: online.

Consumers who are thinking about home improvement and know you exist . You can differentiate your brand with these customers by making their experience about shopping local.

4 Branding Pyramid

5 Building Blocks for Enhancing DIYer Loyalty

Your business may be well-known in your community, and you may have a strong contingent of loyal customers. But the truth is, according to branding consultant Lara McCulloch, if you want to grow your appeal more broadly, you need to create a strategic branding campaign. These campaigns should include online and in-store experiences to engage even the least likely customer. McCulloch suggests viewing your potential customers as five sections of an inverted pyramid. Go to PDRmag.com/pyramid to get ideas for how to showcase your brand in order to move that potential customer down the pyramid until they become a loyalist.

Infrequent previous customers who are thinking about home improvement. You’ve had them in your store before, so make a plan to bring them back.

Loyal customers. These people shop at your store no matter what, but don’t take that loyalty for granted.