Paint & Decorating Retailer September 2022

Rewarding Renovations

1025 E. 54th St. Indianapolis, Indiana 317-275-9400 NHPA@YourNHPA.org YourNHPA.org

COMMUNICATIONS

Melanie Moul Communications & Content Manager mmoul@YourNHPA.org

Lindsey Thompson Associate Editor lthompson@YourNHPA.org

Carly Froderman Associate Editor cfroderman@YourNHPA.org

Autumn Ricketts Graphic Designer

Olivia Adam Graphic Designer

Austin Vance Production Manager

Freda Creech Sales & Production Assistant

Kevin Trehan Digital Media Specialist

Julie Leinwand Marketing Manager

ASSOCIATION PROGRAMS

800-772-4424 | nhpa@YourNHPA.org

Katie McHone-Jones kmchone-jones@YourNHPA.org Director, Member Services & Events

Kim Peffley kpeffley@YourNHPA.org Director, Organizational Development & Consulting

Jesse Carleton jcarleton@YourNHPA.org Training Manager & Editor

Renee Changnon rchangnon@YourNHPA.org Retail Engagement Specialist

SALES

LeAnn Day lday@YourNHPA.org Publisher

Scott Gilcrest 317-508-7680 | sgilcrest@YourNHPA.org Director of Sales

David Brodowski 440-520-9551 | dbrodowski@YourNHPA.org Midwest Sales Director

Jordan Rice 217-808-1641 | jrice@YourNHPA.org Northeast, Northwest & Canada Sales Director

COMING IN OCTOBER

Loss Prevention Strategies

From organized smash and grabs to employee embezzlement and fraud, retailers have been reeling from asset and product loss, especially during COVID-19. To protect your assets and company morale, it’s important to develop strong loss prevention programs. Next month, discover loss prevention best practices from fellow retailers you can implement to prevent theft, fraud and accounting errors in your own operation.

PAINT & DECORATING RETAILER

(ISSN 1096-6927): Published monthly except December by the North American Hardware and Paint Association, 1025 E. 54th St., Indianapolis, IN 46220. 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, 2022.

OUR MISSION

The North American Hardware and Paint Association (NHPA) helps independent home improvement and paint and decorating retailers, regardless of affiliations, become better and more profitable retailers.

NHPA EXECUTIVE STAFF

Bob Cutter President & CEO

Dan Tratensek

Chief Operating Officer

David Gowan

Chief Financial Officer & Executive Vice President, Business Services

Scott Wright

Executive Director, Advanced Retail Education Programs

Whitney Daulton Executive Director of Innovation & Engagement

NHPA BOARD OF DIRECTORS

CHAIRMAN OF THE BOARD

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

EXECUTIVE VICE CHAIRMAN

Craig Bond, Tommy’s Paint Pot, Eugene, Oregon

DIRECTORS

Alesia Anderson, Handy Ace Hardware, Tucker, Georgia

Jay Donnelly, Flanagan Paint & Supply, Ellisville, Missouri

Ned Green, Weiders Paint & Hardware, Rochester, New York

Scott Jerousek, Farm and Home Hardware, Wellington, Ohio

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

Jackie Sacks, Round Top Mercantile Co., Round Top, Texas

SECRETARY-TREASURER

Bob Cutter, NHPA President & CEO

NHPA CANADA

NHPA CANADA

Michael McLarney, +1 416-489-3396, mike@hardlines.ca 330 Bay Street, Suite 1400 Toronto, ON, Canada M5H 2S8

CIRCULATION, SUBSCRIPTION & LIST RENTAL INQUIRIES

CIRCULATION DIRECTOR

Richard Jarrett, 314-432-7511, Fax: 314-432-7665

Think Paint. Think Corona.

For more than 60 years, our fourthgeneration family company has been committed to providing the finest paintbrushes and rollers in the industry. Each professional applicator is handmade in Tampa, Florida, USA, to meet the needs of the professional contractor as well as the DIY painter.

Corona’s professional tools are constructed to exacting standards. Using a combination of traditional and innovative techniques, we deliver the highest level of performance and durability, the finest finish, and ease of use and cleanup with today’s coatings.

For the next paint job, big or small, think Corona.

NEWS, PRODUCTS & TRENDS

Get the Latest Updates

Scan this QR code or visit PDRmag.com/september to see these stories and more resources for your operation.

Putting In Work

When performing renovations, store planning and layouts are important aspects of the process. Discover store planning and layout best practices from industry expert Gary Petz, vice president of Discovery Retail Group.

OPERATIONS

Catching Up With Gen Z

Understanding your entire customer base is key to a successful business. As Gen Z amasses more buying power, it is important to understand the psychology behind their purchases. Hear from two members of Gen Z and discover their thoughts on customer service and consumer tendencies.

MARKETING

Social Media Savvy

Running a successful business requires forward-thinking, and social media is a great place to begin developing relationships with the next generation of customers. Discover social media tips and influencer marketing and Instagram reel examples from Taylor’s Do it Center and Pleasants Hardware social media pages.

AVAILABLE SEPT. 5!

PODCAST

The Full Spectrum

NHPA’s Melanie Moul and Renee Changnon have a conversation with Travis Detter, president of Spectrum Paint Co., which he co-founded in 1986. He shares how the company has grown to over 600 employees with 92 stores in 10 states.

Scan the QR code or visit the website below to listen. YourNHPA.org/podcasts

Good Business, Good People

In any line of work, it is easy to become complacent. You get used to doing the same things, day after day and you start to lose sight of all the reasons you once were drawn to the type of work you do.

I’m certainly not immune to this trap. Between all the conference calls, meetings, program development and seemingly endless plane trips, it has been easy to forget why I am so fortunate to work for an association like the North American Hardware and Paint Association (NHPA).

But every once in a while, something happens that shines a light on all the reasons I am lucky to have a career that is built around helping small business owners. It was during a relatively routine day while recording one of my “Taking Care of Business” podcasts that I had one of those moments. My guest that day was Gina Schaefer, CEO and co-founder of A Few Cool Hardware Stores, a chain of 13 stores outside of Washington D.C. and Baltimore, Maryland, metro areas.

I have known Gina for years and I have always had a great deal of respect for her. She has always been a savvy business operator and flat out runs some great hardware stores. Beyond that, however, Gina is a bit of a pioneer. As a female business owner in a highly male-dominated industry, Gina sets a great example for operators of all genders and backgrounds.

But during our most recent conversation, I saw a completely different side of Gina, one that reaffirmed all of the positive impressions I have had about her since we first met.

“Learning about her passion for helping others reminded me why we are all so lucky to have people like Gina in our industry.”

Recently, Gina added the title of author to her long resume of accomplishments. Her book, “Recovery Hardware,” hits the streets this month, and I would strongly encourage everyone to pick up a copy at your local bookstore.

In the book, Gina shares her experiences about how, through her business, she and her team have always gone the extra mile to support the communities they serve. And not just in the traditional ways that so many retailers do.

No, Gina and her team made a decision to actively work with and employ members of the community who were recovering from addiction or re-entering the communities following incarceration.

During our podcast, Gina shared how she and her team’s desire to help community members who were struggling was more than an act of philanthropy. While it definitely helps individuals get back on their feet, she also sees it as being just good business.

When describing the concept in her book, she refers to it as “how to put bravery, empathy and trustinto the backbone of your workplace culture.”

I’m not going to spoil the podcast or the book, but I highly recommend checking both of them out. Listen to the episode with Gina at YourNHPA.org/podcasts and find out where to buy the book at ginaschaefer.com/book.

While I know so many small businesses give back to their communities, my conversation with Gina reminded me why I’m so lucky to get to meet people like her, and why we are all so lucky to have people like Gina in our industry.

Dan M. Tratensek Chief Operating Officer & Publisher

OUTREACH

Share Your Stories

Send your merchandising tips, event recaps, employee morale boosters and other stories to editorial@YourNHPA.org

OPERATIONS

Mural Magic

Spectrum Paint Store Features Artwork From International Artist

Adorning a wall on the outside of the Claremore, Oklahoma, location of Spectrum Paint is a beautiful tree mural, painted by renowned street artist Kelsey Montague. Montague started her #WhatLiftsYou movement in Manhattan in 2014 with large-scale murals of her iconic wings, and in 2020, Taylor Swift commissioned Kelsey to create a winged mural to help launch her song "ME!" in Nashville.

Gentry Stafford, vice president of marketing and store development, says when the company purchased the building for the Claremore store, it needed major exterior repairs, including new stucco and paint. Those repairs unfortunately covered up the existing mural, so Spectrum commissioned Montague to create a new piece.

“We knew we wanted to do a new mural, and the goal was to do something experiential that would inspire people from all over the region to come to Main Street,” Stafford says. “We were inspired by seeing Kelsey's work in Nashville and subsequently following her on social media. When you travel, it’s fun to make memories by taking pictures with fun, local murals, and we thought it would be cool to bring one to our hometown.”

The mural has its own hashtag, #spectrumfamilytree, and visitors are encouraged to take photos with the mural and share on social media.

“It has been fun to see people use the hashtag to share their photos,” Stafford says. “Even more than that, we see people who are making memories with their families on Main Street come and take pictures, and it makes our day.”

Showcasing Your True Colors

When it comes to staining, not every type of wood accepts stains the same way. At Summit Paint, which has locations in Akron and Barberton, Ohio, customers can see what different colors of stains look like on different types of wood before they buy.

“We’ve had these boards for about five years, and they give customers a better idea of what the stain will look like on the type of wood they are working with,” says owner and president Nelson Roder. “We have customers that come in just because we have the boards.”

The Barberton store has boards in poplar, oak, birch, maple and pine, each stained with different colors of stain the store offers. Currently, the boards feature Zar stains, and Roder and company vice president Craig Goos have plans to create boards for General Finishes stains when the store starts carrying that brand.

“Customers love them, and they make a quick stain choice much easier as they are much more accurate than brochures or factory samples. They have even kept us from having to make samples in the back for customers,” Roder says. “We want to be as helpful as possible, and this is just another way we can help our customers achieve the best results with their projects.”

When customers at Flanagan Paint & Supply need a recommendation for a paint or home improvement contractor, they can turn to the Contractors Connections board in the store in St. Peters, Missouri. The board includes business cards from contractors and businesses the company works with and recommends.

“We ask for business cards from our professional customers and share them on the board for other customers to reference when they need a contractor,” says owner Jay Flanagan. “We have quite a few customers who take advantage of the recommendations.”

OPERATIONS

Get Started

Visit YourNHPA.org/consulting to learn more or get started with NHPA’s organizational development and consulting services.

OPERATIONS

Organizational Development and Consulting Services

Did you know your association provides organizational development and consulting services for retailers?

The North American Hardware and Paint Association (NHPA) offers a range of organizational development tools, including Everything DiSC® and TeamBuilder assessments, a yearlong Vision Process program and consulting.

The services are designed to support retailers and improve the overall operations of both the people and process sides of businesses. NHPA works with owners, managers, frontline employees, future leaders, sales teams and more to solve problems at all levels and customizes the program to fit the unique needs of the business.

No matter your operation’s size, if you’re looking for alternative or customer solutions, you can take advantage of NHPA’s hourly consulting options. After a complimentary introductory meeting, an NHPA consultant will schedule hourly online sessions with you to discuss your needs—this can range from owner support, manager mentoring, operational support and more. Consulting sessions are a helpful tool to bounce ideas off someone else, ask for feedback, get help with accountability, troubleshoot and connect with others within the industry.

“I believe in these programs because they helped me so much in my own retail career,” says Kim Peffley, NHPA director of organizational development and consulting. “I love this industry, and I am passionate about sharing tools that I have seen help so many others. Whether you want to participate in an established plan or create a path of your own, we can help.”

Featured Solutions

• Improved communication

• Conflict resolution

training

Culture and core values

Employee engagement

Hiring and retention

• Time management

Development planning

• Manager mentoring

Future leaders

• Operational support

Inventory management

About Kim Peffley Director of Organizational Development and Consulting

GET IN TOUCH WITH KIM

kpeffley@YourNHPA.org 219-776-0094

Kim Peffley is the director of organizational development and consulting for NHPA’s advanced education programs. Before joining the organization, she worked for more than 25 years in various roles, including general manager, at a multistore Ace Hardware operation. Her industry-specific experience enables her to offer professional, relevant training to help other retailers effectively lead their teams.

HEAR KIM’S INSIGHTS

Do it Best Fall Market

Sept. 9

“Hiring Your Dream Team in a Competitive Job Market”

True Value Fall Reunion

Sept. 15

“Creating Innovative Problem-Solvers in Your Business”

Bostwick-Braun “Back to the Market” Fall Show

Sept. 28 & 29

“Compete in Today’s Retail Climate? Evolve!” and “In Store Experience- Service or Experience?”

SUBSCRIBE

Check Your Email

Visit YourNHPA.org/subscribe to sign up for newsletters and emails that interest you.

EDUCATION

@NorthAmericanHardwareandPaintAssociation

@Your_NHPA

$170,000 in Scholarships Awarded for Training

For more information about the Retail Management Certification Program, visit YourNHPA.org/rmcp

Home improvement industry organizations, including manufacturers, distributors and wholesalers, provided more than $170,000 in scholarship money for retailers to attend NHPA’s Retail Management Certification Program in 2022.

The industry-specific retail management and leadership development program is a college-level course that prepares retailers with profit-focused store operations coaching. It provides actionable training, including a semester-long business improvement project, to help students and owners see immediate results and a return on investment (ROI).

ASSOCIATION

NHPA on the Road

Should your store be featured in the next trip? Reach out to Renee Changnon at rchangnon@yournhpa.org.

NHPA is out in the industry, and the team’s visits are chronicled in the NHPA on the Road series led by retail engagement specialist Renee Changnon, bringing your association to you through store visits that highlight different retailers across North America.

For each road trip, Changnon typically visits six retail operations in one region. She spends an hour at each store, learning about the history, touring the salesfloor and discovering unique products, selling ideas and more. Changnon also gathers potential content for future “Taking Care of Business’’ podcast episodes. Retailers can follow along via the NHPA Facebook and Instagram social media accounts that document NHPA on the Road trips through stories, photos, videos and more.

The financial assistance provided by the scholarship providers will help retailers improve their leadership and retail management skills and make lasting industry connections.

Thank you to the 2022 scholarship providers who are advocating for independent retailers by supporting this program. They have not only donated scholarship money, but they will give their time by taking part in the third class visit alongside students in November.

To learn more about scholarship opportunities, contact Scott Wright, NHPA executive director of advanced retail education programs, at 317-441-4136 or swright@YourNHPA.org.

Explore Free Educational Offerings

Visit YourNHPA.org/training to access free tools created for retailers.

EDUCATION

Train Your Drivers

Visit the NHPA Training Store at YourNHPA.org/training-store to purchase safety and HR compliance courses.

Whether you have a single delivery vehicle or a fleet of flatbed trailers, it’s important to make sure your drivers develop positive driving habits. Through its partnership with JJ Keller & Associates, a trusted name in compliance training, NHPA now offers courses in driver training along with other critical safety topics, including first aid and substance abuse. Courses will help drivers pursuing their commercial driver’s license (CDL) and non-CDL drivers operating a commercial vehicle. If you don’t need a CDL driver on staff, you may want your delivery driver to take the class in defensive driving to help them stay accident-free. NHPA added the JJ Keller courses in driving, safety and substance abuse to its already existing library of compliance courses, which help retailers keep their workplaces safe and in line with federal regulations. Other available courses include sexual harassment prevention, forklift training and workplace safety basics. They are all available for individual sale on the NHPA Training Store.

New Courses Available

To see a full list of safety and compliance courses with descriptions, visit the NHPA Training Store.

• Non-CDL Defensive Driver

• Entry Level Driver Training

• CDL Class A Driver Training

• Defensive Driving

• Substance Abuse Training

• Reasonable Suspicion Training

• First Aid Basics

• Hot Work Safety

• Lockout/Tagout

EDUCATION

Apply by October 8

Visit YourNHPA.org/fol to enroll or learn more about the Leading Your Team course.

EDUCATION

Online Leadership Course Empowers Managers

Enroll or request a learning guide at YourNHPA.org/fol

Are you looking for ways to invest in your leaders? NHP Your Team online course can help give managers and key confidence, knowledge and skills they need to grow with y

Students will walk away from the nine-week course with into the components of building and leading a team, includ g communication skills, conflict management, talent develop ongoing performance management.

Students will also complete a real-world capstone assignme business that will focus on solving a problem or capitalizing o opportunity in the business.

NHPA’s Leading employees the your company. with insights including development and assignment for their on a missed

“The Leading Your Team course is designed to help you g out of your people. Whether you are new to leading people o doing so for many years, this course is full of timeless best p will raise the performance level of any team,” says Scott Wri director of advanced retail education programs at NHPA.

The deadline to apply for NHPA’s Leading Your Team cours part of the Foundations of Leadership program, is Oct. 8.

get the most or have been practices that Wright, executive course,

PRODUCT NEWS

OUTREACH

Retailer Recommendations

Send an email to editorial@YourNHPA.org telling us about the products your customers love and why they are such a hit in your business.

LASER TAPE MEASURE

PRIME-LINE PRODUCTS

primeline.net or 800-255-3505

The PREXISO PLT30C 2-in-1 Tape Measure combines a 16-foot (5 meters) nylon measuring tape with a laser. The laser measurer has a range of 98 feet (30 meters) and takes two AAA alkaline batteries. It includes a belt clip and a measurement unit switch.

GRANITE COATING AMES RESEARCH

amesresearch.com or 888-345-0809

Capstone Granite is an interior or exterior, waterbased, acrylic coating with a multicolor blend of decorative chips for a granite-like appearance. This coating is ideal for horizontal and vertical surfaces such as pool decks, porches, patios, decks, walkways, walls and more. Capstone Granite is nontoxic, low-odor, features water clean-up and is made in the U.S.

TILE NIPPERS

MARSHALLTOWN | marshalltown.com or 800-888-0127

MARSHALLTOWN’s Tile Nippers are designed for small, curved or irregular nipping of ceramic or porcelain tiles. They feature DuraSoft® handles and a die-cast aluminum body for lightweight durability. These wheeled nippers work with ceramic and porcelain tiles as well as glass and mosaics, and the tungsten carbide tips and wheels are replaceable. Internal torsion springs help prevent damaged or lost springs.

BRIDGERTON-INSPIRED

WALLPAPER MURALS

WALLSAUCE

wallsauce.com

Six new wallpaper mural designs from Wallsauce are inspired by the hit show “Bridgerton.” They are available in a choice of three wallpaper styles including classic and premium paste-the-wall and peel-and-stick material. Each mural is supplied pre-cut in even-width panels, making installation simple.

Visit YourNHPA.org/subscribe to join the mailing list for the Paint & Decorating Retailer Hot Products & Trends newsletter.

DECK AND SIDING STAIN

NOVA USA WOOD PRODUCTS novausawood.com or 503-419-6407

ExoShield Wood Stain features a new formulation that includes the addition of proprietary polymerized oil resins, as well as the highest amount of UV blockers that can be added while still allowing the formula to stay in suspension. The new resins increase color retention, and when joined with the proprietary blend of Tung oil, UV-blockers, fungicide and trans-oxide pigments, offer long-lasting results and superior penetration.

PAINT SPRAYER

WAGNER | wagnerspraytech.com or 800-328-8251

The Wagner FLEXiO 2500 Paint Sprayer offers a smooth, consistent finish on a wide range of interior and exterior projects, such as interior walls, ceilings, fences, decks, sheds and more. It applies coatings up to eight times faster than a brush and can spray unthinned paints and stains right from the can. It includes cup liners and features the Lock-N-Go System for quick disassembly and cleaning or color changes.

MEASURING TAPE SQUARE

INVENT & CREATE LTD. | mateymeasure.com or 770-951-8355

MATEY MEASURE® squares off the curve, clipping to measuring tapes to enable accurate measurements at the joins of two perpendicular surfaces such as flooring, recessed woodwork, doorways, windows and more.

Stay up-to-date with new color trends and discover 2023 Color of the Year Palettes at PDRmag.com/2023-valspar

INTERIOR AND EXTERIOR PAINTS

MILLER PAINT | millerpaint.com or 503-255-0190

Miller Paint’s new Northwest Color Collection includes 132 fresh colors of muted and contemporary hues carefully curated for balance, beauty and harmony. The colors make mixing and matching within the collection effortless, allowing designers to create a harmonious palette that is layered, comfortable and unique. The Northwest Color Collection can be mixed into all Miller Paint product lines, both interior and exterior.

EXTERIOR DOOR SYSTEM

MASONITE | masonite.com or 800-663-3667

Masonite’s Performance Door System is designed to withstand the elements and features a 4-Point Performance Seal, which includes Premium Square Edge Fiberglass Doors, Endura Products’ Z- Articulating Cap Sill™, PE650 Weatherstripping, Simple Solution® Corner Pads and FrameSaver® rot-proof door frame. The system is offered with all Masonite exterior fiberglass doors, which are offered in a variety of styles, colors and finishes including multiple glass options.

The industry’s marketplace for buying and selling independent home improvement businesses and posting jobs.

BUSINESS FOR S A LE

Hoosick True Value

Location: Hoosick Falls, New York

Gross Revenue: $1.26 million

Price: $1.875 million

This opportunity offers a turnkey sale of a general hardware operation located in northeastern Rensselaer Co., New York. The business serves five towns, southwestern Bennington Co., Vermont, and 25 miles east of Troy, New York

BUSINESS FOR SALE

Private Business

Location: Alabama

Gross Revenue: $2.21 million

Price: $649,000

SEEKING BUSINESSE S

The Aubuchon Company

For our next acquisition, we are looking for :

• Single-store and multi-store hardware operations

• Located in northeast and southeast United States

• Store size of 5,000-30,000 ft2

• At least $3 million in average store sales

SEEKING BUSINESSE S Bolster Hardware

We are looking for:

• Geography agnostic

• With or without real estate

• Store revenues of $1.5M+

• We prefer to honor the family name and heritage in the local community by not changing the name

• We prefer to keep all employees as part of the acquisition

To see full listings, visit YourNHPA.org/marketplace or email marketplace@yournhpa.org

RESOURCES

Perfect Projects

Download this template to discover how to successfully implement a project, like a store renovation or update, in your operation at YourNHPA.org/project-plan

REWARDING Renovations

Building ROI With the Right Improvements

BY CARLY FRODERMAN

It is easy for retailers to fall into familiar patterns and become complacent when it comes to updating the appearance of their stores. With retailers having seen significant sales and revenue growth over the last several years, there are opportunities for them to reinvest in their operations in a variety of ways, including physical store improvements.

Paint & Decorating Retailer spoke with Mike Stoddard, president of West Side Decorating Center in Saginaw, Michigan, and Russ Hornung, primary owner of four Hornung’s True Value Hardware & Rental stores in Pennsylvania, about the store improvements they are making in their operations. Read on to discover what improvements are being made, why they are being made and how the renovations have improved their businesses.

The Opportunity Next Door

West Side Decorating Center was established in 1966 by Elmer Fahndrich in Saginaw, Michigan. In 2019, Mike Stoddard, Fahndrich’s grandson, took over the family business. Following a store fire in 2012, the operation relocated but remained in Saginaw.

“We thought we would only be at the new location for a couple of months while we repaired the old store, but we ended up liking the area so much, we decided to stay,” Stoddard says.

The store’s new location is in a highly trafficked business district that serves a mix of homeowners, contractors and commercial customers, but the 4,800-square-foot store is significantly smaller than the operation’s previous 7,000-square-foot location.

“The downsize wasn’t too constraining at first because we had to rebuild our inventory after the fire,” Stoddard says. “But once we remerchandised and got back into the flow of business, we’ve been looking for opportunities to expand and grow our offerings.”

A twist of fate presented the perfect expansion opportunity for the operation.

“Toward the end of 2021, we learned that the tenant next to us wouldn’t be renewing their lease and would be moving locations,” Stoddard says.

“It was a no-brainer to check with the landlord and see if we could rent that neighboring suite and tear down the dividing walls.”

The landlord agreed, and the operation began renovations at the end of January 2022.

Putting in Work

The complete renovation will add 4,200 square feet of additional space to West Side Decorating Center, bringing the store to around 9,000 square feet.

“We pretty much gutted the neighboring suite,” Stoddard says. “We put in new carpet, repainted the walls and ceilings, made drywall repairs and took down the wall separating the old and new space.”

Mike Stoddard, president of West Side Decorating Center in Saginaw, Michigan, was able to expand his store into the neighboring suite. READY TO EXPAND

TECH REFRESH

3 Simple Ways to Use Technology To Improve Your Operation

Add a television. Whether you use it to display ongoing sales, customer reviews, services or how-to videos, televisions bring a modern edge to the appearance of your store while providing numerous benefits.

Utilize QR codes. QR codes are a type of barcode that contain various forms of data, like website links. Whether you use them on coupons, shelving or signs, they are a quick and easy way to send your customers to where they need to be online without cluttering your messaging with URLs.

Source: North American Hardware and Paint Association

Like many of his customers, Stoddard ran into a few snags due to the pandemic.

“Like everyone else, we had issues booking a contractor because they were so busy,” Stoddard says. “This renovation probably could have been done much quicker, but with COVID-19 and product shortages, things took a little longer than we expected.”

Despite the slow start, the renovation has continued to progress, and the new suite has not only had its walls, floors and ceiling updated, additional rooms have been added to the space.

“We put a large storage area with pallet racking in the back of the new area,” Stoddard says. “This allows us to stack our product instead of searching for floor space for products like flooring and paint palettes.”

The additional storage space was not the only room added in the expansion; the renovation included a new office for Stoddard and a conference room for employees.

Go LED. Light-Emitting Diode (LED) lightbulbs are energy-efficient, made from recycled materials, long-lasting, give off little to no heat and are brighter than many older options, improving the appearance of your store.

“We constructed a separate cordoned-off room with a big conference table that we will use for training and seminars,” Stoddard says. “We’re also going to use it to create a private area for design customers.”

West Side Decorating Center currently employs four designers, three full-time paint staff and sells most anything necessary for a home or office redesign including paint, window treatments, flooring, wallpaper and more. The designers work in the showroom, where they have desks and space to work together or separately in the shared space.

“The conference room will provide a more private setting than the showroom for high-end clients or clients who are building a home and may be here for two or three hours looking at design options,” Stoddard says. “Those clients will be able to spread out everything they need across the 10-foot table and discuss all of their design choices in one compact place. It will also prevent these clients from crowding the showroom and allow for other customers to receive the design assistance they require.”

OPERATIONS

Layout Lessons

Discover store planning tips and best practices at PDRmag.com/store-planning

However, the emphasis has not been solely on the newly acquired space. Stoddard and his team also intend to update the store’s original area.

“It is hard to update your store’s appearance when your building is jam-packed with products,” Stoddard says. “Once we get the new side open, we will be able to move things around and redo our flooring in the original building. We are also planning to repaint the walls and replace our current shelves with taller shelving, which will allow us to add even more products.”

Some improvements were even made in the old building before the new space.

“I replaced our old, outdated fluorescent lights with LED panels in our original building,” Stoddard says. “It made a world of difference. Not only are the LEDs more energy efficient, they are brighter and more modern. We were quick to do this in our newly acquired space as well.”

Onward and Upward

While improvements to West Side Decorating Center are not yet complete, the operation has already reaped benefits from the renovation.

“Once we took out part of the wall separating the two suites, our customers began to notice, and it garnered excitement. Our paint contractors notice the improvements during their recurring visits and are impressed and happy for us,” Stoddard says. “When you put in the effort and improve the appearance of your store, your customers notice. The changes are creating questions and conversations, which make for good word-of-mouth advertising.”

Customers are not the only ones who notice and appreciate the improvements either.

“Your staff pays attention to the effort you put into your store,” Stoddard says. “Even if you aren’t making huge changes or investments, completing small upgrades to your store’s appearance shows your staff that you’re interested in maintaining the business and open to new ideas rather than maintaining the status quo.”

Employees can be a tool as well. Stoddard credits his staff for some of the improvements.

“A lot of planning was done by my employees,” Stoddard says. “I asked for a lot of opinions and talked with them about what they thought would improve the store. They were a great resource full of knowledge and expertise.”

Once the renovation is complete, the business will hold a grand reopening for customers and vendors. The reopening will be advertised on a brand new digital road sign, through email blasts and circulars, and on Facebook and the local radio station.

“We have a close relationship with a local radio station, so we’ll be advertising the reopening there,” Stoddard says. “Additionally, a local personality from one of the morning shows is going to broadcast live at the store for a day.”

Stoddard also plans to use Facebook to showcase expanded product offerings.

“Our customers know what types of products we sell, so it will be important to show them our new offerings, especially as we are a new member of ALLPRO,” Stoddard says. “By displaying these new products, many of which will be cash-and-carry, and utilizing tools such as boosted Facebook posts, we hope to immediately spur sales.”

Stoddard plans to add products such as floor stripping equipment, paint sprayers and more design department items. The operation already offers specialized services and products that the big-box store across the street sometimes sends its customers to West Side Decorating Center, Stoddard says. But the extra space will allow the business to further specialize its offerings.

Once the updates are complete, Stoddard hopes to continue making improvements to the operation and avoid becoming too content.

“It’s easy to see changes you want to make when you are a new owner, but as the years pass, it is also easy to become complacent,” Stoddard says. “Continuing to show improvement and making these updates shows your customers, employees and community that you’re growing and innovating as opposed to staying stagnant.”

Practice Makes Perfect

Hornung’s True Value Hardware & Rental was established in 1985 in Linglestown, Pennsylvania, by Mary Jane Hornung and has grown to encompass four locations across Pennsylvania. Russ Hornung, Mary’s son, has worked at the business since it started and became owner in 2021.

Hornung has been no stranger to making improvements throughout the operation. In 2015 and 2019, he led renovations at two of the four locations.

“We saw no reason to update our Halifax location at first,” Hornung says. “We did need to remodel our other locations though, and after completing those updates, we realized Halifax could use some work as well.”

Halifax is a rural community, and the store serves local farmers and DIYers, but Hornung noticed that the store was not catering to female shoppers in the area.

“Women have a lot of buying power,” Hornung says. “But they don’t want to shop at unkempt, disorganized establishments. I learned with our Dauphin location that updating the physical appearance of the store to be more fresh and organized brings in female shoppers.”

Appealing to the female shopper was not the singular reason for renovation, however.

“The overall goal was to become more organized and carry fewer products while increasing overall sales,” Hornung says.

Financial constraints held the operation back until sales during 2020 produced the assets necessary for a remodel, says Hornung. After the necessary funds were earned, the renovation commenced.

View From Outside

Discover the benefits of renovating your store's exterior at PDRmag.com/store-exteriors

The old Hornung’s True Value Hardware & Rental Halifax location prior to the expansion and remodel. The renovations are not yet complete. ORIGINAL STORE

The newly built 8,000-square-foot Halifax Hornung’s True Value Hardware & Rental building, which is attached to the original store.

Rolling Through Renovations

The first step in the Halifax remodel was expansion. At the beginning of 2022, an 8,000-square-foot building was constructed next to the original 6,000-square-foot store. The two locations were joined through a large double glass door opening. The new structure would serve as the primary hardware store, while the old building would be home to the rental equipment.

The new building features bright lighting, new shelving and large, spacious bathrooms.

“The bathrooms are huge, beautiful and not what you would expect to see at a hardware store,” Hornung says. “They set us apart from other stores and are appealing to our female shoppers.”

Halifax is just seven miles from the Dauphin location and serves a similar customer base.

“We updated the paint section and paint product mix at our Dauphin location and saw a huge boost in sales,” Hornung says. “So we did the same at the Halifax location. We added special flooring and are putting in a paint carousel.”

The Halifax location also focused on cleaning supplies because of the success the category had at the Dauphin location.

“We put a lot of thought into the paint and cleaning supplies because we wanted to bring in more female customers and because we wanted to improve those categories, which prior to the renovation were struggling when they shouldn’t have been,” Hornung says.

“Odds are, your competitors are making these physical improvements. While sometimes things don’t work as well as you like, you have to learn from it and continue to find ways to make your operation better.”

—Russ Hornung, Hornung’s True Value and Rental

“The cleaning aisle is now extremely beautiful and organized for our customers.”

As for product selection, Hornung sought the advice of experts from his distributor.

“Because it was a new building, I wanted to do everything right,” Hornung says. “I wanted the layout to work and to have the right products.”

Early in his career at Hornung’s True Value Hardware & Rental, Hornung spent his days resetting the stores’ layouts outside of working business hours.

“I thought I knew what I was doing when it came to products and store layouts because I had done it for so long,” Hornung says. “But the consultants I worked with, this is what they do for a living and they’re very good at it. They know where to put departments, and they know how to create a store layout that controls the flow of customers the way you want it to.”

Considering the Future

The newly constructed Halifax building had a soft opening in May 2022 and a grand opening in August 2022. While renovations still need to take place in the older building, plans to expand the rental department and add a repair department are already in the works, and customers are showing appreciation for the updates.

“Our customers have been super happy to see us invest in the store, and in turn, the area,” Hornung says. “It is a small rural town, and when we put our time and money into creating a nice place for them to shop, they notice and they appreciate it.”

Another benefit Hornung and his team have noticed is the increased ease with which customers can now shop.

“Our customers come in now and quickly find everything they need,” Hornung says. “The difference is that the products are better organized and we carry full product lines. We went from four or five of the same products from different vendors to one, maybe two, of each type of product, so we carry fewer products but more diverse product lines.”

The layout at the Halifax location is also proving to be beneficial to the operation.

“When your store looks good and the store layout is designed more intentionally, it pushes people to purchase nicer products and spend more money,” Hornung says. “That is what this renovation has created and that is what we are seeing.”

While it is still a little too early to see all of the benefits the renovation will create, sales at Halifax are up by 22%, Hornung says, and he feels confident that the financial investment and hard work will be worth it in the long run.

“If you aren’t consistently updating and improving your store, you will get left in the dust,” Hornung says. “Odds are, your competitors are making these physical improvements. While sometimes things don’t work as well as you like, you have to learn from it and continue to find ways to make your operation better.”

ASSOCIATION

NHPA on the Road Florida

Learn more about other retailers Renee visited during her Florida trip at PDRmag.com/store-visits-Florida

TAMPA RETAILER THRIVING SINCE 1933 Fortune Family Over

BY RENEE CHANGNON

Aclear vision and a loyal customer base are just a few aspects that help a family business grow over multiple generations. At Tanner Paint Co. in Tampa, Florida, lessons from the three generations prior have allowed Walker Tanner, the company’s current owner and fourth-generation leader, to try new things and continue finding success.

“I feel so lucky to have been able to grow up in the business and learn from my granddad and dad over the years,” Walker says. “Tanner Paint is the oldest continuous family-owned paint store in Florida. We’re very fortunate to have been able to survive and thrive through it all.”

Making Paint That Works

See how Sequoia Paint in California also caters to customers by manufacturing its own paint line. Learn more at PDRmag.com/sequoia-paint

“When my great-granddad arrived, he had never been in Tampa before. It was supposed to be a six-month gig, and 89 years later we’re still selling paint.”

—Walker Tanner, Tanner Paint Co.

Chasing New Opportunities

During the Great Depression, company founder Henry “H.D.” Tanner ventured from Pennsylvania to Florida for a temporary job selling bankrupted paint stock. In 1933, he founded Tanner Paint Co. in downtown Tampa, Walker says.

“When my great-granddad arrived, he had never been in Tampa before,” Walker says. “It was supposed to be a six-month gig, and 89 years later we’re still selling paint.”

For the Tanner family, that long-standing history is something they embrace and proudly promote. When a customer enters the store, they can view a wide variety of historical items that the family has held on to or received from painters over the years to display in the store.

“The nostalgic items set up in our store is something that we’ve continued to add to,” Walker says. “It’s become a history wall of paint.”

While customers wait for an order to be ready, they can browse for additional add-on items or walk through the store and be inspired by the history of the paint industry and the family business.

Providing Products Customers Need

To diversify the business in those early years, H.D. became the driving force behind the Tanner label line of paints, which was formulated by him to stand up to the Florida climate.

“We’ve been manufacturing our own line of paint since 1956,” Walker says. “Tanner Paint is a top-quality acrylic latex paint specifically designed for Florida.”

The business manufactured its own label of products on site for many years and now works with another company to produce store-branded products. The line is the preferred choice of local apartment complexes, commercial buildings and residential homes, Walker says.

In addition to its own line of specialty paint, Tanner Paint Co. partners with Benjamin Moore and Richard’s Paint, another Florida-based, family-owned business that manufactures specialty paint suitable for the climate.

“I think part of our success is having good teammates like Benjamin Moore and Richard’s Paint,” Walker says. “In order to sell paint, you need to offer the full picture, and our partnerships allow us to be able to provide painters with exactly what they need. That’s been a great combination for us.”

PIECES OF HISTORY

Throughout the store, customers can view pieces of the company’s and industry’s histories.

Getting Social

Discover ways to connect with younger generations of customers and build relationships through social media at PDRmag.com/building-relationships

A Family-Focused Environment

In addition to embracing the company’s unique history and offering their customers a wide range of products to choose from, Walker says having a strong team of employees has led the company to more growth over the years.

The company employs eight people, including outside and inside sales representatives, with many store employees celebrating milestones of 20 and 30 years of service. Walker’s wife Massiel, his dad Steven and his mom Jett are also all involved in the operation and its growth, but with such loyal staff, the distinction between family member and employee has blurred in a special way.

“The employees in our business are all part of the Tanner family,” Walker says. “You spend so much of your life working, you’ve got to enjoy what you’re doing. I’m very fortunate to be surrounded by such good people who I enjoy spending time with.”

Like many of his peers in the independent paint retail space, Walker was lucky enough to grow up in the family business. The original store has been in the same building for over 50 years, making it a second home to him.

“I remember getting on a hand truck and my dad zipping me around in the warehouse when I was a little kid,” he says. “Being here is like being in the show ‘Cheers!’ It’s so neat seeing multigeneration painters and shoppers return to the business that I consider a home.”

FAMILY BUSINESS

his parents, his wife and long-time staff all contribute to the family atmosphere.

Many of the positive changes the company has embraced over the years are credited to the women in the operation, Jett and Massiel, Walker says.

“My mom was the main driver in us changing from a paper-based company to a computer-based company, and Massiel is the driving force behind our social media presence and marketing,” Walker says. “These two ladies in our operation have literally evolved and taken Tanner Paint into the next century.”

Walker took everything he’s learned over the years in the original store and opened a second location in south Tampa in July 2022.

“After 89 years, we’ve opened a second store, and it really all fell into place,” he says. “I was nervous to make this big change, but it feels like it was meant to be.”

The new location is minutes away from Walker and Massiel’s home, which means their three kids, who are the fifth generation of Tanners, can grow up in the business just like Walker was able to.

“My brother is an environmental lawyer, and my sister does marketing for a hospital group,” Walker says. “I was never forced to work at the store, but I genuinely loved it and always knew this is where I wanted my career to be. If any of my kids enjoy it, that’ll be great. But for now, I’m going to continue enjoying my career in the place I consider my second home.”

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Over the last few months, Renee Changnon, retail engagement specialist for the North American Hardware and Paint Association, has taken a series of mini-road trips to a variety of independent businesses in states across the country. The trips have been a way to re-engage with retailers after two years of interacting virtually. Renee was joined by associate editor Lindsey Thompson and graphic designer Olivia Adam on her visit to northeastern Ohio to visit Hartville Hardware in Hartville, Summit Paint in Barberton and Wooster Brush Company and E&H Hardware in Wooster.

More Online

See more highlights from the Ohio road trip at PDRmag.com/renee-in-ohio

Summit Paint president Nelson Roder shared what products his customers love.

Craig Goos, vice president of Summit Paint, stays up to date on industry trends.

Renee, Lindsey and Olivia visited an independent Wooster coffee shop for a treat.

E&H Hardware in Wooster is housed in the former Everything Rubbermaid store.

The Idea House at Hartville Hardware highlights the latest design trends and decor products.

Summit Paint has two locations in northeastern Ohio, in Barberton and Akron, Ohio.

Each of the three floors of E&H Hardware feature historical touches and photos.

E&H Hardware has the largest Wooster Brush display in the country.

Hartville Hardware's large toy section is a fun and popular shopping spot for kids of all ages.

The Wooster Brush Company museum offers visitors a look at the company's storied history.

ALKYD All About

UNDERSTANDING OIL-MODIFIED SPECIALTY PAINT OPTIONS

BY LINDSEY THOMPSON

Because of its composition, oil-based paint is ideal for painting high-traffic areas and surfaces that are typically more difficult for paint to stick to such as cabinets, trim and metal. While oil-based paints provide a high level of durability, they also contain volatile organic compounds (VOCs). Several states passed regulations regarding the sale of oil-based paints in the early 2000s. As an eco-friendly alternative, manufacturers have created alkyd, or oil-modified paints, which offer the durability of an oil-based paint without the negative environmental impact.

What is alkyd paint?

Paint is made up of two parts, a pigment, which is the color part of the paint, and a binder, which keeps the paint adhered to the surface when applied. Instead of the pigment suspended in oil, like in oil-based paints, alkyd paints are formed when alkyd resin is dissolved in a thinner, generally alcohol or mineral spirits.

Where is alkyd paint used?

Eric Popp, store manager of The Color Palette Paint Store in Pittsburgh, Pennsylvania, says DIYers and contractors alike have been asking for oil-modified paints for a variety of projects. They are looking for alkyd paints to use on kitchen and bathroom cabinets, furniture, baseboards, doors and trim because they provide the durability of an oil-based paint with fewer harmful VOCs.

“We let our customers know they are getting the durability benefits of an oil-based paint but with the convenience of a latex paint that allows for soap and water clean up. With that knowledge, the products practically sell themselves.”

—Eric Popp, The Color Palette Paint Store

Choose the right brands.

Popp says he brings in the specialty products that the customer demands, looking for quality and a product that will work hard and lead to excellent end results. Use recommendations from trusted customers and experiment with different brands in your store to find the ones that offer the best products your customers need.

“We’ve had several products that we only offered as special orders, but when the requests started to pick up, we decided to carry them in our store.”

—Eric Popp, The Color Palette Paint Store

Specialty Paint Points

Discover how specialty paints can ignite sales at your operation. Learn more at PDRmag.com/specialty-paints

Oil-Based Paints Regulations

Most states haven’t banned oil-based paint completely, but the regulations that states have placed on oil-based paints have driven manufacturers to produce oil-modified alternatives.

EXAMPLE

In Pennsylvania, the amount of VOCs allowed in oil-based polyurethane is regulated, so a manufacturer may be able to sell its oil-based product in gallon sizes in every other state but have to sell it in quart sizes in Pennsylvania because the gallon sizes would be over the limit for VOCs according to that state’s rules and regulations

Check with your state’s environmental agency for the regulations in your area. Let your customers know that their favorite products are still available but might be sold in smaller sizes.

RESOURCES

Next-Level Customer Service

Discover how QR codes can boost in-store customer service at PDRmag.com/qr-code-tech

From Boomers to Gen Zers

CUSTOMER SERVICE NEEDS OF UPCOMING GENERATIONS

According to a recent report from Gen Z Planet, a research and advisory firm, Gen Z’s disposable income has reached a total of $360 billion in the U.S. and will only increase as more members of the generation enter the workforce. With millennials surpassing baby boomers as the largest adult generation living in the U.S., according to the U.S. Census Bureau, now is the time to develop a plan to cater to younger generations of customers.

%

Consumers who stopped buying from a company in the past year due to an instance of poor customer service.

Lacking Leniency

Younger generations are less tolerant of poor customer service and are less loyal, with 88% of Gen Z consumers loyal to five or fewer brands. To capture this audience, it’s critical to develop strategies that allow them to easily and conveniently resolve service issues, both online and in stores.

Share of consumers who would prefer to use a phone call for customer service.

Fleeing From Phones

Younger generations prefer self-service solutions since they grew up with easy access to the internet, which allowed them to solve problems on their own. Create an informative, easy-to-navigate website for these customers and add communication options such as chatbots or texting.

Source: Talkdesk ResearchTM Report: Winning Gen Z Through Exceptional Customer Service; Show Me the Money Report, 2021, Gen Z Planet; National Population by Characteristics: 2010-2019, United States Census Bureau;

Industry Events

Clean-A-Finish

Tech Insights

Retailers shared their opinions on technology and e-commerce in a recent NHPA survey. See the results at YourNHPA.org/retail-technology

YOUNG “ “

A Q&A WITH GEN Z

UNDERSTANDING YOUR ENTIRE CUSTOMER BASE is an important aspect of a successful business. As Gen Z amasses more buying power, it is important to understand the psychology behind their purchases. Hardware Retailing spoke with two members of Gen Z, Brandon Packer, an associate at Miller’s Hardware in Spokane, Washington, and Gerry Newenhof, an associate at City Lumber in Astoria, Oregon, to gain insight into what attracts them to a company.

Hardware Retailing: What draws you to a store?

Evidence that care is being put into the place. Seeing that people are putting effort into a business, whether it be their food, customer service, product selection or cool monthly sales, makes me want to shop there more often than not. Also, word-of-mouth seems to be some of the best advertising; I find myself telling people to go to stores where I’ve had excellent customer service. I believe that building employee-customer relationships is key.

For me, and I think a lot of Gen Zers, a couple different things draw me to a store. Advertising is important, and not just online. Having pamphlets or coupons available at local schools or young hangout spots can be impactful. Additionally, a good looking storefront that showcases the products you sell is important, even better if the store has a funny or memorable name. Lastly, a nice, modern-looking website that is informational and displays what products a business sells or services it offers makes me more likely to visit a store because it allows me to know if they have what I need.