PRO CORNER FLE

Neither D&S nor Dependable Renovations buys much from big box dealers or bulk outlets like Costco. Dependable Renovations purchases tools from Home Depot, but goes elsewhere for building materials and finishing products. “We have attempted to work through box stores, but there is little to no follow-up service, and without a specific sale rep relationship, we just become another number,” said Johnson.

Indeed, the more consumer-oriented the store, the more alienated pros seem to feel, which relegates those stores to secondary or emergency sources of supply.

There’s a psychological factor at play here, too. Michael Upshall, who owns PROBUILT, a design-build firm based in Bolton, Ont., said his company’s product suppliers include Home Hardware, Home under the Lowe’s, RONA, and Reno Depot banners. That includes retraining its prodedicated staff to be more expert and helpful to contractors.

“Pros need a return on their investment in time,” said Jeff Oben, Lowe’s Canada’s senior director of Pro Sales-In Store. “I wake up every morning asking how we can make it more convenient for them to shop our stores.”

Higher Expectations

Shopping preferences can be subjective, even quirky. Lauriston Maloney owns High Class Renovations and Construction in Springwater, Ont., which does about 80 projects a year that average $50,000 in value. He said he prefers Lowe’s to Home Depot because, he explained, the latter

Depot, and RONA. But his “biggest gripe” about home improvement stores in general is that they don’t cater specifically to pros. “None of them has gotten it right, or has someone in the store who speaks our language.” Upshall, 60, doesn’t like dealing with the younger, inexperienced employees he too often encounters staffing these stores’ contractor service desks.

All of Canada’s home-improvement retail chains have pro programs, and they insist they want to increase their business with these customers. Home Depot Canada recently updated the app for its ProXTRA members to simplify how these contractors can earn and redeem loyalty points.

In September, Lowe’s Canada launched VIPpro, a program designed to offer its contractor customers an integrated purchasing experience across the retailer’s more than 235 corporate stores that operate has too much stock outside the store. “You have to haul it into the store to pay for it, and then haul it back to your truck. That makes buying there more difficult and with long waits.”

The criteria pros will use to determine where they shop in the future also vary. For some, like Les Yochim, who owns Belvan Construction in Edmonton, it will boil down to price. “Retailers offer contractor pricing, but it’s still not as good as distributors’.” Amsted’s Barkhouse said he will continue to patronize suppliers that offer “durable and consistent” product quality (“I don’t want hockey sticks in my lumber order”), better selection, and accountable warranties. Haley of Precision Contracting thinks dealers in general “need to get a better handle on the houses” in terms of inventory and product availability, whose shortcomings the pandemic exposed.

But the overriding demand for personalized attention is palpable in every pro’s response. In Kamloops, B.C., Meranti Developments, a builder and renovator of resort custom properties, is often working an hour or more outside of the city. So it will always favour suppliers that respond quickly to its requests. “I need one or two people who will pick up the phone and help me right away; we don’t have time to be put on hold,” said co-owner Darcy Franklin. He echoed contractors and builders across Canada when he said, “We want a relationship with a counterperson who knows our voice.”

BY LYNDON MADDEN