Teaching customers about how their region’s climate affects their exterior wood structures is vital. Learn how Tamalpais Paint and Color in California excels at helping customers safeguard exterior wood from the elements.
Daily Data Defense
A Special Selection
Staying on the cutting edge of specialty paint trends can excite your customers and give them newfound confidence to embark on a paint project. Learn more about the latest specialty paints and how you can market them to your customers to boost sales.
Protecting your business and customer data is critical. Get an overview of the leading POS systems and the technology manufacturers are using to protect your customers and your business from cyberthreats.
Abatron Finds a New Path
In this month’s Industry Profile, we shine a spotlight on liquid wood and epoxy products manufacturer Abatron. Discover the steps the company is taking to grow its international distribution network and expand sales.
PAINT & DECORATING RETAILER
(ISSN 1096-6927): Published monthly except December by the Paint and Decorating Retailers Association, 1401 Triad Center Drive, St. Peters, Missouri, 63376-7353. Phone: 800-737-0107.
Do any of you remember when losing your wallet or purse was the biggest concern with someone getting ahold of your credit card information or cash?
Well, those days are long gone. Now we live in an era when there are entire businesses built around helping you protect your private information, and hardly a week goes by that we don’t hear about another major data breach.
As a business owner, what can be even more concerning than losing your personal data is that your operation might unwittingly expose your customers’ data.
As major companies invest millions of dollars in improving their data security, data thieves are likely to begin hitting softer targets—small businesses that don’t bother to invest in high-level security .
I mean, if you lose your data, it is a royal pain to have to close credit cards and monitor your credit for a while. If you compromise your customers’ data, it is more than a pain; it is a major liability for your business.
It’s also important to note that as major companies invest millions of dollars in improving their data security, data thieves are likely to begin hitting softer targets—small businesses that don’t bother to invest in high-level security.
So, as a small business owner, what can you do?
Well, the first step is to read this month’s article on data security. We share some insights into best practices for protecting your company’s data and the information you gather from your customers.
After you’ve read this month’s article, the next step is to actually be proactive about improving your data collection, storage and privacy practices. Crossing your fingers and hoping you’re protected or just ignoring the threat can lead to serious consequences.
When it comes to a data breach, too many small business owners think, “that could never happen to me.” The reality of today, however, is that it’s not if but when they will be the target of attempted data theft. Take the necessary precautions today to protect your business and your customers.
Dan Tratensek DanT@nrha.org
Publisher/Director of Sales
Dan Simon dan@pdra.org
Phone: 800-737-0107, Fax: 636-229-4750
Editor-in-Chief
Dan Tratensek dant@nrha.org
Contributing Editors Diane Franklin
Heather Kauffman-Peters Karon Warren
EDITORIAL, DESIGN & PRODUCTION
Features Editor
Vondersaar
Association Coordinator
Sullivan tina@pdra.org
ADVERTISING
PDRA EXECUTIVE LEADERSHIP
LeAnn Day Chief Executive Officer
OFFICERS
Craig Bond
Chairman of the Board
Tommy’s Paint Pot, Eugene, Oregon DIRECTORS
Robert Mueller
Benjamin Moore Kelowna Kelowna, B.C., Canada
Jay Donnelly Flanagan Paint & Supply St. Louis, Missouri
Lesley Davies-Baptista Paint Fair Ltd.
Freeport, Grand Bahama, Bahamas
PDRA ADVISORY COMMITTEE
Dori Marks, PPG Industries
Thomas Hill, The Coatings Alliance
Eugene Andreassi, Benjamin Moore
Joe Jankoski, Hunter Douglas
Bob Clemence, Hyde Tools
John Shingledecker, Allpro Corp.
Richard Russo, Reed Exhibitions
Mike Dube, Lancaster
A true oil compliant everywherenot a modi ed oil
Can be applied in direct sun, in the heat of the day
NO ashing, shiners, peeling or cracking
Wood can have up to 20% moisture
Top ranked oil stain by DeckStainHelp.com (where consumers nd exterior stains)
Two layers of protection with a single brush stroke
Formulated for a single coat
When desired a second coat can be applied wet on wet or wet on dry
Will not be sold through Big Box stores or global internet retailers
One formula for all applications
Formulated for all climates
FREE sample cans for stocking dealers
Transparent, Semi-Transparent, Hardwood and Semi-Solid colors
Family owned with a history in wood preservation dating back to before the Civil War
The Big Picture
Selfie Stop for Paint Fans
From Interstate 81 in Shippensburg, Pennsylvania, travelers can view the world’s largest paint can.
The 35-foot tall, 1,000-gallon can of Benjamin Moore paint also doubles as a water tank, which sits on the property of A&A Decorative Design & Supply.
“When we bought the property in 1993, it was an oil refinery,” says owner Sue Bender. “The oil tanks had to be removed, but the water tank had to stay for fire purposes. It has been a great promotion for my business and for Benjamin Moore.”
Bender says people stop every day to take pictures at the base of the paint can. Visitors often do fun poses in front of the can, Bender says, while for others it serves as a landmark for directions.
The structure has had three labels in its history; the latest was added in September. A local painter completed the project, which was funded in part by Benjamin Moore.
“This time we chose a premium product,” says Bender. “It’s Ben Moore’s prettiest label yet, and I thought it would be very eye-catching.”
Less time climbing
Over the past 25+ years, the Sherlock brand has earned its place on the top rung. Wooster achieved what is possibly the most respected name in extension poles because of engineering and features that are like no others: true secure lock, overall strength, and amazing resistance to corrosion, bending, and impact. Sherlock poles are so reliable, your ladders might feel a bit lonely.
Sherlock poles are available in paint stores, hardware stores, and home centers everywhere.
Extension Poles
Pulling for You
Trim Remover Allows for Cleaner, Easier Work
With almost every renovation job, repairing unintentional damage is part of the bargain.
Removing a cabinet might lead to pieces of drywall coming off. Paint can get scuffed and need touching up. Removing trim is often one of the most daunting projects for a remodel or demolition project, as the bonds holding the trim to the wall are often strong enough that removing it requires more force than either the trim or the wall can support. This can lead to lengthy repairs and repeating projects, thus making a project harder and less efficient.
To prevent trim and wall damage during removal, Hyde Group has introduced the Hyde ® Molding Puller. It is a heavy-duty steel hand tool designed to increase efficiency compared to a pry bar during the molding removal process.
It also has a secondary use in removing tile, carpet and other flooring materials.
“The force and pressure exerted by regular pry bars are levered on a small area between the two materials,
such as the molding and the drywall behind it,” says Corey Talbot, vice president of marketing and product development for Hyde Group. “That pressure is often too much for the materials to withstand, causing holes in the wall and damage to the molding.”
The Hyde Molding Puller design has a built-in, patent-pending “wedge” feature on the 90-degree angle that can safely be driven between the materials. It works by spreading the applied force out along a larger surface area and gradually increasing the angle away from the wall to avoid damage.
Other important features of the Hyde Molding Puller include a wedge for easy extraction, a built-in nail puller, no-slip handle, a hand guard and a heavy-duty body built to last a lifetime.
The Molding Puller is also given a durable finish designed to withstand hammering while being inserted behind molding or when prying a tile off of the ground.
For more information on the Hyde Molding Puller, call 800-872-4933 or visit hydetools.com .
Supersized Rug
This room-sized Kashan rug was designed by design duo Young & Battaglia to be an updated version of a Persian rug while bringing a modern minty green color into the space. It has a vintage, distressed look that can complement industrial interiors thanks to its texture, which is inspired by abstract paintings and 1960 pop art. The rug is made of digitally printed tufted polyamide material and measures 13 feet by 9 feet.
Lime Lace info@limelace.co.uk or limelace.co.uk
Anti-Mold Primer
Zinsser Mold Killing Primer is a water-based, fungicidal protective coating that can be used to paint over all existing mold, mildew, moss, fungi, odor-causing bacteria and any other fungal organisms. The Mold Killing Primer contains an EPA-registered antimicrobial that prevents the growth of mold, mildew and other fungal organisms on the paint film. The Mold Killing Primer also aides in covering residual microbiological and fungal stains.
Rust-Oleum
888-855-1774 or rustoleum.com
Exterior Paint and Enamels
The Envy line of paints and enamels is 100 percent acrylic and is designed with exceptional weathering, durability, coverage and application characteristics. The high-build formula is mildew resistant, can be applied in low temperatures and carries a lifetime warranty. The paint can be used over prepared stucco, masonry, metal, wood and hardboard and is ideal for residential homes, office buildings, schools and hospitals among other structures. Envy is available in flat, low-sheen and semi-gloss finishes.
Kelly-Moore Paints kellymoore.com
Outdoor Floor Tiles
The Odyssey Collection from Original Style offers similar benefits to faux wood flooring while adding stylish patterns as well as durability to outdoor spaces. They are suitable for residential or commercial spaces and can also be used as wall tiles indoors or outdoors. The porcelain tiles are 11.7 inches on each side, weigh 4 pounds and come in six tiles per box.
Original Style
508-507-6228 or originalstyle.com
PAINTS MEDIUMS TEXTURES TOPCOATS
Industry News
Diamond Vogel’s Color of the Year
Paint Manufacturer Aims for Relaxed, Bold Spaces
Iowa-based paint manufacturer Diamond Vogel hopes Day Spa-0634 will offer painters introspective, calming paint color options as they undertake their 2019 construction and renovation projects.
The company calls Day Spa a “deep, introspective blue that offers quiet reflection and a sense of security.” It can be used in a variety of spaces to instill a calming presence in homes and offices.
“Day Spa pairs well with both warm and cool neutrals, including grays, and is a stunning standalone accent,” the company says. “Quiet spaces using natural materials and earth-inspired colors help to create places of comfort and inner peace.”
Day Spa is part of Diamond Vogel’s “Inner Shift” collection of paint colors. Other colors in this family include Earthling, a warm beige; Film Noir, a subtle chocolate brown; and Moonscape, a neutral combination of brown and gray.
The company stresses the color can be used indoors and outdoors as a way to connect living and working spaces with nature seamlessly.
In addition to its color of the year, Diamond Vogel also released its 2019 Color Trends, an overview of color trends in the new year. The company expects many consumers to be inspired by grays and neutrals to keep spaces fresh and uplifting.
Diamond Vogel has named Day Spa-0634 its 2019 color of the year. According to the company, the color can help bring balance and tranquility to living spaces and office buildings and can be used as in interior or exterior spaces.
Diamond Vogel, Day Spa-0634
Gordon Brush Mfg. Co. Acquires Competitor
California-based Gordon Brush Mfg. Co. Inc. has acquired Parker Brush Inc. Parker Brush’s manufacturing and operations will be relocated and folded into Gordon Brush’s 183,000-square-foot manufacturing facility, which is located in City of Industry, California.
Since 1959, Parker Brush has manufactured stock and custom brushes for the agriculture, food processing and electronics industries.
“We felt that Gordon Brush was the best fit to take Parker Brush to the next level, to continue our family tradition of individualized customer service, and to best manufacture our line of American-made brushes,” says founder and former CEO of Parker Brush Melody Orenchuk.
Ken Rakusin, president and CEO of Gordon Brush, says the acquisition will allow the company to reach new heights.
“The Parker Brush acquisition dramatically enhances our scale, product offerings and geographic reach— creating new synergies that better position us for future growth and investment in new and existing markets,” he says.
Established in 1951, Gordon Brush currently fabricates more than 2,000 types of brushes, including brass, nylon and natural-bristle brushes.
Armaly Sponge Co. Buys Manufacturer
Armaly Sponge Co., which manufactures the Brillo brand, has acquired Acme Sponge Co., the No. 1 distributor of natural sponges in the U.S. and across the world. The acquisition will increase Armaly’s market share in the natural sponge segment and provides new distribution opportunities, the company says.
Acme Sponge was located in Tarpon Springs, Florida, and traces its roots back four generations to sea sponge merchants in Greece. In recent years, the company became a supplier of synthetic sponges, natural loofahs, bath and body brushes, cleaning supplies and accessories.
“We’re excited to combine our unique assets and expertise with that of Armaly Sponge Co. to create an even stronger company with the same family values upon which both companies were founded and have thrived,” says Jim Cantonis, president of Acme Sponge.
Founded in 1908, Armaly Sponge is located in Walled Lake, Michigan, and remains family-owned and -operated. In 2010, Armaly Sponge acquired the Brillo brand.
Ken Rakusin
Industrial Coatings Manufacturer Joins PPG
In December, PPG announced it had acquired Whitford Worldwide Co., a specialist in low-friction and nonstick coatings for industrial applications and consumer products.
“The acquisition of Whitford will allow PPG to further drive value for its customers and shareholders by enhancing our range of product offerings, research and development capabilities, and global market reach in the growing industrial coatings sector,” says PPG chairman and chief executive officer Michael McGarry.
Based in Elverson, Pennsylvania, Whitford was founded in 1969. Its nonstick coatings are used for cookware, bakeware and small electric appliances. The company employs 700 people and operates 10 facilities in the U.S., Canada, the U.K., Italy, Brazil, China, Singapore and India.
“Joining PPG is a giant step forward for Whitford,” says Dave Willis, Whitford’s founder and chairman of the board. “In one fell swoop, we will have access to new technologies, diverse R&D facilities, strong financial support and global coverage in areas where we have wanted to expand, but did not yet have sufficient resources. This is very good news for our customers and our employees.”
Benjamin Moore Names New Chairman and CEO
Last month, paint, color and coatings company
Benjamin Moore appointed Dan Calkins as its new chairman and CEO. Calkins succeeds Mike Searles, who retired after five years overseeing the company. Calkins will report to Berkshire Hathaway vice chairman Greg Abel.
Calkins has more than 30 years of experience with Benjamin Moore. Recently, Calkins served as president of global sales. In that role, he undertook a strategy to expand distribution through the independent channel.
“Benjamin Moore has long established itself as an industry leader, and under Dan Calkins’ guidance, we believe they are primed for an accelerated trajectory into the future,” says Abel. “Dan embodies the Benjamin Moore core values and both his proven track record and strong business acumen give us incredible confidence for the company’s future success.”
For more about Calkins’ leadership perspective, review the March 2018 issue of Paint & Decorating Retailer.
Dan Calkins
By Diane Franklin
Great Exterior Expectations
Know Your Market to Excel in Exterior Wood Care Sales
All over the U.S. and Canada, paint stores are gearing up for exterior stain selling season. To maximize sales, retailers need to know their products, their customers and their markets, including regional variations related to weather, construction trends, color preferences and VOC regulations.
Fortunately, a strong economy is driving good expectations for exterior wood coatings. “Outlook for sales in 2019 is encouraging,” says Mike Mundwiller, field integration manager at Benjamin Moore, which manufactures the Arborcoat line of exterior stains and prep products. “Consumer confidence remains high, and as such, home improvement projects will continue.”
Brian Carter, president of Armstrong-Clark Co., also sees 2019 as a big growth year for his company.
“There are a couple factors driving our growth,” he says. “The biggest factor is that we’re a good, old-fashioned oil that is compliant everywhere.”
Know Regional Preferences
When determining their product mix, retailers should know various factors about the market they are serving.
On the West Coast, Jose Figueroa, manager for Tamalpais Paint in Corte Madera and Mill Valley, California, reports that the age of the wood is an important consideration in choosing a translucent or opaque finish.
Tamalpais Paint in California offers a broad selection of exterior wood preservation and maintenance products.
“The first few cycles of maintaining natural wood, we try to convince customers to go with a translucent,” Figueroa says. “It’s brand new wood, they paid for it, and it would be sad to cover it up.”
According to Armstrong-Clark’s Carter, the popularity of natural wood has driven use of transparent stains in many areas.
“Our California customers have all-day sun, and they still want to see the natural beauty of their wood,” he says. “We use transoxide pigments to increase UV protection while allowing the beautiful wood grain to be seen.”
At four-store Dugan Paints based in Sedalia, Missouri, about 60 percent of exterior stain sales are solids and 40 percent are semi-transparents.
“Ideally people like to keep the natural beauty,” says owner Chuck Kempton.
Because of the extremes of Missouri weather, people often choose a solid-color stain. Two of Kempton’s stores serve Lake of the Ozarks, a popular vacation destination. Homeowners there may start out with the intention of maintaining the natural wood look of their exterior wood surfaces, he says, but they reach a point where restaining every two or three years becomes a chore.
“People are there to vacation,” Kempton says. “They don’t want to spend half their time staining their deck.”
In the Northeast, Ring’s End operates 19 stores in Connecticut and New York. The business sells primarily translucent or solid-color stains.
“Solids are selling more for pressure-treated or cedar decks because they last longer,” says outside salesman Eddie Pocoski. “Translucents are used more on higher-end decks like ipe and mahogany because they accentuate the grain. Some people are willing to pay for that, even though it has to be recoated every year.”
Scott Herling, manager of sales and operations at Ring’s End, says semi-solid sales have largely disappeared in his market. He says the decline may be related to VOC regulations in Connecticut.
Know Wood Types
Knowing which wood type is the most popular in your region is an important component of customer service in this category, says Jill Lamont, senior marketing manager of woodcare for PPG.
Retailers on both coasts indicated hardwoods like mahogany and ipe are popular, whereas Kempton has not seen much interest in hardwoods in the Midwest. He says his customers generally prefer softwoods like cedar, redwood and fir.
Lamont suggests that retailers highlight these traits in their selling strategies.
Jose Figueroa (right), manager of Tamalpais Paint in California, helps his customers choose the best wood care products for their properties.
Handcrafted Brushes
Composed of CHYLYN™ filaments, the ORO Brush is the perfect compliment for all Latex or Oil/Alkyd Paints and Stains.
Superior Taper
Advanced Flagging
Exceptional Quality Holds & Delivers More!
TRADITIONAL Filaments
Superior Roller Covers
Today’s paints demand more from today’s applicators and the lintless Glossdel Plus delivers like no other cover.
Supreme Woven Fibers
Solvent Resistant Core
Exceptional Pick-up and Release
“Consumers tend to coordinate their exterior wood substrates with the natural environment around them .”
—Dee Schlotter, PPG
“Consider merchandising stains and woodcare products based on region to accurately showcase the natural beauty and color of your area’s native woods species,” she says.
According to Ashley Fleming, vice president of U.S. sales for SamaN, the availability of alternative surfaces has also expanded the treatment and maintenance market.
“There are now many options, including a wide variety of tropical hardwoods, composites and plastic lumbers that hold up as well as and often better than traditional pressure-treated woods,” she says. “Even though some of these woods last longer and require less maintenance, mother-nature has proven they still require some maintenance.”
Fleming says SamaN spent several years developing and testing the exterior stains before launching its
exterior translucent stain and its composite deck stain to address the various substrates that are now being used throughout the U.S. and Canada.
Colorful Coatings
Color trends vary by region as well, says Dee Schlotter, PPG senior color marketing manager. “Consumers tend to coordinate their exterior wood substrates with the natural environment around them,” she says. “We are seeing a mix of deep, earthy hues native to the Pacific Northwest merge with lighter hues, such as driftwood, sands, pale blondes and wheat tones. Warmer stain hues are used more frequently throughout the central U.S., and cooler tones such as smoky neutrals, light grays and trending black hues are more common on the East Coast.”
Retailers report similar observations when it comes to color selections.
Figueroa says popular colors include naturals or grays that look like weathered driftwood. On the East Coast, Pocoski says gray is consistent with the popular coastal living look. In the Midwest, Kempton identifies other colors as dominating the exterior market.
“The interior is definitely gray,” he says. “For exteriors, it used to be cedar, but more recently it has switched over to brown and taupe.”
Product Recommendations
An important aspect of selling exterior stains is to recommend quality products that will achieve good results.
“Exterior stains are a unique category that lends itself to the opportunity for retailers to differentiate themselves from their competitors,” says Benjamin Moore’s Mundwiller. “Offering project knowledge, proper merchandising and high-quality products such as Arborcoat instill the confidence in the customer to successfully complete any project.”
Mundwiller cites several key attributes of the Arborcoat line, including ease of application and long-lasting performance.
“Arborcoat has been engineered for color retention and maximum durability, protecting your investment in siding and decking,” he says.
At PPG, Lamont says the company’s global expertise provides a woodcare product lineup that uses the latest technology and innovation that meets the high standards of professional applicators. One noteworthy example is OLYMPIC® ELITE™ Advanced Stain + Sealant in One, a super-premium exterior stain line featuring 14 nature-inspired hues in the semi-transparent and semi-solid opacities and 40 rich colors in the solid-stain product.
Many customers prefer to choose stains that echo the colors found in nature in their region of the country, and in some cases, in their own backyards.
Photo courtesy of PPG
Help Your Customers With Protect Their Exterior Wood Furniture By Carrying SunShield
“Olympic Elite stain was developed for durability and incorporates high levels of protection against the damaging effects of sunlight and water while providing a mildew and algae resistant coating,” Lamont says.
Ron Hutton, director of marketing for Richard’s Paint, cites strong growth for Richard’s 900 Timber Tuff Acrylic Solid Body Stain in the central U.S.
“Pros love the way it handles, and it’s a low-temperature formula, down to 35 F, which extends the painting season,” he says.
Selling Setups
Tamalpais Paint give customers free samples to see how the stain looks before they make a purchase.
“I always tell people to sample before you commit to a color,” Figueroa says. “We’ll ask customers to bring in a piece of wood, tape it off and put various stains on the board.”
• Helps protect your wooden windowsills, doors, and outdoor wood furniture
• Helps prevent drying and deterioration
• Helps maintain the natural beauty and depth of grain
• Easy to apply with a gel-like consistency
• Polishes outdoor furniture to a soft luster and protects with a coating of beeswax and Brazilian carnauba wax
Nine Ring’s End locations operate lumberyards, which means there is ample opportunity to test the product.
“Every one of those stores has a deck display built out of the materials we sell and generally finished with the products we sell,” says Herling. “Inside, we’ll bulk-stack fast-moving stains, such as the Arborcoat translucent from Benjamin Moore, near the point of sale.”
At Dugan Paints, Kempton also uses authentic deck displays.
“You need to see the stain on real wood,” he says. “Every spring, we stain 4-inch deck boards and display them outside the store. We also encourage customers to bring in something we can coat for them or send them home with a sample.”
At Dugan Paints, the exterior stain selling strategy is a good-better-best approach for customers.
“When we sell, we always start with the best because it offers the most protection, the best value and the greatest longevity,” Kempton says.
Offering color-matching is another selling point. Store employees use the Richard’s Paint line to blend and match colors. “If I can’t find the color in another line, I can go to Richard’s and match the colors,” Kempton says.
Photo courtesy of Armstrong-Clark
Knowledge Sharing
The best asset for selling exterior stains is a knowledgeable sales staff that can make meaningful connections, retailers say.
“We train our staff to have conversations with people at point of sale and through our outside sales network,” says Herling.
Understanding which products go on a specific wood type is important, agrees Eddie Pocoski, outside salesman with Ring’s End.
“We’re a unique company because we sell lumber as well as stain,” he says. “We have the advantage of being familiar with various species of wood. We take pride in having knowledgeable employees who know what works and what doesn’t work on different kinds of wood.”
Kempton stresses the importance of correctly preparing wood.
“We spend as much time talking about prep as we do about the color,” he says.
Prep is crucial, agrees Fleming. SamaN products include a 1-2-3 prep process: wet the surface, apply the product with a synthetic bristle brush or roller and then rinse.
Fleming says the second part of helping a customer choose the right product comes down to asking the right questions.
“There are a tremendous amount of variables that a retailer should know before recommending a product,” she says. “Beyond the type of wood, it’s important to know whether it’s new, unfinished, in the sun or the shade.”
It’s also important that customers have an accurate understanding of the performance of the stain.
“We emphasize preparing customers’ expectations for what they’re going to get out of a stain,” says Pocoski. “One of the biggest problems with stains is they are sometimes oversold. The customer puts a stain on the deck thinking it’s going to last five or six years when they might be lucky to get one or two years, especially in New England. Expectations need to match up with what the stain can do.”
Retailers should know how their region’s climate affects wood.
Photo courtesy of Benjamin Moore
Photo courtesy of Fine Paints of Europe
By Karon Warren
The Finish Line
How Your Business Can Compete and Win With Specialty Paints
When it comes to today’s interior design, both professional and DIY consumers continue to seek out interesting and innovative ways to bring their visions to life. As a result, they are turning to specialty paints to add texture and depth to their projects.
At the moment, current trends in specialty paints revolve around applications that add a bit of shine to the finished project. According to Faux Effects executive director Rachel Sandor-VanHouten, subtle finishes with a hint of glimmer are quite popular. Fine Paints of Europe president and CEO John Lahey says metallics and the glossy, lacquer look are still red hot.
“Glitter is still trending, especially around the home,” says Ann Gearty, brand marketing director for Rust-Oleum. “Metallic and chalky finishes remain very popular; people are actively combining these finishes on the same projects. For example, we’ve seen a Rust-Oleum chalked finish on furniture with metallic drawer accents.”
And, it seems, these trends show no signs of waning any time soon.
“These finishes are tried and true and can be customized to meet consumer tastes,” Gearty says. “Metallics are now viewed as neutral color, giving consumers a nice foundation to add to their decor.”
In fact, these trends are just the tip of the iceberg as interest in specialty paints continues to rise.
“One of the beauties of decorative finishes is its ability to fit into whatever design trends are current,” says Jim Rogers, director of brands for Golden Paintworks, a division of Golden Artist Colors Inc. “Each of these products can be applied in a multitude of techniques and colors, which keeps the products relevant with the current trends.”
The versatility of metallics has helped propel them into popularity. The finishes can add sophistication to nearly any space in the home, says Burju Garnier, co-founder of specialty paint company Color Atelier.
“We’re definitely seeing more metallic highlights around the home, especially in kitchens and bathrooms,” she says. “In addition to metallics, high-gloss finishes create a bold impact in these spaces, and that is very much the trend we’re seeing.”
In the Know
For paint and decorating retailers selling specialty paints, manufacturers are in agreement on one crucial point—know and understand the products.
“They have unique qualities, uses, application techniques and companion products, and it’s the retailer’s job to know all of that,” says Shane Siever, creative designer at The Real Milk Paint Co.
“Product knowledge is power . And customer experience is really the differentiator in this competitive market . It’s important that retailers can correctly answer their customers’ questions about these products .”
—Burju Garnier, Color Atelier
“Also, it’s crucial to understand the difference between one specialty paint and another,” he says.
For example, chalk paint is an acrylic paint mixed with chalk powder, while true milk paint is powder- and water-based without acrylic.
“These are two very different paints that are often associated as the same by the customer,” Siever says. “It is the responsibility of the retailer to know these details and offer this knowledge to customers so they can make an informed decision.”
In addition, retailers should be clear with customers regarding how to work with specialty paints.
“Don’t oversell it,” Lahey says. “Don’t say it’s too easy or too hard. Explain the expectations of working with these paints. Be brutally honest with your clients. If necessary, refer them to experts who can deliver the results the customer wants.”
When talking with professional or DIY customers, tailor the conversation to their specific needs.
“Professionals have different questions and concerns in using a specialty paint compared to the casual DIY user,” Siever says. “So, answering and negating these concerns
changes your approach between professional and casual consumer. The role of the retailer is the same though: Know the ins and outs of the product you are selling.”
When it comes to selling these kinds of products, customers want to know that you are the expert and can lead them through the project.
“Product knowledge is power,” Garnier says.
“And customer experience is really the differentiator in this competitive market. It’s important that retailers can correctly answer their customers’ questions about these products.”
Show and Tell
One of the key marketing strategies for selling specialty paints is to provide visual samples of the various products so customers can see different application results of each type of specialty paint product you offer.
“Have something in the store painted with a product you are featuring,” Lahey says.
“We’re a visual business. Show people what they’re going to get.”
Specialty paints can often be unfamiliar to average consumers. Independent retailers should remain knowledgeable of how certain paints can be applied.
Photo courtesy of Color Atelier
Make sure your displays are current, as products and applications change on a regular basis. Reach out to sales representatives or manufacturers for up-to-date samples and color options.
“Color Atelier provides retailers with displays that include handmade product sample boards and hand-painted color charts,” Garnier says. “If retailers display these alongside the products, the product will shine and the customers will ask questions.”
Hands-on demonstrations provide an opportunity to engage with customers and show them how to work with and apply specialty paints. Going step by step, they can see how the products change and evolve to achieve the desired results, as well as ask questions throughout the process to gain a better understanding.
“Showing the craft and inspiring the potential customer by using the specialty paint will speak much louder than any other selling method,” Siever says. “Get your hands dirty and use the product to show off to the potential customer.”
“We encourage retailers to learn and embrace specialty paint products as they are widely used for various types of projects on all surfaces .”
—Rachel Sandor-VanHouten, Faux Effects
Demonstrations can also be structured to address the needs of different customer bases.
“Many pros prefer faster and more efficient finishes using a spray gun application method to reduce labor hours and increase profitability, whereas the DIYer typically has more time on their hands and may have more confidence with a roller or brush application method,” Sandor-VanHouten says.
While professionals who regularly use specialty paints may have certain preferences or skill sets, that doesn’t mean the products you market to consumers should perform any differently.
“The truth is, DIYers need quality materials to help them be successful in application,” says Golden Paintworks’ Rogers. “Retailers should be marketing simple-to-apply finishes using high-quality materials to their DIY customers.”
Social media is also a strong selling tool for specialty paints. Post photos of projects and applications featuring specialty paints on Instagram and Pinterest, and post how-to videos on YouTube.
Specialty paints continue to find favor with customers, especially DIY consumers, for small craft projects. Build on this interest by highlighting samples of those projects in your store.
Having completed projects that showcase a paint on a salesfloor can help feature these paints.
Specialty paints can offer colors, effects and textures that set them apart from more common paints. These effects can dazzle consumers who don’t even know specialty paint is an option.
Photo courtesy of Rust-Oleum
“Consumers are comfortable using a variety of products with their crafts, so show products they can combine to create a final look,” Gearty says. She also suggests hosting DIY workshops for a fee.
“Many retailers have already created a destination for specialty products,” Gearty says. “Hosting a workshop in that space would be a natural fit.”
Final Thoughts
While many customers are much more educated about paint and decorating, do not make assumptions about their knowledge of specialty paints. Be sure you understand how versatile specialty paints are not only benefits consumers, but also independent retailers who sell them.
“We encourage retailers to learn and embrace specialty paint products as they are widely used for various types of projects on all surfaces,” says Sandor-VanHouten. “These products can be very big sellers; they can be used for some of the most popular forms of decorative finishing.”
Rogers agrees, and he says the market will continue to support these types of products.
“Decorative products have and will continue to stand the test of time, because of their versatility,” he says.
Don’t think you can’t sell specialty paints because you’re not a specialty operation. All paint and decorating retailers can and should carry and market these products.
“Use them to empower your store,” Lahey says. “Use them to bring in different clients to your store, and let them set you apart from your competitors.”
Knowing what a customer expects out of a finished product is key for selling specialty paints. Since some specialty paints require extra steps in their preparation and others require specific application procedures, retailers should be clear with customers on what a project will look like.
Photo courtesy of Golden Paintworks
Photo courtesy of Faux Effects
By Chad Husted
Digital Dangers
What Retailers Can Do to Secure Their Networks and Customer Data
As a society, we’ve become accustomed to having personal information online or in the proverbial cloud. Anyone who has ordered a product online or has a Facebook account has placed some sort of information in the hands of someone’s network, whether it be identification information or a credit card number.
As a retailer, you hold an assortment of customer information that could be detrimental if it falls into the wrong hands. While your business might not be first on the list of targets for a group of high-level hackers looking for digital information, there are still plenty of ways an unauthorized person can work their way into your network. It falls on every retailer to be diligent about digital security to ensure the trust of their customers.
The 2018 Thales Data Threat Report, Retail Edition states that 75 percent of all retailers experienced a data breach of some kind in the past year, and U.S. retailers trail the global average for encrypting their stored data in some way. Through security programs, point-of-sale systems and employee education, you can help protect customer data and secure your business’s network from attacks of opportunity that could expose your valuable information.
Scanning for Threats
Independent paint and decorating retailers might not be on the same threat scale as retailing behemoths and past victims of security breaches like Target, Chipotle and Macy’s, but there is still a real interest in customer data that can lead to any size business experiencing an attack.
Methods of infiltrating a secure network that might affect retailers include phishing attacks and scams that appear as legitimate contacts but are in fact deliberate attempts to access as many secure networks as possible.
Point-of-sale systems are often some of the most treasured of data banks for attackers, as they hold the payment information that can be sold illegally. This isn’t just a threat for retailers who take online orders. Some physical point-of-sale systems in retail locations also hold this payment information, which can be compromised, either on a server or POS station.
“A malicious party on the internet generally won’t care what kind of retailer you are—you hold a trove of personal information about a variety of customers. Within a POS system, you have records of sales,” says Greg Milewski, application and network security engineer with Celerant Technology Corp., which offers retail management products and services such as POS systems, inventory management and e-commerce operations. “When you have integrated e-commerce solutions, you may also have email information and passwords. All of this is valuable information that needs to be secured or periodically removed or anonymized.”
Retailers should be on the lookout for any suspicious emails that come to their business or personal accounts. Ward Partridge, co-president of CBC Computer Systems, offers a few examples of how systems can be accessed despite security precautions.
“Emails can have bad attachments that, when opened, install malware typically targeting credit card information.
This can happen on websites as well if someone is careless about what they’re downloading on open networks with no firewalls,” Partridge says. CBC Computer Systems sells and supports specialized POS and retail management systems for paint and decorating retailers. Decor Fusion is available with a monthly cloud subscription or as a traditional software license.
With so many digital devices in our daily lives, the points of access for a digital network can be extremely varied. Norm Miner, senior manager of managed services and tech support for Epicor Software Corp., warns that the BYOD attitude, or Bring Your Own Device, can be worrisome for many businesses, including retail.
Epicor offers its retail customers full or managed application-hosting environments, antivirus protection services, polling and data transfer monitoring, a variety of database monitoring services and disaster recovery.
Securing Your Safety
In today’s modern age, the threat of security breaches and private information being released can feel ever-present. However, that doesn’t mean retailers should throw up their hands in resignation. Check out these tips on how best to go about ensuring your data’s security.
1 2 3
Explore your POS system .
Check in with your point-of-sale supplier and make sure you’re taking advantage of the entirety of the services you need. There might be options like cloud data storage, remote monitoring and remote backup programs to take advantage of.
Take an active role .
Security can be something you take into the physical world. Log out of computers that have access to data, lock filing cabinets that contain physical files and have designated trash containers for anything that might contain private information.
Stay up to date .
It can be taxing to stay on top of all the updates modern life puts in front of us. While it might not be necessary to keep your fitness tracker on the cutting edge, there should be no delay in keeping malware and firewall protections fully updated.
The theory is that many employees, from senior managers to sales associates on the salesfloor, might have compromised devices that can link to a retailer’s secure network. Sales associates often use their own phones to access information for customers during normal sales activity, and personal computers can often access secured data through online portals. If these personal devices have at some point picked up malware that has laid dormant, it can compromise a retailer’s network if it has access.
“A retailer doesn’t always have control over every device that can access their network. You can do everything right about securing your data, but one compromised device can have a devastating impact,” Miner says. “Retailers need to take the next step of educating all employees about ways in which systems and data are compromised through email, access to or downloaded programs from malicious internet sites, or simply sharing information verbally with unauthorized personnel in person or by phone.”
Not all threats come from digital access either.
If retailers don’t monitor physical access points, such as USB ports on computers linked to a POS system, it could lead to malicious software being uploaded without their knowledge. Peripherals, such as credit card terminals, are also common points of access for tampering, Milewski says.
“Brick-and-mortar stores face different avenues of compromise—using exposed USB ports, hijacking payment terminals or outright system theft. Some attempts may even seem harmless, like someone asking to print a file from their thumb drive,” he says. “Never plug a customer’s device into retailer systems. There are devices that will start to enter keystrokes shortly thereafter, leading to a ‘foot-in-the-door’ situation where they can come back electronically later.”
Preventative Measures
While the threats to customer data that retailers face continue to evolve, so do solutions provided through training as well as vendors such as POS providers. These solutions can work as safeguards to future attacks or as resources to recover after a data breach.
Some preventative measures are procedures that have become part of our daily lives in the digital age, Miner says.
“Because there are near-daily news stories regarding viruses and data breaches, a retailer’s focus must remain on electronic and physical security as well as employee education,” he says. “What should go without saying is that they should also ensure that the standard blocking functions like use of passwords, protecting their servers against power surges and running frequent backups should be strictly adhered to.”
Announcing the 12th Annual PDRA College Scholarship Competition!
Create good will with your customers and in your community by promoting PDRA’s annual college scholarship competition.
Anyone can enter under your nomination, and your industry association will award one lucky recipient $5,000 at the National Hardware Show® in Las Vegas, May 7-9, 2019.
Deadline for Entries: March 1, 2019
For rules of entry visit pdra.org/scholarship
Scholarship generously sponsored by the National Hardware Show®
Miner adds that retailers should become conversant in the language tied to data security, including PCI (payment card industry) and PCI DSS (data security standard). These are standards developed by the major credit card companies that all retailers that accept credit and debit cards must follow to continue to accept those payment methods.
“Compliance with these procedures, including maintaining policies for data protection and encryption, updating passwords, establishing storage policies for credit card data and defending a network at its access points are key for retailers,” Miner says.
“Investing in your IT, whether it be an in-house employee or a service through an outside partner like a POS vendor, is something retailers should take seriously .”
—Greg Milewski, Celerant Technology Corp.
Partridge cautions retailers against falling into the trap of thinking data like purchase history and paint brand preferences is of no value for most people outside of a business, as consumers are always concerned about security breaches and privacy concerns.
“No one may care what paint color a certain customer uses, but it would be an embarrassing situation and could compromise your business by not allowing you to use your POS systems,” Partridge says. “What’s most critical is to secure credit card information and having good backups that go back several weeks or even a few months.”
Standard antivirus solutions through POS providers often include managing and monitoring services, which can assist retailers in spotting problems before they can compromise a network. They can also provide periodic reviews for retailers, allowing managers to maintain vigilance about their networks and make them more likely to take on tasks such as updating software to keep pace with new threats, Milewski says.
“Investing in your IT, whether it be an in-house employee or a service through an outside partner like a POS vendor, is something retailers should take seriously,” Milewski says. “The technology that runs your business should not fall by the wayside.”
One of the most important parts of data security is training for any employee with access to secured customer information.
By Chad Husted
Bonding Innovation and Accessibility
Wood Repair Manufacturer Brings Products to New Markets
It was a happy accident that eventually put Abatron into the liquid wood and epoxy product industry, but it hasn’t been luck that led the company to bringing a pro-level product to the market with DIY ease.
Founded in 1959, the Kenosha, Wisconsin-based company originally designed and manufactured custom chemical formulations for products like electronics. This business brought founder John Caporaso great success, but a specific formulation for a project in the early 1980s changed the company’s path.
Marsha Caporaso, president of Abatron, owned several buildings in Chicago containing wood that needed to be repaired. The company, known for its custom formulas for a variety of jobs, came up with a solution that proved so impressive, the decision was made to promote it. That formula was the first iteration of the LiquidWood ® and WoodEpox ® products, which became the company’s most popular products.
“What started as a specialized product that was sold on a per-order basis has grown into a line that can be found in retail locations across the country,” says Richard Ahlstrom, sales manager for Abatron. “These are products that can be used by homeowners and DIYers, but they get professional results because they were originally designed for the toughest restoration projects.”
LiquidWood and WoodEpox, which are also packaged together as the popular Wood Restoration Kit for easier use and merchandising, are designed to restore structural strength to damaged wood in windows, doors, columns, furniture or any other wooden object. LiquidWood restores the wood’s strength, while WoodEpox is used to fill in areas that have rotted or otherwise been removed. WoodEpox can be stained, sanded and worked like wood once it hardens.
Since starting its wood repair lines, Abatron has grown to include a wide variety of products, including products for concrete and metal repair, adhesives and sealants and
paint strippers, among other products. With that added product selection, the company has altered its distribution model from direct sales nationwide to a greater presence on wholesalers, which are key for independent retailers.
“We’ve really been dedicated to making our products as easy for independent retailers to bring into their stores as possible. When we talk with independents, one of the first questions after they learn what our products can do is, ‘Is it in the warehouse?’” Ahlstrom says. “We want to be accessible for as many of these businesses as possible, both because we believe in our products and we believe that independent retailers are in the best position to sell them and benefit from them.”
The company has also recently expanded efforts in international sales. While Abatron products have been found in the U.S. and Canada for years, recently the company has expanded sales to independent retailers in the U.K. and other parts of Western Europe.
“The independent sector has a good feel for our products, as well as experience with the kind of projects our products can be used on, which in turn benefits the consumer .”
—Richard Ahlstrom, Abatron
“The focus on broad availability through dedicated buying groups, co-ops and wholesalers has shown Abatron’s focus on the independent market,” Ahlstrom says. “This comes from a firm belief in the employee knowledge and training found at independents. The independent sector has a good feel for our products, as well as experience with the kind of projects our products can be used on, which in turn benefits the consumer.”
Some of the ways Abatron invests in independent retailers include an online dealer locator, samples of how its wood repair products work, printed literature and online videos and DVDs that can be used for demos.
These materials are provided free of charge, but Abatron goes even further in its attempts to form a partnership with retail businesses. The company is also dedicated to creative, cooperative marketing. This includes a door-direct coupon mailing program that targets areas in a store’s market that could benefit from such a program. Any coupons turned into the store are reimbursed by Abatron.
Beyond these partnership programs and marketing techniques, the draw of Abatron is its product selection, Ahlstrom says. Products like LiquidWood, WoodEpox and others offer retailers a unique product not found in other stores.
“You’re not offering something found just down the street. This is a specialty item, offering professional results while still being use-friendly,” Ahlstrom says. “These are Greenguard®-certified products, there are virtually no VOCs and there’s a repair product for nearly any job, from wood to drywall to concrete.”
Abatron started out manufacturing custom chemical formulations for a wide variety of products, but it was its wood restoration products that eventually grew to be the company’s leading brands. These products include LiquidWood® and WoodEpox ®
Fresh Coat
See What Everyone’s Talking About on Pinterest
Pinterest, the social media giant for inspiration on everything from interior design and fashion to cooking and car repair, serves a big audience. If there is a common interest in a topic, there will be someone ready to “pin” their next project to their board, or personal collection of saved posts. For paint and decorating retailers,
Going Geometric
Consumers are going for bold, colorful designs in the new year, Pinterest says, with a 225 percent increase in interest in painting geometric shapes on walls and other surfaces. Templates and plans for interesting geometric designs could be a great addition for retailers to help consumers take on these new design ideas.
Yelling Louder
Mustard yellow has seen a 45 percent increase in interest, with items ranging from paint to furniture and wallcoverings. It’s a bold color choice, useful in accent pieces like lampshades and throw pillows. In paint, mustard yellow can be used in adding flair to a darker room as an accent wall or as an option in a new geometric design.
Pinterest can be a strong resource for seeing what projects consumers are interested in taking on. This knowledge can assist in purchasing, merchandising and other business decisions to help cater to the next trend. Going into 2019, Pinterest collected some of the highest trending topics across the website, with several touching on topics close to the heart of the paint world.
Being Bold
Wallpaper has begun making a comeback in recent years, and consumers have taken it to a new level. Pinterest has seen a 401 percent increase in new and interesting wallpaper choices, which have shown up on the site with examples of bright colors, leaf designs and even designs featuring blue foxes chasing rabbits.
How to Use It
Here are a few quick tips to get you started on Pinterest.
Get great visuals. Pinterest relies on strong images. Make sure yours measure up. Be an inspiration Share design trends and ideas to get your customers thinking.
Show off your skills. Pin projects your employees create using products you sell.
Rewarding Education One Scholar at a Time
Nominations for the PDRA’s $5,000 Scholarship Now Open
Kerry Jones, the owner of independent paint company Huffman Paint & Wallcoverings in North Carolina, knows education is paramount. His two sons are both former recipients of the $5,000 scholarship awarded annually by the Paint and Decorating Retailer Association.
Kevin and Adam Jones both used the scholarship to broaden their horizons. Adam won the scholarship in 2014, and one year later, his brother was honored. The business is the only operation to be awarded two scholarships from the PDRA. Jones says the scholarship is proof the association stands by its members.
“As a PDRA member, to know that it’s working to benefit its members is great,” Kerry Jones says. “To know there’s an organization that felt strongly enough about helping its members to create this scholarship means so much. Every retailer should submit a nomination for a deserving student.”
LeAnn Day, CEO of the PDRA, says the association always enjoys rewarding the scholarship to celebrate a student’s diligent work.
“The PDRA scholarship is one of the most exciting projects the association undertakes,” says Day. “Every year is a new opportunity to see a student’s educational aspirations come true. I’m excited to see how this year’s winner uses the scholarship.”
The deadline to apply for the 2019 $5,000 PDRA scholarship is March 1. Nominations must be made by a member in good standing of the PDRA. Scholarship honorees must commit to using the money for vocational, college or post-college education. The winner will be announced at the 2019 National Hardware Show ® Visit pdra.org/scholarship for more information and to submit a nomination today.
3 Benefits of the National Hardware Show
Webinars to Win
Enrolling in professional webinars from the PDRA can be a great way to forge a new path to success for your business. The PDRA is proud to offer a full assortment of webinars that can help retailers learn new skills and bring new opportunities to their businesses.
By enrolling in the PDRA’s “What It Takes to be a 5-Star Business” course, retailers can learn the best practices and company guidelines that allow operations to rise to the top of the industry.
In “The Cost of Not Training Your Employees,” retailers get a firsthand overview of the toll not investing in training can take on your relationships with customers, your annual sales and your business overall.
Every retailer should understand the importance of inventory control. With the “Why Inventory Control Makes Money for Your Business,” participants can learn new strategies for handling their inventory and get a refresher on why regularly auditing your inventory is a crucial step in retail success.
For more information on these webinars and many other informative options, visit pdra.org/education .
Independent paint and decorating retailers will unite in Las Vegas for the 2019 National Hardware Show®, one of the industry’s most dynamic events. Registration for the event, which takes place May 7-9, is now open.
Visit nhs19.com/pdra for more details and to register now to attend this blockbuster event.
Before registering, take time to learn three of the biggest benefits retailers find at the show.
1. Thousands of Innovative Products
Featuring 16 product categories, including housewares, paint and sundries and more, you can strengthen every assortment with a stroll through the show floor.
2. Exclusive Industry Research
Take time to hear an illuminating array of industry analysts deliver exclusive research that can help you streamline your operation and boost your bottom line.
3. A Network of Peers
Share your successes and setbacks and learn what other retailers from across the country are doing to excel in the year ahead.
Industry Calendar
Show Us Your Merchandising Marvels
Aclean, well-designed merchandising solution can bring new business to your operation and capture customer attention day in, day out.
But what are the best tips for paint and sundries merchandising? What tactics have some independent retailers used to achieve new merchandising milestones? The PDRA is on a mission to find out.
We’re asking for submissions of your best merchandising displays for a future issue of the magazine. We’ll take a look at the most innovative and eye-catching merchandising solutions available to retailers, and we need your help.
If you’d like to help other retailers boost sales and make the most of their company’s merchandising efforts, simply send us photos of your best merchandising displays, along with your store name and location. Be sure to write a few quick notes about why you chose this merchandising display and why it’s been effective for your business.
Send photos to kim@pdra.org or call 800-737-0107 for more information. Act quickly; the deadline to submit is Feb. 20!
Make the Most of Your Membership
Being a member of the PDRA can transform your business. Learn more about your membership options and how they can streamline your operation in 2019.
Every retailer can take advantage of perks from the PDRA. Retailers receive print and digital copies of Paint & Decorating Retailer magazine, VIP registration to the National Hardware Show®, the Train the Trainer Guide and an assortment of Trainer’s Toolbox lessons.
When you upgrade to the Basic Membership level for $149 annually, you’ll receive a Value Pak coupon, a copy of our annual digital registry, and access to the Basic Training Selling Skills course and the “Three Pennies of Profit” video.
At the Premier Membership level, available for just $249 per year, retailers receive the benefits of the Basic Membership level, plus a one-unit digital signage program and seats in three world-class training programs: the Coatings Specialist, Customer Service and Project Pro training courses.
“I hope every retailer considers becoming an actively engaged member of the PDRA,” says LeAnn Day, CEO of the organization. “There’s a wealth of training tools and industry insight that can strengthen your relationship with customers and increase profitability.”
For more information and to determine which membership level fits your business needs perfectly, visit pdra.org/membership
MARCH 2-3
2019 PACOA Spring Dealer Market
Queens College Flushing, New York pacoa.com/events
MARCH 6-8
2019 Paint and Decorating Contractors of America Expo Westin Savannah Harbor Golf Resort & Spa Savannah, Georgia pdca.org/expo
MARCH 15-17
Florida Home Show
Florida State Fairgrounds Tampa, Florida bighomeshow.com
MARCH 21-24
Architectural Digest Design Show
Piers 92 and 94 New York City addesignshow.com
APRIL 1-4
ArtFusion Event 2019 Lodge at Santa Fe Santa Fe, New Mexico artfusionevent.com
MAY 7-8
Lancaster Buying Show at the National Hardware Show® Westgate Las Vegas Resort & Casino
Paradise South Exhibit Hall Las Vegas lancasterco.com/events
MAY 7-9
PDRA Paint & Accessories Show at the National Hardware Show®
Las Vegas Convention Center Las Vegas nationalhardwareshow.com
If you would like your event included in this list, email Melanie Moul at mmoul@nrha.org with the date, location and a brief overview of your event.
PDRA EDUCATION INITIATIVE
Guest Column Inventory Enhancement
Choosing the Best
Carrying Premium Wood Care Products Can Help You Succeed
In this issue, you’ve learned about the importance of exterior deck and wood care. But the wood care market is feeling competitive pressures from alternate choices that retailers should be aware of.
The decorative concrete market now totals nearly $10 billion in annual sales, and composite deck sales are predicted to exceed $3 billion in annual sales by the end of 2020. This data represents a robust market primed to deliver sales to retailers.
However, marketwide consolidation is reducing the number of brand choices to independent paint and decorating retailers. In recent years, popular independent brands like Flood, Sikkens, SuperDeck and Cabot have all been acquired by separate companies.
These acquisitions have left brands repositioned alongside national retailers, as well as with online retailers, and the profitability of the brands has been seriously eroded for independent retailers.
There is still good news on the horizon for the independent paint and decorating retailers who power the industry. The independent brands left standing are generally going to be strong brands recognized by DIY and professional customers alike. Despite all the pressure, the wood stain market is still growing in sales. Industry data shows sales increase roughly 4 percent every year.
Independent retailers need to be ready to capitalize on the power of the exterior deck and wood care market. To that end, choosing the best brand of exterior deck and wood care products is critical.
• Be independent. Retailers should look for a brand that has some kind of “guarded” distribution, which is focused on the independent retailer.
• Know pricing. Retailers should also choose products that come with a rigid MAP (minimum advertised price) policy. This feature is incredibly important, as more online sellers continue to emerge and compete with established brands each day.
• Choose quality. Be certain the line you carry in your business includes a premium-level product offering for your customers. Consumers are increasingly frustrated with the poor performance of stains and are looking for better, longer-lasting products. Price is a smaller factor for these kinds of customers.
With composites and decorative concrete growing in popularity, add products to your business’s offering for those applications as well. Decorative concrete sealers, composite lumber cleaners and sealers are relatively young lines that are growing in need and popularity daily.
Dave Barnes is the president of SaverSystems, a leader in manufacturing weatherproofing solutions, cleaners and restoration products for chimneys, masonry, concrete and wood surfaces. For more information on the company and its line of products, visit saversystems.com
0 Mike Weber | Hirshfield’s
Longtime Passion for Yellow and Green
Rob Reints, the 49-year-old general manager at stain and finishes manufacturer Old Masters, probably shouldn’t have a favorite color, but he can’t help from preferring yellow and green. He’s been an ardent supporter of the NFL’s Green Bay Packers since he was six years old.
“The Packers were a terrible team back then, so my initial interest was in their history and their old coach, Vince Lombardi,” he says. “Lombardi was well-known for his speeches and quotes. The one I use quite often when a customer finds out I’m a Packers fan is, ‘There are three things that should be important to a man: God, his family and the Green Bay Packers. In that order.’”
When Reints got married after college, he warned his wife about his interest. Fortunately for him, his love for the Packers proved to be contagious, and soon his wife joined him in rooting for the team he had supported since his youth.
“I’ve been so passionate about it that I’ve converted my family into fans as well,” says Reints, who is a father of four. “They now get upset if I’m not home for a game. We put on our jerseys, eat popcorn and hang out. It’s become a family thing.”
With his wife’s help, Reints recently remodeled one of the rooms in his house into a Packers room with two yellow walls and two green walls to highlight his appreciation for the team.
“I know it’s a little embarrassing how seriously I take it, but at the first training camp I went to, I realized I wasn’t the only one,” says Reints, who has been to seven training camps in total. “There were mothers, older men and every kind of person there who knew every statistic about the team and the history of each of the players. I realized all those people are just like me.”
For more information on Old Masters, visit the company online at myoldmasters.com
