Take a look inside Texas Paint, a five-store operation with locations across Dallas and the surrounding area. Manager Joseph Long says one of the company’s keys to success is offering customers in-home design consultations from design specialist Brenda Bond. Learn the steps Bond takes to ensure each consultation is a total success from start to finish.
The Colors of Tomorrow
As 2019 approaches, paint manufacturers are already setting their sights on the most popular color trends of the year ahead. Paint & Decorating Retailer spoke to manufacturers to get their take on what 2019 holds for paint color selection. Learn the trends ahead of time and begin planing ways to showcase your expertise in the following year.
Telling the Color Story
Color consultants serve a broad purpose in the world of color selection and design. Learn how Darby Samargo, owner of The Color People, a consulting firm in Denver, helps consumers choose the right paint colors to accentuate the architecture of their homes and guides commercial property owners through color and design trends.
Choosing the Perfect Brush
The next time a customer asks which paintbrush they need for their project, be ready to give the perfect recommendation. Through direct recommendations from leading applicator manufacturers, this article can help you can brush up on your knowledge of the best tools for pros and DIYers alike and refresh your selling skills.
Departments
6 Viewpoint
Dan Tratensek considers the emotional impact of color.
8 Industry News
PPG gives back to the community, and Benjamin Moore’s Jeff Spillane reflects on 42 years with the company.
14 Product News
The Paint Piranha brush and roller cleaner can save time and money.
20
Column: Community Relations
Sonya Ruff Jarvis breaks down the how independent retailers can become forces for good in their communities while promoting their goods.
22 The Big Picture
A team from Spectrum Paint Co. in Arkansas recently gave back with paint.
48 Coverage
Warm weather makes June one of the busiest months for outdoor projects. Give your sales team a quick refresher on the most popular outdoor projects.
50 PDRA Now
At the 2018 National Hardware Show®, the PDRA celebrated the strength and success of independent retailers.
54 Industry Profile: Fluid Management
Fluid Management in Wheeling, Illinois, has made a name for itself by providing complete dispensing, mixing and service support solutions.
56 Calendar
Register now for ArtFusion and a range of other valuable events this summer and fall.
58 Finish
Benjamin Moore is big into baseball in Boston.
On the Cover
At Texas Paint, design specialist
Brenda Bond (left) and general manager Joseph Long are taking the business to new heights by focusing on in-home consultations.
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.
Subscription price: January through November issues, $49 in U.S., payable in advance. Canada add $24, and foreign countries add $48 to above charges. Single copy $10, except July issue, $25. Periodicals postage paid at St. Peters, Missouri, and additional mailing offices.
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
Viewpoint
Colorfully Different
Ever since I can remember, I have visualized letters, numbers and words in different, distinct colors.
The letter R for instance, is brown and the number 4 is yellow. For most of my life, I assumed most people perceived words, numbers and colors in this same way. Only recently did I discover that this isn’t entirely normal and that making these kinds of cognitive connections between words and colors is actually a sort of sensory perception condition called synesthesia. (Really, it is, look it up).
And while not everyone experiences this condition (I like to think of it as a kind of superpower), there is no escaping that colors can have a very real emotional impact on people.
I bring this up because within this issue of Paint & Decorating Retailer, we are featuring our 2019 Color Forecast. We spoke to color experts and paint and decorating manufacturers to learn what trends will be hot (or cool) heading into the rest of this year and into 2019.
At the heart of what you do, you are selling colors to people who want those colors to evoke an emotive response. The better you can help your customers execute this, the more successful you will be.
As a paint and decorating retailer, it is certainly important that you understand trends so you can plan accordingly to create displays, samples and design ideas. However, it is also important to talk about color because, after all, color is the business you are in.
I know, I know. You are a retailer selling goods and services, and there are so many elements that go into that like ordering, managing employees, creating merchandisers, marketing, advertising and planning. But at the heart of what you do, you are selling colors to people who want those colors to evoke an emotive response. The better you can help your customers execute this, the more successful you will be. Sometimes that basic principle is easy to forget during the scramble that is life as a retailer.
As you peruse this issue of Paint & Decorating Retailer and read through our Color Forecast, I encourage you to remember how important it is to understand the impact that color and helping customers create emotions can be to your success. Oh, and if you’re like me, you can also take a look at the headlines and try to figure out what colors they “should be.”
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
EDITORIAL,
Karon Warren
DESIGN & PRODUCTION
Features Editor Melanie Moul
Renee Changnon
Whitney Daulton
Graeme Haase
Chad Husted Todd Taber Kelsey Truex Nancy Vondersaar
Association Coordinator Tina Sullivan tina@pdra.org
ADVERTISING
Account Executive
Brandi Hemmer brandi@pdra.org
Phone: 636-680-2785, Fax: 636-229-4750
PDRA EXECUTIVE LEADERSHIP
Chief Executive Officer LeAnn Day
OFFICERS
Craig Bond Chairman of the Board
Tommy’s Paint Pot, Eugene, Oregon DIRECTORS
Robert Mueller
Director at Large
Benjamin Moore Kelowna, Kelowna, B.C., Canada
Jay Donnelly
Midwestern Region Director
Flanagan Paint & Supply, St. Louis, Missouri
Lesley Davies-Baptista
Southern Region Director
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
Combining Creativity and Credentials
ArtFusion Features Informative Workshops and Vendor Expo
Registration for 2018’s ArtFusion event is now open. The annual nonprofit event for decorative finishers, painting contractors, artists and interested newcomers, takes place Oct. 1-5 in Estes Park, Colorado. Founder Kathy Boyd says anyone who wants to deepen their knowledge of decorative finishing and paints is welcome to attend.
The five-day event includes workshops and seminars to help attendees gain more knowledge on a range of topics, including decorative finishing, mural painting, plaster work, concrete carving, faux finishing and more. There will be 25 instructors on hand to give attendees expert guidance with a full slate of popular paint, finishing and decorating techniques.
“ArtFusion does things that no one else in the industry is doing,” Boyd says. “The greatest compliment is when someone tells me they didn’t feel like an outsider at ArtFusion.”
ArtFusion also includes several sessions aimed at helping attendees bolster their professional credentials. One such event centers on website creation. An instructor will give tips on how to successfully establish a website that attracts customers and highlights attendees’ offerings. A photographer will also be on-site to take professional headshots.
The third day of ArtFusion is a daylong exhibition where manufacturers and industry associations are invited. Boyd says she limits the exhibitors to 20 spaces to ensure attendees forge personal connections with every exhibitor.
Boyd says ArtFusion is a unique event for the industry, allowing professionals to gather and learn from one another.
“I’d like to see the industry grow,” she says. “The hope is to draw people in and draw interest to the industry. Nothing beats hands-on classes like the ones ArtFusion provides; there’s absolutely nothing like it.”
MANUFACTURING
Premier Roller Boosts Made in USA Products
Paint applicator manufacturer Premier Paint Roller is expanding its selection of products made in the U.S.
Based in Richmond Hill, New York, the company is investing in new machinery and equipment upgrades to boost its manufacturing capabilities and provide a larger selection of paint application products made in the U.S.
“We have been one of the largest importers of paintbrushes for many years and used this knowledge to identify growth opportunities of various quality levels of Made in USA brushes,” Kevin Leichter, CEO of Premier, says. “We are proud to partner with DuPont, who has been extremely supportive of our initial rollout with paint brush filaments manufactured in their West Virginia facility.”
Premier’s corporate headquarters is located in New York, but the company also has a facility in Phoenix. The company recently opened a warehouse in Mexico City to assist in its plans to expand in Latin America. A Shanghai office oversees quality control and sourcing.
COMMUNITY OUTREACH
PPG Paints Pittsburgh YMCA
PPG is making Pittsburgh, the site of its global headquarters, a more colorful and vibrant destination.
To revitalize the YMCA Business Employment Office in the Homewood area of Pittsburgh, 20 PPG volunteers took part in the Colorful Communities program. The program, conducted in partnership with the American Red Cross’ “Sound the Alarm” initiative, provides PPG volunteers and paint products to deserving organizations to restore vitality in communities where PPG operates.
In total, the company donated 40 gallons of paints to the project. PPG volunteers painted the office with blue and tan shades, chosen specifically to create a space that was equally professional and welcoming.
“PPG is always excited to give back to our local communities,” says Sue Sloan, PPG executive director, corporate social responsibility. “We’re happy to be working with the YMCA to give the organization and the people it serves the employment office that they deserve.”
Since 2015, PPG has successfully completed more than 125 Colorful Communities projects, bringing color and vitality to more than 4 million people in 23 countries.
“We’re happy to be working with the YMCA to give the organization and the people it serves the employment office that they deserve.”
—Sue Sloan, PPG
Premier Paint Roller CEO Kevin Leichter says the company looks forward to more growth opportunities for Made in USA products.
MILESTONE
Celebrating 4 Decades of Industry Service
After 42 years with Benjamin Moore, Jeff Spillane retires this month. Paint & Decorating Retailer talked to Spillane about his career with the company and what the independent retailer offers the paint industry.
Paint & Decorating Retailer (PDR): What’s your history with Benjamin Moore?
Jeff Spillane (JS): When I was about 16, I went with my dad to go pick up wallpaper for our kitchen. I asked the storeowner if he was hiring. Long story short, I got the job, and eventually, I managed it.
After a few years there, I decided to leave retail. I started my career at Benjamin Moore in 1976 as a sales associate, and I took orders over the phone from retailers. After nine months in that role, I was offered a territory in southeast Pennsylvania and was the youngest sales representative for the company ever, at 21 years old.
I worked the Philadelphia territory until 1981, and then I was offered a territory back in New Jersey. I spent almost nine years working territories in New Jersey and Staten Island, New York, and I really learned a lot about the paint business and serving retailers.
In the early 1990s, Benjamin Moore expanded its efforts in the industrial business. I became part of that team and became a certified NACE Coating Inspector. In 1998, I returned to the corporate office as the industrial product manager, where I worked with chemists to develop and improve the industrial line. About a year later, I was also managing the Benjamin Moore commercial line of products.
That program, which was at the research and development facility in Flanders, New Jersey, has some of the best chemists and technicians in the industry. Working with chemists to get new products to market, improve them and make sure they are as good or better than anyone else’s is really enjoyable. Being able to take the science of paint and bring it to the end use and retailers was an enjoyable time for me.
PDR: Did you imagine you would spend your career here?
JS: I really didn’t think I would spend 42 years with one company. When I left the retail paint business after five years, I thought that was a long time. My job and the company have changed a lot over my 42 years. In all the roles I’ve had at Benjamin Moore, training was a part of it. I’m now part of the training group.
I think my being here for 42 years tells you a lot about the company itself. I’m not an anomaly in any way shape or form.
“Without the independent retailer, there is no Benjamin Moore. It is the way we’ve always gone to market.”
—Jeff Spillane, Benjamin Moore
I have dozens of colleagues with several decades of service, and we just had someone with 50 years of service retire. The longevity at Benjamin Moore is unlike anything I’ve seen.
PDR: What do you think is the value of the independent paint retailer in today’s home improvement market?
JS: Without the independent retailer, there is no Benjamin Moore. It is the way we’ve always gone to market. Independents offer a better buying experience.
One of our initiatives here is the new entrepreneur program. We are looking to put people in the paint business that have not been there before. The future for the independent is great.
PDR: What are you looking forward to in your retirement?
JS: I have started a company and I’ll be doing consulting for the paint and coatings industry.
My wife Donna is actually retiring 10 days before me, and we’re relocating from New Jersey to Florida. We have a vacation home in Pennsylvania where we will spend the summer.
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Paint Becomes the Prey
Roller and Brush Cleaner Takes a Bite Out of Inefficiency
Cleaning paintbrushes and roller covers can be a constant source of frustration. It can slow down projects and grind work parties to a crawl if buildup and dried paint are allowed to cake bristles. This can negatively affect results and hinder the efficiency of any painting job.
To combat this challenge, Paint Piranha has been designed to clean brushes and roller covers that have too much paint built up on the surface of the applicator or have become too dry to be used effectively. It also conserves water, allowing more applicators to be washed in less time and without wasting the used water.
The Paint Piranha can clean a brush or roller cover with one bucket of water or solvent if the applicator is severely caked with dried paint. The rake portion of the Paint Piranha safely removes paint from brush bristles, while the curved
roller cleaner is pulled down the length of the roller cover to clean it.
“Painters in drought-stricken areas can use this tool to conserve water, making it more than just a cleaning device,” Paint Piranha inventor Richard Junkins says. “With regular use, a painter can add one or two hours of production each day by using this product. It keeps applicators from building up with old paint, drying and requiring a stoppage to fully clean off the paint.”
The Paint Piranha is available in three varieties, including the Hobby Piranha, the Standard Piranha and the Pro Piranha. The Hobby Piranha works on just brushes, while the Standard and Pro Piranhas come equipped with a roller cleaner.
For more information about Paint Piranha, call 256-226-1451 or visit paintbrushcleaners.com
A FINISH FOR ALL
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Chalk Paint Additive
BB Frösch Chalk Paint Powder can be added to any color latex or acrylic paint to turn it into a creamy paint that has the same features and benefits of premixed chalk paint. It can be distressed the same way a premixed chalk paint can be and bonds to any surface without stripping, sanding or priming. Consumers can save paint by only applying the powder to the precise amount of paint needed for the job.
BB Frösch
702-415-5810 or bbfrosch.com
Our Rollers Make Every Painter A Pro
Our fabrics are formulated to provide maximum pickup and release –resist matting . . . ideal for the new generation of paints and coatings
We
Locking Tape Measure
The Auto Lock Tape Measurers line of tape measures by Crescent/Lufkin® automatically lock in an extended position until a release button is pressed. The measures have a Hi-Viz® orange case that raises its visibility on a job site and come in three styles: a 25-foot Standard, a 25-foot Magnetic and an 8-meter Metric. The Magnetic style has dual magnets in the end hook that are powerful enough to use as a pickup tool.
Apex Tool Group
866-907-9716 or lufkintool.com
Paint Touch-Up Tool
Spot On safeguards paint for future touch-ups. The five-layer tube is designed to store paint in an air-free environment for later use. About 50 milliliters of water-based paint can be stored and, along with the provided washable applicator, used in future jobs. It is designed for interior latex paint only. Aspen Alley Products 406-580-4643 or spotontouchuptool.com
Stepladder
The LEANSAFE™ Ladder’s top features multiple storage points for tools and accessories, while its shape allows it to be secured to wall surfaces, wall corners and wall studs. The lower rear rail to front rail connection point allows users on the ladder to get closer to their work. A secure rail latch keeps the front and rear rail connected when in leaning mode, while curved footpads prevent the ladder from marring the floor.
Werner 888-523-3371 or wernerco.com
Do you sell a product that your customers can’t get enough of? Let Paint & Decorating Retailer know about it! To submit a product that you would like to see featured in Product News, contact Chad Husted at chusted@nrha.org or 317-275-9402.
Community Relations
Making an Impact
How to Be a Force in Your Community
What type of relationship do you have with your community? You run a business, so you probably support area sports teams and town initiatives and participate in local groups. I would guess that your company is also considered a valued corporate neighbor by members of your community.
Most business owners realize that getting involved in their communities will elevate their public image and strengthen their brand awareness. A contribution to your community can take the form of donations, social responsibility and charitable causes. As a whole, these initiatives are all community relations. I would contend that community relations is an important focus for any business, but it is crucial for local and independently owned businesses.
In most businesses, community relations is an exercise in public relations since it speaks to the business’s public image. The core of community relations is about goodwill and giving back.
The one major exception to consider that makes community relations different from donations, social responsibility and charitable causes is the level of engagement with and from your community. It should be a mutually reciprocal relationship.
Take a look at how your business interacts with the community. It can be as easy as a survey asking general questions to your customers, employees and neighbors, and then trying to see your business through their eyes.
If treated with the same planning respect as other areas, community relations is a purposeful way to build a long-term relationship with your neighbors.
Is your community relations plan deliberate, and does it reflect the company’s overall strategy? Do you have an actionable ongoing plan specifically for community relations, and does it reflect your company’s mission and values?
If not, you should. Businesses that are a positive force in their communities:
• Have the trust and confidence of their neighbors.
• Improve their local areas.
• Attract and retain the best talent.
• Are seen as community ambassadors.
To be a force in your community, community relations can no longer be an add-on activity. It is an ongoing function that should be part of your core business strategy. If treated with the same planning respect as other areas, community relations is a purposeful way to build a long-term relationship with your neighbors. Inevitably, being involved in your community contributes to the bottom line.
Are you being a force in your community? If not, what can you do to become one? Your neighbors and community depend on you just as much as you depend on them to shop your operation.
Sonya Ruff Jarvis is an entrepreneur and founder of Jarvis Consultants LLC, a marketing, events and branding firm that helps businesses create innovative approaches to navigate the world of marketing. Follow Sonya on Twitter @jarvisconsult or email her at sonya@jarvisconsultants.com
The Big Picture
Across the Spectrum
Spectrum Paint Co., which operates 74 stores in eight states, is always looking for ways to give back to its local communities.
In northwest Arkansas, team members from several stores recently volunteered their time to repaint the Samaritan Community Center in Rogers. The community center provides many social services, including a cafe, a community market and more.
Photo by Jamie M. Smith Jamie M. Smith
“A representative from the center contacted me about the opportunity, and I thought it would be perfect,” says vice president of marketing and store development Gentry Stafford. “We had been looking for ways to get our employees involved and actually do the painting.”
The PPG Paints Colorful Communities program and other vendors provided paint and materials. Many spaces throughout the center received a new look.
By Karon Warren
A Colorful Evolution
Going Bold in 2019, but Retaining a Neutral Foundation
With 2018 moving into the last half of the year, paint manufacturers are already looking ahead to 2019 to determine what’s on tap regarding the new year’s color palettes. Many of those color palettes will include a specific color of the year, which most manufacturers expect to announce in the coming months. According to some manufacturers, however, don’t expect to see much change from 2018’s selections.
Photo courtesy of Kelly-Moore Paint Co.
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VOICE OF COLOR 12 FOOT DISPLAY
Beautiful color swatches, brochures and digital kiosk to make color selection easier for you retail customers.
Remaining Neutral
So far in 2018, neutrals continue to reign at the top of the color palette, with whites, tans, grays and blacks being the most popular.
“Within the neutral category, we see a strong trend toward lighter neutrals, those with an LRV, or light reflectance value, of 60 or higher,” says Mary Lawlor, manager of color marketing for Kelly-Moore Paint Co. “These neutrals are a mix of whites, tans and grays and work well with the assortment of cleaner colored home goods available in the marketplace. While I anticipate similar trends for 2019, it is possible we will begin to see a slight shift toward slightly darker neutrals and color trends as home goods move toward more muted tones.”
At PPG, that move toward slightly darker neutrals is already taking place.
“Consumers have an increasing interest in nontraditional neutrals like the PPG PAINTS™ brand’s 2018 Color of the Year, Black Flame,” says Dee Schlotter, senior color marketing manager at PPG. “This statement-making black is infused with an undertone of the deepest indigo, which evokes the privacy, hope and classic modernism that many consumers crave today.”
“It is super modern and classic at the same time. Also, in some settings, blackened hues help quiet the house against a backdrop that is filled with trees and nature.”
—Dee Schlotter, PPG PAINTS
That’s not to say end users are painting entire rooms black; rather, they are using black as a starting point for design.
“The color black is an anchor in design, meaning it grounds other complementary colors and decor items,” Schlotter says. “Whether it’s an interior door, trim, accent wall, cabinets or staircase, this black helps provide that necessary color to make the room feel designed.”
Popular uses for black include interior doors, as an accent color in bedrooms on the wall behind the bed, in bathrooms and even on the home’s exterior.
Photo courtesy of PPG Paints
“It is super modern and classic at the same time,” Schlotter says. “Also, in some settings, blackened hues help quiet the house against a backdrop that is filled with trees and nature.”
Andrea Magno, senior manager of color and design for Benjamin Moore & Co., agrees that neutrals are extremely popular right now, but those neutrals are evolving from strictly cool neutrals to cooler colors paired with some warmer options.
“This was reflected in our Color Trends 2018 palette in that there is a nice balance between warms and cools,” she says. “Balanced and welcoming color schemes for the home are expected to continue, along with greater consumer confidence in bringing darker colors into the home, for instance cabinetry painted in a rich navy blue or accents in black or charcoal.”
Gaining Attention
As neutrals continue to maintain a stronghold in the paint category, a shift toward bolder colors also is underway.
“Bold colors are emerging and will blend into 2019 as consumers accept the new look and start to apply it to their current decor,” says James Ladner, marketing and creative manager for Richard’s Paint. “Red, bolder teals, purple, citrine and sage are top color choices. Retailers and magazines are already showing the color trends, and consumers need time to react and the economy is growing, so bold colors emotionally reflect confidence.”
In fact, Richard’s Paint is focusing on bold colors in its 2018 marketing materials to challenge consumers to make a statement with a bold color that can easily refresh and energize a room, changing their lifestyle with dramatic results without great expense, Ladner adds.
Along the same vein of evoking emotions with color, Benjamin Moore chose Caliente AF-260 as its 2018 Color of the Year.
“This is a vibrant, energetic red that makes a statement when it is used as an accent or the main color in a room,” Magno says. “Paired with Caliente, we have a palette of 23 colors that range from off-whites to deeps, with a balance of colors that are warm or cool. These colors are indicative of the directional colors noted in our research that spans countries and industries, allowing Benjamin Moore to have a comprehensive view of where color is headed each year.”
The move to bold colors may be more of a slow stretch rather than a giant leap, however. “There’s still a balance with soft base tones and the new bold colors,” Ladner says. “This blend allows the consumer the opportunity to explore and have fun with painting a wall or room with a bold accent color.”
Photo courtesy of Benjamin Moore & Co.
Photo courtesy of Richard’s Paint
In the Spotlight
Each year, many paint manufacturers announce their own color of the year, but the reasons for these highlighted colors vary from company to company.
For instance, at Kelly-Moore, Lawlor says they choose an annual color of the year because of the anticipation of it in the consumer market, making the color of the year a must-have for paint manufacturers.
For Benjamin Moore, a color of the year is seen as a way to further assist customers in their paint selections.
“Naming a color of the year is important for Benjamin Moore as it is an annual opportunity to provide color intelligence and new inspiration and offer homeowners color combination ideas that they might not have considered,” Magno says. “Even if the color that a customer selects is outside of the year’s palette, it may help to send them in new direction as they are debating ways to update
Recognizing that the company influences trends as as trends influence the company, PPG develops forecasts that represent and connect consumer and preferences, Schlotter says. color trends forecast gathers information from a variety of sources and societal influences, including trends, current consumer attitudes, consumer preferences, current events, building material trends
Photo courtesy of Kelly-Moore Paint Co.
and many, many more sources,” she says. “PPG also knows that it’s not simply about one color, but rather a combination of trending colors to create an overarching and all-encompassing color story that resonates with our broad range of customers.”
Getting a Head Start
Even though most paint manufacturers do not announce their forthcoming color of the year until the second half of the current year, research into that color begins long before it will be released.
“The process begins several months in advance and begins with looking at overall color direction,” Lawlor says. “Once we determine our forecast palette for the coming year, we then offer a selection of what we think to be the most influential colors in the forecast to the design community and let them vote on a winning color.”
“Once we determine our forecast palette for the coming year, we then offer a selection of what we think to be the most influential colors in the forecast to the design community and let them vote on a winning color.”
—Mary Lawlor, Kelly-Moore Paint Co.
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“There are many factors that go into selecting the color of the year, with a large amount of global research at the forefront.”
—Andrea Magno, Benjamin Moore & Co.
In fact, researchers delve deep into many aspects related to color beyond what will look good on a wall, trim or cabinet.
“There are many factors that go into selecting the color of the year, with a large amount of global research at the forefront,” Magno says. “Through international travels, to an assessment of how color is used across industries, to a study on the social, cultural and political climate at the time, we are able to assess a variety of experiences and color examples that ultimately lead us to the color of the year. It is a lengthy process, but it also is fascinating in that the story reveals itself as we survey the many influences that impact our decision.”
Taking it a step further, the color stylists for PPG discuss societal and regional trends, as well as overarching consumer insights to determine the
following year’s color forecast, as well as the color of the year, Schlotter says.
“Color experts analyze the runway, the textile market, the tile, wood and metal markets as well as lifestyles, demographics, geographies and global and cross-cultural societal inspirations to determine what colors would resonate and represent the PPG global color forecast,” she says.
For instance, the company selected PPG PAINTS™ Black Flame as its 2018 Color of the Year for its ability to represent a variety of different events, consumer personalities and feelings that will dictate 2018 color trends across the automotive, consumer goods, aerospace and architectural coatings industries, Schlotter says.
However, in selecting a color of the year, most paint manufacturers turn to their existing colors rather than creating a new color from scratch. Kelly-Moore, Benjamin Moore and PPG all take their annual color of the year from their available colors, and previous colors of the year remain in the mix as well.
Making an Impact
Although having a color of the year seems to be a necessity for most paint manufacturers, there’s no clear picture of the impact that it has on the overall color category. For Kelly-Moore, Lawlor says the hope is to offer consumers some guidance to be on trend
Photo courtesy of PPG Paints
with their selections. Design professionals, though, indicate they are reluctant to use color of the year colors for anything other than a point of reference, she adds. “They feel that good design should reflect people and their lifestyles, not the year, as this dates good interior design,” Lawlor says.
But Benjamin Moore believes there is a more definite impact. “By announcing a color of the year, Benjamin Moore is able to bring new ideas on using color to the end user, and we are able to share the information we’ve gathered in our travels,” Magno says. “This is also an opportunity to bring forth new inspirational images and color intelligence that can then guide homeowners through the color selection process.”
Benjamin Moore does track the number of color chips pulled by customers to determine interest in the colors named as part of the palette, which could signal consumer acceptance and interest in color of the year. This information, in turn, is used in future development regarding color palettes.
“This feedback provides our team with information on the colors that have stood out particularly well, which is useful as we create other color tools, develop content for social media, and more,” Magno says. “Often, the colors that are most popular from the trends palette confirm our instincts that a color will be well-received, or sometimes there are colors that stand out more than we anticipated.”
Going Forward
While neutrals may be the current wave of the future, with some bold colors joining in, the key to remember with color is that it will continue to change and evolve. As such, it’s important to help customers choose paint colors that work for them rather than what’s hot at the moment.
“The design industry is very cyclical—colors move lighter, darker, cleaner and muddier—constantly making it difficult for consumers to keep up,”
Lawlor says. “Those with existing permanent items from one color era might find the latest color trends difficult to incorporate into their homes. It’s important for clients to choose their palettes on what they are comfortable living with and not always the trends.”
In fact, going beyond just marketing, a color of the year should be used as a tool when working with customers searching for the right color for their projects.
“Look to the color trends palette and color of the year as a way to engage with customers who are looking for new ideas for their home,” Magno says. “Instill in customers that Benjamin Moore looks at color from a longer-term standpoint than a color that may be popular in fashion. We deliberately select colors that will stand the test of time, but are also in keeping with the most prominent colors in design.”
Photo courtesy of Benjamin Moore & Co.
By Melanie Moul
An Expert Perspective on Color
A Q&A With Color Consultant
Darby Samargo
After studying architecture, art and design in North Carolina, Darby Samargo started her career in retail and store design for an architectural firm. She later moved to Denver and met James Martin, a pioneer in the color consulting field.
Martin founded The Color People, an architectural color consulting firm in Denver, and Samargo worked for the company initially in residential consulting and later transitioned into consulting for commercial properties. Samargo now owns the company.
She is also a member of the Color Marketing Group ® , an international association of color design professionals that forecasts color trends.
Paint & Decorating Retailer talked to Samargo about the differences between residential and commercial color and how retailers can be sure they meet customers’ expectations on paint and color.
Paint & Decorating Retailer (PDR): What are the biggest differences between commercial and residential property owners choosing colors?
Darby Samargo (DS): A homeowner is very concerned with curb appeal, and it’s about personal taste. They may not think immediately “How will my home sell in the future with this color?”
Commercial planning, on the other hand, is always concerned with the bottom line. Those property owners think about how the color on the building will affect retention, tenants and profits. There is a different need with that group.
Darby Samargo’s consulting firm, The Color People, takes into consideration the architecture and the historical significance of a property when deciding what paint colors to use.
PDR: What groups does your company, The Color People, work with?
DS: We work with both residential customers and with commercial customers. On the residential side, we work with small to large homes, but we built the company based on consulting for historical buildings. We’ve even dealt with historical town planning.
Currently, the majority of our work is with multifamily developments. There really is community development all over the country right now.
What’s interesting about consulting for developers is that those clients are looking at commercial and residential trends. It’s a business for our clients, the developers, but they’re always focused on the residential market they’re appealing to. For them, better colors mean more value added, which appeals to occupants. As occupancy increases, retention goes up.
We do stress to our commercial and residential clients that maybe what they see all around them and might gravitate toward is not necessarily what’s going to be lasting and sustainable. We want to put them in a position to be relevant for an entire paint color cycle, which is about a decade.
Photos courtesy of The Color People
PDR: What are the top three priorities you keep in mind when talking to consumers about color in their homes?
DS: First, understanding the tone that they are hoping to set with their color choices. They always tend to have that in their mind and believe that the home wants to take on a certain feeling. It can be different between interior and exterior.
It’s also important to get a sense of the architectural feeling of the space. The scale, the balance, the surroundings and the level of detail. We always say a little house wants to make a little statement.
Lastly, it’s important to ask our clients what’s special to them about their home, if there are areas they want to highlight or enhance with color.
PDR: If you were looking to repaint your home, whether interior or exterior, what qualities would you want from your paint retailer?
DS: I would want them to have an understanding of my needs, both in the look and appearance of the paint and also my budgetary needs. All of our clients have that as a priority.
Something retailers should always make apparent to their customers is the richness of color compared to the durability in the paint.
Something we stress to our clients is sampling. It’s really the only piece that’s going to enable a homeowner to truly visualize colors working on their home. Retailers should be supportive and understand the steps of sampling.
In our business, we don’t typically do renderings for our residential clients, and it’s really hard to see what the color will really look like on a paint swatch. We work with painters and retailers on how to sample so their customers can see the colors in combination and in scale.
For example, instead of providing a two-by-two swatch, offer a sample that is able to fit on the side of the structure in an area about four feet square. It’s important to choose an area where all the colors come together, such as the cornice, porch and gable.
Provide samples for trim, accent and body. A homeowner having the assistance of a painter or a retailer would really benefit because it enables them to visualize it in the place where it’s going to be.
PDR: Where do you get your color inspirations?
DS: I love going to local food and craft markets for inspiration. Here in Boulder, we have a lot of niche markets, and people who are putting out that design have a high level of attention to what’s moving forward.
I recently attended a music festival in Charleston, South Carolina.
It was put together by local musicians, and it was highly curated. They collected this scene of food, libation and music, and the whole venue was designed to a T. I found myself really looking around and being inspired by everything together in one space.
Music and markets are the most fun to look around for inspiration.
When consulting on color selection for commercial properties, The Color People takes into account the neighborhood, the type of business, the customer base and the longevity of color and design trends. Owner Darby Samargo says the paint color cycle lasts about 10 years.
By Todd Taber
Shining in the Lone Star State
Texas Retail Chain Uses Digital Marketing, In-Home Consultations to Grow Reputation
It’s been said that everything is bigger in Texas, and the independent paint and decorating market is no exception.
Texas Paint was founded in the Dallas-Fort Worth area in 1947, soon after World War II veterans returned to build homes and start families. The business was wellpositioned to help servicemen get everything they needed to make a house a home, and that dedication to customer satisfaction has continued throughout the operation’s seven decades of operation.
In April 2017, Louisiana-based Helm Paint and Supply bought Texas Paint, ushering in a new era of growth for the company. Joseph Long, general manager of Texas Paint, says he’s drawing on the company’s 70 years of history and counting on new services like digital marketing and in-home consultations to bring the business to new heights.
“We see great growth potential in the area and we’re excited about what the future will bring. Dallas is a booming market with 7.5 million people and it’s expected to grow for at least another decade,” Long says. “Our goal is to become one of the biggest Benjamin Moore chains in the state.”
70 Years Old and Still Growing
Long says it was important for everyone involved in the sale of Texas Paint to honor the company’s history and connections to the DFW community, the largest metropolitan area in the state. Instead of totally rebranding the company, Long says the new management team wanted to elevate the existing brand with new marketing initiatives and customer outreach.
“We wanted to capitalize on the existing Texas Paint brand but take it to the next level,” he says. “At the end of the day, everything we do centers on customer service and offering the best products and services to our clientele.”
To celebrate 70 years of operation, Long says Texas Paint held a week of special sales and deep discounts for customers. The new management focused on radio spots and digital advertising to get the word out.
Taking the business to the next level also involved opening a new location, the business’s fifth site, in Grapevine, Texas. The team bought an existing retail space and renovated it to meet the company’s needs, but Long says Texas Paint isn’t stopping there.
“Dallas is a growing city, but it’s also already a big city. To be able to reach as many customers as we can, researching smaller markets, especially in suburban areas, is really important.”
—Joseph Long, Texas Paint
“We want to grow fast,” he says. “Dallas is a growing city, but it’s also already a big city. To be able to reach as many customers as we can, researching smaller markets, especially in suburban areas, is really important.”
Long says the Grapevine staff is ready to go, and the company is in the final stages of preparation before launching a grand opening this month. The company sent out flyers to Grapevine residents advertising the new location and its grand opening.
One specific segment the company is targeting through social media and digital advertising is millennials. Long says millennials are an interesting group that, if courted correctly, could create loyal customers for decades.
“Millennials really do like niche specialty shops and independent businesses,” he says.
“We’re trying to capitalize on their interest. They may not have the biggest budgets to start out, but as their budgets grow, we hope they’ll grow with Texas Paint, too.”
The company hires an outside marketing firm to produce content for their website’s blog, another way to capture millennial interest and position Texas Paint as an industry expert. Blog topics range from color of the year profiles, an overview of the best paint rollers and brushes for projects and even articles about local charities and fundraisers the company supports.
Texas Paint currently has four locations around Dallas and Forth Worth. The company is in the final stages of opening a new location in Grapevine, Texas, to extend their customer base.
With PDRA’s Coatings Specialist Course, your staff can get the paint product and sales training they need online. They can take the course at your store, in their homes or on their smartphones. Anywhere, anytime.
For greater flexibility and convenience, the eight-
to-12 hour course can be taken in multiple settings over days or even weeks. It’s available to PDRA members and to nonmembers.
An exam is given at the end of the course, and those with a passing score receive a certificate, lapel pin and press release for your local newspapers.
Course topiCs inClude how to:
• Guide customers to the right coating
• Give instructions on prep and application
• Ensure customers have the tools and sundries they need
• Demonstrate the value of using quality products
• Recognize and resolve common coatings problems
• Advise customers on color and decorating
• Sell more paint!
For more information about the PDRA and to save money registering for this course, contact Tina Sullivan at 800.737.0107 or email tina@pdra.org.
“For the best bang for your buck with marketing, you have to be diversified. You can set new trends and get your name to new consumers,” Long says.
After a year with Texas Paint, Long says he’s most proud of the number of employees who trusted the new owners and didn’t leave for other jobs.
“I think it’s been the best outcome that we’ve just been able to grow together in this past year,” he says. “We locked arms and made promises and asked for the employees’ patience as everything settled. That’s what I’m the most proud of so far.”
Bringing It Home
Long says Texas Paint’s current customer base is about 75 percent contractors and 25 percent DIYers. In the future, he hopes to move the needle and create a more even customer distribution. One way the Texas Paint team is accomplishing this goal is by hiring award-winning design specialist Brenda Bond, who offers in-home design consultations that are quickly growing in popularity.
3 Tips for Stellar In-Home Design Consultations
Texas Paint’s design specialist Brenda Bond recommends paint and decorating retailers consider offering in-home consultations. Here are a few pointers to ensure each consultation goes perfectly.
Don’t watch the clock.
Retailers looking to offer in-home design services should look for designers with a retail background and an outgoing, people-first personality. “Some designers are just not customer-oriented, and that’s fine, but it’s not right for this position,” she says. 1 2 3
Bond began with the company last July, and she immediately set to work to build Texas Paint’s reputation for providing customer-focused in-home design consultations. She studied business in college, but always had an artistic streak she says began at the antique store her father owned. She began sewing as a young girl and often rearranged her parents’ furniture to make her design plans a reality.
“Design never seemed like work to me,” Bond says. “In my late 20s, I started designing the interiors of a few homes and that really boosted my confidence. I was born with a natural artistic ability for color, design and style. After learning more about design from college courses and designing a few homes, it really boosted my confidence.”
Bond has designed homes and boutique hotels and offers 20 years of design experience to customers. The company charges $100 for a 90-minute consultation. If customers choose Texas Paint to accomplish the design, half of the initial in-home consultation fee is credited toward purchases.
“It’s the best $100 clients are going to spend,” Bond says. “Other designers can charge around $150 an hour, so our service is a huge value and a great tool for clients to get personalized advice.”
Texas Paint advertises 90-minute in-home consultations, but Bond says she doesn’t keep a close eye on the time. She prefers to let each consultation take as long as it needs to ensure her customers are satisfied with her work and with Texas Paint’s products and services.
Let the customer take the lead with budgets.
Bond works with all types of clients, from millennial homeowners on tight budgets to older homeowners who are ready to completely renovate their living space. She suggests letting homeowners explain their vision and let conversations about budget follow from those cues.
Hire the right consultant.
Design specialist Brenda Bond helps Texas Paint customers feel comfortable with their design and color options through in-home consultations.
In clients’ homes, Bond introduces the full breadth of Texas Paint’s products and services. She reviews paint, wallpaper, furniture, drapery and upholstery options to help clients achieve a space they’re proud to call home. Bond says this connection with customers strengthens Texas Paint as well.
“Through this service, we can build direct relationships with customers. They know we’ve given them good advice and then they choose us to supply their materials. It’s beneficial for clients and Texas Paint,” she says.
Bond says that trends in Texas run the gamut. Some homeowners prefer extremely Western-inspired designs, while others want super traditional looks for their homes.
“There’s a variety of styles here in Texas, and I’ve worked with them all,” she says. “A lot of designers have one look. If you want your home to look a certain way, you go to this specific designer. But I’ve learned to design however the customer wants. Whether that’s traditional, contemporary or Old World, I can make it happen. There’s no single trend in Texas, but I like that because it keeps me on my toes.”
Bond says that the level of service and information in-home consultations provide can’t be replicated
within a store. She says that often, customers are more relaxed and receptive to new ideas when working directly with a designer in their own homes. In-home consultations also provide a number of practical benefits, she says.
“Lighting is the biggest benefit. A store can never reproduce a home’s natural lighting, so seeing colors directly in the room where they will be used is a huge advantage. We can see the floor, the furniture and every other aspect of a room that will influence the design,” she says.
Bond says the biggest challenge she faces is handling customers who have expensive tastes but limited budgets. Still, she draws on her 20 years of professional experience to find a solution.
“I have to get them to a level where they’re happy with the result and the price,” she says.
“In that case, I try to find a similar alternative— we’ll explore different resources that are similar to what they had in mind originally.”
Bond has completed roughly 50 in-home consultations so far this year, helping customers see their homes in innovative, striking new ways while expanding Texas Paint’s reach home by home, client by client.
At Texas Paint’s five locations, customers in the Dallas-Forth Worth area find a helpful staff willing to help them achieve the perfect space.
By Diane Franklin
Brushes With Greatness
Manufacturers Provide Paintbrush Recommendations for Beginners and Pros
On any given day at a typical paint store, employees are likely to encounter a variety of customers asking the same question: “Which paintbrush should I use?”
Depending on the type of paint or coating the customer is using and the project they’re taking on, paint and decorating retailers know that the answer to that question will vary.
The answer also depends on the customer who asks it. Inexperienced DIYers or novices in the painting profession will need more guidance from retailers, whereas seasoned painting professionals will know what paintbrush they want to use in most situations.
Even in the case of the experienced painter, however, it’s smart customer service to have a conversation about the various options available. Sharing product knowledge helps make sure professional customers aren’t using the same brush out of habit without considering the newer brushes on the market.
Professional painters will appreciate retailers who introduce them to a painting tool they’ve never tried before and end up loving.
Given the number and variety of paintbrushes on the market, it’s important for paint store operators and employees to educate themselves on the tools that meet the needs of various users in a broad spectrum of projects.
Paint & Decorating Retailer asked leading paint applicator manufacturers to describe their ideal paintbrush for the following two scenarios:
• A brush they would recommend for beginners to use in a standard painting project.
• A brush that pro painters find invaluable in their work—and why the pros like it so much.
As you address the needs of your full spectrum of customers, consider this feedback straight from the source. Use these manufacturers’ answers as guidelines when steering your customers toward the paintbrushes that will work best for them for the projects they are taking on in their own homes or for their clients.
To give your sales team an extra boost in product knowledge so they can give accurate information to your customers, visit pdra.org/education to see the training programs that are available though the Paint and Decorating Retailers Association. Resources for associates of all levels are ready to access online, from new team members on the salesfloor to veteran employees behind the paint counter. Courses include the Coatings Specialist program and the Trainer’s Toolbox, which is full of quick lessons to brief your team on everything from selling skills to product trends.
See the sidebar on Page 46 for additional tips on how to prepare your customers with the right tools.
Corona Brushes Inc.
BEGINNER
“For a professional painter who is just starting out, there’s no reason they can’t begin using the same brush that experienced pros use. One brush recognized as an overall excellent tool is our Cortez™ This angular sash brush, part of our Red-Gold™ Nylon/Polyester blend series, has a medium flex, works great with all paints, interior and exterior, and in all seasons.”
PROFESSIONAL
“The Excalibur™, part of our Performance Chinex® series, has a firmer flex than the Cortez™, excels with both oil and latex paints, is great for use with today’s high-tech coatings and features outstanding cleanability. The Vegas™, part of our Champagne Nylon™ series, is super soft and great for interior fine finishing while applying interior latex flat, eggshell and semi-gloss paints, and hybrid waterborne-alkyd enamels as well as water-based clear finishes. Painter preference is always key to selecting the right brush for each job.”
Ben Waksman, president, Corona Brushes Inc.
Nour Trading House Inc.
BEGINNER
“The Brilliant Finish brush is excellent for beginners. The brush has a firm flex, which supports the hand’s stability when cutting in a straight line. Secondly, the brush is sold at an excellent price point, yet can perform at a level of brushes that go for double the price. Lastly, the brush is versatile and functions well with a wide variety of paints with different viscosities.”
PROFESSIONAL
“The Tradition Medium Flex is a brush that pro painters rely on because of its precise edging and exceptional flow. This brush is constructed to have a great balance between coverage and finish. It releases just the right amount of paint while laying down a smooth, nonstreak finish.”
—Nour Fleifel, sales associate and project manager, Nour Trading House Inc.
Prove Paint Quality Right Before Your Customer’s Eyes
Drawdown kits now available from the PDRA
Use these kits for making draw down paint sample cards from fresh paint using draw down paint sample cards. Kit includes 8” metal drawdown bar (machined to deposit precisely three mils of paint), 10” x 12” Clipboard and 50 drawdown cards. Join PDRA today and save! For more information or to order this product, contact Tina Sullivan at 800.737.0107 or email tina@pdra.org
Premier Paint Roller
BEGINNER
“ Premier recommends our new Montauk™ Nylon/Polyester ‘Made in the USA’ brush for something that will be reusable for a long time. The DuPont filament blend is durable and versatile, working beautifully on nearly every painting project a DIYer will encounter. The tool is easy to control and provides a beautiful finish with all sheens of paint. It is also easy to clean, making it a great choice for a beginning painter.”
PROFESSIONAL
“ Our Riverdale™ Chinex® brush with The DuPont Chinex® filament provides incredible control and holds and releases a tremendous amount of paint. The filament also provides a very consistent, firm feel in all weather conditions and can be used with all paints and stains. Professionals appreciate the ease at which these durable brushes clean up. When properly maintained, they can last for years.”
—Carl Rumpf, vice president of sales, Premier Paint Roller
Pro Roller Co.
BEGINNER
“A great brush for beginners is a 2-inch angular sash brush made with a mix of polyester and nylon filaments that has a wooden handle. The Elite brush from T.S. Simms, which Pro Roller distributes, fits the bill. The mix of polyester and nylon filaments works with today’s paints, picking up and releasing coatings well. The angular slant of the brush helps the novice trim easily around windows, doors and baseboards.”
PROFESSIONAL
“The one brush that professional painters really find invaluable is our Renaissance brush. It is an oval-shaped angular sash brush made of a blend of polyester and nylon filaments. Because these are a firm blend, the Renaissance is perfect for use in today’s low-VOC paints. The firm filaments and oval shape allow this brush to work especially well as a trim brush.”
—Tom Niehoff, vice president, Pro Roller Co.
Purdy
BEGINNER
“I recommend the Purdy Clearcut Elite for beginners because it’s an ultra-stiff brush that provides precision when cutting in around molding, trim, ceilings and corners. Clearcut Elite brushes work with all latex paints and primers, even the low-VOC coatings that are becoming increasingly popular. The unique blend of filaments provides the ultimate performance and washability, making the brushes last project after project when properly cared for.”
PROFESSIONAL
“Purdy XL brushes feature our iconic copper ferrule and offer the perfect blend of nylon and polyester filaments to create the ultimate finish, whether using with paints or stains and interior or exterior projects. We just launched the latest addition to this line, the XL High Capacity. It offers the same benefits of the XL brushes, but with added production due to a stadium-shaped ferrule. These brushes reduce the need to go back and forth to the bucket, which gets the job done faster so pros can complete more jobs in less time.”
Marcelo Orchon, product manager, Purdy
The Wooster Brush Company
BEGINNER
“ First-time painters should feel less intimidated with a Wooster Silver Tip ® paintbrush in their hands. The soft tipping on Silver Tip brushes does a great job of laying off paint really well. I wouldn’t suggest a beginner start with anything larger than a 2-inch brush. In fact, some beginners also prefer to start with a thin angle sash brush to make precision painting even easier. ”
PROFESSIONAL
“ Professional tools should offer great production, control, precision, durability, easy cleanup and even value; those reaching for a Wooster Chinex ® FTP ® paintbrush won’t be disappointed. Chinex FTP brushes have added stiffness and a fuller, softer, Wooster-exclusive tip for increased paint release with less drag. ”
Chuck Cline, brush development and manufacturing engineer, The Wooster Brush Company
Work Tools International Inc.
BEGINNER
“We invented The Wedge™, and it’s designed to carry a long bead of paint in a straight line. A contractor will be able to paint straighter and longer with this brush, and a homeowner will be able to paint a much better line. This brush allows a pro to paint faster, and it allows DIYers to paint like a pro. It’s a good crossover item.”
PROFESSIONAL
“This product is not a brush, but it provides great versatility for a variety of painting scenarios: Work Tools’ Mini Roller 10 Pack With Frame. Like The Wedge, it’s a product that homeowners will appreciate as well as professionals because they not only get a pro-sized pack but also a frame. We came out with a 10-pack of rollers, and we package it in a clamshell with a free frame. It never hurts a contractor to have another frame, and this package gets DIYers enough rollers along with the frame.”
—Tom
Typrowicz Jr., vice president of sales, Work Tools International Inc.
3 Questions to Ask Before Your Customers Buy
Whether the customer walking into your store is a professional or a new homeowner ready to tackle their first project, asking questions is a core element of customer service. Be sure you ask the following questions before proceeding with a sale.
What are you working on today?
The best first question to ask isn’t “Can I help you?” but rather, one that gets to the purpose of your customer’s visit. Finding out details of customers’ projects right when they walk in will allow your team members to lead the customers to the right aisle or area of the store. It also helps lead into the next set of critical questions.
What are your goals for this project?
Maybe they’re staining a new bench as a surprise gift for their spouse or they just want to learn a new skill. Even if the answer is “Because I want a new color in my living room,” knowing what your customer is looking to get out of the project will help you get them everything they need to get the job done right without a return trip to the store.
Have you used this product or tool before?
Once you’ve covered the basics and you’re recommending a coating or an applicator, find out what the customer’s experience with it is before you let them leave to tackle the project. If they’re unsure how to ask for help, asking this question will give them the opportunity and will give you the chance to share your expertise.
Prepping for Outdoor Projects
4 Tips to Get Your Customers Ready for the Season
June is a great time for consumers to begin tackling their summer to-do lists and outdoor paint projects. By now, their spring landscaping projects have been completed and the backyard is primed for entertainment.
Soon customers will flood your aisles on missions to repair chipped and peeling paint in their window and door casings, stain their decks and fences, spruce up patio furniture and improve their homes’ curb appeal. Your entire staff will need to be ready to answer
questions and help each customer find the tools and finishes they need. Here are four creative ways to get your staff prepped for the summer shopping season.
Get Hands On
A common exterior trend that is expected to continue to grow in popularity this summer is boldly painted exterior doors. Pinterest is bursting with dramatic photos of front doors painted shades of vibrant blue,
sunny yellow, bold red and other eye-catching hues. But as paint and decorating retailers know better than anyone, dark and bold colors require more effort to apply properly. Help your team understand the application process for the entire rainbow so they can better relay it to your customers. Give your staff a hands-on experience by jumping on the trend yourselves. Retail stores need a summer spruce up, too, especially well-used entryways and front doors. Make it a fun learning experience by handing over brushes and putting your team to work on a bold new look for the front of your store.
Teach to Learn
After hands-on learning, one of the best ways to tackle a subject is to teach it. Owners and operators don’t have to rely solely on management to train staff on the latest product knowledge. Assign each team member a new product or project to research and let them teach the other associates the application steps, tools and techniques and share important innovations of the task. Giving your team the freedom to explore something they are interested in will boost morale, create a well-rounded staff and get everyone prepared to help the next customer, no matter their question.
Host Regular Learning
When it comes to discovering product information, it’s always more reliable to get it straight from the source. Take advantage of the many online resources available from paint, stain and accessory manufacturers, and host a viewing party for demonstration videos that relate to new products, common projects and specific customer needs. Consider scheduling viewing time for videos and educational resources during daily onboarding check-ins or during staff meetings.
Create Project Guides
Another valuable training tool for staff meetings is a project guide. There is nothing more frustrating for customers on a supply run than to get home to discover they forgot a critical element required for completing an important outdoor project. Retailers can minimize this frustration by putting together project guides for team members that include product lists for common summer projects, like repairing peeling paint or staining decks. Staff members armed with project lists will not only better serve customers, but they will also be more likely to increase transaction sizes and add-on sales.
PDRA Now
Success at the Show
The Paint and Decorating Retailers Association hosted the PDRA Paint & Accessories Show at the 73rd annual National Hardware Show®, May 8-10.
For decades, the PDRA has attended the show to connect with vendors, manufacturers and independent paint and decorating retailer attendees.
“Attending this annual event is an educational experience for us as well as retailer attendees,” says PDRA CEO LeAnn Day. “It is crucial for us to be engaged on a national level with the industry. Attending this event
ensures we are delivering the current trends and changes in the industry to our members. Being at the National Hardware Show is a vital part of how we serve retailers.”
During this year’s event, the PDRA and the National Hardware Show delivered the 10th annual PDRA scholarship to Donna and Jerry Keim, parents of this year’s winner, Jeremy Keim.
Association representatives also spent time visiting with retailers and manufacturers in their booth and took time to meet with industry supporters on the show floor.
Check out the activity from the event here and mark your calendars for next year’s National Hardware Show, May 7-9, 2019, in Las Vegas to be sure you don’t miss the excitement.
1. The National Hardware Show presents an opportunity for the PDRA to connect with companies that support the independent paint and decorating industry. PPG is a sponsor of the PDRA Education Initiative, which helps fund networking and training programs for independent retailers. PPG representatives Joe Smith (left) and Aimee Peters stopped by the PDRA booth to show their support for the industry.
2. The PDRA made its home in its booth on the show floor. Visitors could learn more about training programs, Paint & Decorating Retailer magazine and other initiatives the association promotes.
3. Retailers, manufacturers and vendors joined the PDRA in the booth on Wednesday afternoon for a networking reception.
4. Retailers Donna and Jerry Keim (third and fourth from the left), owners of Keim’s Paint Center in Rock Island, Illinois, accepted the 10th annual $5,000 PDRA scholarship on behalf of their son Jeremy. Learn more about Jeremy in the May edition of PDRA Now.
5. Out on the show floor, attendees visited hundreds of booths in the paint and accessories section of the show, searching for new products and forging new relationships.
6. During the annual event, the PDRA spends time meeting with retailers, vendors and industry supporters to continue learning how to create programs that benefit the independent retailer and lift up the entire industry.
You Have Green Options
It was such a thrill to attend the National Hardware Show® to see many innovative paint products, especially those with a green tinge, no pun intended. Eco-friendly and low- or no-VOC products are now the standard throughout the consumer coatings industry for many products, rather than the anomaly.
Most major paint manufacturers have gradually been moving to lower VOCs for the past decade or so. Companies that care about VOCs also tend to incorporate positive environmental practices throughout their businesses, from materials sourcing to their waste stream. But some products have gone above and beyond the green call of duty. Here are several of the products I was able to find on the show floor and have used in my own painting projects.
Solving a Problem
Evolve Paints started with a simple question—why is so much old paint sent to the landfill or left to spoil in garages? The owners “evolved” a simple method to recycle leftover and mismixed paints through a special filtering and blending process. Evolve Eggshell Latex is offered in a dozen standard colors and can be special-ordered in custom tints for large projects. At approximately half the cost of comparable paints, it is a win-win for consumers and the planet. Having used it myself, I can attest to its excellent coverage and durability.
From Waste to Wonderful
Another standout in the green coatings movement was launched as a collaborative project between farmers, furniture-makers and the University of Vermont to find a use for certain byproducts in the cheesemaking industry. Vermont Coatings created PolyWhey®, which substitutes eco-friendly whey proteins from cheese waste for the oils and chemicals found in traditional interior and exterior wood finishes. Vermont Coatings then worked with local distilleries to create a sealer from the juniper berries that are a leftover in the ginmaking process. The result is Penetrating Water Proofer Infused With Juniper, a lasting, beautiful outdoor deck finish that is safe for people, pets and the environment; plus it’s incredibly durable.
Blasts From the Past
Heirloom Traditions Chalk Paints emit little to no VOCs. Their water-based formulas are nearly odorless, making them ideal for indoor decor projects. Created from natural ingredients, even the containers are made from recycled plastics. Heirloom Traditions All-in-One Chalk Style Paint
Andrea Ridout presented at the North American Retail Hardware Association All-Industry Conference at the National Hardware Show about her experiences as an independent retailer.
blends a built-in bonding primer and wax for the time-conscious consumer in 12 luscious colors. Based in Louisville, Kentucky, Heirloom Traditions products are USA-made.
Another classically inspired grouping is Color Atelier, a small-batch paint and plaster selection available in a striking palette of colors, each with hand-crafted depth and texture. The paints, plasters and sealers are mixed with natural, timeless artisanal tints that can be hand-polished to create a wide variety of unique matte and metallic finishes.
Join the Green Team!
As eco-responsible retailers, it’s exciting to be able to support manufacturers that are striving to save the planet and to make environmental responsibility a part of their everyday business practices. You can also help guide your customers to make more earth-friendly choices while still offering the quality and durability that they have come to expect. Go green!
Andrea Ridout
has owned and sold three award-winning hardware companies and has hosted home improvement and environmental radio shows. She now consults with retailers to help them grow and market their businesses. Learn more about Ridout at askandrea.com
With PDRA’s Customer Service Specialist Course, your staff can get the service training they need online. They can take the course at your store, in their homes or on their smartphones. Anywhere, anytime.
For greater flexibility and convenience, the seven-
• Explain the advantage of dealing with an independent paint and decorating store
• Greet customers and gain their trust
• Ask questions to determine customer needs
to-10 hour course can be taken in multiple settings over days or even weeks. It’s available to PDRA members and to nonmembers.
An exam is given at the end of the course, and those with a passing score receive a certificate, lapel pin and press release for your local newspapers.
• Match your products to customer needs
• Sell add-ons
• Close transactions
• Compete against the big box stores
• Develop better telephone skills
• Deal with difficult customers
For more information about the PDRA and to save money registering for this course, contact Tina Sullivan at 800.737.0107 or email tina@pdra.org.
By Karon Warren
Staying in Touch
Fluid Management’s Success Linked to Achievement of Retailers
With roots that date all the way back to 1937, Fluid Management in Wheeling, Illinois, made its mark in the retail paint industry by its ability to manufacture and supply dispensing, mixing and service support solutions for retailers throughout the globe. Along the way, the company built a reputation for providing quality products and delivering unrivaled service.
A key component for Fluid Management’s success is the company’s commitment to the independent sector.
“The independent retailer is a key channel of the paint industry,” says Chris Flaska, vice president of sales and marketing of the Americas for Fluid Management. “These retailers operate with an entrepreneurial spirit and offer a high level of personalized customer service. Their unique product offerings to both professional and DIY customers
aren’t often available through other supply channels. Fluid Management believes it is important to support these retailers with products and services that meet their specific needs to remain competitive in the marketplace.”
To further strengthen its relationships with independent retailers, Fluid Management has developed and tailored its programs and equipment packages to specifically fit their requirements. The company recognizes that a paint retailer’s needs can differ from those of adjacent industries, like hardware stores. “We design our programs to match the profile of the retailer whether they are small or large, established or poised for growth, servicing the DIYer or focused on the painting professional,” Flaska says.
For instance, Fluid Management’s new Preferred Partner Care Program, or PPCP, aims to help retailers protect their investment in their paint equipment. “This program provides independent retailers with peace of mind that their equipment
is covered from unexpected downtime or repair costs,” Flaska says. “PPCP is an affordable option that ensures customers’ paint equipment is running optimally throughout the year.”
In addition, Fluid Management strives to help independent retailers long after the sale with self-service capabilities, remote diagnostics and troubleshooting, video tutorials and 24/7 technical phone support. “Fluid Management is committed to helping retailers protect and get the most from their investment to ensure maximum equipment lifespan and performance,” Flaska says.
In turn, Fluid Management relies on independent retailers to help the company stay in tune with changing needs in the marketplace. “We want to be viewed as equipment consultants who are listening to the specific needs and challenges a retailer may have and share recommendations that best overcome those difficulties,” Flaska says. “Our relationships with independents not only grow our business, but they also help to drive innovation. By focusing on the independent retailer, we continue to refine and develop new products to meet the needs of the market.”
One such example is the company’s X-SMART® product, a low-cost automatic dispenser with features and self-serviceability suitable for lower-volume applications that have historically used manual tinters for dispensing. “Like many technologically driven businesses, we focus on creating products and support tools that are designed to be user-friendly,” Flaska says.
Another example is responding to the demands placed on retailers by evolving zero- and low-VOC colorants. “These products have created new opportunities for retailers, but have presented them with a different set of challenges when dispensing colorants,” Flaska says. “We have made significant investments toward enhancing our current product portfolio and introducing new products that will continue to meet and exceed the demands of these colorants.”
Likewise, Fluid Management has experienced tremendous growth in automated tinting by independent retailers, seeing what was once considered an optional product for retailers evolve into a “must-have” service in order to remain competitive. “Our goal is focused around developing products that deliver on expectations and also meet the budget needs of the retailer to enable the adoption of automation, particularly for the first time,” Flaska says.
To meet its goals, Fluid Management remains committed to improving as an organization, taking nothing for granted and strengthening its relationships with its independent retailers. “We understand the hard work and sacrifice independent retailers put forth to run a successful business,” Flaska says. “We respect that above all else. We’ve talked a lot about how technology, innovation and product development are key to our relationship in supporting the independent retailer. We will continue to expand in this area by gaining further insights and feedback from our customers relative to their specific needs for tinting and mixing equipment.”
Fluid Management products, like the X-SMART® (top) and Accutinter 7000HS, provide independent paint retailers the tools they need to provide the proper tinting abilities customers demand.
Calendar
OCTOBER 1-5
ArtFusion
At ArtFusion, a leading trade show and conference for decorative finishers, painters and artists, attendees can bolster their professional credentials and network with industry peers.
For five days in Estes Park, Colorado, attendees will benefit from a range of instructional workshops led by leading industry professionals. Sessions include custom cabinet renovations, concrete work, Italian plaster, texture finishes and much more. The event’s third day is devoted to an expo where manufacturers and vendors can connect directly with attendees. Attendees will also receive insight on how to create a compelling professional website and pose for professional headshots. Registration is now open for attendees and vendor partners. Learn more at artfusionevent.com .
JUNE 5-7
NACE Bring on the Heat® Conference Westin Houston, Memorial City Houston both.nace.org
JUNE 11-13
NeoCon The Merchandise Mart Chicago neocon.com
JULY 10-16
The Atlanta International Gift & Home Furnishings Market AmericasMart Atlanta americasmart.com/markets
JULY 23-25
Home Textiles Sourcing Expo Jacob K. Javits Convention Center New York bit.ly/HTSES18web_Reg
JULY 29-AUGUST 2
Las Vegas Market Summer 2018 Las Vegas Market Las Vegas lasvegasmarket.com
SEPTEMBER 8-9
PACOA Fall Dealer Market Fitzgerald Gymnasium, Queens College Flushing, New York pacoa.com/events
SEPTEMBER 12-14
Shop.org The Venetian Las Vegas Las Vegas shop.org
If you would like your event included in this list, email Renee Changnon at rchangnon@nrha.org with the date, location and a brief overview of your event.
BFinish
Painter Up
enjamin Moore has history with America’s favorite pastime. The Montvale, New Jersey-based paint company is the Boston Red Sox official paint supplier, which means Benjamin Moore hues are seen throughout the Red Sox home, Fenway Park.
“Benjamin Moore® is helping fans bring the monster home with The Fenway™ Collection,” the company says in a statement. “Celebrate the famed Boston Red Sox with five colors that every fan has come to know and love.”
The colors on the walls, baselines and other areas throughout the park include Baseline White, Boston Blue, Boston Red, Foul Pole Yellow and Green Monster™ Green, a hue that gets its name from the park’s iconic scoreboard, which is still changed by hand, according to ABC affiliate WTNH.
Painting the 106-year-old park is a significant responsibility, WTNH reports. The news station recently went behind the scenes with the park’s painter, Bob Devlin. He has been working at Fenway for nearly 30 years.
“We take great pride in trying to keep this whole ballpark pretty nice,” Devlin says in the article.
The Fenway Collection was launched in 2014, according to the paint company. In addition to creating the color line for the Boston-based team, Benjamin Moore has developed color schemes for fans of other teams in its Sports Colors Collection. Fans of the Chicago Cubs, the Kansas City Royals and the New York Yankees can get in on the fun, too.
This year, the company also honored the Golden State Warriors basketball team with their own collection.
