Wallcoverings are back, and they’re becoming a top choice for younger homeowners who want to add texture and visual interest to a space without picking up a paintbrush. At Bloomington Paint & Wallpaper in Bloomington, Indiana, color consultant Laura Brzegowy helps customers choose what’s right for their homes. Discover how to get started in the category, and dig into why wallcoverings have come back full force.
The Big Picture
For five years, Siskiyou Golden Fair organizers have hosted a contest called “Paint the Fair” to garner excitement for the annual community event in Yreka, California. This year’s winner was recently announced. Mother Barbara painted the winning painting for the third year in a row, and her work will be featured throughout the fair.
The Best of Both Worlds
Similarly to paint and coatings over the last several years, caulk and sealant manufacturers have implemented new technologies to make products easier to use and faster to set. As the products advance, the tools used to dispense caulks and sealants must match up. Find out what’s new in caulks and sealants and how caulking guns are keeping pace.
A Look at Leadership
What does it take to be a leader? How can independent retailers identify the emerging leaders on their staff? Paint & Decorating Retailer consulted two PDRA board members who are retailers to share their thoughts on what it means to excel in an independent business and how to develop leaders to ensure the longevity of the industry.
Departments
6 Viewpoint
Dan Tratensek says taking action one step at a time can keep you on track.
8 Industry News
IPG earns an Energy Star award for its commitment to eco-consciousness.
14 Product News
The Rung Rack keeps tools right where you need them.
20 Column: Social Media
Learn how to make your next Facebook post go viral from social media expert Crystal Vilkaitis.
48
Coverage
If you’re brainstorming ideas on how you can increase customer count this summer, follow the steps in this guide for in-store promotions.
50 PDRA Now
The 10th annual PDRA Scholarship Award winner has been chosen. Learn more about Jeremy Keim, whose parents, Jerry and Donna Keim, own and operate Keim’s Paint Center in Illinois. Also, check out the new Best Practices Corner for ideas and insights into creating added value for your customers.
54 Industry Profile: Absolute Coatings
Absolute Coatings remains focused on continually improving its efficiencies and making quality products for independent retailers.
56 Calendar
The show season doesn’t end with the National Hardware Show®! Check out a buying market this summer and plan ahead for the fall.
58 Finish
Sacks Paint co-owner Robert Davidson explores the world, but doesn’t leave the business in Dover, New Jersey, too far behind.
On the Cover
Laura Brzegowy, color consultant at Bloomington Paint & Wallpaper in Bloomington, Indiana, is committed to finding the right wallcovering for any customer who walks in the door.
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.
The healthiest weeks in most people’s lives are likely the first two weeks of a new year. You’ve just come out of the feeding frenzy of the holidays. You’ve set your New Year’s resolutions to eat better and exercise. You’re feeling pretty good about yourself. For a couple of weeks.
Unfortunately for most of us, there is the gradual backslide into watching a little more TV than we should, eating a few more cookies than we should and maybe having a beer or two when we shouldn’t.
So, why am I bringing this up well after the “healthy window” has closed?
Because I notice the same phenomenon in business. You go to an event like the PDRA Paint & Accessories Show at the National Hardware Show®, you get re-energized seeing all the new products, talking to other retailers and learning how you can take your business to the next level.
When you get back from the show, you’ve got ideas about how you can change the course of your business and you are eager to take action.
For a couple of weeks.
Just take one idea and put it into action in your business. Once you’ve accomplished that, try another. After all, small changes can make a meaningful difference.
Just like with the post-holiday health push, the day-to-day grind of running your business starts to distract you from your best-laid plans. Shifts need to be covered, orders need to be processed, invoices need to go out. I have a suggestion. When returning from a show with great ideas, don’t try to implement them all at once. Don’t use your newfound enthusiasm to “change the course of your business.”
Simply make one positive move. Implement one thing you learned. Put one plan into action.
Just like it is unrealistic to go from swilling eggnog and shoving cookies in your mouth to running three miles a day and only eating broccoli, you have a much higher chance at success if you don’t try everything at once.
So, that’s my challenge. Just take one idea and put it into action in your business. Once you’ve accomplished that, try another. After all, small changes can make a meaningful difference. But you still may want to cut back on the cookies.
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
Melanie Moul
Renee Changnon
Association Coordinator Tina Sullivan tina@pdra.org
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
Committed to Green
Intertape Polymer Group Receives Energy Star Award
For nearly a decade, Intertape Polymer Group has been committed to reducing its energy use, saving more than $5 million from energy management since 2009. The company has been named a 2018 Energy Star ® Partner of the Year — Sustained Excellence, which recognizes IPG’s continued focus on reducing its carbon footprint.
On its website, IPG outlines the following strategic plan to reduce its energy use across all of its facilities.
IPG shares energy management best practices with Energy Star industrial partners to help track energy
use and encourage other organizations to be mindful of their energy.
IPG acquired three new manufacturing plants and brought them into the corporate energy management program.
Company representatives participate in speaking engagements to promote Energy Star resources throughout the industry, and they participate in national and community engineering organizations.
Last year, IPG’s plant in Carbondale, Illinois, was awarded its third Energy Star Challenge for Industry for reducing energy intensity by 31 percent.
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
HERO Announces New Sales and Marketing Exec
The HERO Products Group, a division of I.C.T.C. Holdings Corp., announced that Glen Knowles has been appointed senior vice president of sales and marketing, Americas. Knowles is well-known in the coatings industry, with over 20 years of experience in sales and marketing, including 15 years in the paint and coatings industry. He most recently served as vice president of sales and marketing for Sherwin-Williams in the Diversified Brands Division for Canada.
“I’m pleased to announce Glen in HERO’s most senior role in sales and marketing,” says HERO president and chief operating officer Steve Balmer. “Glen has a proven record of facilitating long-term business relationships with both customers and industry partners. His strong winning attitude and personality are assets that will complement and enhance HERO’s ability to meet the needs of our customers as we continue to provide quality, innovative color technology and support to the industry.”
CUSTOMER RELATIONS
Ace Hardware Launches Color-Creation Contest
Earlier this spring, Ace Hardware retailers across the country hosted customers in-store for the hardware cooperative’s first-ever color-creation contest.
On Saturday, March 24, customers hand-mixed new colors and gave them unique names at Neighborhood Paint Parties in Ace Hardware stores around the country.
All the colors that customers created will be entered into a nationwide contest. Starting May 30, consumers will have the opportunity to vote on the top 25 paint colors on Ace’s social media platforms. The color with the most votes will be named Ace’s 2019 Color of the Year.
“For the first time, we’re giving consumers the chance to create and name Ace’s Color of the Year, which will allow us to interact with them in a whole new way, both locally and nationally,” says Julie Elrod, paint business manager for Ace Hardware Corp., in a press release. “We’re excited to have our neighbors create custom colors they would want to see in their own homes.”
The customer who developed and named the winning color will win a $1,000 Ace gift card.
Retailers could also host a local competition and name a Local Color of the Year.
Glen Knowles
Work Tools International Celebrates 30 Years
What began in 1988 as a solution to one contractor’s problem has become a staple in the paint industry. Thirty years ago, Tom Typrowicz Sr. was working as a teacher and a painter as a second job, but he consistently found a hole in his tool lineup.
“I saw an opportunity to create more efficient and higher quality tools that professionals could utilize,” Tom Sr. says. “I wanted to help them get the job done faster.”
Enter the Whizz mini roller. At the time, mini rollers with fabric on the sides didn’t exist in the market. Tom Sr. says he knew a tool like that could help painters work faster because they could cut into a corner without needing to frame a room.
Tom Sr. was his own first customer, using the Whizz mini roller on his own job sites. He took the rollers to a local paint store and sold from a three-foot section. Today, Whizz Professional produces more than 1,000 SKUs and can be found in more than 6,000 retail locations in North America.
“The Whizz Roller pretty much revolutionized the industry,” Tom Sr. says. “Before you would have to use a 9-inch roller. Some DIYers are intimidated by a 9-inch roller, so it changed the way you can apply paint, especially at the that level.”
In only 30 years, the company has demonstrated its ability to key into the products that professionals need to perform their jobs at the highest level. As the paint market has changed, Work Tools has advanced its tools to match.
“We’ve adapted the fabrics of our rollers to advancements in paint and coatings,” Tom Sr. says. “We’ve also expanded the program to address a broad base of needs, whether it’s a unique surface, weather conditions or application method.”
Work Tools International welcomes feedback from customers, too.
“When paint contractors call, we listen to their ideas,” Tom Sr. says. “When they make sense, we try to pursue it.”
In addition to expanding its product line to accommodate advancements in paint and coatings and customer needs, the company has also acquired businesses that work within the Work Tools brand. In 2015, Work Tools acquired brushmaker Elder & Jenks, which has been in operation since the 1700s.
“As we continue to innovate, we are focused on growing our brand and bringing tools to the job site that work,” vice president of sales Tom Typrowicz Jr. says.
The company already has a large presence throughout North America and is developing strategies to go international, with focuses on Western Europe and South America. While Work Tools International has plans to grow, the Typrowiczes aren’t inclined to forget where the company started.
“The independent channel is very important to our business,” Tom Jr. says. “Our idea was to make professional quality tools, and the independent retailer connects us with those customers. If their customers are happy, they’re happy and we’re happy.”
Stay Safe Up There
At Dangerous Heights, Keeping Every Tool in Reach Is a Must
Working at great heights is part of the job for painting professionals. The need to reach taller areas can often put these individuals in dangerous situations, especially if it means using a two-handed applicator like an extending roller. This leaves a painter relying solely on their footing to maintain a safe posture on the ladder.
Rung Rack is a product that can ensure painters avoid risky situations. This tool is made of steel and designed to insert into the D-rung of extension ladders and comes with a removable sleeve to fit ladders of all sizes. The product then becomes a ready-made storage attachment for a multitude of painting tools, from buckets and rollers to tape rolls and brushes.
“Ladder safety is a huge problem for professional painters and ladder falls are a leading cause of injury and death on job sites. The Rung Rack was designed to provide painters
with a safer working environment while also increasing productivity,” says Ezra Pucci, developer of the Rung Rack.
The ladder addition is built on three tenets: faster, stronger and easier painting. The bucket stabilizing design and paint roller frame holder allow painters to keep their most used tools within easy reach, leading to more efficient painting.
The bucket-stabilizing system also keeps the handle of the bucket from interfering while painting. By having it secured to the ladder and easily accessible, painters can maintain a grip on the ladder while still accomplishing their jobs.
The Rung Rack fits on 20-, 24-, 28- and 32-foot extension ladders and can serve both left- and right-handed users. It can hold tools like a spray gun, roller frames, masking machines, caulking guns, tape rolls, gear bags and more. For more information, visit paintmanindustries.com
Wood Sealer
Internal Wood Stabilizer is a clear, 100 percent nontoxic wood sealer that will permanently waterproof wood. Two coats on bare wood will make wood dense enough that it cannot absorb water within hours. The wood will weather to a silver color and remain stable and rot free.
Timber Pro Coatings
888-888-6095 or timberprocoatings.com
Water-Based Paint Additive
FLOOD ® FLOETROL ® is a latex paint additive designed to improve flow and leveling of water-based paints. The product reduces brush and roller marks and wear and tear on spray guns. It restores faded, weathered fiberglass and inhibits rust on metal surfaces.
PPG Industries
800-321-3444 or flood.com
Floor Cover
Ram Board Painter’s Board ™ protects against paint, water, mud and more using Spill Guard ® technology. It is 100 percent developed with nonstaining, natural materials. Painter’s Board is thicker than red rosin paper and its 35-inch width fits doorways and halls. It is available for retail in packs of four and nine.
Ram Board 855-848-8678 or ramboard.com
Zero-VOC Paint
Natura has zero VOCs and zero emissions making it suitable for children’s rooms, living rooms, dining rooms, bedrooms and foyers. Natura has met or exceeded some of the strictest industry environmental standards to earn Benjamin Moore’s Green Promise® designation, including CHPS and MPI Green Performance™ and it is certified asthma- and allergy-friendly.
Benjamin Moore
855-724-6802 or benjaminmoore.com
Professional Floor Coating
The RockSolid Professional Polycuramine coatings are 20 times stronger than traditional epoxy floor coatings and have 24-hour drive-on times. The coatings are impact- and chemical-resistant and are low-odor and VOC-free. The extreme gloss finish comes in gray, dark gray, mocha and clear. Each kit can cover up to 1,000 square feet. Rust-Oleum 866-765-4474 or rustoleum.com
Graffiti Remover
TSW2 Multi-Master is a graffiti remover that works on most surfaces and can safely remove graffiti and stains consisting of spray paint, permanent marker, inks and more. TSW2 has been used by cities, schools, property managers, convenience stores, painters and homeowners. It is low-odor, biodegradable and compliant for regulations in the U.S. and Canada.
This Stuff Works 800-447-2334 or tswwarehouse.com
Staining Brush
The Wooster Bravo Stainer™ with 100 percent white China bristles delivers a smooth result with oil-based products. The brush is also available with a bristle/poly blend for all stains, waterproofing sealers and wood toners, whether water- or oil-based. Both bristle types are available in a 2 ¾-inch size with removable hardwood handles for attachments.
Wooster Brush Co. 800-392-7246 or woosterbrush.com
Wood Stain
DEFY Extreme 40 Wood Stain is a synthetic-resin, semitransparent wood stain formulated to create a high level of durability. DEFY Extreme 40 Wood Stain effectively protects the wood from the harmful effects of the sun with zinc oxide particles that reflect damaging ultraviolet rays. The stain is available in six semitransparent colors: Natural Pine, Cedar Tone, Light Walnut, Redwood, Driftwood Gray and Butternut. It also comes in a clear finish.
SaverSystems
800-860-6327 or defywoodstain.com
Utility Knife
The OLFA® rubber-grip utility knife has a wraparound, anti-slip grip and curved finger stop designed to provide better handling during precision cuts. The handle is chemically resistant to paint and maintenance, repair and overhaul environments. It features a built-in pocketclip and blade snapper tool. The knife can be used for skilled cuts on vinyl, window film and wallpaper as well as shrink wrap, caulking, foam board or other materials.
Corelle Brands olfa.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.
NEWMODELS
Leading Technology at the Best Value
response to users’ demand and market trends for more efficient POS paint equipment,
Guest Column
Social Media Success
Catching Clicks
5 Steps to Going Viral on Facebook
After Facebook announced in January that fewer business posts will be shown unless they trigger meaningful conversation, it feels much harder to get people to see and engage with what I post for my company, Social Edge. On average, only about 1 to 6 percent of the people who like your business page see your posts organically (for free). These days, retailers need to be strategic with what they’re posting on Facebook. Nostalgia on the Square, a gift shop and client of ours, made the Social Edge team dig deeper into what makes posts reach viral success on Facebook. This research led to a recipe that other retailers can try for their businesses.
Before going viral, Nostalgia on the Square had about 2,300 Facebook followers. That size is typical for many independent gift shops and teaches retailers that they don’t need tens of thousands of followers to achieve viral success.
Nostalgia on the Square’s original post advertised that it would soon be adding a Hallmark Gold Crown store in its business. The post garnered 345 shares, 679 post reactions, 186 post comments, and in total, reached 22,000 viewers. Most importantly, it drove foot traffic straight to the store.
Lara, owner of Nostalgia on the Square, took the following steps to see her post go viral and capture customers’ attention.
1. Post relevant content. Knowing your customers is critical to social media success. By posting content that directly engages them, they’re more likely to see your posts in the future because Facebook’s algorithm rewards posts that generate interaction. This applies to not just Facebook but other social sites like Instagram and Twitter, too. The content that you post to your social media should support your business goals and be relevant to your customers.
2. Post consistently. Nostalgia on the Square posts multiple times a week to stay top of mind. It shares new product arrivals, events, tips and more. Posting consistently gives your business page a better chance of having people engage with it. Consistency truly is one of the top components to being successful on social.
3. Use ads to promote every post. I recommend paying a small fee to promote every post to your local followers simply because the people who like your business want to hear from you. If you pay to promote your posts to people who like your page and live within your community, you’ll spend less on ads compared to trying to reach people who have never heard of your business, which costs more.
4. Use ads to build local and page awareness. In addition to advertising to its local followers, Nostalgia on the Square also promoted its posts to its local audience using different ad options on Facebook. Using multiple ad types helps increase community awareness and creates fresh content to build not only exposure, but a local, relevant audience.
5. Post exciting news. The final step was posting something exciting. The company’s big news was the spark that ignited success. Nostalgia on the Square had an announcement: It was bringing back Hallmark Gold Crown to the area, and it was the hero! You don’t need a big announcement to go viral. Even product videos have had online success. Nostalgia on the Square could have posted the exciting news without the other four steps I listed, but they wouldn’t have seen the same staggering results. Consistently posting relevant content and using a variety of ad types builds momentum to capitalize on when you have a big announcement or exciting news to share, which just might go viral!
This article originally appeared on the AmericasMart blog. It has been reprinted with permission and was edited for style and fit.
Crystal Vilkaitis
is an expert on social media in the retail industry. As the owner of Social Edge™ (socialedge.co), Crystal has worked with thousands of retailers to help them save time, gain confidence and increase local exposure, foot traffic and sales.
The Big Picture
A Community Affair
In 2014, the Siskiyou Golden Fair in Yreka, California, discovered a contest from the 1960s called “Paint the Fair.”
The planning committee decided to revive the contest to encourage community participation in the fair and capitalize on the hidden talents that were likely part of the community.
The “Paint the Fair” contest encourages community members to submit artwork depicting the Siskiyou Golden Fair. For the last five years of the contest, artists throughout the community have submitted paintings that represent what the fair means to them.
The contest brings in many talented artists throughout the Siskiyou Golden Fair community.
In a recent press release, Cliff Munson, CEO of the Siskiyou Golden Fair, says the contest is “well-received” by the fair enthusiasts and attendees.
The 2018 winner, Mother Barbara of the Convent of St. Elizabeth in Etna, also won in 2016 and 2017. The title of her painting honoring this year’s event is the same as the theme for the event: “The Heart of Siskiyou.”
The winner of the annual Paint the Fair contest receives $500, and their painting is featured on the cover of the Siskiyou Golden Fair exhibitor handbook. The winning artwork is also featured on fair posters, and fair attendees have the opportunity to see it on display during their visit to the fair.
By Diane Franklin
Partners in the Process
New Technologies Enhance Caulks and Sealants While Caulking Guns Match Pace
There aren’t many home improvement projects that can be completed with just one tool or product. For the painter, it’s the paint along with the brush or roller. For the carpet installer, it’s the carpet along with a knife and a half-dozen other tools. Caulking follows the same logic. Paint & Decorating Retailer explored the partnership between the advancements of caulks and sealants and how caulk gun manufacturers are keeping up.
Caulks and Sealants
From windows and bathtubs to drywall and tile, caulks and sealants are literally the glue that helps connect dozens of elements within a structure.
As manufacturers continue to address changes in adhesive technology, while also managing environmental regulations and listening to customer needs, their products advance.
Read how leading manufacturers stay focused on creating the best products so your customers can keep building.
Advancements in caulk and sealant technology have led manufacturers to improve many features of their products, including application conditions, odor control, quick cleanup and more.
Product Improvement
Thanks to advancements in technology that enhance performance, productivity, durability and appearance, today’s caulks and sealants get the job done. Retailers should keep abreast of developments to ensure they are bringing their customers the best the category has to offer.
“Advanced sealant technologies and formulas, such as hybrids, urethanized anacrylics and advanced waterborne technologies that offer the performance features of silicone, latex and polyurethane, are growing,” says Jennifer Johnson, group product director of DAP Brands at DAP Products Inc.
Johnson adds that there is an increased use of advanced sealants that offer higher-performance features, including all-weather protection and strong adhesion to all types of building materials—everything from composites to traditional substrates such as fiber cement, vinyl, aluminum, wood and metal. Plus, there is increased demand for sealants that have the ability to fill larger gaps—up to 3 inches wide—without cracking or losing adhesion.
“Users are also seeking long-lasting, durable sealants that can stand up to the wear and tear of the elements without breaking down,” she says.
In the professional market, Johnson sees a trend toward better productivity, characterized by such key product features as fast paint and rain-ready times; application in lower temperatures and on wet or damp surfaces; easy gunning for less fatigue; low odor; and quick water cleanup.
Hybrid technology has also made its way into the construction adhesive category, Johnson says.
“Demand for construction adhesives with better instant grab continues to grow as professionals look for products that can hold surfaces together instantly, especially with vertical applications like interior molding.”
Another trend for caulks and sealants is the growth of acrylic formulations. “Acrylic latex caulks are now much more environmentally benign than they were 15 or 20 years ago because they contain much less volatile organic compounds (low-VOC) and air pollutants,” says Morton Jones, director of caulks and adhesives research and development at Gardner-Gibson Inc.
“New technologies in acrylic polymers over the last several years have allowed acrylic sealants to close the gap on silicone, hybrid and polyurethane technologies,” says Alan Crupper, vice president of marketing at Red Devil Inc. “Improved adhesion, less shrinkage, better durability, easy cleanup and phenomenal elongation are benefits the end users are noticing.”
Caulks and Sealants
Red Devil’s LIFETIME® Ultra 230 Premium Elastomeric Acrylic Latex Sealant is a prime example of these improvements. “Our top-performing acrylic sealant is growing in popularity among paint contractors and homeowners alike,” Crupper says.
Ray Heck, vice president of marketing for M-D Building Products and Tower Sealants, likewise sees the market trending toward acrylics. “We’ve made a decision to move our business toward the water-based and acrylic platform,” he says. “All of our products are formulated from acrylic resins, water, calcium carbonate, titanium dioxide and all the additives that give each of our products a different attribute.”
Because acrylics have improved significantly over the last several years, their acceptance in the construction market is growing. “The usability of water-based products has changed significantly,” says Heck. “They previously have been seen as somewhat inferior in the construction world, which has been dominated by polyurethanes and silicones.”
The perception of acrylics is changing fast, given the increase in products that perform well in the construction environment. Heck reports that professionals see value in using environmentally compliant, low-VOC products that offer easy cleanup on the job site. “We’re starting to see more LEED projects and projects that require environmental-compliance declarations, so there’s more use of acrylics in the construction world than ever before,” he says.
Tower Sealants meets this demand with its flagship product, Tower Tech2, a urethane water-based acrylic with exceptional elastomeric qualities. “Tower Tech2 has the ability to stretch up to 800 percent and has a 99 percent recovery rate,” Heck says. “Every building in which a sealant is going to be used is a dynamic application, so there’s going to be movement—whether it’s from earthquakes, settling, wind load or the temperature differential between metal and concrete—so the sealant has to be formulated to withstand all those forces being exerted on it.”
Heck points to yet another trend occurring in the market—which is to create high-performance, high-efficiency products for the professional painter. “We spend a lot of time fine-tuning formulations specifically for the pro painter market,” he says. “Everything we develop is designed and suited to bring productivity, product excellence and an easier, more durable, long-lasting product to the pro painter today.”
As environmental requirements on construction sites have shifted to be more eco-conscious and consumer desires are changing to match, caulk and sealant formulations have shifted, too. Many products on the market today are acrylic-based to meet environmental specifications.
Product Attributes
Key product features for caulks and sealants include extreme flexibility and strong adhesion to a variety of surfaces, which help the product withstand constant expansion and contraction caused by weather and seasonal fluctuations.
DAP®
• Dynaflex Ultra Advanced Exterior Sealant is ideal for windows, doors, siding and trim. The product features innovative Weather Max™ Technology for long-lasting, all-weather protection. This product is available in white, clear, beige, clay, iron gray and dark bronze.
• DAP Dynaflex® 800 Advanced All Weather Sealant and DAP Dynaflex 920® Premium Exterior Elastomeric Sealant can be applied to wet or damp surfaces. Dynaflex 800 cures in 24 hours and is paintable in just one hour.
Gardner-Gibson
• Gardner® A7 is a premium-quality elastomeric acrylic. The product performs in areas that may experience movement and offers good water resistance.
• Gardner® A5, appropriate for caulking areas that may experience some slight movement, and Gardner® A3, formulated for caulking areas with no movement, are siliconized acrylics latex caulks. Both are designed to be painted over, offer excellent adhesion qualities for interior and exterior applications and meet or exceed ASTM C834.
Sealant should be UV- and fade-resistant, rain- and paint-ready and be able to be color-matched. Review this list to be sure you have the products in stock that meet your customers’ varied needs.
Red Devil
• Lifetime® Ultra230 Premium Elastomeric Acrylic Latex Sealant is a high-performance, multipurpose sealant featuring a unique formulation that provides maximum durability on a variety of substrates, both inside and outside. It is paintable and includes HomeShield Antimicrobial Protection to guard against mold and mildew. The product is appropriate for such uses as window and door frames, siding, trim, baseboards, subfloors, countertops, sinks, tubs and vents.
Tower Sealants
• Tower Tech2 features DuPont Kevlar aramid fibers that give it outstanding tensile strength. The product can adhere to a wide range of substrates, including metal, glass and masonry; is suitable for both painted and unpainted surfaces; and can be used across a wide spectrum of interior and exterior applications. The product’s resin system is internally plasticized, which gives the product long-lasting flexibility, reduces dirt pickup, and keeps the surface from experiencing plasticizer bleed-through.
Caulks and Sealants
Selling and Marketing Advice
Because all products are not the same, Johnson advises retailers to direct customers to products that are formulated specifically for the job at hand.
“A common misconception is thinking all caulks and sealants are the same or can be used for any application. That’s not true, as there are many different grades and classes of caulks and sealants,” she says. “It’s best to use a sealant specifically formulated for the application, such as a window, door and siding sealant. You don’t want
Getting to the core of your customers’ projects by asking questions is another way to lead them to the right product for their task.
to use a painter’s grade caulk for this type of job, as it’s not designed to stand up to the demanding application. Typically, the best product for the job is a higher-grade formula. These sealants can be more expensive, but will deliver better long-term results.”
Johnson says that a color-coding category approach—e.g., red for kitchen and bath; blue for windows, doors and siding; teal for paint, trim and all-purpose; and green for specialty projects—helps guide product selection. “The clearer we can make the category stand out, the faster the consumer can make the right selection for their project,” she says.
Getting to the core of your customers’ projects by asking questions is another way to lead them to the right product for their task, says Jones of Gardner-Gibson.
“A simple question to ask customers who nee help is, ‘What areas need to be caulked?’ A DIYer may be looking to economize when it comes to caulking, but if exterior durability is needed, then choosing the lowest cost product won’t pay off.”
It’s important to use the right caulk or sealant for the project. Be sure to ask customers questions about their project, such as if it’s indoors or outdoors, to ensure they leave the store with the appropriate product.
Caulks and Sealants
For in-store merchandising, Jones advises retailers to adopt the good-better-best product offering and to be knowledgeable about the products at each performance level.
“Retailers should familiarize themselves with the features listed on the label of each product. If more information is needed, anyone can check the Gardner-Gibson website for technical and safety data. Informed retailers can confidently recommend products to a contractor, who can then choose the caulk that best fits their project.”
Crupper says Red Devil provides many options for merchandising its products.
“We like to visit the stores and make recommendations based on the content and store layout to maximize the value per square foot. We also like to concentrate on the customer base of the specific store or chain of stores to ensure we display enough information for the consumer to make the right decision, while being careful not to cause confusion with too much detail. We also participate in local advertising in newspapers and social media to help drive customers to the stores.”
Heck agrees that social media engagement with customers is important, and Tower Sealants has seen a record number of DIYers and next-generation
professionals connecting through the company’s social media pages. In addition, Tower Sealants makes it easy for customers to contact them if they have a question about product usage.
“We encourage anyone who has a technical question to email us,” Heck says. “Those emails go to key personnel within our organization. Typically someone will answer within two hours, though many times we provide an answer immediately.”
Heck says it’s also important to engage customers when they enter the store, which is why Tower Sealants works with individual retailers to ensure their in-store merchandising and planogram is well-suited to their customer base.
“We’ll do customized signage, provide literature and provide POP that will help guide customers to the correct product for their application,” Heck says.
Additionally, the company helps retailers educate customers about the attributes of its product line by conducting in-store product knowledge training sessions, going out on job sites and providing free product samples.
“We have a liberal sampling program so contractors can experience all of the features and benefits of our products,” Heck says. “Our best salesperson is what’s in every tube.”
Consumer education starts in the store, which is why companies like Tower Sealants are sure to provide in-store training, on-the-job training and additional resources to retailers.
Caulking Guns
What is a technologically advanced caulk or sealant without the right equipment to dispense it?
To stay current with the qualities that consumers and professionals say they need from adhesives, caulk gun manufacturers are continually ensuring their tools can complement new features, such as comfortable grip, smooth dispensing and more.
Setting up your customer for success means making sure you have the right tools in stock. Caulk gun manufacturer Newborn recommends explaining to customers the added benefit of spending just a few more dollars on a high-quality gun.
Gunning for a Quality Caulking Job
If you want customers to be satisfied with their caulking project, be sure to guide them toward a quality caulking gun. Caulk gun manufacturers help you put the emphasis on quality with their latest product offerings.
“Quality overall is getting better, except in the low-end, off-the-shelf imports,” says Tom Allen, director at Dripless Inc. “U.S.-based manufacturers are offering more features in general. It is no longer necessary to accept a poorly made, feature-poor caulk gun because there are many better alternatives on the shelf.”
Allen says there are a variety of ways to assess a caulk gun’s quality. “Mid-range guns should always have features like a nozzle cutter and a clean-out poker. They should be made of heavier gauge steel and perform reasonably well for extended use,” he says.
The thrust ratio is stronger in mid-range guns than low-end guns, Allen says, which helps alleviate fatigue and avoid work-related injuries to the wrist, fingers and hand.
“Higher-end guns tend to have advanced features, like rotating barrels and some sort of ‘flow-stop’ feature,” Allen says, noting that Dripless was the company that introduced the original flow-stop “dripless” feature.
The challenge for caulk gun manufacturers is to differentiate at the point of sale between the $2.99 gun and the $8.99 gun, Allen says. “The bottom line is simple: The low-end gun lacks any of these features and causes problems for the end user while the higher-end gun, because it has advanced design features, delivers solutions.”
Following the Pack
Trends in caulk have an impact on trends in caulk guns. For instance, Tyler Hippen, sales and marketing coordinator for Newborn Brothers Co. Inc., observes how growing usage of 20-ounce sausage packs has had a significant impact.
“As more material becomes available in 20-ounce sausage packs, the need for a good sausage gun continues to grow,” Hippen says. “Sausage pack popularity has risen due to cost savings and waste reduction. As a sausage pack is used, the foil is compressed until the user is simply left with a small foil packet—much smaller than an empty 10-ounce cartridge. To keep up with a hungry market, Newborn has recently launched a new elite-level sausage gun unlike any other—the 820AL.”
The 820AL has several unique features, such as a dual-composition trigger grip, metal front and back caps,
Caulking Guns
aluminum ladder hook and protective trigger housing. “All of these features are coupled with a high 22:1 thrust ratio, making thicker products easy to dispense,” Hippen says. “Another advantage is that the model 820AL comes with the equipment to accept 10-ounce cartridges and bulk-load material as well.”
Newborn’s other new addition is the 290, an elite-level cartridge gun. “The added benefits to the 290 are a dual composition trigger grip, protective trigger housing and a high 22:1 thrust ratio,” Hippen says. “This gun accepts 10-ounce cartridges and is built to last.”
Dripless has several mid-range contractor-grade guns, including ETS2000, CH200, SH200 and CR200, all of which have cutters and pokers and the power to gun painter’s caulk and some adhesives.
“The thrust ratio on these guns is around 12:1, as opposed to the standard 5:1 thrust ratio of a low-end gun,” Allen says. “They are built to last through many years of hard work. In addition, the ETS2000 is made of advanced composites and is about half the weight of a similarly featured metal gun. The lower weight helps the professional when gunning all day to fight fatigue.”
The higher-end guns in the Dripless lineup—which include the ETS3000, SI300 and ETS9000—have all of the features of the mid-range gun and more. “They also have a higher thrust ratio and are used mainly with higher viscosity products like thicker silicones, mastics and polyurethane adhesives,” Allen says.
All of these high-end guns have a feature to switch off the dripless function and push product continuously, Allen adds. “This feature is handy for the contractor who sometimes has to push thick materials and doesn’t want the flow to be interrupted. They can switch the ‘dripless’ function back on when going back to typical gap fillers and sealants.”
Going to Market
Allen urges retailers to stop selling the sub-$3.99 guns. “They cause nothing but problems, and your customer will not thank you for selling them that tool. Offer the full-featured Dripless C150 as the low-end gun. Many customers will simply buy the lowest-priced caulk gun offered, and you might as well sell them a decent gun at a price that is just a small step up.”
Dripless provides retailers with sell sheets, shelf-talkers and videos that can be used to help upsell customers to a higher quality gun.
Hippen likewise urges retailers to emphasize quality. “Many users seem to think that buying a cheap caulk gun saves more money than buying a high-end gun. However, they do not factor in that they are spending more time and energy while using an ‘economy’ gun.”
To upsell to a higher-quality gun, Hippen suggests playing up the durability factor. For example, explain to customers how one high-end model will outlast multiple economy models. “We have found that it can be difficult to convince a user to take the step up,” Hippen says. “But once they try it, they will never go back.”
Having a quality caulk gun can make the difference between a job that’s done and a job that’s done right. Manufacturers say being knowledgeable about the features a caulk gun has can help retailers lead customers to the right tool.
By Melanie Moul
Driving Sales Up the Wall
How
Wallcoverings Can Pack a Punch
As trends in home decor come and go, there will always be paint and color. But for some people, changing out their wall color isn’t enough to satisfy the look of visual interest and texture they’re trying to achieve. That’s where wallcoverings fit the bill.
The wallcoverings on the market today aren’t the tedious wallpapers that previous generations wrestled up and scraped from the wall. Instead, ease of use has become a priority, in addition to meeting the decor needs of modern homeowners.
At Bloomington Paint & Wallpaper in Bloomington, Indiana, wallcoverings have been a core part of the business since it was founded in 1928. In the business’s 90 years, there have only been three owners. The current owner, Brad Night, purchased the business from his grandfather in 2000, who purchased the business from his brother-in-law in 1978.
Paint in the name comes first, and a majority of the company’s business comes from paint, but Bloomington Paint & Wallpaper is the only special-order wallcoverings store in Bloomington.
“We used to compete with big-box stores in the area more than we do now,” says color consultant
Laura Brzegowy. “Their library was always very small. Now, at least locally, Menards has done away with wallcoverings, and Lowe’s may have a few books, but you need to order it, which is what we do, but our selection is larger.”
Brzegowy has been the color consultant at Bloomington Paint & Wallpaper for 11 years. Her primary role is managing the wallcoverings department of the business.
“I came into this through new construction,” she says. “I picked out all the finishes for the inside and outside of homes.”
As concerns about layoffs in the construction industry peaked, Brzegowy left her job during the Great Recession in 2007 for the Bloomington business, thinking the change would be temporary.
“I did not think I would stay. It never occurred to me that I could keep my mind busy,” she says.
“In construction, my fingers were in all different kinds of pies. Now this is a narrow focus, but it’s great.”
In just over a decade since joining the company, Brzegowy has received her interior design certification and studied with color expert Maria Killam in Vancouver.
“There will always be a small market for ‘grandma’s wallpaper,’ but there are a lot of cool things available now that certainly weren’t here when I started.”
—Laura Brzegowy, Bloomington Paint & Wallpaper
“I was born with a good eye, but it takes more than that to work in wallcoverings and paint,” she says. “I think our customers find it reassuring that I have credentials behind my name.”
Trending Younger
A decade is a long time in the home decor industry. Trends shift quickly, and as another generation reaches adulthood, preferences in design and usability evolve.
Brzegowy has seen the shift firsthand in wallcoverings, and while the product itself has changed, so has its primary audience.
“Most of the customers who come in today for wallcoverings are in their 30s, and I find it so interesting that there is a new generation who isn’t afraid of it,” she says. “I remember what it was like to strip your house and what a pain it was. The industry has been able to shed the negative vibes and pull in a younger generation.”
As the wallcoverings industry has taken notice of the needs and desires of younger consumers, the products have shifted, too.
At Bloomington Paint & Wallpaper, wallcoverings have been a staple since the company opened for business in 1928.
“There will always be a small market for ‘grandma’s wallpaper,’ but there are a lot of cool things available now that certainly weren’t here when I started,” Brzegowy says.
The material itself has also changed to meet the needs of consumers with a greener focus.
Brzegowy notes that renewable fibers like grasscloth and cork appeal to her younger customers who are more eco-conscious.
While these products are meant to have a more natural look, they can also be printed on, which allows for a broader range for customers who want eco-friendly products with a unique look.
“Although grasscloth was meant to look natural, I’ve seen it in really bold colors, like royal blue and acid green. It also comes in metallic finishes,” Brzegowy says. “With cork wallcoverings, I’ve seen floral prints on top of it, which gives it a rich texture as well as a pattern.”
While eco-friendliness checks a box for many younger consumers, these products earn their spot because they are easier to put up and take down than wallcoverings from even a decade ago.
“These wallcoverings have arrows that show where the repeat in the pattern is, which really helps people who have never put up wallpaper before,” she says. “These products are geared toward younger people.”
Another ease-of-use trend includes peeland-stick wallcoverings. Brzegowy sees these products appeal to even younger consumers, including students living in dorms and renters who aren’t allowed to paint.
“These products really appeal to people who want to add to their space, but aren’t allowed to permanently change them,” she says.
“The peel-and-stick products come down in one sheet, and they don’t leave any marks or residue on the walls.”
When it comes to prints and textures, Brzegowy says wallcoverings manufacturers are going international to appeal to millennials.
“Brewster has a wallcoverings line called A Street Prints that has a variety of patterns geared toward younger consumers,” she says. “They’ve got Bohemian, Asian-inspired and Nordic prints.”
A newer print type that Brzegowy thinks will foster demand is wallcoverings featuring designs that mimic French impressionist art.
“Seabrook launched an art-themed line that looks very much like Monet,” she says.
“These prints are geared toward those who want something bold and different that is more like art, but not necessarily just a framed piece of art.”
Customers who want to make a wall-sized statement with wallcoverings aren’t left behind. Brzegowy says Brewster’s Komar line features incredibly realistic murals.
“They’ll take pictures of flowers or succulents and blow them up so they’re wall-size,” she says. “You can have a whole wall of a hydrangea. These wallcoverings offer texture, color and interest that you can’t get through paint.”
With younger consumers demanding textured and patterned focal points throughout their homes, one has to wonder how these trends developed. Brzegowy has an idea.
“What people don’t realize is that these trends are all around us. We aren’t necessarily picking up on it consciously because it’s not something we’re looking for, but it’s on our TV shows, in our magazines and in our movies,” she says. “Somebody out there is working hard to bring wallcoverings back, and they’re doing it through our entertainment. They’re placing them in spots that people have high access to.”
Another piece of the puzzle, Brzegowy says, is that wallcoverings appeal to people who want that additional layer of visual interest.
“Wallcoverings add to a space well beyond what paint can do, with color, design and texture,” she says. “It’s more visually compelling, and it’s easier than painting a pattern.”
Color consultant Laura Brzegowy earned an interior design certification to enhance her ability to help customers.
Drawing Them In
As the only specialty wallcoverings retailer in the area, Bloomington Paint & Wallpaper already attracts customers who are seeking those types of products. But Brzegowy does what she can to convert those who are unconvinced.
“I want people to realize that wallcoverings are very versatile,” she says. “I’ve had people leaving the store sneer at the wallpaper area, but I’ve chased them out the door, brought them back inside and showed them how cool it really is.”
One of the benefits her department has is that it’s the first thing customers see when they enter the store.
“Merchandising is very important for a successful wallcoverings department,” she says. “We reorganized the store when we discontinued a paint line several years ago. When we moved them out, we expanded the wallcoverings area and installed bookcases that enclose the area.”
The original Bloomington Paint & Wallpaper location was in downtown Bloomington, right on the square, but in 2005, the operation was bursting at the seams in only 3,500 square feet. Owner Brad Night designed a new building on
the corner of a main thoroughfare in town. The new building doubled the space and features large windows in two stories that let natural light into the store.
In the wallcoverings department, Brzegowy knew taking advantage of the vertical space would allow for creative merchandising.
“We hang wallpaper on the wall above the bookshelves to draw attention to the department,” she says. “When we get new books in, I pull from those to highlight what’s trending.”
The business has several hundred books in stock, which Brzegowy says is part of their reputation as the premier wallcoverings retailer in the area.
“We’ve got a little bit of everything,” she says. “We have enough options that we can appeal to a diverse group of people.”
Having a well-stocked and visually appealing wallcoverings department helps bring in customers who weren’t there for wallcoverings initially.
Brzegowy says customers who are waiting on paint to be mixed often find their way over.
“I definitely have people coming in for paper, but we’re a destination for that,” she says.
The wallcoverings department at Bloomington Paint & Wallpaper has several hundred wallpaper books in stock that feature a variety of patterns and textures to appeal to the customers who come with specific needs.
“For people who don’t know what we have, they see this plethora of books and a few patterns on the wall. While they’re waiting on their paint, they’re looking at books, and they start asking, ‘Where can I put this? What can I do with that?’”
Chalk paint is also a high traffic driver for the business, and customers who come in looking for it will find the merchandiser right inside the front door in the wallcoverings area.
“That is strategic,” Brzegowy says. “Chalk paint is very popular, and it attracts the DIYer who is interested in beautifying furniture. All they have to do is look up and see wallpaper. Chalk paint tends to be something women come in looking for, and wallpaper attracts a similar customer base.”
“It’s helpful if you can have someone with a design or color background working with wallcoverings. That background can help lead you into the right designs for customers.”
—Laura Brzegowy, Bloomington Paint & Wallpaper
Covering a Department
While not every retailer has such a large wallcoverings department or can dedicate a full-time staff person to the category, Brzegowy says having someone knowledgeable is a significant advantage.
“It’s helpful if you can have someone with a design or color background working with wallcoverings,” she says. “That background can help lead you into the right designs for customers.”
Another high-priority quality for Brzegowy is curiosity and excitement about wallcoverings.
“Whenever we get new books in, I can’t wait to look through them,” she says. “Having someone on your team who is constantly asking, ‘What’s in those books? Where have I seen that before?’ can be a valuable asset.”
When Brzegowy first started at Bloomington Paint & Wallpaper, the wallcoverings books came with reference catalogs so it was easy to find the paper a customer was requesting. The catalogs don’t exist anymore, so Brzegowy created her own.
Brzegowy makes time to look through new wallcoverings books as soon as they arrive to the store. She says having someone on staff who is curious about new trends and new designs can help any retailer build customer interest, too.
“You want to instill as much confidence as possible in your employees so your customers will have confidence.”
—Laura Brzegowy, Bloomington Paint & Wallpaper
“You either need that in your brain, or you need to do it yourself,” she says.
For retailers who are interested in getting into wallcoverings but are concerned about the cost of setting up a library, Brzegowy says each company offers options.
“It’s important to have some kind of library,” she says. “They don’t need to go as big as what we have, but we’ve been doing this a long time.”
Brzegowy says some companies offer payment plans, whether it’s paying per book or a monthly fee. Many companies will offer discounts to help new retailers build margins in the department, she says.
Research is also vital when setting up a department. Brzegowy recommends retailers go online to see what patterns and books appeal to them.
“You want to make sure you’re getting stock in what you think you can sell, but also that you’re excited about,” she says. “The more excited you are about wallpaper, the easier it is to sell.”
Although Brzegowy is the only member of her department, she understands what it takes to train someone who knows nothing about wallcoverings, because she received a lot of hands-on training.
“When I started, I knew nothing about wallpaper,” she says. “I wrote a manual for myself, everything from day-to-day business to how to measure. Understanding how to measure and figure out how much a customer needs is critical.”
As a way to get inside knowledge about the industry when she was new to the store, Brzegowy relied on the experts. When she first started at Bloomington Paint & Wallpaper, she invited designers to the store to talk to her about the designs that appealed to them.
“We had several professionals who hang wallpaper come in,” she says. “They not only talked to me about hanging, but they also taught me what I needed to know to advise my own customers. If someone walks into your department and can tell you don’t really know what you’re talking about, it hurts their confidence, too. You want to instill as much confidence as possible in your employees so your customers will have confidence.”
Although she’s the only staff member in the wallcoverings department, Brzegowy has support from the other associates.
The Drive to Lead
Retailers Discuss Their Unique Leadership Strategies
How are you leading your employees? How are your team members connecting with customers, boosting sales and continuing to learn about the industry?
Paint & Decorating Retailer magazine recently spoke with two independent retailers to learn how they view their roles as leaders and what they’re doing to motivate their teams to excel each day.
Craig Bond, president of Tommy’s Paint Pot in Eugene, Oregon, says his best employees go the extra mile whenever possible. Lesley Davies-Baptista, general manager and vice president of Paint Fair in Freeport, The Bahamas,
says she is grateful to have a team that is naturally driven to succeed. Bond is the chairman of the PDRA board of directors, and Davies-Baptista is the southern region director.
Both leaders agree that the PDRA has a full suite of tools designed to educate managers and employees alike.
From the introductory Train the Trainer Guide which empowers managers to start a formal training program, to sales tools designed specifically with the needs of independent retailers in mind and a full range of additional resources, you can find all of the association’s tools and resources at pdra.org.
Photo By Keen i Media
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
Paint & Decorating Retailer (PDR): What qualities do your best employees exhibit every day?
Lesley Davies-Baptista (LDB): I’d say one of the most important qualities I see among my employees is the drive to be better: to learn about what’s new, asking the customers more questions, talking with management about challenges or opportunities. Essentially, just not resting on what is already being done. Also, actively engaging the customer to build a relationship with them and provide solutions that they can walk out the door with. Our best employees don’t wait for the customer to say what they need. Instead, they go to them, helping them with color, asking questions about their issues and giving the best possible advice. Our best employees don’t want one-time customers.
Craig Bond (CB): It seems simple, but my best employees aren’t just on time. They show up for work early, with time to get their game face on, so when they step out on the floor in front of a customer they are at 100 percent.
My best employees also act like owners. We believe the store associate standing face to face with a customer has the most information on solving a potential problem or guiding the interaction in a way that exceeds the customer’s expectations. When the problem is potentially larger than one person, we collaborate rather than escalate, trying to solve the problem in front of the customer.
PDR: When you’re looking to add a new team member, what’s the first thing you look for during an interview?
LDB: Personality is big with our team. An outgoing, professional demeanor is one of the first things we look for when interviewing. A great personality, though, only gets you so far, which we have learned the hard way throughout the years. So, perhaps even more important is whether the applicant will do whatever is necessary to get the job done. Are they flexible and seem willing to learn a variety of tasks? Do they seem like a team player? Are they sincere and realistic about what they can do?
At Tommy’s Paint Pot locations in Oregon, the staff knows that exceeding customer expectations is the bare minimum to running an efficient, client-focused independent paint store.
Photo By Jack Liu Photography
“It’s easy to get caught up in what competitors are doing. Market knowledge is obviously critical, but for us it’s about becoming the best company we can be with our customers’ needs and satisfaction at the core of all we do.”
—Lesley Davies-Baptista, Paint Fair
CB: I look for someone humble, but like most attributes not too humble. Retail demands you get out of your comfort zone, but not so far as to think you have all the right answers. It is a challenging balance to discover in an interview. I usually look for an interviewee to show up early and then encourage them to investigate the store. I watch to see if they engage with staff, or merely peruse the shelves. If they talk with staff, I try to listen in on the topics. During the interview, I listen for how they communicate their accomplishments. A humble person will use the word “we” more often than just “I.”
PDR: Can you describe an early leader who inspired you to excel in your own career?
LDB: My mother started the company, so I drew on her expertise and wisdom within the industry as I was starting my own career. She always encouraged me to get a broad perspective and explore my options by working with others in different fields. I suppose this was to equip me with new skills and empower me in my own career, but also to ensure that if I did choose to join the family business full time, it would be because I specifically chose this line of work having experienced other possibilities.
CB: My father, Vern Bond, was the leader who inspired me to excel. I was blessed with great parents who didn’t miss opportunities to show me the value of hard work. He taught me that excellence is a moving target and improving your efficiency should always be your main goal. I can’t say I always appreciated his criticism, but I know he was holding me to a very high standard. I still work with him and aim to earn his respect each and every day.
PDR: What does “retail leadership” mean to you and to your business?
LDB: Fundamentally, I believe it is about being the best we can be and pushing to increase sales (both with existing customers and developing new segment opportunities). Also, training, developing and promoting staff to deliver solutions for our customers helps create a positive community image for Paint Fair.
It’s easy to get caught up in what competitors are doing. Market knowledge is obviously critical, but for us it’s about becoming the best company we can be with our customers’ needs and satisfaction at the core of all we do. If we can stick to this, I think the leadership part falls into place.
CB: The challenges in retail are significant. I try to develop procedures to make my team members’ jobs easier, not more difficult. I picked up a phrase along the way: “Hard on problems, soft on people.” Ultimately, a retailer has to create an environment where people want to work and serve others. It is harder than it sounds. I’ll let you know when I figure it out!
At Paint Fair, employees take time to truly understand a customer’s needs to ensure they get the right tools to complete projects successfully.
Photo By Keen i Media
Anatomy of an In-Store Promotion
6 Ways to Boost Customer Traffic and Sales
According to a recent Entrepreneur article, in-store sales are still 10 times larger than online sales, despite the fact that online sales are growing at a faster rate. People who say they prefer to shop at brick-and-mortar establishments cite touching products, avoiding shipping costs and enjoying the shopping experience as their top reasons to head to the store. In-store promotions can offer retailers an opportunity to capitalize on these preferences while also boosting sales. To have your own successful in-store promotions, consider incorporating the following components.
Make It a Game
One way brick-and-mortar stores are holding their ground is by creating fun memories for customers.
The industry buzzword, shoppertainment, has merit, as studies prove that people return to places where they’ve created happy memories. In-store promotions can give retailers an opening for creating those experiences. Make a game out of promotional savings with items like discount dice or coupon bingo. Use humor in advertising and promotional materials to highlight the fun side of your operation.
Include
POS Advertising
In-store promotions in the form of giveaways, discounts and bundled items are a great way to encourage existing and first-time customers to return to your store. Sandwich boards on the sidewalk at the time of the promotion can grab passing customers. And point-of-sale coupons or ads highlighting future in-store promotions encourage customers to return.
Balance Social Media and Advertising
With the necessity of social media, many retailers have turned away from traditional advertising mediums, choosing instead to invest advertising dollars in social media campaigns and SEO. Experiment to find a balance between online and offline advertising that works for you, but be sure to include both.
Encourage Impulse Buys
A 2016 poll by creditcards.com revealed that 84 percent of respondents have made an impulse buy for themselves, usually in person. In-store promotions that encourage impulse purchases can take advantage of this data. Include deals at the register that customers can’t pass up.
Create a Sense of Urgency
Impulse purchases can be encouraged by creating a sense of urgency. In-store promotions should include a deadline.
“For a limited time only” sales can drive customers to act now instead of sleeping on it.
Keep Track of ROI
There is no point in holding in-store promotions without tracking your return on investment. Track the cost of advertising, product discounts and extra manpower for a true account of the promotion, and run reports on top sellers for future promotions.
PDRA Now
Counting On
PDRA Awards Scholarship to Jeremy Keim
For the last decade, the Paint and Decorating Retailers Association has rewarded commitment to education through its scholarship program.
The $5,000 scholarship is awarded to students who show promise in their chosen academic fields. Students must be nominated by a PDRA member in good standing.
This year’s recipient is Jeremy Keim, who is currently in his last year of a five-year master’s program in accounting at Saint Louis University in Saint Louis. Keim was nominated by his parents, Jerry and Donna Keim, who own and operate Keim’s Paint Center in Rock Island, Illinois.
PDRA Now Is Sponsored by Santint
Jerry says the scholarship means a lot for him as an independent retailer and as a father.
“As a business owner, it’s wonderful that someone I nominated won,” he says. “As a father, I couldn’t be more proud of my son, of what he’s achieved and what he’s doing.”
Jeremy says receiving a scholarship from an industry organization like the PDRA is significant.
“It’s exciting to have won something from the paint industry because I have been helping out at our store since I was in grade school,” Jeremy says.
The Keims have been members of the PDRA for 28 years.
Santint specializes in manufacturing and distributing paint mixing and tinting machinery. For more information about Santint, visit santintusa.com or call 847-350-6911.
Scholarship Essay
Jeremy Keim submitted the following essay as part of the scholarship application requirement.
Working Toward a Goal
As I look back at my undergrad studies at Saint Louis University and begin preparing for my Master of Accounting studies next year, I am amazed by the opportunities I have been given and what I have achieved. My favorite extracurricular activity is with Big Brothers, Big Sisters of Eastern Missouri. Having the chance to be a “Big” is a unique experience because I never had a brother. I have been able to devote a lot of time in getting to really know my “Little”, give him a positive influence, and watch him grow as a person over the last two-and-a-half years. Our friendship has built into a special bond. I enjoy being a strong role model and plan to continue after graduation.
I am a member of Omicron Delta Kappa Honors Society. This prestigious society requires a high GPA in the first three years of college. We work with the community by performing service hours each semester, and we have discussions on leadership topics.
Throughout my undergrad years, I have worked to fund my education. Freshman year, I worked several part-time jobs at once: at a grocery store, Dad’s paint store and mowing lawns. Sophomore and junior year, I worked a part-time job at an accounting firm and followed it with a summer internship. The experience these jobs offered in the accounting field has helped me with my studies and tutoring business student-athletes. My favorite job was an internship at NASA. I was a budget analyst on a $25 million contract. I enjoyed the leadership opportunities, and I was honored to be named Most Outstanding Intern because of my performance and the responsibility I accepted. I was accountable for the large contract, and additionally, another smaller contract when a team member was transferred.
My ultimate goal is to work as an associate in the audit department for BKD LLP. My initial goal is to earn my Master of Accounting from SLU to fulfill the hours requirement for sitting for the CPA exam. I believe SLU’s Master of Accounting program is essential to passing the CPA exam the first time and to the overall success of my auditing career. I chose SLU because it has the highest first-time pass rate for the CPA exam in the state of Missouri.
I received a scholastic scholarship for my four undergraduate years from SLU. I completed summer school classes so I could accept the fall internship with NASA. Time has quickly passed, and I am asking for your help with my final year of education. This scholarship will help me complete the master’s program at SLU, therefore helping me achieve my goals of attaining my CPA accreditation and beginning my accounting career. I believe I am a worthwhile investment by the PDRA because of my academic success. This success has set me up to excel in my master’s program and the audit world.
Send in Your Best Practices
The PDRA wants to help independent paint retailers help each other by creating opportunities to connect and network. One of the most effective tools you have to find other retailers with new ideas is Paint & Decorating Retailer magazine.
Whether it’s a retailer profile, an article about operations in a specific category or celebrating the successes of other independents, the magazine is meant to help you improve your business. In this installment of PDRA Now, we are launching a new section that is all about your great ideas.
In Best Practices Corner, you’ll find recommendations on merchandising, human resources, general operations, marketing and many other topics from your fellow retailers. We welcome ideas from retailers everywhere. Send an email to info@pdra.org with the subject line Best Practices Corner and offer your insights for operating a smoother business.
In this first installment, we collected responses from retailers who participated in the PDRA Roundtable at the Lancaster Florida Buying Show in February.
Creating Added Value for Your Customers
• Sell the whole project. Merchandise products together by project so customers are sure to get everything they need.
• Follow through and follow up. Reach out to all customers on the products they purchased. Make sure it met their expectations and helped them achieve their desired look.
• Be the color experts. Having a color consultant on staff to help customers make decisions can be the difference between a sale and a lost customer.
• Make meaningful connections. Building relationships with customers helps create loyalty. Ask questions to get to know them and be genuine.
You’ve Found the Right Place for Connections
Earlier this year, the PDRA launched a new Facebook page aimed at sharing news from the magazine and the industry. The page also serves to connect the association to its independent retailer members. But social media is about creating a variety of connections, and the PDRA wants to help independent paint and decorating retailers connect to each other, as well.
You can find and like the PDRA’s Facebook page at facebook.com/ PaintandDecoratingRetailersAssociation
Once you like the page, be sure to join the PDRA Retailer Group. The PDRA developed this group to serve as a place for retailers to meet each other and ask questions about operations, marketing and other business-related topics.
“We understand that sometimes it’s difficult for retailers to get out of their stores to visit each other,” says PDRA CEO LeAnn Day. “As the trade association for the industry, it’s a priority for us to create opportunities for retailers to find each other. Facebook is a great tool to foster conversation and help develop relationships.”
“As the trade association for the industry, it’s a priority for us to create opportunities for retailers to find each other. Facebook is a great tool to foster conversation and help develop relationships.”
—LeAnn Day, Paint and Decorating Retailers Association
Founded by a painting contractor frustrated with complaints and callbacks caused by coating failure on repaint jobs, we set out to make a primer that solved most paint problems.
With 55% solids, 300% elongation and 300 PSI adhesion, we engineered an exterior acrylic bonding primer that locks down and encapsulates all peeling, cracking and damaged substrates, remains permanently flexible and breathable, and blocks rust and tannin bleed with two coats.
Dura-Prime saves time and money by reducing prep and application time, eliminates complaints and callbacks, and provides the most stable surface for unmatched top-coat durability and longevity.
“Dura-Prime can be used to prime most everything, like wood, aluminum, gutters, steel, and more. In my opinion, it is the best primer on the market for exterior applications.”
~ Bob Halla, Cowls Building Supply
Committed to Service
Absolute Coatings Group Inc. Focuses on Partnerships
By Karon Warren
Since 1959, Absolute Coatings Group Inc. in North Brunswick, New Jersey, has sought to provide quality products that consistently work. Through the years, the company has developed a variety of products that have earned their own name recognition. These products include brands like Last•n•Last® and Absco® wood finish products, PolyCare® hardwood floor cleaners and Zip-guard® finishes.
“Absolute Coatings is truly a conglomerate of great brands,” says Jim Smith, director of sales.
As the company has grown and flourished, so has its network of independent retailer customers, which today includes more than 4,000 retailers. These retailers are served through direct sales, wholesale distribution, maintenance supply houses and two-step distributors. One reason that network continues to grow is because the company utilizes various product programs designed to benefit both Absolute Coatings Group and the independent retailer.
“We have prebuilt product assortments to support retailers of all shapes and sizes,” Smith says. “Product offerings can be customized to fit a specific retailer’s needs and space. We also support the independently owned Allpro Corp. with a dedicated program to drive sales with the nation’s premier paint stores.”
Like many companies in the paint and decorating industry, Absolute Coatings Group has undergone its share of acquisitions; as such, the company has worked very hard to make sure these changes remain a positive for its customers.
“With any acquisition or assimilation of companies, it is often a challenge to manage the myriad little details that go into producing and shipping a product seamlessly to the customer,” Smith says. “At Absolute Coatings Group, we have put our customers first and foremost in every project to ensure we constantly remain aligned with servicing, supplying and supporting their needs with products and tools for growth.”
Members of the Absolute Coatings Group team attend many industry events, including the Wood Flooring Expo.
“By being more informed about a product’s features, technologies and application steps, the independent helps build our
brands and build consumer confidence with a well-done DIY or pro job.”
—Jim Smith, Absolute Coatings
Along these lines, Absolute Coatings Group has worked to improve and build up its infrastructure and factory to support growth well into the future, Smith says.
“Absolute has invested heavily in new state - of - the - art production and blending equipment and new high - speed blending machines. We have also expanded our high - volume pallet racking,” he says.
In addition, the company is also launching several new technologies and packaging this year, with many products making their debut in the next few months.
“Based on the research we’ve completed, we have strong goals from new technology and packaging acceptance coming out with a new product launch,” Smith says.
To help ensure the success of those new products as well as the continued growth and success of its existing products, Absolute Coatings Group remains committed to partnering with its independent retailers.
“Independents give our brands a local face,” Smith says. “By being more informed about a product’s features, technologies and application steps, the independent helps build our brands and build consumer confidence with a well-done DIY or pro job.”
In fact, Smith says the retailers’ daily interaction with the end user is critical for both parties’ growth and success.
“In the vast world of online marketing, TV ads and website reviews, we still find coatings sales are best served through face-to-face interactions,” Smith says. “Independent retailers
excel at walking both DIY consumers and pros through proper preparation, application and maintenance steps to ensure their final desired result is achieved. These retailers are also up to date on the latest applicators and sundry items needed to complete a successful project, which helps everything go smoothly and generates consumer confidence in our products and leads to repeat business.”
As the company moves forward, Absolute Coatings Group remains grateful for its independent retailer customers and the patience they have shown as the company has transitioned through its acquisitions.
“Absolute Coatings Group is on track to reach its goal of being the best partner to independents and to be the leader in the market segments we serve,” Smith says. “The programs we have in place are designed not only to meet our corporate goals, but also to support their generational businesses with products and brands capable of driving consumers into their stores. We are very excited and optimistic about the future, and our independent retail partners are a big piece of that picture.”
Absolute Coatings Group looks to provide its retail customers with all the products necessary to attract consumers and provide them the tools to accomplish their jobs and projects.
SEPTEMBER 8-9
PACOA Fall Dealer Market
PACOA calls itself “The Independent Distributor Serving the Independent Dealer,” and a great opportunity to see that reputation in action is at the distributor’s seasonal dealer markets. At the spring market, retailers took advantage deep discounts through door busters, pallet deals and other promotions only available at the event. Attendees of the Fall Dealer Market can expect to see similar opportunities.
The PACOA Fall Dealer Market brings together retailers from throughout the Northeast for a closer look at products in the paint, hardware, lumber, janitorial, electrical and building supplies categories.
Plan to attend the PACOA Fall Dealer Market in the Fitzgerald Gymnasium at Queens College in Flushing, New York, Sept. 8-9.
MAY 8-10
PDRA Paint & Accessories Show at the National Hardware Show ® Las Vegas Convention Center Las Vegas pdra.org/trade-show
MAY 8-9
Lancaster Buying Show at the National Hardware Show ® Las Vegas Convention Center Las Vegas lancasterco.com/events
MAY 18-21
Do it Best Spring Market Indiana Convention Center Indianapolis doitbestcorp.com/market
JUNE 5-7
NACE Bring on the Heat® Conference Westin Houston Memorial City Houston both.nace.org
AUGUST 16-18
Ace Hardware Fall Convention McCormick Place, Chicago acehardware.com
AUGUST 23-25
Orgill Fall Dealer Market Las Vegas Sands Convention Center Las Vegas orgill.com
OCTOBER 1-5
ArtFusion Event Estes Park, Colorado artfusionevent.com
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.
Finish
Wave Your Flag
For brothers Robert and Richard Davidson, putting your brand out there means taking it to extreme heights.
The third-generation owners of Sacks Paint & Wallpaper consider Dover, New Jersey, their home base, but whenever they have the opportunity, they climb a mountain and bring their Sacks Paint & Wallpaper flag along to the summit.
Customers enjoy hearing stories and seeing photos from the brothers’ adventures. A large print of Robert at the summit of Cotopaxi in Ecuador, which exceeds 19,000 feet, is front and center in the store.
“Customers are always asking, ‘What are you up to?’” Davidson says. “Our customers are our friends, and there’s a lot of give and take with them.”
The Davidsons’ father, who previously owned the store, instilled a love for the outdoors in the brothers. He started teaching them to ski in the 1960s.
“It’s always been in our blood,” Davidson says.
The brothers took up mountain biking and trail running to fill the void when the ski runs were closed. Davidson says they have always pursued their outdoor hobbies in the name
of Sacks Paint. They started mountain climbing for a little more adventure, and they thought about how they could bring the business to the top with them.
“We saw photos and read tales about people carrying sponsor brands or pictures to the summit,” Davidson says. “That’s where the Sacks Paint flag came in.”
Since they started climbing several years ago, the brothers have summited peaks in Mexico and Ecuador and various mountains throughout the U.S.
“Every year in January, we climb Mt. Washington in New Hampshire,” Davidson says. “We do them in the dead of winter because it’s more fun.”
While Robert’s brother Richard has announced his retirement from climbing, Robert is happy to continue finding new ways to share the Sacks Paint story with the great outdoors.
“He told me ‘I don’t sleep in tents on mountains anymore. I’ll let you carry the flag,’” Davidson says. “We have our eyes on Peru, where we can get over 20,000 feet. We’ll keep mountain biking and trail running to be ready to attack any mountain when the opportunity presents itself.”
Robert Davidson (right) and a climbing friend took the Sacks Paint & Wallpaper flag to the summit of Cotopaxi in Ecuador.
Choose a company that knows the value of a true partnership. With the right array of products to compete in every market segment and an industry-leading color program, PPG is equipped with the expertise to help your business succeed.
