For Jay Donnelly, serving the independent paint industry is as important as serving his customers across the St. Louis metropolitan area. Learn how he views his role as an independent retailer and as a member of the Paint & Decorating Retailers Association board. Read about his business’s newest venture: a brand new store in a high-traffic suburb of St. Louis.
Off to Market
New Products, New Possibilities
A Clean Sweep
At the PACOA Fall Dealer Market, held at Hofstra University, more than 200 national vendors converged to exhibit their latest innovative products. Attendees were able to take advantage of money-saving discounts and get a sneak peek at some of the latest products sure to delight customers and expand the independent paint and decorating market.
Are you staying on top of exciting new trends in paint and decorating supplies? Being current with the latest products can help you connect with customers and boost sales. Get the scoop on the newest product innovations from some of the industry’s leading manufacturers to ensure your inventory is top-notch and your customers have everything they need to excel.
Arming painters with the cleaning products they need to keep projects spotlessly on track is vital. Get an overview of rags, sponges and wipers that could become a lucrative addition to your operation. Learn best practices for merchandising and selling these crucial tools that are sometimes overlooked by the customers who need them most.
Departments
6 Viewpoint
Dan Tratensek details how retailers can use consumer psychology to help their business excel.
8 Industry News
Consumer confidence levels are the highest since 2000; meet the new director of sales for Richard’s Paint and the new owners of Dripless Inc.
14 Product News
Take a look at some of the latest paint and decorating products sure to make a splash with customers.
20 Guest Column: Social Media Insights
Build on what you’ve learned about social media this year. In this installment of her column, social media expert Crystal Vilkaitis considers the ways retailers can drive foot traffic and make conversions at their stores.
48 Coverage
Price-matching is a cornerstone of a strong pricing strategy. Discover how you can compete in your market with the right approach.
50 PDRA Now
The PDRA has launched a variety of training tools developed for independent retailers. Get your leaders started with the Train the Trainer guide today.
54 Industry Profile: Trimaco
Trimaco is exploring new ways to serve independent paint retailers. Learn how the company is helping independent retailers understand its products and meet customers’ needs.
56 Calendar
There are only a few months left of 2018, so check out the last chance for seminars and events to boost your business.
58 Finish
Learn what’s pushing Ray Heck, vice president of marketing at Tower Sealants, to pedal across the country.
On the Cover
Jay Donnelly, Flanagan Paint & Supply vice president and member of the PDRA board, advocates for customers and the industry. Learn what motivates him to build industry connections.
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.
If you ever have the opportunity to do some reading about the science of consumer psychology, I would highly recommend it. Volumes have been written on the topic, but even understanding some of the basic principles can help you think a bit more deeply about your own operation.
One of my favorite discussions around this topic involves the reasons consumers are more likely to purchase a product from a merchandiser like a dump bin, as opposed to those on a shelf.
The reason? Your customers view items in a dump bin as a temporary opportunity to take advantage of a low price, even if the item is priced the same as when it’s on the shelf. The nature of a dump bin makes the consumer feel as if they are getting a better deal and creates the urgency to buy.
Another theory suggests that when consumers see new products being featured, it stimulates their sense of discovery and appeals to their desire to be the first one to have something new. That’s why it is so important for retailers to keep their inventories fresh.
We want to bring you as many new product and trend ideas as possible so you can keep your stores fresh and your customers coming back.
Of course you have to stock all the staple items your customers need. But retailers seeking to gain that psychological edge should also make it a point to stock new items front and center. Change these items out frequently and promote them heavily to shoppers.
That’s one of the reasons we focus so much attention on new products and trends here in Paint & Decorating Retailer We want to bring you as many new product and trend ideas as possible so you can keep your stores fresh and your customers coming back.
Be sure to check out the new products in our 2018 Hot New Products section starting on Page 26. This section is a great place to hunt for new items, and once you find some exciting products to add to your inventory, make sure you find a prominent location to showcase them to your customers. Pretty soon customers might be buying more from you and not even realize why they’re doing it.
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
Lynnea Chom
Chad Husted
Todd Taber Kelsey Truex
Nancy Vondersaar
Association Coordinator
Tina Sullivan tina@pdra.org
ADVERTISING
Account Executive
Brandi Hemmer brandi@pdra.org
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
Market on the Move
U.S. Consumer Confidence Hits 18-Year High
In late August, U.S. consumer confidence, the measurement of how Americans feel about current economic conditions and the economy’s future prospects, reached an 18-year high.
The consumer confidence index is calculated by The Conference Board, which says August’s consumer confidence level of 133.4 was the highest level since October 2000.
Writing about the news, The Wall Street Journal credited the high consumer confidence index to Americans’ belief that the job market is improving and wages are rising.
The percentage of consumers who expect business conditions to improve further over the next six months increased in August, according to The Conference Board. In addition, consumers had a positive outlook on their future incomes. The percentage of consumers who expect to make more money in the next six months rose from 20.4 to 25.5 percent.
“Overall, these historically high confidence levels should continue to support healthy consumer spending in the near term,” says Lynn Franco, The Conference Board’s director of economic indicators.
BUSINESS
Manufacturers Announce 2019 Colors of the Year
Paint manufacturers are beginning to roll out their 2019 Colors of the Year contenders.
Behr, Home Depot’s exclusive brand, chose Blueprint S470-5, a neutral blue shade that the company calls “warmer than denim and softer than navy.”
Erika Woelfel, vice president of color and creative services at Behr, says the color empowers painters to think creatively.
“Much like the sketches builders rely on to bring an architectural design to life, Blueprint S470-5 lays a foundation for consumers to make their unique vision a reality,” she says.
PPG’s Dulux Paints announced its two selections for the company’s 2019 Colors of the Year. Night Watch (DLX1145-7) is a dark green option for customers and Mojito Shimmer (O36VS) is a lighter shade of green from the Dulux Effects Finishes Venetian Silk collection.
“Both of these colors represent the ultimate in luxe, delivering a rich, striking look that brings sophistication and depth to living spaces,” says Martin Tustin-Fuchs, PPG brand manager of Dulux Paints.
Fuchs says these two color options “are symbolic of consumers’ desire for positive change—to move from darkness to twilight and to search for an element of rebirth in today’s complex, technically driven world.”
Dispensing Gun Vendor Dripless Has New Owners
Dispensing gun vendor Dripless Inc. has changed ownership, the company reports.
Former owner Valerie Rumrill has transferred ownership of the company to the current director, Tom Allen, and engineer Larry Childs. Rumrill founded Dripless with her husband Dan in 1992 and has run the company since his passing in 2011.
“The cooperative nature of the transition ensures that Dripless’ business will continue with no disruption,” Allen says. “As an independent business, we remain committed to our distributor and dealer network and will focus on bringing more innovation and value to the market.”
Dripless sells dispensing guns to paint, construction and light manufacturing customers. The company is the original patent owner and marketer of the dripless function. The company’s ETS2000 is the best-selling painter’s caulking gun in the U.S.
PPG’s Dulux Paints unveiled two colors of the year, including Night Watch, a dark green shade.
Tom Allen
Richard’s Paint Appoints New Director of Sales
Tom Griffey will serve as Richard’s Paint’s new director of sales, the company confirms.
Eric Richard, president of Richard’s Paint, says Griffey will “propel the strategic sales plans and growth of the company” in his new role.
Griffey has worked with the paint manufacturer since 2001, when he joined the company as operations manager of its Orlando retail division. He later became sales manager of the company’s Infiniti Division. In 2003, Griffey was promoted to the regional sales manager position, where he oversaw the company’s operations in Florida and the Caribbean.
“Griffey’s expertise and focus are representative of Richard’s unparalleled commitment to our dealers,” the company says in a statement. “With an impressive career in the coatings industry, Griffey has demonstrated proficiency for staying in tune with this ever-changing industry.”
Tom Griffey
Product News
Take It Easy
One-Handed Tray Offers Simple Solutions
Nothing is ever simple when you’re painting on a ladder. Or maybe it’s just keeping your paint from creating a mess while you’re finishing a tricky edging project. Whatever the case, keeping everything under control is important in order to finish the job right.
Maintaining control is what the new Easy Tray ™ Multi-Purpose Thumb Tray is all about. Designed for edgers, 4- and 6-inch mini rollers and 7-inch paint pads, the Easy Tray has a unique thumb hole that provides extra control and one-handed maneuvering. The user can support the weight of the tray from the bottom with their thumb in the hole, which the tray has on two sides for ease of use. This added stability can also keep the user safe and balanced on ladders.
“The Easy Tray is the best paint vessel for edgers. It also works with rollers and pads, but the Easy Tray is the only tray that works great with edgers,” says David Bullard, vice president of marketing with Shur-Line.
The ribbed side walls of the tray provide an edge to remove excess paint from an edger or paint pad. The ridges on the back of the tray make loading a mini roller easy as well.
“Easy Tray solves the problem of overloading the edger. Filling paint in the tray just above the thumb channel will saturate the pad without allowing too much paint on the edger or the guide wheels,” Bullard says.
For more information about the Easy Tray, call 800-253-7856 or visit shurline.com .
25 YEARS, WE’D LIKE TO
REINTRODUCE
Red Devil Equipment Co., the industry-leading mixer, shaker and mixing equipment manufacturer, is now RADIA. A small change perhaps. But after 25 years in the mixing business, we’ve built a reputation as the equipment that lasts with unmatched customer support. And that’s not about to change. Between its longevity and reliability, there a list of reasons RADIA mixers mix more. CALL TODAY to find out how you can too.
Wall Repair Kit
The Hyde® Better Finish™ Wall Repair Patch Kit combines the products needed to make a substantial repair in drywall. Included in the kit are two tubes of Better Finish Nail Hole Filler Joint Compound, a self-adhesive metal patch and a 6-inch joint knife recommended for repairing 4-inch holes. Sandpaper and step-by-step instructions are also provided. The nail hole filler is designed to leave a less-noticeable repair than spackling compound.
Hyde Tools 800-872-4933 or hydetools.com
Metal Roof Sealant
Titebond ® WeatherMaster ™ Metal Roof Sealant provides a weather-tight seal against water, wind, dust and dirt. It adheres to Kynar ™-coated metal materials, along with standard metal, aluminum, steel, galvanized bonderized surfaces, plastics and glass. WeatherMaster Metal Roof Sealant is available in over 50 colors.
Franklin International 800-877-4583 or titebond.com
Laser Measure
The Bosch BLAZE™ Pro GLM165-40 165-Foot Laser Measure has a backlit display that illuminates measurements and it delivers distance, square footage, volume and indirect measuring functions. It has a 10-measurement storage capability and an addition and subtraction functionality. The BLAZE™ Pro includes default real-time measurement mode, adjusting the measurement even as the target is being moved.
Robert Bosch Tool 877-267-2499 or boschtools.com
Picture Frame Mount
The Gallery Magic® Earthquake Pack includes specially designed picture hanging hardware to hold up to a 15-pound frame that can withstand a 7.5 magnitude earthquake. It protects both the frame and wall from damage. It also allows the user to move the frame up to 3 inches while still remaining mounted.
Wisick Creative Products
508-918-4579 or mygallerymagic.com
Light-Activated Adhesive
UV Glue is a fast-curing adhesive that is suitable for bonding metal, glass, ceramics, wood, rubber, PVC and other materials. The glue is cured when exposed to UV radiation. The provided ultraviolet lamp can cure items with safe and convenient operation.
Worktech 877-926-8799 or worktechglue.com
Reusable Cloths
Wet-it sponge-cloths are absorbent, eco-friendly and reusable cleanup products. They come in a variety of colors and designs and can be used in multiple applications as the product wipes like a cloth and absorbs like a sponge. Wet-it XL is a larger size, great for cleaning windows, washing cars or cleaning up baseboards. Each cloth is machine washable and lasts up to six months.
Swedish Treasures 828-382-0074 or swedishtreasures.us
Guest Column
Social Media Insight
Turn Clicks Into Coins
Driving Sales Through Social Media
Likes, shares, hearts and comments are great, but you want money, right? You want to use social media to drive sales and increase your bottom line. I want that for you, too. So I’ve outlined five easy things you can do today to help drive sales using social media.
Go Live
It’s easy to go live on Facebook. Simply open Facebook on your smartphone, click the Live button, and you’re live. Be prepared, but don’t overthink it. You could use Facebook Live to make announcements, go behind the scenes, share new product arrivals, tutorials or product demonstrations and give store tours. Pick your most popular products and use Facebook Live to share a demonstration on how they work, their benefits and why customers love them.
Post About Your Sales and Promotions
I know this might sound like a no-brainer, but it’s one of the most common mistakes I see businesses make. Everything you do in-store should be shared on social media. If you’re having a great sale, create a video slideshow or go live to talk about it. The best social media accounts include a mix of content. I recommend focusing on themes, like educational material, promotions, inspiring posts and entertaining diversions.
Create Facebook Events
Drive foot traffic into your store by sharing your in-store events on Facebook. You can dream up an event and create its event page the very same day. You can also partner with other local businesses to make your event a community destination, resulting in more traffic and word-of-mouth advertising. Remember to use your email list and Facebook ads to secure as many attendees as possible.
Collect Email Addresses
You can collect email addresses right from your Facebook page by adding a “Join My Mailing List” app. Growing your list and using email marketing are still some of the best ways to connect with your customers because you own the list. This means the list is under your control and you can always reach your audience, even as social media algorithms change.
Advertise on Facebook and Instagram
You can run Facebook ads for as little as $1 per day, unlocking hundreds of detailed targeting options to help you get in front of your ideal customers. If you haven’t used Facebook ads before, start with an engagement ad and use your current fans as the audience. Then, create an ad about one of your top-selling items and let it run for a few days. You’ll notice increased engagement right away, and you might even sell more items and generate more foot traffic. Running ads is the best way to ensure you show up in your followers’ newsfeeds, which can convert them into customers.
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
New York-based distributor PACOA welcomed over 200 nationally known vendors to its Annual Fall Dealer Market at Hofstra University, which took place Sept. 8-9. Retailer attendees took advantage of great savings through the Door Buster, Pallet Alley and Profit Central promotions, which provided deep discounts on top-selling items only available for attending retailers.
Deep Discounts, Vibrant Vendors
PACOA introduced more than 20 new vendors, including Plumb-Pak, Abatron, Delta Faucet, Ecolear, Kasaware, Imperial Blade, Ready Seal and SAS Safety. The distributor also introduced line expansions to its private brands G-Force and Paint-Force.
PACOA serves retailers in the Northeast and beyond with paint, hardware, lumber, janitorial and building supplies. Its next show is in Queens, New York, March 2-3.
You know that time is money. So do your contractors. That’s why the ColorReader delivers precise color in seconds, no matter where they are—at the job site, the paint store or their client’s. Affordable, pocketsized and simple to use, the ColorReader delivers Datacolor’s unmatched color accuracy technology to their fingertips and boosts your bottom line. Hassle, gone. Time and money, saved. Success, yours. See for yourself how the ColorReader is a sure seller you can bank on. Call Susan Mack at 609.528.1307 or visit datacolor.com/pdra for more information.
Aboff’s – Success Over Generations
Talk about success stories—in 2019, Aboff’s will be celebrating its 90th anniversary! Aboff’s is one of the largest independent Benjamin Moore retailers in the country, with 33 stores serving the Long Island and NY metro market place. It’s a fourth-generation, family-owned business that began in 1929. Color expertise and accuracy is a tradition that continues at Aboff’s, and is an integral part of the company’s success. It’s no surprise that the ColorReader by Datacolor and Aboff’s were a natural fit.
We spoke to Kevin Koster, General Manager of Aboff’s, about the business’s success and how the ColorReader fits into the company’s vision for the future:
“Aboff’s success has always been about outstanding service to our customers. There’s a level of trust our customers have in us that’s been established for generations and that we continue to work hard to uphold. Like any business, in order to grow we must adapt to an ever changing market. Over recent years we have seen a dramatic shift as homeowners are no longer doing their own painting, opting instead to hire a contractor to do it for them. This puts us in a position to make sure that we are the best contractor supplier that we can be – always giving more than expected and always offering products that make our contractor’s job easier and more efficient. When we learned about the ColorReader, we knew it was a tool we had to have for our contractors.
The ColorReader helps make a contractor’s job more efficient. If one of our contractors is on a job site and is asked to match a color, they can pull out the ColorReader and identify the color in seconds. That enhances their proffesionalism which in turn helps them get the job. And when our contractor’s get the job, we get the job, so it’s a win for everyone.
There are other color tools out there, but they are not as precise as the ColorReader and they are a lot more expensive. We wanted to be able to offer our contractors a quality tool that is easy to use and affordable, and the ColorReader does all of that. Plus, Datacolor customized the ColorReader app so that the device only identifies colors within the palettes of our primary paint brand – Benjamin Moore. This way anytime our contractor uses the ColorReader he returns to one of our stores to get a Benjamin Moore color mixed. Datacolor even customized the phone app to display the Aboff logo on the color display which reminds a contractor who their favorite paint store is. We’re thrilled with the ColorReader and so are our contractors.”
The ColorReader and ColorReaderPro come with Datacolor’s industry-renown color technology expertise and support such as in-store demonstrations, marketing materials, and ongoing personto-person assistance.
Want to know more about the ColorReader and how Datacolor can help you with your own success story? Call Susan Mack at (609) 528-1307 or email smack@datacolor.com today! Visit datacolor.com/pdra for product details.
Across the Spectrum
Find More to Stock and Sell With a Diverse Selection
You never know what will spur a customer’s interest. Whether it’s something they never knew existed that makes a task easier or an upgraded product which catches their eye, your customers are never so busy that a new idea won’t at least slow them down in your store and possibly encourage them to look a little further into what you have to offer.
To take advantage of customer curiosity, you need to be on top of trends in paint and decorating. Manufacturers large and small are pushing the boundaries of coatings, sundries and accessories in search of the next trend to attract customers. There are many ways to remain a leader in the industry, including attending trade shows and buying markets as well as remaining steadfast in working with manufacturer representatives to keep your product mix fresh, relevant and fully stocked.
Some important things to keep in mind when reviewing your product selections and buying strategies are inventory differentiation and a product's ability to sell itself. Can customers easily grasp how a product can improve their workflow by simplifying projects or accomplishing a new task? Does the item fill a hole in your product lineup or does it serve as an alternative to another product you already have stocked? Being intentional with your buying decisions will keep you in touch with what products occupy your shelves.
To help you find inspiration and open your customers up to new ideas, Paint & Decorating Retailer editors put together some of the top new products in the industry. Take a look at what several industry manufacturers have to offer and evaluate your own inventory to see if there are areas that could benefit from a revamped look or an updated product selection.
Where to Find New Products
By Heather Kauffman-Peters
With the ever-growing diversity of new and updated products, as well as product options, researching and sourcing new items can be overwhelming. Read this checklist of four inspirational places to find the latest and best options for expanding and diversifying your product mix.
Seek a Hands-On Experience
Trade shows, home shows and buying markets are a great place to touch new products, talk to distributors and manufacturers and discover new brands—not to mention receive special show discounts and negotiate money-saving deals. If you are looking for new products, the hands-on approach is a good place to start. In fact, attendees of the PDRA Paint & Accessories Show at the National Hardware Show® in Las Vegas say new products is the primary reason they attend. Plan ahead to attend next year's event, which will take place May 7-9.
A popular national market is the Las Vegas Market (the winter market is scheduled for Jan. 27–31, 2019). It includes over 4,000 gift and home decor brands and thousands of products. If you’re looking for something closer to home, most major cities host an annual home show where product and design trends can be seen in full display.
Look in Your Own Backyard
You don’t always have to travel far to find new products. According to many Nielsen studies, millennials are heavily influenced by their local markets and prefer to purchase items that are locally sourced and handmade.
Retailers can capitalize on the close-to-home focus of this large and influential group by adding locally made items to the product mix. Sourcing local and handmade products can be as easy as asking employees or customers if they are or know any local makers and inviting them to bring in samples. Retailers can also visit local craft fairs and handmade markets to find sources.
Check Your Inbox and Mailbox
Another popular product resource comes directly to retailers. Many industry and professional organizations email weekly or monthly newsletters that highlight the latest product news.
Industry magazines are also great resources for the latest products and advice from industry experts. Paint & Decorating Retailer magazine highlights new products in every issue. Be sure to check out Product News on Page 14 for even more products in this issue.
Be Aware of Your Surroundings
Retailers still need to consider customer needs over the latest gadgets. Many retailers have developed product specialties by simply fulfilling customer requests or reacting to regional needs. For example, retailers located near large school systems have developed niches in antiscuff paints and cleaning solutions in response to municipal customer needs and retailers in vacation hot spots have added touristy product lines to appeal to visitors. Finding the latest product is still not as important as listening to what customers need. Don’t be afraid to ask.
Special Section: 2018 Hot New Products
Color Selector
Cube is a portable color-capturing tool designed for both paint professionals and consumers. It pairs with its accompanying smartphone app to match a color with tones selected from a large range of the most popular manufacturers. Color tones can be saved and tagged for repeat use and ongoing projects.
Paul N. Gardner Co.
954-946-9454 or gardco.com
Oil-Based Varnish
The Oil-Based Hybrid Varnish provides a warm glow to floors and dries six times faster than other oil-based floor products. It can also be used on furniture, moldings, cabinets and doors. The varnish is self-leveling and low-odor. The inclusion of aluminum oxide provides a greater degree of scratch resistance. It comes in four different sheens, including flat, satin, semigloss and gloss.
Saman
819-751-2350 or saman.ca
Gel Wallpaper and Paste Remover
Piranha™ Gel Wallpaper and Paste Remover features a no-drip formula for wallpaper removal tasks. The clinging gel stays put on walls and remains wet longer than liquid solutions, making it effective in taking off hard-to-remove wallpaper and paste. Piranha Gel is the only patented gel formula that is nontoxic and nonstaining.
Roman Decorating Products
708-891-0770 or romandecoratingproducts.com
Surface Protection
Trimaco’s X•Paper is 1 ½ -times thicker than regular contractor’s paper, making it more durable and long-lasting. X•Board Paint + Remodel is more than 2 ½ -times thicker than builder’s paper and is breathable to allow floors to continue the curing process. The Spill Block ® technology ensures no paint, mud or water will get through to the surface.
Trimaco
833-276-7730 or trimaco.com
Special Section: 2018 Hot New Products
Paint-Testing Swatch
SureSwatch is a clear plastic product designed to allow users to test paint colors before painting the entire project. The 9-by-12-inch pieces are flexible and clear with an adhesive backing. The Primer Decider™ Scale helps the user test paint for covering power, as well as select the right shade of primer to achieve the best color.
SureSwatch info@sureswatch.com or sureswatch.com
Chalk Paint Pairing
Chalk-Tique Powder Additive for Paint and Chalk-Tique Paste Wax work together to add chalk paint effects to furniture or other surfaces and protect those effects from sun fade as well as add an aged look. Adding water and any latex-, acrylic- or water-based paint to the powder additive turns it into a chalk-style paint. The wax helps seal and finish the coating. Both can be used on wood, glass, ceramic, laminate or metal surfaces.
Howard Products
805-227-1000 or howardproducts.com
Screw-Top Bucket Lid
The Bucket Companion Screw-Top Lid turns most buckets into resealable containers. The gasket fits onto the lip of a bucket and the inner ring spins to offer an airtight seal while keeping the bucket’s contents accessible. The lid makes it possible to store painting products, lawn and garden items or food in a variety of containers.
Leaktite
800-392-0039 or leaktite.com
Milk Paint
Old Fashioned Milk Paint is designed to bring an authentic finish to antique furniture. It comes in 20 colors as well as a base with no pigment, which the user can add color to. The paint is biodegradable, nontoxic and odor free when dry. It is best used on porous surfaces such as bare wood and stone masonry.
The Old Fashioned Milk Paint Co. 866-350-6455 or milkpaint.com
Special Section: 2018 Hot New Products
Graffiti-Resistant Coatings
This Stuff Works offers two water-based, semipermanent graffiti-resistant coatings. TSW4 is a clear semigloss coating, while TSW8 finishes as a clear matte. These coatings are designed to protect murals, restrooms, stucco, brick, painted and nonpainted surfaces. Graffiti-removing products like the TSW2 Multi-Master strip graffiti from the top of these coatings.
This Stuff Works
800-447-2334 or tswwarehouse.com
Podium Gate
The AC63 Podium Gate is designed to fit any Werner Podium Ladder. The gate swings open when ascending and descending the ladder and surrounds the user and locks closed when standing on the top platform step. It features easy installation on all Werner Podium Ladders and fully surrounds the user for extra safety and protection.
Werner Co.
888-523-3370 or wernerco.com
Designer Wallcovering Collection
The Florence Broadhurst collection from York Wallcoverings brings the designs of the title wallpaper and fabric designer to new venues. The designs are printed on SureStrip™ for easy installation and removal. This system combines both adhesive and substrate advancements with a spray mist application, rather than traditional water tray application. The spray bottle water application tool eliminates the use of water trays, excess glue issues and the need to purchase additional installation products.
York Wallcoverings
800-375-9675 or yorkwall.com
Special Section: 2018 Hot New Products
Protective Surface Coating
Peel-Tek® 150 Temporary Protective Surface Coating & Liquid Masking fills the gap in masking hard-to-mask, rough, porous surfaces and prevents cleanup during and upon completion of construction. It dries a contourhugging, skintight protective coating to protect surfaces from damage caused by overspray, texture, staining, surface scratches, spills and drops. It also peels away cleanly with no residue left behind.
Peel-Tek 512-993-4976 or peel-tek.com
Pole Attachment
The Reacher is a flex-handle kit for brushing and rolling high and hard-to-reach areas. The three-piece kit includes a 14-foot metal flex handle that accepts the other two attachments and all pole-threaded tools. The brush clamp/tool holder threads to the flex handle for paintbrushes or any hand tool.
McCauley Tools
800-685-4911 or mccauleytools.com
Low-VOC Paint
The Eco line of paints is an odorless, water-thinnable urethane-alkyd emulsion that combines the advantages of both modern acrylic and traditional oil formulations. It is low-VOC and is available in brilliant and satin finishes. Applications include windows, doors, trim, siding and more. Fine Paints of Europe recommends Eco be used on surfaces which previously would have been coated with brilliant or satin enamel.
Fine Paints of Europe
800-332-1556 or finepaintsofeurope.com
Staining Brush
The Wooster Bravo Stainer ™ with 100 percent white China bristles delivers a smooth result with oil-based products. The brush has 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
High Cost Performance Simultaneous Dispenser
By Todd Taber
From a New View
PDRA Board Member Reflects on Business’s History, Process of Opening Second Store
Just one week after graduating from Southeast Missouri State University, Jay Donnelly began working side by side with his father at their business, Flanagan Paint & Supply in St. Louis.
Jay’s father, Jim Donnelly, had worked in the manufacturing division of Coronado Paints for many years. In 2007, Jim Donnelly transitioned within the paint industry, buying half of Flanagan Paint & Supply after one of its owners died. That decision brought new opportunities to his family, and Jay Donnelly was eager to explore them.
Now vice president of Flanagan Paint & Supply, Donnelly says working alongside his father is a unique opportunity.
“Working with my dad has been a great privilege,” Donnelly says. “I’ve learned so much from him that has helped me become a better and more patient retailer.”
A New Opportunity
As the years passed, Donnelly and his father began to wonder how they could expand Flanagan Paint & Supply’s reach and help their business become more deeply connected to the community it serves.
“We knew we had to do something to grow. We had one store, and we had capitalized on its market area as best we could,” Donnelly says. “Over the years, we discovered that our clients had a desire to shop at local businesses, and we wanted to make that possible for them.”
The father-son team decided opening another location would be the right move for the company. After scouting locations, Jay and his father settled on a retail space in Creve Coeur, Missouri. The location was about 10 miles from the original Flanagan Paint & Supply location and effectively brought the company to a new clientele.
Donnelly says he, his father and the business’s employees did most of the work to get the new location up and running, which kept costs low and motivated team members to fully invest in the new store’s success. Within a month of signing the lease, Flanagan Paint & Supply’s second location opened.
At approximately 2,600 square feet, the new location is about 2,000 square feet smaller than the original Flanagan Paint & Supply, but Donnelly says it carries most of the same products for customers’ convenience. Though the demographics of the new locations are similar, Donnelly and his father decided against bringing industrial products into the new location, instead focusing on products aimed at homeowners and businesses.
After all the necessary paperwork and inspections from city officials were completed, the business’s second location was ready for customers by July. Donnelly says he is grateful that the second location enabled him to hire two new employees for the business: a former intern for the company and a former hardware store manager.
“Supporting St. Louis is really important to the company. No matter what we can do, we always want to help out.”
—Jay Donnelly, Flanagan Paint & Supply
“The first few weeks at the new location have been good for us,” Donnelly says. “It’s about finding a fit. I’m glad we were able to move so quickly and get everything in place to serve new customers.”
Donnelly says there hasn’t been a grand opening celebration yet, but he’s investigating opportunities to partner with other local businesses to drive sales for both companies. One early idea he’s brainstorming would be coordinating a promotion with a locally owned coffee shop. Donnelly would like to offer a free pint of paint for every cup of coffee sold.
“I think that’s a great way to drive sales for both businesses. A pint of paint is a big incentive for a lot of people, too,” he says. “Whatever we do, I want to work with local businesses to strengthen both our operations.”
Flanagan Paint & Supply isn’t growing complacent. Donnelly says he has plans to open more stores by the end of 2018, further expanding the company’s footprint in the greater St. Louis area.
The company often supports local charitable organizations. Whether it’s sponsoring local golf tournaments for educators or sponsoring local painters, the company is always looking for new opportunities to champion the community it calls home.
“Supporting St. Louis is really important to the company,” Donnelly says. “No matter what we can do, we always want to help out.”
Flanagan Paint & Supply’s new location in Creve Coeur, Missouri, is about 2,000 square feet smaller than its main location, but vice president Jay Donnelly says the new location still carries most of the same products.
In an Instant
Like many other independent paint retailers, Donnelly is exploring how he can use the power of social media to promote his operation.
Donnelly says he’s been approached by national companies that offer expensive packages to manage his social media accounts, but he believes social media is at its most effective—and most authentic— when business owners and employees are behind the account.
“Using social media to promote your business is really important, but it takes time. It’s difficult for a lot of independents to do it themselves, but outsourcing your social media is not the answer. Owners and employees have to control the marketing,” he says.
Donnelly regularly consults Facebook Blueprint, an application designed for business owners. It offers tutorials on how to best use the platform to promote businesses. He’s also found success using Instagram, what he calls “the most visual” social media platform.
Flanagan Paint & Supply has already amassed thousands of Instagram followers. The account posts a versatile mix of promotional images from paint manufacturers and on-the-fly shots from the business’s two locations. Above all, Donnelly says Instagram has a dedicated user base which actively engages with his content through likes, comments and shares.
Ready to Serve
Donnelly takes his role as an independent paint retailer seriously and seeks ways to empower his colleagues.
About four years ago, he joined the Paint and Decorating Retailers Association and now serves as the director of the Midwest region. To him, serving the association that powers independent paint retailers is vital.
“I’m a huge advocate of everything the PDRA does,” he says. “As a young entrepreneur in this business, I believe the association is the backbone of the independent paint industry.”
Top: Jay Donnelly stands behind the counter at the new store location with his father Jim, who is still active in the business. Bottom: Flanagan Paint & Supply stocks its own selection of custom paints, which are a popular alternative for customers, Donnelly says.
“Whether you’re talking about the industry overall or learning best practices, networking with other paint retailers is so important.”
—Jay Donnelly, Flanagan Paint & Supply
Donnelly says that before joining the association, his circle of independent paint retailers was small. He didn’t have the opportunity to compare notes with other retailers who understood the specific challenges he faced or shared in his successes. Since becoming a director of the PDRA, Donnelly says that’s changed completely.
“I’m not in any of the national buying groups, so I struggled with finding out what other independent paint retailers were doing and learning what strategies worked well for their businesses. When I finally met members of the PDRA board, I realized I had really been missing out,” he says.
As a director, Donnelly is a firm advocate for the PDRA’s many educational and training resources available to retailers. He recommends every independent paint retailer take a hard look at how the association’s resources can improve their business and help them connect with customers on an immediate, authentic level.
“I think every independent retailer should make contact with someone on the PDRA board,” he says. “Make a point to talk to someone within the organization within the next six months to hear how the PDRA can help your business succeed. Whether you’re talking about the industry overall or learning best practices, networking with other paint retailers is so important. With the PDRA, you have a full network of support to use to better your business.”
Donnelly is hard at work exploring new areas the association can support independents and developing new resources to help it complete its mission of helping independents prosper.
He notes that millennials learn differently than other age groups, and the PDRA is working to develop new training material suited to their specific learning style.
“The PDRA has so many resources for independents—training tools, webinars, the magazine,” he says. “The association wants to see independents thrive.”
Top: The new store is located within a high-traffic retail space. Bottom: PDRA CEO LeAnn Day met with Jay to see the new store in person.
By Diane Franklin
Keeping It Clean
Cleaning Products Are a Nice Add-On, With High-Profit Potential
So much attention is paid to the first two stages of a paint or decorating project—the prep and the application—that the third stage is often overlooked. That stage is the cleanup, where such products as painter’s rags, wiping cloths and sponges take center stage.
Many of these cleanup-related products play a role throughout the project, helping painters and DIYers keep their workspaces clean whenever a drip or spill occurs.
“Rags can help quickly wipe up spatter, spills and drips with ease, and when addressed immediately, you lessen the chances that you’ll need to use a paint thinner or similar cleaner to help get rid of the mistake,” says Eric Fischer, director of product management for Intex DIY Inc.
Intex sells paint sundries and accessories in retail paint stores with a primary focus on wiping products. “We’ve seen steady growth in the sale of traditional paint rags, mainly new material grades like white knits,” says Fischer, who also has observed cotton terry towels become huge sellers.
According to Fischer, Intex’s proprietary Precision-Fiber® Cloth has proven to be a game-changer in the wiping cloth market and represents the fastest growing segment of paint rag and wiping cloth sales.
“Why would you risk losing a customer over something like the quality of the wiping rags you sell?”
—Ryan Travis, EBCO Absorbents Inc.
The Need for Quality
Even with something as basic as a painter’s rag, quality is key.
“The backbone of most retailers’ businesses is selling high-quality paint, so why would you risk losing a customer over something like the quality of the wiping rags you sell?” says Ryan Travis, general manager of EBCO Absorbents Inc. and owner of the business along with his father, Bob Travis.
“Retailers will add value to their product line and keep customers coming back with our high-quality rags.”
EBCO focuses on quality by using 100 percent cotton in all its new wiping rags, never cutting the product with low-price fillers or using small pieces, which Travis says are virtually useless as a wiping rag.
For a painter’s rag to be effective for cleanup, Travis says it needs to be cotton and absorbent to avoid challenging cleanup scenarios.
“The rag also needs to be big enough so the contractor doesn’t need a new one every five minutes,” he says. “Finally the rag needs to be smooth to avoid paint streaks and a longer cleanup time.”
Cecil Shuping, sales director at Kamen Wiping Materials Co., agrees that absorbency sets a quality painter’s rag apart. Kamen acquires the bulk of its material as seconds from textile mills. The company runs the virgin material through its state-of-the-art laundry process.
“If you don’t wash T-shirt material, it beads up,” says Shuping. “We launder the material to give it the absorbency you need to have in a painter’s rag.”
While stocking high-quality products in the paint and sundries categories is a priority, it’s important to not neglect the cleanup phase of painting projects. Be sure your mix of rags, wipers and sponges addresses a variety of needs.
The majority of Kamen’s sales are a polycotton, which is 80 percent cotton, 20 percent polyester in a T-shirt weight. “We purchase smooth T-shirt-weight knit material in white, because white is the big color in the paint industry,” Shuping says.
Because these types of products are used for a variety of projects by users with various skill levels, quality is crucial, says Robert Plaut, Northeast regional sales manager for Trimaco.
“Quality is an important component of wipers,” he says. “Wipers need to be made of absorbent, consistent and low-linting material and be reusable in some instances. Wipers from a T-shirt knit to Trimaco’s ProPerfect® and Wonder® Rag are used for tasks such as basic cleanup to producing different painting effects, cleaning glass and more.”
Trimaco rags and wipers range from 100 percent cotton rags and terry towels to microfibers.
Sizes for Every Need
Kamen offers product sizes ranging from 1-pound bags, typically used by consumers, to bulk quantities suited to contractors and commercial operations. “In the retail market, a 1-pound bag is great for the DIYer doing a small project,” Shuping says. “If homeowners are painting the whole house, they’re probably going to need the 4-pounder.”
Shuping adds that contractors or commercial businesses typically purchase an 8-pound box of rags or a compressed variety, called a Block of Rags, though larger operations have the option to purchase something as large as a 25- or 50-pound carton.
EBCO products come in a variety of put-ups, packaged either in the company’s signature compressed clear poly packs or traditional cardboard boxes. “Our best-sellers are our 4- and 8-pound compressed bricks with our premium white knit,” says Travis. “All of our packaging is in compressed packs or boxes to save space in the contractor’s vehicle or warehouse. We also offer bulk-packed 25- and 50-pound put-ups for large jobs.”
Another important consideration is the size of the rags themselves. “At Kamen, our staff is trained and skilled to cut the material to a usable wiper size,” Shuping says. “Our target sizes are 17-by-17 to 20-by-20. That may sound big, but most people do a quarter-fold so they’ll have eight clean surfaces.”
In the same way that Trimaco products are made for a variety of users, the sizes and quantities are equally varied to address different needs. The company offers rags in half-pound bags up to 45-pound boxes; the most popular are 4- and 8-pound boxes. The ProPerfect and Wonder Rag are sold in 25- and 50-count boxes in consistent sizes— 16-by-16 and 18-by-18—so customers never have any surprises when they open the box.
Sponges offer a dual-purpose option for customers looking for a
They are suitable for cleanup
Cleaning Up With Sponges
Sponges are another important part of the prep and cleanup category. Armaly Brands offers the country’s best-selling brand of premium quality natural and polyester tools under the Armaly ProPlus label.
The Armaly ProPlus Polyester Sponges lineup includes a Heavy Duty Clamshell Sponge, a Utility Sponge and a Big Job Sponge, which meets the demand of DIYers, contractors and professional painters looking for a high-quality tool that delivers speed and performance.
“These time-tested formulas provide superior strength and unique cell structures that wash, wipe and rinse dirt and excess residue away faster to meet the demands of the professional paperhanger, painter and wall-washing contractor,” says Matt Kirk, Armaly’s marketing manager.
The Armaly ProPlus lineup also includes natural sponges, which have diverse uses such as washing surfaces, applying wallpaper and faux-finishing.
“Armaly ProPlus Tools are the first and last tools used in every project,” Kirk says. “What makes our portfolio stand out from the competition is that each tool and cell structure is designed and formulated for a specific job and type of finish and effect.”
faux finish look.
jobs, but can also be used for the painting project.
“The best practice in selling commodity cleaning products ... is to sell them in close proximity to their companion items. You have to make it easy for the consumer to add to the sale of larger-ticket items.”
—Eric Fischer, Intex DIY Inc.
Selling Cleaning Products
Cleaning products are easily overlooked, so it’s important that retailers place them in a store location with good visibility.
“There are a number of methods that will help retailers sell these products,” Shuping says. “No. 1 is location. Typically, retailers put paint rags on a shelf.
But if you’re running a special, the endcap is the best place to draw attention to it.”
The product display doesn’t have to be anything ornate, especially when the product packaging is descriptive enough to sell the product, as is the case with Kamen products.
“We’ve given a lot of thought to our product packaging over the years, so all you have to do is stack them up and place a sign on it,” Shuping says. “Within two seconds, the customer will know how much it costs and how much is in it. The box will sell the product.”
Cross-merchandising wipes, rags and sponges is also an effective display strategy to help sell the category, according to Fischer.
“The best practice in selling commodity cleaning products, such as wiping cloths and paint rags, is to sell them in close proximity to their companion items,” he says. “Most often these items are used to complete a purchase ticket and not a destination purchase. They are often an afterthought, even though they are an integral part of any project. You have to make it easy for the consumer to add
Be an Advocate for the Entire Project
When it comes to prepping a surface for a paint or coating, your customers are relying on you to recommend the right supplies and explain the proper technique. But sometimes, the jobs your customers are working on are larger than a gallon of paint and a handful of rags or sponges. In those cases, you can help your customers achieve their project goals by being involved in each step of the process.
Jeremy Gunter, sales representative at Hoover Paint Store, which has six locations in Tennessee, is the person customers call when they have a big job to do. His most recent customer needed paint for a 144,000-square-foot industrial building that hadn’t been painted for about 15 years. Additionally, the building had been added on to and updated over the course of about 50 years, so there were a variety of substrates to manage throughout the project. Gunter sold the customer the paint and then helped them find a contractor to do the work. But that wasn’t the end of the job for him.
For Gunter, the person who sells the paint is as much a part of the process as the person applying it. Read through Gunter’s process and learn how you can be an advocate for your customers from prep to a clean finish.
1. Ask the right questions.
Gunter says he runs through a list of questions to make sure he can provide what the customer needs and to offer suggestions to get the best performance. Be sure to identify
the timeframe, the scope and the colors and sheen of the coatings the customer is requesting. For exterior jobs, sun may affect the performance or longevity of a color, and the customer should know that up front.
2.
Walk the project with the customer.
Once you’ve talked through the scope of the project, visit the job site to see it for yourself. Sometimes there are particulars about a project or a building that will be affected by your customer’s request, such as a paint color or sheen. Identifying those areas before selling products to your customer will make sure you sell them what they need from the start.
3. Check the contractor’s work.
While playing the role of job site supervisor isn’t your responsibility, you can give your customer additional peace of mind if you stop by the site after prep has been completed. Gunter discovered walls that weren’t thoroughly powerwashed and rust that remained on some areas of the building. These problems can impact the performance of the products you sell, so check in to make sure nothing is left untouched.
4. Follow up after the job is complete.
Gunter’s recent project on the large industrial building took about six weeks to complete. He checked in with the customer about six weeks later to make sure coatings had performed as he intended and to ensure the customer was satisfied with the end result.
to the sale of larger-ticket items such as paint or commercial cleaners.”
Another strategy is to position the products to take advantage of impulse sales. EBCO offers free dump bin displays to to call attention to the product. According to Travis, the dump bin displays have increased sales as much as 45 percent.
EBCO also offers retailers a private-label program that allows stores to sell their own brand.
“Using a custom private label, retailers can advertise their brand and store location and drive people to their website,” EBCO retail sales manager Paul Adams says. “We offer low minimums, so no matter the store size, they can take advantage of our program.”
Kirk’s merchandising advice for the Armaly ProPlus brand is for retailers to understand the customer’s objective, timeline and current tool needs.
“They may want to increase productivity or timing, and Armaly ProPlus tools have shown they perform faster based on our sponge quality and cell structure,” he says. “Once there is a clear understanding of the objective, the Armaly ProPlus portfolio of products would have the right tool for the job.”
Plaut at Trimaco says it’s important to offer highquality rags and wipers at a variety of price points
to be sure each customer can find something that will work for their needs.
“We recommend retailers stock a premium wiper, such as T-shirt knit, ProPerfect or Wonder Rag, and a more economical colored or mixed-knit wiper to accommodate various usage needs,” Plaut says. “Terry towels and microfiber wipers are good options. They come in smaller DIY pack configurations and can also be cross-merchandised in different departments in the store.”
Selling cleaning products for specific projects also depends on what you ask the customer.
“It’s simply about asking, ‘Do you need some rags with that?’ Many people don’t think about buying them until they get home and they have nothing to wipe their painter’s stick off on,” Shuping says.
While these products may not be top-of-mind when customers are in the store, Shuping stresses rags are still a necessity—and worth the effort to sell, since profit margins are far more attractive for these and other sundry products than they are for the paint itself.
“It’s all about the add-on sale,” Shuping says. “That’s why it’s important for retailers to train the staff to ask about these products—that’s where you make your money.”
IPlay the Matching Game
Price-Matching Can Help Improve Your Sales $64.99
n last month’s issue of Paint & Decorating Retailer, we shared data from the 2015 State of Pricing Study, conducted by the North American Retail Hardware Association. The study touched on two elements of pricing strategy: price-shopping and price-matching. In last month’s edition of Coverage, we discussed the value that price-shopping can offer your operation.
Price-shopping competitors—whether general merchandise big-box stores, big-box home improvement retailers or other independents—is a critical component of a strong pricing strategy. The more often you price-shop, whether in store, in circulars or online, the more tuned in you’ll be to the pricing on items in your market that customers may choose to purchase somewhere other than your business. You can also
work with your distributor or buying group to gather regional data to ensure your prices are competitive in a larger radius than your immediate trading area.
Another key part of a well-rounded pricing strategy is price-matching. This strategy allows you to compete and encourages repeat business. Review the data and determine how your operation can use price-matching to get ahead.
The Truth About Price-Matching
The top two big-box home improvement retailers detail their price-matching policies on their websites. The No. 1 home improvement retailer price-matches its competitors and offers a 10 percent discount on top of that.
In contrast, nearly 65 percent of NRHA pricing survey respondents say they don’t offer a price-matching policy. With the big boxes in town price-matching each other and local retailers, you can hardly afford not to.
For the 35 percent of respondents that do price-match, they don’t approach it without a plan. The majority of respondents say they match advertised prices, but only 13 percent of respondents say they will match online prices.
You’ll likely find that online prices are comparable to or sometimes even more expensive than brick-and-mortar prices. Your customers are doing the research, and they’re ready to haggle. Put a price-matching policy in place so you can remain a significant player in your market.
Source: 2015 State of Pricing Study, North American Retail Hardware Association What does your
price-matching policy
Match online prices Match price plus a percent off
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.
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.
Made by painters, for painters
“My team & I have been using Dura-Prime for at least 5 years now. We have never used a primer that makes such an overall impact on job quality & longevity. This product really is a game changer.”
~ Ron St. Onge, St. Onge Painting Company
A Guided Tour Through Training
Use the PDRA’s Train the Trainer Guide to Start Your Program
Establishing the right training program for your team can be confusing. The Paint and Decorating Retailers Association is committed to helping you keep your team on the same path with its training program materials.
The Train the Trainer Guide is a quick-start resource that provides a step-by-step process to implement a training program. The guide explains the nine steps of setting up a training program and how to incorporate other parts of the PDRA’s training materials into the program.
To complement the guide, the PDRA recommends trainers use resources from the Trainer’s Toolbox, quick lessons that cover a variety of topics, from merchandising to loss prevention. Trainer’s Toolbox prepares a new employee for a range of responsibilities.
The Train the Trainer Guide is available to PDRA training members. For more information about the guide or to sign up for a PDRA training membership, visit pdra.org/education or contact Member Services at 800-737-0107 or info@pdra.org
0 Mike Weber | Hirshfield’s
Retailers Reflect on PDRA Webinar
Early last month, the PDRA hosted a webinar presented by retail expert and public speaker Tom Shay from Profits Plus Solutions called “What It Takes to Be a Five-Star Business.” Attendees agreed that the webinar was a valuable learning opportunity.
Mike Gartley, co-owner of Medallion Carpet One & Paint in Deerfield, Florida, says it’s difficult to find time to attend programs like these, but it’s important to make time.
“I’m always interested in the webinars, but it’s about making time for it and actually doing it,” he says. “This was a very informative webinar, and I’m glad I was able to attend.”
Gartley says the two parts of the webinar that stood out to him most were the segments about advertising versus promoting and how to transform customers.
“Advertising is usually linked to a specific product at a specific price for a specific time, and advertisers are training their customers to expect this,” he says. “On the other hand, promoting highlights a product or category, which can be linked to an event or timeframe, and it lays a foundational path to other product lines we carry. I learned that promoting is dimensional and is much more creative than advertising.”
When it comes to transforming customers, Gartley says he learned that best practices dictate turning each customer into someone who buys five items, instead of trying to sell five customers one item each.
“Linking products to the specific project is the way to success,” he says.
Steve LeNeveu, owner of Nufloors Fernie in Fernie, British Columbia, says the presenter himself was a big reason he attended the webinar.
“I am always looking for ways to improve my business, and Tom Shay always provides valuable information,” he says. LeNeveu plans to read through several books Shay recommended and apply relevant lessons to his business. He looks forward to future webinar opportunities from the PDRA.
“I will certainly take part in future webinars that promise to teach me something new or reinforce what I am already doing,” LeNeveu says.
For information about future PDRA webinars, visit pdra.org/education
The PDRA Renews NPS Business Partnership
The Paint and Decorating Retailers Association has renewed its partnership with credit card processing company NPS. The partnership allows PDRA members to access low-cost credit card processing services, including no setup fees and 24-hour next-day funding and deposits.
“We are excited to announce the renewal of our ongoing partnership with NPS,” says PDRA CEO LeAnn Day.
“Over the past several years, we have seen tremendous benefit from our members taking advantage of the exclusive offer NPS provides. NPS has our endorsement to offer exclusive pricing and additional benefits to all PDRA members.”
PDRA members who enroll in NPS will receive direct wholesale care association pricing and will have access to NPS’ direct hardware costs.
Other benefits of the PDRA-NPS partnership include:
• No long-term agreements
• No PCI or annual fees
• Special pricing for American Express
• Free access to mobile processing
• 24/7/365 technical support
• Ready EMV and Apple Pay
In addition, NPS offers a money-back guarantee: If the service does not save you money, NPS will pay for your PDRA membership next year, up to $249.
For more information, call NPS at 888-680-4NPS, email info@npsaz.com or visit npsaz.com/pdra To learn about other PDRA business services, visit pdra.org/membership.
Buy Into Buying Local
What makes a small business successful? Just like finding the right shade of paint, you may have to try a few different tactics—and maybe even mix some together— to truly find what works. One thing is certain, though: Small businesses that buy into the buy-local movement make their communities and their bottom lines better off.
The buy-local movement raises awareness of the benefits of buying local. Small business advocacy groups, local chambers of commerce and Main Street organizations connect consumers to the local businesses in their communities and connect local business owners to the resources they need to be successful. You’ve likely seen the buy-local movement manifest itself in your community through farmers markets, downtown parades and other local events.
You may see the work of the buy-local movement in your community, but many small and independent retailers may not know the impact that work actually has. In reality, the buy-local movement brings stronger revenue growth to local businesses.
In 2016, the Institute for Local Self-Reliance found that independent businesses located in communities with an active buy-local group experienced stronger revenue growth in the previous year than those businesses located elsewhere. Independent businesses in communities served by an active buy-local group reported average revenue growth of 7.4 percent, whereas independent businesses elsewhere reported average revenue growth of just 4.2 percent. Among retailers specifically, average revenue growth among those served by a buy-local movement was 5.2 percent.
Perhaps more importantly, these numbers represented an established trend. ILSR had found comparable results in
each of the previous eight years. In other words, independent retailers that don’t participate in the buy-local movement may have missed out on nearly a decade of growth.
The buy-local movement also gives independent businesses strength in numbers. For instance, paint and decorating retailers that join a buy-local group can network with other paint retailers in their community, as well as independent retailers from a variety of other industries. This network gives them the opportunity to learn from each other and find ways to work together.
Many buy-local groups also connect independents with national networks. Take Independent We Stand, for instance. IWS is sponsored by national brands that understand the value of independent retailers, such as PPG Paints. As a result, IWS members have support not only in their own communities, but also from nationwide organizations that support their mission.
Buying local isn’t just for consumers—and the buy-local movement makes a difference for all local businesses in its reach. Independent businesses that support the buy-local movement leave their customers, their communities and their own operations in better shape.
Bill Brunelle is the co-founder of Independent We Stand, a campaign that educates consumers about the benefits of local businesses and inspires small business owners to celebrate their independence. STIHL, Do it Best Corp. and PPG Paints are sponsors.
Independent We Stand raises awareness about the value of independent businesses in their communities and the power of the shop-local movement. The organization visited Hirshfield’s, which operates more than 30 stores in four states, on its Great American River Road Trip earlier this year.
By Karon Warren
Serve and Protect
Trimaco Offers an Extensive Product Line and Experienced Sales Staff
For many years now, Morrisville, North Carolina-based Trimaco has provided independent paint and hardware retailers with a high-quality, extensive line of paint sundries. The company offers a wide range of products including drop cloths, masking products, protective wear, dust containment and heavy-duty floor protection. It’s one of the main reasons Trimaco continues to grow and expand its business.
“We have expanded our product line so we can offer more products to our customers,” says Charlie Cobaugh, principal at Trimaco. “This also gives our customers the chance to sell new and additional products to both new and existing contractor customers.”
This focus on helping customers expand their business is not a new approach for Trimaco. “We want to help our customers be successful,” Cobaugh says. “The market has changed, customers have changed, contractors have changed and materials and styles have changed. As a supplier, we have to provide products that address these changes so our customers can be current.”
The company achieves this goal by seeking feedback from various sources to expand and improve its product offerings.
“We have an excellent team of purchasing managers and inventory and planning managers,” Cobaugh says. “Our team sources in the U.S. and all over the world and diligently works to make sure we have right products at competitive prices.”
The company also sends buyers to trade shows to see the latest innovations in surface protection and sundries.
Trimaco also relies on its customers to let them know what they want and need for their businesses. For example, professional painters brought the Stay Put Canvas Plus with spill block, the EZ-Strainer to Trimaco.
To ensure customers have the resources they need to effectively promote and sell Trimaco products, the company provides point-of-sale displays, product sell sheets, samples and planogram recommendations.
“All of our products can be seen in our catalog on our website, which also includes several how-to videos,” Cobaugh says. “We are on Facebook, Twitter, Instagram, YouTube, Google+ and Pinterest.”
Furthermore, Trimaco has established long-term working relationships with Allpro and Val-Test for the benefit of independent paint and hardware retailers.
“We exhibit at paint and hardware annual and semiannual markets,” Cobaugh says. “At these events we provide discounts, which vary by product line, and we also offer volume rebates and advertising programs.”
To minimize shipping times, Trimaco currently operates four strategically located plants across the U.S.: Phoenix; Chicago; Portland, Oregon; and Manning, South Carolina.
“All of our plants have well-trained associates who stress on-time shipments and high-quality products,” he says.
“I’m very proud of everyone who works on Trimaco’s behalf: independent sales representatives, inside customer service, regional and national sales managers and job site territorial sales managers.”
—Charlie Cobaugh, Trimaco
Trimaco is expanding this infrastructure with two enlarged manufacturing and distribution centers in Phoenix, opening soon, and Portland, scheduled for completion in the spring. But this is just the beginning.
“We will continue to evaluate our manufacturing footprint,” Cobaugh says. “Possible geographic locations to evaluate will be in the Northeast and Texas. In addition to domestic expansion, we will also be looking at selecting an international manufacturing and shipping location to support our growing business in the United Kingdom and Europe.”
Another way Trimaco works hard to serve independent paint and hardware retailers is by partnering experienced and knowledgeable sales staff with its customers.
“We have fully trained and educated sales representatives who provide local and statewide direct sales and service,” Cobaugh says. “I’m very proud of everyone who works on Trimaco’s behalf: independent sales representatives, inside customer service, regional and national sales managers and job site territorial sales managers.”
Overall, providing quality products and having strategic U.S. plants and an experienced sales team is a dynamic and successful combination for Trimaco. has experienced tremendous growth over past 16 years,” Cobaugh says. “We had two slogans we started with, which are as appropriate today as were in 2003: ‘Trimaco: Where quality and service tradition,’ and ‘Trimaco: Total job site protection.’”
Trimaco has an extensive line of products designed for the DIY and paint professional. From tapes and drop cloths to gloves and dust containment products, the product line helps get the job done and in a safe way.
NOVEMBER 27-28
The National Paint and Decorating Show 2018
The National Paint and Decorating Show is the largest annual trade show event in the U.K. paint and decorating industry. The event offers a look at new and innovative products from the U.K. and from manufacturers around the world. At the show, attendees can score discounts and special sales on products, and network with an international audience of paint and decorating professionals. In addition to new products and networking opportunities, the show will also feature live product demonstrations and educational sessions. To learn more or to register for the event, visit paintshow.co.uk
OCTOBER 1-5
ArtFusion
Estes Park Center Estes Park, Colorado artfusionevent.com
NOVEMBER 7-9
Home Improvement eRetailer Summit Hotel Monaco Chicago Chicago eretailersummit.com
NOVEMBER 14-16
Greenbuild International Conference and Expo 2018 McCormick Place Chicago greenbuildexpo.com
NOVEMBER 27-28
The National Paint and Decorating Show 2018 Ricoh Arena Coventry Coventry, England paintshow.co.uk
JANUARY 13-15, 2019
NRF 2019: Retail’s Big Show Jacob K. Javits Convention Center New York City nrfbigshow.nrf.com
FEBRUARY 11-14, 2019
SSPC 2019 Coatings+ Disney Coronado Springs Resort Orlando, Florida sspc2019.com
MARCH 2-3, 2019
PACOA Spring Dealer Market Queens College Flushing, New York pacoa.com/events
If you would like your event included in this list, email Renee Changnon at rchangnon@nrha.org with the date, location and an overview of your event.
Advertisers’ Index
Finish
Going for a Ride
To say Ray Heck is a thrill-seeker may just be the start of it. He and his wife met skydiving, and together, they’ve racked up more than 5,000 jumps.
These days, Heck tends to find his thrills closer to Earth, but that doesn’t mean he’s slowing down. Heck serves as the vice president of marketing for Tower Sealants during the day. In his free time, he cycles against the clock.
“I started cycling more than 30 years ago,” he says. “I’ve always been interested in health and fitness, and since heart disease runs in my family, I figured cycling would be a good option to maintain a healthy lifestyle.”
Heck initially started as a mountain cyclist, competing in the Leadville Trail 100 in Colorado for 11 years in a row.
“That one-day race takes about up to 12 hours, and it begins and ends at an altitude over 10,000 feet,” Heck says. “It was always a pretty grueling day, and I would wake up the next day and say, ‘Do I really want to do this again?’ But a few weeks later, I would always start training again.”
When Heck and his family moved to Oklahoma, he transitioned to road cycling. He bought a time trial bike,
which is used to race against the clock as opposed to only racing against other cyclists.
“You still compete against other people, but you also compete against yourself,” Heck says. “Whoever covers the distance in the least amount of time wins.”
Earlier this fall, Heck competed in his fifth Oklahoma State Time Trial race. He took the top spot in his age group, his third championship in five years.
Heck says cycling allows him the opportunity to meet new people and see new places.
“The sport brings together a diverse mix of people. I’ve made a good set of lifelong friends,” he says. “It’s also great for the mental attitude. A bad day in the office is wiped away with a ride. You also see things that you miss riding in a car.”
Heck recently completed a ride in northern Georgia, near the start of the Appalachian Trail, that included six large climbs up to 10,000 feet of elevation. He’s also planning a cycling trip in Italy in the spring, his first opportunity to ride in Europe.
