PAINT DECORATING&
Designing for the Future
After acquiring six paint stores in the New York City area, family-owned Wallauer now operates 17 locations in the state. Kim Scappaticci, design director, explains how Wallauer’s decades of history guide the business and what the staff is doing to reach more customers. Learn what’s next for the team and how employee expertise is benefiting the company.
Train for the Best Results
What are the best ways to ensure your staff is using paint mixing and tinting equipment safely and effectively? From in-store training to off-site resources, retailers have many training options at their fingertips. Get tips from equipment manufacturers themselves and learn how to best train your employees on using new tinting and mixing machines properly.
Building Your Business
What’s your business plan for 2019? Paint & Decorating Retailer dives into the ways you can set your business up for success. From picking an eclectic product assortment to creating a succession plan for your business and improving your own leadership skills, there are several opportunities for you to streamline your business in 2019.
Making the Most
Are you getting the most out of your relationship with your distributor or buying group? From 401(k) options to delivery cycle speeds, there are many factors you should know. Get an overview of several industry distributors and buying groups to learn your many options to ensure your relationship with your supplier is picture perfect.
Contents
Departments
6 Viewpoint
Dan Tratensek wants you to plan ahead in 2019 to ensure your business’s success.
8
Industry News
Richard’s Paint names Aaron Dhawan as the company’s new director of operations. Also, Tower Sealant partners with Kelly-Moore Paints for a new private-label line.
14 Product News
Fine Paints of Europe reimagines its gloss coatings.
18
Guest Column: Management
Sonya Ruff Jarvis outlines how you can create a strategic plan for your business.
20 The Big Picture
At the first theme park in southwest China, AkzoNobel paint makes an impact.
46 Coverage
Pricing is a huge component to independent success. Ensure your prices are fair and competitive.
50 PDRA Now
Get tips on how to effectively manage an email marketing campaign with the PDRA’s new Marketing Newsletter Program.
52 Industry Profile: Color Atelier
Color Atelier is branching out to expand its reach by focusing on serving independent paint retailers.
56 Calendar
Get the latest scoop on the informative seminars, workshops and industry events that are closing out 2018.
58
Finish
PPG’s Colorful Communities™ program has added a splash of color and hope to communities across the nation. Learn more about the program’s history.
On the Cover
The future is bright for family-owned Wallauer. Learn how employee knowledge and individual design consultations are bringing new customers to the 97-year-old business.
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.
Postmaster: Send address changes to Paint & Decorating Retailer, 1401 Triad Center Drive, St. Peters, Missouri, 63376-7353. Returns (Canada): Return undeliverable magazines to P.O. Box 2600, Mississauga, Ontario L4T 0A8. PM# 41450540. Copyright © Paint & Decorating Retailers Association, 2018.
PDRA photo by Jason Isolini
Resolve to Improve Your Operation… Now!
It’s hard to believe that we are just a few weeks away from fall and a few months away from a new year. I know, I know… we are just finishing up summer, and there is still a lot left to do before we even start thinking about 2019.
But the truth is that it’s really never too early to start thinking about goals for your business. We always get caught up in making New Year’s resolutions. While that might be fine if you are trying to shed a few pounds or cut back on some unhealthy habit, if you start planning to make changes in your business after a new year starts you’re likely behind the curve. Start planning how you will improve your business in 2019 right now! If you are like most business owners, you will start your 2019 budgeting process in the near future. For many independents, this means trying to guess what your expenses will look like in the coming year and taking an educated stab at what you think sales will be.
As you start planning for success next year ... instead of starting with the end goal, start by setting goals for the steps you will take to get to it.
So many times, I see retailers work through this process by starting with the end goal in mind: “I want to see a 3 percent increase in sales.” Too often, however, this goal isn’t followed up by a plan that outlines the steps to take.
So, as you start planning for success next year, I would encourage you to approach this process in a slightly different way. Instead of starting with the end goal, start by setting goals for the steps you will take to get to it.
For example, say, “I want to increase my transaction size by $2 per transaction. To do this, I will train my employees in add-on sales, increase the number of clip-strips I use throughout the store and offer a promoted product every month.”
By breaking your larger goal down into smaller steps, you have a much higher likelihood of actually hitting it. In the process, you also create an action plan to share with your employees.
As you head into the final months of the year, start thinking about the simple steps you can make now to improve your operation once the calendar turns.
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 Karon Warren
EDITORIAL, DESIGN & PRODUCTION
Features Editor Melanie Moul
Todd Taber Kelsey Truex Nancy Vondersaar
Association Coordinator Tina Sullivan tina@pdra.org
ADVERTISING
Account Executive
Brandi Hemmer brandi@pdra.org Phone: 636-680-2785, Fax: 636-229-4750
PDRA EXECUTIVE LEADERSHIP
Chief Executive Officer LeAnn Day
OFFICERS
Craig Bond Chairman of the Board
Tommy’s Paint Pot, Eugene, Oregon DIRECTORS
Robert Mueller Director at Large
Benjamin Moore Kelowna, Kelowna, B.C., Canada
Jay Donnelly
Midwestern Region Director Flanagan Paint & Supply, St. Louis, Missouri
Lesley Davies-Baptista
Southern Region Director Paint Fair Ltd., Freeport, Grand Bahama, Bahamas
PDRA ADVISORY COMMITTEE
Dori Marks, PPG Industries
Thomas Hill, The Coatings Alliance
Eugene Andreassi, Benjamin Moore
Joe Jankoski, Hunter Douglas
Bob Clemence, Hyde Tools
John Shingledecker, Allpro Corp.
Richard Russo, Reed Exhibitions
Mike Dube, Lancaster
Richard’s Announces New Director
Aaron Dhawan Named Director of Operations
Richard’s Paint is pleased to announce and welcome Aaron Dhawan as the company’s director of operations. Dhawan will be responsible for operational process management, improvement of processes and standards, change management, organizational design and development, as well as general operations management.
He joins the Richard’s team from Delta Laboratories Inc. in Ocala, Florida, where he served as general manager.
Delta is a manufacturer of lacquers, urethanes, epoxies, acrylics and alkyds. During his successful tenure, he was responsible for two paint and coatings manufacturing and distribution locations, with all departmental managers as
direct reports including sales, marketing, customer service, research and development, operations, regulatory and quality control.
Dhawan has spent his entire career in the chemical sector. As an executive-level manager, he has extensive expertise in developing and optimizing organizational processes, measurement systems and infrastructure to maximize business results in process-manufacturing organizations. With Dhawan’s skill set and areas of expertise, the executive team at Richard’s is confident Dhawan will be a valuable addition to the company and is excited to see the future with him as a driving force moving forward.
Tower Sealants Launches Private-Label Line
At the National Hardware Show® in Las Vegas, home improvement industry professionals have the opportunity to mix and mingle with other leaders in the independent channel. During the 2017 National Hardware Show, paint manufacturer and retail company Kelly-Moore Paints and caulk and sealants manufacturer Tower Sealants started the conversation about establishing an exclusive private-label line of caulking products for the painting contractor retail business.
The show provided the perfect opportunity to open the doors to a new endeavor with Kelly-Moore Paints, says Ray Heck, vice president of marketing for Tower Sealants.
“I met Neil Wendell, director of product marketing for sundries at Kelly-Moore Paints, at the show, and that’s when I knew it would be a good opportunity to start a dialogue about helping them launch a private-label caulking program,” Heck says. “After the National Hardware Show, we presented our ideas to Kelly-Moore corporate, providing the vision of what we would do for stores in different areas of the country.”
The decision to work with Tower Sealants was one that made sense for Kelly-Moore as well, says Wendell.
“Our caulking program hadn’t been refreshed or updated in a long time,” Wendell says. “When we began our work on this project with Tower Sealants, our strategy was to gain consistency in product assortment and merchandising,
while also leaving some room to tailor the program in stores in different regions of the country.”
Over the course of planning the program and implementing new ideas, leaders from Tower Sealants and Kelly-Moore Paints worked hand-in-hand to make sure every detail was done the right way.
“Tower Sealants was challenged to meet several expectations for us at Kelly-Moore Paints in order to get the job done,” Wendell says. “We look at this line as destination products.”
The line offers a sample program, which gets the products into the customers’ hands so they can try it and potentially gain confidence in it before spending their money.
According to Heck, the partnership has created one of the strongest private-label lines Tower Sealants has made to date, as both companies came together, shared ideas and implemented suggestions to make the strongest line possible.
In the time since the product line launched in 148 Kelly-Moore Paints locations, it has already had a good reception among customers, Wendell says.
“Overall, this has been a really cool collaboration with Kelly-Moore Paints,” Heck says. “Tower Sealants is committed to helping Kelly-Moore Paints achieve success. Down the line, there may be even more opportunities for collaboration, which we’re excited about.”
PERSONNEL
Klesman & Associates Welcomes Evan Anderson
Klesman & Associates, a company that represents independent manufacturer’s based out of Lincolnshire, Illinois, has announced the addition of Evan Anderson to the team.
Leon Klesman founded the company in the 1960s to represent manufacturers within the paint and paint sundries categories to independent paint and hardware retailers through hardware distributors.
Anderson will represent Allway Tools, Leaktite, Preval and FoamPR to True Value, Ace Hardware and other accounts.
“Evan is a proven business leader and is well-respected within the industry by all who know him,” says Tim Babington of Klesman & Associates. “He will be an outstanding addition to our company.”
Prior to his new job, Anderson was with Allway Tools, where he served in a variety of positions, eventually serving as president of the company.
FINALLY, A FLOOR FINISH
Evan Anderson
Finest in the Land
Paint Line’s ‘Reimagining’ Brings New Features
Since 1987, Fine Paints of Europe has brought Dutch-made paint stateside for North American retailers, paint professionals and customers to enjoy. The company’s Hollandlac Brilliant line has been its flagship oil-based gloss enamel coating, setting the standard for its European imports.
For FPE president John Lahey III, the business and his family’s legacy in the paint industry have been intrinsically tied to developing a market for high-quality paints and sundries from the Netherlands. Now, Lahey and his team have a new task—convincing their loyal customers that there is another product worthy of matching their iconic line.
“For our painters, contractors and designers who know the paints of Fine Paints of Europe, they think about our gloss, Hollandlac Brilliant,” Lahey says. “We have that product down, we know the quality of that product, and now we’re changing it to offer something even better.”
FPE is “reimagining” its gloss coating, the new Hollandlac Brilliant 98. The Dutch manufacturer has devised a new formula that is easier for paint professionals to use while also decreasing the yellowing effect seen in previous formulas. By examining the scientific makeup of its paint, FPE was able to maintain the concentrated color pigments of its Hollandlac line while improving product application.
“European paints have to be applied differently than the domestic product, especially oils. They need to be applied in thinner coats, not just using a thinner product, but in the application,” Lahey says.
Hollandlac Brilliant 98 will be available in the same 32 colors currently available from FPE and can be applied by brush or via an aerosol spray can. When applied over clean previously painted oil finishes in good condition, primer is not needed.
For more information about Fine Paints of Europe, call 800-332-1556 or visit finepaintsofeurope.com .
Photo courtesy of FPE Certified painter Leonard Paulin, LCP Painting, Tinton Falls, New Jersey
Roller Gauge
Wooster has added a green 16-millimeter roller gauge to control mil thickness with precision. The design helps with spreading, gauging and back rolling roof and floor coatings, epoxies, urethanes, antiskid floor toppings, metallic finishes and vapor barriers. There are three other mil thickness depths, categorized by the color of the gauges.
Wooster Brush Co. 800-392-7246 or woosterbrush.com
Paint Remover
Ready Strip Hi-Speed Pro safely removes industrial and high-performance coatings from a variety of surfaces. It doesn’t contain methylene chloride or caustic chemicals. The formula is low-odor, environmentally friendly, nonflammable and cleans up with water. After application, the remover begins working within 60 minutes.
Sunnyside 847-541-5700 or sunnysidecorp.com
Registry Update
In the July issue of Paint & Decorating Retailer, two entries in the Company Listings of the Registry were outdated. See the current company information listed here.
We regret the errors and any inconvenience they may have caused.
Norton Abrasives, div. of Saint-Gobain Abrasives Inc. 1 New Bond St. Worcester, MA 01606 508-795-2550 nortonabrasives.com
Business Contact: Brian Leonard, Marketing and Communications Manager — DIY brian.e.leonard@saint-gobain.com
RAMUC Pool Specialty Coatings Systems, div. of Kop-Coat 36 Pine St. Rockaway, NJ 07866 800-745-6756 ramucpoolpaint.com
Business Contact: Rebecca Spencer, Marketing Manager rspencer@ramucpoolpaint.com
The annual Registry is a collection of industry manufacturers, vendors and other channel members and includes information on trademarks, brand names and more. For more information about the Registry and to access your own copy, contact PDRA Member Services at info@pdra.org or 800-737-0107.
Guest Column
Business
Management
Looking Ahead
Creating a Strategic Plan for Your Business
Have you ever heard the saying, ‘If you don’t write it down, it won’t happen?’ Well, there is no better sentiment when it comes to strategic planning for your business. Writing down your strategic plan is a must-do leadership target to help everyone focus on specific objectives and what it takes to achieve them.
Writing your goals down ensures that they will happen and that you have an established plan you can refer to.
There are three basic areas to focus on when developing your strategic plan: creating a comprehensive guide, evaluating it and making course corrections when needed.
Every senior leader should actively participate in the development of your organization’s strategic plan so everyone understands the business’s overall direction.
If you are starting from scratch, there are three definite points to focus on to kick off your planning initiative. Start by creating the following elements.
1. Values and Mission Statements
Present clear statements about your operation that reflect what your business represents. It should be transferrable to action by any member of your team, not only executives.
2. Goals
Your goals should address what you want to achieve in the short term and in the long term. They should always be measurable and achievable.
3. Action and Execution Plan
Make sure your plans are actionable and everyone understands their responsibilities. Set deadlines for each part of the plan.
The SWOT method, which measures your business’s strengths, weaknesses, opportunities and threats, is a good place to start to develop your plan. This method pushes your leadership team to look beyond their discipline. It is the chance to be frank and honest as you look at areas like competition and internal and external challenges.
Once you have your strategic plan in place, don’t get comfortable. You need milestones to evaluate the plan’s effectiveness. During the evaluation phase, consider the following factors.
• Ensure management is committed to getting buy-in from employees in an enthusiastic, positive way.
• Include employees throughout the development with an overview of the plan and updates of the progress.
• Don’t make the strategic plan a secret. Everyone should know it and how they contribute to achieving the results. Once your plan is in effect, you may need to adjust it. Course corrections are necessary to achieve a healthy business. At this stage, making adjustments will be easier. A beneficial tool is the GAP analysis, which challenges you to evaluate where your business is versus where you want it to go. Once you determine the gap, you make the adjustments needed. Creating, evaluating and adjusting your strategic plan is not just about having a strategic plan for the sake of it. It’s about looking ahead and making sure the strategic plan you created is working for your business.
Sonya Ruff Jarvis is an entrepreneur and founder of Jarvis Consultants LLC, a marketing, events and branding firm that helps businesses create innovative approaches to navigate the world of marketing. Follow Sonya on Twitter @jarvisconsult or email her at sonya@jarvisconsultants.com
The Big Picture
Follow the Tracks
Adventure-seekers in Kunming, Yunnan, have a new opportunity for thrills at Colorful Yunnan Happy World. The theme park is the first in southwest China, and it is living up to its name with the help of AkzoNobel, which collaborated with the park to paint 80 rides and facilities in the park’s nearly 2 million square feet with its Dulux Pro line.
AkzoNobel experts helped park officials find the right variety of colors while also ensuring the paint would last through the elements and general wear and tear.
“Our clients have access to vivid colors and thorough protection and also to customer and technical counseling services,” says Dr. Lin Liangqi, president of AkzoNobel China. “We look forward to working with our customers to create authentic and unique experiences for visitors.”
By Karon Warren
Class Is in Session
Manufacturers Share Tips for Training on Mixing and Tinting Equipment
Although paint mixing and tinting equipment continues to operate today much like it has since its inception, new technologies not only improve these machines’ performance but also come with a learning curve for retail employees who use them. As a result, manufacturers of mixing and tinting equipment have stepped up their efforts to ensure all paint retailers and employees receive the training they need to safely and efficiently operate this equipment.
Head to the Store
One of the most effective ways to train retail employees on mixing and tinting equipment is in-store training. These sessions generally include information on how to operate the equipment safely, perform periodic maintenance, complete general repairs and how to use
the software to meet customer requirements, says Trevor Lewis, customer service manager at HERO Products Group, located in Delta, British Columbia.
Dan Schiess, manager of business processes for Fluid Management in Wheeling, Illinois, says thorough training is critical.
“We go on-site for the installation, fill the machine with colorant and train associates on basic maintenance procedures, such as filling and cleanliness best practices,” he says. “We also provide basic training on the machines’ software.”
This in-store training session can last between two and four hours. If presenting just a short debriefing on new features, training can take 30 minutes, Schiess says. However, if a store is upgrading to automatic equipment, training could take a couple of hours.
Santint USA sends its engineers to stores to help retailers learn the machines, and they spend as much time as it takes, says director of sales for North America Dino Karaman.
“Our engineers go to the store and train personnel on how to use our machines,” Karaman says. “Sometimes we spend up to a week with the customers to teach them how to use different machines.”
Schiess says on-site training is not required for Fluid Management mixers and shakers because the equipment is intuitive. A manual is included, and instructions are also on the box or just inside the machine. All manuals for Fluid Management shakers also can be found online, Schiess says.
Jerry Ratajczak, national account sales manager for Radia, says his company’s equipment is designed to be operated without in-store training.
“Radia’s equipment is easy to use,” he says.
“It’s often as simple as plugging the equipment in, pressing a button and then our machines mix for the desired time, based on the user’s needs.”
Matt Docherty, vice president of North American sales for Italtinto, encourages retailers to take every opportunity to understand their equipment’s potential. Italtinto offers retailers one day of in-store training on automatic dispensers.
“It’s important for retailers to understand the capabilities of the equipment in their stores,” he says. “This knowledge allows them to improve their customer service and response time.”
Ratajczak agrees that exploring mixing and tinting equipment capabilities can also bolster a retailer’s level of customer service.
Properly training employees on current paint tinting and mixing equipment can make your business more efficient and satisfy customers, industry experts say.
“Radia’s machines are so quiet that employees can mix and still converse with customers, allowing for deeper sales potential,” he says.
Prepare for Success
If it’s not feasible to gather all employees at one time, Schiess recommends having key employees, such as the paint department manager, at the training session. He says some retailers rotate employees in and out of training as they become available.
Employees should also understand paint and have product knowledge so they get the right base, Schiess says. “We’re the final step in the process, so it’s important to know how to reach the tinter,” he says.
One important element that leads to successful training on tinting equipment is a working knowledge of how the spectrophotometer, or color-matching, software works.
“Some retailers use an interface through the spectrophotometer manufacturer, so understanding how that works with our machine helps,” says Neil Pellicci, director of customer care for Fluid Management. “The spectrophotometer manufacturer does have its own way of doing training, but our customers often look to us to learn how to use it.”
Retailers should remember that training for mixing and tinting equipment is limited to the use of that equipment rather than training on the paints themselves. “There are paint manufacturer representatives who should be training retailers on their specific products,” Pellicci says.
Docherty recommends retailers consult all available resources to ensure they are properly maintaining their equipment for best results.
“Retailers can’t produce various colors customers are requesting if their tinting and mixing equipment is not in optimal condition,” he says.
Troubleshooting is part of the training that Santint USA engineers provide during their on-site visits.
“We train customers to know what different sounds mean and how to address them,” Karaman says. “For example, if it’s squeaking, it needs lubing. It’s important that we teach them the basics and how to fix the machines.”
If an engineer is needed to address a problem a retailer can’t fix, Karaman says they can be on location within 24 to 48 hours. And while they’re in the area fixing another retailer’s machine, they check in on other customers.
“We want our customers to be satisfied so they can do their job and satisfy their customers as well,” he says.”
Beyond the Store
In-store training is not always feasible, but that doesn’t negate the need for training. Mixing and tinting equipment manufacturers provide various other means of training and support.
For instance, HERO offers website and telephone support, as well as training videos on YouTube, Skype video calls (real-time face-to-face conversations) and remote training seminars.
Retailers using Italtinto equipment also have access to 24/7 telephone support and online resources, including digital manuals and YouTube videos.
Similarly, Santint USA customers can find YouTube videos and manuals online, and the company is also available for customer phone calls during business hours and by email after-hours.
To provide as much virtual support as possible, Fluid Management is developing interactive webinars for customers where they will conduct a live training session to guide users through properly using tinting and mixing equipment.
Lasting no more than hour, these webinars will serve to refresh employees’ memories of in-store training, discuss best practices and also incorporate a Q&A segment. “Our main goal is to have it so the
Today’s paint mixing and tinting equipment is easier to operate than previous models, but a proper training course can ensure your employees use the equipment safely.
retailer doesn’t have to get ahold of us,” Pellicci says. “It’s available to them whenever they need it as quick as possible.”
Don’t Get Overwhelmed
Training employees on new equipment doesn’t have to be stressful. By devoting time to fully understanding this equipment’s potential, retailers can position themselves for success.
“Realize that training is paramount to an efficient operation, which includes confident employees and satisfied customers,” Lewis says. “Make use of HERO’s training tools on a regular basis, and contact the original equipment manufacturer as often as necessary to keep your staff well trained.”
It’s also important for independent paint retailers to remember that current mixing and tinting equipment is often much easier to use than previous models some employees may be used to.
“Training employees on the use of paint equipment is very simple,” Lewis says. “All of our equipment is user-friendly. An employee with some basic information can deliver a perfect can of paint to a customer. Gone are the days of having a single dedicated paint mixer in your department. With the new automatic dispensers, as long as you can click a mouse, you can make paint.”
Leading Technology at the Best Value
There are many resources available to independent paint retailers looking to bolster their employees’ equipment knowledge.
ü 1 4 day clean removal
ü UV RESISTANT
ü excellent Conformability
ü Superior elongation for easy cornering
ü can be used on hardwood floors, lacquer laminated surfaces
Photos courtesy of Jason Isolini
By Diane Franklin
Homegrown
Old-Fashioned Values and Services Meld With New York Lifestyles
Wallauer is a fourth-generation family business headquartered in White Plains, New York. It is more than a retailer of paint, hardware and design products. It’s a dispenser of the latest and greatest home decorating inspiration, advice and service. It’s a destination and a resource for product knowledge and exceptional service that painters and homeowners in Westchester County and surrounding environs cannot do without.
As soon as customers enter a Wallauer store, they know they’ve come to the right place. This business is where they can buy the best paint, sundries and paint-related equipment, as well as hardware and decor, for their homes. All 17 locations are fullservice Benjamin Moore paint stores, providing contractors and consumers with a full line of products, sundries and paint equipment and repair services. Wallauer is equipped with four outside sales representatives supported by a fleet of trucks and vans for job site deliveries. Several locations staff an in-store designer to help with expert color consultations and who will help put together an entire decorating plan that includes designer wallpaper, window treatments, fabrics and more. Three locations are full-service Ace Hardware stores with a dedicated expert hardware team.
“Our point of differentiation is our knowledgeable people and the combination of being a
full-service paint, decor and hardware destination,” says Wallauer president Bob Duncan Jr. Wallauer has been a fixture in New York state for nearly a century. The first store opened in Westchester County in 1921. Since then, Wallauer has added several additional stores in Westchester County and also in adjacent Rockland and Putnam counties. Within the last few months, the business acquired six Modern Paint & Hardware stores, creating a grand total of 17 store locations. The Modern Paint stores encompassed much of the same geographical location as Wallauer. Those stores have been rebranded under the Wallauer umbrella and will provide the business the ability to effectively and efficiently grow its market and set it up for sustainable future growth.
97 Years Strong
Wallauer came into existence when Clarence Wallauer decided to give up his job as a paint salesman and start his own paint store.
Wallauer’s son-in-law, Bob Duncan Sr., co-founder of the AllPro buying group, and his grandson, Bob Duncan Jr., succeeded him in the business. Bob Jr. started at Wallauer in the 1950s, taking over the reins of ownership in 1982. He is now semi-retired and has passed on daily operations to his daughters, Debora and Donna. Why has the business been so successful? Design director Kim Scappaticci doesn’t have to think long before answering.
the opportunity to
“Good old-fashioned family values, a team approach and integrity set us apart,” she says. “The customer always comes first. The owners believe in quality products, quality service and price points that are good for everyone.”
What will make the company successful in the future is acknowledging the changes that are needed to drive the business forward. The company recently updated its logo and will being rebranding immediately.
“Updating our look, services and strategies is what will keep us growing and successful in the future,” Duncan says.
Scappaticci has been with Wallauer for 40 years, so she knows what she’s talking about. The stores provide a terrific environment for engaging with customers.
The White Plains flagship location has wide aisles, professional signage, attractive displays, an inviting design area, an abundance of color samples and a helpful, responsive staff to meet customers’ needs. Who wouldn’t want to shop in such an environment for their paint, hardware or decorating needs?
The White Plains store is 24,000 square feet, which encompasses the showroom, the warehouse and the business and administrative offices.
The store has the company’s most expansive product offering, with paint, sundries, an equipment repair shop, designer wallcoverings,
Hunter Douglas window fashions, fabrics and an array of custom products that encompass draperies, Roman shades, valances, upholstery and bedding ensembles. The location is a full-service Ace Hardware and features the new Benjamin Moore Store of the Future layout, which has new color chip displays, an improved color-selection area and enhanced LED lighting.
All of these amenities provide customers with everything they need to leave with a comprehensive decorating package. “It’s a one-stop shop,” Scappaticci says. “We also offer shop-at-home and color consultation services.”
The other Wallauer stores range from 2,000 to 4,000 square feet. Seven of the 17 stores have design products and services.
Employee Expertise
Duncan and his daughters recognize that their employees are the company’s No. 1 asset and are key to Wallauer’s success. Employees at Wallauer have specialized expertise and knowledge in paint, design and hardware. All totaled, there are approximately 125 employees, including several, like Scappaticci, who have been with the company for more than a decade.
The company has a great mix of long tenured and new employees that form a strong team approach.
Wallauer’s design specialists often consult with customers initially in the store, but then later take
make house calls. These in-home consultations help designers make the right color choices for customers based on the home’s existing design scheme.
In April 2017, the company made two strategic moves by adding Ed Klein, a former Benjamin Moore executive, as chief operating officer, and Toni Rosado, a former Shade Store and Modern Paint executive, as controller. Over the last year, Wallauer has addressed all aspects of its business and has executed various strategic initiatives, such as implementing Benjamin Moore’s Store of the Future program in all stores, reintroducing and reformulating its Wallauer brand of paints and introducing a refreshed sundries offering and look.
Contractors and commercial customers account for about 75 percent of the business, while residential customers account for the remaining 25 percent.
“Paint contractors are at the top of the list,” Duncan says. “Benjamin Moore is our primary paint line, but we also sell other specialty paint brands, such as Fine Paints of Europe, Gemini lacquers and more.”
Wallauer is also the only Graco-authorized repair shop in its three counties. Its aggressive sales and repair approach with MiTM, Graco and Titan have significantly driven sales and contractor awareness.
While top-of-the-line products are a strong component of the company’s offerings, one of
“The staff is well-trained in how color is going to look based on lighting, existing colors, furniture and flooring. Using all of that information, we create a color story for them.”
—Kim Scappaticci, Wallauer
Wallauer’s greatest strengths is the staff’s ability to provide expert color advice.
“We’ve earned a great reputation with people who come here specifically for our color consultations,” says Scappaticci. “Most people come here first for color advice, and from there, we often go to their homes. The staff is well-trained in how color is going to look based on lighting, existing colors, furniture and flooring. Using all of that information, we create a color story for them.”
A Media Mix
The company’s reputation helps with marketing, but Wallauer doesn’t let word of mouth work alone. The business uses a mix of both traditional and new media to market its products and services.
“We promote ourselves through nearly every medium,” Scappaticci says. “We also have a newsletter and a color club.”
Color Maker Club members get several advantages, such as a free pint-size sample of paint monthly and product discounts. Essentially, it’s a win-win for everyone—customers get special offers and discounts, while Wallauer captures their email addresses.
The company also uses Pinterest, Houzz, Instagram and Facebook to show its available products and services.
“We’re very involved with social media, showing the work we do, talking about colors and engaging our customers in conversations,” she says. “Even though we’re not selling decor products online,
Wallauer recently expanded from 11 store locations to 17 with the acquisition of Modern Paint & Hardware, a business that operates in the same area of Westchester County, New York. The new store locations will take on the Wallauer brand.
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
we sell our business and educate consumers about designs and products that can meet their needs.”
Wallauer does sell Ace Hardware products online. Customers order online and pick up their purchases at one of the company’s three Ace locations.
“This service helps get new customers into our stores,” Scappaticci says. “Our decor and paint product lines aren’t easily bought online because color doesn’t show up on a screen the same way it does in the store. You have to come in and see it. When we sell a product, we believe it’s best if you feel it and touch it. And we add a human component to all of that.”
However, Wallauer is putting some programs together that will enable customers to experience products, such as window treatments, online. The company is developing an online tool that would allow customers to pick out a style of draperies and try it out in 40 or 50 different fabrics before making a purchase selection.
As Wallauer approaches its 100th anniversary, the business is committed to continuing to emphasize old-fashioned values, but with a modern twist. Taking advantage of online capabilities, but still engaging with customers in person through personalized service, Wallauer will continue to add a knowledgeable human touch to every customer encounter.
Your right to choose –our obligation to
• Free installation on all auto dispensers
• 10% off all manual dispensers
• Receive 1 free canister with all manual or auto dispensers
• Low cost financing available on orders over $3,500 - 2.99% over 12 months - 4.99% over 24 months
in effect for any orders placed on or before October 31, 2018
One way Wallauer creates a specialized, one-of-a-kind paint experience is by offering a custom line of paint.
Montreal, Canada
Cleveland, USA Mumbai, India
Milan, Italy
Sao Paulo, Brazil
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.
Want to know the formula for a successful business?
We asked Mark Lipton, President of Tremont Paint in Bronx, NY to tell us. Tremont Paint is the oldest, independent paint retailer in the United States, founded in 1907 by Mark’s great-grandfather, Isaac. The store’s success has been built upon a rich history of hard work, anticipating customers’ needs and embracing innovations that streamline work and improve efficiency for both Mark, and his customers. Ensuring his contractors have the supplies and tools to keep them at the top of their businesses is what has helped keep Tremont on its successful path for over 100 years. Mark recently added the ColorReader by Datacolor to his store’s product offerings and he—and his contractors—couldn’t be happier.
“When people ask me how we’ve managed to stay in business so long, I tell them that one of the most important things I do is invest in the latest technologies and products that help streamline the job process. While we’re rooted in traditions like working hard and always going the extra mile for our customers, to keep a business thriving, you also always have to have an eye on towards the future.
I was introduced to the ColorReader and saw it as a great tool right away. It’s more than just a gadget. It’s a smart device for retailers and contractors that simplifies the color matching process, saving time and money—which is a success story right there. When a contractor gets a call to repaint a facility like a school or hospital, a lot of time gets wasted trying to match colors. Cutting out a piece of drywall, fumbling around with color fandecks—these are all time-consuming efforts. The ColorReader can fit right in a pocket, it’s affordable and most importantly, precise. You can get the color information you need in literally, seconds. It’s great that it’s so easy to carry, so contractors can identify colors in the store, on the job site, or wherever they’re at. And it’s not like I have to ‘sell’ my customers on the ColorReader. I show them how it works, they try it for themselves, and that’s it!”
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, today or visit us at datacolor.com/pdra.
By Melanie Moul
One Step Ahead
Planning for Success in Your Business in 2019 and Beyond
The end of the third quarter is quickly approaching. After that, it’s a spate of holidays, and then the new year will be here. Regardless of how many times the cycle repeats itself, it’s easy to get caught off guard by the fast pace of the last quarter of the year.
To help you take on 2019, Paint & Decorating Retailer developed the following business management guide. Each section of this guide can help you keep track of a different area of your business, including product research, professional development and operations management. All of these elements are crucial to finding success in the near future and establishing a path to growth for your operation.
In addition, think even further ahead to retirement and read through best practices to making the most of your time after your career ends from business consultant Gary Pittsford, CFP®, who is president and CEO of Castle Wealth Advisors.
Picking the Right Products
The success of your business relies on ensuring you have the products in stock that your customers want and need. Often, that product mix changes with seasons and trends, and it’s important for you to know your customers’ preferences. Supporting the staples you are known for with a rotating base of impulse items and unique category-specific products will help you create or maintain a reputation for freshness.
Here are some tips to make sure you’re always meeting customers’ needs throughout your departments.
• Survey your customers. No one will be as forthcoming about the products they want to see in your store as the people who are buying from you. Keep a suggestion box at the checkout counter or send an email every quarter asking for product requests to be sure you’re staying on top of seasonal shifts and customer preferences.
• Ask employees. Be sure your employees are asking customers for their recommendations, but don’t discount your staff’s own knowledge of the industry. Encourage your employees to make recommendations based on what they see in other stores, what their friends are talking about and what trends they find online.
• Stay connected to your distributor. Your distributor is stocking the warehouse with the products their buyers know will be a hit for your business. Be sure to stay in touch with your representative to find out what’s new and how to evaluate what products are right for your market. For more on the value of building relationships with your distributor or buying group, see the article on Page 42.
• Read Paint & Decorating Retailer A prime place to find the latest products from companies you trust and to find something unexpected to round out your mix is right in the pages of this magazine. Each month, Paint & Decorating Retailer does the research for you and delivers an entire section of products. Next month, look for a special section dedicated entirely to new products that can help diversify your inventory.
6 Ways to Get Ahead on Your Succession Plan
Planning for the future is about more than just thinking a year ahead. If you are considering retirement, now is the time to start planning your exit strategy, no matter if it’s next year or in 10 years. Paint & Decorating Retailer talked to Gary Pittsford, CFP®, president and CEO of financial, investment and valuation management firm Castle Wealth Advisors, to learn more about how to ensure a smooth transition when the time comes.
Pittsford says retailers often aren’t planning for retirement far enough in advance, and the smaller window you give yourself, the less return you may get.
“Ideally, you should give yourself three to five years to plan for retirement,” Pittsford says. “You can put the pieces together in six months to a year, but it won’t be perfect. If you work at it for three or four years, you will save more taxes and get a higher price for your business.”
Pittsford recommends the following six steps to help you prepare your business for its next owners and to ensure you are prepared for life after retail.
1. Talk to your advisers.
Small business owners often have a long roster of people who help keep the operation running. Pittsford says it’s important to have professional advisers who specialize in certain areas, but it’s also important to find people who are only there to advise and aren’t trying to sell you a product or service.
“In addition to attorneys, accountants and financial advisers, rely on your wholesaler or buying group representatives,” Pittsford says. “They often have dedicated people who work on succession planning, and they are focused on helping you.”
2. Reduce your expenses.
It can be difficult to find comparable expense metrics for your small business to be sure you’re competitive in your market. But Pittsford says ensuring your expenses are in line with industry averages is one sure way to improve your bottom line. “Payroll and rent are the two largest expenses for retailers,” he says. He recommends comparing those expenses to national or regional averages to be sure your business is operating within the norms.
3. Expand your margins.
Many operators who have been in business for several decades aren’t closely watching their margins, Pittsford says. There is often room to increase margins to improve your profitability, which will make your business more attractive to potential buyers. “Retailers can reasonably increase their margins 1 or 2 percent over the course of several years to increase their profitability,” Pittsford says. “When it comes down to it, businesses are hard to sell without evidence of profit, and your company is likely more valuable than you think.”
4. Develop a new niche or category.
While it may seem like an odd time to add to your business while you’re on your way out, think about how you can help differentiate the business to give the next owner a leg up. Pittsford says adding new areas to the business are improvements that can be made year-round. According to Pittsford, rental, floor coverings and lighting are three categories that may be a significant asset for your business.
5. Find out how taxes have changed.
The tax law Congress passed at the end of 2017 will have an effect on your tax filings in 2019 for the 2018 fiscal year. Pittsford says now is the time to see how you may be affected. “As of January, the new tax law affects your personal income, your business income and your wills and trusts, in other words, your estate,” Pittsford says. “You’ve got to see your accountant now and talk about taxes as they pertain to the new law. Tell your accountant to take all your 2017 income—both personal and business— and run it through the new law to get an idea of how your income is impacted.”
6. Know how you will spend your free time.
Something many business owners forget about when they’re planning retirement is that they won’t have the business to occupy their time anymore. Pittsford says it’s critical to have a plan for ways to live after you have exited the business. “Figure out your hobbies,” he says. “If you’d still like to be involved in business, be on the local city council or your chamber of commerce. If you like people, then go to work with local organizations.”
Working on Yourself
Part of being a strong manager means more than just investing time in your business and your team. It also means investing in personal and professional development. Finding opportunities in your community and in your industry to connect with other business professionals will go a long way in offering you alternative perspectives.
If you can’t take several days away from the business to attend a conference, try to block out an hour a week to read a professional development book, listen to a podcast or get lunch with another local retailer, regardless of industry.
Here are some other ways you can expand your peer base and discover new operations ideas.
• Check out your local chamber of commerce. If you haven’t already connected with your chamber of commerce, take a look at the calendar for end-of-year networking events. Many events provide opportunities to meet other retailers and businesspeople in your community in relaxed environments. These events allow you to learn how other retailers are hiring, marketing and finding success in the same neighborhood.
• Find educational opportunities. Connect with your local community college or the regional branch of the Small Business Administration for courses or educational meetings in your area. Consider choosing a personal area of interest or an area you may struggle with as a focus so you aren’t overwhelmed by the options.
• Connect with fellow PDRA members. While meeting other business owners regardless of industry can be valuable, talking to people who know exactly what challenges and successes you experience is critical. Let the PDRA help you find a peer in your area to talk to. Contact us at info@pdra.org or 800-737-0107 and we’ll introduce you to a fellow PDRA member.
Building Up Your Business
When you do have time to make it out of the store, attending industry events is a worthwhile way to spend it. There are dozens of buying shows, trade shows and seminars throughout North America that relate to retail, paint, coatings and decor and any number of other relevant topics that may help you improve your operation.
Consider the following types of events and how they may apply to your business. See the calendar on Page 56 for an overview of events that are coming up in the near future.
• Connect with a national organization. There are many national groups that support various initiatives relevant to your business, but one of the most well-known is the National Retail Federation. NRF hosts many events throughout the year, all with a specific focus. The Retail Advocates Summit in Washington, D.C. connects retailers with their elected officials; Shop.org focuses on retail in the digital age; Retail’s Big Show is an exhibition that highlights the latest innovations in retail; and NRF Protect discusses loss prevention strategies and best practices. Visit nrf.org for more information on any of these events and to learn more about the organization.
• Attend your buying group’s markets and events. Not only are buying markets great places to find new products, but they also provide opportunities to enhance your business. Find out what new services and programs your group is offering and make time to network with other retailers. Markets also present an opportunity to meet with your representative to discuss the direction of your business and how they can help.
• Join your association at the show of the year. Every spring, your association hosts the PDRA Paint & Accessories Show at the National Hardware Show® in Las Vegas. This show is one of the largest in the industry that highlights the entire home improvement industry. The dedicated paint and sundries area provides a significant opportunity to spot the next cool product for your business. Next year’s event is May 7-9, so mark your calendars. Learn more and watch the countdown at pdra.org/trade-show
By Chad Husted
Buying In Adds Up
Aretailer’s relationship with their logistical partner is one of the most important aspects to running a strong business. A distributor or buying group determines the product selection a retailer can stock, how they get those products to market and what kind of margins those products can bring to a business’s bottom line. Given those important factors, retailers should be fully aware of what services and programs are available across the paint and sundries industry.
Retailers should always be looking to keep their product mixes diverse and in line with the latest tastes of consumers. Sales representatives have the ability to keep retailers informed of the changing trends across the design and decorating world and can serve as valuable external assets for the business.
Paint & Decorating Retailer reached out to several of the industry’s most trusted distribution companies and buying groups to explore how retailers should be maximizing their relationships. We’ve highlighted some of the key programs available for retailers to take advantage of as well as added information for these key logistical companies.
Lancaster
Since 1953, Lancaster has demonstrated innovative leadership in the paint sundries industry. Originally a regional distributing company serving a portion of the Carolinas, it has grown to the point where its market area includes the U.S., Canada, Mexico, the Caribbean and Central America and South America.
Lancaster services more than 10,000 independent paint stores, national and regional paint chains, hardware stores and home centers. Its customers benefit from a motivated team of more than 280 Lancaster associates.
AllPro
Founded in 1960, AllPro is the oldest, most complete member-owned purchasing cooperative in the independent paint store channel. The corporation is comprised of over 300 independent paint retailers, approximately 2,000 retail locations, located throughout the U.S., Canada, Mexico, Bermuda and Europe.
Canpro Decorating Products Cooperative
Canpro Decorating Products is a member-owned buying cooperative formed in 1996 to serve to the needs of the Canadian independent decorating products retailers.
It is a central billing buying group, where members purchase from approved vendors, which include national paint companies, specialty coatings, applicators, tools, spray equipment, wallcoverings and window treatments.
Lancaster stocks over 24,000 products from more than 400 manufacturers. Members of its field sales team are highly trained paint and sundry specialists. These professionals regularly update their knowledge of product, consumer and market trends through manufacturer supported training sessions.
Highlights
• Exclusive distributor of Dynamic and Merit Pro lines of value-driver paint and sundries
• Seven distribution centers
• Secure website offers catalogs, promotions, order tracking, inventory control and invoices
• Mobile app brings online features to any mobile device
Contact: 800-845-8287; request.info@lancasterco.com; lancasterco.com
AllPro offers its members a private-label program, 401(k) and health insurance programs, an annual spring buying show and stockholder meeting, a next-generation training program and dedicated support staff.
Membership in AllPro is based on a company’s financial strength and market outlook. As such, every company must undergo thorough financial vetting and a market assessment process to be considered for membership. Likewise, supplier partners are selected based on organizational needs and commitment to the independent retailer.
Highlights
• AllPro brand consists of professional- and consumer-grade applicators, caulks, sealants, clear wood finishes and airless spray equipment, among other products
Contact: allpro@allprocorp.com; allprocorp.com
As Canpro is a shareholder of the AllPro buying group, members have access to the supplier programs of AllPro as well as Canpro’s own domestic Canadian vendors. Canpro also operates its own distribution center distributing AllPro and national-branded products to members across Canada. Canpro has an annual meeting each fall where members network and interchange ideas, elect a board of directors and see vendors’ products on display.
Highlights
• Product lines include coatings, applicators, tools, spraying equipment and some flooring products, among others
• Members have access to the annual closed trade show and meetings with other retailers
Contact: 780-428-6690; canprobuyinggroup@shaw.ca; canprogroup.com
Val-Test
Since 1962, Val-Test has been a buying and marketing group for distributors in the paint and hardware industries and is an advocate of two-step distribution.
Val-Test combines the volume and efforts of its members into collective units of buying and selling influence, allowing all members the benefit of buying as a larger group. This structure allows the group to expose buyers to sellers and streamline communications between them. When these enhancements result in stronger business relationships, members thrive and gain further success.
Paint Applicator Corp. of America
In 1969, the Velvet Touch Paint Roller Corp. formed as a family business. The business distributed paint rollers and began manufacturing paint roller frames in the basement of the family home while family members delivered them to customers using their own cars. In 1974, PACOA formed to expand product offerings and its distribution base.
PACOA now stocks over 17,000 items in its Port Washington, New York, warehouse and has fill rates in excess of 97 percent. As a family-owned business, the organization has kept its focus on independent retailers in the paint and sundries industry.
What Are Friends For?
It only makes sense that retailers should take advantage of every piece of assistance they can. That’s why they should make their sales representatives and other contacts their friends.
Distributors are one area where retailers can lighten the load of business ownership and management. Of course, retailers rely on buying groups and wholesalers to supply products for their businesses, but these organizations often offer far more than just supply lines and logistical solutions. Exploring the less obvious services provided through a distribution company or organization can yield great results that can save a retailer time and money. A retailer’s primary point of contact for these organizations often include a sales representative and possibly a delivery driver.
Val-Test provides both sales and marketing support for distributor members in the form of printed promotional materials designed to reach the independent retailer or painting contractors. These promotions drive sales and recognition from distributors to the independent paint retailer. Over the years, Val-Test also negotiated over 300 buying programs with manufacturers that provide additional discounts and promotional dollars.
Highlights
• Members have access to central billing and payment of invoices, rebate management and promotional materials
• Marketing consulting services are available
• Members have access to an annual show and member meeting
Contact: 847-285-6020; val-test.com
PACOA employs over 120 people who live and work within the communities it serves.
Through years of servicing independent retailers, the PACOA team has seen its role as keeping retailers in stock, competitively priced and carrying the proper product offering.
Highlights
• Next-day delivery available for orders placed before 5 p.m., with multiple deliveries per location available per week
• Members have access to two dealer markets per year, van promotions and price blitzes
• Merchandising teams are available for store resets
• Automatic pricing control
• Fleet consists of 16 privately owned and operated trucks delivering five days a week
Contact: 888-284-3000; pacoa.com
These are the “faces” of the organization that make the strongest ties to retailers, and they can be resources for retailers who want to learn more about how a buying group or distributor can help them. Retailers should make the most of these connections, inquiring about any programs or services available.
Attending markets and buying shows brings retailers together and face-to-face with more representatives of their wholesale suppliers. Often these representatives and managers will have booths and materials available laying out services they provide. On top of keeping an eye out for new products, retailers should take advantage of these trips by bringing some new knowledge into their stores as well.
What’s Your Pricing Strategy?
How to Show Your Competitive Edge on Price
Consider your pricing strategy on common sundries, impulse items and niche products. How do you know you’re staying competitive while earning a return on your investments?
Consumers today have more access to pricing information on the products they can find at any big-box store, such as tape, rollers and trays, than they ever have before.
So how do you address customers who express concerns about high prices or who compare prices on their phones in your aisles?
You can get ahead of these scenarios if you use the right tactics to be sure you are priced competitively for your market.
Two of the most common strategies in retail—price-shopping and price-matching—are key to any successful operation.
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
How often do you price-shop competitors’ stores?
Source: 2015 State of Pricing Study, North American Retail Hardware Association
As an independent business operator, however, you may not have immediate access to the data that larger retailers get from the corporate office. That means you’ll need to do some of the groundwork yourself.
The Truth About Price-Shopping
According to the 2015 State of Pricing Study , based on a survey of nearly 300 independent home improvement retailers conducted by the North American Retail Hardware Association, pricing-shopping competitors isn’t a widespread industry strategy for the majority of independent home improvement business operators. About 50 percent of survey respondents reported price-shopping at least once a month, while the remaining 50 percent were price-shopping only a few times a year or less often.
See the chart above from the survey results, and think about where your price-shopping strategies fall. Consider implementing price-shopping in your business to improve your competitive edge and enhance your price image with your customers.
To access the study, visit pdra.org or contact Member Services at info@pdra.org or 800-737-0107.
Remember that price-shopping isn’t only a retailer strategy; it’s a consumer strategy, too.
Consumers have more access to pricing information today than they ever have, and you need to make an effort to counteract that information before they’re comparing prices in your aisle.
Here are some pointers to help you get started on reconsidering your business’s pricing strategy.
• Price-shop at least once a month. Prices fluctuate frequently, so take the time to review your competitors’ circulars or send a staff member to a store.
• Don’t ignore the internet. Especially for niche products and impulse items, look on big-box websites and Amazon. You may be surprised how competitive your prices really are.
• Talk about your prices. Customers aren’t going to know how competitive you are if you don’t share the good news. Highlight prices in store, in your advertising and online.
See Part 2: The Truth About Price-Matching in next month’s edition of Coverage.
Respondents Who Answered “Other”
High Cost Performance Simultaneous Dispenser
Do You Need a New Plan?
Many retailers spend time collecting their customers’ email addresses, but then don’t take the next step. Email marketing can become a cumbersome task for small business owners who don’t have the time or the knowledge to create an email that turns clicks into sales.
The Paint and Decorating Retailers Association has an innovative solution with the PDRA Digital Marketing Newsletter Program.
“The Marketing Newsletter Program helps retailers reach their customers without needing to spend time writing articles or finding photos,” PDRA CEO LeAnn Day says.
“It’s a cost-effective solution that takes the guesswork out of digital marketing.”
For only $100 per month, retailers receive five trends articles and five corresponding images at the beginning of the month. The articles and images come in a ready-to-send template, but if desired, retailers can add in their own custom content.
A professional consultant is also available to help retailers develop each newsletter for their specific audience.
For more information about the ways in which the digital Marketing Newsletter Program can help you make meaningful customer connections, contact PDRA Member Services at info@pdra.org or 800-737-0107.
What It Takes to Differentiate
The growth of the paint and sundries category in recent years has spurred even more competition in the industry. With big-box home improvement retailers focusing on expanding the core of the category, independent paint retailers need to find ways to make their operations stand out.
Paint & Decorating Retailer wanted to learn how retailers like you are leading the charge to differentiate your businesses. We spoke to Jim Wolcott, owner of Sioux City Paint and Decorating in Sioux City, Iowa. Find out how Wolcott has transitioned his business over the last three decades to build his community’s trust, all while growing new niches.
Paint & Decorating Retailer (PDR): Tell us about Sioux City and the competition you have there.
Jim Wolcott (JW): We’re not that large of a city, but we have a fair bit of competition in the area. We have about 80,000 residents, and in town, we have two Sherwin-Williams stores, and we also have home improvement big-box stores Menards, Home Depot and Lowe’s. About 20 miles outside of town is the Diamond Vogel corporate headquarters, and their largest store is about three blocks from us. They’re strong in our area because they are local.
The three or four main paint stores in town are all within four or five blocks of each other, so that presents some challenges when it comes to competition.
PDR: What’s your strategy for managing competition from all those different angles?
JW: When I first bought the store, we were located in an area that wasn’t so great. We moved the store to a busy street, and then about eight or nine years ago, we built a new building. We installed nice displays, new color chip racks and big window treatment displays in a 3,500-square-foot salesfloor.
Once we did that, people started seeing us as a decorating center instead of a paint store. That transition has really helped us change how some customers viewed us, especially our female customer base. Sometimes, people are intimidated by a paint counter, and we want to make customers as comfortable as they can be.
The biggest thing we’ve learned to help us push back with the competition is to find our niche.
Fortunately, window treatments have been a big boon for us. It really took the place of wallcoverings on the residential side. And since we have a history in the area, we’ve built up a reputation so our contractors trust us with larger-ticket jobs. Those relationships have helped us get a shot at schools and hospitals and larger commercial jobs, which has helped us diversify.
The latest trend in window treatments is solar shades, which have really taken the place of miniblinds and vertical blinds, especially in multifamily units, like condos
and apartment complexes. They’re durable, and they keep a consistent look from the outside.
PDR: What are some services you provide that bring customers back to the store?
JW: In the wintertime, we host clinics for our residential customers on specialty products like chalk paint, milk paint and countertop kits. The key is that whether or not they buy something at the clinic, they feel more comfortable in the store. They know who we are, and they know we’re not going to pressure them to buy.
It’s important that we lead the product demonstrations, too, to build that confidence in the customer. We would rather have the company representatives come in and train us rather than them taking over the class. If we conduct the class, then we become the experts in our customers’ eyes.
We also offer custom spray cans and color caulking. We have customers come in who have just had a granite countertop installed with white, gray or clear caulk and it doesn’t look good. So we extract the caulking and mix it to match.
In order to beat our competition, we have to do things other paint stores aren’t willing to do.
Window treatments have helped build business for Sioux City Paint & Decorating. The store is home to nearly 90 full-size displays.
By Karon Warren
Fresh Coats
New Manufacturer Eager to Grow Brand With Independents
Husband-and-wife team Burju and Olivier Garnier have been in the coatings industry for 20 years, and now they are embarking on a new challenge. They’re launching Color Atelier Paint & Plaster, a new brand of small-batch paint and plasters made in San Francisco. This comprehensive line of residential and commercial specialty finishes and paints are all mineral- or water-based with zero to very low VOC counts.
“We produce some of the most environmentally-friendly paints and plasters available in the world today,” former paint chemist Olivier Garnier says. “We strive to help people rediscover the beauty of natural paints and plasters by creating artisanal products that respect and sustain our natural world.”
Lime Paint, Lime Plaster, Shower Plaster and Metallic Waxes are among the products available in a curated palette of colors with handcrafted depth and texture. Other product offerings include a selection of prep and protection products, premium acrylics and a line of brushes and tools.
While the Garniers know there is a large market for their products, they also know they won’t reach this customer base on their own. As such, they are turning to independent paint and hardware retailers to help grow and sell their brand. Because the company was just introduced in 2017, that dealer network consists of 10 stores in California.
“As a young company, our relationship with our distributors is getting stronger every day,” Burju Garnier says. “We are passionate about our products and what we do. Showing the potential of our paints and plasters and what can be achieved beautifully with them is one of our top priorities. Our products should be easily accessible to professionals and applicators as well as DIY consumers.”
Color Atelier works closely with its independent retailers, offering them in-store product application classes and technical support whenever it is needed. Burju Garnier says the company takes whatever steps necessary to educate retailers on their products so those retailers can assist their customers with product-related questions.
“We provide product displays with handmade product samples, application tools, brochures and signage,” Burju Garnier says. “We offer in-store application classes and technical support via email, phone and social media. Also, our website and soon-to-be launched YouTube channel will have informative product application videos. Product demo videos will be launched on our website, YouTube channel and social media in the coming months.”
In-store application classes are a strong draw for customers, who learn more about the product and its application possibilities, she says. “Professionals, faux finishers, contractors, developers, DIYers—a diverse range of customers attend these complimentary classes,” Burju Garnier says. “Color Atelier and retailers both send out invitations for these events. Store employees benefit from these educational meetings too, as they can be a fantastic training session for retailers who want to educate their staff on Color Atelier’s products and the many ways they can be applied.”
Although the company is a new entity for most independent paint and hardware retailers, the Garniers feel it has much to offer them in terms of a high-quality partnership. “Our relationship with our distributors are more direct and time efficient in terms of logistics and custom orders,” she says. “We manufacture all our paints and plasters in the United States, unlike many other natural mineral-based wall finishes available in the U.S. market that are imported.”
Color Atelier also is in talks with many of the industry’s buying groups to further extend its reach and network of independent retailers. “We have been in contact with buying groups, and some plans are currently in the making, however, it’s not been set up yet,” Burju Garnier says. “We are planning it for this coming fall or winter.”
Color Atelier plans to continue its commitment to independent retailers and its mission to create environmentally friendly paints and plasters. “As a young company, our relationship with our distributors is very important to us, and we will continue adding more retailers to our network,” Burju Garnier says.
Color Atelier Paint & Plaster specializes in lime paints and plasters, bringing the specialized coating to the independent retailer market. The business is looking to offer a U.S.-made product in the mineral-based coating market.
NOVEMBER 7-9
At the Home Improvement eRetailer Summit at Chicago’s Hotel Monaco, manufacturers, distributors and retailers can learn how to increase online sales of home improvement products through collaboration and partnerships. Attendees will gain insights from informative speakers, including Steve Dennis, president and founder of SageBerry Consulting; Laura Heller, editor of Retail Dive; Ryan DeChance, director of Discovery for The Grommet and many others. Learn more and register at eretailersummit.com.
SEPTEMBER 11-12
Coatings Trends & Technologies Loews Chicago O’Hare Hotel Rosemont, Illinois coatingsconference.com
SEPTEMBER 12-14
Shop.org
The Venetian Las Vegas Las Vegas shop.org
SEPTEMBER 24-27
New York Home Fashions
Market Week Various Locations New York City homefashionproducts.com
OCTOBER 1-5
ArtFusion
YMCA of the Rockies Estes Park Center Estes Park, Colorado artfusionevent.com
NOVEMBER 7-9
Home Improvement eRetailer Summit Hotel Monaco 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
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.
Connecting With Color
What could you do with nearly 20,000 gallons of paint? Since 2015, PPG has completed more than 170 Colorful Communities™ projects, impacting almost 5 million people in 23 countries with that amount. Nearly 9,000 employees and community volunteers gave more than 50,000 hours to make it happen.
The PPG Colorful Communities program was launched in 2015 with the goal of improving small communities around the world. The paint company, which is headquartered in Pittsburgh, Pennsylvania, made a 10-year, $10 million commitment to bettering local communities with the help of PPG employees and products. From painting playgrounds to revitalizing hospitals and community centers, the projects are all focused on putting a splash of color—and some life—back into local neighborhoods.
Last month, PPG named Malesia Dunn executive director of the PPG Foundation and corporate global social responsibility, which includes the Colorful Communities program. Dunn replaced previous executive director Sue Sloan, who retired in August.
“Since PPG’s founding 135 years ago, we have been committed to giving back to the communities where the company has a presence,” says Bryan Iams, PPG vice president of corporate and government affairs, in an announcement. “Malesia’s wide-ranging experience and proven capabilities will be invaluable as we continue to grow partnerships in our communities and build upon our legacy of corporate responsibility.”
Together with community partners and PPG employee volunteers, the program supports projects that transform community assets using donated PPG paint and coatings.
“Our main goal is to enhance, protect and beautify neighborhoods in the communities where PPG operates,” Dunn says. “We are extremely pleased with the program’s significant growth and success, and we look forward to maintaining the momentum we have built for years to come.”
To see videos of projects completed with the help of PPG employees and independent retailers, visit ppgcolorfulcommunities.com
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.
