Paint & Decorating Retailer April 2023

Think

John Rossman Former Amazon Executive

We’re All Digital. Now What?

Chris Hood

Former Google Head of Innovation & Strategy

Retailer Panel Discussions

• Learn From Real-World Cybersecurity Lessons

• Streamline Your Operation With Technology

• Tap Into Technology to Improve Inventory and Purchasing Management

• Create a Digital Marketing Strategy that Sets You Apart

Scan the QR code below to see the full conference schedule.

THE BAR FOR CUSTOMER EXPERIENCE

IS RISING... Learn How to Use It to Your Advantage

Think Like Amazon: Leadership for Innovation

John Rossman

Former Amazon Executive

We’re All Digital. Now What?

Chris Hood

Former Google Head of Innovation & Strategy

Retailer Panel Discussions

• Learn From Real-World Cybersecurity Lessons

• Streamline Your Operation With Technology

• Tap Into Technology to Improve Inventory and Purchasing Management

• Create a Digital Marketing Strategy that Sets You Apart

Scan the QR code below to see the full conference schedule.

Register by April 15 for the Lowest Rate!

A limited number of discounted tickets are available. Get your tickets today at YourNHPA.org/conference.

Meet some of the retailers taking the stage to share their experiences.

1025 E. 54th St. Indianapolis, Indiana 317-275-9400 NHPA@YourNHPA.org YourNHPA.org

COMMUNICATIONS

Melanie Moul Communications & Content Manager mmoul@YourNHPA.org

Lindsey Thompson Senior Editor lthompson@YourNHPA.org

Carly Froderman Associate Editor cfroderman@YourNHPA.org

Jess Tillman Retail Training Editor jtillman@YourNHPA.org

Autumn Ricketts Graphic Designer

Olivia Adam Graphic Designer

Austin Vance Production Manager

Kallahan Beatty Communications & Production Coordinator

Freda Creech Sales & Production Assistant

Kevin Trehan Digital Media Specialist

Julie Leinwand Marketing Manager

ASSOCIATION PROGRAMS

800-772-4424 | nhpa@YourNHPA.org

Katie McHone-Jones kmchone-jones@YourNHPA.org

Director, Member Services & Events

Kim Peffley kpeffley@YourNHPA.org

Director, Organizational Development & Consulting

Jesse Carleton jcarleton@YourNHPA.org Training Manager & Editor

Renee Changnon rchangnon@YourNHPA.org Retail Engagement Specialist

SALES

LeAnn Day lday@YourNHPA.org

Publisher Scott Gilcrest

317-508-7680 | sgilcrest@YourNHPA.org

Director of Sales & Southern Sales Director

Jordan Rice

217-808-1641 | jrice@YourNHPA.org

Northern Sales Director

Measuring for Tech Success

In any retail operation, measuring analytics and key performance indicators (KPIs) for processes and procedures is crucial for success. Next month, home improvement retailers share how they measure return on investment for technologies in their operations and best practices for evaluating whether a particular technology is the best fit for your business.

PAINT & DECORATING RETAILER

(ISSN 1096-6927): Published monthly except December by the North American Hardware and Paint Association, 1025 E. 54th St., Indianapolis, IN 46220. Phone: 800-737-0107. Subscription rates: January through November issues, $50 in U.S., payable in advance. Canada $75 per year. All other countries $100 per year. Single copy $7, except July issue, $25. Periodicals postage paid at Indianapolis, Indiana, and additional mailing offices. Postmaster: Send address changes to Paint & Decorating Retailer, P.O. Box 16709, St. Louis, MO 63105-1209. Returns (Canada): Return undeliverable magazines to P.O. Box 2600, Mississauga, Ontario L4T 0A8. PM# 41450540. Copyright © North American Hardware and Paint Association, 2023.

OUR MISSION

The North American Hardware and Paint Association (NHPA) helps independent home improvement and paint and decorating retailers, regardless of affiliations, become better and more profitable retailers.

NHPA EXECUTIVE STAFF

Bob Cutter President & CEO

Dan Tratensek

Chief Operating Officer

David Gowan

Chief Financial Officer & Executive Vice President, Business Services

Scott Wright

Executive Director, Advanced Retail Education Programs

Whitney Mancuso

Executive Director of Innovation & Engagement

NHPA BOARD OF DIRECTORS CHAIRMAN OF THE BOARD

Jared Smith, Jared’s Ace Hardware, Bishopville, South Carolina

EXECUTIVE VICE CHAIRMAN

Jackie Sacks, Round Top Mercantile Co., Round Top, Texas

DIRECTORS

Alesia Anderson, Handy Ace Hardware, Tucker, Georgia

Jay Donnelly, Flanagan Paint & Supply, Ellisville, Missouri

Ned Green, Weiders Paint & Hardware, Rochester, New York

Scott Jerousek, Farm and Home Hardware, Wellington, Ohio

Joanne Lawrie, Annapolis Home Hardware Building Centre, Annapolis Royal, Nova Scotia

Ryan Ringer, Gold Beach Lumber Yard Inc., Gold Beach, Oregon

SECRETARY-TREASURER

Bob Cutter, NHPA President & CEO

NHPA CANADA

NHPA CANADA

Michael McLarney, +1 416-489-3396, mike@hardlines.ca 330 Bay Street, Suite 1400 Toronto, ON, Canada M5H 2S8

CIRCULATION, SUBSCRIPTION & LIST RENTAL INQUIRIES

CIRCULATION DIRECTOR

Richard Jarrett, 314-432-7511, Fax: 314-432-7665

24

COVER STORY

Painting a Career

34

TRENDS

Steady Sales

Paint can bring an immediate facelift to any room with a small investment. Take an in-depth look at the paint market with insights provided by the Home Improvement Research Institute.

36

Bulking Up Cybersecurity

Luke Vander Linden shares insights into ways companies can protect themselves in a scary cybersecurity environment and offers a sneak peek of best practices he’ll share at the conference.

PAINT & DECORATING RETAILER | April 2023 4

DEPARTMENTS

ASSOCIATION

NHPA Heads Northwest

In late January, NHPA staff members embarked on their first NHPA on the Road trip of the year, touring eight stores in the Pacific Northwest. View the photo gallery for highlights from their travels.

38

CATEGORY FOCUS

Seeking Sales Growth

Learn five best practices, including clever merchandising and creative product sourcing, to take your applicators, sponges and rags category to the next level.

THE POSSIBILITIES ARE LIMITLESS

OUR BE S T FINIS H P AINT & PRIM E R

FEATURING:

SCUFF ARMOUR

WASHABLE TECHNOLOGY

STAIN BLOCKING

ULTRA-RICH COLORS

Carry all 3 of our price points—EasyCare® 365®, EasyCare® Ultra Premium and EasyCare® Limitless®—and you’ll be offering paint in price ranges where 90% of paint is sold.

NEWS, PRODUCTS & TRENDS Get the Latest Updates

Scan this QR code or visit PDRmag.com/april to see these stories and more resources for your operation.

Expanding Your Company Culture

One way to entice potential employees to join your organization is to show them how they can turn a job into a career. Discover ways you can find, hire and retain employees with training and a strong company culture.

Recognize Their Efforts

Employees who feel they are important and matter to a company will want to stay with that business. Recognizing your employees for their accomplishments will encourage them to continue to work hard and engage with your operation.

Establishing Their Career

Learn how the Tanner family built their business from the ground up and in the process started a tradition of making a career in the paint and decorating industry.

View the Academy Catalog

From the basics of retail to management and leadership courses, NHPA offers a wide variety of training courses. Download your copy of the new NHPA Academy Catalog to get details on all courses offered through the NHPA Academy for Retail Development

OPERATIONS

Bring Technology Into Your Business

As technology continues to advance and change, it can seem daunting to bring updates or new technologies to your operation. Read about best practices to put your business on the right path forward with technology.

ASSOCIATION

Travel Along With NHPA on the Road

Dive deeper into NHPA on the Road adventures by following NHPA on Instagram. Check out the highlighted stories to see the latest trip to the Pacific Northwest and highlights from other trips.

Available April 3

FIND MORE ONLINE PODCAST

Selling the Family Business

In Episode 85 of NHPA’s “Taking Care of Business” podcast, NHPA’s retail engagement specialist and podcast producer Renee Changnon talks with the vice president of hardware and facilities for JC Licht, Jeremy Melnick, about business transition and selling his family business, Gordon’s Ace Hardware, at the beginning of 2022.

Scan the QR code or visit the website below to listen.

YourNHPA.org/podcast

CONNECTIONS

How to Reach Dan

Dan Tratensek dant@YourNHPA.org

Accepting Change

Both of my daughters are grown now. In fact, they both have children, houses and productive lives of their own. But it wasn’t so long ago that my wife and I were carting around cars full of teenagers from one event to another.

I recall one such occasion particularly clearly. We had our youngest daughter and one of her chattier friends in the back of our car heading to a movie or mall or some other teenage hangout. Unlike most other trips similar to this one, where the car was overwhelmed with teenage chatter, this drive was strangely silent. Not a peep emerged from the back seat.

Wondering what was going on, I looked in the rearview mirror. I quickly noticed our passengers weren’t just sitting in silence, they were silently communicating with one another via text message.

At that moment, I realized our world had changed.

You’ve probably had these moments as well with your kids, grandkids or employees. The typical response to this occurrence starts with a phrase like “Kids these days just don’t…” And this may have been my first response. But the more I thought about it, the more I became comfortable with the fact that this kind of digital interaction was just an evolution. The notes we used to pass in class or whispers we used to sneak between each other in the back seat were now being transmitted digitally.

Which brings me to our businesses. If we have an entire generation that communicates, researches and exchanges ideas differently than we did, we can either fight it and grumble about it, or we can acknowledge it and embrace it.

A few years ago, I saw many retailers fighting it. It was the norm to ban mobile devices from the salesfloor, refuse to communicate via text and in some cases, block any technological advancements as a way to make a quiet stand against the norms of the new generation.

Thankfully, times are changing. Today, I see the more progressive retailers embracing technology in all its forms. Text communication can be more efficient than a call. Employees armed with a mobile device have access to more information than those without.

Like it or not, technology and the changes it has brought to communication and engagement are here to stay. You can either harness the power of this new generation or continue to fight against it.

That’s why the North American Hardware and Paint Association (NHPA) is focusing its attention on technology. We’ll highlight the ways the industry’s most progressive retailers are embracing it to drive efficiencies in their operations at our upcoming NHPA Independents Conference in Dallas, August 2-3.

(For more information go to YourNHPA.org/conference.)

No matter your age or current views on tech, I’d encourage you to take a look at the conference lineup and put the event on your calendar. And don’t worry, if you forget, we’ll send you a text or email to remind you.

Dan M. Tratensek Chief Operating Officer & Publisher

“Like it or not, technology and the changes it has brought to communication and engagement are here to stay.”

OUTREACH

Share Your Stories

Send your merchandising tips, event recaps, employee morale boosters and other stories to editorial@YourNHPA.org

OPERATIONS

People-Centric

Building Relationships Comes

First at Sarasota Paint Co.

Sarasota Paint Co. has been selling paint coatings in the Sarasota and Bradenton, Florida, areas since 1975. The company has grown to five locations, catering to both the professional and DIYer.

In 1988, current owner David Jasik and his father, the late Emil Jasik, bought the paint store from the previous owners. Today, three of David’s four children are involved in the multistore operation, including Jonathan Jasik.

According to Jonathan, one of the reasons the family business has done so well is its focus on building strong relationships with its customers first-and-foremost.

“I really don’t care about selling a gallon of paint, I care about building a relationship with my customer,” Jonathan says. “I might grab a meal with a customer, and I’ve even gone out fishing with a few. By building that trust and friendship, our customers are more inclined to come to Sarasota Paint for DIY and professional needs.”

At Sarasota Paint Co., building strong relationships with the community and customers has been key to its success.

Education That Goes Beyond Paint

Steering into its construction and design roots, Blue Mist Paint & Flooring in Spartanburg, South Carolina, recently began offering educational classes to teach customers remodeling basics like tiling, painting and staining, drywall repair, flooring installation and more. The paint and design store opened when owners Ashley and Heath Peterson decided to expand their construction and home renovation company into a retail business, and the classes were developed at the their customers’ requests.

“The clients we were doing renovations for would ask if tiling was something they could learn; they even asked about simple things such as repairing holes in the walls,” Ashley says. “These requests got me thinking about classes.”

The store’s first class, a drywall patch class, took place in January 2023, and a backsplash class was added in March 2023. Ashley says they plan to expand the classes to cover a variety of remodeling topics.

“These classes are a great way to let our community know about our growing business,” she says. “We hope to build relationships with people in the community who will consider our small, locally owned store for paint and flooring and share our knowledge, skills, values and character.”

Saving Space

Taking advantage of what could be wasted space, Dick’s Color Center utilizes the wall behind the checkout counter to display products. The operation has four locations in Oregon—Portland, Lake Oswego, Milwaukie and Beaverton—to serve the needs of professionals and DIYers, and each store creatively takes advantage of unused space.

Employees rotate out different products in the space behind the checkout counter to highlight new items and deals for customers and create a talking point when customers are checking out.

Blue Mist Paint & Flooring hosted its first educational class in January 2023, teaching customers how to patch drywall. The class was led by owner Heath Peterson

ASSOCIATION

Early Bird Discount Ends Soon

A limited number of discounted tickets to the NHPA Independents Conference Aug. 2-3 in Dallas will be available through April 15 . Register now at YourNHPA.org/conference

EVENTS

2023 Top Guns Take the Stage in Dallas

Meet This Year’s Award Honorees

WHEN IT COMES TO TECHNOLOGY in retail, evolving is key to success. This year’s North American Hardware and Paint Association (NHPA) Top Guns Award honorees demonstrate how utilizing technology—from basic to cutting-edge—can take an operation to the next level. As one of the industry’s top awards for 17 years, the NHPA Top Guns Award honors retailers who are making a difference in their operations, communities and the industry. The 2023 Top Guns honorees are TJ Colson, Eric Hassett and Scott Sommers.

Colson is the president of Wilco Stores, a division of Wilco Farmers, a regional farmer-owned cooperative that operates 25 retail farm stores in Oregon, Washington and California. He started with Wilco as a part-time warehouser and has served in several roles before being named president in early 2022.

Hassett is a third-generation owner and president of Hassett Ace Hardware, a five-store operation in the San Francisco Bay Area. Hassett is a strong believer in having an exceptional cultural foundation in his stores to ensure they provide the best service possible to the communities they serve.

Sommers is part of the fourth generation of family members leading Hartville Hardware & Lumber, the largest independently-owned hardware store in the United States. Sommers serves as the president of the company and executes a strategy that aligns with the company’s strategic anchors: best place to work, best guest experience and long-term sustainable results.

Meet the Honorees

Meet the 2023 Top Guns Award honorees at the NHPA Independents Conference Aug 2-3 in Dallas. There, you can learn more about this year’s honorees.

• Hear how technology has become part of their business at the Top Guns panel

• Meet the Top Guns honorees and get the opportunity to ask questions at the Top Guns reception, sponsored by STIHL and the National Hardware Show.

• Prepare for the Independents Conference by learning about the Top Guns honorees beforehand.

• Visit YourNHPA.org/top-guns to get to know more about each honoree.

• Pick up upcoming editions of Paint & Decorating Retailer to learn more about each Top Guns honoree.

• Stay up to date with our “Taking Care of Business” podcast to hear extended interviews.

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ORGANIZATIONAL DEVELOPMENT

Customize Your Training

To learn more information about NHPA’s custom training program options to strengthen your team and operation, visit YourNHPA.org/development.

Your Business Is Unique, So Your Team Training Options Should Be, Too

AS THE INDUSTRY continues to evolve, retailers are looking for a wide range of solutions for training and ongoing education for their staff. In addition to NHPA’s growing library of online and in-person training courses for all levels of your team, the association offers scalable customized training programs based on your individual needs, goals and budget. Whether it’s blending some of NHPA’s most popular courses together or creating a specialized experience tailored to your business, our experts can help identify the biggest opportunities for strengthening your operation.

The first step is speaking with NHPA’s retail expert. Kim Peffley is the director of organizational development and consulting and has over two decades of experience as a home improvement retailer. Together, you will discuss various topics and ideas, including what you would like to accomplish through training, how many staff members you would like to train and what success looks like to you.

Here are some of the questions NHPA will help you answer as you create the program that’s best for you.

What are your training goals? Are you looking to create a better onboarding process in your business? Do you have challenges with communication or productivity among your team? Do you have talented employees that need a more well-rounded education to take the next step in a more senior position? Peffley will help you harness your vision of a successful operation and build a plan to help you get there.

What topics would you like to address? More than likely, your company has a few specific training needs. NHPA can find a program to meet, including topics like developing leadership, helping your staff with soft skills, learning operations best practices and enhancing your merchandising.

What training format would you prefer?

NHPA can bring the training directly to your store with on-site instructors or virtual and hybrid training options. You can also customize the length and frequency of the course so it fits within your busy schedule.

Anything else to customize? Adding your own branding and store-specific processes is a critical part of your training. NHPA can incorporate that into the training material as well. You don’t have to use an off-the-shelf course. NHPA can customize a program that is unique to your operation.

Kim Peffley Director of Organizational Development & Consulting, NHPA

Meet the Expert

Kim Peffley is the director of organizational development & consulting. She began her career over 25 years ago, working at her family-owned True Value, and then served as general manager for a seven-store Ace chain in Indiana. She established development and mentoring programs, created merchandising procedures and was instrumental in driving sales, decreasing expenses and growing the business. As a certified DiSC® facilitator and consultant, Peffley uses her industryspecific retail management and leadership experience to offer professional training and support to retailers.

B

B U SI N E S S F O R S AL E

Northwest Farm & Home Supply Co.

Location: Lemmon, SD

Gross Revenue: $3 21 million

and warehouse space on 4 acres. The main bldg was constructed in 1994 with additions constructed in 2002 & 2004. Single story with 22’ clear height level doors and two dock height doors

B

Central Vermont Paint , Flooring , and Decorating

Business

Location: Vermont

Gross Revenue: $2.82 million

Price: $1 1 million

Full-service decorating store providing

kitchen/bathroom remodeling, cabinetry product o erings, design assistance, specialized service, and professional installation

B U S I N E S S F O R S AL E

Home Improvement Supply Store

Location: Missouri

Gross Revenue: $1 04 million

This historic home improvement and hardware store is a staple of its community and operates from its headquarters in Missouri. The Company is a long-standing retailer and installer of consumer and commercial improvement products

Hoosick True Value

Location: Hoosick Falls, New York

Gross Revenue: $1.26 million Price: $1.875 milli

This opportunity o ers a turnkey sale of a general hardware operation located in northeastern Rensselaer Co., New York The business serves five towns, southwestern Bennington Co , Vermont, and 25 miles east of Troy, New York

B U S I N E S S F O R S AL E

Private Business

Location: Alabama

Gross Revenue: $2.21 million

Price: $649,000

B U S I N E S S F O R S AL E

Private Business

Location: Pennsylvania

Gross Revenue: $1.6 million

SEE KI N G B U S IN E S S E S Gold Beach Lumber Yard

We are looking for:

•

•

•

• We prefer to keep all employees as part of the acquisition

• Single-store and multi-store

hardware operations

• Located in the Pacific Northwest

• Store size of 5,000 ft2-30,000 ft2

Send a note to editorial@YourNHPA.org about products you can’t keep on the shelf. Include your name, your business name and reasons why you love it.

2023 Retailers’ Choice Awards

For the past 57 years, the Retailers’ Choice Awards have shared insights from independent retailers on the best products on display at the National Hardware Show.

The awards, presented by the North American Hardware and Paint Association (NHPA) during the show in Las Vegas, honor manufacturers for their innovations.

The Retailers’ Choice Awards differ from most award programs because they rely on the opinions of actual retailers who know what their colleagues need in a product to attract customers. The judging panel was made up of independent home improvement retailers who walked the show floor and selected products they felt were unique and interesting.

This year’s panel included:

• Tiffany Baum, City Mill Company

• Phil Groff, PaulB Hardware

• Seth Hanson, Hansons Hardware

• Marianne Hanson, Hansons Hardware

• Adam Gunnett, Busy Beaver Home Improvement Centers

• Alexandria Lavaroni, Treat’s General Store

• Lisa Laverty, Capps Home Building Center

On the following pages, discover the products retailers felt had the most potential to excite customers and boost sales in their operation.

Paint Bucket System ALLWAY TOOLS INC allwaytools.com

Paint Can Sealer CLEAN CAN SOLUTIONS LLC wesavepaint.com

Travel Bar

H. GERSTNER & SONS INC. gerstnerusa.com

Collapsible Cooler CLEVERMADE clevermade.com

Misting and Drinking Bottle Cap EXTREME MIST PCS LLC extrememist.com

Anti-Slip Coatings ENGINEERED PROTECTIVE COATINGS LLC eznoslip.com

Cleaner STAR BRANDS thepinkstuff.com

Plant-Based Lubricant GEAR HUGGER gear-hugger.com

Wine Glass Holder WINEGRASP winegraspco.com

Hose CONSOLIDATED FOAM INC. gardienproducts.com

Canopy GCI OUTDOOR gcioutdoor.com

Ladder Leveling Platform

IDEAL SECURITY INC. idealprotools.com

Raised Planter Bed MERRY PRODUCTS CORP. merryproducts.com

LED Light KMS LLC kmswholesale.com

Eco Line

MR. BAR-B-Q PRODUCTS LLC ourbrandfactory.com

Collapsible Plant Tent NUVUE PRODUCTS | nuvueproducts.com

Bucket Lid PLANETARY DESIGN | planetarydesign.com

Roller Brush RITE-GRIP | ritegriprollerbrush.com

Repair Patch SDHOME PRODUCTS | sdhomeproducts.com

Robotic Mower SUNSEEKER US INC. | wildbadgerpower.com

Portable Dog Run WESTFIELD OUTDOORS | westfieldoutdoors.com

Electric Motor METALTECH-OMEGA INC. | metaltech.co

Miter Saw Protractor 109 TOOLS | 109tools.kr

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PRODUCTS See More Products

To stay informed about new innovations and trends, subscribe to the twice monthly Hot Products newsletter at PDRmag.com/subscribe

Pet Gazebo

WIN WORLD INTERNATIONAL TRADE | petgazebo.com

Valve Cover

ZONE INDUSTRY CORPORATION zoneindustrycorp.com

Flood Bags

ABSORBENT SPECIALTY PRODUCTS LLC | quickdams.com

Moving Dolly

MIDWEST INNOVATIVE PRODUCTS rhinocart.com

MUCH MORE THAN A JOB

HOW A SOLID COMPANY CULTURE CAN CREATE CAREER PATHS FOR RETAILERS

BY JESS TILLMAN

The home improvement industry is often seen as just a job or an income that pays the bills until a career is found elsewhere. According to Gallup’s 4 Things Gen Z and Millennials Expect From Their Workplace poll, Generation Z and younger Millennials make up 46% of today’s workforce, creating growing opportunities to encourage younger generations to join and pursue a career in the industry. Paint & Decorating Retailer spoke with two retailers who shared their own career paths and best practices for how to find and develop talent and help their employees establish a career in the industry.

A Hardware Start

Walter Rafolski, owner of Adelaide’s Paint & Decor on St. Simon Island, Georgia, began his paint and decorating career in 1980 mixing paints at his hometown hardware store. During that time, Rafolski met Phil Lancaster, president of Lancaster, a paint and sundry distributor.

Lancaster was impressed by Rafolski’s knowledge of color and selling abilities, and in 1988, Rafolski started as a regional paint salesman in southern Georgia and northern Florida.

During his travels, Rafolski came across Adelaide’s Paint & Decorating on St. Simon Island, just off the coast of Georgia.

“It was such a small store that when I visited, I helped restock the shelves, pull stock from the backroom and answer any questions customers had,” Rafolski says. “I got to know Adelaide Jones, who owned Adelaide’s Paint & Decorating, and frequently told her that if she ever wanted to retire, I would buy the store.”

After nearly 10 years on the road and friendship building with Jones, Rafolski, along with his wife Sandra, purchased the business from her and settled down in the St. Simon area in 1998.

“I wanted something I could pass on to my daughter, Rebecca,” Rafolski says. “And this store is what I have to give to her when the time comes.”

COMMITTED TO CULTURE

The team at Adelaide’s Paint & Decorating including Kenneth Newton (left), Rebecca McKenzie (center) and Josh McKenzie (right), pride themselves in having a family atmosphere and a willingness to help.

EDUCATION Next Level Training

Help your employees grow into leaders through the Foundations of Retail Program. Learn more at YourNHPA.org/foundations

Benefits Younger Generation Workers Expect From the Workplace

An employer who cares about their well-being

Open and transparent communication

Leaders who support a diverse and inclusive workplace

Ethical leadership

Source: What Employees Look for In Their Employer, 2022 Gallup

Walter Rafolski and his wife Sandra purchased Adelaide’s Paint & Decorating located on St. Simon Island in 1988.

Gain Profit-Focused Store Operations Training With NHPA’s Retail Management Certifi cation Program

Built for owners, managers and key employees in the independent home improvement industry, NHPA’s Retail Management Certification Program focuses on learning skills to grow store sales and profits.

Follow in the footsteps of more than 250 retailers who have graduated from the program. Students on average have earned more than 5X the return on tuition paid after implementing their student projects and putting what they have learned into practice!

These companies are advocating for independent retailers by supporting the program.

OPERATIONS

Investing in Employees

Putting effort into developing employees can lead to a better work environment and more effective workers. Learn more at PDRmag.com/employee-development

Chattanooga Paint & Decorating store owner Jim Praytor (above) and store manager, Jennifer Smith (bottom), believe in treating everyone like family and putting company culture first.

RESOURCES

New Academy Catalog

NHPA has created a comprehensive catalog of all programs offered through their Academy for Retail Development. Download your copy at YourNHPA.org/academy

Taking the Reins

Jim Praytor began his paint and decorating career in 1993 at Chattanooga Paint & Decorating in Chattanooga, Tennessee, where he mixed paint and assisted customers. Praytor applied for the sales position after his roommate’s mom mentioned the store was looking for a part-time employee.

“I started working part time at Chattanooga Paint & Decorating during college,” Praytor says. “I was studying economics, so it was helpful for me to be in a business where I could see the direct impact of each sale on the store, the employees and the surrounding community.”

After graduating college in 1996, Praytor stayed on full time, moving his way up from sales associate to assistant store manager.

“Originally, I didn’t think I wanted to be part of the paint and decorating industry,” Praytor says. “But the inclusiveness and flexibility of the store and the industry led me to the career I didn’t know I needed.”

In 2011, Praytor and his wife Dawn purchased Chattanooga Paint & Decorating from its previous owner, Eric Edmondson, who wanted to take a step back from the business to focus more on his personal life. Since then, Praytor hasn’t looked back, turning a part-time role into a full-time career and continuing to thrive in the industry.

Promoting a Career

According to the U.S. Bureau of Labor Statistics, in August 2022 there were large numbers of individuals quitting their jobs, especially in the healthcare and retail industries. This trend emerged at the end of 2021 and has remained steady in the months and years since. In the midst of these continuing labor challenges, retailers need to be creative in how they promote an open role, positioning it as more than just a job. They should explain the benefits for the individual such as health insurance or a 401k, as well as the benefits the employee can bring to the company and even the community.

Working in home improvement retail can mean working long hours and on evenings and weekends, so retailers need to show how it can be a rewarding career especially for those who love to help others solve their problems and have an eye for detail. For Rafolski, that doesn’t necessarily mean putting out an ad in the local newspaper, but talking to individuals in the community one on one to learn about them and how they could benefit each other. Praytor believes the same.

“Retail isn’t the easiest industry to work in,” Praytor says. “There is a lot of work that needs to be done to stay up to speed on all the products and feel comfortable explaining various details to customers.”

“The inclusiveness and flexibility of the store and the industry led me to the career I didn’t know I needed.”

—Jim Praytor, Chattanooga Paint & Decorating

Rafolski agrees, adding that those who like working with customers and enjoy solving problems, the paint and decorating industry is a great career option.

Both Rafolski and Praytor had different starts and paths to their careers in the paint and decorating industry. But one thing has kept them with their respective companies for so long—company culture. For Rafolski and Praytor, their company culture consists of friendly and knowledgeable workers, a family atmosphere and a willingness to help customers.

“I honestly believe my employees love what they do and like helping solve customer problems and answer questions,” Rafolski says. “It’s how I got started in the industry and what I want the employees to carry on for the next generation of leadership. If you put the effort into your staff and company within this industry, your employees will give back to you tenfold. ”

Praytor agrees, but also says employees stay with employers long term when they offer flexibility and a family atmosphere, which is the case with his staff at Chattanooga Paint & Decorating.

“We treat everyone like family,” Praytor says. “We congratulate each other when someone accomplishes something, either in the store or out in the community, whether it is simply making a solid sale or helping paint the local elementary school with donated paint.”

Investing in Employees

In order to help an employee establish a career within the paint and decorating industry, Rafolski and Praytor suggest paying attention to an

applicant’s personality and how it aligns with your company culture.

“When I hire for my store, I look for someone who will fit in with the rest of my staff,” Rafolski says. “I look for employees who enjoy talking with people, can learn the products quickly and aren’t afraid to ask to do more.”

Praytor looks for similar attributes when going through the hiring process. If an individual fits well with the current employees within the business, then that individual is a better match for the company than someone who only knows the products and doesn’t mesh with the rest of the team, Praytor says. Training an employee for specific job duties is easier than training them to fit into your company culture.

One way you can make sure employees are trained in your business is through the North American Hardware and Paint Association’s (NHPA) training programs. These training programs—including everything from retail basics to management principles—help each individual employee be the best they can be.

Showing employees a career path for them in your operation takes time and investment. Offering various training programs, even just the basics of merchandising, selling hardline categories and customer service, show employees they matter to the business. If they feel like they matter, then they are more likely to invest in the operation.

“When you invest in your employees, they will invest back in your business,” Praytor says.

Across the Nation

Read about previous NHPA on the Road trips and the stores visited at YourNHPA.org/on-the-road

Adventures in Retail

NHPA on the Road Explores the Pacific Northwest

BY RENEE CHANGNON

Traveling to new destinations is a great way to learn and have some fun. Exploring retail operations in communities away from your own can be an eye-opening experience, sparking innovative ideas you can bring back to your own operation.

This past January, three members of the North American Hardware and Paint Association (NHPA) embarked on another NHPA on the Road trip, this time to the Pacific Northwest. The team included Renee Changnon, retail engagement

specialist, associate editor Carly Froderman and digital media specialist Kevin Trehan. During their time in Oregon and Washington, they visited eight different retail operations.

“I love getting to visit retailers in their stores,” Froderman says. “We learn so much more when we are able to visit stores in person and see how a retailer operates—I’m always amazed at how unique each business is. We saw great examples of merchandising, interesting niches, employee training and more.”

SPOTLIGHT ON THE RETAILERS

The trip to Portland, Oregon, and the surrounding areas allowed the team to meet several outstanding retailers. Over the span of a week, they toured one company headquarters and visited eight different stores.

Renee Changnon and Carly Froderman got to tour the Wilco store and spend time with the team, including district manager Bryan King and store manager Adriane Naillon

This cute pup was brought to Wilco to get groomed. They have employees specially trained to be able to groom dogs and cats.

Renee Changnon and Carly Froderman had a wonderful first day in the Pacific Northwest touring two different Parkrose Hardware stores.

Lou Boss, owner of Dick’s Color Center in Milwaukie, Oregon, shows Renee Changnon a favorite product they always have on stock.

RESEARCH Looking Forward

Discover more home improvement insights from HIRI at PDRmag.com/hiri-deceleration

STEADY CATEGORY

IN UNCERTAIN TIMES

INSIGHTS FROM THE HOME IMPROVEMENT RESEARCH INSTITUTE

PAINT, PARTICULARLY INTERIOR

wall paint, has long been a go-to for many DIYers. With one of the highest DIY purchase incidences across home improvement categories, paint remains a constant in strong or weak markets. Every other year, the Home Improvement Research Institute (HIRI) conducts research with homeowners on over 200 individual products, including 23 paint and sundry products.

While paint and sundries have historically been one of the most purchased home improvement categories, the pandemic gave it an even larger boost that resulted in record-high consumer sales volumes. DIY homeowner purchase incidence of interior paint among DIYers jumped from 5% pre-pandemic to 27% post-pandemic. Boomers had a higher purchase incidence of paint and sundries (39%) than younger generations (24% among Gen X, 27% among Gen Y), which is something not often seen in other DIY categories since younger generations are typically more engaged in DIY projects.

HIRI also provides its members with regular product market size and forecast data, and when it comes to paint and sundries, the impact of so many DIYers noticeable. HIRI forecasts 2023 consumer

product sales for paint and sundries to slightly decrease 0.3% over 2022’s sales, but it could be argued that maintaining such high 2022 consumer sales is an achievement. HIRI forecasts 2023 pro product sales for paint and sundries to increase 4.6% over 2022. While these are not the double-digit gains seen in 2021 and 2022, they do represent a more historically competitive environment and demonstrate more opportunities among contractors.

Beyond 2023, paint may benefit from lower mobility rates seen among homeowners over the past 10-plus years. Today, the average homeowner stays in their home for 12.3 years, according to Redfin’s analysis of historical county records. That figure is expected to increase as homeowners face few options to relocate due to the low existing home supply of roughly 3 months, according to the National Association of Realtors. Average stays will also jump because of a sharp and a sharp increase in mortgage rates that’s keeping owners with low rates in their homes, which is being coined the “lock-in effect.” As more homeowners stay put, they may once again look to paint to provide their homes with a fresh look.

Interior coatings can bring an immediate facelift to any room with a small investment. Paint is affordable, which addresses the No. 1 home improvement challenge among DIYers and DIFMers today.

Paint is also a necessity for those completing a larger remodel. HIRI conducts quarterly project activity research among homeowners, where kitchen and bathroom projects are regularly in the top three projects completed or planned. Over 40% of homeowners who completed a kitchen or bath remodel did some painting as a part of that project.

Big project or small, low or high budget, paint and sundries can be a solution well-suited for many occasions. While sales may be stable in 2023, homeowners may grow wary in a few years of their recent paint projects. Paint remains well positioned for growth in existing homes and new housing once new housing starts regain strength in 2024 or beyond.

Paint & Sundries Purchase Incidence by Generation

Home Improvement Products

Source: HIRI

Yes, It Can Happen to You

STAYING ON THE SAFE SIDE OF CYBERSECURITY WITH LUKE VANDER LINDEN

oining the esteemed line-up of speakers at the 2023 NHPA Independents Conference Aug. 2-3 in Dallas, Luke Vander Linden and his organization, the Retail & Hospitality Information Sharing and Analysis Center (RH-ISAC) bring a wealth of knowledge in cybersecurity to help retailers protect their assets. The conference will cover a wide variety of technology topics that apply to all areas of your operation, including marketing, inventory management, e-commerce and more. In preparation for the conference, Paint & Decorating Retailer spoke with Vander Linden, who shared his career journey and gave a sneak peek of what attendees will gain from his presentation.

Vander Linden is vice president of membership for RH-ISAC, a cybersecurity sharing and collaboration community for the consumer-facing business sector. He is responsible for member growth and engagement and overall organizational strategy as part of the leadership team. RH-ISAC, which has grown by more than 50% over the past few years, partners with key trade associations to strengthen the collective efforts to improve cybersecurity across the retail and hospitality industries.

Putting Technology to Work for You

August 2-3, 2023 in Dallas

INDUSTRY EVENTS Learn More About the Conference

Scan the code to learn more about the 2023 NHPA Independents Conference or visit YourNHPA.org/conference. Early bird discount ends April 15!

a decade ago. Those breaches made the need for collaboration within the retail industry apparent and showed the industry it needed a secure environment for cybersecurity professionals to collaborate, share tPDReat intelligence and develop best practices and strategies. We started with 30 members and have grown to 230 members since then, representing about 3,000 cybersecurity professionals at those member companies. What our mission really boils down to is providing a space for collaboration, which results in the entire sector being more prepared and better protected from cybercriminals.

PDR: What impact did the pandemic have on cybersecurity?

LVL: Now, more than any time in our history, the cybersecurity industry has gone tPDRough a period of rapid transformation, especially because of the pandemic. During that time, most retailers essentially became full-time e-commerce companies. Many had never dabbled in online selling or connected with customers online and now they are dealing with online transactions, storing data and other digital challenges. So the pandemic really expanded what we call the attack surface, and it added a tremendous amount of risk and need for collaboration.

Paint & Decorating Retailer (PDR): Tell us about your career journey so far.

Luke Vander Linden (LVL): I did not initially come from the cybersecurity world but from the association world, and so I understand how important associations are to encourage collaboration and serve the professionals in that industry. I’ve also worked in nonprofit fundraising, which uses a lot of the same skill sets as working for an association, just for a different purpose. Before that, I worked in public broadcasting television. It hasn’t been a linear path, but it has been a fun ride so far. And it also proves that nontechnical people can have careers in cybersecurity or at least have a good awareness of it.

PDR: How is RH-ISAC helping retailers combat cybersecurity issues?

LVL: The RH-ISAC is a nonprofit membership organization founded in 2014, so it’s still fairly young. It was formed as the result of several large cybersecurity breaches in the retail sector about

PDR: What are some of the other cybersecurity trends and current issues retailers need to be aware of?

LVL: I think people have a preconceived notion of cyberattacks coming from highly sophisticated tPDReat actors. While cyberattacks and hackers are becoming increasingly sophisticated, many are relying on basic techniques, which means there are basic steps retailers can take to protect themselves. These include not using the same password everywhere and making sure all of your systems are updated. Strengthening your defenses with fundamental best practices can go a long way.

PDR: Can you give us a sneak peek of what your talk at the 2023 NHPA Independents Conference will cover?

LVL: I’ll discuss some of the trends we’re seeing in both smaller and larger organizations. And we’ll talk about those basic ways retailers can protect themselves. I’ll also go on a deep dive into some of the cybersecurity topics and areas retailers should pay attention to in order to protect their operations. I’m looking forward to meeting your members in Dallas!

“While cyberattacks and hackers are becoming increasingly sophisticated, many are relying on basic cybercrimes, which means there are many basic steps retailers can take to protect themselves.”

—Luke Vander Linden, Retail and Hospitality ISAC

Applying Applicator Knowledge

5 TIPS TO BOOST APPLICATOR, SPONGE AND RAG SALES

BY CARLY FRODERMAN

When it comes to paint applicators, there are countless options available for retailers to stock and customers to shop. While applicators, sponges and rags are often overlooked by retailers, investing time and money in these products can result in increased sales and higher customer satisfaction and loyalty.

Ralph Maddux opened Columbia Paint & Wallcovering in Columbia, Tennessee, in 1946. In 2009, Ralph’s grandson Zach Maddux returned to his family’s business and is now a third-generation co-owner of the operation with his father, Zeke Maddux. The 6,000-square-foot store serves an equal mix of contractors and DIYers in a flourishing town about 60 miles south of Nashville, Tennessee. With over 80 feet of selling space dedicated to applicators, sponges and rags in his store, Zach Maddux shares five best practices to boost sales in this category.

RESOURCES Seeking Knowledge

Give your customers paint applicator know-how. Learn more at PDRmag.com/educating-applicators.

1

Target cabinet shops to increase rag sales.

ACROSS THE WAY

5 REASONS CROSS-MERCHANDISING IS EFFECTIVE

1. Organizes products in the way they are used

2. Makes shopping easier and more convenient as products that are used together are merchandised together

3. Reminds customers of the products they need to complete a particular project

4. Encourages add-on sales

5. A good reminder to sales associates of add-on sales they can suggest

Source: NHPA Cross-Merchandising Trainer’s Notes

2

The applicators, sponges and rags category presents numerous opportunities for cross-merchandising, which leads to add-on sales.

Maddux increased the number of stain and lacquer products the store carries, bringing in more business from cabinet shops and furniture manufacturers, which grew lacquer sales and in turn, rag sales.

“Cabinet refinishing and painting has also become trendy with DIYers in the last few years, boosting rag and applicator sales even more,” Maddux says. “We make sure to stock the products needed for those projects and steer DIYers in the right direction when we can.”

Find new products through contractors, vendor reps and other friends in the industry.

Columbia Paint & Wallcovering’s building used to be a grocery store, so it is larger than the average paint store and can merchandise a wider variety of products. Thanks to this selection, it has become a destination for applicators for some customers, Maddux says.

“Any time a painter comes in and asks for a specific brush we don’t have, we add it to our mix,” Maddux says. “We have painters come from out of town to browse this category because it is so extensive and offers the largest selection for miles.”

Using contacts in the industry can also keep you up to date on the newest product trends.

“Our vendor representatives always recommend new products and let us know how similar retailers are doing with specific products,” Maddux says. “Having good relationships with vendors can lead to free samples of products you can give to painters to increase loyalty. We’re also friends with other paint store owners throughout the country and get recommendations from them.”

AROUND THE TABLE

The North American Hardware and Paint Association (NHPA) offers business owners the opportunity to connect with other independent retailers across wholesale affiliations. Each year, the association hosts several roundtable events on a variety of topics. At these events, retailer attendees share and discuss best practices and common struggles, empowering them with a list of ways to immediately improve their businesses. Round table topics include financial affairs, human resources, information technology, marketing and merchandising, women’s leadership, succession planning and more. To learn more, visit YourNHPA.org/events/roundtables

RESOURCES Sell the Whole Project

Share these tips for completing exterior wood projects to establish yourself as a project expert at PDRmag.com/exterior-wood.

3

Counter displays can make a difference.

COUNTING ON COUNTERS

Maddux says he was against counter displays at first because he thought they made the area cluttered.

“I have a vendor that recently sent me a counter display for one-pound bags of rags,” Maddux says. “I decided to give it a shot and put the display box on the counter. It’s done surprisingly well, and now we’re constantly restocking it.”

5 REASONS TO IMPLEMENT COUNTER DISPLAYS IN YOUR OPERATION

1. All customers pass this area since the checkout is usually near the main entrance

2. Reminds customers of products they may have forgotten to pick up while shopping or forgot to put on their list in the first place

3. Puts products within easy reach of the customer, making them very easy to grab and put in a basket

4. Creates urgency—having an item near the checkout gives the perception that it may be on sale or is a seasonal item that everyone else is buying

5. Gives customers something to look at while waiting in the checkout line

Source: NHPA Trainer’s Toolbox Counter Displays

4

Ask questions for more sales and increased customer loyalty.

Asking customers questions about what project they are trying to complete often leads to add-on sales or an upsell to a more quality product option.

“Asking questions allows employees to lead the customer to the product that will best complete their project, not necessarily just the product the customer requested or thought they wanted,” Maddux says.

“Questions show customers your interest, build trust and deepen your relationship with your customer.”

ADD IT UP

While asking your customers questions, it is important to keep in mind potential add-on opportunities. Here are the add-on sales that might come with a paintbrush or roller sale.

• Roller cage

• Roller tray

• Tray liners

• Paintbrush comb

• Mineral spirits

• Paint bucket

• Painter’s gloves

• Drop cloth

• Painter’s tape

Source: NHPA Trainer’s Toolbox Choosing the Best Paint Applicator

Pro Insights

Discover insights on the differences between selling sponges and rags to contractors and to DIYers at PDRmag.com/sponge-options.

Merchandise with intent.

Keeping your applicators, sponges and rags organized will make it easier for customers to find what they need and lead to a more satisfying shopping experience.

EXPAND YOUR KNOWLEDGE

NHPA’s Foundations of Merchandising Management program is crafted for the independent home improvement retailer to provide knowledge and guidance in merchandising disciplines from the supply chain to retail shelves. The execution of the tactics learned will produce optimal performance of inventory and retail floor space, enhance store appearance and fulfill the retail experience for the customer, consistent with the trailer’s brand. Visit YourNHPA.org/foundations to learn more.

“We organize our applicators, sponges and rags by brand and project,” Maddux says. “We also stock for every budget.”

While keeping categories organized is a good start, switching up product locations can also lead to increased sales.

“We try to move applicators, sponges and rags around constantly to make customers walk by new products and hopefully add to their purchase,” Maddux says. “We also move products around when seasons change. For example, in the spring we pull out more deck staining applicators and place them front and center for deck staining season.”

Merchandising differently for DIYers and contractors can also make for an easier shopping experience and boosted sales.

“We recently started stocking a product line that is meant for DIYers, so we added a section away from the other applicators with these products and created signage to draw DIYers’ attention,” Maddux says.

Zach Maddux (left) co-owns Columbia Paint & Wallcovering in Columbia, Tennessee, with his father, Zeke Maddux (right). They have worked hard to grow the 77-year-old business and expand its applicator, sponge and rag sales by listening to customers’ requests.

TRENDS

Trends Taking Over 2023

Discover 10 home design trends making a splash this year at PDRmag.com/houzz-trends-2023

BANKING ON Focusing In

BATHROOMS

WHAT’S HOT IN BATHROOM DESIGN

BATHROOMS ARE ONE OF THE MOST frequently renovated rooms in a house, so keeping up with the hottest trends and stocking the products customers need for these renovations can increase sales and raise customer satisfaction.

Consulting with top interior design experts, Fixr.com, a remodeling research organization, shared the latest bathroom trends in its Bathroom Trends Report 2023. Here are some insights from the 62 design experts featured in the survey.

Trends of the Future

50% of designers say wood-look/natural materials will grow in popularity

47% of designers say backlit mirrors will become trendy.

36% of designers say patterned tiles will be a must-have in homes.

Trends of the Past

60% of designers say glass blocks will lose popularity.

56% of designers say “Hollywood-style” lighting, or rows of lightbulbs across a mirror, will fall out of vogue.

38% of designers say vessel sinks will become less desirable.

Source: Bathroom Trends Report 2023, Fixr.com

Here are the bathroom features experts predict will be the biggest priority for homeowners to upgrade in 2023.

65% SHOWER

44% VANITY

25% FLOORING

11% COLOR SCHEME

75% of experts surveyed believe consumers are willing to spend more on a bathroom remodel in 2023 than in previous years.

Get Your Tech On

Join us to talk technology at the 2023 NHPA Independents Conference held Aug. 2-3 in Dallas. Learn more and register at YourNHPA.org/conference

Taking

Stock

SURVEY YOUR EMPLOYEES TO DETERMINE TECH NEEDS

ACCORDING TO CORESIGHT research, more than two-thirds of U.S.-based retailers plan to increase their technology spending over the next three years. Whether you’re ready or not, advancements in technology continue to move at a swift pace—it can be hard to know where to start and how to keep up. One way leadership can determine if technology is a good fit or decide what types of tech their operation needs is by creating a survey for employees that asks for their insights. Here are seven questions you can include in a survey for employees to gauge your tech needs.

What are the three biggest pain points in your specific role?

Are you aware of any technologies you think would make your job easier?

What technologies have you seen in use outside our operation that might be a good fit here?

Are there any tasks you are doing manually more than 2 or 3 times a week that could be automated?

Have customers mentioned any technologies they would like to see in our operation?

How are you utilizing our current technologies?

How does the technology you currently use help you be more efficient at your job?

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