Paint & Decorating Retailer November 2023

Vol. 63 • Issue 5 • November 2023 • PDRmag.com

Published by the North American Hardware and Paint Association

Digital Destination Meet Your Customers Online With an Effective Website Page 18

Multiple Locations Equal Extra Success Page 24

Take Care of Customers With Store Services Page 28

NOVEMBER ISSUE SPONSOR

COMING IN 2024

ADVANCED PAINT TRAINING FOR YOUR SALES TEAM Updated Courses and Resources Help You Sell More Paint

Advanced Paint Sales

UPDATED COURSES WILL FEATURE: • Updated content • Refreshed layout • Shorter modules • Interactive learning • Mobile friendly format • Printable study guides

Contact Us: Renee Changnon 317-275-9442 rchangnon@YourNHPA.org

NHPA is updating the Coatings Specialist and Paint Customer Service Specialist courses to a whole new training curriculum.

Advanced Paint Sales will consist of four online courses covering coatings, applicators and sundries, color and customer service.

After taking Advanced Paint Sales, sales associates will understand the different types of coatings sold in paint and decorating stores and be able to help customers choose the best one for their project.

Paint Problem Solver This reference guide will help sales associates understand the probable causes and recommended solutions for a broad range of interior and exterior paint performance problems. Full color photos and detailed explanations make it easy for sales associates to help customers identify why paint is failing and find the correct product for remediation.

Paint Problem Solver is available as an online reference tool or PDF printable guide.

Advanced Paint Sales and the Paint Problem Solver will be available to NHPA Premier Members in early 2024. If you are not a member, visit YourNHPA.org/membership to learn more.

Vol. 63 • Issue 5 • November 2023 • PDRmag.com

Published by the North American Hardware and Paint Association

Digital Destination Meet Your Customers Online With an Effective Website Page 18

Multiple Locations Equal Extra Success Page 24

Take Care of Customers With Store Services Page 28

OPENING DOORS TO INSPIRATION

Gel Stain • Excellent adhesion to fiberglass and previously finished surfaces • Concentrated to achieve beautiful, bold color • Easy one coat application for a variety of projects

• Perfect for previously finished surfaces like cabinets and vertical surfaces • Achieve intense, uniform color in a single application

• Use on floors, trim, interior doors, cabinets, furniture, and general woodworking • Highly pigmented, thick oil-based stain • Available in 24 popular trend colors

COME JOIN OUR FAMILY myoldmasters.com | (800) 747-3436 |

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Follow Us Online

Autumn Ricketts Graphic Designer Olivia Adam Graphic Designer Austin Vance Production Manager Samantha Mitchell Production & Design Assistant Freda Creech Sales & Production Assistant 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 Jordan Rice 217-808-1641 | jrice@YourNHPA.org Regional Sales Director

CIRCULATION, SUBSCRIPTION & LIST RENTAL INQUIRIES CIRCULATION DIRECTOR Richard Jarrett, 314-432-7511, Fax: 314-432-7665

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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.

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Lindsey Thompson Senior Editor lthompson@YourNHPA.org

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COMMUNICATIONS Melanie Moul Communications & Content Manager mmoul@YourNHPA.org

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

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NHPA EXECUTIVE STAFF Bob Cutter President & CEO

NHPA

Join Our Family Register your operation as a Premier Member of the North American Hardware and Paint Association (NHPA) and get immediate access to a wealth of paint-specific training content.

Plus, you’ll have access to additional courses on relevant topics like merchandising, selling skills, inventory management and more.

Not sure if you’re a Premier Member? Contact NHPA Retail Engagement Specialist: Renee Changnon rchangnon@YourNHPA.org 317-275-9442 Scan the QR code to register or learn how to take advantage of the courses.

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.

Dan Tratensek Chief Operating Officer & Publisher David Gowan Chief Financial Officer & Executive Vice President, Business Services Scott Wright Executive Director, Advanced Retail Education Programs Whitney Mancuso Executive Director, 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

November 2023 | PAINT & DECORATING RETAILER

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Volume 63 | Issue 5 | November 2023 PaintandDecoratingRetailer

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DEPARTMENTS On the Web . . . . . . . . . . . . . . . . . . . 5 Viewpoint . . . . . . . . . . . . . . . . . . . . . 6 The Big Picture . . . . . . . . . . . . . . . 8 NHPA News . . . . . . . . . . . . . . . . . . 10 Product News . . . . . . . . . . . . . . . . .12 Fresh Coat . . . . . . . . . . . . . . . . . . . 30 Calendar . . . . . . . . . . . . . . . . . . . . . 32 Finish . . . . . . . . . . . . . . . . . . . . . . . . 34

COVER STORY

Home Sweet Digital Home It takes more than a web address to expand your digital footprint.

Three retailers share their digital strategies and how having a comprehensive website has led to a successful digital presence.

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PROFILE

CATEGORY FOCUS

In the Neighborhood

The Extra Mile

What others might call saturated, John McKenna calls success.

He and his brother are the owners of The Paint Shoppes, a five-store operation in the Providence, Rhode Island, area, that has capitalized on the stores’ close proximity.

Going beyond selling products, these retailers share the ways adding store services to their operations boosted the bottom line, improved customer service and led to more loyal customers.

PAINT & DECORATING RETAILER | November 2023

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NEWS, PRODUCTS & TRENDS

Get the Latest Updates Scan this QR code or visit PDRmag.com/november to see these stories and more resources for your operation.

FIND MORE ONLINE

OPERATIONS

Where Retailers Want to Put Their Tech Dollars Gain insights into how companies are using technology and how they plan to allocate future technology spending.

CATEGORY

Furniture Goes Custom

Building a Top-Tier Website Having a website is a good first step in expanding your digital footprint. On Page 18, three retailers share their best practices for making your website work harder to engage with customers and broaden your digital horizons. Plus, discover other ways to improve your digital footprint below.

Build Your Google Presence

Learn how to take full advantage of your Google Business Profile to engage with customers and gain legitimacy with Google.

Reinvigorate Your Website

If you’re not regularly auditing your website, it can become tired and ineffective. Discover five signs your website needs a refresh and how to bring it up to date.

Strategy First

Wanting to offer more than just paint, see how one retailer developed her paint store into a one-stop shop for interior design needs, including offering custom furniture and reupholstery services.

PODCAST

Meet the Young Retailer of the Year Honorees With a record 11 retailers, this year’s class of Young Retailer of the Year honorees proves the future of the independent channel is in good hands.

In this episode, the third in the five-episode series, we’ll meet Austin Diehl and Katie Prus and hear about the ways they want to improve their operations and better serve customers.

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

Independent retailers who aren’t in the digital space are missing a chance to meet consumers where they are. Discover guidance for creating a digital strategy to engage with customers online.

YourNHPA.org/podcast

November 2023 | PAINT & DECORATING RETAILER

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How to Reach Dan dant@YourNHPA.org

Dan Tratensek

Leaving a Legacy

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“I guarantee that Bill’s passion is alive in the organization he helped shape.”

hy do you get up and go to work every day?

The answer might be simple for some among us, but my guess is that the real motivation for waking up and doing what we do is a little more complicated than “to earn a paycheck.” We all like to think that whatever it is we do for 40-plus hours a week is a little more important than what gets deposited in our bank account.

Sometimes I’ll look at my friends with nicer houses or bigger nest eggs than I have and think, “Man, why didn’t I go into finance or try my hand at commercial real estate?”

There is absolutely nothing wrong with either of those careers. But, outside of any pay, one of the things that motivates me to do what I do at the North American Hardware and Paint Association (NHPA) is I feel like we are making a difference.

We are a not-for-profit association. Our mission is simple—help our members be better and more profitable. Our members are small business owners, regular Jills and Joes trying to do their best to keep their family dreams alive.

No one knew this mission and had a clearer vision of why he got up and went to work every morning than NHPA’s former president and CEO Bill Lee. Bill and I both started at NHPA (then the National Retail Hardware Association) in 1996. We worked together for 21 years.

Like any working relationship, I guarantee we didn’t always see eye to eye. In fact, Bill and I probably argued about things more than anyone else I’ve ever worked with.

Even during these “robust discussions,” there was one thing I never doubted about Bill, and that was his motivation.

Saying Bill was passionate about helping independent business owners find greater success is downplaying his commitment to this cause.

I don’t know that I have ever worked with anyone in this industry who felt so strongly about supporting our mission than Bill.

Sadly, Bill passed away last month. Ultimately, it’s the same ending we’ll all face some day. When that day does come and we get to look back, it’s not the houses and boats that I think any of us will cleave to. I like to think we will measure ourselves by the impact we had on the things we cared about.

By any measure, Bill made an impact on the industry he cared so dearly about.

Independent retailers lost a strong advocate and ardent ally last month, but I guarantee that Bill’s passion is alive in the organization he helped shape, and we will all do our best to carry on with the level of commitment Bill helped foster during his years of service.

He will be missed.

Dan M. Tratensek Chief Operating Officer & Publisher

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

OPERATIONS

Whispers of Help Triboro Paint Center Employee Serves as Paint Color Expert

When customers at Triboro Paint Center need guidance on choosing the right color, they turn to The Color Whisper.

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nstead of stressing over color choices, customers at Triboro Paint Center can rely on the expertise and guidance of sales associate Rocky Boyle, better known as The Paint Whisperer. Boyle, who has been with Triboro Paint for 23 years, has an eye for color and has helped hundreds of customers choose the right option for their painting projects.

Each week, Boyle chooses a color to feature as that week’s Color of the Week. The color is

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posted on the operation’s social media pages and signs are put up in each of the stores in Warwick, Rhode Island, and North Attleboro and Foxboro, Massachusetts. Customers can also get a free half pint sample of that color during the week it is featured.

“Our customers have come to rely on Rocky’s design input and each week look forward to what color he will recommend,” says store manager Brooke Robison.

Craftsman Quality DIY Friendly

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MEMBERSHIP

What Can We Do For You? NHPA is always working to add new programs, services and offerings to better serve its members. Learn more at YourNHPA.org/membership.

ASSOCIATION

Remembering Former NHPA President and CEO Bill Lee In honor of Lee and his contributions to the industry, donations may be made to the American Cancer Society at cancer.org/givehope.

I ND U STR Y LE A D E R and former North American Hardware and Paint Association (NHPA) president and CEO Bill Lee died Sept. 29. Lee was a passionate supporter of the independent home improvement retail industry, serving the association for over 20 years before retiring in 2017.

Lee began his work with the association—then known as the National Retail Hardware Association or NRHA—as an outside marketing consultant for 12 years before starting as the association’s marketing director in 1996. During the late 1990s and early 2000s, NRHA launched its custom publishing department and catalog business under Lee’s guidance. In 2008, Lee took over as CEO and focused on making the association a more informative and valuable resource for members and the industry. Lee was also integral in developing the original version of the association’s product knowledge training course.

“Bill was a passionate advocate for independent home improvement retailers, and under his leadership, NHPA launched some of its most prominent and successful retail-facing programs,” says current NHPA president and CEO Bob Cutter. “The impact he made as an advocate for the industry will be felt for years to come.”

PRODUCTS

Outfit Your Team and Stock Your Shelves Shop for customizable merch for your employees and store at YourNHPA.org/shop.

READY TO make a statement?

NHPA’s online store is your one-stop shop for customizable home improvement and paint-inspired merchandise. Choose from adult T-shirts, hoodies, hats, totes, toddler tees and baby onesies. Outfit your team or stock your shelves with fun designs that are tailored toward industry professionals, DIYers and the youngest members of their families.

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EDUCATION

Explore NHPA’s Educational Offerings Visit YourNHPA.org/academy for information on our solutions for your growing business.

ASSOCIATION

Get on Track for 2024 From NHPA’s Cost of Doing Business Study to the NHPA Health Insurance Program, it’s time to plan for 2024.

A S 2 0 2 3 W I N D S D O W N , now is the time to make decisions for the coming year. As you explore options to make 2024 even better for your business and employees, don’t forget about the following NHPA offerings.

2023 Cost of Doing Business Study For more than 100 years, independent home improvement retailers have trusted this annual benchmarking tool to help them understand how their businesses compare financially to typical and high-profit operations, make informed decisions for their operations and strategize for the future. To purchase the complete 2023 study, visit YourNHPA.org/codb.

NHPA Health Insurance Program Affordable group health insurance can help you attract and retain employees for your small business. The NHPA Health Insurance Program, managed by Custom Benefits Insurance Group, is a group plan that allows independent operators to access benefits at lower rates due to the volume of retailers who participate nationwide. To learn more, visit YourNHPA.org/health-insurance.

TRAINING

Onboarding Resources for Your Next Hire Access NHPA’s Onboarding Handbook at YourNHPA.org/shop.

FINDING QUALITY EMPLOYEES to work for your business can be a challenge, so when you finally find the right fit, get them started off right with an effective onboarding process. Employees who are engaged, who have the knowledge they need to be successful and who understand the opportunities for future career development are more likely to stay for the long term. Effective onboarding is critical to employee retention, and NHPA has resources to help you develop a program. Here are three onboarding resources you can start using today.

Onboarding Handbook. This guide helps owners and managers develop their own onboarding program or improve on what they have. It includes best practices and a checklist for what to do on a new hire’s first few weeks on the job. It is available for purchase at YourNHPA.org/shop.

Joining a Retail Team. This online course helps new employees understand their new role as a retail sales associate.

In six short modules, the course covers teamwork, customer service and why independent retailers are an important part of the community. This course is available to NHPA Premier Members.

Visit YourNHPA.org/membership for more information.

Job Description Templates. Clear job descriptions lay out your expectations of a new hire and give them more confidence as they start their new job. NHPA has created a series of job descriptions to use as a guide for creating your own. A starter pack of nine free job descriptions is available at YourNHPA.org/job-descriptions. For more template options and retention resources, you may purchase the Employee Retention Kit at YourNHPA.org/shop.

November 2023 | PAINT & DECORATING RETAILER

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Retailer Recommendations Send an email to editorial@YourNHPA.org telling us about the products your customers love and why they are such a hit in your business.

CORDLESS POWER STAPLER

BLACK + DECKER | blackanddecker.com

The BLACK+DECKER 4V MAX* Cordless Power Stapler is USB rechargeable, weighs less than 2.5 pounds and allows crafters to move between craft rooms, garages, basements, studios and anywhere in between to complete projects. It is compatible with staples ranging from 1/4-inch to 9/16-inch and 18-gauge brad nails.

HIDDEN DECK FASTENERS

NOVA USA WOOD PRODUCTS | novawoodusa.com

ExoDek® QuickClip™ Hidden Deck Fasteners are designed for typical grooved deck boards with 3/16-inch height grooves and expand and contract with the natural swelling and shrinkage of hardwood and softwood decking, as well as PVC and composite boards.

SELF-ADJUSTING SPRAY BOTTLE PIVOT ™ | pivottools.com

PIVOT™ is a spray bottle with a handle that pivots freely, keeping the bottle upright and the supply tube in contact with the fluid at all times, eliminating air bubbles that can clog the line. It automatically adjusts to keep the bottle’s weight below the user’s hand at all times, minimizing strain and fatigue, and the spray head can lock in the closed position for safety.

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“I like the thickness of the handle and that it doesn’t cramp your hand.

I think this paintbrush offers a high level of consistency and holds paint better than other options.”

—Cody Justice, Blue Mist Paint and Flooring

SPRAYER

TITAN | titantool.com

Titan’s Impact 1140IA is an electric smart sprayer that works with the free MyTitan app on mobile devices via IntelliSync™ Technology. The app includes features such as InCommand™ Dashboard for adjusting pressure, monitoring run time and paint use and automatically storing job details and TipAware™, the paint industry’s only live tip wear indicator for monitoring tip life in real-time. The efficient siphoning system effortlessly handles a range of coatings from stains and sealers to heavier-bodied coatings like elastomeric. Stainless steel balls and carbide seats are resistant to abrasive coatings and the PermaLife™ Cylinder doesn’t wear or need replacing.

PAINTBRUSH

THE WOOSTER BRUSH CO.

woosterbrush.com The Wooster Brush Co. Silver Tip brushes have excellent leveling and smoothing properties with all paints, but are especially suited for applying enamels to metal, varnish or polyurethane to wood and lighter or thinner water-based coatings.

November 2023 | PAINT & DECORATING RETAILER

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TOOL HOLSTER

SPIDER TOOL HOLSTER | spidertoolholster.com

The Spider Tool Holster is designed to improve the way you carry your power tools. The Tool Holster is a belt-mounted carrying system for power tools and works with any belt. Spider Tool Grips pair with any hand-held power tool, including power drills, impact drivers, reciprocal saws, pneumatic nailers and more.

MIDWEIGHT PULLOVER HOODIE

MILWAUKEE TOOL | milwaukeetool.com or 800-729-38783

Constructed of a lightweight, cotton polyblend material that allows for easy layering and greater breathability, Milwaukee’s Midweight Pullover Hoodie features a forward shoulder design, rib-knit cuffs and waistband, a drawstring adjustable hood and is fleece-lined for warmth. The drop shoulder seams are paired with reinforced pockets to reduce wear and tear. It is available in black, gray, blue and brown in sizes from S-3X.

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SPRAY PAINT

RUST-OLEUM | rustoleum.com

Rust-Oleum’s Custom Spray 5-in-1 allows painters to choose from five different spray patterns: high output, standard, low output, vertical fan and horizontal fan.

With a turn of the dial, select fan sprays for larger surfaces and lower output sprays for detailed areas.

The formula harnesses technology to provide 30% greater corrosion resistance and color retention as compared to the original Stops Rust.

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GOING DIGITAL Chattanooga Paint and Decorating owner Jim Praytor hired a marketing consultant to refresh their website.

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MARKETING

Get on Google

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Take full advantage of your Google Business Profile to engage with customers. Learn more at PDRmag.com/google-business-profile.

Onward Online Use Your Website to Expand Your Digital Footprint

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e’ve come a long way since 1991, when the European Organization for Nuclear Research, home of the scientist who came up with the idea for the World Wide Web, launched the first website with text only and rudimentary hyperlinks.

Now, nearly 2 billion websites vie for consumers’ attention. To gain a piece of the digital market share, a business needs an engaging website that answers customers’ questions and allows them to get to know your brand.

An effective website can also bring customers into your physical store. According to The OptiMine Index:

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2022 Media & Performance Trends, an in-depth look at the cross-channel impacts of marketing channels, the in-store conversion rate for websites is 59%. The report found that an operation’s website leads to consumers choosing to shop in-store 30% more than they pick to shop online.

Whether you are launching a website for the first time or looking to make your current one more effective, follow the journey of three retailers who recently revamped their digital strategies by undergoing major website updates. Learn from their processes and glean best practices to effectively use your website to drive your digital presence.

U.S. digitally influenced in-store retail sales 2027 2022

$3.8 TRILLION $2.7 TRILLION Source: 2022 Digital-Influenced Retail Sales Forecast U.S., Forrester

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MARKETING

Why You Need To Be Online Learn why retailers should develop a comprehensive digital marketing strategy and how to get started at PDRmag.com/digital-marketing-strategy.

Keeping Google in Mind

When Jim Praytor purchased Chattanooga Paint and Decorating in Hixson, Tennessee, in 2011, the company had a rudimentary website that was built and managed through a major paint manufacturer. A few years into ownership, on the recommendation of another local small business, Praytor hired a local independent contractor to take over the marketing of the company. This contractor built a new website, designed a new logo and started the company on a new trajectory for marketing.

“We did that for about maybe four or five years, and then I met Christi Broom through my office manager,” Praytor says.

Broom had been working for a home design company, managing a marketing budget of over $1 million, and when that company was bought out, she was looking for a new role. Praytor hired her to come on and take over the marketing strategy, paying her a monthly fee. During the website revamp, she took input from Praytor and other employees to create a comprehensive website that appeals to customers and expands the company’s digital footprint.

“She told us what we needed to do to grow, which was the goal,” Praytor says.

While connecting with customers was important as Broom developed a new strategy for the store’s website, she focused on using the website to improve search results on Google.

In the past, companies only needed a website that shared pertinent information with customers. Now, a website needs to have all the necessary components to meet Google’s search result algorithms.

“Today, a website needs to talk to Google,” Broom says.

“A website needs more content, pictures and other information that maybe the consumer doesn’t need to read or never will read in order to show up in search results.”

Broom was able to get Chattanooga Paint’s website Google verified and has been undertaking search engine optimization (SEO) and search engine marketing (SEM) campaigns to boost the website in search results. With the SEM campaigns, the company pays for ads to show up in search results for certain keywords.

The company that hosts the Chattanooga Paint website sends an analytic report each month, and Broom is able to see the analytics for Google and the website at any time.

“Thanks to our SEO and SEM campaigns, the stores are able to show up and be very visible when a consumer searches for the company, its products and services and even competitors in the area,” Brooms says. “Through these campaigns, we are inviting people to visit us online and in the stores and trying to stay top of mind of a consumer.”

As an added benefit, Broom uses the data collected from reports to make creative marketing decisions. She analyzes the data to see if what she has implemented is working and makes changes to get better results. She says that at times, she sees surprising trends from the consumer and uses that information to improve marketing efforts.

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A NEW AUDIENCE The revamped website has brought in new customers to both Chattanooga Paint and Decorating store locations.

While having an effective website is key, having that website communicate with Google and pairing it with a direct and strategic marketing campaign takes your efforts to the next level, Broom says.

“It all works together as a complete organism, reaching the consumer where they are, multiple times,” Broom says.

“It’s easy to slip through the online cracks if you don’t have a comprehensive strategy.”

As a paint retailer, Praytor says there are several components every business should include on its website.

Contact information that is easy to find on the first page tops his list of must-haves for a website, and he also thinks photos of your staff and an “About Me” page sharing the history of the operation and its people is crucial to showing authenticity and connecting with customers.

If you don’t offer e-commerce as part of your website, at minimum list the brands you carry.

Who to Hire Where to Find Help Building Your Digital Presence Regardless of the size of your operation or your budget, a comprehensive digital strategy, including a website and social media, is possible.

Rand Jenkins, founder and director of strategy for Mountain Mojo Group, a marketing agency that specializes in working with small businesses and hardware stores, offers several options depending on your operation’s annual revenue.

At a minimum, an office administrator, technology savvy sales association or assistant manager who has eight hours a week to spend on digital marketing can be an option.

“That employee can also use that time to build out the job description and strategy in preparation for hiring a full-time employee or an agency,” Jenkins says.

Store revenue of $750,000 to $2 million Jenkins recommends hiring an independent contractor from a freelancing website like Upwork. This individual should have high ratings, at least three years of experience in communications and content creation and the ability to handle eight to 20 hours of work per week.

“For a solid U.S. contractor, you’ll pay $40-$100 an hour, and for an offshore contractor who may or may not be reliable, you’ll pay $5-$25,” Jenkins says. “You’ll also need someone from your team to have a firm understanding of marketing strategy to be the point person for communications and coordination.”

Store revenue of $2 million to $5 million At this level, a full-time equivalent (FTE) can be a good option to lead your marketing efforts. This person is typically in charge of social media and is decent at graphic design and photography, but most importantly understands how to build relationships and connect with people in a genuine way, Jenkins says. Expect to pay a salary of $52,000 to $60,000 with a return on investment goal of 1-2% growth from their efforts.

Store revenue of $5 million to $9 million For larger organizations, an agency can provide the level of marketing strategy and implementation you need to be successful. Jenkins recommends an agency with solid reviews, at least three years of business and a solid understanding of marketing strategy with the ability to create and distribute impactful content.

“Ask them how they report on their work to make sure they’re measuring and sharing with you their results,” he says. “For a group that will move the needle for your stores, you can expect to pay $1,500-$15,000 a month depending on your budget and growth goals.”

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LET’S CONNECT Handyman Hardware’s revamped website provides another way to engage with their customers.

“A lot of customers search for and are looking for specific brands online, so displaying at least your top brands on your website can help drive traffic to the site and then bring those customers into your store,” Praytor says. “Just be careful not to overwhelm customers with information, especially on the first page. Offer a nice basic home page and be clear with easy navigation to click through to other pages and additional information.”

Broom’s digital strategy and new website especially have brought in a lot of new faces, including homeowners and DIYers. The revamped website also helped bring customers into the new store when Praytor opened a second location in Ooltewah, Tennessee, in 2019.

“Our website is really targeted to those audiences of new customers and DIYers, and it’s paid off as we’ve seen an increase in those consumers coming in,” Praytor says. “We’ll get anywhere from three or four to 10 or even 20 new clients a month that we don’t have in our customer database.”

An effective website is just one piece of the digital presence puzzle; Broom says it is important to incorporate social media and take advantage of online platforms like Google Business Profile and Apple Business Connect.

“Google also looks at whether you’re sharing similar content on Facebook and Google My Business as you are sharing on your website,” Broom says. “It is important to create cohesive messaging across all of your online and digital platforms to create the best online presence that meets your customers where they are.”

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Growth Through Evolution

For over five decades, Handyman Hardware has been serving the home improvement needs of DIYers and professionals in the St. Louis, Missouri, area with exceptional customer service, a superb product selection and helpful services at three locations. Along with delivering quality products and services, owner Dave Otto recognizes the necessity of having a comprehensive online presence as an extension of their in-store presence and customer service.

When the operation’s wholesaler discontinued its e-commerce ship-to-store platform, the leadership team, including Otto and other management-level employees, began rethinking digital strategy and what they hoped to achieve with a digital presence. The company’s priorities around building a digital presence included reaching new customers and giving existing customers a new way to interact with the operation, says director of store operations Jason Fank.

“One of our goals was also to be able to track the effectiveness of any digital marketing we were planning on doing,” Fank says. “The data and analytics we gain from our website, social media and other sources are key to determining whether our strategies are successful.”

Fank oversees the marketing strategies, which are managed by Christine Byrne, who joined in a full-time marketing role in 2013. The store’s IT expert, Walt Thomas, who has been with the company since 1996, has also played a major role getting the new website off the ground.

As leadership got deeper into digital strategies, in 2022 the company’s web developer introduced them to Mountain Mojo Group, a marketing agency based in Flagstaff, Arizona, that specializes in supporting small businesses and independent home improvement companies with marketing strategies.

“Hiring a marketing firm has made all the difference; they do all the heavy lifting from content creation to data analytics,” Fank says. “Thanks to their work, we found out our customers want to interact with our brand online—it’s a natural extension of the customer experience we provide in-store.”

A major focus of Handyman Hardware’s digital presence strategy was revamping the website to better reach new customers and connect with existing ones.

“Our stores have deep roots in their communities,” Fank says.

“Telling our story on the site and reinforcing that story in social media posts is essential for us.”

Because we are all inundated with marketing messages every day, customers are looking for authenticity, says Rand Jenkins, founder and director of strategy for Mountain Mojo Group.

“When they get on a website, they want to see photos of people they might see in the aisles of the store,” Jenkins says.

“They want to see a company that cares about the community, they want to see local.”

As the core of your company, your culture should also play a major role in developing your digital presence strategy, Jenkins says.

Fank and his team followed Mountain Mojo Group’s suggestions and worked to inject personality and authenticity into the company’s website. Handyman Hardware’s website includes an “About Us” tab at the top of the home page and a link to that page on the home page. The “About Us” page shares the company’s mission, vision and history.

“Christine, Walt and I participated in every step of the design of the new site,” Fank says. “Because none of us are experts at website development, we leaned heavily on advice from our partners, but we made all the decisions.”

Having live inventory on the website was another priority for Handyman Hardware because consumers want to know if a store has the exact product they need and if the store has enough in stock, Fank says. To offer live inventory successfully, the operation had to have good SKU data, which it has gathered over the years thanks to Thomas’ efforts to put those data gathering systems in place. The better the store’s data, the better the search function is on the site, which is critical for customers to easily find what they want to find.

In the end, the website had to deliver a great customer experience, so the site has to be easy to use, Fank says.

The team also wanted to put more focus on services like installation, screen and window repair and the operation’s remodeling partnership with a local construction company in an effort to better serve customers.

“Our website is still too new to determine its impact on the bottom line, but the research I’ve read says that most

“We found out our customers want to interact with our brand online—it’s a natural extension of the customer experience we provide in-store.”

—Jason Fank, Handyman Hardware customers will find the product they need on the website but come into the store to make the purchase,” Fank says.

“So while the website may not pay for itself with online revenue, we expect it to drive footsteps to our stores. So far the number of visits to the site is very promising.”

What Customers Want

When James and Megan Coté purchased Osterville Hardware in 2010, the store was in danger of going out of business.

The Cotés poured time, energy and money into revamping the physical store, adjusting merchandising and product assortments and providing a better flow. They also turned their sights on the store’s digital presence, including delving into social media.

“Almost immediately, I set up a Facebook page for the store and started using that to talk about the changes and promote the products we were getting in,” James says.

The process for developing a full digital presence strategy evolved from there, and led to Megan creating a new website using the website hosting and design platform Wix. Using Wix allows the Cotés to personalize the website and simplify the process of managing the site.

The marketing and digital tasks now fall on part-time marketing director Meaghan Didato, who had been a sales associate and expressed interest in running the operation’s social media channels. The Cotés empowered Didato to take on the social media duties, which led to her eventually completing a minor in marketing and taking over all marketing strategy for the store.

“We developed a position for her last year, and she’s been great in that role ever since, which has taken those tasks off our plates and allowed us to focus on other areas of the business more,” James says.

Two to three times a year, Didato reviews the website with the Cotés to ensure it is still effectively communicating the operation’s message and connecting with customers.

While the Cotés don’t utilize much SEO, they do track Google Analytics and have a monthly digital ad budget that has helped drive traffic to the website. They have not gone into full e-commerce, but do offer online shopping through the store’s wholesaler.

“Our website might be simple, but we strive to give customers what they need,” James says. “We think our site achieves that goal.”

November 2023 | PAINT & DECORATING RETAILER

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DESIGNER DIGS The Paint Shoppes’ Providence location features a beautiful design center.

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Neighborhood Close Proximity Equals Extra Success BY

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hat others might call saturated, John McKenna calls success. John and his brother Buddy McKenna are the owners of The Paint Shoppes, a five-store operation in the Providence, Rhode Island, area. The state is home to 1 million residents and Providence’s population is just under 200,000 people, but the five store locations have enjoyed big success in a small area.

TH OMPSON

McKenna opened the East Providence location nearly four decades ago, in a storefront two blocks from the existing location. From there, the company expanded to open stores in Providence, Johnston, Warwick and West Warwick, Rhode Island.

While the stores overlap some in their customer bases, McKenna says customers appreciate being able to visit one his stores wherever they are in the city.

COMMUNITY

A Helping Hand See how fellow retailers are building customer loyalty through community connections at PDRmag.com/building-loyalty.

November 2023 | PAINT & DECORATING RETAILER

25

“Contractors especially like our multistore model,” McKenna says. “They know they can get the same pricing and level of service no matter which of our locations they visit.”

The close proximity of the stores has also improved the company’s inventory management processes, McKenna says.

If a customer comes into one of The Paint Shoppes’ stores in the morning needing a product and that store doesn’t carry it, an employee can have it sent over from another store and in the customer’s hands by the afternoon.

“We have trucks running all day. Having the stores so close makes it easy to move inventory around,” McKenna says.

The Paint Shoppes works with a mix of retail and professional customers, but a majority of the operation’s audience are residential painters. Rhode Island has seen an influx in new residents thanks to lower home prices compared to the surrounding states, which has driven home sales and brought in additional contractor customers, McKenna says.

On the other side of that coin, the lack of inventory of homes for sale has also led to an increase in demand for residential painters, who are turning to The Paint Shoppes for paint and supplies, as homeowners opt to improve their existing spaces since they can’t move.

“We play in the other arenas—commercial, municipalities, retail—but our bread and butter is residential painters,” McKenna says. “As we’ve discovered from the start, those are the customers paint retailers need to be serving in our area.”

Productivity Meets Fun

McKenna’s parents started in the business in 1946, and he’s been part of The Paint Shoppes for over 45 years.

His brother-in-law Patrick manages the West Warwick location, and McKenna is also grooming his daughter Erica and nephew Nick to take over in the future.

“I don’t have plans to leave anytime soon, but my daughter, nephew and all of our employees know there is a place for them here,” McKenna says. “There’s a future in this business. And not just here, but with all independents.”

The average length of time an employee spends with The Paint Shoppes is 18 years, and McKenna attributes the company’s fun atmosphere as a contributing factor to long employee retention.

“I oversee the whole company, but one of my prime responsibilities is to ensure we have a fun and productive working environment,” McKenna says. “When employees are having fun, that positivity goes back over the counter to a contractor, and we can build those relationships.”

Employees receive above-average compensation, a 4% 401(k) match and health insurance with minimum co-pays.

As part of an independently owned business, employees also have flexibility in their schedules and opportunities to achieve a better life-work balance, McKenna says.

To foster a fun and productive environment even further, McKenna says the leadership team treats employees to occasional lunches and gives a year-end holiday bonus.

Employees are the company’s most valuable asset, and McKenna says leadership strives to treat each employee with respect and provide a positive work environment.

“I’ve found a combination of fun and respect is our best formula for retaining employees,” McKenna says. “I can pay

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PAINT & DECORATING RETAILER | November 2023

you all the money in the world to work for me, but if I don’t treat you right, and you’re not happy with your job, the money doesn’t mean anything.”

Surpassing Expectations

Along with high-caliber employees, the operation has found success by going the extra mile for customers, offering educational opportunities, delivery, design services and other perks and conveniences.

The Providence store is located in the historic downtown area and serves a number of customers who are renovating the city’s collection of historic homes. This location is the largest of the operation’s five stores and boasts a large and beautiful design center, which serves as home base for design and color specialist Jessica Saben.

A self-taught artist, Saben has years of experience creating beautiful color combinations and works with customers to choose the perfect paint or stain color, pick wallpaper or decide on window treatments.

McKenna utilizes the East Providence store’s 2000-square-foot warehouse to stock up on direct buys from his wholesaler and manufacturers. He also uses it to showcase different products the stores sell. His staff has applied several different epoxies the store sells on the warehouse floor.

“We take customers back to the warehouse to show them real-life samples of different epoxies,” McKenna says. “We drive our forklift over the epoxies constantly, which also gives customers a close look at how each type performs.”

The warehouse has also become a training center, with McKenna bringing in different vendors to put on clinics and seminars for contractors.

Another way The Paint Shoppes go above and beyond for customers is through its Color Club. Members receive monthly e-newsletters filled with decor inspiration, trends and color news. They are privy to upcoming sales, new products and special offers and discounts on design services. Additionally, their purchase history—including color and stain formulas—is stored online for easy access the next time they need to reorder.

Growing by Going Digital

The company has been relying on TV advertising for many years, and while it still is an effective way to reach customers, McKenna says he has also been working on building the company’s digital presence.

He has allocated more of his advertising budget to email campaigns, social media and digital ads. The operation’s website also recently received a makeover, and McKenna is using analytics from the website and the digital campaigns to fine-tune his new advertising strategy.

“TV was, and still is, good for branding and getting our name out in the community,” McKenna says. “But the benefit of digital is tracking the analytics.”

So far, the emphasis on digital has produced positive results by driving more people to the company’s website, McKenna says.

“So many customers already come into the stores and show you on their phones what they want because they’ve visited Pinterest or other design websites,” he says.

“Embracing online will help us serve those customers even better.”

Take Your Next Step Are you expanding your operation or looking for an exit strategy?

Connect with 40,000 home improvement retailers on the NHPA Retail Marketplace.

Are you selling your business?

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FOR SALE

Ask us about valuation as the first step!

List your business for sale on the NHPA Retail Marketplace to reach interested and motivated home improvement retail buyers. Public and private listings are available.

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If you are currently looking to expand your business through acquisition, the NHPA Retail Marketplace can connect you with potential sellers in the industry.

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Retail Marketplace 1

HARDWARE RETAILING | July 2021

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Leading With Service 6 Services to Set Your Business Apart BY

M ELANIE

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s consumers pinch pennies and competition from big boxes and e-commerce companies gets tougher, the need for independent retailers to differentiate their operations is even more important. One way local operators can become the place to be is to enhance the service side

Convenient Design Simple in its design but highly effective in practice, the Decor Fusion Benjamin Moore Dealer Version system in place at Triboro Paint Center has saved employees time and effort. The operation added the program to the store in Warwick, Rhode Island, as a pilot in October 2021. Soon after, store manager Brooke Robison says they implemented it in the other two locations in North Attleborough, Massachusetts, and Foxboro, Massachusetts.

When a customer purchases paint, the tinting machine sends the formula to the point-of-sale (POS) system. The paint formula prints on the receipt and is stored in the POS system for easy access the next time the customer wants that color.

“When we scan the receipt, the formula pops up on our computers, and we can mix the customer’s color,” Robison says. “When we have the original formula, it makes it easier to tweak the color for the customer as needed.”

With the tinter-to-POS system at Triboro Paint Center, every paint formula prints on the customer’s receipt and all are saved in the POS for easy future reference.

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PAINT & DECORATING RETAILER | November 2023

LINDS EY

THO M P S O N

of the business. Paint & Decorating Retailer editors have collected these stories from independent home improvement retailers who are leveling up in the service game and offering more to their customers. While some of these services are additions to common hardware categories, others are focused on community.

OPERATIONS

Meeting a Need Discover how one retailer added paint sprayer rentals to his operation to provide an extra level of service at PDRmag.com/renting-sprayers.

Samples Get an Upgrade In an effort to help customers choose paint colors, Adelaide’s Paint & Decor on St. Simons Island, Georgia, offers paint board samples. Customers can choose any color, including custom match colors, and the staff at Adelaide’s Paint will paint the colors they choose in 1-foot squares on a foam board.

Customers can take the sample boards to the space they’re painting to see how each of the colors will look and compare similar colors to each other.

The most common colors customers choose for the boards are various shades of white, but employees love creating fun color combinations, says sales associate and warehouse manager Kenny Newton.

An Array of Color Options At the Redwood City location of Gray’s Paint, which has four stores in the Bay Area of California, customers taking on painting projects can purchase 2-oz. paint sample jars to test colors before buying a larger quantity.

“We have the largest collection of sample paints in the area, and it’s only 85% or 90% of Benjamin Moore’s colors,” says Daniel Engels, manager of the Redwood City store. “We spend a couple of hours daily filling them. Mondays, Tuesdays and Wednesdays are always big fill-up days because we have to recover from the weekend.”

A third-party company previously made the samples over 20 years ago, but when they stopped, the store’s employees started making the samples themselves because they were so popular with their customers.

“It allows our customers to get six 2-oz. paint samples for the price of two quart-sized samples,” Engels says. “We’re often shocked at how popular this size is, and our offering is unique because paint companies can’t make them in small enough increments accurately.”

The sample jars are neatly organized on several floor-to-ceiling shelves spanning one side of an aisle.

“We can match any color brought to us,” Engels says. “So if a competitor is out of sample sizes and a customer brings the color to us, we can provide that sample.”

November 2023 | PAINT & DECORATING RETAILER

29

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CATEGORY

Floored by Cleaners

See what products your customers need to keep their tile floors clean, shiny and maintained for years to come at PDRmag.com/tile-floor-cleaners.

Kitchen, Bath & Beyond WHAT’S TRENDING IN TILE DESIGNS DURING ITS SPRING SHOW, Coverings, North America’s largest international tile and stone exhibition and conference, shared ceramic tile trends for 2023.

The trends were gathered and forecasted by

Bricks

70s Tile

Offering a handmade feeling, brick tiles can be stacked horizontally or vertically, mixed with different colors and come in a variety of finishes to add visual interest.

With materials and patterns that include stripes, wavy patterns and wood paneling, 70s tile has made a comeback. Earthy tones and pop art florals are also popular in this category of tiles.

Wood-Look Tile The look of these tiles has come a long way, with tiles offering an authentic wood look without the high maintenance of wood.

Cemented Tile Concrete looks can bring visual harmony to a space and still evoke raw urban energy. The subtle color variation adds texture and flexibility to use in different spaces

30

the three leading international tile associations and sponsors of Coverings 2023—Tile Council of North America, Ceramics of Italy and Tile of Spain—to highlight the most popular, on-trend styles of tile from the global marketplace.

PAINT & DECORATING RETAILER | November 2023

Emerald Tile From jade to sage to mint, green is having a moment in tiles. Select manufacturers have released showstopping porcelain slabs featuring saturated colors, giant palms and exotic stones like green onyx and Patagonia green marble.

The industry’s marketplace for buying and selling independent home improvement businesses and posting jobs.

BUSINESS FOR SALE

BUSINESS FOR SALE

Northwest Farm & Home Supply Co.

Home Improvement Supply Store Location: Missouri Gross Revenue: $1.04 million

Location: Lemmon, SD Gross Revenue: $3.21 million The main building is a total 27,213 sq. ft. of retail and warehouse space on 4 acres. The main bldg. was constructed in 1994 with additions constructed in 2002 and 2004.

Single story with 22’ clear height in 11,459 sq. ft. of lumber warehouse, three grade level doors and two dock height doors.

BUSINESS FOR SALE

This historic home improvement and hardware store is a staple of its community and operates from its headquarters in the Kansas City Metropolitan Area of Missouri.

The Company is a long-standing retailer and installer of consumer and commercial improvement products.

BUSINESS FOR SALE

Hoosick True Value

Albrights Hardware & Garden Center

Location: Hoosick Falls, NY Gross Revenue: $1.26 million Price: $1.875 million This opportunity offers a turnkey sale of a general hardware business located in northeastern Rensselaer Co., New York. The business serves five towns and southwestern Bennington Co., Vermont, and 25 miles east of Troy, New York.

Location: Allentown, PA Gross Revenue: $1.9 million Price: $1 million

BUSINESS FOR SALE

Central Vermont Paint, Flooring and Decorating Business Location: Vermont Gross Revenue: $2.82 million Price: $1.1 million

Full-service decorating store providing flooring, paint, window treatments, kitchen/bathroom remodeling, cabinetry product offerings, design assistance, specialized service, and professional installation.

BUSINESS FOR SALE

Private Business

Location: Alabama Gross Revenue: $2.21 million Price: $649,000

Albrights Hardware is an established hardware store with strong neighborhood ties and has been a Lehigh Valley staple for over 50 years. The current owners have owned the store since 1992. Albrights serves its loyal customer base by providing quality products and exceptional customer service.

BUSINESS FOR SALE

SEEKING BUSINESSES

SEEKING BUSINESSES

SEEKING BUSINESSES

For our next acquisition, we are looking for:

We are looking for:

We are looking for:

The Aubuchon Company

• • • •

Single-store and multi-store hardware operations Located in northeast and southeast United States Store size of 5,000-30,000 ft2 At least $3 million in average store sales

Bolster Hardware • • • • •

Private Business

Location: Pennsylvania Gross Revenue: $1.6 million

Gold Beach Lumber Yard

Geography agnostic With or without real estate Store revenues of $1.5M+ We prefer to honor the family name and heritage in the local community by not changing the name 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

Now Offering Business Valuations Post a Job | Sell Your Business | Buy a Store | Public and Private Listings Available To see full listings, visit YourNHPA.org/marketplace or email marketplace@yournhpa.org

CA

L E N DAR

NETWORK

Make a Plan Visit YourNHPA.org/cal to f ind more industry events online.

Industry Events

This index is provided for the convenience of our advertisers and readers.

The publisher assumes no liability for errors or omissions.

Armstrong Clark ................................................................................................................................................. 9 armclark.com

7-10

Benjamin Moore ............................................................................................................................................ IBC benjaminmoore.com/inslx

NHPA Retail Management Certification Program – Visit 3

TUE-FRI

Corona Brushes ................................................................................................................................................... 7 coronabrushes.com

INDIANAPOLIS, IN

13-16

MON-THU

NHPA Foundations of Retail ...................................................................................................................33 YourNHPA.org/foundations

ISSA Show North America LAS VEGAS, NV

NHPA Retail Marketplace ..................................................................................................................27, 31 YourNHPA.org/marketplace N&D Sports ...............................................................................................................................................................15 nanddsports.com

2-3

FRI-SAT

Old Masters ......................................................................................................................................................... IFC myoldmasters.com

2024 Lancaster Buying Show ORLANDO, FL Paint & Decorating Retailer

Events are current as of press day.1 1 8 0

PPG .............................................................................................................................................................................. BC ppgpaints.com

9/20/2023

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send an email to editorial@YourNHPA.org.

1025 E 54th Street Indianapolis, IN 46220

$49

Rundoo ............................................................................................................................................................... 16-17 getrundoo.com

Austin Vance 317-275-9400

Statement of Ownership, Management, and Circulation (Requester Publications Only) 1. Publication Title

2. Publication Number

Paint & Decorating Retailer

0 0 1 1 _ 8 9 1 0 9/20/2023

4. Issue Frequency

5. Number of Issues Published Annually

Monthly

11

7. Complete Mailing Address of Known Office of Publication (Not printer) (Street, city, county, state, and ZIP+4 ®)

1025 E 54th Street Indianapolis, IN 46220

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$49

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Contact Person

Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541.

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Austin Vance

Telephone (Include area code)

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317-275-9400

1025 E 54th Street Indianapolis, IN 46220 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor (Do not leave blank) Publisher (Name and complete mailing address)

b. Legitimate Paid and/or In-County Paid/Requested Mail Subscriptions stated on PS Form 3541.

Requested (Include direct written request from recipient, telemarketing, and Internet Distribution (2) requests from recipient, paid subscriptions including nominal rate subscriptions, (By mail employer requests, advertiser’s proof copies, and exchange copies.) and outside Sales Through Dealers and Carriers, Street Vendors, Counter the mail) (3) Sales, and Other Paid or Requested Distribution Outside USPS®

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14. Issue Date for Circulation Data Below

September 2023 Average No. Copies No. Copies of Single Each Issue During Issue Published Preceding 12 Months Nearest to Filing Date

18,634

14,881

11,396

10,573

425

403

11,821

10,976

6,430

3,639

168

114

Requested Copies Distributed by Other Mail Classes Through the USPS (e.g., First-Class Mail®)

c. Total Paid and/or Requested Circulation (Sum of 15b (1), (2), (3), and (4))

(1)

Full Name

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Outside County Nonrequested Copies Stated on PS Form 3541 (include sample copies, requests over 3 years old, requests induced by a premium, bulk sales and requests including association requests, names obtained from business directories, lists, and other sources) In-County Nonrequested Copies Stated on PS Form 3541 (include sample copies, requests over 3 years old, requests induced by a premium, bulk sales and requests including association requests, names obtained from business directories, lists, and other sources) Nonrequested Copies Distributed Through the USPS by Other Classes of Mail (e.g., First-Class Mail, nonrequestor copies mailed in excess of 10% limit mailed at Standard Mail ® or Package Services rates) Nonrequested Copies Distributed Outside the Mail (Include pickup stands, trade shows, showrooms, and other sources)

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f.

Total Distribution (Sum of 15c and e)

g.

Copies not Distributed (See Instructions to Publishers #4, (page #3))

h.

Total (Sum of 15f and g)

i.

Percent Paid and/or Requested Circulation (15c divided by 15f times 100)

6,598

3,753

18,419

14,729

215

152

18,634

14,881

64.2%

74.5%

* If you are claiming electronic copies, go to line 16 on page 3. If you are not claiming electronic copies, skip to line 17 on page 3.

12. Tax Status (For completion by nonprofit organizations authorized to mail at nonprofit rates) (Check one) The purpose, function, and nonprofit status of this organization and the exempt status for federal income tax purposes:

� Has Not Changed During Preceding 12 Months

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PS Form 3526-R, July 2014 [Page 1 of 4 (See instructions page 4)] PSN: 7530-09-000-8855

32

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PAINT & DECORATING RETAILER | November 2023

PS Form 3526-R, July 2014 (Page 2 of 4)

F O R M A N A G E R S A N D K E Y E M P LOY E E S

Gain the Skills You Need to Grow Learn the key concepts of leadership, personal development, merchandising and more.

NHPA’s Foundations of Retail Program online courses are built with flexibility for busy schedules and feature industry-specific training created with the help of industry-leading retailers.

Your Leadership Style

For new and seasoned leaders In this introductory course, students will learn about their unique leadership style and strengths that will provide a framework for their ongoing leadership growth and career development needs.

Duration: 9 weeks

Leading Your Team

For new and seasoned leaders This course teaches students the critical components of building and leading a team, including communication skills, conflict management, talent development and ongoing performance management.

Duration: 9 weeks

Mentoring

For managers responsible for staff development Mentoring is a key component to developing great leaders at any company. This course trains current and future mentors on all aspects of the mentor/ mentee relationship and how to serve as a mentor.

Financial Management

For managers with financial responsibilities This course focuses on the key financial management skills that developing leaders need to learn to manage the financial side of business, including understanding the financial framework of a retail operation, key sales drivers and the most important ratios that measure retail productivity.

Duration: 9 weeks

Merchandising Management

For employees with merchandising/ purchasing responsibilities This course provides students with the strategies and skills to manage merchandising and assortment planning at their stores, including visual merchandising, vendor relations, category management and more.

Duration: 12 weeks

Duration: 4 weeks

Ready to get started? Visit YourNHPA.org/foundations.

FINISH

OPERATIONS

Digital Refresh If your website includes any of these five red flags, it’s time for an update. Learn more at PDRmag.com/website-refresh.

10

MARKETING

Elements t0 Make Your Website Shine

A S Y O U L O O K to create a comprehensive digital presence for your operation, your website is a key aspect. But to be effective, your website needs to have several important components. Discover these must-have website elements below, and turn to Page 18 to learn why a website is crucial for connecting with customers and compliments and enhances your brick-and-mortar physical location.

1 2 3 4

Easy-to-read font High-quality photos 1 1

Optimized for mobile Easy-to-understand call to action

5

Effortless navigation

6

Testimonials

7

“About Us” page

8

Search bar

9

Contact information

10

Social media icons and links

2

5 8

YOUR

ITE WEBS

3 6

9

Sources: 8 Must-Have Elements for Your Franchise Brand or Business Website, Entrepreneur and What Consumers Want to See on Company Websites, Hubspot

34 PAINT & DECORATING RETAILER | November 2023

HERE

4 7 10

The Ultimate Finish for Refreshing Cabinets, Doors and Trim

CABINET COAT

• Ultra-smooth, durable finish • Satin or Semi-Gloss • Superior stain resistance and washability • Quick drying, 6 hour recoat

Learn more at benjaminmoore.com/inslx

©2023 Benjamin Moore & Co. All marks are the property of their respective owner. 9/23

REPAINT, DON’T REPLACE BREAK-THROUGH! TAKES CABINETS & DOORS FROM DRAB TO FAB ®

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Keeps Cabinets and Doors From Sticking

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Hard, Durable Finish

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Dry to the Touch in 20 Minutes

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Low VOC (<50 g/L)

Learn more at ppgpaints.com ©2023 PPG Industries, Inc. All Rights Reserved. Break-Through! is a registered trademark of PPG Architectural Finishes, Inc. The PPG Logo is a registered trademark of PPG Industries Ohio, Inc. PG_1091928