Jim Wolcott

In the most current edition of “Retailer to Retailer,” we introduce you to PDRA Board Member Jim Wolcott, Sioux City Paint & Decorating, Sioux City, Iowa. Learn a bit about his background and his work with the PDRA Board in the Q&A interview, below:

Q: Can you provide a bit of background about you and your store?

A: I worked for a large retailer for 17 years in about all areas of the business, starting in the warehouse unloading freight and checking in orders and then merchandise ordering, management and new store setups. While working for them, I enjoyed the building materials department about the best. It was long hard hours but great training for my own store. I was financed by my main paint supplier and spun off from them in a little under three years. I could not have done that without the hands-on education I received by working in retail.

Q: What is it about your business that sets you apart from other paint and decorating stores in your community?

A: We continually try to do something different than everyone else. We do “how-to” clinics. We try just about every new product that comes out. We put on programs for ladies’ groups, community colleges and service clubs. We do live radio spots telling about our products, tips on using products and just fun ads like running for Tri-state Paint Commissioner (a made-up position, this works very well during an election year). These ads make people feel they know us personally. Customers always come in saying ,“I hear you every day on the radio.” We also get involved in local Home Builders, Habitat, church and other community functions.

Q: Can you tell us about your experience with PDRA (and its predecessor organization NDPA)?

A: My main supplier encouraged me to be involved. They wanted me to go to the show. It was a great connection because I could see new products, talk to other dealers and take some educational classes. I have met many other dealers whom I can call friends and have made great connections with suppliers. When I am not sure about a product or a new line, I call one of these guys and we bounce it off each other.

Q: The PDRA Board has been involved in social media in a big way in the last couple of years. What type of social media are you involved in? What role does social media play in helping the business of an independent paint and decorating retailer?

A: I have learned a lot through the magazine about social media. I still have a long way to go but I had a customer come to a how-to class last week after seeing it on Facebook. It is the way of the future. Especially with so much media blasting from every direction, we have to cut through the clutter. In addition to Facebook, I am doing Twitter and LinkedIn and even get this to my phone. I am even learning about search engine optimization and driving customers to my website. All this, and I still type with two fingers!

Q: You serve on the PDRA Board of Directors Membership Committee. What are some of your priorities for that committee in 2012?

A: I hope to help convey the importance of supporting independent retailers and show the value of our organization. I want other dealers to see that this is important tool for them—the education, the sharing of ideas and the connection to suppliers. It’s not just us against the “big guys,” but we have PDRA to help. I also want them to know just because they get the magazine, it doesn’t mean they are members. They need to join to keep us all informed and strong.

Q: Give us your best “sales pitch” regarding why an independent paint store owner should join PDRA.

A: In order to grow, you need fresh ideas, educational opportunities, trade shows, supplier connections, cost-saving­ ideas and just fellow retailer friends in the same business. All of this and more is available through PDRA. Out of all of the dealers I have met in 22 years of store ownership, the successful ones are always pushing forward, trying new things and sharing with each other. This is the group to grow with, so send in your check and get involved today.

Q: Any other thoughts?

A: Independent dealers have the ability to react fast. We don’t need to ask the “higher-ups.” We can try new products. We can cut through the corporate red tape to do what it takes to help and keep our customers. I think back on a number of new products that we had months before our competition. Eventually the big boxes may end up with them, so I look for the next hot product. Our customers, retail or contractor, know we are the place to go for new ideas and solutions to their problems. That is our strong point and we have to continue to push forward.

Via Press Release:

Benjamin Moore & Co., the country’s leading premium paint manufacturer and a Berkshire Hathaway company, and Orchard Supply Hardware, a California-based home improvement retailer, have formed a strategic alliance that will yield distribution of the revered 129-year-old paint brand through the chain’s stores statewide. Currently, Orchard has 87 stores with plans to add another three this year.

In jointly announcing the new relationship, both companies acknowledged that Benjamin Moore will be Orchard’s exclusive supplier of architectural paint. Orchard’s Benjamin Moore product lineup will include Regal Select, ben, Concepts, Arborcoat Exterior Stain, and Imagine by Insl-x, along with selected primers and applicators. Benjamin Moore’s award-winning low-VOC Aura Paint will be available in select Orchard stores only. Orchard plans to begin selling Benjamin Moore paint in selected markets beginning in early April, with all locations carrying the product offerings by end of summer.

According to Benjamin Moore’s Vice President of Sales, Dan Calkins, “Orchard’s own increasing growth in California and its well-earned reputation for carrying quality products and delivering exceptional customer service make it an attractive partner for Benjamin Moore. This alliance allows us to broaden our supply in the hardware channel, further engaging the convenience-driven DIY shopper. Consistently, Benjamin Moore is consumers’ brand of choice, preferred for its quality of performance and unrivaled color leadership. In 2011, we were ranked highest in consumer satisfaction by the J.D. Power & Associates annual survey, so it makes sense to partner with the preeminent California retailer and help the state’s homeowners more readily find Benjamin Moore products.”

Mark Baker, Orchard’s President and CEO, said, “Paint is a key growth opportunity and focus for Orchard, and we believe this strategic partnership with Benjamin Moore will provide our customers with the highest quality paint solution found anywhere in California. The combination of superior products and expert customer service is what has set Orchard apart from our competitors for more than 80 years.”

Orchard Hardware Supply was founded as a purchasing cooperative in San Jose in 1931. The stores average approximately 44,000 square feet of enclosed retail space and approximately 8,000 square feet of exterior nursery and garden space, carrying a broad assortment of merchandise across three primary categories:  repair and maintenance; lawn and garden; and, in-home products. www.osh.com.

Benjamin Moore & Co. was founded in 1883, and has been an innovator in the industry since its inception, distinguished for developing paint products and coatings that represent breakthroughs in technology. Color is its hallmark, with more than 3,500 hues.

Window display at Stockton's Paint.

There are few things more attention-grabbing in a paint and decorating center than a creative, well-executed display. As part of PDRA’s “Retailer to Retailer” initiative, here are the thoughts from two retailers about how they do their store displays and their display philosophies.

Stockton’s Paint of Bellingham, Wash., uses a variety of ever-changing displays, with owner and manager Casey Gordziel believing that they are critical to sales. “When creating a display, I always try to remember that the arrangement is a silent salesperson. I use it to draw attention to new products or slower moving products,” she said.

“Many times after I replace a display with new products, my regular contractors will stop and ask me what the new display is all about. It opens the dialogue for me to educate and sell the products,” Gordziel continued. “The goal is always to have an increase in sales for the specific products just arranged in a new display.”

Stockton’s mostly uses end-cap displays to feature select items but window displays also get a lot of attention. “Our store is located in downtown Bellingham, so there is a good number of people that walk along the sidewalk in front of our window” Gordziel explained. Consequently, Stockton’s staff try to ensure that window displays are as eye-catching as possible in the hopes of capturing a paint sale today from someone who just happened to be walking by yesterday.

Gordziel and her husband, Chris, typically are the creative minds behind the displays. “However, we appreciate ideas and inspirations from our employees,” she said. “More minds equal more creativity.”

The couple purchased the long-established store last year and received local media attention for the updates they brought to it, including putting a fresh coat of paint on the interior. In the last year, the updates have included store displays, which are changed at least once a month because, “If you wait too much longer, (the store) starts to feel stale,” Gordziel explained. “Of course, displays can be changed more often in the off-season than during peak summer selling.”

Gordziel’s favorite display? There are a couple that stand out, she said, including one that was in the window at press time. As she described it, “Currently we have a window display with empty paint cans hung by fishing wire that appear to be tipping over. We then placed satin fabric so that it looks like it’s pouring out of the cans, to appear like paint. In the center of the window, we arranged a pyramid of paint cans with a sign attached, letting customers know about a sale going on.”

During the holidays, Stockton’s hit on another inventive display. “We created a 5-foot Christmas tree completely out of paint cans,” Gordziel added. “Then we decorated it with lights. It was the only tree we needed for the season.”

Wade Sturkie, owner, E.D.’s Paint and Decorating,  Lexington, S.C., takes full advantage of supplier-provided displays at E.D.’s Paint and Decorating. These include the latest displays from his main paint supplier and vignettes from a well-known brand of window treatments. The store also has several windows but Sturkie prefers to feature products with eye-catching posters rather than with vignettes.

Sturkie changes the displays as often as they are updated by suppliers. As an example, he noted that his main paint supplier offers a display for a line of paints that ties in with a well-known home-furnishings retailer. “(The supplier) comes out with a new selection of colors for each season, so that display changes quarterly,” he reported. His window treatment displays, meanwhile, change about twice a year.

One of Sturkie’s favorite displays of late has been for a new line of  “green” paints. “We carry that whole line. It’s approximately 20 different paints, from flats to semi-glosses and everything in between, and the display is just impressive-looking. If you’re into ‘green’ products, then you’ll gravitate toward that,” he explained.

Sturkie added that he uses a combination of the Internet and in-store displays to hook his customers. “I find that most people find us through the Internet; few people use Yellow Page anymore. And then the displays actually play a huge part once they get in-store,” he said.

While Sturkie believes that most customers come through his door intentionally to purchase paint or another product, he does get some browsers. Accounting for probably 20 percent of walk-in trade, browsers are mostly likely to look closely at displays, Sturkie said. For these walk-ins, displays can play a key sales role—”once they get their foot in the door,” he added.

Sturkie isn’t convinced that display merchandising alone ever nails down a sale. “To me, paint is a select product. When you’re ready to paint, you’ll come to the store and pick a color and carry it out,” he said.

Still, he acknowledged that good-looking displays help him keep up the store appearance—which, by the way, gets rave reviews from fans on the store’s Facebook page. He noted that no one likes to shop among messy displays. “We’re in a small, upscale community, so I try to keep the store looking upscale, too,” he said, “by keeping shelves and aisles neat and stuff off the floor.”

Rebecca Dumas

The first edition of “Retailer to Retailer” makes its debut in Paint & Decorating Retailer’s January 2012 issue. This is a feature in which you, the retailer, share your thoughts, advice, wisdom and experience with other retailers in the industry. Each edition of “Retailer to Retailer” will include advice for retailers on how to succeed in specific product categories or how to improve their business. In the January issue, the topic is succeeding with faux-finishing sales. In the February issue, retailers share their advice on effective store displays.

“Retailer to Retailer” will also feature a “Q&A” with a member of the PDRA Board of Directors. In our January issue, we chatted with PDRA Board member Rebecca Dumas, Gregory’s Paint & Flooring, Johns Creek, Ga. Here is what she had to say.

Q: Can you provide a bit of background about you and your store?
A: My husband managed a store in 1993, then opened his own store in 1997. I left my very lucrative job selling corrugated packaging to help him in the store.  I went back to school in the evenings to get an additional degree in interior design to provide services for the store.  We have owned/operated an independent retail paint and decorating store for the past 15 years and still love what we do!

Q: What is it about your business that sets you apart from other paint and decorating stores in your community?
A: We have always worked hard to go above and beyond for our customers by keeping purchase histories for all of our clients, contractor and retail alike.  This information always comes in handy. We can recreate formulas and know sometimes better than they do what colors are painted in their homes.  We have always provided in-home color consults for interior and exterior color plans. We refer contractors and really try to match up clients with the contractor to form lasting relationships.

Q: Can you tell us about your involvement with social media? Do you tweet? Do you have a Facebook page? What are the advantages of online social networking?
A: I try to tweet when I have something important to say. I have three Facebook business pages, highlighting my different paint suppliers. I have learned a great deal through my social media exposure. It is helpful in showing you different ways to promote your business without “advertising.”  I always appreciate when I learn something new and efficient and learn a lot from others.

Q: You have been instrumental in setting up PDRA’s group on LinkedIn. What are the benefits of joining LinkedIn and participating in PDRA’s group?
A: When we established the mantra “Retailer to Retailer” at our meeting in San Antonio, it seemed like the natural next step.  I wanted to bring the retailers together in a forum to bounce ideas off each other and learn from one another.  I always get my best ideas from talking with other independent paint store owners.  We are in it together and can usually cut to the chase about great ideas because this is what we do.  Even though we are in different geographical areas, we all experience some of the same types of issues. I never feel competitive with retailers in my own back yard. I want everyone to do well.

Q: Who is eligible to join PDRA’s LinkedIn Group? How do they go about joining?
A: The group is for independent retail store owners (representatives) in the paint and decorating industry (which can include wallpaper, window treatments, furniture. etc.) as well as PDRA staff.

Q: Can you describe the type of discussions that are taking place on PDRA’s LinkedIn Group?
A: We are talking about creative ideas used to increase contractor business, customer appreciation and gift ideas, advertising strategies that have worked for some, and overall bonding with each other.  I have connected (via email) with other store owners across the country. This provides ideas, support and a camaraderie. It’s great to form these lasting relationships, and I look forward to meeting these retailers in person at the PDRA/National Hardware Show in Las Vegas later this year.

Q: What would you say to people who have yet to “make the plunge” into social media?
A: You can’t lose. There is no cost—just a little time investment. Another benefit I have found in the “Retailer to Retailer” movement we have created is that we can help each other by “Liking” each other’s pages, following on Twitter and connecting on LinkedIn.  This support helps all of us get our numbers up and provides encouragement for each other.

Q: Any other thoughts?
A: I am excited about the things that PDRA is working on and really want to spread the word that the low cost of membership in this great organization can really boost your business in these challenging times.

PDR magazine subscribers, see the full “Retailer to Retailer” edition (starting on page 12 of the current issue) when the January 2012 issue arrives in your mailboxes soon. For information on how to participate in future editions of “Retailer to Retailer,” click here.

Rebecca Dumas

The first edition of “Retailer to Retailer” makes its debut in Paint & Decorating Retailer’s January 2012 issue. This is a feature in which you, the retailer, share your thoughts, advice, wisdom and experience with other retailers in the industry. Each edition of “Retailer to Retailer” will include advice for retailers on how to succeed in specific product categories or how to improve their business. In the January issue, the topic is succeeding with faux-finishing sales. In the February issue, retailers share their advice on effective store displays.

“Retailer to Retailer” will also feature a “Q&A” with a member of the PDRA Board of Directors. In our January issue, we chatted with PDRA Board member Rebecca Dumas, Gregory’s Paint & Flooring, Johns Creek, Ga. Here is what she had to say.

Q: Can you provide a bit of background about you and your store?
A: My husband managed a store in 1993, then opened his own store in 1997. I left my very lucrative job selling corrugated packaging to help him in the store.  I went back to school in the evenings to get an additional degree in interior design to provide services for the store.  We have owned/operated an independent retail paint and decorating store for the past 15 years and still love what we do!

Q: What is it about your business that sets you apart from other paint and decorating stores in your community?
A: We have always worked hard to go above and beyond for our customers by keeping purchase histories for all of our clients, contractor and retail alike.  This information always comes in handy. We can recreate formulas and know sometimes better than they do what colors are painted in their homes.  We have always provided in-home color consults for interior and exterior color plans. We refer contractors and really try to match up clients with the contractor to form lasting relationships.

Q: Can you tell us about your involvement with social media? Do you tweet? Do you have a Facebook page? What are the advantages of online social networking?
A: I try to tweet when I have something important to say. I have three Facebook business pages, highlighting my different paint suppliers. I have learned a great deal through my social media exposure. It is helpful in showing you different ways to promote your business without “advertising.”  I always appreciate when I learn something new and efficient and learn a lot from others.

Q: You have been instrumental in setting up PDRA’s group on LinkedIn. What are the benefits of joining LinkedIn and participating in PDRA’s group?
A: When we established the mantra “Retailer to Retailer” at our meeting in San Antonio, it seemed like the natural next step.  I wanted to bring the retailers together in a forum to bounce ideas off each other and learn from one another.  I always get my best ideas from talking with other independent paint store owners.  We are in it together and can usually cut to the chase about great ideas because this is what we do.  Even though we are in different geographical areas, we all experience some of the same types of issues. I never feel competitive with retailers in my own back yard. I want everyone to do well.

Q: Who is eligible to join PDRA’s LinkedIn Group? How do they go about joining?
A: The group is for independent retail store owners (representatives) in the paint and decorating industry (which can include wallpaper, window treatments, furniture. etc.) as well as PDRA staff.

Q: Can you describe the type of discussions that are taking place on PDRA’s LinkedIn Group?
A: We are talking about creative ideas used to increase contractor business, customer appreciation and gift ideas, advertising strategies that have worked for some, and overall bonding with each other.  I have connected (via email) with other store owners across the country. This provides ideas, support and a camaraderie. It’s great to form these lasting relationships, and I look forward to meeting these retailers in person at the PDRA/National Hardware Show in Las Vegas later this year.

Q: What would you say to people who have yet to “make the plunge” into social media?
A: You can’t lose. There is no cost—just a little time investment. Another benefit I have found in the “Retailer to Retailer” movement we have created is that we can help each other by “Liking” each other’s pages, following on Twitter and connecting on LinkedIn.  This support helps all of us get our numbers up and provides encouragement for each other.

Q: Any other thoughts?
A: I am excited about the things that PDRA is working on and really want to spread the word that the low cost of membership in this great organization can really boost your business in these challenging times.

PDR magazine subscribers, see the full “Retailer to Retailer” edition (starting on page 12 of the current issue) when the January 2012 issue arrives in your mailboxes soon. For information on how to participate in future editions of “Retailer to Retailer,” click here.

AkzoNobel Color of the Year

AkzoNobel, the world’s largest paint manufacturer, has named Terra Cotta Rose, a blushing, lively and juicy red as its 2012 Color of the Year.

Migrating from a citrus yellow, the 2011 Color of the Year, AkzoNobel’s color experts believe that color trends overall are “progressing into something more confident and robust” as we head into 2012, with “possibilities” selected as the dominant theme.

This is in keeping with a AkzoNobel’s color trend analysis, which identified take-charge optimism as a major influence for 2012. Akin to a political party convention, AkzNobel’s color experts from all parts of the globe gather annually in September for the AkzoNobel Color Convention to report on and examine trends in architecture, design, fashion, entertainment, politics and business in their respective markets. The group then translates these dominant trends into a global color palette.

Drawing on a variety of cultural sources and influences from art, technology, nature and popular culture, AkzoNobel’s “color psychologists” winnow down the colors expected to be in vogue in the following year and through that process determined the “Color of the Year”—in this case, Terra Cotta Rose—as the one color most likely to resonate across AkzoNobel’s diverse global markets.

AkzoNobel Color of the Year

AkzoNobel, the world’s largest paint manufacturer, has named Terra Cotta Rose, a blushing, lively and juicy red as its 2012 Color of the Year.

Migrating from a citrus yellow, the 2011 Color of the Year, AkzoNobel’s color experts believe that color trends overall are “progressing into something more confident and robust” as we head into 2012, with “possibilities” selected as the dominant theme.

This is in keeping with a AkzoNobel’s color trend analysis, which identified take-charge optimism as a major influence for 2012. Akin to a political party convention, AkzNobel’s color experts from all parts of the globe gather annually in September for the AkzoNobel Color Convention to report on and examine trends in architecture, design, fashion, entertainment, politics and business in their respective markets. The group then translates these dominant trends into a global color palette.

Drawing on a variety of cultural sources and influences from art, technology, nature and popular culture, AkzoNobel’s “color psychologists” winnow down the colors expected to be in vogue in the following year and through that process determined the “Color of the Year”—in this case, Terra Cotta Rose—as the one color most likely to resonate across AkzoNobel’s diverse global markets.

Posted by Diane Capuano

The sales picture for independent paint and decorating stores was relatively flat, with reports indicating growth of less than 1 percentage point in the third quarter. A 0.4 uptick in sales is still better than a negative figure, however. And on an even more positive note, the average independent paint and decorating retailer has been in positive sales territory through the first three quarters of 2011. Year-to-date sales show positive growth of 1.8 percent.

The strongest growth continues to be in the Northeast, which posted sales growth of 2.9 percent for the third quarter and 4.5 percent for the first nine months of the year. Lagging behind are the South and Midwest (at 3.2 and 1.1 year-to-date sales growth for the entire year respectively). The West, meanwhile, continues to be in negative territory with a sales decline of 3.6 percent through the first three quarters. However, the decline was only 1.7 percent for the third quarter alone.

Meanwhile, Canada posted a third-quarter gain of 4.6 percent, though for the first three quarters combined, sales for Canadian independent retailers is still down by 1.9 percent.

Weak consumer confidence continues to have an impact, though September showed a slight uptick. New housing starts ended the third quarter on an upward note, tying its best performance of the last two years. Used home sales continue their up-and-down performance, with the third quarter at least stopping a downward trend that had been in April.

The Pulse Report is a product of the PDRA Research Department. You can take a look at the full report here.

Posted by: Diane Capuano

“Retailer To Retailer” is Paint & Decorating Retailer magazine’s new reader initiative that puts you, the paint store owner, manager or employee, front and center as part of our editorial coverage. In each issue, readers will provide their greatest ideas, anecdotes and advice to other readers about such vital topics of the day as customer service, social media, marketing, advertising and more—truly a way for retailers to learn from other retailers.

We would like to invite any paint and decorating retailer (store owner, manager or employee) to participate in “Retailer to Retailer” by sharing your thoughts on any of the topics listed below by the specified deadline for each issue. Then, follow these four steps:

1. Simply send an email to Executive Editor Diane Capuano at dianecapuano@sbcglobal.net.
2. Use “Retailer to Retailer” as the subject line.
3. In the body of the email, indicate the topic or topics for which you would like to provide input and provide your name, store name, location and phone number at which we can reach you.
4. Provide any details about your successful endeavors in any of these categories that you wish, and we will follow up by phone to learn more.

You may also post your interest in the comments, below.

January: Success With Faux Finishing
Retailers tell us how they are displaying and selling faux and decorative finish products to consumers and professional customers. Deadline: Dec. 8, 2011.

February: Store Display Ideas
Retailers tell us their best selling tips for promoting exterior coating sales for siding, decks, fences and other outdoor surfaces. Deadline: Jan. 2, 2012.

March: Retailers Going “Green”
Retailers tell us their strategies for selling “green” coatings and other products. Deadline: Feb. 2, 2012.

April: The Paint Store’s Role in Community Service
Retailers describe how they give back to the community with service projects and initiatives. Deadline: March 2, 2012.

May: Equipped for Success
Retailers explain how their tinting and mixing equipment—i.e., the latest and greatest as well as their “old faithfuls” contribute to their color expertise. Deadline: April 2, 2012.

June: Using Color to Sell
Retailers explain how their staffing, color displays and color-matching expertise set them apart from the competition. Deadline: May 2, 2012.

July: Connecting Via Social Media
Retailers explain how their involvement with Facebook, Twitter, Linked In and other social networking sites allows them to stay connected. Deadline: June 1, 2012.

August: Tales of Extraordinary Customer Service
Retailers tell us how they went above and beyond in pursuit of ensuring satisfaction for their customers. Deadline: July 2, 2012.

September: Servicing the Painting Professional
Retailers tell us their proven methods for building and maintaining their professional contractor business. Deadline: Aug. 1, 2012.

October: Using Technology to Soar to Greater Heights
Retailers tell us some ingenuous ways that they have improved their business through the point-of-sale/inventory software systems. Deadline: Sept. 4, 2012.

November: An Educated Sales Staff
Retailers tell us what means they have gone through to educate their staff and what their knowledgeable sales staff has meant to producing a competitive advantage. Deadline: Oct. 2, 2012.

Subscribers of PDR magazine, look for the debut of Retailer to Retailer in the January 2012 issue. Excerpts will be published on this blog.

Via Press Release

U.S. households are expected to spend an average of $497 on gifts this holiday season, The Conference Board reported early this month. Only 7 percent of consumers said they plan to spend more on holiday gifts this year, while approximately 40 percent plan on spending less than last year.

The survey of holiday gift spending intentions, based on a probability-design random sample, is conducted for The Conference Board by Nielsen, a leading global provider of information and analytics around what consumers buy and watch. The survey was conducted for The Conference Board in October.

“As the holiday season approaches, we once again find consumers in a frugal mood,” says Lynn Franco, Director of The Conference Board Consumer Research Center. “With the overwhelming majority of consumers expecting to spend the same or less than they did last year, it’s not surprising that they expect a large share of their purchases to be on sale or discounted.”

Consumers will be heading to the malls and online searching for bargains. Four out of 10 holiday shoppers say they expect more than half of their purchases to be on sale or discounted. An additional three out of ten expect a quarter to half of their purchases to be discounted.

Close to two-thirds of consumers expect to purchase a portion of their holiday gifts online, with about 15 percent saying more than half of their gifts will be purchased online.