Ind epe n de nt September / October 2020
PURCELL’S PAINT & WALLPAPER Going the extra mile to be a good neighbor
A L LP RO TA L KS President Elliot Greenberg discusses his past experiences, business philosophy, and ALLPRO An ALLPRO® Publication
ADDIN G D ÉCOR TO YOUR STORE Strategies for adding décor to your retail lineup
BRAVE N EW WOR LD The changing home improvement industry
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AT THE MIKE | FUTURE
@ A L L PROCOR P
MI CHAEL BEAUDOI N Executive Vice President ALLPRO Corporation
S P O T L I G H T:
hanging for the future in extreme and challenging times such as these, change and innovation accelerate. Often when a new sense of normalcy returns, those changes remain. This has been the case in wartime with major changes in society as well as large investments in technology. Consider the conclusion of WWII, when new institutions like the UN were formed, women joined the workforce, and innovations such as radar, jet propulsion, nuclear technology, pressurized cabins, and more changed the world. We are experiencing extreme times today and ALLPRO is being challenged in many ways. We went from survival mode – stores closing and concern for the safety of families, to fighting for products with other channels to service our customers. The traditional model of the group, to develop competitive programs for members to purchase from and engage suppliers directly, was also challenged in these times. The pandemic pitted individual members against
6 Dages Hikes Point Paint & Wallpaper Taking risks to build a family paint business 12 Purcell’s Paint & Wallpaper A good neighbor paint store goes the extra mile to care for community
CHANGING FOR THE FUTURE large non-member distributors, large national chains, and home centers for limited supplies. Recognizing this, ALLPRO immediately adapted our model and engaged suppliers to procure products via distribution centers to meet member needs. In many cases, we had the following advantages over other channels and leveraged every resource to give members a competitive advantage.
1. FINANCIAL RESOURCES ALLPRO is fortunate to be debt-free and have sufficient resources in the bank to procure large amounts of products from both traditional and non-traditional sources. We used the warehouses to distribute these products to all members, regardless of their size or location. Our excellent board of directors had the vision to retain the group’s earnings, so that resources were available. 2. RELATIONSHIPS AND CONTACTS Because we deal with several suppliers in each category, ALLPRO had resource
options that home centers and national chains did not. We also leveraged the collective industry knowledge and contacts that only a group such as ALLPRO can produce. Members were connecting us with contacts that we used to procure hand sanitizer (before anyone else was able to), masks (when they were extremely scarce), coveralls, and recently, containers of Nitrile gloves.
3. DISTRIBUTION Three years ago, we added our third distribution center out west. The additional outlet provided us with the ability to competitively distribute products to many areas that we could not previously service. Without the distribution centers, the other two advantages (financial resources and relationships/contacts) would not have been nearly as useful. We are now using the distribution centers to purchase truckloads of products on discount and passing along the savings. When it came to PPE products, we started procuring from every available
16 ALLPRO Talks Q & A with ALLPRO President Elliot Greenberg
24 Adding Décor to Your Store Strategies for adding décor to your retail lineup
20 NextGen Taking businesses to the next level
30 Brave New World The changing home improvement industry
38 Norfolk Hardware & Home Center A picture is worth a thousand words
September/October 2020 | ALLPRO INDEPENDENT | 3
INDEPENDENT | ON THE BLOCK
Congratulations to the new addition to our ALLPRO family! Welcome to our ALLPRO family! Please join us in welcoming AAA PAINT & SUPPLY to the ALLPRO family of independent retailers! AAA Paint & Supply has two locations in Tempe, AZ.
SHARE YOUR NEWS! If you are involved in a community event, special project, charity, or are celebrating a milestone please share your news with Susie Fontana at susanne.fontana@allprocorp.com.
Congratulations to the following members on their recent expansions:
VOLUME 3 ISSUE 3
CATALINA PAINTS purchased their 10th store, JILL’S PAINT, located in Los Angeles, CA; DRIVE-IN PAINT MART is scheduled to open their fourth store in Abington, MA, early this fall; PAINT SHOP purchased a new location in Saint John, New Brunswick; SPECTRUM PAINT CO. purchased a new location in Bluffton, SC; and W.E. AUBUCHON CO. opened a new store in Monroe, CT.
ALLPRO Leadership President Elliot Greenberg Executive Vice President Mike Beaudoin Vice President of Merchandising Scott Morath Marketing Coordinator Susie Fontana
About ALLPRO Independent We are a bimonthly publication dedicated to strengthening the ALLPRO community with relevant stories and news. Your suggestions, opinions, and feedback are encouraged.
How to Reach Us Write to us at ALLPRO Corporation 4946 Joanne Kearney Blvd., Tampa, FL 33619 Or contact us at 813.628.4800 or by email at allpro@allprocorp.com All publishing services provided by Gallon Creative www.galloncreative.com
Changing for the future, continued from p.3
source (traditional and non-traditional) and used our distribution network to deliver these products to members. The combination of our financial resources, relationships/contacts, and distribution not only put us on an equal playing field with larger competition, it gave us a competitive edge. This was especially evident in May when a large national paint chain called and asked to purchase products from ALLPRO. We also received requests from very large retailers and non-member distributors outside of the group. We, of course, sold only to our ALLPRO membership. These conditions will permanently change the group. When ALLPRO can engage a supplier or an opportunity as an “entity” it can compete with anyone in this industry. This started with our billing system which
combined all member purchases and is now evolving into large direct purchases on behalf of members. To further this advantage, we are taking the following steps: 1. EXPANDING DISTRIBUTION We are adding a fourth distribution center in Kansas City, MO, that will expand our service capabilities and provide one-to-twoday delivery to most members. The larger footprint will also allow us to purchase larger orders and expand the savings. 2. EXPANDING DIRECT IMPORT PURCHASING We appreciate the support that our supplier partners have shown ALLPRO throughout this crisis. Despite their efforts, we were left without essential products for most of the critical months of the
4 | September/October 2020 | ALLPRO INDEPENDENT
pandemic. Fortunately, we were able to adjust and procure products by importing them ourselves. This trend will continue as it expands our ability to get products at a competitive price and ensure that members have more options and savings. The value proposition for existing and future ALLPRO members is expanding. ALLPRO offers members a variety of benefits that include great direct buying deals, employee benefits (e.g., 401k and healthcare), exclusive access to distribution with extended terms, a private label brand that enhances profit and market differentiation, a customizable magazine, and access to incredible shows and lasting memories. The best value of ALLPRO membership will always be the people. People make this group great and the collective knowledge makes us unstoppable.
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SPOTLIGHT | DAGES HIKES POINT PAINT & WALLPAPER
dages hikes point paint & wallpaper fter a few years operating out of his vehicle, Russell Dages purchased a small home in Downtown Louisville, selling paint from the living room and using the kitchen as a makeshift office. In the 1950s, Dages purchased three homes, demolished them, and built their first official store—the same store they operate from to this day. “He saw the growth and potential of our city,” shares Anne Dages Nutt, the store’s current owner and Russell’s granddaughter. And it would appear that Russell’s vision stretched farther into the future than he could have imagined. “The neighborhood has seen its share of ups and downs, but about ten years ago we started to see a lot of change in a positive direction. There are a lot of young people [who are] very supportive of independent businesses.” Millennials value shopping local and investing in their communities. They’re trending toward smaller-scale operations, preferring to lessen the gap between production and consumption, and engage ethically with the economy. Things had been going so well, in fact, that in 2016, when another independent retailer (also an ALLPRO member!) and long-time friend let Anne know he was planning to retire sooner than she anticipated, she jumped on the opportunity, acquiring his two locations. “It was terrifying!” recalls Anne. “I’m such a planner, so it was a bit of a risk.” Despite the initial jitters and short window of time to plan for the acquisition, Anne moved forward with the expansion, keeping a quote top of mind to quiet any hesitations: “the things you regret most in life are the risks you didn’t take.” This tenacity is not atypical for Anne, who has had to prove herself in a male-dominated industry. “I’m the first woman to own this business,” states Anne, immediately correcting herself; “actually, I’m the first woman to work here other than a bookkeeper.” Anne remembers going to work on her first day wearing a pant suit, quickly realizing her mistake. “I was so determined not to be seen as ‘Daddy’s Little Girl,’ I rolled my sleeves up and stocked shelves and unloaded trucks anyway. That night I took all my clothes to consignment and purchased khakis and hiking boots, and I’ve never worn anything else since.” She also shared that she joined a gym to improve her strength to keep up with the physical demands on the job. Committed is an understatement, and it’s a family affair. Pictured at right, Mickey Guenthner, Inside Sales; Justin Amburgey, General Manager; Anne Dages, Owner; Matt Gabbard, Stock / Delivery; Elizabeth Pike, Designer
We became ALLPRO members after the merger with the Mid-South buying group. The buying benefits are great! As a small business, it allows me to compete with national chains. When we get together, everyone is so supportive. We share everything from pricing to business practices. I feel like I could call any member and pick their brain. It’s like having your own, free business advisor who is already specialized in their field.
September/October 2020 | ALLPRO INDEPENDENT | 7
8 | September/October 2020 | ALLPRO INDEPENDENT
Anne’s father, the second-generation owner, joined the business in the 1950s after completing his degree and serving in the Korean War. When the time came for him to retire, Anne was pregnant with twins and had a due date right around the time her Dad was hoping to retire. Anne convinced her husband, David, to join the family business for what was supposed to be a brief stint, just to get her through her maternity leave. They shared duties and responsibilities, alternating days at home with the kids. But what started out as a short-term fix ended up being a long-term gain. Today, David manages one of their new locations. They hope someday one of their three (now collegeaged) kids will take an interest in continuing the legacy, but Anne is careful to clarify that she’s happy to wait and see where their passions take them.
for Humanity, as well as a beautification initiative called Loving Louisville that paints over graffiti. Dages is also in partnership with a mural group, supplying paint to artists who try to brighten up neighborhoods in need of a facelift. Anne is also a member of her local small business association, a group that banded together in support when COVID-19 forced many to close their doors.
The unique sense of community that builds itself around a company that has been passed down through so many generations cannot be overstated, particularly in a “little big town,” as Anne describes it. “We have customers whose grandparents dealt with my grandfather and whose parents dealt with my Dad. And now I know them and their kids and they know mine.” It seems only natural she would want to keep that personal touch intact.
Anne and her team at Dages Hikes Point Paint & Wallpaper are taking things day by day, paying attention to government guidelines and erring on the side of caution, feeling grateful for their recent expansion, and looking forward to the future. Something tells us that we need not worry. This company came up in one of the toughest periods of economic decline in history, and since Anne has taken over, she steered their ship through the 2008 recession, and now a global pandemic. “Lots of great stories for the grandkids!” chuckles Anne.
Although Anne is clearly incredibly passionate about her industry and her business, it’s the people and the relationships that she values most. Their business frequently donates materials to Habitat
“Everyone is just doing the best they can,” shares Anne, discussing the pandemic’s impact on her stores. “But I’m so proud of my team for how well they adapted to challenges and I am so grateful for their loyalty.” A few of Anne’s employees have worked under all three generations of owners. Loyal indeed. “I believe in hiringgood people, so I’m not big on micro-managing. I do have great people, and they have so much experience under their belts. It really sets us apart.”
Congratulations to Dages Hikes Point Paint & Wallpaper for all your success, from your ALLPRO family!
Q: W hat d id you wan t t o b e when you wer e you n ger ? A: I think I wanted to be a teacher. Q : W h at’ s you r favor it e pain t colo r? A: I like so many colors! I have my favorite blue, my favorite white, my favorite green. I couldn’t chose one! Q : Wh at’ s you r d es ign s t yle? A: Contemporary I think. Q : F avor it e local s pot ? A: Jack Fries. It’s woman-owned, it’s been around a long time. It’s our special occasion anniversary spot.
September/October 2020 | ALLPRO INDEPENDENT | 9
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12 | September/October 2020 | ALLPRO INDEPENDENT
SPOTLIGHT | PURCELL’S PAINT & WALLPAPER
purcell’s paint & wallpaper urcell’s Paint and Wallpaper has been serving the Central New York community since Richard Purcell first opened its doors in 1976. They positioned themselves as the premier shop for professional painters, expert craftsmen, and weekend DIY-ers, proudly weaving their way into the fabric of Syracuse and its surrounding area. Community has always been at the forefront of Purcell’s Paint and Wallpaper’s values, but when COVID-19 struck and its economic and social impacts were felt throughout their own community, the relationships that their team has built over the decades took on even greater significance. Today, Purcell’s is run by Richard’s brother, John Purcell, and Vice President Todd Halbig, a dynamic duo who have taken this pandemic in stride, managing to keep the wheels turning without losing sight of their values or their bottom line. Together they operate three locations (Dewitt, Liverpool, and Valley), leading by example and never shying away from a little hard work. “We’re very hands on,” shares John. “We’re willing to do any job we’d ask our employees to carry out. We make every possible effort to put our people first when it comes to our decision making.” For Todd and John, their reputation is paramount, and that started with Richard, who passed away late last year and whose absence is still felt greatly among Purcell’s network of family and friends. “He set the stage for what Purcell’s was about,” reflects John. “In our time [since] taking over, we’ve taken the best of what Rich has done and put our own spin on things.” Continuing that legacy has served as a lamppost to Todd and John, who say the most rewarding part about what they do is hearing people talk positively about their staff when they’re out and about in their community. It all comes back to building (and maintaining!) relationships, something that requires more patience and understanding than ever before in the time of Coronavirus.
Pictured on right, clockwise from top left: Justine Ledesma, Color Consultant; Neal Purcell, Business Development Manager; Rich Purcell Jr, Protective Coatings Specialist; Matt Snyder, Counter Sales; Austin Webb, Warehouse Supervisor; Joe Shirtz, Head of Business Development/Outside Sales; John Purcell, President; Todd Halbig, Vice President
September/October 2020 | ALLPRO INDEPENDENT | 13
14 | September/October 2020 | ALLPRO INDEPENDENT
Q:
fav o r i t e
pa i n t c o lo r ?
TODD: REVERE PEWTER HC-172 JOHN: QUIET MOMENTS 1563 Q: W h at k i nd of m u s i c i s u s u a lly playi ng i n yo u r s t o r e ? John: It depends who is working. Van Morrison, James Taylor, or a little bit of Bruce Springsteen. Q: W h o i s your f u n n i e s t e m p lo y e e ? John: Our business development manager, Joe Schur. He can have a contractor call all fired up and within 30 seconds he’ll have him laughing. Q: I f you di d n’t h a v e t h e jo b y o u had , w h at wou ld y o u b e d o i n g? Todd: Probably doing something with younger people. I think that’s where you can really make a difference.
Purcell’s was experiencing a boom in business when cases started popping up in New York, but they quickly adapted their operations, moving to curbside service in order to buy the time necessary to develop a proper plan and assess next steps with caution. “People are under a lot of stress,” explains Todd. “It’s definitely challenging, but we’re rolling with the punches.” John puts it succinctly. “We’re survivors. We instinctively made moves to make the business survive and make things safe. We’ve adapted excellently and we couldn’t have asked for a better team to get through this.” Purcell’s, along with the majority of small business owners, are grappling with the idea that things likely won’t be going back to normal as we knew it—at least not any time in the near future. To keep up with these changing conditions, Purcell’s has expanded their online presence, set up a better system for curbside pickup, and began offering free delivery to homeowners in the area. “We want to make them feel like we’re the better option by ramping up the service level,” shares John. But Purcell’s has done more than just survive. They’ve taken care to consider how they can help those around them too. They donated a substantial amount of N95 masks at the outset of the pandemic, and have worked with their contractors to offer credit solutions
to ease their financial burden while they are out of work. They also kept their staff’s comfortability with the shifting landscape top of mind, reducing hours to limit their exposure. They are the definition of a good neighbor, a trait that they carry with them in every context. John and Todd also find the time to coach local youth sports teams, serve as members of the chamber of commerce, and volunteer with the PDCA (Painting Decorating Contractors of America). Purcell’s Paint and Wallpaper have been ALLPRO members since 1991, immediately establishing themselves as integral members of our community with their enthusiastic contributions. “My advice to anyone in ALLPRO is to get involved,” suggests John. “Everyone has a unique experience or skill to give. I was a relatively young person at the time and I took more from it than I ever thought I would.” Todd and John and the rest of the team at Purcell’s Paint and Wallpaper are eagerly anticipating celebrating their 50th year in business, which will roll around in 2026, and, in the meantime, they’re enjoying being a part of life in Syracuse and continuing to support their community. We’re wishing Purcell’s all the best and we’re proud to call them one of our own! September/October 2020 | ALLPRO INDEPENDENT | 15
DAILY MIX | ALLPRO TALKS
ALLPRO TALKS With Elliot Greenberg, President and CEO of JC Licht, LLC We sit down with ALLPRO’s President to discuss his hopes for the paint industry’s future, why most of his best friends are also in the paint business, and
Allp r o i n dep endent :
how he went from unloading two 40-foot trailers of Benjamin Moore paint to owning and operating more than 30 JC Licht stores in the Chicago area.
w h at wa s yo u r f i r s t j o b ?
E lli ot G r eenb er g :
My first job was in the family paint business. I started in 1979, right after graduating from university. My first day on the job I wore a really nice outfit. We had a number of stores but I went to our biggest store – our big commercial store in the downtown area of West New York, New Jersey. My first day was unloading two 40-foot trailers of Ben Moore by hand. It took about seven hours; it was about 90 degrees out. I changed out of my nice shirt into a company-branded t-shirt and I thought, ‘Well, this is going to be a fun career.’ Ai : W h at i nf l uen c e d y o u t o wo r k i n t he pain t busi ne ss? H a v e y o u a lwa y s wa n t e d t o work i n p ai n t ? EG: I wasn’t planning on staying in the paint business, I was going to try it and then go to law school. My older brother convinced me to give it a try and I fell in love with it. It wasn’t a lifelong dream. I studied political science and history in college, so it really wasn’t the plan, but there was something about it, I still can’t explain completely. I loved building the business, loved dealing with people, dealing with the vendors. Every aspect was connecting the people and understanding what everybody needed and I just felt that I was pretty good at it and that I could do pretty well in this business. My idea of going to law school went away. Once a paint guy, always a paint guy. Ai: H ow h as you r p a s t e x p e r i e n c e p r epar ed you f or you r r o le a t JC Li c h t ? EG: I left the family business after 15 years and then I was 22 years at Ring’s End in Connecticut. It was a really great education, I worked with a great family – the Campbells. I learned a lot the first 15 years and I learned a whole different angle the next 22 years and it really prepared me for success today. All you have to do is understand the need in the market, the need for the customer and then figure out how to fulfill it. It’s not that complicated.
16 | September/October 2020 | ALLPRO INDEPENDENT
Ai : W h at’s b e e n t h e k e y t o y o u r s u c c es s ? EG: You have to love the business. You have to respect the paint business and love the paint business because it’s a hard business, it’s not an easy way to make a living. But if you love it, it doesn’t become work, it becomes what you love to do. I surround myself with talented and passionate people that offer varying skillsets, different than my own. I go to work every day with complete joy and think that I am so lucky to be in this business and have some success in it. Ai : W H at’s your b u s i n e s s p h i lo s o p h y ? EG: Be the best at what you do. Ai : D o you h av e a m o t t o ? EG: Our slogan at JC Licht is ‘Make it Happen’. Ai : T e l l m e abou t t h e c o n n e c t i o n s y o u have c re at e d th ro u gh t h e p a i n t b u s i n e ss . EG: Between my Mid-South relationships and my ALLPRO relationships, the people that work in the paint business might be my best friends in the world. I have five or six close college friends, but next to that, my best friends are people who run and own paint stores. We talk pretty much every other day, we’re just really close. We’ve become brothers in a way – we’ve experienced the same challenges. I can’t explain the paint business to people outside of the business. People who are in the business, it’s like a special fraternity that I don’t know how to explain. It’s a beautiful thing. Ai : W h at i s your v i s i o n f o r A LLP R O ? EG: U nfortunately, my term came just as COVID-19 started, so what Mike did and what we did is we made sure that we had all the supplies that our stores needed for PPE and material. I think we did a great job. But overall, there’s a buying aspect that we try to do at the highest level so that our stores can be competitive. And then there’s education, training, help with benefits, and marketing. We really want to have more roundtables where similar groups of retailers can get together. I have such a great network of people –– they’re my buddies. I want to create a little bit of that, even if
we only get these groups together once a year. It’s a real learning session – we’ll share ideas and we’re not competing. You’re not going to get people who are right down the street from you, you’ll get someone who runs a similar business to you in California or New Mexico or in South Carolina. Ai: W hat h as b een a r ecen t t r iu mph for ALLPR O? EG: I think one of the things we’ve done really well is integrate our NextGen group. When you go to an ALLPRO show, you see a lot of younger faces. They’re very bright, they love the business like we love the business, they’re energetic, and they’re very well educated. They’re not going in the business because they have no other choice, but they’re going into the business because they see the opportunity to take it to another level. That’s really encouraging. What we’ve done with that group at ALLPRO has been a big win. Ai: W hat d o you lik e t o d o in you r free time? EG: I love sports and my New York Giants, even though I’ve lived in Chicago for six years now. I’m really hoping there’s a football season this year. I played college tennis and I’m an avid tennis player. I play a lot – that is my big passion outside of work. Of course, all of this takes a backseat to my wonderful wife Ann, my son Jason, and my daughter Alex, with whom I am lucky to share this journey! Ai: W hat d o you h ope t o s ee accompl ished in t he in d u s t r y in t h e f u t u r e? EG: I’d like to create a world class training program for dealers. We need the independent to grow but you can’t grow if you don’t have people. Finding people who know a lot about the paint business is challenging. So you have to find people that have the energy, that have the passion, and have the intelligence to be good in the paint business. But then you have to train them quickly. I think that’s the miss we have right now that I want to focus on. AI: Wh at is you r favor it e pain t colo r? EG: Benjamin Moore HC-154 Hale Navy.
September/October 2020 | ALLPRO INDEPENDENT | 17
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NEXTGEN | COMMITTEE UPDATE
Taking Businesses to the Next Level ALLPRO’s NextGen group may be connecting through a business communications app called ‘Slack’, however the group is anything but. In fact, it’s quite the opposite – they’re engaged and active. The added restrictions and change in dynamics due to COVID-19 hasn’t slowed down the young leaders. Instead, they’ve ramped up remote connectivity.
“We are talking about the best ways to stay relevant in an environment where people don’t necessarily want to be inside retail locations,” Ebbo says. “How do we migrate to a more online focused platform? How can we keep customers buying paint through such a steep and sudden downturn?”
“We have been checking in through the last few months to see how everyone is doing and what steps they are taking to keep their businesses running safely,” explains NextGen committee member Ash Ebbo from Clement’s Paint & Decorating, Inc. “This has helped me personally to come up with better strategies to keep my employees safe and our business running through the crisis.”
This type of innovative thinking and planning is exactly why ALLPRO established NextGen committee. The mission of the group is to blend the experience and leadership at ALLPRO with the next generation’s understanding of the changing business environment, technology, and their own strong desire to make their mark in the industry. According to Ebbo, NextGen committee’s mandate is to work together to build a network and support group that will guide the next generation as they step into leadership roles.
Though the group of young professionals haven’t been able to gather in-person, the people Ebbo has met through past NextGen events have been valuable resources. Most recently, members have been leveraging their strengths to brainstorm long term business plans in light of the pandemic.
“We learn a lot from them – they’re so much better at e-commerce and they understand the new market,” says Elliot Greenberg, ALLPRO President, adding that integrating the younger generation in the group is win-win, ensuring a legacy of success. “We teach them and they teach us. It’s a really wonderful thing.”
20 | September/October 2020 | ALLPRO INDEPENDENT
ALLPRO 2019 NextGen Meeting at Benjamin Moore Headquarters
Ebbo says the NextGen group isn’t trying to reinvent the wheel, rather they are looking at different strategies to keep their multigenerational businesses relevant and dynamic. “The behavior and demographics of our customers is ever changing and it is important to have a sounding board to brainstorm and find creative ways to generate new business. We want to provide the best customer experience through advancements in products and technology.” One of the ways the group stays on the cutting edge is with ALLPRO University, a conference event aimed at providing value to the next generation of independent retail leaders that in turn maximizes their potential. The event features engaging sessions such as accounting, leadership, and business succession, in addition to community service projects for teambuilding and social opportunities for networking.
“We discussed visiting a company like Zappos that has a very streamlined online process and is supposed to be a great company, but with the pandemic we have not made any concrete plans. It’s just really difficult to plan for the future right now,” explains Ebbo. Whether or not there is a return to normalcy in the near future, Ebbo is grateful that she has a network of likeminded colleagues and an open line of communication. “Nothing has been more valuable right now than the ability to talk to others going through something similar and listen to ways they are navigating the situation.”
While the 2021 event is still up in the air, the Next Gen committee hopes to feature a technology focus so the group can continue to learn and develop new ways to bring companies online more effectively and keep up with the evolving retail environment.
September/October 2020 | ALLPRO INDEPENDENT | 21
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INDEPENDENT | ADDING DÉCOR TO YOUR STORE
target market for décor Youthful trendsetter, excited home builder, or tasteful retiree? The more you know about your customers — their age, gender, interests, lifestyle, neighborhood, spending habits, and background, the better. Expand your offerings to cater to a specific clientele with the décor and services in your store. Defining your target markets will help you determine and improve the customer experience, the creative messaging, the product line, and professional services. Appealing to a particular décor audience doesn’t need to be daunting. Get to know your patrons by breaking them down into specific subsets:
DESIGNING WOMEN
50+ ON THE MOVE
YOUNG PROFESSIONALS
HOME BUILDERS
Whether they’re wearing jeans or yoga pants and on their way to the gym or to work, women in this category have plenty in common. They have a discretionary income, participate in active social lives, and enjoy cosmetically enhancing their homes. Women in this classification flip through the latest décor magazines, follow decorating trends through social media, and ensure their homes are sophisticated and stylish.
This demographic has the highest level of disposable income to spend on décor and home updates. Usually in the 50 to 75 age range, people in transition are making major life changes – remodeling an empty nest, downsizing to a condo close to the golf course or their grandkids, and traveling as much as possible. As this group heads into retirement, they require both style and function in the design elements they invest in – low maintenance, high comfort, and top quality.
Fresh out of college, or recently married, this 25-35-year-old subset is experiencing a newfound freedom. They’re excited to furnish and decorate their new pad without the use of hand-me-downs. These trendsetters are looking to establish their homes and invest in décor that reflects their personality. While they don’t always buy into the latest propaganda, they can be drawn to items that are inexpensive and hip. (Think IKEA bookshelves, simple succulents, and cheeky doormats.)
New home builders have a lot of decisions and decorating choices on their plate. This group is often thinking conservatively because of all of the extras presented to them. A blank canvas can be overwhelming, especially when designing the home of their dreams, so this group is often looking to benefit from the guidance of an interior design or décor professional. Service is as important as style to people in the building process, who value sticking to a timeline and appealing to their design aesthetics.
24 | September/October 2020 | ALLPRO INDEPENDENT
SOCIAL SAVVY SHOPPERS In the age of Amazon, it pays to be active online. Homeowners are turning to social media to inform their design decisions, rather than HGTV. According to SoFi, an online personal finance company, out of the 1,500 homeowners surveyed, 44% of younger homeowners and almost 30% of established home dwellers reported becoming inspired from social media platforms like Instagram and Pinterest. Not savvy when it comes to social media? No problem. Turn to a talented marketing agency or knowledgeable freelancer to build your online presence and attract shoppers. Align your new strategy with your store’s traditional marketing tactics for the biggest impact.
STRATEGIES FOR LAUNCHING A DÉCOR DEPARTMENT IN YOUR STORE A new décor department deserves an extra special introduction. If you’re hoping to create customer awareness of your new products and services, entice them with a few simple strategies. By taking an extra step to expand your décor launch, you can establish connections with your target markets, develop a buyer base, and cultivate customer loyalty.
internal launch
Before you add décor to your store shelves, ensure your team is on board and fully aware of your new products and services and how to sell them to customers. Educating your sales team on your décor sales strategy will guarantee they’re comfortable talking accessories, window coverings, or cushions in person or over the phone.
design partnership
Increase sales and ignite interest in your décor department by joining forces with interior décor and design professionals who can guide your clients in selecting appropriate fabrics, window treatments, paint, and décor.
complimentary construction consultation
Incorporate a unique value proposition to home builders or contractors by offering a complimentary décor consultation with a minimum product purchase.
industry nights
Host a chic wine and cheese soiree as a first-look, sneak peek at your store’s new décor line, complete with a short décor demonstration, store promotions, loyalty program, and a door prize from the new department.
social media launch
Social media is all the rage when it comes to home décor and design. Use your social accounts to showcase your products, feature promotions, inspire new décor and design trends, and encourage use of your specialized design services. Incorporate videos, podcasts, and content-rich tools to enhance the customer experience and demonstrate your store’s expertise.
September/October 2020 | ALLPRO INDEPENDENT | 25
PROFESSIONS IN HOME DÉCOR & DESIGN Everyone wants a warm, comfortable, attractive home, however, not everyone has the knack for creating a space that suits their style. While some people know how to personalize their space with pictures, window coverings, and colorcoordinated throw cushions, others are unsure what size of area rug is necessary and how to properly style bookshelves. (Yes, it’s a thing.) That’s where a décor consultation comes in.
Offer to help your customers plan their ideal space with the help of a design professional or salesperson who specializes in home decor. Soon they’ll be filling their space with products specifically chosen from your store. Not all certifications are the same. Here are your options when it comes to hiring or partnering with a design professional.
home décor consultant
This could be someone already in-house that is passionate, knowledgeable, and driven about home décor, looking for new opportunities, or to expand their professional horizons.
interior decorator
Hire or partner with an interior decorator to work with clients in developing a décor concept and/or help select elements such as paint, fabric, furnishings, and accessories.
interior designer
Join forces with an interior designer, a professional who works with contractors and architects to design functional interior spaces. Oftentimes the designer will take on the décor role after design implementation, working with clients to ensure a cohesive space.
26 | September/October 2020 | ALLPRO INDEPENDENT
FAVORITE HOME DÉCOR STORE If you’re new to the décor arena, it’s important to take a look at the competition. According to Offers.com, Target hits the bull’s eye, tying with IKEA as America’s favorite home décor store.
Other
Source: Offers.com
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INDEPENDENT | INDUSTRY CHANGE
PAINT
BRAVE NEW WORLD GENERATIONAL SHIFTS CHANGING THE HOME IMPROVEMENT INDUSTRY
The industry is changing, and with it, the methods of its inspiratioans. While previous generations relied primarily on HGTV shows and a handful of interior design magazines for ideas, new technology has influenced customers to gravitate toward online platforms to illuminate their tastes and clarify their visions. As technology continues to evolve and with it, our target demographics and their behaviors, it’s wise to stay well attuned to the ripple effects attached. he modern customer expects a more efficient and individualized approach to decorating their homes, necessitating a shift in the ways we assist them with that process, starting at the planning phase. According to SoFi, the online finance company making waves for its big data approach to banking, 44% of homeowners between the ages of 18 and 44 and 29% of homeowners over the age of 45 rely
30 | September/October 2020 | ALLPRO INDEPENDENT
on online platforms like Pinterest and Instagram to prepare for renovations and establish a design direction. SoFi also reported that 28% of homeowners had made a purchase for their home in the last 12 months that was influenced by something they saw on social media. Those are numbers that business owners with such a big stake in the home improvement industry just can’t afford to ignore.
There are a few take-aways from this information. Firstly, now is the time to begin establishing an online presence, or, at the very least, learn how people are interacting with our industry online. COVID-19 offered an important wake-up call to those of us who had not yet defined ourselves in the digital arena. In-store traffic is still most of our bread and butter, and its where many of us shine from a customer-service perspective, but that same people-first approach can be employed in an online context with the right tools. Even if you don’t have the means to have your website fully shoppable, there is still value in investing in your website and engaging on social media. With technology advancing at such a rapid rate and more and more of our work moving onto our computers, we have little choice but to educate ourselves and try to keep up! Secondly, integrate! Shifting to an online marketing strategy doesn’t mean you need to alienate other demographics. It’s more about better utilizing the assets you have and deploying across multiple channels. If you’ve transitioned into the online world, don’t feel like you need to entirely reinvent the wheel or create an entirely new promotional calendar. Leverage the assets you have, the promotions you already incorporate into your print or in-store campaigns, and find a way to bring it online. Consistency is paramount in marketing, so don’t worry about redundancy. Repeating your messages and then repeating them again keeps you and your news top of mind. This shift in methodology will also have an impact on in-store traffic. Nearly 7 in 10 Millennials (a group that now comprises 37% of the housing market according to the 2019 Home Buyers and Sellers Generational Trends Report) are handling their own home improvement projects, but according to The Zillow Group Report on housing trends, 66% of those projects are geared toward
cosmetic improvements rather than functional. This means you can expect to see more people trying to tackle their painting projects themselves. As they take on these projects independently, they might be looking for guidance (if you’re on a platform like YouTube, “How-To” DIY guides can be a great resource for customers and an excellent way to engage with a younger demographic online). Secondly, as customers gain more “face-time” with the brands they support—mainly through social media—and the Shop Local movement continues to take off, ethical business practices are of particular importance. This could have a positive long-term effect on your in-store traffic if leveraged effectively. Shout about your green initiatives as loud and as proud as you can! We now live in a world wherein it’s more important than ever to stand out from the crowd, to have a clear sense of individualism (which has been cemented by a very competitive job market) and a good understanding of how to brand yourself. For the most part, demographics entering the workforce (and the housing market) are very concerned with having their environments a product of self-expression. If you didn’t have a décor department before, it’s a good idea to start the process. Cute knick-knacks near the check-out are great for inspiring impulse purchases. By paying attention to the seemingly small details and shifts in customer behavior, you’re better able to adapt your business practices to keep up with diverse populations. Doing so allows you to make small changes over time rather than confronting a need for an overhaul down the line.
KEY TAKE AWAYS:
regularly. Additionally, big-box chains are likely to be behind on this trend; it’s the perfect opportunity to capitalize on a competitive advantage.
Appealing to new customers means developing new strategies—with the new generation of consumers hyperfocused on sustainability, ethics, and equality, these new strategies should be value-driven and communicated on a consistent basis. Think of your approach to social media as an opportunity to perfect the art of the humble brag. Not sure where to start? Consider the following: Put Your Decor Department on Blast: You never know when a planter or fun print will resonate with a customer. Do a weekly product spotlight on decor items to let your audience know you have everything they need to beautify their space, from wall color down to table wares. Boast About Environmentally Friendly Practices: Do you recycle paint for customers? Are your bags biodegradable? Do you carry an eco-friendly paint line? These are huge incentives for a younger generation of homeowners concerned with climate change, so ensure you’re posting about these products/services
Show Off Your Small Business Status: Are you a part of a local small business group or organization? Snap a pic at your next meeting or share updates about your involvement. COVID-19 has shown us all the impact our spending dollars can have, and many are opting to keep their cash in their community rather than spending it at big-box chains. Humanize Your Brand: Show your audience the people behind your brand! Share candid photos of your team in action and place a fun fact about them in your caption. Position Yourself as a Resource for DIY-ers: Chances are you already have the products in-store needed for most DIY projects. Beyond making sure they are easily accessible in-store, you should also get the word out on social media. Take it a step further and create a how-to series, proving you have the expertise to guide them through the process.
September/October 2020 | ALLPRO INDEPENDENT | 31
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FINAL COAT | A PICTURE IS WORTH A THOUSAND WORDS
a picture is worth a thousand words hat’s the sentiment at Norfolk Hardware & Home Center, where a mural graces the exterior wall of the building at 981 Morton Street in Boston, Massachusetts. “I thought it would be really nice to have something on the side of the building reflective of the neighborhood,” explains Norfolk President, Stewart Rosen. The painting depicts Norfolk’s superior staff as well as Mattapan’s rich and diverse community, which boasts some of the largest Haitian, Jamaican, and other Afro-Caribbean neighborhoods in the Boston area. The mural was painted as part of a summer job program initiated by the City of Boston. Created to enhance the style and visual landscape of Boston neighborhoods, the Mayor’s Mural Crew has been adding color to the corners of the city for nearly three decades. “(Mayor Menino) hired a gal who was a paid City employee,” says Rosen. “She would get kids from tech schools to come out and help her paint murals. We paid for materials and a small stipend and they did this beautiful thing for us.” In the painting, Norfolk staff are portrayed assisting community members with home improvement, socializing on the street, and welcoming and supporting newcomers to the city.
38 | September/October 2020 | ALLPRO INDEPENDENT
In the 30s and 40s, the neighborhood was predominantly Jewish. Rosen’s grandparents opened Norfolk Hardware in 1934, selling a small array of plumbing products out of a small 1,500-square-foot store on Norfolk Street in Mattapan. Since then, the area has expanded and so has the store. The family-owned business now offers over 40,000 feet of product space, stocking thousands of products from tools and hardware, to lumber and paint, as well as kitchen and bath appliances, and more. The store – and also its staff – are a mainstay amongst much change and hails as a homeowner’s heaven for the upsurge of newcomers to the community. “Everyone in the mural still works for us,” Rosen adds.
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WE ARE COMMUNITY SUPPORTERS WE ARE ALSO COMMUNITY SUPPORTED Independent retailers like us are proudly loyal to our local neighborhoods. Whether by supporting first responders, youth sports, or others in need, nothing makes us feel better than giving back to the people and communities who support us. Inside our ALLPRO community, we proudly work together sharing ideas and experiences that make us stronger both as independents and as a group.
AT ALLPRO WE ARE INDEPENDENT TOGETHER.