PAINTING & DECORATING
FINDING A NICHE IN THE DECORATORS’ MARKET
B
y arming themselves with a knowledge and confidence in woodcare, both merchants and tradespeople are able to provide valuable advice and services, which will in turn differentiate themselves from the crowd and boost their appeal amongst end consumers who are looking to tackle more than the conventional painting job.
Know it all
“Even amongst the most dedicated tradespeople, understanding the world of woodwork can be somewhat of a minefield,” says Dominic McInerney, marketing manager for leading woodcare brand, Liberon “ As a merchant, it’s important to really get to grips with the products on your shelves. We are lucky to have a passionate and dedicated team of account managers behind the Liberon brand, who take the time to work with our stockists. Providing product training and advice is an essential part of their role and also feeds back to our own product development and merchandising strategies.”
Providing clear, self-explanatory packaging
With busy consumer lifestyle habits, the demand for a reliable professional in the decorating market to help complete time-consuming jobs has never been higher. Particularly within the woodcare sector, consumers can feel baffled by the tricks and tools needed to ensure a quality finish and are frequently looking for trust- worthy tradespeople to complete more complex woodcare and renovation projects. and point of sale support similarly helps ease
the navigation of woodcare oils and wax products for busy professionals, he says. “Choosing the right woodcare product really depends on the type of wood in question. Packaging across the Liberon range has been designed to provide clear usage instructions to help make that decision easier and materials such as product brochures include handy guides to aid customers in selecting the right product for the job.”
McInerney says that. alongside traditional product knowledge, merchants can differentiate themselves by stocking more decorative woodcare products, as well as conventional preservative solutions. “ We are seeing an increase in the general public frequenting their local merchants’ stores and end consumer trends and styles are beginning to impact upon customer demands. By stocking products which tick both practical and aesthetic boxes, merchants are able to stay one step ahead of competitors.” Launching this month, Liberon’s Home ColourCare range of coloured woodcare wax
March 2018
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and varnishes has been designed to meet the demands of both the professional tradesperson and the end consumer. Providing a two-in-one solution for protection and colour, the Home ColourCare range requires simple surface preparation and can be applied to both bare and treated wood surfaces.
McInerney explains: “The contemporary shades of the Home ColourCare range are what make these latest products really stand out from conventional woodcare solutions but we also felt it was important to create a product which would really appeal to the professional decorator. Combining traditional woodcare properties with modern colours means decorators are able to save time, quickly and effectively producing a finish which not only protects the wood but also looks great too – something which is highly valued by the end consumer.”
Listen to your customers “In any merchants store, finding your niche is all about better understanding the demands
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