PAINTING & DECORATING
offering but also working with the proprietary brands too, to allow all of the suppliers to have an equal share of the voice if you like. The key is understanding the customer and knowing what it is they want out of the relationship with you. The biggest issue you have with a multi brand portfolio is that each brand wants to be the biggest and get the most attention.” Where many businesses fall down is in viewing all their customers in the same way and then treating them all in the same way, Honer believes. “That’s something we never did at bcg. We spent a long time looking at our customer segmentation. We always looked at what tone of voice we needed to talk to them in and the way we needed to communicate with them.” That’s why, if you looked at the bcg price guide – known as The List, it differentiated whether the customer was a merchant, kitchen specialist or a bathroom retailer because they are all different and do not necessarily require the same approach.” Honer had agreed to buy bcg when he was working there but unfortunately at the last minute the parent company changed their strategy and the purchase was halted. However, he says that the plans they made
DULUX DELIVERS WTH NEW FORMULATION
Dulux Trade has launched a new Vinyl Matt formulation with an improved in-can consistency that can be applied with or without thinning. The new formulation has a smooth flow for easy application and the benefit of reduced fly-off for a more enjoyable and efficient decorating process. The improved consistency also supports the delivery of a high quality uniform finish, whilst continuing to deliver outstanding opacity and coverage. Suitable for all normal interior wall and ceiling surfaces, the formulation is a low sheen matt, suited to covering imperfections. It has a coverage rate of up to 17m2/l. Paul Dougherty, AkzoNobel’s head of product and portfolio marketing, said: “We have dedicated a huge amount of time to understanding appliers’ and specifiers’ real needs. The paint has been put through rigorous testing processes to ensure that what we’ve delivered will meet their expectations, whether it’s being used with brush, spray or roller.”
to run the business had they bought it, will stand him in good stead for running JCB Paint Limited.
“All the customer service ethics I introduced into bcg, we are bringing to JCB PAINT®,” he says. “It taught me the power of having a strong brand and taking that to the marketplace. It’s vital that we keep on top of customer segmentation. All our independent customers are individuals. If you try to communicate with them all in the same way, with a one size fits all approach, it just won’t cut it.
“Answering the phone in three rings and getting orders out of the door the next day are now seen as standard and that’s the sort of service we pioneered at bcg. It’s down to understanding what that customer wants from products, from marketing and from service. “I have been visiting many customers over the past few months and talking to them about the products and the offer.” One of Honer’s previous roles was at appliance supplier Britannia Living. He says: “At Britannia, we might be talking to customers about a top of the range £6000 cooker with every bell and whistle going. You could wax
HARRIS AND STAX IN BIRA DISTRIBUTION DEAL
lyrical about its features for hours but it’s how you take it to market and how you support your customer base that makes the real difference.
The new JCB PAINT® range meets a huge range of requirements with a single product as it covers masonry, wood and metal with a unique flame retardant, stain and mould resistant feature.
“That’s why the knowledge we built up over the years within the merchant sector about how to market to a diverse range of customer types with their differing needs, will make the difference to our service levels and, ultimately, we believe, our sales.”
A MODERN PAINT WITH TRADITIONAL STYLE
HARRIS, THE PAINt brush and roller manufacturer, has agreed a distribution deal with Stax, the nationwide wholesaler for independent retailers and trade professionals, in conjunction with bira direct members. As of 1st March 2018, Harris products can be ordered through Stax, in addition to ordering them via the Harris channels.
Chris Scott, Sales Director at Harris said: “We are very pleased to be working in partnership with Stax to deliver the extensive Harris product range. The new arrangement will help increase ordering ease for our valued customers and increase the distribution of our products.’ Eddie Brady, Stax Chairman said, ‘We are delighted to enter a strategic partnership with Harris, a name synonymous with quality decorating tools for the discerning customer.”
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PROVIDING AN EXTREMELY high gloss finish that replicates the look of traditional oil-based products, Teknos Futura Aqua 80 is popular in conservation areas. It is a waterborne urethane alkyd based top coat designed for interior or exterior use and offers a tough finish on wood, metal and building board surfaces. It has low VOC levels, no odour and can be used for a wide range of applications including interior doors, window casements, cabinets, mouldings, panels, staircases and radiators. It is also suitable for use outdoors on primed window casements and doors and can be tinted to most colour shades , providing lasting colour that is fade-, weather- and UV-resistant. The Futura Aqua portfolio of waterborne paints provides varying sheen levels and comprises Futura Aqua 20, which offers a semi-matt finish, and Futura Aqua 40 with a semi-gloss finish. The range is complemented by the versatile Futura Aqua 3 primer and is available in 0.45 0.9, 2.7 litre sizes. The modern pigments used in Futura Aqua 20 disperse evenly through the paint and provides excellent resistance to weather and UV rays, and they retain their colour and gloss over time. The paint may be thinned with water and is easy to apply by brush, roller and spray. The surface is dust free after one hour and through- dry after two to three days. Clean up is with appropriate detergent and warm water.
www.buildersmerchantsjournal.net March 2018
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