TRAINING FOCUS: DULUX
THE DULUX ACADEMY’S TRAINING AND TREND FORECAST
“T
he painting and decorating market itself is pretty challenging,” says Karen Wilkinson, from Dulux Trade,
“So what appliers are increasingly doing is up- skilling to make their businesses stand out. There is a desire among many painters and decorators, for instance, to learn the techniques involved in spray application. This is one way to help secure more work, and is especially helpful for those working on new build projects or in the commercial sector.”At the Dulux Academy, there are introductory and advanced courses in spray application that cover setting up and maintaining equipment, safety considerations, practical tests in covering a variety of different surfaces and using different products.
“Just as in other trades, painters and decorators need to present the most professional image to continue to win business and maintain their reputation as a brush stroke above the rest. Being known for delivering a brilliant finish every time, for reliability, and for being on top of current and future trends are some of the ways that one man bands or small businesses can differentiate themselves.” Wilkinson explains. Dulux are championing water-based paints as the future of the painting and decorating sector: “Additionally, the products they choose can help them to stand out. Switching from solvent-based paints to water-based for instance, demonstrates an environmental awareness that is very future-facing. Quicker drying paints, with lower odour, that deliver the same high quality finish can give painters and decorators a competitive edge when it comes to quoting on jobs. By talking to their merchant, and making use of the tools and information available on sites such as Dulux Trade Paint Expert, appliers can put themselves in the best place to face the future.”
“Market data has highlighted significant growth in water-based paints - there was a 16% increase in water based sales from 2017 vs 2016, compared to a 5% decrease in the purchase of traditional solvent based paints. To encourage more appliers to make the switch, we have launched Dulux Trade Diamond Satinwood with a new-to-market formulation that upholds the durability promise of the entire Diamond
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range. Made for use on woodwork and trims, the water-based solution is scuff, scrub and stain resistant offering great durability. Dulux Trade now has a complete range of water- based products and the Dulux Trade Quick Dry range has also been given a makeover, with the packaging redesigned to make it easier for painters and decorators to identify water- based alternatives on shelf, and to focus on the benefits to them and their clients. The Dulux Trade Quick Dry range and the new Diamond Satinwood formulas dry twice as fast as solvent based paints, allowing professionals to get on to the next job faster.”
Dulux Trade always tries to lead the market with the competitive prices for quality products. “Prices will always be commanded by the price of raw materials and every paint brand is having to navigate such fluctuations. What we seek to deliver is excellent value for money aligned with quality performance. Additionally, we’re able to leverage our position within the AkzoNobel business, which gives us the organizational strength to secure operational efficiencies, such as minimising transport costs by increasing our manufacturing capability in UK plants. It’s this capability that allows us to maintain competitive prices.”
In this day and age, it’s easy to find details of where and how to buy Dulux Trade products, Wilkinson says. “However, we are working to make sure that this information is increasingly accessible. Improved functionality on our website
Karen Wilkinson from Dulux Trade told BMJ’s Elizabeth Jordan about their Academy and the future of paint...
has helped with this, and a tighter focus around how we communicate with customers both on and offline. By getting to know the modern trade customer, it also means that we can be where they enjoy spending leisure time too. That’s why Armstead recently partnered with On The Tools for a high profile campaign.” Wilkinson stresses that merchants are a key link in the chain, “Merchants have their fingers on the pulse, working with decorators day in, day out and hearing how their jobs and clients are changing. Equally, their customers look to them for information on changes in the industry. Dulux Trade has a responsibility to keep merchants fully aware of changes to products and finishes, so that they can help their trade customers select the best product for the job. The only way to do this is by staying ahead of the game and understanding the changing needs of their decorator customer.” “The Dulux Trade team is always visiting our merchant partners across the country, offering support and training where necessary. There is also a fleet of highly trained Dulux Trade tinting engineers on the road, to ensure tinting equipment is benefiting from the latest developments and upgrades in all our locations nationwide. The Dulux Trade teams provide merchants with the right levels of POS and incentives for selling our products.” The Dulux Technical Advice Centre provides technical advice and help with Dulux and Dulux Trade, Armstead, Cuprinol, Hammerite, Sikkens and Polycell product specifications. There is also technical advice available online from AkzoNobel’s experts. “We’re constantly developing the courses available at the Dulux Academy. We have four partner college locations across the country working alongside the flagship academy in Slough to help renew professional skills across the country.” “Trade customers have ever-changing needs and merchants place themselves in the role of trusted advisors to a very complex and demanding audience. Acting as a trusted advisor not only allows the opportunity for up-selling on products but also provides added reason for their customers to return time and again.” BMJ
www.buildersmerchantsjournal.net November 2018
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