PAINTING AND DECORATING PREPARATION PUSHES PROFITS
Jason Burns, Managing Director at Shurtape looks at the power of preparation in any decorating project - and how it can provide a great selling opportunity.
T
he application of paint or paper is only a small part of any decorating project. Just ask any professional decorator: the power of the project is in the prep. Whether it is a large-scale commercial refurbishment or a residential redecoration project, prepping everything beforehand is a vital part of the whole process, and one that cannot be scrimped on or rushed.
That’s according to Jason Burns, managing director of Shurtape, who points out that selling the right preparation products can mean a real boost to merchants’ profit margins.
“All surfaces need to be thoroughly cleaned, holes filled, wooden surfaces sanded. Metal areas need to have paint removed before any rust is tackled, and then thoroughly primed prior to painting. Glass needs to be cleaned, dried and covered, floors completely protected, furniture moved to one side and lights and extra attachments all neatly tucked away before a paintbrush is even dipped into a pot,” he says.
“Put simply, paint just cannot adhere to surfaces that have not been prepared properly. Without cleaning, filling, sanding and scuffing, the paint will crack, bubble, flake away and peel off - because it has not stuck. This does not provide a professional finish and the results will be the same the same, regardless of the tools you use: the best quality paintbrush or top specification spray device just cannot mask a lack of prep.
As makers of FrogTape®, the UK’s leading decorator’s tape, Burns says that the company already knows a thing or two about prep and advising people how to get ready to paint. “Masking the edges of all surfaces with bleed- proof tape saves time and misery later on – although professional decorators do boast the most steady hands,” he says. “We also have a range of tapes to secure things, with T-REX® extra strong tape and carpet tape products in the leading Duck Tape® range. All of these are essential pieces of kit to have around when covering, protecting or securing something before painting. The range is growing; our R&D team is always speaking to end users - be they professional or amateur - and responding to their needs with product launches. This is how
our convenient FrogTape® Drop Cloth dust pack sheets came about. Small and secure, they’re ideal for protecting smaller spaces when decorating and have proved hugely popular with end consumers and professional painters alike, as they remove the need for cumbersome old dust sheets or disposable plastic covers.”
By recognising that prep involves more than just masking the edges of the customer’s workspace, the aim at Shurtape is to make things so much easier for that customer and, alongside that, a great merchandising opportunity for merchants.
Preparation Zone
Going on the end user journey can create a “prep zone” in store that provides all the tools needed to be truly ready for painting. This zone could list everything needed for a certain task, or it could lead to other areas in store, linking techniques with exact products in chronological order. Menu cards can prompt people to be aware of the prep they need, providing valuable advice, with linked products on special offer to increase awareness and help drive sales.
Promotional bundles Burns says: “Bundles can be created as competition prizes - in store and on social media. The messaging remains the same: that the prep is just as important as the painting. We have products that are popular with trade and consumer audiences so know the importance of linking them with other products, providing advice and cross-selling.” He adds that social media is helping to communicate this. “Tik Tok and Instagram allow influencers to physically show and talk about how they have created something with ease. Countless DIY and decorating experts have now racked up hundreds of thousands of followers as they demonstrate their skills and advise homeowners how to achieve better results. We have mass market training on a level we never did before. Social media is showing people the value of doing things properly, and yet they still need guidance when it comes to the exact products that they need - and indeed, how to use them. “We know that content that quickly ties in with in-store activity can work really well too.
September 2022
www.buildersmerchantsjournal.net 31
A checklist, a promotion, a quick reel that shows all the products side by side. Expert advice is always welcomed. How To’s are really popular, as shown by the influencers. And who better to show How to do something than a leading brand, or a builder’s merchant?”
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