True Colors: Painting update

In remodels and new construction, paint is one of a retailer’s most effective design tools, both from a cost and overall appearance standpoint.Chain Store Agespoke with Jim Gorman, senior strategic account manager at Benjamin Moore & Co., who discussed trends and offered some advice on how retailers can get the most for their painting investment.

What are some of the trends you are seeing in retail and restaurant spaces in regard to the use of paint?

With retail, we see continued remodeling of departments and ongoing maintenance, and also continued expansion by some clients.

In regard to color, retail paint colors tend to be in the whites/off-whites family in order to present a bright environment where the merchandise can shine. In restaurants, we see more exterior repaints than interior design changes. Restaurants are very focused on curb appeal, with most using bright, eye-catching colors that support their brand.

How are remodels tracking?

As we work closely with our clients during the planning stages providing colors, consulting on the best product, working with GCs and providing products, we see many remodels launch on time. But some get caught up in the planning stages, some get put on hold for various reasons and some never happen.

What are some common mistakes when it comes to paint?

The biggest mistake is the overall misconception that “paint is paint” and as long as the color matches then “all is good.” This approach can lead to added expenses. It can also result in improper products being used versus what was planned — which we have seen with some clients.

With paint, like many other construction products, it is best to get it right the first time. This is especially true in retail and restaurants because any repaint work can be disruptive to the business, which can be costly to the top line.

What’s the biggest complaint retailers have in regard to paint?

It used to be that odors lingered after the work was done. But with today’s popular low-odor products, that should no longer be the case. Today, color accuracy is one of the top complaints, and the problem occurs when a paint company’s color is matched in a different product at a different store.

In high-traffic stores, the appearance of the surfaces due to wear and tear is also a major complaint. Every client wants their stores to look as fresh as the day they were painted.

High-traffic areas in retail and restaurants do take a beating and require a lot of upkeep to keep looking fresh. Is there anything retailers can do to minimize the problem?

Yes. They should use a specialized coating. The problem is that, traditionally, many retailers used one-component or even two-component epoxies. These products are based on technology from the 1980s, so most have a stronger odor, longer drying time and are not available in every color. Basically, they’re inconvenient.

Other companies really don’t take action in regard to the problem. Instead, they factor in repeated maintenance cycles, which can be costly. But retailers and restaurants realize they must maintain that “fresh look” as it is important to their brand, their customers and their success.

What’s new at Benjamin Moore?

Recognizing the issue mentioned above, Benjamin Moore worked closely with key clients to develop a specialized product designed for high-traffic/high-abuse areas, which every retailer and restaurant experiences. The product, UltraSpec ScuffX, is formulated with today’s technology. It is easy to use, quick drying and has low odor.

We introduced ScuffX earlier this year. It’s been very well received during the test phase, and has reduced the need to repaint while maintaining the “fresh look” critical to each business.

If you could offer retailers some advice, what would it be?

Work closely with the manufacturer in the planning stages to assure your investment will pay off, not cost more down the road. There are several product options that can be specified to minimize maintenance costs.

Also, work with the supplier to assure the painting contractors have the specified paint ready where and when it’s needed. But the most important advice is to make sure the project is carried out as planned — and that the cost of a can of paint is less than 20% of the cost of the job.