When something lands on the desk of a retail facilities manager, there is often a need to resolve it promptly, efficiently and within budget. Undoubtedly, this is true for all the trades and services for which you are responsible, including painting. In order to ensure a uniform and successfully branded appearance, painting corner to corner – not touching up – is your
The environment sets the overall buying experience for your customers. Numerous articles and studies discuss the importance of colors and aesthetics in a retail environment. In fact, according to the Institute for Color Research, consumers make a “subconscious judgement about your retail environment and product within 90 seconds of the initial viewing.”
Earning your customer’s repeat business is just as important as that first impression. Did you know that other statistics show 52 percent of shoppers will not return to a store if they do not find the store aesthetically pleasing?
These two statistics alone point to a conclusion that the store environment can result in customers shopping longer in your stores, interacting more positively with your employees, and it can also result in your employees better serving your customers.
BEST PRACTICE IMPLEMENTED
With the appearance of retail locations being so important, the request to touch up the paint of an area should only be used as a last resort. Nearly all of the time, touch-ups will result in a color and/or sheen difference. Roller marks and brush marks will be visible because of a lack of a uniform wet edge. Even if you have a specific manufacturer color, product code and sheen, too many variables result in less than acceptable results – fading of existing paint, alternate paint options or matched paint used in the past, manufacturer tint variances – can cause complications and unappealing results.
However, if the expense of painting corner to corner is not a viable option, put the odds in your favor by talking to your specified paint manufacturer about products they recommend for your particular needs. If you don’t have a required manufacturer specification, then begin by reaching out to paint manufacturers or your preferred paint suppliers to research your options.
Just as important is to create a system of checks and balances so that once a particular paint specification is determined, you can verify the appropriate specification is utilized. Make sure your painting supplier is capable of tracking all paint purchases tied to your locations and can provide proof, if needed, as to the specific paint purchased and applied in your stores.
It is not beneficial to you when a supplier side steps your system and matches paint to other manufacturers or products. Most paint manufactures have the ability to set up accounts with national painting databases to obtain this valuable information.
RESULTS OF THE BEST PRACTICE
The savings from doing paint touch-up by a qualified painting contractor, rather than painting the entire store, are significant. The cost of performing a painting touch-up service in terms of material and labor is a fraction of what it would be for a full store. In addition, there is a relatively small amount of time needed to staff the store or hire a security guard after hours for perhaps several nights to accommodate the time required to paint a full store, wall to wall.
However, it should be noted that minor touch-ups of scratches, abrasions or small repairs to a damaged wall should be limited to areas of the store that are isolated or have low customer traffic. Areas that have wider use and exposure should always have a wall painted corner to corner to reduce the risk of being obvious to your customers.
VERIFICATION OF EFFICIENCY AND/OR SAVINGS CAPTURED
It is difficult to verify the cost savings associated with touch-up painting versus painting an entire store due to the obvious variables associated with costs of such services. What needs to be considered is the effect that cutting costs by touching up a wall in your store has on your customers.
As noted above, a positive in-store experience for your customer is paramount, and visitors to your store will return to shop if they perceive it is well maintained. Therefore, the financial cost of painting at least corner to corner, if not the entire store, should be budgeted. It will be a fraction of the cost of painting an entire store and best of all; will not be as noticeable as a minor touch-up service. If budget dictates touch-ups only, realize the appearance challenges you will face. At the very least, try to stack the odds in your favor by establishing a system of checks and balances to better avoid the inevitable pitfalls that may arise.