Our principal U.S. distributor appointed last year, Lancaster, has submitted an account update by which it reports placing Winning Colours into approximately 25% of its independent customer locations; 559 storefronts to date.
Lancaster specializes in selling paint accessories and is generally considered America’s largest in this sector, with approximately 10,000 storefronts selling products that Lancaster supplies. Of those 10,000 locations, the majority are operated by a few national paint chain banners – approximately 8,000 storefronts between 4 banners. Sherwin Williams is an example of such a banner. The growth of Winning Colours Stain Remover within the Lancaster account group is therefore likely to experience “tipping points” if Winning Colours is listed by one or more of the national paint store banners. In other words, the rate of growth would shift in a sudden increase, rather than gradual increase, if that happens.
The next step to achieve rapid expansion within the U.S. paint store sector is to earn a place for Winning Colours in those national paint banners. Lancaster has acquired first-hand experience with Winning Colours in hundreds of its independent paint store accounts. The feedback from this group of stores has been positive and makes the next step more feasible. The significance of the early experiences of the independent paint retailers is that they have subjected Winning Colours Stain Remover to a very wide range of situations and people, enabling a pattern to emerge. This is a valuable predictor of what may be possible with Winning Colours Stain Remover as an SKU in the paint store setting across America and helps make the case for the national paint store banners to commit at the chain level.
Typical of feedback from independents is the case of Capital Paint Centers in New York City. The following is a summary of key points from a Field Visit Report, filed at Winning Brands Tuesday September 21st. Capital Paint has 5 stores, of which 2 are geared to Winning Colours Stain Remover traffic at the moment. Link: Capital Paint Centers
- “The visit was arranged by appointment to permit meeting the buyer. Discussion included a briefing on the corrected procedure to obtain 4 fl.oz from Lancaster. Next was exploration of possible opportunities to participate in customer’s upcoming flyer(s), such as the one around Thanksgiving. It was agreed in principal that we would be included. Also discussed, product turnover. As of last Thursday, the sales for 4 months are: 230 units, mix of 30.7 and 4 fl.oz sizes- mostly through two locations – Hyland Ave. and the other being 18th Avenue in Brooklyn. The overall attitude toward Winning Colours is positive and the staff are keen to see it continue to grow within the stores. This retailer is likely to meet and exceed business plan of one bottle per day per location when internal merchandising is put into place”.
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One year ago, Winning Brands did not have such a pool of carefully measured U.S. paint store experiences. Earlier distributor operations for Winning Colours to paint store accounts were not centralized so effectively. The fact that so many paint stores are now supplied by the same distributor increases the usefulness of this positive feedback because the distributor is an efficient conduit for the information to the broader account base – and importantly – the few national paint store banners that account for 80% of the paint retailer storefronts. This is a beneficial arrangement because the servicing of the 80% remainder will be more systematic in all respects. The paint store banners are in addition to “home improvement stores” such as Home Depot, Lowes, Menard’s, Tractor Supply, etc.
The following are recent numbers for Winning Colours placement amongst the independent store portion of Lancaster’s account base by state, indicating Lancaster’s additions to our previous presence in that state over the past year within this sector:
- AL+ 16
- AR+05
- AZ+02
- CA+22
- CO+02
- CT+17
- DE+01
- FL+42
- GA+35
- IA+01
- ID+06
- IL+44
- IN+39
- KS+01
- KY+18
- LA+03
- MA+23
- MD+01
- MI+27
- MN+01
- MO+07
- MS+09
- MT+09
- NC+26
- NE+01
- NH+02
- NJ+16
- NM+02
- NV+04
- NY+53
- OH+29
- OK+03
- OR+02
- PA+18
- RI+10
- SC+7
- TN+06
- TX+26
- UT+02
- VA+15
- VT+01
- WV+05
The significance of this list goes beyond the numbers as mere digits in a tally. Every single store is a collection of people; owners, staff, customers, friends, neighbours and relatives. Winning Colours Stain Remover is experiencing grass roots expansion that is fundamental in nature, meaning that the brand is becoming a part of people’s lives from coast to coast. If the product delivers satisfaction, which it appears to, then further growth in the customer base is very likely.
