Your guide to building a successful trade business
Transform Trade Playbook Your guide to building a successful trade business
Introduction
This playbook has been created with colleagues across our Deco business, offering knowledge, experience, and best practice, to bring you a comprehensive guide to building a successful trade business by:
ENHANCE CUSTOMER EXPERIENCES
ALIGN SALES TEAM
CENTRALISE PROCESSES
CHANGE HABITS
SHARE BEST PRACTICE
STREAMLINE ONBOARDING
Our Deco Business
How to use this guide
Simply use the icons to help you easily navigate the contents of this document. Refer to the following table of contents page.
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Our Trade business is critical to growth across all Deco businesses, and we want to grow Trade market share through developing the way we operate and leveraging best practice across Deco.This playbook has been designed to support you in your role, to grow profitably with your professional Trade customers and within your channel. The size of the market is always dictated by local conditions such as economic size and health which is often outside of our control. However, this playbook seeks to equip you with knowledge and resources to grow an engaged customer base, grow share of wallet, and grow profitability within our local market. Whether you are looking to better understand the trade business eco-system, how to focus your efforts in the right places, or simply looking for tried and tested winning go to market strategies from across Deco, our easy-to-follow plan has been developed to help you grow your trade business successfully.
IMPROVE PRODUCTIVITY
WIN MORE BUSINESS
GROW PROFITABILITY
RETAIN OUR CUSTOMERS
WIN MORE BUSINESS
GROW PROFITABILITY
RETAIN OUR CUSTOMERS
GROW PROFITABILITY
IMPROVE PRODUCTIVITY
GROW PROFITABILITY
Setting you up for success
Our shared commitments
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Shared commitments for how we engage and deliver together
Please use this link to find out more - Shared commitments - home
Getting to know your market and customer
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Getting to know the trade market
Our Trade professionals have been categorised into five audience personas. To effectively support our different customer groups, we recommend you adjust your approach with each customers to successfully service their unique needs, preference, and behaviours.
Our checklist opposite has been designed to equip you with a comprehensive understanding to help you make smarter decisions, reduce risk, and remain competitive in your dynamic market environment, to drive the right priorities and initiatives.
Distribution overview Distribution gaps by customer and location (white spots) Key accounts and customer health Opportunities for growth
Market data
Market intelligence reports Customer segmentation Primary research
Your business ambition Growth targets
Competitor overview
Key Strategic Focus areas Growth enablers
by brand, category, SKU Pricing Benchmarking Claims (Range review vs main competitor) Comms (Range review vs main competitor) Channel activation – in-store, customer engagement, services, incentives and loyalty
Speak to your team to find out where this information lives for your business.
Category Insight
5-10 year trend Sales: value and volume Margin
ASP(Average selling price) Mix of businessby brand Share of relevant market (Trade/ Category/product)
Knowing your product portfolio
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Knowing your product portfolio
Driving product usage from all decision makers through advocacy and trust
Knowing your product portfolio
Developing different products for various Trade customers is essential because each segment has unique needs, project requirements, and performance expectations such as application needs, time and efficiency demands and are required to be compliant with industry standards and regulations.
Speak to your product team for more information on your live product range.
Knowing your product portfolio
Shaping a brighter future with sustainable coating solutions
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®
Shaping a brighter future
“At Hempel, our purpose is to shape a brighter future with sustainable coating solutions. This is something we strive for every day. Our strategy to double in size by 2025 makes our commitment to sustainability even more important. Not only is it the right thing to do, our customers expect it. Today’s and tomorrow’s employees expect it. This is why we will not rest until sustainability is at the heart of how we do business.” Placing sustainability at the heart of our product portfolio and future innovation projects, demonstrates our commitment to our customers, supporting changing legislation and sustainability credentials targets in an ever-changing world of construction.
“At Hempel, our purpose is to shape a brighter future with sustainable coating solutions. This is something we strive for every day. Our strategy to double in size by 2025 makes our commitment to sustainability even more important. Not only is it the right thing to do, our customers expect it. Today’s and tomorrow’s employees expect it. This is why we will not rest until sustainability is at the heart of how we do business.”
Visit our sustainability sharepoint site and speak you your team or to find out more about your business unit sustainability targets.
link https://hempelgroup.sharepoint.com/sites/Sustainability41/
Industry recognition
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Industry recognition
Industry recognition:
Sustainability Winner 2024
Race to Net Zero Award Winner2023/24
®
Farrow & Ball
Farrow & Ball is a Certified B Corporation ™ , as of 2024.
This certification is especially meaningful for us as we proudly make all of our paint and paper ourselves from ethically sourced raw materials; we do not buy in and sell on. With this milestone, we take our place alongside a global community of like-minded companies using business as a force for good — prioritising people, planet and profit equally. We believe in the positive power of colour and light, not just for our homes but to brighten the future for us all.
B Corp Certification isn’t just a label. It’s a thorough assessment of our social and environmental performance, accountability and transparency. Being Certified means we meet their high standards. But it isn’t permission to rest on our laurels. It’s a promise to our colleagues, customers and partners that we’ll continue to grow responsibly, innovate sustainability and lead by example. It makes us want to do more: to further reduce our environmental footprint, further increase our support for local communities, and continue fostering a fair, inclusive workplace.
See the positive power of colour and light in real homes below.
Accreditations
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Accreditations
Routes to market
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Routes to market
Sector Expertise
As experienced coating solution providers, our experience has spanned a variety of commercial decorating projects, new build, maintenance and refurbishment projects over many years. These include:
Commercial and Offices Multi-Residential Hospitals and Healthcare Education Hotels and Hospitality Retail Leisure Export Retirement and care homes Urban regeneration Government buildings Corporate colour matching
Routes to market
Contractor and specification project networks
Contractor and specification networks and customer touch-points can be complex. Here is an example of how each touch-point involved interacts with each other during a project. When assessing projects, it’s important to identify your project network from the outset, and know who your key decision makers are within the project, to ensure
you focus your efforts in the right places and drive the most value from the project. Your will find several examples of different networks on the following pages.
Sometimes Developer & Builder are the same company
Winning one job can often be reliant on price lead to securing the next one. Important to engage work but often not the key decision maker.
Routes to market
Project life cycle
Routes to market
Example network– architect & designer
Example network – Locally driven specification
Architect assigned project
Architect collaborates with designer to create outline project spec
Relationship built and specification services (CPQ) offered to asset owner
Asset owner allocates funding & project
Asset owner issues specification assigns main contractor
Asset owner assigns contractor, confirmation to CPQ owner to secure business
Manufacturer issues spec which is approved by architect
Asset Owner issues specification to contractor for pricing, CPQ owner to follow up
Architect works with manufacturer to recommend product
Specification agreed around correct product for project
Routes to market
Example network – painting contractor (4+ painters)
Example network – painter & decorator (3 or less painters)
Asset owner issues specification
Asset owner allocates funding
Asset Owner allocates funding
Applicator assigned
Asset owner opens tender process
Contractor bids for tender & secures contract for project
Contractor allocates own store or merchant partner for supply
Applicator visits owned store or merchant partner
Owned store / merchant partner colleague recommends product
Applicator applies Decorative coating
Routes to market
Offering contractor specific pricing and how does it work?
Crown Indirect Supply (IDS) or Wattyl Independent trade sector pricing (ITC) is a process whereby Crown & Wattyl agree commercial terms directly with their contractor customers. This enables customers to benefit from preferred pricing, volume-based reward schemes (see retention programmes section), and convenient
stock fulfillment through a network of business unit owned or independent decorating merchants.
Speak with your team to find our live IDS customer list.
Routes to market
Our distribution network
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A good distribution network is critical to our business to ensure product is widely available, to support our customers projects. We have a great distribution network of owned and independent stores, as well as sometimes delivering direct to site so our customers don’t have to leave site.
Over 175 stores to choose from across the UK and Ireland 1000’s Independently Owned Wattyl Paint Centres
160 Company-owned Wattyl Paint Centres
30 Independently Owned Wattyl Paint Centres
*Refer map images
Customer classification
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Customer classification
Customer classification enables you to organize and select customers who are most valuable, know where to focus your time, and enable you to tailor your service to meet different needs. Carrying out this exercise within your business unit will enable you to identify and set strategic priorities for each customer set, to determine their financial impact. We have a target for a salesperson to spend 80% or more of their time in Growth or Nurture customers (i.e above the line) and no more than 20% of your time in Self serve & Sustain customers (i.e below the line)
The customer classification model seeks to estimate selling profit potential and share of wallet of existing and future customers, to categorize them easily within our 2-by-2 grid to map. We recommend you speak to a team member as this may have already been completed for existing or potential target customers. We do, however, recommend you review your customers regularly.
Link - Customer classification
Opening new accounts
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Opening new accounts
Opening new accounts
Opening an account with us is beneficial to the customer and us as a business in a multitude of ways.
Note Refer to page X to discover your toolkit to support you when opening new accounts’ page number referring to your toolkit from Sales excellence section page 31
It helps us track the customers brand trends via power BI.
The direct debit allows crown to process month end invoices with ease. It also gives the customer access to using their account (if its an IDS) via the crown CDC network or via one of our enabled merchant partners.
It gives the customer access to 30 day credit.
It allows you as a sales leader to discuss pricing terms with the customer, but then also adjust pricing dependent on the customer spend growth or decline
Your toolkit to drive sales excellence
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Accounts
Your toolkit to drive sales excellence
Overview Proper planning and the ability to implement a plan is what differentiates a “Good” rep from a “Great” rep. The planning process for your reps begins each year with building your Business Plan. The Business Plan defines where they want their business to be within a certain period of time and how they plan on getting there. The plan includes a forecast of potential and planned sales dollars, call frequencies, and a specific structured action plan to achieve those sales goals. As they prepare to make calls on each of these customers, what is their plan? Do they have a call objective, a planned
Objectives This section of the Playbook will provide you with information related to: • Establishing SMART goals • Pre-Call planning prior to each customer visit • Preparing a powerful opening statement for the call • Qualifying leads and improving time management Resources In addition to the Playbook your reps
opener and line of questions to learn more about the customer? After the call are they documenting the information they gained, thinking about next steps and ways to be more productive during future interactions? The reps that are able to successfully implement the above are more likely to reach their budgeted goals and more. Also, by reviewing and revising the plan during the course of the year, your reps can ensure that they focus their activities on what provides the greatest return.
can locate coaching information regarding Pre-Call Planning from the following resources: • Calendar • Your Supervisor • Other Reps
Your toolkit to drive sales excellence
A commercial team toolkit
Coverage and application calculators Point of sale In store consultation expertise Digital Asset Managment software Customer portals Technical data sheets Safety data sheets Sustainability information L&D portal Onsite support – contractor and specification
A commercial team toolkit is available to provide you with knowledge, resources, and materials to help you effectively sell our products and services to our customers. This toolkit offers practical, easy to access information, technical support, and value-driven resources when visiting customers, including:
Product catalogues and brochures Trend data Access to technical data sheets
Product guides Colour materials
Digital tools i.e paint visualizer Digital asset management tool updates Promotional plan information Sustainability resources Case studies and testimonials Product guides Colour matching tools
Your toolkit to drive sales excellence
Useful Support document links
Sales Excellence handbook:
The 5 Step Persuasive Selling model: Link: XX The guide to effectively working with CRM Link: XX ANZ: Workday Online Induction Courses Link: Workday Learning Resources
Best practice for using CRM in the field
Link: XX
The purpose of the handbook is to help you sell more paint.Provides tools and sales principles to ensure a consistent approach across all sales channels including:
Sales Excellence model Link: XX How we create and manage leads and opportunities Link: XX Account development plan template Link: XX
Sales process – Where to focus, what to sell, how to win
Required expectations of the weekly & monthly operating model, persuasive selling model
Your toolkit to drive sales excellence
Learning and development journey with Hempel
The Hempel learning academy is a tool for you and your team to support your continuous learning and development journey, and help you work smarter. Here are some other useful links to support you in your role you may find useful: Sales excellence handbook Crown - Distributor Team - Hempel Decorative Sales Handbook - All Documents
PSM: PSM Guides and Videos
L&D General: People Experience & Development
Provides tools and sales principles to ensure a consistent approach across all sales channels, this handbook cover how to improve productivity, the required expectations of the weekly & monthly operating model, the Persuasive selling model and best practice for using CRM in the field
Winning with customers
Trade growth strategy model
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Winning with customers
Trade growth strategy model
The G3 Trade strategy growth model will support you in developing successful strategies and executing successful tactical programmes, enabling you to you prioritise initiatives which offer the most financial benefit. The model is focuses on 3 core pillars which aims to support our Trade business ambition to continue to grow an active customer base, grow volume through focused and collaborative initiatives with the right customers, and retain a loyal customer base to optimize customer value. (see retention programme in section 3).
Speak with your RSM for access to your Marketing and Commercial plans for your business unit.
G1 model execution example – Supporting your territory plan to acquire or reactivate dormant customers Wattyl customer activation example
Winning with customers
G1 model execution example – Leveraging your postcode / territory through your local plan – Crown example
Leveraging our store network Applying the G3 model will assist you to set clear ambitions for your channel, outline strategies for growth, and execute initiatives to leverage your network to it’s full potential. Each salesperson has a personalised plan detailing how using the five pillars they will grow their portfolio, this is a combination of executing marketing initiatives and local initiatives e.g. focus products or agreed strategy with customers. The document is a live document and has red, amber, green success criteria that is measured on a quarterly basis.
Red Carpet Red Carpet is a tool designed to help build relationships with customers you may not currently sell to. This includes:
New customers Opportunity accounts Lapsed customers
Bring the customer into the store for a tour
Introduce them to your store, product portfolio, and services, to get them familiar with the store and store team members
Sign them up for an account and confirm the contact details of our customers.
The customer is rewarded with a $50 voucher on their next purchase of $100 or more. Voucher to be kept in store with the details of the customer filled in. All stores to conduct 2 Red Carpet per month. Activity to be logged into 365 including ‘what’s next and when’.
Each action is detailed by customer and is monetised.
Your line Manager can take you through where to find the template & how to complete your territory plan.
G2 model execution example – Supporting your territory plan via targeted tactical quarterly shopper marketing programmesCrown annual promotional plan example
G1 model execution example – Supporting your territory plan to acquire or reactivate dormant customers Crown Paints In store lapsed account example
Winning with customers
Crown shopper marketing programme example Quarterly shopper marketing programmes aim to drive spend with existing trade accounts who have either lapsed recently or have not spent with us for some time and are currently dormant. Activation programmes such as these are designed to drive short term activation volume but also seek to build longer- term customer relationships and brand equity between merchants and customers.
Understanding trade account health and defining lifetime customer value are critical metrics which provide insight when looking to generate the long-term profitability of customer relationships. Whilst account sign up is important to switch customers into our brands, retaining those customers to ensure they continue to spend more and more frequently will support driving longer-term growth.
Here is an example of a lapsed account initiative,
The objective was to reactivate inactive customers and support revenue targets.
Campaign targeted lapsed customers (not spent in last 3 months) to run until year end
Note: Programmes such as these can be executed via owned stores and through independent distribution
Customers were rewarded for every £50 spent on Crown Trade hero range – every purchase is £10 towards reward , 5 purchases they will receive a lifestyle voucher to spend as they wish.
Weekly emails to customers to track spend to target were issued and tracked internally.
G2 model execution example – Supporting your territory plan through product trial Wattyl trialing initiative example
Winning with customers
G3 model execution example – Incentivised volume reward programmes for contractors
When looking to drive consideration for your brand and product, here are two examples of tried and tested initiatives to successfully drive customer behaviour to trial. Test Drive is a product trial tool designed to assist you in promoting new/ or products to existing customers who don’t currently use products to your professional painter and decorating customers in store. This is an effective way to allow them to experience the benefits of the product themselves, and more likely to buy for upcoming projects.
Volume Reward Programmes Incentivised volume reward programmes for contractors offer a number of benefits such as: Boost sales and market share Strengthen relationships with contractors Upsell opportunities Recover declining sales with specific accounts This example sought to target a number of deficit customers who were in decline vs the previous year.
Example offer:
The incentive ran for 3 months
50% off RRP on your first purchase
A list of customers were identified, and volume targets were set to achieve during the campaign period.
Max 30LT (3X10L or 2X15L)
Test drive on I.D Advanced, Solagard, Ultra Premium ranges.
A leisure gift card rewarded those who hit their target.
Each TM must complete 3 test drives per month and log them into 365
Marketing investment proposed - 10% of revenue target set for each customer.
Establishing best practice in specification
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Establishing best practice in specification
Why are specs important?
What are specifications? Details of the requirements for materials, methods in the construction project, and more.
Who handles specs? They are typically prepared by architects or designers, with input from project engineers or specialized writers.
The more clear your project description the better especially when determining cost.
How to find and assess new specification projects
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Finding new projects
There are many sources and opportunities to generate leads and ultimately specifications.
There are several sources to assist you to build a pipeline of new projects and specifications. Please find a list of sources below: Construction project lead websites Client Driven Contractor Driven Legislation committees EPD Environmental Product Declarations Product Driven – e.g. Flame Retardant Regulation Driven – e.g. Intumescent Steel Speak with your team about lead generation opportunity creation within your local business unit
Finding new projects
Finding new projects
Identifying stakeholder touch-points
Navigating the various stakeholders in a project to identify the key decision maker can be challenging due to many potential customer touch-points. It is important from the outset to determine who to speak with, which can often depend on the stage of the project and the type of information they seek to determine which supplier they use. Often you will work in collaboration with multiple customer touch-points, as well as internal cross-functional teams, to ensure you remain specified until the paint is applied and the project is complete.
See ‘Routes to market section for more information so you focus your efforts in the right places and drive the most value from the project. Your will find several examples of different networks on the following pages.
Sometimes Developer & Builder are the same company
Winning one job can often be reliant on price lead to securing the next one. Important to engage work but often not the key decision maker.
Finding new projects
Network collaboration - lead to order
Generating leads with architects and designers
Managing a specification lead through to paint being applied, and the project being completed, requires coordination, and communication.
Here is an example as to how you can ensure your project remains specified and that another competitor does not successfully change the paint to their
brand, this is also known as ‘flipping the spec’ during the lifetime of the project.
Example 1 – Crown process
See KPI dashboard to explain how we track leads
Speak to your team to understand the process
Professional tools to help you win specifications
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Professional tools Increasing specification through investment in targeted A&D programmes
Building partnerships with architects and designers can foster a strong, credible and loyal community to help win future specifications. Dedicated programmes can support you to enable growth through referrals, content creation such as case studies, and brand promotion to support the wider commercial team as part of the lead to order process.
Bespoke colour services Project specific solutions guides with case studies Market leading sample service Stand out website for professionals Tools and service development (brand of choice) Learning and Development support programmes Regional industry event presence Technical and safety data sheets
Available tools for professionals: Stand out showrooms Dedicated sales team
Professional tools
Industry leading colour services
Our guide to colour
Bespoke colour scheming
Wattyl Paint virtual showroom
Specialised professional literature for both interior and exterior spaces and colour schemes can prove beneficial. Dedicated literature can help educate you to confidently on how colour changes the environment and offers colour guidance for specialised areas from healthcare to education, leisure to corporate spaces.
Offering colour expertise and supplying colour collateral can help with your project. Bespoke colour schemes could also be considered as a value- added service for your customers.
High-quality BIM content: Wattyl Revit materials have been created to a consistent, high standard with the objective of finding a balance between complexity of use, functionality, documentation output, file size and performance in a Revit project environment
Digital colour tools
Ready made digital colour swatches for creative design programmes. Inspirational content with pre-made colour schemes for all sectors. Colour visualiser tool with automatic masking
Professional tools
Colour tools for professionals
Colour choosing tools We want to give you all the support and tools you need to help your customers make brilliant colour decisions. Ensuring each and every professional has the best colour materials to select available colours to create beautiful designs, with confidence. We also have colour matching tools, to match any colour your client has in mind. Offers a first port of call for Architects and Designers Helps the Homeowner shop colour easily
Speak to your team to find out what colour tools are available in your business unit.
Provides a tool for Painters and Decorators to engage clients
Real paint sample service Real paint samples are also an option to offer to professionals. Example: Crown offer sustainable stock and fully recyclable of all fan deck colours available via the website and delivered within 48 hours visit www.crownpaintsprofessional.com
Professional tools
Professional learning and development programmes (CPD)
What is a CPD?
Examples of CPD opportunities to consider for your business unit: Online Continuous Professional Development (CPD) via webinars or E-learning modules for ease of accessibility Hands-on experience via practice visits, factory tours, onsite visits Workshops & seminars to grown networks and knowledge sharing
Topics can include:
Continuous Professional Development (CPD) for architects and designers is a structured way for professionals to maintain, enhance, and expand their knowledge, skills, and competence throughout their careers. CPD can often be mandatory to meet regulatory or professional body requirements such and ensures professionals stay up to date with the latest industry trends, technologies, and standards.
Making colour expertise more accessible Dementia Neurodiversity Light and Lighting Understanding Fire Risks
Associated with Interior Coatings
Speak to your team for CPD programme availability in your business unit
Professional tools
Standout showrooms partnerships
Why create and destination A&D showroom? Dedicated showrooms, or brand installations in partner showrooms provide an opportunity to increase awareness and consideration of your brands within destination hubs for interior designers, architects, specifiers, and property professionals exploring a wealth of materials, products, and finished projects both online, and offline.
They are often a great venue to host CPD sessions, networking events, and seminars, to bring professionals of the A&D community together to drive advocacy for you and your business. A example of this is the Material Source showrooms in Manchester & Glasgow (U.K) where Crown Paints is a key partner.
Managing the project pipeline
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Managing the product pipeline
Assessing the commercial viability of a new lead
A Specification document can be created for a customer within CRM (Hempel use Dynamics 365) Specification document contains the followings key areas – Areas to be painted, specified products, application techniques, expected performance.
The specification is logged in the system as a opportunity and has a value attributed to the project. This project value is captured with the pipeline and the pipeline value is tracked through the CRM Dashboard. There are five stages when tracking an opportunity – Awareness, Qualification, proposal, secured & Finish. Speak to your line manager to gain more understanding of how to use Dynamics 365 & how this process works in your local area.
The sustainability credentials are set out.
After the specification is created it is to be captured in CRM to allow tracking and reminders to be created
Global case studies
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Global case studies
Project: New Belfast Transport Hub
Interesting fact: It is estimated that 20 Million passenger journeys per year will benefit from the collaboration of finishes left by CB Contracts ( NI ) and Crown Paints.
Products: Crown Paints Clean Extreme Stain Resistant Scrubbable Matt
Professional tools
Project: Grade II Listed India Buildings, Liverpool Products: Crown Trade Clean Extreme Scrubbable Matt Crown Paints Acrylic Eggshell Crown Paints Vinyl Matt Emulsion
Interesting fact: Crown Paints used its ColourKey to match the exact shade on the ceiling in order to refurbish it. 1,795 tins were recycled throughout the project through our Can Back scheme.
Professional tools
Project: New Childrens Hospital Dublin
Interesting fact: Most expensive Childrens Hospital built in world Due for opening 2026 Building Contractor BAM Painting Contractor Rathmore Coatings
Products: CT Clean Extreme Stain Resistant Scrubbable Matt, Clean Extreme Anti Bacterial Matt,
CT Drywall Primer €600 K of product supplied to project
Professional tools
Project: Anadara And Alexandria Apartments Barangaroo, Sydney Products: Walls: Wattyl I.D Advanced Ceilings, Doors & Trims: Wattyl Ultra
Interesting fact: The projects specified materials which delivered the highest durability and serviceability. Crucial inthe selection were Wattyl’s Green Star compliant products, which contributed to the building’s high environmental standards. More than just a paint supplier, Wattyl provided continuous technical support, specification services and quality control from project conception to completion.
Professional tools
Project: Blacktown Hospital Redevelopment Stage 1Blacktown, Sydney Products: External Walls: Solagard® Low Sheen External Texture: Wattyl GranoImpact Internal Walls: Wattyl I.D Internal Ceilings: Wattyl I.D Trims: Wattyl Aqua Trim
Interesting fact: The Blacktown Hospital
Redevelopment Stage 1 project included a 5-storey new inpatient building,185 in-patient beds, additional outpatient clinics, a new in-centre renal dialysis unit and cancer care centre, medical imaging, pharmacy and retail spaces. and quality control from project conception to completion.
Retention programmes
Customer retention programmes
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customer retention programmes
Customer retention model
Customer retention programmes are vital for our business, because retaining customers is always more cost effective than acquiring new ones. These programmes aim to strengthen loyalty, improve customer satisfaction, and encourage our customers to stay with us, by driving increased customer lifetime value, which ultimately drives long-term growth.
Customer care and support
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Customer care and support
Customer care and support
The role of our customer care teams are to offer multiple support channels (phone, email, text, in person) to ensure we meet the needs of our customers, and they can communicate with us in their preferred way. Great customer service ensures we maintain customer satisfaction, loyalty, and helps manage our reputation. Our dedicated teams work tirelessly to deliver excellent customer service standards seeking to mitigate:
Customer churn Negative reviews and complaints Addressing customer queries The cost of customer acquisition Resolution time for issues Stress on support teams and functions
Revenue loss Brand damage
Customer feedback
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Customer feedback
Bi-annual Hempel customer engagement survey
The Hempel Customer Engagement Survey is conducted every 2 years across the business. The objective of the survey is to monitor customer loyalty and capture customer feedback across the entire customer journey.
Please speak with a member of your team for survey results, and current action plan to improve our customers experiences.
The survey itself is carried out as an e-mail distributed online questionnaire
Partnership programmes
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Partnership programmes
The role of partnership programmes
Annual contractor pogrammes are a strategic way to foster loyalty, drive sales, and build long-term partnerships with contractors you have identified as the most valuable to your channel. Such programmes incentivise contractors for their continued support and create a win win situation for both contractor and your business unit.
Increased sales and volume Customer loyalty Promotes brand advocacy Drives adoption of premium products Provides valuable market insight Enhances competitive advantage Encourages on-time payments and order regularity Improves contractor satisfaction and engagement Supports long-term planning
Implementing programmes such as these can deliver the following benefits:
Partnership programmes
Example partnership programme - Crown Paints UK
Best practice considerations: Transparency to clearly communicate the criteria and programme rules Tiered rewards to motivate customers but remain inclusive to scale of contractor Frequent engagement to provide updates on spend to target Seamless experience to make it easy for contractors to track progress Evaluate and adjust via mid year reviews, to maintain relevancy
Annual partnership programme seeking to nurture and grow existing customers.
The reward has been modeled on 10% return of the growth achieved during a 12-month period, and reward trips were based on 2 people attending from each contractor. Volume must be achieved during the months of January to October, and monthly communication delivered to the customer to track their spend to target.
This example of a multi tiered bronze, silver, gold programme seeks to drive incremental volume through a number of targeted accounts.
Tiers: Bronze
£25k growth £50k growth £100k growth
Silver Gold
Partnership programmes
Example partnership programme – Hempel Middle East
Managing waste
Recycling schemes example 1 – Crown Paints
Can Back In 2013, we introduced Can Back, our paint can recycling scheme to manage our waste as responsibly as possible. Although performing well, in early 2021 we decided to take the plunge and extend the scheme, to now allow customers to bring back ANY paint can from ANY paint manufacturer, to be recycled by us, completely free of charge at one of our stores. Across 2020 alone we saw more than 200 tonnes of plastic recycled thanks to the scheme – this year though, we KNOW we can do more.
The process for all the paint packaging can be broken down into 3 simple steps for recycling: Scrape out paint remnants Leave to ensure completely dry Bale to go to recyclers From there the metal and plastic makes its way to one of our third-party suppliers, where the materials and recycled into new products for onward use.
The premise of the Can Back scheme is simple. Once paint cans have done their job and are empty, decorators and contractors can bring these back to a CDC and make use of our no questions asked recycling service. The only catch, cans must be clean and dry, with no more than 1cm of dried paint left. How the scheme works Once collected in store, cans are brought back to one of our manufacturing sites – on lorries which have delivered stock to store, thus meaning no additional transpiration is required – where the reprocessing work begins.
Managing waste
Recycling schemes example 2 – Wattyl
Paint Back Ingeniously building a better future with Australia’s unwanted paint and packaging. Paintback®, established in 2016, is an industry-led initiative designed to divert unwanted paint and packaging from ending up in landfill and vital waterways. Since launching the initiative, we have collected and treated over 56 million kg of unwanted paint and packaging.
Paintback is driven by the Australian paint industry and the major companies that supply around 90% of all the architectural and decorative (A&D) paint sold in Australia. Paintback’s founding members includes Wattyl & other major market manufacturers. As an independent not-for-profit organisation, Paintback is funded through a 15 cent plus GST per litre levy on eligible products, between 1 litre and 20 litres inclusive.
Along with disposing of unwanted paint, Paintback is committed to researching new ways to repurpose unwanted paint materials and help develop a circular economy.
Free drop off at over 165 locations across Australia.
Community partnerships
Blue Tree Project
Blue Tree Project, a charity dedicated to changing the way we talk about mental health, has partnered with one of Australia’s leading paint brands, Wattyl, to extend the charity’s footprint and broadcast its message of hope and change in the discussion around mental health. Wattyl has changed the name of its Billie Jean paint colour to Blue Tree, in recognition of the outstanding level of support the Blue Tree Project has contributed
Wattyl will support the movement with annual donations of up to $25,000 in paint, plus community engagement events such as ‘paint days’ and mural projects.
Community partnerships
Community projects
CSR activity - beautifying Mekkah City
CSR activity with Municipality of the Holy Capital - Makkah Al Mukaromah June 2024 (before Hajj – in Mina and Arafat area ) Painting and treating the sidewalks of the hajj area in the holy sites – this event under name ( Purify my Home) H empel participated with the Municipality of the Holy Capital with the required paints (40 drum 56880 (10000 & 19990) + brushes and paint rollers. The holy capital municipality announced this event on social media and Saudi TV, with the participation of Hempel. and KADANA.
Beautifying the city of Makkah with young local artists.
Paints supplied as well as volunteers from Hempel participated in this activity.
Social media, and PR coverage for this initiative.
Measuring success
IMPROVE PRODUCTIVITY
GROW PROFITABILITY
Measuring Success
The leaky bucket analogy
KPI dashboard – six key areas
In our trade sectors we continuously gains new customers as we switch from other brands but whilst this is happening we are also losing customers or existing projects to competitors, in trade when selling to end users we have 1000’s of customers and this means we have a constant churn of new & lapsed customer. An easy way to illustrate this is the leaky bucket analogy, the theory is that the water going into the bucket represents new customers acquired and the water flowing out of the bucket represents customers lapsed. The amount of water in the bucket represents the total customer baseline. In Deco due to the high quantity of smaller customers we need to be mindful and measure the value of
As we mentioned at the beginning of this playbook, our Trade business is critical to growth across all Deco businesses, and we want to grow trade market share through developing the way we operate and leveraging best practice across Deco. This playbook has been designed to support you in your role, to grow profitably with your professional Trade customers and within your channel. Over the next few pages, you will find a useful checklist to consider when creating your local business unit KPI dashboard to measure Trade business performance. These checklist items involve the most critical metrics to running a successful trade business.
lapsed customers whilst ensuring we are continually prospecting for new customers to cover the lapsed and additional to ensure we are growing each year. Targeting and measuring lapsed & new accounts are key to controlling the customer base levels
IMPROVE PRODUCTIVITY
WIN MORE BUSINESS
GROW PROFITABILITY
RETAIN OUR CUSTOMERS
RETAIN OUR CUSTOMERS
GROW PROFITABILITY
IMPROVE PRODUCTIVITY
WIN MORE BUSINESS
Measuring Success
Six areas of focus – mandatory KPI’s
Six areas of focus – tracking measures
During this guide we have identified key areas that will disproportionally influence the performance of our Trade business these are the KPI’s that measure these areas and should be considered mandatory for all areas of Deco
During this guide we have identified many areas that can drive improvement, these areas should be focused on when required to improve Productivity, to win more business, Grow Profitability and Retain customers
RETAIN OUR CUSTOMERS
RETAIN OUR CUSTOMERS
GROW PROFITABILITY
GROW PROFITABILITY
IMPROVE PRODUCTIVITY
WIN MORE BUSINESS
IMPROVE PRODUCTIVITY
WIN MORE BUSINESS
Measuring Success
Scorecard examples – best practice
In Hempel we use an easy reference scorecard to allow our sales teams to measure performance, these scorecards often include a weighted overall performance score, please talk to your line manager for how to find and use your local scorecard. Some measures are outputs, some are inputs, and some are behavioural – all are linked to sections within this playbook. Your sales team specific scorecard will show your KPI’s by each of the category details on the previous slide and will clearly show your performance v target to allow you to identify areas to improve.
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