Brushes, rollers and applicators present a significant opportunity for retailers to not only sell more product, but also educate and inform customers, hopefully earning repeat business in the process.

Tanner Paint Company, a fourth-generation, family-owned paint store with two locations in Tampa, Florida, is a one-stop shop for professional painters and DIYers. The store has been successfully selling a wide range of paints, stains, wallpaper, pressure washers, design tools and applicators since the store’s inception in 1933.

The Choices Are Many

Customers are greeted by aisles of applicators, from brushes of all sizes to mini and full-sized rollers, when they walk in the doors of Tanner Paint.

“At both of our stores, if someone walks in, they’re going to say, ‘Man, these people love applicators,’ because we sell so many different brands and lines,” says Walker Tanner, owner of Tanner Paint Company.

As a proud independent retailer, Tanner Paint strives to provide a quality selection of products for customers completing all types of projects. To keep inventory updated, Walker stays in regular contact with vendors and partners to ensure the best products are on the shelves.

“We are always striving to provide the best products for every type of project and paint,” Walker says. “This involves constantly working closely with our vendors to stay informed about new developments and product releases.”

Walker keeps it simple when it comes to displaying his applicator selection, organizing products in dedicated aisles and separating shelves by brand.

To support the independent industry, he strategically places independent brands at eye level so customers see those products first.

“I like showcasing all of our independently-owned and mainly U.S. applicator brands more front and center than other applicators,” Walker says. “I ideally would like my painter to support somebody who’s actually going to try to help our business rather than someone who’s going to take business away.”

Curating Inventory for Customer Confidence

Learning customer motivations and equipping employees with the knowledge needed to guide customers to their best product option has contributed to Tanner Paint’s success over the years. Walker decides which brands or lines of applicators to stock based on overall performance, but he also takes into account his customer’s specific preferences when choosing which inventory to add or keep.

“So many different contractors or painters have a connection to their brush—it’s part of that painter. They feel confident and comfortable with that brush,” Walker says. “I’ve tried to, over the years, kill some lines that were not performing as well or had too much product, but then painters would come in and say, ‘What happened to my brush?’”

In the same vein, Walker keeps things familiar for customers so they know where to find the products they are searching for.

“Our applicator displays do change some, but mainly, I think a person could come back 20 years from now and know where different things were,” Walker says. “I just keep adding to the current applicator aisles we have.”

Educate Online

As e-commerce and online shopping continue to become a more popular and preferred option for many shoppers, adding educational information to your store’s website is a prime opportunity to boost online traffic and sales and bring additional customers to your store.

Tanner Paint’s website features a robust variety of information for visitors, including blog posts sharing design information, a news page and separate tips pages for both DIYers and pros. The site also has a detailed “How to Choose A Paint Brush” page outlining the ideal bristle blend, handle size or roller cover material best suited for specific types of paint and projects.

“We added that page because using the right tools is essential; the correct brush or roller can make a project look beautiful, while the wrong applicator can lead to poor results,” Walker says. “We want to ensure our customers have the guidance needed for a professional finish.”

Training for Trust and Expertise

At Tanner Paint, employees are keyed in to the specific pain points of each customer base. Walker says professional painters tend to be more concerned about the quality of an applicator, while DIY customers typically ask for recommendations and the most economical option.

“Most people are very open to suggestions and recommendations, especially homeowners,” Walker says. “They want to know what products will accomplish the job most effectively and they want to get the best finish possible.”

To ensure each employee has the expertise and confidence needed to answer the range of customer questions asked day to day at the store, Walker trains employees one-on-one and walks them through the ins and outs of each line of applicators.

He also often brings in representatives from applicator companies to provide employee training, which he says has helped his team tremendously.

“When providing training, I’ll give a little rundown of what painters and contractors have said about each applicator,” Walker says. “We’ve been fortunate to have great employees who have been here for a long time. They help educate our newer employees.”