Earlier in this issue, we met this year’s first Top Guns Awards honoree, Ash Ebbo, who shared how important it is to empower the next generation in the independent home improvement channel to become its next leaders.

Engaging with the next generation at the store level is crucial for the success and future growth of an operation, but it is also important to connect with your next generation customers, as they will eventually become your largest group of consumers.

“Understanding the next generation is almost a science, and as leaders we need to educate ourselves in what that means and what is important to the next generation,” says Rodney Bullion, northwest regional manager for Lumbermens Merchandising Corporation.

Many retailers in the independent home improvement channel are already embracing next gen engagement with employees and customers, sharing their best practices and why it’s important to their operation.

In Their Hands

After a session of in-store training from a paint vendor, Tristen Mendez, store manager at the Parmer location of Clement’s Paint, came away with an idea to connect with younger customers and provide a higher level of service—add QR codes to different products in the store.

During the training, the sales rep emphasized the need to address different shopping values across generations, which Mendez says resonated with him.

“They talked about how younger generations are more into technology,” Mendez says. “While they sometimes want to talk to a live person, more often than not, they prefer to find information on their own.”

Clement’s Paint has nine locations in Austin, Texas. Mendez says tech-focused companies like Tesla and Apple also have locations in that area, which has seen an influx of younger residents in the last few years.

“We’re seeing a lot of younger people buying homes here and wanting to redo those homes,” Mendez says. “But they don’t want to be bombarded with a bunch of questions or salespeople when they come into the store.”

Mendez says adding the QR codes to different products was an easy way to bridge the gap with these younger customers. When choosing what products to attach the QR codes to, Mendez opts for DIY-focused products because those customers typically need more product information to make a decision than professional customers.

After he chooses a product to pair with a QR code, he visits that product’s website in Google Chrome, chooses “create a QR code” in Chrome’s settings and then prints out the created QR code, which will link to the product information when scanned.

Employees also utilize the QR codes to educate themselves on a product or provide real-time information when working with a customer, elevating the high level of customer service Clement’s Paint already offers.

“When we’re explaining products, it’s easy for us to grab our phones, scan the QR codes and pull up the data sheets in front of the customer,” Mendez says. “As much as they’ve been helpful for customers, they’ve been just as useful to us.”

Equipping the Future

A man of faith, giving back and integrity, Bobby Jenkins’ professional life mirrors his personal one. As the owner of Wilson Paint & Wallpaper in Wilson, North Carolina, Jenkins lives out his values with his employees,
customers and community.

Jenkins’ commitment to the store’s legacy and the community shines in the apprenticeship program he started in 2022. The idea sprung from his own experiences growing up and wanting to support others in the way he had been championed.

“I was abandoned by my mom and dad, but my community stepped up for me,” Jenkins says. “They didn’t legally adopt me, but they adopted me emotionally and spiritually and helped me grow up into the man I am today.”

Even before he started the apprenticeship program, Jenkins’ heart for supporting youth ran deep. One of his other careers was as a bail bondsman and during that time, he would go to schools to speak to the children about their futures. Jenkins also started a program for at-risk students who are gifted in academics where he purchases pieces of property and allows those students to work on the property as long as they maintain a certain grade point average.

“We put the money they earn in the bank for them,” he says. “We coach them to help them figure out which path they really want, whether that’s college or the military or whatever. I get letters back all the time from different places and different kids, and they’re grown men and women now.”

Jenkins believes that everybody has been blessed with talents and gifts, they just need somebody to help them explore, channel and figure those gifts out.

“My passion is for mankind and helping people find where their talents and gifts are,” Jenkins says. “Whether it be in paint, real estate, media or marketing, whatever it is, I feel a responsibility for helping the next generation. Growing up, my people always told me the world should be a better place once you leave it than it was before you got here.”

Jenkins connects with local schools, including Barton College and Wilson Community College, to find students interested in the apprenticeship program.

Apprentices spend a lot of time with Jenkins, but also work with all of the store’s employees, who provide feedback to Jenkins on how they are doing and progressing in their role.

Several of the apprentices have stayed with the store, which Jenkins appreciates, but even more so, he wants them to go out and be where they are meant to be.

Leaving a lasting impression on somebody they can take with them wherever they go is Jenkins’ main goal with the apprenticeship program.

“That’s how I live my life with these students. I take them as my own, and I want to share my experiences and knowledge with them so they can be successful,” Jenkins says. “We have a saying: We want to make that mark that cannot be erased.”

Getting Social With Gen-Zers

Since Huong Luu took over full ownership at Luu Color Center, located in Rockville, Maryland, in 2024, she has focused on positioning the company as a premium, luxury paint retailer, and all digital marketing strategies align with the brand Luu has built while still reaching her next generations of customers.

“Our digital presence, especially via social media, must accurately reflect who we are, what we stand for and the level of care and discernment clients can expect when working with us,” Luu says.

Along with promoting the brand, social media is an important channel for connecting with Luu Color Center clients and potential clients because it acts as a digital window display for the boutique, Luu says. Social media allows clients to explore what Luu Color Center offers at their own pace and often before they ever step foot inside. Luu uses the professionally produced reels and content from partners like Benjamin Moore and Little Greene Paint & Wallpaper to stay aligned with trusted partners while showcasing high-quality inspiration posts.

“Just as importantly, social media gives us a platform to share our heritage, values and point of view. We’re not interested in capturing every client at the expense of our values; we want to connect with clients who are the right fit for us, and vice versa,” Luu says. “For paint retailers especially, strong visual content and practical tips help build confidence, trust and clarity long before a purchase decision is made.”

ALLPRO Eyes What’s Next

Engaging with the next generation doesn’t stop with retailers. ALLPRO has made a concerted effort to connect with the next generation of paint and decorating retailers through its Next-Gen Group.

While the group was formed before executive vice president Michael Beaudoin took the helm at ALLPRO, he understands the importance of the group to the company. He also believes that the retailers in this group are the future of the industry and helping them find their place in the channel will be crucial to the channel’s future success.

“I saw an opportunity to give them their own ALLPRO experience,” Beaudoin says. “I’ve been in this industry for 30 years, so when I go to an ALLPRO show, I know a lot of people, and it’s easy for me. But if my son, Ian, who works at ALLPRO now, would go to that same show, he wouldn’t know a soul. When you start to build those relationships at the bottom level, it becomes their show and it’s a better experience for everyone.”

The independent channel’s model of independent owners with an entrepreneurial spirit is core to progress and prosperity in the industry, but the channel’s weakest point is when those owners age out and need to sell, Beaudoin says.

“The only way an owner is going to want their son or daughter to take over the business is if they think there’s a bright future,” he says. “Our Next Gen group promises a bright future. They inject youth into our group and help us all to think more long term strategically because they are in for the long haul.”

During the most recent Spring Show, ALLPRO’s Next Gen group hosted a fun event for young retailers, pitting groups against each other for friendly
paint-themed Olympic-type games and activities.

“What we’ve done to support women leaders and our next gen is being talked about in other channels, and it’s what I hear when I travel,” Beaudoin says. “I am very proud that this group is shaping that inclusion.”

Exchanging Ideas

NHPA prepares to Launch Next Gen Roundtable

This roundtable will bring together emerging leaders from across independent retail to share perspectives, challenge assumptions and explore how we can evolve as an industry to meet the demands of the future. This will be a space where the next generation of retailers can step back from day-to-day operations and think critically about where our industry is headed and how they want to help shape the future of the channel.