In-store services provide a unique opportunity to position your operation as more than just an independent paint store. Whether it’s adding a cafe in your front entrance, providing personalized design services or implementing a robust rental department, in-store services help create a repeat customer base and put your store on the map in one or multiple service categories.

At Brinton’s Paint, located in Jacksonville, Florida, in-store services are one of the heartbeats of the business. The second-generation, family-owned operation offers in-house repair services for larger pieces of equipment like airless sprayers, pressure washers and HVLP equipment. Brinton’s Paint is also known for its robust rental department, offering paint and cleaning equipment rentals to both contractors and DIY customers.

Built on Trust

The store’s most popular rentals are pressure cleaning equipment, followed by airless paint sprayers, driveway surface cleaners and HVLP equipment. Accounting for around 4% of the store’s total revenue each year, Brinton’s rental department is built on a mindset of trust and integrity.

For Brinton’s Paint owner Bob Brinton, the store’s equipment must be rented out to customers who will take care of the pieces and respect the store’s rental guidelines.

“I’m really careful about who I rent our items to, especially when I put a new piece of equipment off the floor in the rental department,” Brinton says. “I prefer to rent to customers I know and people who I know are going to respect them and take good care of the items.”

Customers are required to provide a Florida driver’s license and a credit card to rent out a piece of equipment, information that is kept on file at the store. The Brinton’s team guides each customer through how to use the equipment they are renting, ensuring they understand how to use the piece, the safety measures to take and how to transport the equipment to prevent damage.

“We emphasize that they not only take good care of the equipment, like securing it when they’re transporting it and wiping it off when they get it, but also that they bring it back on time,” Brinton says. “We want to ensure they don’t get an extra charge for being late or cost us because they damaged the equipment.”

The typical rental period for all equipment is one day but extensions are granted on a case-by-case basis. For example, if a contractor is completing a larger project, Brinton will work with the customer to create a rental timeline that works for them.

“I’ve had contractors say they’re going to be pressure cleaning a shopping center that will take a week to do,” Brinton says. “I’ll typically give them a little better rate on it if they are renting equipment for a week and mark it off for the rental book that it’s taken for that week.”

The Coffee’s On Us

If you have the space and resources, adding unique features in your store, like a coffee corner with refreshments, can turn a typical shopping trip into a memorable experience. At Millwick Paint & Wallpaper in Toronto, the store’s Customer Lounge includes an on-site espresso bar offering complimentary coffee, tea and hot chocolate as well as biscotti and pastries for customers.

The lounge is staffed by the Millwick team and is open six days a week during store hours.

“It’s about starting the day right,” says Millwick Paint & Wallpaper owner Vince Fera. “Contractors grab a coffee in the morning and homeowners relax while browsing wallpaper. It’s a small gesture that makes a big difference.”

Similarly, at Hadlock’s House of Paint, which has three locations in Rochester, New York, customers are treated to a complimentary cup of coffee while they shop, says paint specialist and social media coordinator Todd Gonzalez.

The operation services a good mix of contractors and DIYers, and the stores have design centers where customers can meet with designers for in-store design consulting. The coffee bar provides an extra level of service, and encourages customers to take their time shopping and utilize all of the services and products the operation offers.

In-store services like rentals and repairs offer opportunities to win repeat customers and earn additional sales. At Brinton’s, customers often visit the store multiple times to go through the process of renting or bringing in their equipment for repairs.

The store also offers the option for customers to purchase rental equipment if interested. Employees go through similar protocols of educating customers about equipment before selling them a piece to ensure safety.

“Before we sell a piece of our rental equipment to a customer, we like to make sure they understand the proper use of the equipment,” Brinton says. ”We review the safety factors, care and the different auxiliary products they may need to buy to keep it in good shape.”

Reliable Repairs

The rental and repair departments work hand in hand at Brinton’s. With an in-house mechanic dedicated to repairing equipment, rental products rarely need to be replaced and can often be fixed at the store and put back on the floor for customers to rent.

“When a pump needs to be repaired, we can take the piece of rental equipment offline until we get the pump fixed, and then put it right back in rental again once it’s fixed,” Brinton says. “Rarely do we have a piece of equipment that gets so worn out that we can’t rent it or sell it.”

Brinton’s repair department is another significant profit driver, accounting for around 10% of revenue per year. The store wins sales in this department mainly through word of mouth, with both professional and DIY customers using this service. The store’s website also includes detailed information about both the rental and repair departments, outlining types of equipment offered, prices, timelines and contact information.

“Our repair service is a service that our professional painters and do-it-yourselfers really appreciate that we have,” Brinton says. “They can accomplish their tasks much more easily and quickly using good equipment and they get better overall results. We’re helping them a lot in that area. They don’t mind spending the money to make things easier, quicker and better.”