Benjamin Moore Paint Grabs Market Share In Unlikely Places
By Bob Phibbs
Others may cover the world but who thought to cover the mall?
I had a couple of hours before I was to speak at the Providence, RI Convention Center one night when the client informed me there was a mall on the other side of the Westin. That's all I needed.
As I strolled the Providence Place Mall, I noted the abundance of very high-end prosperous retailers on three levels. I was just about done when I spotted what I thought was a cosmetics counter.
I did a double take when I saw the Benjamin Moore logo. It was a kiosk in a high traffic part of the mall featuring small samples of Benjamin Moore paints along with design ideas.
What I particularly like about the design was how open it was and inviting.
A quick Google search found this description from Benjamin Moore about it, "The Color Station is a customer friendly and interactive mall kiosk offering this Premium Brand and its quality products in a whole new way.
Prospective candidates should demonstrate a passion and understanding of color, believe in the Benjamin Moore brand and be able to motivate our customers to choose colors and provide the confidence to complete a project. They also need to be ambassadors of the brand - advocating the retailer channel and driving their customers into our retail stores."
This kiosk is an example of what the best brands are doing, looking for market share in unexpected places.
Others will tell you paint is now only about "value," "discounts," and "frugality."
If that's the case, then out the window are the words, "long lasting," "easy to use," and "quality." You can't have both; we all know that. That's why I've only used Benjamin Moore for many years.
But many hardware and paint stores are not there to help you really pick out a color, but to mix one you've already decided on. I know, I must have 18 versions of white I had to try before finding the right one for my house. That's why these kiosks are so revolutionary to provide the education of their brand to entice people to think of repainting their rooms.
As a premium brand, Benjamin Moore has set a new direction for grabbing market share. Judging from the activity around the booth, all women - some with kids, it seems to be working.
Oh yes, no "2-for-1," "buy now and save $5.00" and no coupons in sight.
Have you discovered premium brands in unexpected places lately? Do you think this could work for other retail brands?
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