Cusstom-made care

While many new marketing concepts in the paint and wallpaper business come into existence through dissatisfaction with the existing trading formats, Thuisin was established in answer to the universal mood in the industry. “Every year I have to do more work, but there is always less left over at the end,” is the complaint that increasingly often reached the ears of Thuisin's two managing directors, Mark Brouwer and Hugo Eijkelkamp. They also list the continual growth of competition from DIY stores, high membership fees charged by franchise organisations, and a lack of support for retailers as further reasons for the general dissatisfaction.Brouwer and Eijkelkamp see franchising as the best solution. Entrepreneurs like good conditions of purchase, see the power of collective advertising, and want to be well supported. This applies to Thuisin, but the organisation puts great emphasis on its ability to offer answers to problems as well. “We want to occupy a position detefined by quality, a very broad product offer, and a very high level of service and advice. Each and every customer must feel comfortable with us. The product assortment ensures customer footfall, but that alone is not sufficient. You simply must have a comprehensive range of products, and you must offer customers help to resolve their problems,” says Eijkelkamp.Paint is still the focal point of the business. Brand names play a significant role in this context, attracting customers into the store. Customers can record the colour and brand they have used on the internet so that they know what to buy at a later date. The same holds for wallpaper and drapes. The company's own fabric collection, which can be quickly delivered from its studio, appears to be selling well. Glass is a surprising new addition. “That was standard practice in paint and wallpaper shops in the old days, but today nobody knows where to buy it,” says Brouwer. “Now a customer buying paint sees glass there as well, so he knows where he can get it in future. In all varieties and sizes, up to and including mirrors. And for the entrepreneur it is a product that offers a good margin.”Yet another range has been added in the shape of flooring. It is no trouble for the entrepreneur to calculate the area and name a price. Once the customer has given his assent, head office checks the calculations again before ordering the materials. As Eijkelkamp explains, “Perhaps an entrepreneur might be a bit afraid of doing this at the start, but he…