Stat Flash: Caulk in the home channel
The NPD Group research breaks down the distribution of caulk/sealant, glue and adhesives by distribution channel.
In 2010, the hardware/home center/department store channel dominated with 75.9% of dollar share (blue). The mass merchant/warehouse club channel (green) accounted for 12.6% of spending. Specialty retailers (yellow) captured 9.0% of dollar share. Other (dark blue) captured 2.9%.
Unit share presented similar breakdowns, with low-price mass retailers increasing the most compared with dollar share.
Source: The NPD Group Inc./Consumer Tracking Service
Behr launches program for Hispanic pros
Behr Paint has introduced a Spanish-language version of its “Direct to Pros” program in order to serve its customer base of Hispanic general contractors, remodelers, paint and wall-covering professionals.
The new site, espanol.behrpro.com, provides Hispanic professionals with information on Behr interior, exterior and specialty products; business management and networking advice; useful project tips and tools; and information on a range of Behr solutions to help professionals better build their businesses.
An online technical library with downloadable usage guides, information on product prep and dry time, application guidelines, and cleanup and storage instructions will also be available for Behr products, as well as an overview of Behr’s “Direct to Pro” services, such as factory tinting and volume pricing.
Behr is a subsidiary of Masco Corp. and is headquartered in Santa Ana, Calif.
Husqvarna enhances online visibility
Outdoor power equipment manufacturer Husqvarna announced a plan to boost online visibility through a partnership with WebVisible.
The manufacturer will make WebVisible’s platform available to participating dealers through its co-marketing program. For dealers, WebVisible will create online campaigns and place ads across networks and search engines such as Google, Yahoo! and Bing — helping local dealers reach millions of potential customers, the companies announced.
"We expect the use of online marketing by our dealers to increase by about 200% as a result of this new program," said Mike Lewis, Husqvarna’s e-business manager.
Miller added that search engines are the key resource for consumers looking for products. "This partnership will help participating dealers capture those new customers and increase sales," Lewis added.
Husqvarna has more than 5,000 dealers in the United States. Participating dealers will receive online access to detailed reports about how their campaigns are doing, how many customers visited their sites, who called, how many printed a map and more.