January 15, 2018 Volume xxiv, #2

“Wise sayings often fall on barren ground, but a kind word is never thrown away.”
—Arthur Helps (English writer, 1813-1875)

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Conversion of Marcil stores increases presence of RONA brand in Quebec

BOUCHERVILLE, Que. — Lowe’s Canada is switching all its Marcil stores to the RONA banner. The stores, known for catering to a mix of DIY and contractor customers, will fit into RONA’s format for its small to medium-sized building centres, known internally as “proximity stores”.

The switch happens February 26.

With the changeover, the product selection at the Marcil stores will double, from about 20,000 SKUs to more than 40,000. The expanded assortments will include home appliances and a bigger seasonal department. The greater range of products will be available both in-store and online at www.rona.ca.

“RONA and Marcil operate in the same market segment, have complementary locations, and both serve a large client base of contractors and pros. It was therefore natural to combine the strengths of both banners,” said Serge Éthier, EVP of RONA Proximity. “This decision will allow us to maximize our products and services offering to Marcil retail and professional customers, while simplifying our operations.”

Lowe’s has been managing a family of banners since it took over RONA in 2016. In fact, when Canadian CEO Sylvain Prud’homme presented at the Hardlines Conference last fall, he stressed that range of brands and formats operating as Lowe’s, RONA, Réno-Dépôt, Marcil, Dick’s Lumber, and Ace. Those stores comprise a network of 630-plus stores, of which 435 carry the RONA banner either as corporate stores or affiliate dealers (as of December 15, 2017).

The Marcil stores would fit easily into the proximity model of RONA, so the conversions could be executed without too much disruption. While this latest move reflects a common direction taken by many companies to unify their brand with fewer banners, it also points to Lowe’s commitment to continue to support the RONA banner, at least in Quebec, where it remains dominant.

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Goodfellow begins year of celebrations for its 120th anniversary

DELSON, Que. — Goodfellow, the building materials manufacturer and distributor, had humble beginnings in 1898 when it was founded by George C. Goodfellow. Keeping abreast of new trends and technologies of the time, Goodfellow began supplying the automobile industry with wood used in car frames and running boards.

In 2018, it is celebrating a legacy that stretches back 120 years. A series of events for customers will take place at events throughout the year, starting with the WRLA Buying Show in Calgary this week, and at the TIMBER MART National Buying Show in Montreal, February 16 to 17.

The company was originally a manufacturer specializing in hardwoods and timbers. Over time, it became a processor and distributor of exotic woods, Douglas fir, construction timber, cedar, pine, and hardwoods, branding itself as “The Wood Specialist”.

Charles Goodfellow took over the reins of the company in the late 1940s, then his brother George C. Goodfellow took over in 1970. In the late ’80s, Charles’s son Richard took the helm until his retirement in 2014.

As the company has grown over the years, it has evolved into a broad-line distributor of building materials and allied products with sales of more than $500 million. This is the company Patrick Goodfellow, Richard’s son, inherited when he took over as president and CEO of Goodfellow in January 2017.

“The industry has changed,” admits Mary Lohmus, EVP of Goodfellow for Ontario and Western Canada. “We’re proud to say we’re 120 years old and doing well in the business, and been able to diversify.”

Today, Goodfellow distributes a wide range of flooring, siding, and decking products. Its other lines include pressure-treated lumber, glue-laminated wood beam structures, wood sidings, and plywood and speciality wood panels. “The manufacturing side makes us unique,” says Lohmus. “We started in wood manufacturing and our roots are in hardwoods and heavy timbers. Then we evolved into many other products.”

The diversity of products, backed by a consistent company culture that has been maintained by generations of the Goodfellow family, has helped ensure Goodfellow’s growth over the past 120 years. Under new CEO Patrick Goodfellow’s direction, and with a depth of employee knowledge that spreads across 15 facilities nationally, “I think that’s what has kept us young and healthy,” Lohmus says.

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Brand building, loyalty, and big boxes: CHHMA’s Vaughan Crofford reflects

SCARBOROUGH, Ont. — With more than 50 years in the hardware and home improvement industry, Vaughan Crofford can look back with a broad perspective on the changes that have occurred in this industry during that time.

Crofford served as president of the Canadian Hardware and Housewares Manufacturers Association (CHHMA) for 23 years before retiring at the end of 2017. Prior to that, he was director of marketing at Federated Co-operatives Ltd. In an exclusive interview with HARDLINES, he reflects on this industry.

On making retail more exciting: “Retailers need to have the product on display to let the customer touch and feel and to have the expertise, the customer service on hand to show young consumers how to use that product. Retailers have some advantages over the internet and they need to figure out how to capitalize on that.”

On big box stores: “They look great, they’ve got so much going on. But they’re just too big. You can’t have 35 toilets in stock.”

On how manufacturers can improve: “I have to say, at the end of the day, the greatest challenge for manufacturers is to create or somehow position their brand as important to the consumer today, as so much has been commoditized. Brand differentiation suffered with Chinese sourcing. It’s harder to sell when all the products are coming from the same factories. But there are some brands that are important to the consumer, and to the contractor. Those brands can’t get pushed around by the retailers.”

On retailers and the internet: “I think that the retailers have to step back and look at themselves. All the retailers are having a problem figuring out how they can succeed today. They’re so afraid of the internet. Stores will remain important, too. Don’t tell me that people don’t want to touch and feel products. That they just want it to show up on their doorstep? Retailers can compete with and use the internet to their advantage. There’s always going to be retail. There needs to be retail.”

On leaving the industry after all these years: “One of the emotions that would come up is a little bit of sadness. To me, I have made so many good friends in every community I’ve been in.”

On what’s changed most markedly: “Some of my sadness comes from a sense that the personal touch has gone out of the industry. Technology and texts and emails eliminated the need for clerical help. And for many companies, the top end is also going in Canada. How many companies here don’t have a president—or even a senior guy—in this country? The president in Canada used to answer to the president in the U.S. Now the top person is often at a VP level, with a very restricted budget, reporting to a VP down there. All the good jobs have left Canada as manufacturing has moved offshore. We lost so many good people and the good relationships that came from that.”

(This interview has been edited for length and clarity.)

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Lowe’s DNA is important to continued integration of Canadian operations

MOORESVILLE, N.C. — According to the latest results from Lowe’s Cos., Canadian stores are performing strongly. In a call to analysts following the company’s third quarter results release, Robert Niblock, chairman, president, and CEO of Lowe’s, made no bones about the strong performance of the company’s international operations.

Sales for the third quarter rose a healthy 6.5% to $16.8 billion. “Internationally, we delivered strong performance, including high single-digit comps in Canada and double-digit comp growth in Mexico in local currency.”

Niblock added that the RONA stores are benefiting as they get more integrated with Lowe’s own merchandising practices, including the continued rollout of appliances―now in 70 stores―and the continued conversion of RONA big box stores to the Lowe’s banner. And the company continues to drive growth with its e-commerce platform. “We’re excited with the momentum of the business and believe we are well-positioned for continued success in Canada.”

Richard Maltsbarger, chief development officer and president of Lowe’s international business, clarified the extent of the RONA conversions. “We have brought our first two big box evolutions live from the RONA brand into the Lowe’s brand out from Western Canada. We’re underway with several more now.” The fifth conversion was completed last week in the National Capital Region (see Retailer News this issue. —Editor).

Maltsbarger highlighted another very important advancement in Canada. “And we're seeing really good strong pro results in our business in Canada, given our higher mix of the pro across our different banners, including those specifically focused on the pro in both Quebec and out west.”

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André Hudon has been appointed president and CEO of The Innovak Group. Before joining the Pointe-Claire, Que.-based hand tool company, he was general manager at Acklands-Grainger.

Mark Bromiley has been named vice president business development at Rockwool North America. He’s been with Rockwool (formerly Roxul in Canada) since 2008, most recently as North American business development manager. (mark.bromiley@rockwool.com)

John W. Herbert, general secretary of EDRA, the European DIY retail association, as well as the global network GHIN, has been honoured by the German retail home improvement industry as the 2017 recipient of the DIY Lifetime Award. The prize is awarded annually by the German DIY retail association BHB and Dähne Verlag, publisher of DIY International magazine. Herbert is recognised as a renowned trade expert and a friend of Hardlines who spoke at the Hardlines Conference in 2017. Born in Great Britain, he served as an officer in the British Army stationed on the Rhine in Germany. His retail career began in 1983 at Knauber, a family-run home improvement chain based in Bonn. In 2001, he moved to The Home Depot in the U.S. as president of the EXPO Design Center West Coast sales channel. From 2002 to 2008, he served as managing director of BHB, adding duties as general secretary of EDRA, which he formed to bring Europe’s retail home improvement associations together.

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CLASSIFIED ADS

IN-STORE MERCHANDISER (#865) 

About Home Hardware Stores Limited
Home Hardware Stores Limited is Canada’s largest Dealer-owned cooperative with close to 1,100 Stores and annual retail sales of over $6 billion. Located near Kitchener/Waterloo, Ontario, Home Hardware remains 100% Canadian owned and operated. Home hardware has received designations as one of Canada’s Best Cultures and Best Managed Companies and is committed to providing local communities with superior service and quality advice. Responsible to the Store Design Merchandising & Systems Supervisor for assisting Dealers improve store appearance and profitability, through effective merchandising and display. 

Assist Home Dealers with Merchandising Product and Installation of Displays and Shelving, focusing on current Merchandising Technique and Programs. 

Help with the flow of information between Dealers and Home Office with respect to product mix, display and assortment. 

Make onsite recommendations and modifications to the merchandising plan as required. 

QUALIFICATIONS: 

Extensive travel required - away from home for several weeks at a time. 
Valid Driver’s license required. 
Secondary School Diploma or equivalent with post-secondary courses in business an asset. 
Effective communication, both verbal and written, with Home Dealers & Home Staff. 
Retail experience (hardware or building supplies) is a preferred asset. 

Must live near an international airport or be within commuting distance to St. Jacobs. 

Fluency in both English and French would be an asset. 

Interested applicants, please submit your resume to Beth White, Recruitment, Human Resources at hr@homehardware.ca. Full posting available at www.homehardware.ca. Phone: 519-664-4975 34 Henry St W, St. Jacobs, ON, N0B 2N0 Deadline: Monday, January 22, 2018 

*While we appreciate all applications received, only those to be interviewed will be contacted. 

We will accommodate the needs of qualified applicants under the Human Rights Code in all parts of the hiring process

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Position Description

Position: Milwaukee Strategic Account Manager- Hardware/LBM 2-Step Channel     
Location: Markham, ON Headquarters
Reports To: Director of Sales - Hardware

General Responsibility
Manage Milwaukee Electric Tool sales activities of key accounts in the Canadian Hardware/LBM 2-Step channel; coordinating the efforts of all internal functions to service and profitably grow the 2-Step account base. 

Specific Responsibilities

• Develop and implement long term sales strategy to grow sales and drive profitability.  Must regularly meet with account(s) to identify long term and short term needs and develop plan to deliver.  Must stay abreast of industry trends to understand account needs and positioning.
• Develop and implement annual sales plan.  Work with marketing, product management, finance, sales administration and distribution to communicate and execute plan.
• Develop accurate and timely annual, quarterly and monthly sales forecast.  Communicate changes immediately.
• Develop budget and profitability plan for account.  Manage expenses and account activity to meet or exceed profit plan. Use account profitability model to consistently assess status of accounts.
• Effectively utilize marketing resources for advertising coordination, promotional materials and presentation materials.
• Coordinate with product management to capitalize on current and future product offerings and ensure we are maximizing the accounts’ potential.  Work to develop any specific SKU’s needed.  Shares ideas and customer needs through all phases of product life cycle.
• Extensive communication with and travel to assigned accounts. Coordinate and deliver sales presentations effectively utilizing resources available.  Promote, sell, and secure business for both existing and new products. Obtain feedback and use effectively with internal resources.
• Plan/Participate in Buying Group meetings and Trade Shows representing the company and presenting products and programs.
• Communicate any specific distribution needs internally.
• Expedites the resolution of customer problems and issues.
• Other duties as required.

Requirements

• Minimum 7-10 years successful consumer products sales experience to retail accounts at key or national account level.
• Experience in Hardware/LBM 2-Step distribution channel.
• Demonstrated track record of growing profitable sales.
• Development of account business plans to include: product offerings, forecasts, advertising/co-op, profitability, expenses and any specific distribution needs.
• University degree or College diploma.
• PC literate in Microsoft Office products. 
• Demonstrated strong analytical and organizational skills, including forecasting.
• Strong communication skills – written, verbal and excellent presentation skills.
• Demonstrated negotiation skills.
• Takes positive approach and has sense of urgency.
• Demonstrated ability to work effectively with internal resources.

Resumes are to be forearded to HRCanada@ttigroupna.com.  Please put in the subject line:  Strategic Account Manager- Hardware/LBM 2-Step Channel  

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Sales Consultant, Outdoor Storage Solutions, RTM 

Winnipeg, Manitoba 

Star Building Materials is an independent, wholly owned division of Qualico, and we are seeking a Sales Consultant, Outdoor Storage Solutions to join our team. 

Reporting to the Sales Supervisor, the Sales Consultant contributes to the success and effectiveness of Star by providing sales expertise for garden sheds, garages, shops and agricultural buildings. The Sales Consultant will be responsible for the direct sale of outdoor storage buildings and will provide exceptional customer service to existing and potential customers throughout all stages of the sale and construction process. 

Education & Qualifications: 

· High School Diploma or equivalent is required. 

· Knowledge of building construction is required. 

· Valid driver’s licence and access to a reliable vehicle is required. 

· Strong customer service orientation and exceptional interpersonal skills with the ability to communicate both orally and in writing. 

· Strong time management and high attention to detail. 

· Satisfactory verification of criminal record check. 

How to Apply: Please submit your cover letter and resume to careers.winnipeg@qualico.com.

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Marketing Manager, Schlage Canada 

Location: Mississauga, Ontario 

Reporting to the Vice President of Marketing, the Marketing Manager, will manage all brand responsibility for Schlage brand for all channels retail, ecommerce, single family builders and residential wholesale channels. This position will manage the Schlage residential product portfolio and lead the commercialization process for all new Schlage products launched in Canada. 

What You Will Do: 

· Develop and execute a localized marketing plan aligned with brand, store objectives, and within budget parameters. 

· Work closely with the retail channel team to execute sales and marketing plans. 

· Network with associations, clubs, contractors, designers and retail partners. 

· Execute store community events aligned with the consumer calendar to maximize brand engagement in the market. 

· Analyze and report on data to take a 360⁰ view of all analytics to support the brand and help shape consumer outreach and promotion activities. 

· Produce monthly reports on engagement from web traffic, digital advertising and social media events. 

· Promote and monitor quality service among co-workers through training and by acting as a positive role model. 

· Develop consumer marketing plans and advertising campaigns, based on global creative development modified as required for the Canadian consumer, to profitably build consumer equity for the Brand. 

· Execute the consumer marketing plans in collaboration with the marketing group, the retail channel team, packaging, PR and creative agencies and media planning 

· Maintain in-depth knowledge of core category to ensure both consumer and customer marketing programs are optimized; perform strategic analysis and consumer segmentation analysis, as appropriate. 

What You Will Need: 

· A Bachelor's degree in marketing, communications or a related field. 

· 7+ years of creative development experience in Brand Management, Creative Services, or agency experience. 

· A minimum of 5 years of experience leading and managing a team, creative communications, or branding. 

· 10% travel with occasional visits to the United States 

· Superior understanding of strategic marketing communications, hands-on experience with targeted segmentation, messaging, integrated marketing processes and related deliverables. 

· Strong interpersonal skills, professional maturity and judgment, and be capable of communicating with a diverse range of individuals at all professional levels. 

· The ability to express complex topics in a simple, straightforward manner. 

· To participate in monthly planning and budget reviews to manage monthly costs and year-to-date finances. 

· The drive for results while maintaining focus in fast-paced, demanding environments. 

Apply Today 

Join our team of experts today and help us make tomorrow a safer place! Please visit https://allegion.wd5.myworkdayjobs.com/en-US/careers/job/Mississauga-Canada/Marketing-Manager--Schlage-Canada_JR8230 to see the full job description and to apply today! 

We are committed to providing accommodations for persons with disabilities. If you require accommodation, we will work with you to meet your needs.

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