Strengthening contactless marketing through the Paint Guide online channel
Easy to understand for both professional contractors and general consumers
To overcome the difficulty of conducting direct, face-to-face on-site sales due to COVID-19, Noroo Paint is expanding its push into the repainting market by strengthening contactless sales—developing and operating an online Paint Guide website and actively promoting its apartment color simulation service.
Noroo Paint has developed and is operating the ‘Paint Guide by Noroo Paint’ website, which makes it easy not only for professional contractors but also for general consumers to learn about the wide range of paint products used in everyday life. The site classifies the paint products needed for all kinds of building facilities by application area—covering not only apartment living spaces but also detached houses, commercial facilities, buildings, public buildings such as schools, medical facilities and sports facilities, industrial plants, and even bridges.
When you enter the Paint Guide website from the Noroo homepage, you can click on a given facility on a screen that renders each facility in 3D graphics, and with a single click check a wide range of information—not only the products required, but also paints by use and coating specifications. Building on this online service, the company is meeting the needs of a diverse range of customers who require repainting and strengthening its contactless sales.
In addition, decisions on apartment repainting are generally made by resident representatives gathering together. As part of its efforts to respond proactively in a situation where on-site, face-to-face sales are difficult due to COVID-19, the company is leveraging its apartment color simulation service to target the exterior-wall repainting market. Through apartment color simulation materials planned by its Color Design Center by region and by complex, the company is achieving results such as generating demand among complexes in need of repainting.
In fact, since the onset of COVID-19, the number of color simulation requests for apartments nationwide scheduled for repainting has increased by more than 200% year-on-year in March, and the industry estimates the apartment exterior-wall repainting market to be worth about 100 billion won.
In addition, to grow the DIY interior market, which has been steadily expanding over the past three to four years, the company has become the first in the industry to consistently communicate useful information for DIY painting—such as painting tips and interior know-how—through its YouTube channel ‘Paint It Suda.’ It is also making active efforts to help general consumers paint easily by sharing DIY interior information and a variety of painting examples through its blog and social media.
Having established Korea’s first paint-industry color research institute in the mid-1980s, Noroo Paint has further enhanced its expertise by joining hands with Pantone, a world-renowned color specialist, and forming a design organization made up of color interior experts. In addition, by analyzing paint color sales data over the past decade, the company applies simulations in advance of coating to provide apartment exterior-wall paint color designs suited to regional trends.
Noroo Paint is continuously devising a variety of contactless methods to boost sales while enhancing consumer convenience amid the COVID-19 situation, and through these efforts it plans to lead the market with an even more creative approach and expand its market share.