CYW is a national chain of paint stores that had followed the typical retail mentality of discounting whenever they advertised. The problem was that they could not out discount the big box stores.
Customization is a trend shaping products and marketing. What could be better than putting your own personal custom colours matched from whatever you want on the walls of your home?
For the first time, CYW had an important and engaging service advantage, which the big box stores could not match and people were willing to pay a premium for. Sales turned around for the first time in six years.
