Benjamin Moore touches up its e-commerce presence

Benjamin Moore launched an e-commerce site February 1 on which consumers can order custom paint products directly from the manufacturer.

The site, which the company built in-house, expands its e-commerce presence significantly, said Nick Harris, senior manager of brand marketing at the company. The site offers 2,500 colors of seven different paint products.

“We had a shop function that fulfilled small items such as color cards, color chips and color samples,” Harris said. “This takes it to a whole new level.”

The portal features a product-finder, color samples, a blog and pages for architects and designers, as well as contractors. It also has assistance on what gloss level to choose for a project, color selection guidance and access to a paint calculator that helps determine what amount is needed based on square footage.

Benjamin Moore will promote the site by reaching out to its existing database, as well as followers of its Facebook and Twitter pages. The site's target audience, Harris said, is an emerging online paint consumer.

“We felt that there is a consumer that is doing business online and is seeking the convenience of purchasing many things online,” he explained. “There are some products that even 10 years ago weren't as active online as they are today, and we think paint is one of them.”