Johnstone’s Trade Delivers Best Ever Jonmat Formulation
Johnstone’s Trade has launched an improved formulation of its Jonmat Premium Contract Matt, designed in collaboration with professional painters and decorators. Richard Mazurkiewicz, Marketing Manager at Johnstone’s Trade, explains how the new product was created following widespread consultation and feedback with professionals.
We constantly strive to improve the products and services we offer and, by using long-standing relationships with painters and decorators that we have built up over time, we’ve gained valuable insight into what it is our customers actually want and need when completing a job. The latest example of this being put into practice is the significant improvements made to Jonmat Premium Contract Matt.
We’ve listened to customers, collated feedback from the market and tested the product. The decision was taken to improve the product with an enhanced formulation, incorporating the extensive feedback we’ve received from the market place.
To begin, we carried out in-depth interviews in which professionals were asked to rank a number of characteristics, revealing the most important attributes to contract matt products. We wanted to better understand what professionals look for in contract matt, and deliver just that.
The findings highlighted four key attributes to consider when developing the improved contract matt, with ‘excellent wet and dry opacity’ ranking as the most important. Easy application, a product that can be airlessly sprayed and confidence in the application of the first coat was also important criteria. Following the interviews and analysis of the findings, we set about developing a product that would suit the professionals’ requirements.
The new formulation of Jonmat Contract Matt was subsequently developed to include a number of new features and benefits, which took into consideration the evidence gathered during the research process.
The product now offers excellent wet and dry opacity, providing confidence in application from the first coat and complete ‘white out’ coverage by the second. The re-development means it can be applied to new substrates and offers superior touch-up properties, leaving no trace in the overall finish.
Given the current painting and decorating trends, appliers’ preferences and the type of work that the product has been designed for, Jonmat Premium Contract Matt can be applied by airless spray, as well as brush and roller, increasing productivity.
The new formulation is suitable for interior walls and ceilings, new plaster and can be applied directly to plasterboard. It’s available in more than 7,000 tinting colours, with 5ltr, 10ltr and 15ltr tins available to cater for different job sizes.
To ensure the real world performance of Jonmat lived up to expectations, we sent more than 9,000 litres of the new formulation to 28 sites across the UK and Ireland to be tested by painting contractors and appliers – some of which were not users of Johnstone’s Trade prior to the launch.
The feedback from these tests was universally positive. Contractors and appliers told us that the product has “excellent opacity, with great first coat coverage”, “complete opacity in two coats, even on green board” and said the new formulation is “paint I could use all day”.
This new and improved Jonmat Premium Contract Matt is Johnstone’s Trade’s best ever formulation. Feedback is an invaluable way of ensuring we are delivering what our customers want, so with this reformulation we have really listened to what is important to professional painters and decorators, and have used the insights to improve product performance, a statement which we are committed to delivering time and time again. Now, professional decorators can have even more confidence in the product and that they will achieve the very best results for their customers. Jonmat is available now from Johnstone’s Decorating Centres & Stockists.