Another new experience

Several years ago Dutch Boy paints created a purple cow with their easy pour plastic, large mouth, twist on top paint can. Changing the painting and cleanup experience after nearly 100 years.

Well, looks like they have done it again. The have created Ready to Roll. A new 2.5 gallon bucket of paint that includes a built-in roller tray. No more sloppy cleanup of the tray, just snap the cover back on. If this works they way it is intended, then they have just moved the bar again.

This is a great example of changing the experience vs. improving products. In the later mode you would create new textures, colors, and maybe even some licensing tricks (ie. Disney or Ralph Lauren paints). When looking at experience you go beyond your product, and into your customer's world - and take on their world view.

The only thing Dutch Boy is lacking is a strong distribution channel - in my humble opinion. When searching for paint dealerships in my area I was presented with Kmart, Sears, and Mennards. All on the lower end of the pricing tier. Perhaps, Dutch Boy could expand by offering direct online purchases of their products along with some planning tools, and record storage of what rooms you applied your paints to - a simple capture at the point of order. If you have ever had to go into the paint can pile to find the one can to purchase some additional paint, you know how this might change your experience...