November 30, 2012, 12:11 PM

BenjaminMoore.com: Color playground

One of the merchant's most versatile web tools lets consumers see the range of color combinations in sample rooms.

Bill Briggs

Senior Editor

Lead Photo

Suppose you and your mate plan to paint your dining room and you miraculously agree on a color—then what? That early victory could quickly be squelched by the myriad accent colors available to achieve the perfect scheme. But paint shoppers needn’t fear that next step because Benjamin Moore & Co.’s e-commerce site offers a full palette of color compatibility tools that take much of the guesswork out of the process. One of the most versatile of those tools is the Personal Color Viewer that enables consumers to see the range of color combinations in sample rooms using a feature called Paint Your Room Online. “That’s why people come to our site,” says Julia Miller, e-commerce manager. “To play with color.” A new service lets shoppers order paint online and pick it up at a nearby store in three hours.

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