ALLPRO Independent Magazine March/April 2021

Ind epe n de nt March/April 2021

Cincinnati Color Paint & Coatings A reputation for collaboration SOC I A L CO M M E RC E Turning social media scrolling into sales An ALLPRO® Publication

T HE BR ANDIN G B IBLE Consistency & communication in the time of COVID-19

A LLP RO TA LKS Matthew Rossi brings big ideas to Rossi Paint Stores

AT THE MIKE | FUTURE

@ A L L PROCOR P

CHALLENGES OF TODAY

MI CHAEL BEAUDOI N Executive Vice President ALLPRO Corporation

S P O T L I G H T:

t the onset of 2020, there were early signs of trouble with a new and scary virus quickly capturing the daily headlines.

Now in the first months of 2021, there are reasons for optimism with vaccines rolling out at an ever-increasing pace giving hope that soon we can congregate as we used to. COVID-19 numbers are decreasing and there is better stability in being able to employ and navigate with your workforce despite the disruptions of the pandemic. I am personally betting on these trends by making the decision to have a physical fall show in Nashville. I figure our group could use a party!

Where most of the news has shown businesses as strong, there are challenges that will impact the group this year that in many ways will be as difficult as last year.

The ravages of COVID-19 have impacted our suppliers in many of the same ways that it has our members. They have lost people, navigated intermittent staff shortages along with other challenges resulting in disrupted productivity. Under normal

times, a disruption in production is extremely difficult to recover from, combine that with a booming demand and it turns into a perfect storm. That is what many of our suppliers have been navigating for some time. Now, what is different and more challenging is that our supplier’s suppliers are faced with the same issues and are not shipping basic items that they need such as packaging and raw materials that they use to produce their goods.

The result is that they must pay more for those items since they are competing with other suppliers both inside and outside our industry for a limited supply. Their cost of goods went up overnight causing them to pass along price increases at a frenzied pace. All of this has left suppliers with difficult decisions that include rationing their own products and in some instances, deciding which customers will get their limited supply.

Another consequence of these times is that several suppliers have sold their business to larger companies with more resources. Since October 2020, four ALLPRO suppliers have been acquired. In three of the four cases, the company who purchased the ALLPRO supplier is not aligned with the independent channel nor ALLPRO. These acquisitions will mean that we will be competing with other channels for their focus.

Just like in other challenging times, I am very confident that the group will navigate and succeed. We have advantages that will help our members with options, but it is important to have an awareness of the situation and a plan to react to it. When it comes to key products and the potential for outages, there is a balance between fighting for what you want and quickly finding an alternative product or strategy. The strength of our group is that we select several key suppliers in each category.

The number varies depending on the need, but in all cases, there are several to choose from.

In normal times you have built a following for a particular product with your staff and customers, as well as developed a relationship with the supplier who produces it. In these times, that product may not be available for whatever reason and it is important that you find a suitable alternative from a supplier that has it in stock even if that means engaging a new supplier. If that is the case and you need help, the ALLPRO office and Business Development Team can guide you with what is available and who the key contacts are for you to work with. The members that “pivot” and navigate will find the most success.

I believe these present trends are a glimpse into the future. A future where there is more consolidation amongst our suppliers and where our channel/group will be competing more with national chains and the home centers for their focus and the best products.

Our model has always been to partner with suppliers that are aligned with our channel and rely on them to work with you individually to ensure your success leveraging the ALLPRO programs. There were always several options of suppliers from whom to choose. In the future, there may be fewer suppliers per category that are aligned with our channel and ALLPRO may have to augment that focus through an expanded Business Development Team. Our warehouses may have to secure products that are scarce as well as procure larger quantities of products so that members will have access to them in good and challenging times. We will have to better organize our immense buying power in different ways to ensure that we have the same leverage as other channels to better compete.

There are many steps that this group can and will take to ensure the success of our stakeholders regardless of the future trends.

Our group and channel are strong and will grow stronger with a concerted effort by all.

7 Cincinnati Color Paint & Coatings A reputation for collaboration

20 The Branding Bible Consistency & communication in the time of COVID-19

28 Social Commerce Turning social media scrolling into big sales for businesses

34 ALLPRO Employee Spotlight Jay Reighard steps into a new role as Manager of Distribution Centers

14 ALLPRO Talks Q & A with Rossi Paint’s Matthew Rossi

24 Creating a Customer Loyalty Program Rewarding faithful shoppers & generating recurring revenue

30 The Power of Public Opinion Reviews, referrals, & rating systems

42 Final Coat ALLPRO’s 2020 Excellence Award Winners

March/April 2021 | ALLPRO INDEPENDENT | 3

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INDEPENDENT | ON THE BLOCK

Congratulations to the new additions to our ALLPRO family!

Welcome to our ALLPRO family! Please join us in welcoming DA KINE PAINTS and FLANAGAN PAINT & SUPPLY to the ALLPRO family of independent retailers! Da Kine Paints has one location in Kahului, Hawaii and Flanagan Paint & Supply has three locations in Missouri – Ellisville, Creve Coeur, and Webster Groves.

SHARE YOUR NEWS! If you are involved in a community event, special project, charity, or are celebrating a milestone, please share your news with Susie Fontana at susanne.fontana@allprocorp.com.

Congratulations to the following members on their recent expansions:

VOLUME 4 ISSUE 2

Canpro Decorating Products welcomed new member THE PAINT PEOPLE DECORATING CENTRE INC., with three locations in Mississauga, ON; DRAKE’S PAINT & SUPPLY opened their second store, located in Grants Pass, OR; HARRISON PAINT CO. INC. opened their fourth store in Shreveport, LA; JC LICHT, LLC added a new store in Westmont, IL; MARKETPLACE PAINTS will be opening their second store, located in North Augusta, SC; SOUTH CITY PAINT & SUPPLY CO. opened their third store, located in Lake Charles, LA; and SPECTRUM PAINT CO. opened a new store in St. Joseph, MO.

ALLPRO Leadership Board president Elliot Greenberg Executive Vice President Mike Beaudoin Vice President of Merchandising Scott Morath Marketing Coordinator Susie Fontana

About ALLPRO Independent We are a bimonthly publication dedicated to strengthening the ALLPRO community with relevant stories and news. Your suggestions, opinions, and feedback are encouraged.

How to Reach Us Write to us at ALLPRO Corporation 4946 Joanne Kearney Blvd., Tampa, FL 33619 Or contact us at 813.628.4800 or by email at allpro@allprocorp.com All publishing services provided by Gallon Creative www.galloncreative.com

In Memoriam: Bill Parvo t is with heavy hearts that we announce the passing of one of our own in the ALLPRO family, Bill Parvo of Newport, Rhode Island.

Sadly, Bill suffered a heart attack shortly after Thanksgiving, and after a brief but courageous battle for his health, he passed away peacefully on December 18th, 2020, surrounded by loved ones (his wife, Janice; daughter, Liz; and dear friend, John Diaz.) Bill was a beloved husband, father, and PopPop, and a friendly face to all who had the pleasure of knowing him. He completed four years of service as a submariner with the US Navy, before enrolling in Wentworth Institute where he earned a degree in electrical engineering. He then went on to found Parvo Paints, which operated for 45 years before he eventually retired. After retirement, Bill found pleasure in giving back to his community of Newport, serving on multiple charity boards and spearheading several initiatives aimed at bettering the livelihoods of those around him. His infectious energy was celebrated by many, earning him the endearing nickname of “Hurricane Bill” for his ability to discuss topics in rapid-fire succession within the course of one single conversation.

Bill touched so many during his time with the ALLPRO group, with fellow members describing him as “a wonderful, warm, caring, and charitable man” who will be dearly missed. His generous spirit and willingness to help those less fortunate around him will endure in all of our hearts as we look back on fond memories and delight in the times shared.

Bill’s family has asked that in lieu of flowers, those wishing to contribute might consider a memorial donation in Bill’s name to the Vasco da Gama Scholarship Fund or the Hillside Charitable Foundation, organizations Bill was heavily involved in before his untimely passing.

March/April 2021 | ALLPRO INDEPENDENT | 5

From Left: Jack Fay, Controller; Chris Lindsey, Inside Sales Associate; Greg Deifel, Vice President; Doug Deifel, President; Eric Furman, Outside Sales; Randy North, Inside Sales Associate; Nick Strader, Inside Sales

6 | March/April 2021 | ALLPRO INDEPENDENT

SPOTLIGHT | CINCINNATI COLOR PAINT & COATINGS

CINCINNATI COLOR PAINT & COATINGS incinnati Color House has seen a lot in their 90 plus years of operation. When traveling salesman Carl Deifel first established the company as an automotive paint coatings business back in 1929, he couldn’t have possibly imagined where his vision would ultimately lead him. Carl took on the industry with a simple motto, “in business for your business,” appealing to trades workers who more than appreciated the idea of superior products at a competitive, wholesale price. Although their business model has changed significantly in the subsequent decades, their values remain intact. Today, their biggest point of pride is still their reputation in the market.

It took just five years before Carl opted to move into the architectural coatings space, opening a brick and mortar storefront in the mid-1930s to keep up with demand. In 1954, Cincinnati Color started manufacturing their own line, Town and Country Paint, eventually adding the Benjamin Moore line to their offerings, in addition to their private label (they have since outsourced the manufacturing). In the late 1960s, Carl’s son joined the staff, eventually taking over as president in the 1980s. A mere decade later, Doug Deifel, the store’s current owner and grandson of Carl, started spending summers working at the store. “I really didn’t have any intentions of being in the industry,” explains Doug. “I had just graduated from college and I was getting ready to do a little sabbatical out West as a ski bum. And then my father had someone quit and said he needed me to come in.” Doug never ended up heading out West, and found himself shadowing his father, learning the ins and outs of the financials and day-to-day operations. Doug also spent time with his uncle who worked more on the manufacturing side of things.

During that time, Cincinnati Color was a part of another buying group focused more on the manufacturing side of the paint business. As they started moving more and more into the retail space, they found they were hearing the ALLPRO name everywhere.

Eventually, the opportunity arose in the early 2000s. “We saw it as a lateral move. We didn’t think it was going to benefit us, other than the fact that we were getting into a group of mostly retailers rather than manufacturers and people focusing on architectural coatings,” reflects Doug. “But within the first few years we realized it was probably the best move we made because we started sharing in additional rebates and things at the end of the year through our purchases that we really didn’t foresee. It really was a great fit for what we were doing. Instead of being a lateral move, it was a great improvement to our purchasing situation.”

In 2010, Doug took over for his father as president of the company, which now has two storefronts, their manufacturing business, a reputation for being the “complete paint store” (with big-box chains sending their customers with obscure requests in their direction), and a strong outside sales team. “Our philosophy is basically going out and pounding the pavement, turning over every stone. Retail is a very small percentage of what we do. We’re out there banging on doors and dragging business into our operation.

That’s been our success. Our outside sales mentality and our inside guys having the ability to recognize people who are buying paint on a daily, weekly, monthly basis. And that’s where we’re really focused.

The B2B trades sales.” This mobility turned out to be a huge asset as Covid hit, shutting many storefronts down and limiting capacity in others. It allowed them to capitalize on their newly minted e-commerce platform and try their hand at online sales.

In a stroke of luck and good timing, Doug’s son had just finished working on a website through the Shopify platform with Kelly Scott of Barrydowne Paint when whispers started circulating about the airborne virus. “[My son] had been working with us the previous summer and he pushed us into that realm.” Doug had attended a seminar Kelly gave at one of ALLPRO’s Fall shows and liked what he heard. When the website launched in January of 2020, Doug admits he didn’t know what to expect. “And then COVID hit, and the timing couldn’t have been better because we were delivering orders to not only homeowners but some businesses that didn’t want to go into the store. We definitely see it as a wave of the future.” As independent retailers, Doug acknowledges he doesn’t have the resources to snatch up market share with storefronts alone. Instead, he hopes to combat that with the convenience of being able to shop online. “We’ve been delivering for years, so we’ve just added some additional stops. We’re hoping that really continues to grow because that gives us a chance to [build revenue] without having those convenience objections.” Here, Doug is referring to smaller paint contractors who would like to buy local, but don’t have the time or energy to give up the convenience of delivery. “We believe we can provide that kind of service relatively easily with minimum additional capital.” Right now, the online sales aren’t a huge revenue stream, but Doug sees the needle moving and is glad he’s already well positioned to meet pending demand.

But the sudden reliance on technology and the challenges COVID-19 has brought on have not all been smooth sailing for Cincinnati Color. With a team predominantly in an older age category, he’s found some of employees reluctant to adapt

March/April 2021 | ALLPRO INDEPENDENT | 7

to “Zoom” culture. “It was hard,” admits Doug. “It’s a very physical job” and these are hands-on guys. When the pandemic was first declared, there were two employees considered high-risk due to pre-existing health conditions who opted to stay home for upwards of three months, pushing Doug’s weekly workload to 80 hours a week at some junctures. “But once those first two months of March and April were over we were pleasantly surprised by the influx of people doing work at home.” Commercial work, like their previously booming property maintenance sector, did not fare as well. With a primary clientele of restaurants, that segment was essentially dead in the water. “We look back, and what we were able to accomplish last year with major declines in certain stalwart segments of our business, we’re thankful for what we were able to do. Because the restaurants and other industries… that was just a horror story. We were down, but we were able

8 | March/April 2021 | ALLPRO INDEPENDENT

to maintain all of our employees and they were able to work as much as they felt comfortable working.”

When all is said and done, Doug feels fortunate for the foundations of success that had been laid over the years, and he’s keeping a keen eye on the market with intentions to expand. An unfortunate sideeffect of this pandemic is that many younger players in the industry will be looking to exit the market or be acquired due to extreme financial losses. “I see a lot of opportunity for companies such as ours who are financially strong and not leveraged. How much or how little of that we take advantage of is obviously going to be an evaluation of each opportunity or circumstance.” But in the meantime, as Doug, who sees himself as “the head of household” of his steadfast team, awaits the arrival of their centennial anniversary in the coming decade, Cincinnati Color is happy taking things slow and steady, reminding us that success in this industry is “a marathon, not a sprint.”

Q:

Wh at is it lik e wor kin g u n der Do ug D eif el? S ou n d s pr et t y gr ea t to us.

w h e r e ’ s yo u r g o - to s p ot i n yo u r c o m m u n i t y f o r f o o d o r e n t e r ta i n m e n t ?

MY WIFE HAS FOMO, AND SHE LOVES LIVE MUSIC. EVEN WITH COVID, WE’RE ALWAYS LOOKING HIGH AND LOW AND WE’LL GO ANYWHERE THERE’S LIVE MUSIC. Q: W h o i s your f u n n i e s t e m p lo y e e & why?

A: Eric, one of our outside sales guys. He just has a quirky personality. He always likes to stir the pot, so he gets a lot of chuckles from our employees as well as customers. He’s always trying to keep things light-hearted, which I appreciate because sometimes we get into stressful situations, and he’s always able to diffuse it.

Q: W h at’s th e od d e s t p r o je c t y o u ’v e ever he l p e d a c ust o m e r c o m p le t e ?

A: Being that we’re in the downtown part, there are a lot of older buildings. There was an old plaster wall in one of these old buildings, which could have even been built prior to 1900, and they were going through the renovation, they tore down this exposed brick. They left a big chunk of plaster that was in total disrepair, it had peeling paint. But this particular guy thought that it was a piece of art, so he was looking for a clear coating just to seal it down. We offered things that made sense but he didn’t want to spend that kind of money. We ended up using just a regular satin neutral base without any pigment in it. And I think if most people walk in, they would wonder why, but to him it was art. So now it’s preserved forever. In my opinion, it was just a very odd thing to keep.

But to each their own!

“As a boss, I view our operation as family. I am kind of the head of household in the way that I would view it. I am very approachable. We reach out and ask our guys for thoughts and improvements. They are doing some of those things on a daily basis. We allow a lot of input from our employees in their areas because they may see an opportunity based on how things are going dealing with a particular segment and I’m not doing that on a regular basis so it wouldn’t come to me.

We have meetings, we talk about the opportunities.

It’s very much a give and take management type situation. It’s very much a collaboration.”

On Givin g B ack t o Cin cin n a ti “We’re in a good metropolitan area so there are many opportunities to give back. We’ve done projects with the Cincinnati Reds where we’re painting in a rough part of town, where we’re redoing a playground. We do a lot of stuff with athletics—we’re a very athletic family, especially with my kids playing high school and college sports. We’ve given to a couple of the local high schools’ athletic programs and we sponsor youth baseball teams. That’s kind of where we give back to the community. More to the youth. And trying to take part in any projects that are presented to us for any of the less fortunate areas of town.”

March/April 2021 | ALLPRO INDEPENDENT | 9

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DAILY MIX | ALLPRO TALKS

ALLPRO

TALKS With Matthew Rossi Since 2007, Rossi Paint Stores has been thriving under the direction of fourthgeneration family member, Matthew Rossi. We sit down with Rossi to discuss Allp r o i n dependent : w h at wa s yo u r f i r s t j o b ?

Matthe w R o s s i: I was a lifeguard during

high school summer breaks -- getting paid to sit by the water in a bathing suit. I’m still not sure why I left that job.

AI : W h at i nf l u e n c e d y o u t o wo r k i n the p ai nt busi n e s s ? D i d y o u a lwa y s w ant t o j oi n t h e f a m i ly b u s i n e s s ?

MR: I can’t say that I did, but I always knew I wanted something interesting for a career. Truthfully, I fought the idea when I was younger. Growing up I can remember elementary school classes where we told everyone what our parents did. After telling a teacher that my father had a paint store, there was always the follow-up, “Do you want to work for the family business?” After college, it was really the opportunity that piqued my interest.

AI : G i v e us a bit o f y o u r c a r e e r h i s t o r y i n t h e p ai nt bu s i n e s s .

MR: I went to Seton Hall University, which was 10 miles from my family’s store. I worked weekends to earn some spending money, then summers. After four years, I sat down with my father and told him I wanted to jump in full time if he was okay with expansion.

14 | March/April 2021 | ALLPRO INDEPENDENT

his involvement in ALLPRO, insight into succession planning, and how the company has expanded from two to six stores and a distribution center under his leadership.

Originally, we were two locations. Since going full time, we have added four retail locations and one warehouse location, bringing us to seven. During that time, we added an outside sales staff, and are now up to 12 delivery vehicles. So, there has been a good mix of vertical and horizontal growth.

AI: You ar e a f ou r t h - gen er at ion member of R os s i Pain t S t or es . Wh at is t he key to s u cces s fu l s u cces s ion plan n in g when it comes t o a f amily b u s in es s ?

MR: The real trick is that your goals have to be aligned, which anyone will tell you can be difficult in a family business. It’s easy to get wrapped up in the infinite number of decisions in a small business, and I like to step back and look at the big goals. But I’m 35, so truthfully succession planning is not something I’m thinking about much these days.

AI: Wit h s ix compan y- own ed s t or es and a d is t r ib u t ion cen t er, you h ave s ignificant exper ien ce wit h expan s ion s . An y wo rds o f wis d om for a s u cces s f u l expan s io n?

MR: Great employees are a must. And partnering with vendors is something that has helped us. Vendors want to work with companies who are growing and loyal. Also talking with people who have done it. ALLPRO is such a great forum for these points. You can meet key

vendors, executives, and experienced dealers large and small willing to share.

AI : H ow d o you m a n a ge m u lt i p le s t o r es ?

MR: We have great employees - that’s key. I try to always be accessible to them. It’s a business of a thousand decisions every day in the stores. I can’t be there for everyone. I make a point not to micromanage the stores, while at the same time there’s no question too small for an employee to ask me.

AI : W h at’s your b u s i n e s s p h i lo s o p h y ?

MR: At Rossi Paint Stores we are about service. We always think about the value of the customer, not the value of a transaction.

AI: Tell us a bit about Rossi’s history with allpro MR: Rossi was originally part of Midsouth, so we came over when they merged with ALLPRO, which was before my involvement with Rossi’s.

What I can tell you is, when I got to the point professionally, where I had to understand the ALLPRO relationship, it was like Rossi’s was part of a secret industry club. Better pricing from vendors, added discounts/ rebates, exclusive items, centralized billing, shows with offsets for travel costs. Why would any dealer not want to be part of this group?

AI : H ow h as i nvo lv e m e n t i n t h e gr o u p benef i te d th e b u s i n e s s ?

MR: Everyone will tell you ALLPRO has two main benefits. Vendors offer deals and programs exclusive to ALLPRO. Secondly, getting to network with dealers all over the country to share ideas with.

AI : H ow d oe s you r s t o r e u t i li ze /le v e rage t h e AL L P RO brand ?

MR: Our stores know that when we have the option to sell an ALLPRO item that there are so many hidden benefits. At paint stores we solve problems - our products are solutions. When giving a customer a product/solution in an ALLPRO branded item, that

customer won’t find that same solution at a big-box store or a national chain. We are also confident when selling an ALLPRO branded item because the quality and pricing is pre-vetted by the ALLPRO board and sundry committee.

AI: Wh at is you r favor it e ALLPR O branded pr od u ct ? Why? MR: Rossi’s does a great job with the ALLPRO private label caulk.

We have ALLPRO Pro 40 caulk manufactured for ALLPRO by DAP and the ALLPRO Pro Stretch manufactured by Tower Sealants.

What’s interesting in this example is that we have two different manufacturers both making ALLPRO caulk. But to the consumer it is one brand we are building trust in. Not to mention how the ALLPRO name gives us consistency throughout our store.

AI: T ell me ab ou t t h e con n ect ions o r r elat ion s h ips you h ave cr eat ed thro ugh t h e pain t b u s in es s .

MR: Michael Beaudoin, of course. Somehow Michael did business with my grandfather, my father, and now me. I guess he never ages? He even brought me skydiving a few years ago! But everyone on the ALLPRO team is great. Joe, Scott, and Tim all respond with lightning speed on any topic I throw at them.

On the dealer side, there are too many relationships to list. Here’s a great example: Two years ago, when Rossi’s was developing our warehouse strategy, Elliot Greenberg from J.C. Licht was so open to showing us how they operate their warehouse. He even gave me a great tour.

AI: Wh at ar e you r b u s in es s goals fo r 2021?

MR: There are a few markets we have had our eye on, so there is always that. And there are a few logistical changes with how our deliveries route now that we have an operational central warehouse. Most of all, I hope we can safely get back to our monthly in-person team meetings with our managers and sales reps.

F a st f ac t s : Fa

T ALKS SK F ace b oo k o r i ns t a g r a m? i n s ta g r a m

@ r o s s i pa i n t

f avor i t e pa i nt c o lo r ?

n e u t r a l c o lo r s w i t h b o l d wa l l pa p e r h a s r e a l ly p i q u e d m y i n t e r e s t l at e ly .

B ooks o r M ov i es ? movies

M or n i n g per s o n o r ni ght owl? morning

March/April 2021 | ALLPRO INDEPENDENT | 15

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MARKETPLACE | BRANDING STRATEGIES

The branding bible Consistency + Communication in the time of COVID-19 t’s no secret that this pandemic has changed the advertising game. 2020 marked a cataclysmic shift of epic proportions, a shift that has left many small independent businesses scrambling. A big reason for this is that many of us got our start in this industry during a time when the only branding opportunities came when real-live people came into our stores and our merit was judged based on how we treated the customer, and whether that customer would extend a recommendation to a neighbor or a friend. Relying primarily on word-of-mouth and community values was enough back then, but with today’s consumer trends placing more emphasis on e-commerce as a means of staying competitive and more big-box retailers buying out the little guys, those tried and true tactics can’t help but come up short. It’s never been more critical to set your business apart.

That being said, this doesn’t mean you have to reinvent the wheel.

The same things that have always made a strong business are still key motivators for shoppers: great customer service, fair prices, and a good selection. Adapting to the current climate and appealing to a wider audience isn’t about diverting energy away from those efforts, it’s about translating those strengths and values into a language that can actually reach and convert potential customers.

If you’ve resisted the relevance of brand-building up until now, this probably seems like a daunting task. But it is looking more and more like a necessary one. Even if COVID were to disappear overnight, it feels unlikely that the changes it catapulted within the retail industry would disappear along with it. The consumer has adapted, and it’s up to us to meet their expectations.

Generally, today’s consumer understands the value in shopping local, and the majority would actually prefer to wield their purchasing power in that direction rather than purchase goods

20 | March/April 2021 | ALLPRO INDEPENDENT

from a big-box dealer. The challenge lies, then, in first winning their attention, and then gaining their loyalty and trust. This is where branding becomes the greatest tool at your disposal. Branding is your opportunity to demonstrate your unique value and image to potential customers on a consistent basis.

Beyond building awareness and gaining exposure, a great strategy also seeks to educate, inform, and inspire the ideal customer. When done right, this means branding becomes about creating the ideal customer rather than just finding them. This follows the trend of marketing departments taking on the role of publishing houses.

In order for a customer to understand the value of your services and products, they need to first grasp the basics of your industry. Teach them how to use your business to their advantage, and you’ll have a customer for life. This can be done a variety of ways: • Update your website to include a clear “About Us” section which provides an overview of your company’s values, expertise, and services offered.

• Create a blog where you share industry news, recent trends in home décor and color palettes, or DIY projects that shoppers can complete at home during quarantine.

• Beef up your social media strategy with the intention of sharing customer’s paint applications and creating a community around your brand.

NOTE: Digital marketing can be intimidating, but once you have established a few channels, it’s just about recycling content and adjusting it to fit each platform. The idea is to establish yourself as a trusted resource for your customer to turn to for support, guidance, and expertise. Essentially, this is the same approach you already take to customer service in-store.

FIND YOUR VISION + VOICE Clarify your vision, voice, and values by preparing value statements, aligning your brand with a particular quality. A great way to articulate these value statements is by creating clear parameters within which your brand should play. Here’s an example: “Our brand is confident, but never arrogant.”

These clearly defined borders help to keep all customer-facing individuals or communications on message, leaving little open to interpretation. It also anticipates the ways in which particular qualities can be miscommunicated, or what missteps should be avoided in branding endeavors. These value statements should be used for internal use exclusively, or, as a means of working out what exactly your brand should stand for.

The first rule of branding is an easy one. It’s all about consistency. Clarify your values, your vision, and your voice, and ensure all customer-facing messaging reflects them. Invest in a logo re-design and capitalize on it. Slap that logo on everything from custom pails, brushes, and tools, to t-shirts, stickers, and paint sticks. Place your logo on reusable totes for shoppers, available for purchase at check-out. The modern consumer is looking for a personalized shopping experience, even when shopping online. Create custom thank you cards to place inside curbside or online orders - take this a step further with a call to action like asking for a review, a follow, or joining your loyalty program (see page 24). Use every interaction with a customer or potential customer as a chance to show them who you are. The more visibility, the better your brand awareness.

It may seem like overkill, but it’s just good business.

March/April 2021 | ALLPRO INDEPENDENT | 21

MARKETPLACE | BRANDING STRATEGIES

Talk to vendors and local tradespeople about cross-branding opportunities and partnerships. It can be as simple as placing two logos on a t-shirt or as in-depth as a social media giveaway. When you’re looking for exposure, every eyeball counts!

DON’T GO IT ALONE One of the most important resources you have at your disposal is each other. Don’t underestimate the wealth of information, experience, and expertise coursing through the veins of the vast ALLPRO network. With industry professionals spread out across North America (and even a few overseas), there is no shortage of advice to seek out. We’ve seen the way our members have leaned on one another for support, and that’s truly been one of the silver linings of this tumultuous year. Remember that we have members who opened their doors in the 1800s, members with centuries of experience under their belts. Every story shared is another lesson learned.

22 | March/April 2021 | ALLPRO INDEPENDENT

AT HOME MAGAZINE Another way to position yourself well in a market already saturated by brands competing for attention is to create custom branded content, a complete entity that captures the essence of your products and services and its applications in the real world. Despite the rise in digital marketing, there is still value in print, particularly when it speaks directly to your brand. ALLPRO offers a co-op program to its members that assists them in the creation of a custom-branded lifestyle magazine. Published bi-seasonally, At Home Magazine features a range of content catered to the ideal paint customer.

It features interviews with popular interior designers, inspiring interiors, home-owner hacks, recipes, and more. When you sign up for At Home, you’ll have the opportunity to choose from a library of over 70 popular articles, each outlining different uses for popular products you already have in-store.

You’ll also work with an editorial team to develop four custom pages that help achieve your specific business goals.

Many members opt to outline store histories, profile star employees, or shine a spotlight on a local charity they support.

The final product will include ten pages of content customized to your individual brand, complete with logos, locations, and contact information. In addition, your store’s name will also appear on the cover. Not only does this work toward the goal of educating, inspiring, and entertaining your customer, but it also helps solidify your brand as a professional and polished entity, capable and competent in the field.

To learn more about At Home Magazine or sign up for our next issue, email projects@galloncreative.com

HOW TO USE AT HOME EFFECTIVELY:

MAGAZINE

• Keep a display near your check-out for customers to grab and browse as they wait in line.

• Place a complimentary issue in each outgoing order as a thank you. Have sales associates familiarize themselves with the content, use it as an in-store resource for customers seeking inspiration, hoping to tackle similar projects, or looking to use similar colors.

• Bring copies to community centers or local hubs to pique passersby’s interest.

• Repost digital assets onto your social media feeds (these digital assets are made available after the issue’s launch to all retailers who sign up).

Regardless of the approach you take, branding is a crucial component of running a successful business. The good news is that with a solid network of resources and support backing you, it doesn’t need to be a solo undertaking.

March/April 2021 | ALLPRO INDEPENDENT | 23

STARTING A CUSTOMER LOYALTY PROGRAM oyalty. It’s the most important aspect of any relationship with your spouse or significant other, your beloved Labrador, and even your customers. Chances are you’re already a member of a few customer loyalty programs. Perhaps you collect Air Miles, earn Starbucks reward stars on your mobile app, or are awarded badges every time you reach a new milestone in the Nike Run Club. These popular loyalty programs are excellent marketing strategies that reward faithful customers who regularly engage with a

brand or company. In turn, their habits generate increased and recurring revenue and steady growth for businesses. According to research from Accenture Interactive, retail loyalty is a big business, with members spending 12 to 18% more than other customers. If you’ve experienced a downturn in consumer spending due to COVID-19, now might be the time to build loyal connections with your customers. So how do you encourage customer loyalty and increase revenue? Follow these steps to start your own Customer Loyalty Program.

STEP 1 : U NDE RS T A N D Y O U R A U D I E N C E Examine your customers and their buying habits. How long have they shopped at your store, what products do they usually buy, and how much profit does your company earn on their transactions?

According to Barrydowne Paint’s Kelly Scott, knowing your audience is key to determining whether a loyalty program will work for your business.

“Which are the customers in my store that this is going to fit? Is it going to be for contractors, or is it going to be for retail customers, or for both?” asks Scott. At Barrydowne Paint, shoppers are awarded points for purchases, product reviews, and social media sharing that can be used on free products and exclusive discounts.

a customer has paid in. “When you’re budgeting for a program like this, you’re working backwards off of the money the customer has already given you.”

I D YOU K NOW? According to bdc.ca, 20% of customers D are typically responsible for 80% of a company’s revenue.

STEP 2 : SE T G OA LS Plan what you want to get out of the program. Are you hoping to meet a long-term business goal? Increase customer spending by a certain amount? Or increase purchase frequency? Better retain key clientele? Or simply add value for your customers? Consider what your loyalty program objectives are so that you’re able to navigate strategic decisions, program design, and manage the program effectively.

STEP 3 : ST I C K TO A B U D GE T While it costs significantly less to sell to existing customers than to acquire new ones, you’ll still have to devote dollars to marketing and managing customer retention. Determine how much you want to invest in your customer loyalty program and stick to your budget.

“First and foremost is deciding how much the loyalty is worth to you.” Scott says. “And how much margin you are willing to give up.” According to Scott, Barrydowne’s program only pays out once

24 | March/April 2021 | ALLPRO INDEPENDENT

S T EP 4: CR EAT E A R EWAR D S YS T EM As you already know from the slew of punch cards in your wallet, customer loyalty programs are nothing new, but they are effective.

What kind of system will work for your store? The program should be more than just about the money - it should represent your company’s values and strengths. And the system should be simple and straightforward.

“On the surface, a customer loyalty program needs to be simple for a customer to understand, but underneath the surface, rewards and loyalty programs are actually unbelievably complicated if you build them to really drive certain factors,” Scott says.

PR O T IP: Go beyond rewarding shoppers for purchases and show your customers that their actions, like sharing social media content, subscribing to a newsletter, or reviewing a product is also valuable.

Barrydowne Paint provides customers with reward points when they not only purchase products, but ‘like’ the company on Facebook, follow them on Instagram, and simply celebrate a birthday. Bonus!

When customers invite friends, family, and followers to Barrydowne Rewards, they will receive exclusive discounts on purchases when their contacts place their first purchase.

“The referral program is amazing because if you buy it from me and now, you’re done with all your projects, I might not see you for another five years. That’s just the cycle of buying paint,” explains Scott. “But I want all your friends, your mom, I want your whole network. And so, if I have a referral program, I have a mechanism for actually creating a rewards program that also finds new customers.”

STEP 5 : E NC OU RA GE E N R O LLM E N T Your sales staff is one of your company’s greatest assets. Ensure your people understand the new loyalty program and champion it.

“You need buy-in from the front-line team, because those are the ambassadors of the program,” explains Scott.

The opportunity to enroll in the program should be made available in person, online, over the phone, basically wherever business is conducted. And the benefits should be easy to understand.

PREMIUM SANDPAPER

PR O TI P : Scott says that once your customer loyalty program is ready to go, execute a launch that encourages shoppers to opt-in. “Get stickers and make sure that every can that goes out the door has a sticker about the program...because there is no better marketing slot than the top of the paint can,” Scott emphasizes. “And the other thing that is absolutely critical is to have a welcome bonus.” A sign-up bonus can be anything that encourages enrollment - 1,000 welcome points, a free paint brush, or a dollar amount or percentage off their first purchase.

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TOP 3 C U ST O M ER LOY ALTY P RO G R A M S While points programs may be the most popular, there are a myriad of other avenues to build loyalty with your customers. Here are a few of the most common program models: Poi n t s - Companies employ this model because it’s straightforward and easy for customers to earn and redeem.

Retailers can offer this style of program with a loyalty card, online account, or mobile app.

Popular Point Programs: Starbucks, Marriott, Sephora

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Ti er e d - Imagine you’re playing a video game and you really want to reach the next level. That’s what a tiered program encourages. It starts with a points program and once you earn one level of spending, you unlock a new level to even more product and service perks.

Popular Tiered Programs: Designer Shoe Warehouse (DSW), Uber Mi ssi on - Build customer engagement and promote your company values with a mission-driven program. Connect with your customers and encourage repeat purchases by supporting a cause you both believe in.

Popular Mission-driven programs: Ben & Jerry’s, TOMS

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More Customer Loyalty Programs to look into Spend-based programs, gaming programs, free perks programs, subscription programs, community programs, refer-a-friend programs, paid programs, and cashback programs.

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MARKETPLACE | SOCIAL COMMERCE

The Next Step in E-commerce

Social Commerce

How Scrolling Social Media Can Turn into Big Sales For Businesses

Need directions on your social commerce or e-commerce journey? Contact Roadmap at weareroadmap.com You are sitting on the couch scrolling through Facebook. A post pops up for the new kicks you’ve had your eye on with a BUY NOW button next to it. You press it, easily completing your purchase right inside the platform and providing

yourself (and the retailer!) with instant gratification. That is social commerce. Social commerce sells products within social media networks so it’s easy to engage Facebook and Instagram users and turn scrolling into sales.

WHY SOCIAL COMMERCE?

TARGETING YOUR AUDIENCE

Why not just direct your customer with savvy social media marketing or an intriguing post to your e-commerce site? According to Steve Whittington, President of Roadmap Agency Inc., because users are looking for a streamlined shopping experience. Every extra click encourages the shopper to abandon the purchase journey.

Social media demographic data can help your company tap into your target audience. And with almost 4.66 billion people online, as of October 2020, according to Statista, chances are your customers spend a portion of their day scrolling these sites.

“The idea behind social commerce is that they can buy directly within the platform without leaving it,” explains Whittington. “So, with social commerce, it becomes seamless because you’re already logged in. You’ve got all your info, you’re just a couple clicks away. When you have to go to another website, that becomes a barrier to buying.”

Social media tracks copious amounts of consumer data so you can target your advertising and posts and put the right products, services, and styles - everything from color trends to window coverings - at the top of your consumer’s feed.

“With all demographic data that is available, social platforms allow you to pinpoint your target market with razor precision,” says Whittington.

And while social commerce may be the next step in your successful journey in e-commerce, it doesn’t replace your company website and your traditional e-commerce initiatives.

Whittington suggests doing your market research and digging into customer insights before investing in social commerce.

E-commerce has revolutionized retail shopping. According to Statista, e-retail revenues are projected to grow to $6.54 trillion US dollars in 2022, up from $3.53 trillion in 2019, and for good reason. The benefits are basically endless - e-commerce removes geographical limitations and travel time, makes searching for a product simple, provides plenty of merchandise information (more than most employees are able to impart), is available 24/7, and attracts new customers with search engine optimization. Any business that jumped on the e-commerce bandwagon pre-pandemic and during COVID-19 knows just how profitable and convenient online transactions can be when customers can’t enter your physical store.

BEST SITES FOR SOCIAL COMMERCE

If your business has embraced e-commerce, experienced the advantages, and is ready to target a specific audience, social commerce may be right for you.

28 | March/April 2021 | ALLPRO INDEPENDENT

“If your target market is, for instance, 55-year-old males and up, and you’re selling industrial paints, social commerce might not be the right fit. But, I mean, if you’re trying to sell some sort of metallic paint that’s really amazing for doing street art, well, then, that might work.”

It should be no surprise that Facebook and Instagram are the top contenders when it comes to social commerce. As the most popular social platforms, they’re also the leading sites to offer the “shop now” button while you scroll.

If you already have a Facebook Business Page to share company news, introduce new employees, and promote your new paint line, why not sell some of your product stock? Facebook Shop is customizable, with companies able to incorporate their branding, pictures, and complete product line. With more than 1.8 billion daily active Facebook

users, you’re opening your virtual door to a boatload of new customers.

Bonus! A single shop experience works on both Facebook & Instagram.

Speaking of Instagram, it’s the epicenter of inspiration. It’s both a fashion magazine and an online shopping mall. People log on to look at beautiful pictures and watch interesting videos. From researching travel destinations, to watching your niece’s first steps, to scrolling for the best bathroom reno reveal, Instagram is all about engagement. And an Instagram user survey reports that 60% of users find new products on the platform.

Instagram Shopping makes it easy for people to shop right in the moment of discovery. The platform offers a customizable storefront allowing people to shop directly on business profile pages and checkout right on Instagram, without leaving the app.

Pinterest is the latest platform to promote their social commerce tools and entice retailers to post shopping-friendly features. With the popular site being a go-to hub for DIY and home improvement enthusiasts, keep an eye on popular retailers like IKEA, Wayfair, and Lowe’s offering shop options on the platform.

COSTS TO CONSIDER Social commerce is a successful and cost-effective way for merchants to expand channels and visibility of their store, services, and products.

While using the platforms require merchant and platform fees, you’ll also need to consider the cost to create content and keep your online storefront active, updated, and engaging.

“The biggest cost that you need with any of these things, which people tend to forget about is that this is your storefront. It’s your 24-hour storefront and you need to constantly mind the garden, you have to be pulling weeds, you have to be adding a better description, you have to be making sure you have high quality photos,” says Whittington, explaining that time and expertise will be your largest investment. “Just as you have your traditional retail store and your e-commerce storefront, your social commerce storefront needs attention, needs tending, and needs to be constantly updated.”

Whittington suggests integrating your e-commerce engine directly into your social commerce store.

“The big trend that’s happening is that one of the leaders in thee-commerce space is Shopify, and some of the major e-commerce engines are integrating directly into social commerce, so the e-commerce engine will power your social commerce page. It allows for a single source of truth.”

According to Whittington, the benefits of integrating e-commerce and social commerce include time and ease of managing all platforms and products, and a better customer experience.

“So that’s the evolution of what we see happening - it’s all becoming one big platform.”

SOCIAL DOESN’T SIMPLY SELL Share information, inspiration, & personal anecdotes Information - Never underestimate the power of a how-to video or advice from an expert sales associate. Promote more than just merchandise on your social channels with a post on top trends in window coverings or insider tips on the best color combinations.

Inspiration - If you want followers to engage with your content, make sure your post personally connects and inspires them. Instead of promoting the latest paint product, showcase the hottest color of the year or the latest in wallpaper. Beautiful pictures, doable DIYs, and amazing before and after photos will get your followers excited about your brand and inspired to engage.

Personal - Social media influencers are all the rage right now. They’re real people who have built a reputation for their insight and expertise on specific topics and make posts to generate buzz and promote products. The personal approach of a local home interior consultant, prominent DIYer, even a star staff member, can help make your brand authentic and relatable.

EFFECTIVE INFLUENCE: According to Instagram, 87% of people say influencers have inspired them to make a purchase.

March/April 2021 | ALLPRO INDEPENDENT | 29

MARKETPLACE | REVIEWS

Reviews, Referrals, & Rating systems How Customer Feedback Can Create a Better Bottom Line For Your Business Interested in a marketing strategy that could provide more return than a Superbowl-worthy television commercial? Consider your customers. Their opinions and reviews of your products and services are powerful retail tools.

When considering a major purchase or investing in a new product, there’s nothing we value more than public opinion. So much so, that

before buying, many of us will search out feedback from friends, read multiple reviews, check social chatter, and scan the number of stars a certain product has received.

To boost your brand, establish credibility and trust, and build your business, consider these ways your customers can communicate positive product and service experiences.

WOR D O F MO U T H Word-of-mouth advertising may be traditional, but it’ll never go out of style. It’s tried and true - consumers value personal endorsements and trust people over brands. According to Nielsen, 92% of people trust recommendations from friends and family over any other type of advertising.

When a loyal customer believes in your brand, they will go out of their way to promote your mission and boast about your business to their friends, family, and social media followers. They’ll use it in daily dialogue, telling others about your superb sales team during sporting events and recommend your five-star products at business luncheons. These consumers bring brand credibility, awareness, and authenticity to your product.

ZenDesk research report, 88% of customers have been influenced by an online customer review when making a purchase decision.

Whether it’s an online testimonial, influencer’s endorsement, or an additional star rating, positive online buzz is good for business. And an online review doesn’t need to be a big time commitment. Consider a quick star rating on certain products and services -- it’s easy, is familiar to almost everyone, and can aid in the decision-making process for your customers.

ONLI N E REV I EWS Online shopping is transforming the way consumers research, compare, and ultimately purchase products. And with the rise of social media, shoppers have stronger, more impactful voices than ever before. An online review -- or lack thereof -- is powerful when it comes to prompting a shopper to buy a product. According to a

D I D YO U K N OW ?

Customer reviews aren’t just good advertising techniques.

They can also be used to identify flaws or room for improvement.

30 | March/April 2021 | ALLPRO INDEPENDENT

R E F E R R ALS The most cost-effective way to acquire new customers is through referral marketing, or by getting your biggest fans to motivate their friends and family to shop at your store. Referrals go beyond wordof-mouth marketing to encourage actual engagement. And more than likely, there are incentives attached for both shoppers.

Have you ever received a promo code or discount on a service or a product from a friend? Or been encouraged to refer a friend to earn points? If so, you’ve been part of referral marketing. According to Social Media Today, 54% of companies using referral programs say that the system has a lower cost-per-lead than other channels.

NOW YOU CLEAN IT

Customer Incentives Want shoppers to speak well of you -- on and offline?

You’ll need to dangle a pretty juicy carrot to get them to take action and write a glowing review or refer a friend.

Here are some ideas.

NOW YOU DON’T

POIN TS If your store has a rewards system already in place, consider offering extra points to customers willing to participate in a referral program or write a review. Barrydowne Paint customers earn 50 points for reviewing a product and $15 off their next purchase once a referred friend completes their first purchase.

CR EDI TS A N D CO U P O NS Speaking of $15 off… not only do credits and coupons reward customer loyalty, but they also encourage repeat purchases. These incentives are most valuable when you know the customer is going to make continued purchases on products like paint and supplies.

CUSTO M REWA RDS Go beyond the conventional sales transaction and encourage participation with a complimentary paint brush or an invitation to an exclusive loyal shopper soiree. Brainstorm ideas that work for your business and see what works for you and your clientele.

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DAILY MIX | EMPLOYEE SPOTLIGHT

ALLPRO Employee Spotlight:

Jay Reighard

Join ALLPRO in congratulating Jay Reighard on his new position as Manager of our Distribution Centers!

ay Reighard brings years of experience working within the ALLPRO circle of independents as he steps into his new role as manager of our three, soon to be four, distribution centers. Jay grew up in Pennsylvania’s Chester County, where he enjoyed a young boy’s usual pastimes of hunting and fishing whenever he wasn’t participating in high school sports programs. Jay went on to graduate from Albright College in Reading, PA, securing a job in a large agri-business, where he traveled amongst Maine, Vermont, Massachusetts, and Upstate New York as a part of his responsibilities. While working in New York, he met his wife, Maryann (this year they celebrate 40 years of marriage!), and the mother of his three children (who have since grown up to have their own).

After 10 years working for Pratt & Lambert, Jay considered himself ready to hang up his hat, retiring in 2014 to Southern California.

“But after 2-1/2 years of playing golf every day, I was thrilled when ALLPRO called me out of retirement in 2017 to help them start up the West Coast Distribution Center.” Ever committed to the ALLPRO cause, Jay traveled to meet each member that would benefit from the new DC during the start-up process. “I found that interacting with my old friends (ALLPRO members) was much more invigorating than retirement, so once the DC was operational, Mike Beaudoin carved me out a West Coast territory and I joined the Business Development Team.”

Jay and Maryann then left her native New York so Jay could pursue a career in the paint brush and roller manufacturing business, moving with the whole gang back to Pennsylvania and working for Bestt Leibco. Jay and his entire family loyally attended each and every ALLPRO show, creating strong ties within the ALLPRO circle that extended beyond just himself, sharing “My wife and children still have close ties to many members, suppliers, and their children.”

Jay served generously as a Business Development Manager until November of 2020, when Jay and his wife Maryann packed up once again and drove across the country to Tampa (their two faithful pups riding shot gun), where he stepped into his new role. Jay takes a member-first approach to his responsibilities, always keeping in mind the people impacted by every decision. As manager of our distribution centers, Jay will oversee inventory, ensure dispatching processes are optimized, stock levels are maintained to ensure orders are quickly fulfilled, and organize special pool buys and quarterly promotions with supplier partners through the distribution centers as an added benefit for members.

In 2004, Bestt Liebco was sold and Jay accepted an opportunity to head up Pratt & Lambert, marking his first official role within the paint industry. “That allowed me to stay close to independent retailers,” explains Jay, emphasizing his affinity for the community that has built itself around the ALLPRO brand, “many of whom where the same ALLPRO members that I had called on for many years.”

Jay is looking forward to continuing his work with the Tampa team and making sure every member’s experience goes as seamlessly as possible. “I am loving being a part of the ALLPRO Tampa family, where we work 24/7/365 helping members navigate through their challenges. There isn’t a day that goes by that I [don’t remember] that working in a job that you love beats playing bad golf every day!”

34 | March/April 2021 | ALLPRO INDEPENDENT

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No matter your client’s preferences, all of our solar and roller fabrics are fashionably on trend and offer customized light control. Plus, with so many openness and opacity options, we have the light control solutions to suit your clients’ needs. And don’t forget! We recently improved the light gap on Graber Solar and Roller Shades—for an even better experience.

Better Fabrics for a Better World GRABER ECO-PERFORMANCE SOLAR FABRICS Our new Eco-Friendly and Healthy Home collections go above and beyond.

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TM

FLEX PRO 230 is an elastomeric sealant that offers unsurpassed adhesion, flexibility and 300% elongation.

When it’s flexibility you need….

ALLPRO is what you want!

Learn more at www.allprocorp.com

For product information call 866.897.7568 or email tech@towersealants.com

RAPID WALL REPAIR PATCH

NEW

AS EASY AS PATCH

Patch damage pressing firmly to ensure adhesion

Paint immediately using a paint roller

Remove clear protective layer by pulling pop-up tab

NO SPACKLING OR SANDING

PAINT

SUPERIOR FINISH

Finish by applying two additional coats of paint

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FINAL COAT | ALLPRO’S 2020 EXCELLENCE AWARD WINNERS

ALLPRO’s 2020 EXCELLENCE AWARD WINNERS ach year, Mike Beaudoin — in consultation with the rest of the ALLPRO team — selects the recipients of ALLPRO’s Excellence Awards which are awarded at the company’s year-end Christmas party. The award is given to employees (two to three individuals can qualify each year) who have made a significant contribution to our company, individuals who have exceeded the expectations of their roles and set themselves apart through their dedication to our business.

Although we carry immense gratitude and pride for everyone on the ALLPRO team who helped carry us through this past year, two individuals in particular stood out as shining examples of what excellence means to us. Cathy Saxe, our Systems Analyst from our Tampa Bay offices, and John Shingledecker, one of our Business Development Managers.

Cathy Saxe was successful in helping launch the virtual show, investing copious amounts of time to learn the new platform, building 85 booths for suppliers, designing the help desk, and customizing the entire look of the show so that it worked seamlessly with our industry. Cathy has been with the ALLPRO team for seven years now, crediting our sense of community for keeping her around, “We are all family, not employees. Each day is something new. I’m always solving

42 | March/April 2021 | ALLPRO INDEPENDENT

problems and never doing the same mundane task.” Upon learning she won the award, she was caught off guard, but excited at the same time, sharing, “It’s an honor to be acknowledged for such an award, I couldn’t have done it without my team!”

John Shingledecker is recognized for his incredible work in onboarding five new members, making each one ALLPRO brand bylaw compliant within months of joining the group—despite the constraints of the pandemic. He celebrated his 20th year with ALLPRO in 2020, but he had been a member for years in his past life as a store owner, bringing a unique perspective to his role, which he describes as a “chameleon-like role that is never dull.” Elaborating, he shared, “I truly enjoy the interactions and industry talks on how to become more profitable/relevant within our membership.” When John learned he would be receiving the Excellence Award, he was “extremely proud” understanding that this milestone was the result of “an entire team who has built a culture which is very rewarding to promote to dealers.” He added, “It doesn’t cost to join ALLPRO—it pays!”

We couldn’t be prouder of Cathy and John and we’re thrilled to be able to recognize their hard work and dedication. Congratulations to our 2020 recipients!

4946 JOANNE KEARNEY BLVD. TAMPA, FL 33619

SPRING SHOW DETAILS

MARCH 9-12 Join us for our 2021 Virtual Spring Show from March 9th - 12th For more info, please visit allprocorp.com