ALLPRO Independent Magazine: November/December 2025 by ALLPRO Corporation

Independent

WEST HILLHURST PAINT + DESIGN

Bringing color to Calgary through a mural partnership

GEOFENCING

Targeting smarter in the digital age

ALLPRO TALKS

Aidan McDonnell of Pat McDonnell Paints on leadership and legacy

SEMINOLE DECOR CENTER

WHERE FAMILY LEGACY MEETS DESIGN CREATIVITY

MICHAEL BEAUDOIN

Executive Vice President

AS WE ENTER THE FINAL TWO months of 2025, we look back on a year that could best be described as sluggish. For us, it began at the ALLPRO Spring Show in San Antonio. All the elements were in place for an exciting show: attendance was more than 1,400 (the second largest), good weather, and a great property. Yet the show carried a more subdued vibe than usual. We usually extend bar hours and keep venues open longer due to demand but this time, attendees just seemed content to go about their business. Tariffs – and the uncertainty they created – certainly played a role, but there was more to it than that. The subdued atmosphere set the tone for most of the year.

Once it became clear that the demand for the year was modest at best, the group shifted gears to running the business. This extended to our supplier partners as well. The focus turned to managing operating costs, understanding cost of goods (a moving target with more than 130 price increases), and figuring out how to cut

2025: A YEAR DEFINED BY STEADFAST RESILIENCE

“fat” but not muscle. Everyone looked for opportunities to gain market share but also calculate where to spend the money.

We saw this in both the spring and fall promotions where members were more selective in which opportunities to pursue. This also extended to ALLPRO and our distribution centers. We made careful decisions on where to spend the inventory dollars to give members the best advantage. If a deal was not compelling enough, we didn’t purchase.

The year had some consistency to it unlike 2024, when the bankruptcies of Kelly-Moore and True Value were followed by True Value’s acquisition by Do It Best. While 2025 saw PPG’s acquisition that created PPC, there were no major shocks or announcements – just a concerted effort by all to navigate the market, run the business, and make smart moves with an eye toward the future.

ALLPRO conducted business in the same fashion. We were very methodical about finding new office spaces – having outgrown our current facility – and focusing on affordable locations that are close to the existing warehouse. We decided to make the move early next year rather than in 2025. We made investments in augmenting existing

systems, such as the member portal with the new payment portal rather than introduce a new platform. The other major investment was an upgrade to the distribution ordering sites, as the older ones were unable to support several of the updates.

With all the hard work that was accomplished this year, the dividends will pay off in 2026. If only a few things go our way, it will make a big difference. For instance, if it doesn’t rain 180 days in row in the Northeast, that area alone will have a boom in business with the built-up demand. Lowering interest rates should stimulate home sales, leading to an increase in demand for the paint channel. There is also the possibility next year that we enter an era of price stability, making it easier to focus on growing the business rather than managing the bottom line.

Whether 2026 ushers in a new spirit of optimism or it is another year of grinding through, we will continue to invest and evolve the group to enhance our stakeholder’s ability to compete.

Welcome to our ALLPRO family!

Please join us in welcoming HAMMOND LUMBER COMPANY of Belgrade, ME and HQ PAINT COMPANY of Grand Rapids, MI, to the ALLPRO family of independent retailers!

congratulations!

AUBUCHON HARDWARE has opened a new location in Richmond, RI; FLORIDA PAINTS has opened a new location in Sanford, FL and will be opening a new store, located in Orange City, FL; KING’S PAINT & PAPER INC. will be opening their third store, located in Santa Cruz, CA; MANTA PAINTS has added their fourth store, located in Paramount, CA; NORTHEASTERN INDUSTRIAL SUPPLY has added a new location in Farmington Hills, MI; RANDALL’S PAINTS LTD. has added a new location in Nepean, Ontario; RING’S END, INC. has added a new location in Stratham, NH; SPECTRUM PAINT COMPANY has added new locations in Ames; Cedar Falls; Des Moines; Hiawatha; Iowa City; Newton; Orange City; and Spencer, IA.

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 susie.fontana@allprocorp.com

BOARD PRESIDENT

Scott Herling

EXECUTIVE VICE PRESIDENT

Mike Beaudoin

VICE PRESIDENT OF MARKETING

Scott Morath

CHIEF FINANCIAL OFFICER

Jonathan Garrett

MARKETING MANAGER

Susie Fontana

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

and Alison Rosebrough of Seminole Decor Center.

Kearney Blvd., Tampa, FL 33619

Or contact us at: 813.628.4800 | allpro@allprocorp.com All publishing services provided by Gallon Creative www.galloncreative.com

Rosebrough, Co-owner of Seminole

shares her passion for wallpaper with her clients.

"It

began as sketching; now I do full-on renderings. It’s all by hand. No AI, no computer program – just my hand and a piece of paper.”

- Alison Rosebrough

Alison

Decor Center,

Alison Rosebrough, Seminole Decor Center

seminole decor center

ith a mother who was an artist and a father devoted to customer service, it’s no surprise that Alison Rosebrough has turned sketching into a powerful tool for bringing customers’ design dreams to life.

Rosebrough and her husband, Dan, own and operate Seminole Decor Center in Springfield, Missouri – a family business founded by her parents, Francis and Sharon Cates, in 1972. What began as a single paint store more than 50 years ago has grown into a local landmark, blending old-fashioned service with modern creativity.

“Decorating trends are always changing, but customer service expectations stay the same,” Rosebrough says. “When people came into our store, my parents gave them great service, and we continue that today.”

Like many ALLPRO members, Rosebrough grew up in the business. “I was two years old when my parents bought the store,” she laughs. “I basically grew up here.”

She and Dan married in 1993, and while Dan initially worked outside the industry at a golf course, fate (and family!) had other plans. In 1994, a store manager left, Rosebrough’s father offered Dan a job, and he’s been part of Seminole ever since. A decade later, in 2004, the couple officially purchased the store.

The Rosebroughs now lead a team that feels as much like family as employees – some literally family members – and they’ve stayed true to the values their founders established: integrity, trust, and respect.

One of Rosebrough’s favorite parts of the business is seeing how the store has become part of the community’s story.

“I love working with all our customers – many are children and grandchildren of longtime shoppers,” she explains. “We’ll hear, ‘My parents and grandparents have always shopped here – since the ‘70s, ‘80s, ‘90s.’ We get that every day. It’s amazing to have someone buy from us and share those memories.”

That multigenerational loyalty has been key to Seminole’s longevity –and something they work at preserving through high-quality products and knowledgeable service.

From Legacy to Creativity

While the foundation of Seminole Decor Center is built on service, Rosebrough’s creative prowess has propelled the store into a new era. Her hand-drawn sketches and renderings – often showcased on the store’s Instagram page – stop customers mid-scroll and get them through the door.

“My mom is an artist by trade, so sketching comes pretty easy,” she says. “When it became popular on social media and HGTV, I thought, ‘Well, I can do that.’ I started bringing it into the store as a service – customers loved it. It began as sketching; now I do full-on renderings. It’s all by hand. No AI, no computer program – just my hand and a piece of paper.”

The process begins with an in-home consultation. Rosebrough charges a fee to meet with clients to discuss everything from paint colors and wallcoverings to furniture, rugs, and cabinetry. “We talk about what they want, and then we talk budget – which isn’t the fun part, but you’ve got to do it,” she says.

Rosebrough uses her hand-drawn sketches to help clients envision their design dreams coming to life.

Back at the store, she assembles the ideas, sketches the design, and presents it back to the client. “[We profit] off what they buy from the store, so my services don’t cost a ton. We sell everything – the wallcovering, the paint – and we have contacts, so they buy everything I present through us.”

The reaction is often instant delight. “Clients say, ‘That’s exactly what I wanted!’ That’s the best part. It’s satisfying to see them so excited.”

Of course, not every project is simple. Rosebrough laughs about the expectations customers sometimes bring in after browsing Pinterest, watching HGTV, or generating AI concepts.

“AI is really difficult – it creates unrealistic ideas,” she says. “Or, they’ll come in quoting prices from a home show they watched 20 years ago. I have to say, ‘Girlfriend, this bathroom isn’t happening at that price.’”

Her straightforward honesty is part of what clients value. By managing expectations early, she builds trust and ensures projects move forward realistically.

The Power of Community

In 2022, Seminole Decor celebrated its 50th anniversary – a milestone Rosebrough calls one of her proudest moments.

“We had a big party,” she recalls. “People from the neighborhood came out, customers stopped by just to say thank you. My parents got us to 32 years, Dan and I got us to 50, and now we’re at 53. It was such a fun time – I wish we could do it every year.”

That sense of celebration and gratitude reflects the culture the Rosebroughs have nurtured – one that values relationships as much as sales.

The same could be said for Seminole Decor Center’s affiliation with ALLPRO. As longtime ALLPRO members, the company has benefitted from both product lines and people.

“We do sell a lot of ALLPRO products – it’s been beneficial for the store,” Rosebrough says. “But the biggest benefit is the friendships. Truly – so many good people. You go to shows, you hug people, you share life with them. When our grandbabies were born, I texted some of our ALLPRO friends right away. It’s all about the people – you can’t buy that.”

Always Evolving

Looking ahead, Rosebrough says she and her husband are always open to fresh ideas for keeping their store vibrant.

“We are always looking at new and fun ways to bring people into the store – our 50th anniversary party, sponsoring local events, sketching – those things work,” Rosebrough says. “I might learn something at an ALLPRO show that another member is doing, and we’ll bring it home.”

Social media has also become a powerful extension of their brand.

Rosebrough and her niece post sketches, project photos, and product highlights, often sparking conversations that lead directly to sales. “People screenshot things and bring them in,” Rosebrough says. “Social media is awesome. It can be dangerous, of course, but for the most part it’s super great. We’ve built a good little presence, and it’s fun to do.”

At its core, Seminole Decor Center is more than a paint and décor store. It’s a place where customer service still matters, where creative sketches turn ideas into reality, and where a family legacy continues to evolve with each generation of shoppers.

Fast Five Fast Five

Top paint sellers in the store?

Whites – Benjamin Moore, Swiss Coffee OC-45, Benjamin Moore, White Dove OC-17, and Benjamin Moore, Chantilly Lace OC-65.

Favorite recent project?

Right now, I’m working with a dream client who just says, ‘Sure, let’s do that!’

Current design obsession?

I’m super passionate about wallpaper. If you pick the right one, it can be timeless – 20 years later and it still looks great. It’s personal – when you walk in my house, you can tell it’s me.

Best piece of design advice?

Your house needs to work for you. If you’re not a big TV family, make your living room a reading space instead. Don’t do it just because it’s on trend.

Off-duty, where will we find you?

With our two little grandbabies. They’re the cutest babies you’ve ever seen – I want to be with them every minute. We also have a lake house nearby and love being outdoors. But if I have to pick, it’s the babies!

Alison

Rosebrough, Seminole Decor Center

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West Hillhurst Paint + Design’s colorful contribution to Calgary’s BUMP Festival

When Kyle Hansen bought West Hillhurst Paint + Design in 2019, he wasn’t just stepping into the paint industry – he was saying yes to making his community more colorful. Nestled in the heart of Calgary, Alberta, just a few kilometers from his home, Hansen’s Benjamin Moore–affiliated store has quickly become more than a supplier of paint and blinds. It’s become a catalyst for creativity, thanks in large part to its ongoing partnership with Calgary’s Beltline Urban Murals Project, better known as the BUMP Festival.

Launched in 2017, BUMP has grown into Calgary’s most expansive public art initiative, turning concrete walls and overlooked urban corners into massive, vibrant canvases. Each year, the festival commissions local, national, and international artists to create colorful murals and installations that bring new life to the city. By 2024, more than 360 installations had been completed, establishing BUMP as both a cultural event and a reimagining of what public space can be.

For Hansen, supporting BUMP felt like a natural extension of what his independent store stands for: personalized service, premium products, and plenty of creative possibilities.

A Different Path Into Paint

Unlike many independent retailers, Hansen didn’t inherit the family business or grow up behind the counter. His path to paint was unconventional.

“I worked as a wholesaler in the mortgage industry for years, and before that, I worked at the head office of a national sporting goods retailer doing inventory planning and forecasting,” Hansen recalls. “I had a mix of sales and inventory management experience, but I wanted to step out and do something on my own. When the opportunity came up to buy this store – just a few kilometers from my house – it felt like the right move for both business and family life.”

The timing wasn’t without challenges. Within a year of taking ownership, Hansen was navigating both the steep learning curve of a new industry and the upheaval of the pandemic. But with perseverance, a knowledgeable team, and steady investment in the store, West Hillhurst Paint + Design has flourished.

“We’ve really hit our stride,” Hansen says. “I’ve got a strong team, and each year we’ve grown in some way – new product lines, a major store renovation this year, and just smoother dayto-day operations.”

Building Community Through Color

Hansen’s involvement with BUMP started almost by chance. In his first year of store ownership, a muralist came in to buy paint and primer for a nearby mural project – a local coffee shop Hansen frequents. Curious, Hansen asked about the work.

“He told me about BUMP – a mural festival bringing in artists from all over,” he explains. “I went down to see his work, met more artists, and thought it was such a cool way to transform blank walls into something vibrant for the city.”

That conversation sparked a sponsorship. The following year, Hansen reached out to the festival and offered to help. West Hillhurst Paint + Design, with support from Benjamin Moore, became an official sponsor, providing discounted paint and supplies and even delivering materials directly to mural sites so artists could focus on their work.

“A lot of these muralists don’t know Calgary, so instead of figuring out how to get to a store, I’d deliver paint right to their mural site,” he shares. “That way, they could focus on creating.”

For Hansen, the partnership with BUMP has been as much about community as it has been about art.

“We’ve definitely gained recognition for supporting the festival. People in the neighborhood stop in just to pick up the festival guide or tell us they love what BUMP is doing. Some customers mention it while they’re shopping, and my staff often hears those conversations too,” he says. “Geographically, our store is close to downtown where many murals are, so the connection is strong. It’s opened up a lot of conversations and built goodwill with people who really value the festival.”

That visibility has translated into new relationships, including with artists themselves. “I call it ‘mural season,’” Hansen laughs. “Every summer, we get to see the art before it goes up. While my role is usually just dropping off paint, I feel connected to that creative community.”

Hansen is clear that community engagement, not profit, drives his involvement. “I tend to run at zero ROI on this,” he says. “We discount the paint, and any profits usually go back to the festival. The long-term gain has been relationships – some muralists are also house painters, and a few have become customers. More importantly, it’s just a fun, rewarding community to be part of.”

In a city like Calgary, Hansen believes initiatives like BUMP are essential.

“It’s artist-led, community-powered, and not dependent on public funding. That independence gives building owners and artists the freedom to create something meaningful, timely, and vibrant,” he says. “It transforms underused spaces into places people want to visit.”

Of the dozens of BUMP projects Hansen has supported, two stand out most vividly.

The first is “Pride in Bloom” by artist Kat Simmers – a seven-story rainbow mural created entirely with spray paint. “I told Kat, whatever you need to make that happen, I’ll supply the paint,” Hansen says, explaining that it’s an iconic mural for the city.

The second is a massive mural by Montreal artist Milkbox, created in partnership with Cirque du Soleil. Featuring whimsical clowns in pink tones, it took nearly a month to complete. Hansen often brought his kids along on paint deliveries. “They loved watching it come to life,” he says. “It’s along a main drive in Calgary, so we still talk about it every time we pass by.”

Advice for Fellow Independents

Asked what advice he’d give other ALLPRO members considering community partnerships, Hansen encourages them to get involved in whatever resonates locally – whether it’s art, culture, or another type of festival.

“If you appreciate it, play whatever small role you can,” he says, explaining that even if it’s just providing supplies or a bit of sponsorship, it connects you to a community you might not otherwise reach.

West Hillhurst Paint + Design may sell paint and blinds, but thanks to Hansen’s vision, it also helps transform Calgary’s cityscape into something bold, bright, and beautiful.

Earbugz Collective

Waposhpyii

Kate Beck

Support Arts in Schools:

Schools and community center programs often bring professional artists into classrooms to create projects with students and inspire the next generation of artists. Providing paint, brushes, or even small grants goes a long way in supporting these initiatives and ensuring young artists have access to quality products.

Partner with Local Festivals: Explore the art, cultural, or music festivals in your city or town and consider offering discounted paint or supplies for murals, stage backdrops, or festival projects. If no festival exists, start with a mural by a local artist – and don’t forget to showcase it on your store’s social media to generate buzz.

Bring Color to Your Community Color Across the Country

Wide Open Walls: Sacramento, California

Buildings and alleyways are transformed throughout the metro area by local, national, and international muralists.

Up Here Festival: Sudbury, Ontario

An independent celebration of urban art and emerging music, Up Here converts the downtown core with public art like murals, installations, and art in unexpected spaces.

Paint Louis: St. Louis, Missouri

The graffiti and contemporary art world come together for the world’s largest graffiti festival, painting one of the longest murals in the world.

Brighten Public Spaces:

Work with your city to revitalize bus shelters, underpasses, or utility boxes through artist-led projects. Many communities host “paint-the-bridge” or “paint-the-playground” events that combine artists with volunteers –a perfect way for retailers to contribute while building goodwill.

Collaborate with Arts Organizations: Community theatres or performance groups often need fresh sets, backdrops, or thematic signage in large spaces. Partner with local arts organizations to sponsor an upcoming show or support your neighborhood gallery or art walk with paint for installations or displays.

Host an Art Contest:

Launch a “Paint Our Town” contest where local artists submit mural ideas for a blank wall, with your store supplying the materials for the winning design. Make it annual, and it can become a signature community event tied to your store.

HUE Mural Festival: Houston, Texas

This festival features multiple styles of art, bringing color and art to districts in Houston.

Beyond Walls: Boston / Lynn, Massachusetts+

Beyond Walls introduces public art, curated experiences, and outdoor museums into the fabric of communities by partnering with local community members and experts to design, produce, and manage collaborative projects and programs.

Denver Walls: Denver, Colorado

Held in the RiNo (River North) Art District, Denver Walls is an immersive art festival highlighting murals, projection mapping, and augmented reality from local and international artists.

ViBe Mural Festival: Virginia Beach, Virginia

The event follows a 10-day timeframe for muralists to complete their designs, while providing the public with ample time to explore and meet the artists while they work.

Murals in the Market: Detroit, Michigan

This festival reunites the city’s creative community with new murals, panel talks, live installations, exhibitions, all culminating in a citywide celebration.

Adam Zhu

Images: iStock and

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WHY CLEMENTS CHANGED TO AN INDEPENDENT SOFTWARE PROVIDER

“Change doesn’t have to be disruptive. With Rundoo’s step-by-step onboarding, the transition felt smooth. Staff adopted it quickly and when the frontline prefers the system, managers can move forward with confidence. The best part? The business never slowed down. Operations kept running while improvements went live.”

– Ash Ebbo, Clements Paint

“Switching POS doesn’t have to be painful. Rundoo proves it.”

Allpro Talks Allpro Talks

WITH AIDAN MCDONNELL, Executive Chairman, Pat McDonnell Paints

For Aidan McDonnell, paint is part of his family legacy. Having grown up in Pat McDonnell Paints, McDonnell worked his way from the warehouse to the sales counter before stepping into leadership as Executive Chairman. Today, McDonnell balances the demands of running a nationwide business with the values instilled by his father: staying close to customers, leading from the shop floor, and keeping people at the heart of every decision.

ALLPRO INDEPENDENT: WHAT WAS YOUR FIRST JOB?

Aidan McDonnell: I’ve only ever worked in Pat McDonnell Paints. Like many family businesses, I started young – spending any spare time in the store, doing whatever needed to be done. Over the years, I worked my way through every part of the business: from the warehouse to deliveries, then onto the sales counter. It gave me a solid grounding and a real appreciation for the company from the ground up.

AI: WHAT IS YOUR CURRENT POSITION? TELL US ABOUT YOUR HISTORY IN THE PAINT INDUSTRY.

AM: I currently manage our Centrepoint Store in Cork and also serve as Executive Chairman of the company. My career has grown alongside the business. In the early 2000s, as we expanded outside Cork, I spent 12–18 months in each new store helping to get them established and supporting the growth of their teams and managers. After six years away from home, I returned to Cork in 2006 to focus on operations.

When the financial crash hit in 2007/8, we faced an extremely challenging period that required difficult decisions. It was a steep learning curve, but the resilience and loyalty of both our staff and customers helped us through. Coming out the other side of that period shaped me, and it’s what led me into my current role.

AI: WHAT DOES A TYPICAL DAY LOOK LIKE FOR YOU?

AM: My workday usually starts around 7 a.m. I like to spend at least an hour each morning on the counter, dealing directly with our customers – especially our contractors. Building and maintaining those relationships is essential in our line of business.

After that, I’ll move into admin and emails before meetings, which I try to keep spread across Monday to Thursday. I make a point of keeping Fridays free of meetings, as that’s my day on the store floor working alongside the sales team. It’s the part of the role I enjoy most, and it reflects the example set by my father, Pat McDonnell, who always believed in being present on the shop floor and dealing directly with our customers.

AI: ANY RECENT MILESTONES OR ACHIEVEMENTS YOU’RE ESPECIALLY PROUD OF AS A COMPANY?

AM: We’re very proud to have grown from a single local store into a nationwide business, most recently opening our 10th store in Blanchardstown, Dublin. On top of that, we’ll soon be celebrating 50 years in business – a milestone that means a great deal to us. It represents not only longevity, but also the trust our customers continue to place in us and the dedication of our team who make it all possible.

AI: HOW WOULD YOU DESCRIBE THE CUSTOMERS AND COMMUNITIES YOU SERVE IN CORK AND BEYOND?

AM: Our customers are at the heart of everything we do, and we genuinely love working with them. From firsttime homeowners to seasoned contractors, they are loyal, community-minded, and deeply engaged with their homes and businesses. One of the things we’re most proud of is serving multi-generational customers – people who first came to us for their own first home now return with their children as they start theirs. Being part of those stories of building, renovating, and decorating is a privilege we never take for granted.

AI: WHEN DID PAT MCDONNELL PAINTS JOIN ALLPRO, AND WHAT LED TO THAT DECISION?

AM: We joined ALLPRO in 2008. For us, it was about joining a community of like-minded independent retailers who value quality, expertise, and service. ALLPRO provides access to superior products direct from suppliers, cost efficiencies, and the backing of an exceptional US distribution team who consistently go above and beyond to ensure we receive orders on time and in full.

AI: ARE THERE WAYS YOUR STORES GIVE BACK LOCALLY THAT YOU’RE ESPECIALLY PROUD OF?

AM: Supporting local causes has always been part of who we are. One example we’re especially proud of is our ongoing work with Ardú, Cork’s street art project, which has transformed often overlooked parts of the city into vibrant outdoor galleries. Supporting artists to bring color and creativity into public spaces felt especially meaningful during and after the lockdowns.

We also support a wide range of community initiatives, from refurbishing facilities to local school projects. These efforts are particularly rewarding as they allow us to bring our products, knowledge, and expertise back into the heart of the communities we serve.

AI: WHAT’S THE BEST PIECE OF BUSINESS OR LIFE ADVICE YOU’VE RECEIVED?

AM: Our founder, Pat McDonnell, always said: “Focus on people, and the rest will follow.” Whether it’s customers, employees, or partners, treating people well and building strong relationships has been the foundation of everything we do.

Fast Five Fast Five

What do you do on your day off?

Anything to do with motorbikes –riding, working on them, even racing. That’s my passion outside of work.

Favorite paint color?

Ralston Green Tea or Ralston Sherkin (which we exclusively stock at Pat McDonnell Paints).

Book, show, or podcast?

How about all three! I just finished “Commit 2 Lead” by Enda McNulty. For podcasts, I enjoy Steven Bartlett’s “Diary of a CEO.” And TV-wise, I’ve been hooked on “Slow Horses” and can’t wait for season six!

Fun fact:

When I was younger, I played the drums and was briefly in a band or two – though my music career didn’t last as long as my paint career!

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HAPPY RETIREMENT, MIKE ROESCH!

As the ALLPRO family prepares to send Mike Roesch off into retirement, we’re taking a moment to celebrate his many contributions to our organization and thank him for 15 wonderful years.

Mike’s relationship with ALLPRO goes back decades, beginning with his early involvement as a member and culminating with his role as an integral part of the Business Development Team. Colleague Tim Jeffries says that in this role, Mike earned the trust of everyone he worked with, bringing “consistent dedication, professionalism, and genuine passion” to his work. “He has always gone above and beyond,” Tim says, adding, “His wealth of experience and thoughtful approach made him a resource that members could rely on time and time again.”

Executive Vice President Michael Beaudoin describes Mike as a champion of the ALLPRO brand, drawing on his passion as well as his experience as a store owner to help members improve their merchandising and take advantage of ALLPRO’s many brand programs.

Chad Gibson, a Business Development colleague, recalls Mike’s steadfast dedication, attention to detail, and exceptional ability to help members maximize their benefits.

Equipped with a generous and rare combination of commitment, work ethic, and natural talent, Mike has cultivated a distinguished reputation within our organization and beyond – he will be sorely missed and fondly remembered within the ALLPRO offices and at our events.

Please join us as we thank Mike Roesch for decades of service and wish him all the best as he begins this next chapter.

GEOFENCING:

TARGETING SMARTER IN THE DIGITAL AGE

Discover how you can harness the power of a location-based marketing strategy

The digital landscape is as oversaturated as ever, but some marketers have found a way to cut through the noise by returning to fundamentals: physical location, the new frontier, apparently! As an industry still predominantly focused on in-person sales and foot traffic, this technology provides an exciting opportunity to independents to meet customers where they are, when they are most likely to make a purchase. With costs low and potential impacts high, we’re breaking down everything you need to know to incorporate it into your marketing strategy.

IN THEORY:

Geofencing works by leveraging location data from cell phones to establish virtual boundaries. Then, it allows marketers to connect with potential customers based on their proximity to these virtual boundaries.

IN PRACTICE:

This might look like someone receiving a coupon for 10% off all sundries on their phone, just as they turn off the freeway and into your neighborhood – a zone you’ve defined as your target service area. A simple, subtle nudge: the digital equivalent of an invitation. Or it might manifest as a Google ad for a best-selling stain you carry, appearing on an individual’s phone as they scroll Instagram on their way home from the hardware store. A timely, considered suggestion that anticipates your customers’ needs before they do. The applications are vast, allowing you to shape your message and define your zone in alignment with your business’ unique goals.

GETTING STARTED

STEP ONE: Create Your Fence(s)

• Define your store’s radius.

• Experts recommend 1-3 miles for best results.

• Add local hotspots.

• Include locations linked to related purchases like design centers, hardware stores, and contractors so you can connect with individuals as they are most likely to be in the market for paint.

• Consider competitors.

• If you decide to engage a geofence around a big box store or competing business, ensure any messaging is positive and focuses on what your store has to offer. Note: This is often only feasible for larger-scale chains, unless there is agency involvement and dedicated spend.

STEP TWO: Determine Your Medium

For independent retailers, it’s recommended to work within an existing app to launch ads. Platforms like Google Ads and Meta Ads Manager allow you to set up a geofencing campaign yourself, giving you control over the process, targeting, and content while also providing the structure and guidance that make it accessible. These apps also allow you to check in on performance using built-in analytics. More involved campaigns could include push notifications, SMS texts, in-app messages, social media ads, display advertising, and emails.

STEP THREE: Craft the Message

Successful campaigns will be helpful, timely, and sparingly deployed. Seasonal reminders, service promotions, and limited time deals typically perform the best. Be sure to include a strong call to action and clear, concise copy. If you’re working within Meta or Google apps, you’ll need to upload any creative.

STEP FOUR: Launch Your Campaign

Review and adjust steps one through three as performance feedback comes in!

BEST PRACTICES

CLARIFY YOUR GOALS:

Without clear objectives, it might be difficult to measure and assess your campaign’s performance.

START SMALL: Although national chains may be utilizing this software on a much larger scale, the average independent will want to start on a smaller scale with accessible tools. Look into META Ads with radius targeting, Local Goods Ads Campaigns, and loyalty apps or POS systems with built-in geofencing features.

TIMING IS EVERYTHING: Limit push notifications to one or two per week, and ensure any alerts are deployed during business hours. Avoid overwhelming your customers with too many alerts or you may risk alienating or annoying your audience.

Consider the following:

- Increase foot traffic

- Boost sales

- Convert competitor prospects

- Build brand awareness

- Strengthen customer loyalty

PAY ATTENTION TO PRIVACY: Don’t neglect consent and privacy legislation. Be sure to be compliant with any local laws relating to location tracking. Depending on your location, this could mean obtaining explicit consent, providing simple opt-out mechanisms, communicating transparent privacy policies, and more.

MEASURE RESULTS: Measuring your successes (and failures) will be crucial to effective implementation. Get creative with your offers and boundaries, and determine what drives the best responses.

EXPLORING GEOFENCING IN ACTION

Geofencing has become part of West Side Decorating Center’s marketing strategy. According to Maverick Spoke, the tool is giving staff a new way to engage with shoppers.

ALLPRO Independent: How long have you been using geofencing, who are you targeting, and what resources – time, budget, or team – are dedicated to these campaigns?

Maverick Spoke: We’ve been leveraging geofencing as part of our digital advertising strategy for the past two years, focusing on households in neighborhoods with higher home values and incomes. Our advertising agency manages and optimizes campaign settings on our behalf, allowing us to stay focused on other priorities. We allocate a fixed monthly budget, which ensures a consistent number of ad impressions delivered to our target audience.

AI: How has geofencing changed the way you connect with customers compared to your other digital marketing efforts?

MS: Geofencing has proven to be more effective than other digital advertising methods because it enables us to target not only our competitors’ locations, but also specific events,

neighborhoods, and other areas where our ideal customers are likely to be. While it hasn’t necessarily changed the way we interact with our customers, it has allowed us to reach specific clientele that we may not have been able to connect with through a broader digital campaign.

AI: What kind of results have you seen since adding locationbased targeting into your strategy?

MS: Our advertising agency provides detailed reports that track key engagement metrics, including how many customers clicked on our ads, how many of those individuals later visited our store in person, and how many were initially at a competitor’s location before visiting our website or store. Although we can’t identify these customers individually, the data clearly demonstrates that the strategy is effective.

CUSTOMER DATA COLLECTION

How to effectively gather and utilize your customers’ information

PRO TIP:

Reach out to your suppliers for support. They may have new samples, giveaways, or reduced cost-items available for these very purposes.

In 2025, we have a seemingly infinite array of channels and tools at our disposal for advertising, and yet, truly connecting with our audience can still feel complicated. Today, the marketers who stand out are those who understand the inherent power of customer data collection and use the insights gained to craft personalized messages, enhance shopping experiences, and build strong relationships with their ideal customers.

KEY BENEFITS

Identify your Target Demographic: Simple statistics around age, gender, and address allow you to better define and understand your ideal customers.

Enable Strategic Decision-Making:

Whether you’re deciding what new products to bring on board or determining where marketing dollars need to go next quarter, accurate data can help inform these small daily choices, leading to a brand built with your ideal customer in mind.

Streamline Marketing Efforts:

By better understanding your target audience and their preferences, you’ll craft messages that resonate at the right time, boosting revenue and building rapport.

Tailored Messaging:

Customer data allows you to anticipate your customers’ needs and customize your marketing accordingly with product suggestions and personalized discounts that make customers feel understood, boosting loyalty while driving conversion. Similarly, customer data allows you to segment your campaigns further based on shared characteristics, allowing for more specific and relevant messages to be delivered on a large scale.

Forecast Trends:

Data-collection campaigns that gather information relating to project types and product-focus provide a preview of emerging trends – invaluable insights that could proactively inform promotions, store layout, and more.

TYPES OF DATA

DEMOGRAPHIC DATA:

Basic information relating to age, gender, location, and income.

Derived from surveys, contests, website forms

PSYCHOGRAPHIC DATA:

Looks at lifestyle choices, interests, and values.

Derived from surveys, website forms

BEHAVIORAL DATA:

Information around how a customer interacts with your brand, both online and in-store.

How it works:

Run a contractor-only promo: “Sign up for our Pro List and enter to win a free lunch for your crew.” Collect name, company, preferred paint, average job size, etc.

Why it works:

Grows your trade customer base while building loyalty.

PRO TIP:

Your staff members may already have a wealth of customer data generated through years of in-store conversations. Figure out a convenient method for employees to document any noteworthy comments so you can evaluate them for recurring themes.

6. COLOR CONSULT GIVEAWAY

How it works:

Promote a monthly draw for a free in-home color consultation. Entry requires name, email, room type, and estimated paint timeline.

Why it works:

Data = leads + timing. You’ll know who’s painting and when.

7. QR CODES IN-STORE + ON PRODUCT

How it works:

Stick a QR code on popular products or POS signage: “Scan for style ideas & special offers.” Send users to a page asking for email preferences and decorating interests.

Why it works:

Seamless offline-to-online customer data collection.

8. STAFF “DATA CHALLENGE” SPIFF

How it works:

Give your team weekly targets for collecting customer contact info. Track signups per staff member and reward with gift cards, coffee, or even a “best paint whisperer” crown.

Why it works:

Makes data collection a fun part of selling.

9. ALLPRO’S "AT HOME" MAGAZINE MAILING LIST

How it works:

Participating retailers can have customers sign up to have issues mailed directly to their homes.

Why it works:

Captures key location data while providing a convenient service for customers.

CRM: TURNING DATA INTO RELATIONSHIPS

WHAT IT IS: Customer Relationship Management (CRM) systems organize, track, and turn customer data into action.

Collecting data is just the beginning – CRMs transform it into targeted promotions and personalized messaging. Stay tuned – we’ll show practical ways to put CRMs to work in an upcoming issue.

DATA IN ACTION

We caught up with Amy Coleman to find out how Hoover Paint Store is using customer insights to build loyalty.

Collecting Data: What methods do you find most effective for collecting customer data at Hoover Paint Store – whether in-store, online, or through consultations? And how did your sample program drive the initiative?

AMY COLEMAN: We encourage all customers who shop with us to set up a customer profile in our POS system. We track all their purchases and colors selected. Another way we’ve found helpful to collect data from outside our customer base is running an ad for free color samples in exchange for signing up for our email marketing. The cost per lead was low, and we were able to drive new homeowners into the store.

Utilizing Data: Once collected, how do you and your team use that customer information to improve service, product recommendations, or follow-up communication?

AC: For customers with an email address on file, we send targeted marketing emails informing them of events and sales.

Business Impact: Can you share an example of how better data collection has directly improved business performance, such as sales growth, repeat customers, or more efficient marketing?

AC: Our goal is to set up customer profiles for everyone who shops with us. We also complete worksheets with brushouts of all the paint we tint and file those papers in folders for future reference. Our customers, both homeowners and professionals, know that we keep all their paint history and brushouts on file. That’s a motivator for them to feel more loyal to us and become repeat shoppers. In addition, our OSRs complete profiles for all their customers, which include buying habits from competitors. This helps us identify business opportunities and create a pathway to win some of that business over.

Customer Communications: How has access to stronger customer data changed the way you communicate with homeowners and contractors – has it made interactions more personal, timely, or effective?

AC: The contractor profiles our OSRs set up give us insight into the strengths and weaknesses of their buying habits. It also helps us track their preferences so we can sell more based on that. For homeowners, we can market directly to their emails with promotions, sales, and events that are geared specifically to them.

Looking Ahead: As customer expectations evolve, what role do you see data collection playing in the future of independent paint retailers?

AC: As small businesses, we don’t have the same capabilities to collect data as big companies. But we can use the tools in our toolbox to make the most of the customer data we do have. For example: identifying selling opportunities based on conversations with customers, emailing targeted promotional material to specific customers, and building loyalty by saving information that makes their lives easier – like having all their colors and product info saved for easy touch-up paint purchases later.

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A Fresh Outlook: Adding Window Treatments to Your Store

Independent paint retailers have an opportunity to capture more margin dollars and better serve their customers by expanding into window treatments. From trending products to smart sales strategies, ALLPRO’s Decor Committee gives insight on how to get started – or grow more profitable – in this category.

Independent paint retailers know the value of diversification. Customers who come in for paint and color consultations are often also looking for complementary solutions to complete a room. Window treatments provide a natural extension of your current offering – creating a one-stop shop for homeowners and professionals while also opening up a new, high-margin revenue stream. Whether you’re just exploring the category or looking to fine-tune your approach, there are practical ways to build success with blinds and shades.

1. FEATURE TREND: SHADES THAT SHINE

Nationally, solar and roller shades continue to dominate the market. Their ability to cover large expanses of glass while offering a range of opacities – from sheer to blackout – makes them both functional and stylish. Design versatility ensures they can blend seamlessly with modern interiors or stand out as a design feature.

Cellular shades remain a core category, and for good reason. Known for their energy efficiency, they help regulate temperatures year-round. With options like top-down/bottom-up for versatile light control and applications that work for both standard and vertical windows, cellulars continue to be a customer favorite.

Retailers who highlight these two strong categories – roller and cellular – will be meeting the bulk of customer demand while offering products that deliver on both performance and design.

2. TIPS & TRICKS: BUILDING THE RIGHT MIX

When adding window treatments, it’s important to tailor your selection to your market. Lean on your sales rep for insights into what’s selling locally and what your competition might be overlooking.

ALLPRO brands offer a wide range of blinds and shades. To ensure you’re prepared to meet most homeowner needs, begin with and then build from the core essentials:

• Roller shades • Wood & faux wood blinds

• Cellular shades • Vertical blinds

With this lineup, you can outfit nearly every window in a home. Don’t forget – window treatments often require demonstration. Consider dedicating a small showroom display or vignette to help customers visualize the products in their own spaces.

"OUTSIDE OF THE INITIAL INVESTMENT, WHICH CAN BE MINIMAL, THERE IS LITTLE RISK AND ADDS A GREAT ADD - ON SALE TO YOUR BUSINESS!"

3. COMMITTEE INSIGHTS: QUESTIONS & ANSWERS FOR RETAILERS

Q: I’m new to window treatments – where should I start?

A: Designate a key employee – or hire a new one – and work with your rep and vendors to ensure proper training. Secure an installer, either in-house or independent, to assist with product installation.

Begin with your existing customer base. Market to homeowners you’ve already served through paint and color consultations – they already trust your expertise. For retailers with multiple locations, leverage your team to help with lead generation.

Q: What are some avenues for generating leads?

A: Start with:

• In-store signage and displays

• Email and social media campaigns

• Cross-promotions with local interior designers and contractors

• Offering free in-home consultations

• Training your paint sales team to introduce the window treatment category during color selection

Q: I carry window treatments. How do I maximize success?

A: The key is control of the business. Window treatments carry significant margin potential, but only if you’re actively managing them. Track sales, review margins regularly, and invest in staff training so your team can confidently sell the category.

4. CONCLUSION:

Window treatments present independent paint retailers with an exciting growth opportunity. By focusing on strong product categories, stocking the right core offerings, and leaning into proactive marketing and lead generation, you can create a profitable and complementary addition to your store. With paint and window treatments under one roof, you’ll be positioned as a true design destination for your customers.

TIP FROM THE DECOR COMMITTEE

“We offer a 6% rebate to painting contractors on window treatment sales. Since they’re already in the home, it’s an easy upsell – a win-win. Contractors appreciate the extra income, and we value the referral.”

— Sharon McGuckin,

JC Licht

SEIZING THE WINDOW OF OPPORTUNITY

When Colorize noticed other independent retailers finding success with window treatments, the team saw an opportunity to expand. “We [were] already doing in-home color consults,” shares Katie Coffey, one of the four-store business’ owners, all of whom hail from the world of corporate paint. Adding this complimentary service felt like a natural next step.

Although there was a bit of a learning curve involved, the Colorize team quickly grew comfortable by learning on the job and through vendor resources. “Graber provided some great online training, measuring, and installing guides, and our rep came to the stores to meet with us and train us on some important features,” Coffey says. She also attended Graber’s motorization workshop at the company’s Wisconsin location. Some aspects of the new offering simply required hands-on experience. “Until you see some pieces of the process in person, it can be difficult to navigate,” she explains.

“FINANCIALLY, IT’S BEEN A GREAT BENEFIT BECAUSE THERE IS NO OVERHEAD OR EXTRA INVENTORY WE HAVE TO CARRY.” – KATIE COFFEY

But the Colorize team had a remedy for any patience required during the early days: “I was very honest with customers in the beginning, letting them know this was new to us and I would try to be very meticulous to avoid making mistakes. I even offered some customers a ‘guinea pig discount’ when we were selling a new product – like shutters – for the first time.” It wasn’t long before measuring and installation woes were a thing of the past.

Today, Colorize has window displays set up in their stores so a conversation around window treatments begins organically, and the category is also promoted online through their website and social media channels. The company offers referral rebates and leverages existing relationships with their commercial customers and local designers working in residential spaces.

Customers also seem pleased with the new service, which allows consultants to approach the space more holistically from a design perspective.

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•

Connecting Every Part of Your Business

Warehouse Management

Accuracy in receiving, picking, and counting, as well as metrics to run an efﬁcient warehouse.

Inventory Management

Have the right part on the shelf when you need it, without overstock.

Purchasing

Simple, effective process for ordering parts and managing those orders.

Reporting and Business Intelligence

All the important business data at your ﬁngertips.

Accounting

Track and manage customer balances to ensure timely payments.

Empower your sales team with the latest technology connecting them to their customer information. Customer Relationship Management

B2B eCommerce

Enable your customers to order on-line.

Delivery Management

Networking with

Get to know surfer, sales leader, and NextGen committee member Tom Aboff

1. He didn’t start in paint

Aboff’s first job after college was in orthopedic medical sales, where he spent his days in the operating room selling implants to sports medicine surgeons. Specializing in shoulder and knee procedures, he gained valuable experience in sales, problem-solving, and working under pressure – skills that continue to serve him well in retail today.

But Aboff recognizes that he still has lots to learn. Now that he’s in the paint industry, Aboff is soaking up all the knowledge he can. “My biggest goal right now is to be a sponge –learning as much as I can from the talented team we’ve assembled at Aboff’s Paints,” he shares. “I want to continue absorbing their collective knowledge and experience every day.”

According to Aboff, the team he works with knows paint inside and out and is dedicated to helping their customers succeed: “That expertise, combined with our ability to get contractors what they need quickly and reliably, keeps jobs on track from start to finish.”

2. His days are dynamic

As both an owner and outside sales representative, Aboff’s days are never the same.

“My role is to drive significant year-overyear business growth and oversee account development,” he explains. “Because I’m also an owner, my schedule includes everything from operations meetings and leadership agendas to real estate projects and other responsibilities that come up.”

For Tom Aboff, the water has always been a guiding force. After starting his career in orthopedic medical sales, he followed his passion for the ocean home to Long Island – where he joined the family business at Aboff’s Paints. Now an owner and outside sales representative, the young leader is helping drive growth at the 95-year-old company while also serving as a dedicated member of the ALLPRO NextGen committee. Here are five other things you might not know about our NextGen committee member from Long Island, New York.

3. He’s passionate about giving back Community is at the heart of Aboff’s Paints. Each October, the company partners with Cold Spring Harbor Laboratory to support breast cancer research, donating a portion of sales to the cause.

“With our customers’ help, we raised $50,000 last year,” Aboff says. “And beyond October, our giving continues year-round. In 2024 alone, we donated more than $100,000 to local charities and fundraising efforts, and our team volunteered their time to numerous causes.”

4. NextGen has shaped his career

Serving on the NextGen committee has been an important part of Aboff’s professional journey.

“I joined because I believe it’s important to build strong relationships within our industry and with other owners across the country,” he shares. “NextGen is a space where we can openly share our wins, losses, and lessons.

With so many paint businesses being multigenerational, it’s a unique group where we can connect, relate, and grow together with a sense of camaraderie.”

Even something as simple as calling another member to say hello or talk through a situation, he says, has real value. “At the end of the day, many of us are facing similar challenges and celebrating similar wins, so having that support network makes a big difference.”

5. He’s happiest in the waves

When he’s not at work, Aboff is rarely indoors. On his days off, you’ll usually find him surfing, spearfishing, freediving, or out on the golf course.

“You’ll usually find me surfing – especially if the waves are overhead,” he laughs.

Fun facts Fun facts

What kind of music do you like to play in the store (or in your own

What’s your favorite paint

What’s the best piece of advice you’ve ever been given? Always say yes to the unknown. The best stories usually begin outside your comfort zone.

What might other NextGen members be surprised to learn about you? That I hope to sail around the world someday.

What’s the last book you read? “The Alchemist” by Paulo Coelho.

space)? The Grateful Dead.

color? Benjamin Moore, Lake Tahoe 783.

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Collaboration drives success.

AS AN ALLPRO MEMBER, WORKING TOGETHER TAKES YOU FARTHER THAN GOING SOLO.

With ALLPRO membership, you’re never on this journey by yourself; we share knowledge, support one another, and thrive as a community. Together, we unlock greater potential and achieve success.