ALLPRO Independent Magazine September/October 2023

Independent

BRINTON'S

PAINT COMPANY

A FATHER-SON NEGOTIATION WAS THE BEGINNING OF A PARTNERSHIP THAT WOULD STAND THE TEST OF TIME

ALLPRO TALKS

Jay Donnelly is balancing work and family life, all while taking on new roles to grow the greater industry

KEEPING IN TOUCH WITH CUSTOMERS

How to collect consumer data and communicate with both loyal and one-time shoppers

NETWORKING WITH NEXTGEN Get to know former soccer player, outdoor enthusiast, and NextGen retail member Virginia Walker Shropshire

here was a time when we considered discontinuing the Stockholder Meeting. The turnout was less than 50% of the group (around 300 total attendees) as many members opted for other priorities and supplier participation was limited. I attended many of those earlier meetings as a supplier and although it was always great to be at an ALLPRO show, it was certainly a drastically different energy than the Spring Show.

Shortly after taking over my current role, I partnered with Scott Morath, VP merchandising, and we collectively strategized on ways to revitalize this important event. The first thing we decided was that we needed a change of venue. The Spring Show has always been set in a resort-type setting and the fall meeting followed suit. We felt that moving the Stockholder Meeting to a city setting would create more excitement

THE FALL SHOW ASPIRING TO NEW HEIGHTS

and offer a greater variety of activities. The first Stockholder Meeting to pilot this strategy was New Orleans where we successfully doubled the attendance. (Some people are still there!)

To increase buying opportunities and generate greater networking and energy, we decided to include more supplier partners. Prior to this, exhibits were limited to private label suppliers, which numbered around 30. Now we’re at a point where vendor participation is limited only by the ballroom space that’s available. We also started offering a variety of training opportunities to give members the ability to customize their experience based on their needs. This started with round robin-type training using professional subject matter experts. While this format is an added expense, it provides for a much more impactful experience. We also incorporated keynote speakers to inspire both members and suppliers with an

individual’s incredible story and build the ALLPRO culture. The fact that we had more than 750 people waiting at the door to hear Molly Bloom speaks to its potential.

Lastly, we reinvented the opening reception by including music and entertainment and added the “power hour” on Friday afternoon, which is basically a mirror image of the opening reception. The result is that the Stockholder Meeting is now competing with the Spring Show in excitement and attendance.

The evolution is not over. Due to the size of the fall event (approaching 800 people), we can no longer conduct some of the roundtable-type discussions that we had in previous years. It is almost impossible to break up 500 member attendees into manageable groups in that short of time nor do we have the space. Instead, we will look to accomplish this with ALLPRO University next year. In place of breakout sessions this year, we are expanding

MICHAEL BEAUDOIN Executive Vice President ALLPRO Corporation | 813.690.7985

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Congratulations to the new additions to our ALLPRO family!

Welcome to our ALLPRO family! Please join us in welcoming BURLINGTON DESIGN CENTER of Mt Laurel, NJ to the ALLPRO family of independent retailers! Burlington Design Center has three locations in Mt Laurel, Bordentown, and Cinnaminson, NJ!

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

Congratulations to the following members on their recent expansions:

ABOFF’S PAINTS has opened a new store in Hauppauge, NY; COLOR STORE, INC. added a new location in Waukee, IA; HOME DÉCOR GROUP added their 20th store, located in Braintree, MA; JOHN BOYLE DECORATING CENTERS recently opened a new store in Southbury, CT; CANPRO DECORATING PRODUCTS COOPERATIVE added new member LA Interior Solutions in La Ronge, SK; MILLER PAINT has opened a new store in Sandpoint, ID; PAINT SHOP recently added new locations in Whitbourne, Glovertown, St. John’s, and New-Wes-Valley, NL; Lower Sackville, NS; and Riverview and Fredericton, NB; REGAL PAINT CENTERS opened their 12th location in Fairfax, VA; ROZAR’S PAINT SUPPLY opened a new store in Tanner, AL; SHILPARK PAINT opened a new store in La Mesa, CA; SPECTRUM PAINT will be opening a new store in Roanoke, VA; and SUNSET PAINTS opened their 4th store, located in Marietta, GA.

About ALLPRO Independent

How to Reach Us

ALLPRO Leadership board president Mike Weber

Executive Vice President Mike Beaudoin

Vice President of Merchandising 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.

on the cover: Brinton's Paint Company by Tonya Beaver Photography

vendor participation to give members more time to visit suppliers and benefit from show-only deals and other buying promotions. While we still would like to give options for training, the foreseeable future will allow key suppliers to engage members in their latest initiatives. We will, however, have four breakout sessions that will be open for a good portion of the show.

We continue to work on new enhancements and additional/different events based on our needs. For instance, last year in San Antonio, the NextGen group met a day before the Stockholder Meeting to conduct a half day of meetings followed by a team building event. This year, we are conducting a technology strategy session and hosting a team building event for NextGen. We also have

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

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several exciting cities that we look forward to visiting for the first time, including this year’s event in Denver, and then Austin, Dublin (Ireland), Las Vegas, and Boston. The strategy for the success of this event is continuous improvement. We will try different things and always evaluate what is working. We are excited about the upcoming show and seeing the continuation of its success.

Left to right: Bob Brinton, Al Davis, Doug Plyler, Eric Holt, Dave Herndon, kneeling Ben Plyler

brinton ' s paint company

hen Bob Brinton was 16 years old, he had his sights set on one thing: buying his first car.

“I got my start in the paint business when I was about 16 years old, wanting to make some money and buy a car,” says Brinton, owner of Brinton's Paint Company. Brinton’s father, Burk Brinton, worked for Sherwin Williams, so Brinton followed suit, working summers for the paint company.

In 1975, when Brinton was in his early 20s, his father left Sherwin Williams and purchased an existing Benjamin Moore store in Jacksonville, Florida, renaming it Brinton’s Paint Company.

“He actually came to me and asked me to join him,” Brinton explains. “At the time, I felt pretty good about what I was doing. But he said he needed some help, and he offered me several advantages.”

Brinton’s father sweetened the deal, telling his son he could drive the company delivery van home, gave him a gas card, and paid the insurance.

“I said, ‘That’s a deal!’”

The negotiation was the beginning of a partnership that would span more than four decades.

“For 45 years, we worked side by side building the business and doing all the things that go along with the paint business,” Brinton details, adding that when his father was in the last part of his life, Brinton or another staff member would pick him up, bring him to the store, and take him home at the end of the day. “He loved coming down here. He worked all the way up until a week before he passed away. He worked a full life.”

During their time working together, the Brintons built a successful business, with a positive reputation for excellence in color matching and customer service, and a rental department with pressure washers, floor sanders, and other paint-related tools that continues to keep Brinton’s Paint Company busy year-round.

“Currently, we do a lot more with equipment repair than any of the other stores in Jacksonville,” Brinton explains. “A lot of the other stores have backed away from the equipment business, but that’s one of our strongest areas and we have a lot of contractors coming for that service.”

Images: Tonya Beaver Photography

Another domain that Brinton’s Paint Company has been successful in lately is hiring and retaining quality employees. Brinton has approximately 10 people working for him, having recently added two staff from Regal Paint in Miami, after they moved to Jacksonville.

“They hit the floor running and knew the Benjamin Moore products, they knew all the ALLPRO products,” he says. “Regal was doing a lot of the same things we were doing. I think that happens with ALLPRO stores, they have a lot of similar products, so it was very familiar to them. They just fit right in.”

Brinton’s Paint Company joined ALLPRO in 1986, jumping on the opportunity to have access to suppliers and products, benefit from the extra discounts, and attend the shows.

“We had Hawaii coming up, we had Puerto Rico coming up back at that time, and we’d probably go to the West Coast, to California,” Brinton details. “Mom and dad went to some, Tanya and I went to some, and the whole family went and enjoyed the ALLPRO shows together.”

As Brinton looks toward the future, both personally and professionally, he’s pleased with how far he’s come. He and his wife will celebrate their 50th wedding anniversary on October 3. As for his retail store, the city landscape is changing around him, providing Brinton with an opportunity to relocate.

“What’s happened in our area of town is that it has changed dramatically all around me,” Brinton notes. “They’re building these three and four-story apartments called The Lofts on two sides of us. They are changing the road in front of our store, putting in planter boxes for trees, widening the sidewalks, and putting in antique-looking black streetlights. They’re making it an urban pedestrian area where people can live, walk their dogs, and walk up to a new shopping center that’s two blocks away. It’s been modernized around us quickly and they’re pressing in hard to try to buy the building that I’m in.”

While Brinton doesn’t know what he’ll do just yet, his longevity in the industry means he has friends, colleagues, and paint manufacturing contacts that he can talk with about the opportunity.  “It’s good to be an independent paint store and have a main supplier

like Benjamin Moore with a good representative,” says Brinton. “He comes in to see us at least once a week, works with us on any outside sales that we want his support on, and keeps us informed of any of the product changes.”

In addition to selling Benjamin Moore paint and products from the ALLPRO private label, Brinton’s carries Rust-Oleum / Zinsser, Richard’s Paint Co., among other products.

As Brinton considers his future move, one thing is for certain. He has made a positive impact in the Jacksonville community, providing old friends and new customers with excellent customer service and top of the line paint products.

Q:

what ' s your favorite paint color ?

BENJAMIN MOORE GRAY HUSKY 1473.

Q: What can't you live without?

Coffee in the morning.

Q: what do you like to do in your free time?

I play basketball with my grandson.

Q: Favorite place for a work lunch?

Jimmy John's – they're freaky fast.

Q: Craziest paint spill you’ve had to clean up?

It goes back a long, long time ago - over 30 years ago. I had been to the Benjamin Moore plant and I had picked up four fives and loaded them in the back of the van before heading back to the store. [On my way,] I had a lady run a red light in front of me and I jammed on the brakes. I didn’t hit her, but those four fives came sliding forward and one of the four burst open and the paint slushed all the way up onto the dashboard onto my arm and made a big mess in the front of that van. Nobody got hurt, but I had a lot of cleaning up to do.

cape color world

avid Morris, owner of Cape Color World, has always wanted to operate his own business.

“When I was a little kid, I remember the day I went down to the library and checked out a movie, projector, and screen and came back and charged all my friends to get into my theater,” Morris says. “I’ve always been a business guy.”

So, when his father decided to open a paint store in Cape Girardeau, Missouri, in November 1979, Morris, who was a senior in college, joined him in the endeavor.

“My father worked for Sherwin Williams,” Morris details. “He was a store manager and they told him he was going to be the outside salesman, or he could find a new job. So, at 54, it kind of threw him for a loop. I always wanted to run a small business, so when he said, ‘What do you think about opening a paint store,’ that’s what we did.”

Now, 44 years later, Morris is continuing the family legacy, operating Cape Color World with his own son. A one-stop-shop, Morris prides himself in selling top quality paint, including Richard’s, Coronado, and Benjamin Moore.

“We’re more of a true paint store,” he says, adding that his stance is solidified with the store’s motto: We are a paint store, not a paint department. “We help people pick colors, but we’re good with technical paint. And we try to keep a good supply, get contractors in and out, and take care of our customers.”

Because of their supply and expertise, Morris says their customers have come to rely on them. “I’ve always tried to emphasize we’re a team. They put it on and I supply it. That means that they pay me, I pay the manufacturers, and it’s a big circle and I try not to ever take advantage of them.”

In the independent paint industry, Morris recognizes the importance of relationships – with his customers as well as Cape Color World’s involvement with ALLPRO.

“It makes me feel like I’m part of the community. I have friends all over the country,” Morris says. “I’m very proud of being an ALLPRO member. I like the private label marketing, it’s our own brand. I try to promote it the best I can to set myself apart from [my competitors].”

Images: Carrie Perez

caption

Josh Morris, Kathy Morris, Laney Minton (Grandaughter), David Morris

When he attends ALLPRO meetings and shows, Morris places value in connecting with other owners, both small and large. “That’s one of the benefits for me, getting together with other [owners] that are like me,” explains Morris. “It makes me feel like I’m not alone.”

As Morris focuses on the future, he has two main goals for Cape Color World: hire additional staff and maintain the growth they’ve experienced since the COVID-19 pandemic.

Despite needing more hands-on help, Cape Color World has benefited from a surge in customers and sales over the last few years.

“We’re just trying to maintain,” he says. “We’ve been very busy since the first day of the COVID-19 lockdown. Every time I think it’s going to slow down, it does not slow down. We’ve been up every month since the COVID lockdown.”

Morris credits the increased sales to customers finding the smaller specialized paint shop during the pandemic and recognizing the competitive prices, top quality products, and expertise that isn’t always available in big-box stores. “We’re a 24/7 paint store. People call on us and we make sure that they get what they need to finish their job.”

While Morris has the expertise to expand Cape Color World in Missouri, especially considering the success they’ve recently experienced, he’s happy operating his one store.

“[I like being] a one-store guy that just orders paint, sells it, mops the floor, pays the bills, and has a relationship with the customer.”

Q:

what can ' t you live without ?

MY FAMILY.

Q: What’s your favorite paint color? I'm a blue guy all the way.

Q: What kind of music do you play in the store? I listen to a lot of talk radio, but I've kind of gotten hooked on Kenny Chesney's No Shoes Radio.

Q: what's your favorite place for a work lunch? I enjoy going home for lunch.

Q: What is the worst paint spill you've ever had to clean up? Old yellow tint color that's still wet today.

TALKS

WITH JAY DONNELLY, VICE PRESIDENT, FLANAGAN PAINT & SUPPLY

Since he was 21 years old, Jay Donnelly has been working in the independent paint industry because of the freedom it provides. Working with his father at Flanagan Paint & Supply, Donnelly has had the freedom to expand the business, get involved and support the

ALLPRO INDEPENDENT:

what was your first job ?

Jay Donnelly: I was an umpire when I was 13.

AI: What is your background and what led you to where you are today?

JD: I graduated college in 2010 and there wasn’t a very good job market at the time. And my dad needed help, so I joined [him at Flanagan Paint & Supply]. Within about a couple of years, I realized that one store wasn’t going to be enough, or was pretty boring, I should say. And so, in 2014, we bought a second store. And from there, we’ve continued to grow.

AI: As vice president, what does a day on the job look like for you?

JD: We’re still at that level where we can’t have management at every level, so I spend a lot of time hiring and recruiting our

greater industry, and pick his daughters up from school every day and take them to softball and other activities in the evening. We talked to the newest member of ALLPRO’s Purchasing Committee about his experience in the paint industry and involvement in ALLPRO.

personnel for the team. I oversee, I manage our overall inventory - I have a buyer that works under me that does all of our purchasing, but I oversee and make sure that we’re not overspending. I make sure that we’re working with our vendors. I make sure we’re getting the best deals and we’re buying the right assortment of products. So, during my day, I work on just about everything from sales to HR to accounting.

AI: Do you have a business philosophy?

JD: Our business mantra is “Making friends is our business.” We just happen to be selling paint and making friends, and that’s the key to our success.

AI: What is a career related or store goal that you're currently working towards?

JD: Our overall goal is just to be able to create a strong family owned, locally owned paint store. Our goal is to open up a new store every year. And provide a job that’s fun for everyone. That’s where we’ve seen the biggest

hurdle for the independent channel - creating a fun job and limiting the burnout. Currently I’m not just trying to hire more people but [I'm working on] finding the right people.

AI: How has involvement in ALLPRO benefited Flanagan Paint & Supply?

JD: Between joining ALLPRO and COVID-19, that was the accelerator for our business. I’m all about networking. I’m all about meeting people. I’m all about learning. With ALLPRO, it’s just incredible to have like-minded individuals, all part of the same organization, all trying to achieve growth. And it’s awesome to see our success.

AI: How does your store utilize or leverage the Allpro brand?

JD: We’ve really bought into the ALLPRO brand. I would say we carry just about every category that they offer. I think anything with an ALLPRO label on it sets us apart from our competitors. That’s the value of it, it’s our own brand.

AI: Tell me about your decision to join the Purchasing Committee and what you hope to contribute and glean from your involvement.

JD: I wanted to make sure that I was contributing to the success of ALLPRO. I think [it’s important to] take a front seat, an active position, know what’s going on and put some effort into it. There are a lot of members who are older than me that did a lot of work to get us to where we are today, and I think it’s important that the younger generation continues that.

AI: Talk a little bit about the connections or relationships you've created through the paint business.

JD: Some of my best friends are in the paint industry. I literally talk to some of these guys every day. I have dealers that are calling me from all over the country and I can call them for questions and answers. And I always joke that the independent business doesn’t have a playbook like a corporation does, so we have to work together. We are our own corporation.

Fast Five: Fast Five:

Baseball or football? football

Netflix or novels? netflix

Dine in or takeout? dine in

All-inclusive vacation or adventurous road trip?

all - inclusive vacation

Bold colors or neutrals? neutrals

AI: If you're not at work, where do you spend your free time & what do you like to do?

JD: I love to golf. And I love spending time with my wife and our girls.

AI: What would other members be surprised to learn about you?

JD: I pick my kids up from school every day. It’s probably one of the greatest things I get to do. It’s very rare that a business owner is the one that is active in their kids' lives. I hear the story, ‘Oh, I don’t ever want to do what my dad did because he was never around when I was a kid.’ My daughters will never be able to say that. My daughters will want to be in the paint business because of the life that we’ve been able to live and the freedom we have. It’s awesome and my dad has always supported me.

AI: What is your favorite paint color?

JD: Benjamin Moore Hale Navy HC-154.

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Collecting Customer Data

Why it’s important to know more than your audience’s name

In a retail landscape, like the independent paint channel, where many of your contractors are regulars and many of your customers have become friends, it’s no longer enough to only know your customers’ first names. It’s important to collect your own first-party customer data. In fact, it’s crucial. Gathering valuable information from your audience will help boost your relationship with your customers by catering to their needs and preferences and informing your sales and marketing strategies.

If you already collect customer data - great! If you don’t, you should. Here’s how to gather pertinent information in five easy ways:

Purchase transactions

When your customers purchase paint and project supplies online or in store, request information such as their name, email address, phone number, and physical address. Your system should also collect and track purchase and product history, so you know your customers’ buying trends. Once this information is logged, you’ll be able to recognize similarities and differences between your customers.

Email newsletters

Offer an incentive on your website to sign up for your email newsletter (10% off your first order, etc.) and you’ll quickly see customer data increase. While you’ll need to obtain their email address and name, it’s beneficial to collect additional information such as phone number, birthdate, whether they’re a contractor or homeowner, and what type of content or products they’re interested in learning more about.

The most straightforward way to learn about your prospective and current customers is with a simple survey. There are a ton of free online services that will help you create and send out a survey to your audience. Connect with customers after they complete a purchase, contact your store, sign up for your email newsletter, or search your website. Asking customers a variety of questions, including their location and needs, and following up on their experience will guide you in making their experience that much better the next time they’re online or in your store.

Social media

With your audience spending significant time scrolling - either mindlessly or in pursuit of DIY projects and helpful advice, social media is a great way to collect customer data. Platforms such as Instagram and Facebook can give you relevant insight into your audience, like interests, demographics, and behavior. Not on social media? You’re missing a valuable - and fun - way to connect with your customers!

in-person interactions

Chances are this is already your store’s top way to collect consumer data, simply because you excel when it comes to customer service. Take your customer service interactions a step further and have your team engage with prospective customers in store or on the phone by equipping them with a script or engagement tools that will build your customer database.

Keeping in touch with customers

So, you’ve built yourself a database with your customers’ information including name, email address, and phone number. Now what do you do with the data?

Keeping in touch with customers is key to generating revenue and building your bottom line. According to Kelly Sykes, marketing manager for Ackroo, customers are extremely valuable to your business. “Customers are your source of revenue. Without them, there would be no you. With revenue comes business growth. If you go beyond customers’ expectations, their positive experiences can lead to recommendations and in turn, positive reviews. That will help with your brand reputation in the market.” When customers are talking about you, you gain a competitive advantage over your competitors.

Communicating with your customers builds trust, creates connections, increases engagement and retention, and enhances satisfaction.

“You’re providing support to your customers, which is extremely important for your customers to feel heard and valued,” says Sykes. “Understanding your customers’ needs will help you tailor experiences of both products and services.”

So, how do you communicate with your customers so they can, in turn, communicate with others? Sykes says that email, text messaging, and push notifications are all great ways to reach customers with content, images, call to actions, as well as personalized messages. Sykes suggests an easy email campaign to keep your audience engaged with your business and brand.

You may not realize it, but it’s possible that you already have the data that you need. A CRM (customer relationship management) system includes customer information, purchase history, preferences - it’s really extensive.

- Kelly Sykes, Marketing Manager, Ackroo

Happy Birthday Emails

Who doesn’t want to celebrate with an extra slice of cake? But what’s even better than the sweet stuff is store savings. Sending out personalized celebratory wishes with a special store offer gives your business an opportunity to engage with your customers and target audience and gives them a reason to visit your store or website and drive sales. Plus, it makes your customers feel special!

“You’re bettering your relationship with your customers, you’re also encouraging repeat visits and adding extra promo dollars, which will encourage increased spending,” Sykes says.

Inactivity Emails

When your customers have been MIA, it’s time to tell them they’re VIPs. Bring your customers back with inactivity campaigns that offer personalized promotional dollars to spend at your store that expire after a certain amount of time.

“Usually the cadence is six months, 12 months, 18 months, or 24 months,” Sykes says, adding that depending on your location, anti-spam legislations will allow you a window to communicate with customers up to a certain amount of time after they purchase something. “This is called implied consent.”

Registration Emails

Sykes suggests setting up an automated registration campaign to encourage new customers to register a gift and/or loyalty card. The perk? Extra promo dollars added to their card.

“You are building and strengthening that relationship from the start with your customers,” Sykes says. “It’s kind of like they say, start off on the right foot. Don’t let the relationship go stale. You’ve had your first transaction now, keep the conversation going. Keep the relationship going. And again, you’re encouraging repeat visits and the extra promo dollars to return and increase spend.”

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"Currently we send out a monthly newsletter to a list of 1700 validated email addresses once a month. It is a simple read and the heading changes per season. We have a 20% open rate. We will also send out an email for special events, but have found that texting works better for reminders. We were sending out emails a little more frequently but had a lower open rate and more dropped addresses," says Peggy Sue Wingard from O-Gee Paint.

"We currently use Creekmore for email blitz and social media marketing campaigns," says Chuck Halterman, Monarch Paint and Design Centers of DC, who is quick to point out that his proficiency lies in paint, which is why he leaves the online marketing to the experts. "There are few things about our industry that 35+ years of experience have not allowed me to learn and get at worst a basic understanding of why and how it affects our business; social media/marketing is one of those. No aspect of our business do we spend more on and understand less!"

“I’ve used MailChimp - it’s easy and it’s free,” Bridget Hamm, Harrison Paint Co., says, adding that they used the platform to communicate with customers during COVID-19 and now send out emails to inform people of events. “You just need to have somebody that’s going to be able to extract your data and then just upload it.”

Try to have something that relates to both homeowners and contractor markets. Keep it simple, include lots of pictures, and links to other sites. And always put your phone number and address in the email so they can contact you.

- Peggy Sue Wingard, O-Gee Paint

We caught up with a few ALLPRO members to find out how they keep in touch with customers:

tips for crafting engaging emails

Every email you send your customers competes with approximately 125 other emails in their inbox. So, how do you make sure your message is more compelling than the rest and gains the attention of your audience?

A snappy subject line

According to Finances Online, 2023, 64% of recipients decide to open or delete emails because of catchy subject lines. Pique the interest of your prospective customers with an attention-grabbing subject line. Go a step further and add personalization, which will further enhance the email open rate.

DID YOU KNOW? Adding an emoji to your subject line may increase open rates. Once frowned upon in business emails, emojis are now more accepted and help make a subject line stand out from text-only lines.

An appealing design

Not only should your email be pleasing to the eye, but it should contain branding that the recipient can easily identify as your store or company. Including a photo or store-related images at the top will help to generate more interest and responses.

A short read

According to Campaign Monitor, the ideal email copy length is between 50 and 125 words since most people will spend less than a minute reading your message. So, if you’re looking for a high rate of response, say what you need to say at the start. For instance, if you’re looking to reward loyal customers, your copy could look something like this:

“Thank you for being a loyal customer. We hope we can continue to meet all of your paint project needs! As a token of our appreciation, please enjoy 10% off all orders this month when you use the code LOYAL10 at checkout or in store.”

Include a call to action

If the intent is to generate additional sales or increase customer engagement, a call to action is an essential part of your email. The call-to-action button or hyperlink line should direct the user to your homepage, content resource, or place where they can continue their relationship with your store. Call to actions that encourage a click include phrases like “Shop now,” “Save today,” “Claim your coupon,” “Free gift with purchase,” or “Learn more.”

Adding an unsubscribe link

Last but certainly not least, it’s important to abide by your region’s spam laws, so make sure you know what’s acceptable for your email campaign before pressing send. Two critical components: obtaining consent from your recipients and embedding an unsubscribe method in your email.

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Ai for small businesses Ai for small businesses

s an independent paint retailer, you have a myriad of demands competing for your attention. From advertising and marketing to accounting and customer service, it’s overwhelming to stay on top of your responsibilities while also growing your business. If only there were an innovative solution that could help you handle the workload and also stay competitive. Enter the newest advancement in the digital landscape: Artificial Intelligence (AI).

Now, before you flip the page and tell yourself that robots will never tackle your to-do list, hear us out. AI is providing small businesses with easy-to-use tools to simplify systems, decrease costs, increase revenue, and boost efficiency. From automating tasks, like sending newsletters or streamlining accounting, to enhancing customer experiences, like conversing with your online customers, AI-based tools can be the solution to your understaffed small business.

Whether you have one paint store or a chain of stores operating across a number of states, AI software can help you solve challenges, create efficiencies, and accelerate your company success. (Software developer background and tech-savvy status not necessary!) Since AI is part of reality now, it’s time to understand how it works and how it can improve the way you run your small business.

What is AI?

Artificial intelligence is exactly how it sounds - a smart process that operates without the use of an organic brain. AI involves using computers to sort and process information and data as a result of machine learning or teaching a machine how to respond to data. With AI, the objective is to identify patterns, make decisions, and assess like humans.

How can you use AI to optimize your small business?

You own a paint store, which also has a website that showcases your products and services. If a customer searches your site for “deck stain,” with AI, your website will know how to respond. You can train it to show the customer waterbased, oil-based, and hybrid stains. You can program the system to also offer exterior paint and sundry products to use with the consumer’s outdoor project. But the machine doesn’t know anything about the customer or their needs until it’s programmed with the appropriate information. And while programming technology sounds complicated, there are a number of simple and inexpensive applications for using AI in your store.

1. AI for Marketing

With Chat GPT all the rage, it’s no surprise that you can now use AI to automate newsletters, create content for a website, blog, or your social media platforms, or to even predict the performance of your advertisements. AI has the ability to generate content that sounds like an actual person. Not only can a plethora of AI tools write emails, product descriptions, and articles for you, powerful tools such as AI-powered newsletters can learn each customer’s interests and cater the content to the recipient.

AI for Advertising: AiAdvertising is a next-generation AdTech company focused on harnessing the power of AI and machine learning (ML) to eliminate waste and maximize return on the digital ad spend.

AI for Content: Jasper.ai is an AI-generated tool that creates blog posts, marketing copy, and generates images.

AI for Newsletters: Dasa.io prides themselves on being the world’s only truly personalized email newsletter, with every newsletter you send completely customized to each one of your subscribers.

2. AI for Operations

Leverage the power of AI to transform your business operations. Streamline systems by integrating inventory optimization, simplifying your accounting, and automating routine tasks. By using AI for inventory monitoring and management, you can make better purchasing decisions, track accurate forecasting, and cut back on overspending. And AI algorithms can help with suggesting when and where to source materials, allocate resources, and update production schedules.

AI for Inventory: Inventoro.com is an AI-driven sales forecasting, replenishment optimization, and industry standard inventory management system.

AI for Accounting: Xero is accounting software that uses AI to automate accounting tasks and forecast cash flow for small businesses.

3. AI for Customer Service & Sales

Have you ever wondered if there’s a human on the other end of the box that pops up offering assistance when you arrive at a website? There’s a strong chance that it’s a chatbot, designed to automatically converse with customers looking for a product or service. And while many of your customers appreciate the fast, friendly, expert service you provide them in store, there are benefits to an automated online presence. In fact, some of these bots are so advanced that customers aren’t aware they’re not talking to an employee. In addition to connecting with customers, AI tools can also follow up with leads by way of emails and texts, improving the customer experience and creating positive interactions. When used properly, AI technologies can be used to support your sales team, respond to consumer requests, and also anticipate their needs.

AI for Customer Service: Hubspot.com uses AI to do everything from automating content creation and social media management to connecting with customers and shortening deal cycles and increasing close rates.

AI for Sales: Powered by AI, the Drift.com platform delivers intelligent chat, actionable insights, and intent scores to help you personalize customer experiences with precision.

The ABCs of AI Tools

Capitalize on the ingenuity of AI and allow it to benefit your store in the following five ways.

is for Accuracy: As detail-oriented as you try to be, the quality and consistency of your work decreases when you’re overworked, understaffed, or simply human. AI tools are amazingly more accurate than you or your employees, reducing the risk of errors and accurately tracking expenses and generating documents.

is for Boosting your competitive edge: Anytime you improve your store’s performance, whether it be with products, customer service, or by advancing efficiencies, accuracy, and decision making, you’re keeping competitive and giving customers a reason to give you their business.

is for Cost savings: Grocery stores are saving staffing costs by offering self-checkout. Now it’s time for you to reap the benefits - and cost savings - by automating tasks that you’d otherwise hire employees to accomplish.

is for Decision making: Eni mini miny mo no more! With these tech tools, you can make informed decisions for your store because of real-time metrics. AI-based tools boast analytic capabilities that will provide you with data on everything important to you, from trends to customer spending.

is for Efficiency: Doing the same task over and over? AI-based tools can automate things like data entry, accounting spreadsheets, and file management, allowing you to connect with customers or focus on other responsibilities.

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SURFPREP

IS ALLPRO’S CLEAN SANDING SOLUTION

“Working with SurfPrep has been phenomenal! The dedication they have to their customers and end-users is unheard of in today’s professional environment. You

can’t find better quality sanders and abrasives in the market!”

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YOUR GUIDE TO WHERE MOUNTAIN & METROPOLITAN LIFE COLLIDE

n Denver, there’s no need to choose between country living and urban life. While you can enjoy everything big city life has to offer, including a pedestrian-friendly downtown, world-class museums, a thriving culinary scene, top sports teams, and shopping galore, the Rocky Mountains, with its endless outdoor activities, are just an hour away, providing a picturesque backdrop to the urban hub.

We’re excited to have ALLPRO’s annual Stockholder Meeting in the Mile High City, nicknamed because it’s one mile above sea level. The meeting will be packed with workshops and keynote speakers, but there will still be time to explore this bustling city and experience mountain life. And we hope you spend some extra time in Denver, as it’s one of those places that will keep drawing you back because of all it has to offer!

The conference will take place at the Sheraton Denver Downtown Hotel, which went through an $80-million transformation in 2021. The Sheraton itself is packed with amenities, including the cocktail bar BEZEL, a virtual games suite, and a year-round heated rooftop pool. For when you have more time to explore, the Sheraton is conveniently a walk or short drive to top spots to see in the city.

The 16th Street Mall, just outside the hotel, is lined with cafes, shops, and restaurants. The strip is open to only pedestrians and transit. The area is going through a revitalization period, with construction wrapping up next year, but businesses are still open, and it’s a hot spot to visit. A free shuttle bus can take you along the mall, and at night, horse-drawn carriages and pedicabs fill

the street to get you where you need to go. Beyond the north end of the mall, you’ll reach the hip Highland neighborhood, with charming shops, trendy restaurants and bars, and breweries. No matter where you are in Denver, there is no shortage of breweries, tallying in at over 150. A couple notable downtown distilleries to check out are Great Divide Brewing Co. and Wynkoop Brewing Company, which was Colorado’s first brewpub.

For a glimpse into Denver’s past, take a tour of Molly Brown’s House Museum, also called the House of Lions because of the lion statues surrounding the home. The home of the late Margaret “Molly” Brown, a philanthropist, activist, and survivor of Titanic, the museum showcases her life story of how she went from living in poverty to becoming a millionaire, a status that she used to give back to charity and to fight for workers’ and women’s rights.

Want a taste of nature without leaving the city? Head to Confluence Park, located where Cherry Creek meets the South Platte River. Hike along a trail or rent a bike to cover even more ground. On hot days, you’ll see people tubing down the South Platte or kayaking, if the conditions allow. Spend even just a few minutes there and you’ll see it’s an urban playground for all ages. Confluence Park plays a big role in Colorado Gold Rush history. In 1858, a group of gold panners started their search there and found gold just a few miles away from the junction. This was one of the findings that sparked the excitement for more panners to follow, eventually leading to the founding and development of Denver.

And when in Colorado, visiting the Rockies is a must. An hour and a half outside Denver, Rocky Mountain National Park will immerse you in nature, with its scenic views and abundant wildlife. Take it all in while hiking or biking, or if you want to experience the beauty of the Rockies while in the comfort of a vehicle, Bear Lake Rod Corridor and Trail Ridge Road are popular routes to drive. You can stop along the way to enjoy the breathtaking views and stretch your legs.

Whether you choose to stay within minutes of the hotel or venture into the wilderness, Denver has tons to offer. It’s one of those “something for everyone” destinations, and we can’t wait to welcome you for a weekend of learning, discovery, and connection!

Rocky Mountain National Park

georgetown loop Railroad

Cheyenne Mountain Zoo

Estes Park

1. confluence park 2. wynkoop brewing company 3. great divide brewing company 4. 16th street mall 5. sheraton denver downtown hotel 6. molly brown’s house museum 10. brewery bar ii 11. highland community 12. rocky mountain national park 13. estes park 14. georgetown loop railroad 15. cheyenne mountain zoo

allpro stores

INSIDER INSIGHT

Raised in Colorado and having worked in Denver for 48 years, Old Western Paint Co. President Adeline Smith knows a thing or two about the Mile High City. Here are her top picks of what to see in and around Denver.

Located in buildings as beautiful as the art they hold, the Denver Art Museum in the city center is always a treat to visit with its extensive exhibitions and collections, including one of the most comprehensive collections of Indigenous arts from North America.

Take a free guided tour of the Denver Mint, located in the heart of Denver, to see where billions of coins are made each year.

In the mood for Mexican food? Adeline’s favorites include El Noa Noa Mexican Restaurant and Brewery Bar II.

Named the fourth best zoo in North America in 2023, Cheyenne Mountain Zoo in Colorado Springs allows you to get up close to the animals, like getting to hand-feed giraffes or walking alongside penguins.

Take a trip back in time and go for a ride on the Georgetown Loop Railroad, located in the Rocky Mountains just under an hour outside Denver. Add on a mine tour and gold panning for a true old-time experience!

An hour and a half outside Denver, Estes Park is a Colorado mountain town at the foothills of Rocky Mountain National Park, featuring great restaurants, old town shopping, and plenty of outdoor activities.

Networking with

1. SHE’S FOLLOWING IN HER FATHER’S FOOTSTEPS

After graduating with a degree in business administration, Shropshire dipped her toes in another industry, working as a paralegal for a real estate firm, before joining the team at Rose Talbert Paint Company. “My business administration major gave me a good understanding of business and entrepreneurship, so it felt like a natural path for me to join the family business and help develop the company alongside my father and uncle,” she says.

While Shropshire started working in marketing, her role quickly expanded to include a variety of responsibilities for the retail stores and manufacturing plant. “Shortly after I started, I began helping with store management, sales, and even human resources. I’ve enjoyed playing a small part in every aspect of the business. Being new to the industry, my goal has been to learn as much as I can about every part of the business – whether that’s manufacturing or retail paint sales – I want to know it all!

2. SHE HAS BIG BUSINESS ASPIRATIONS

In addition to wanting to know all the ins and outs of the paint industry, Shropshire is also focused on the growth of Rose Talbert Paint Company. As the only architectural paint manufacturer in South Carolina for more than 100 years, she is focused on continuing the longevity of the business, expanding the reach, and exceeding the expectations of customers.

“I think that provides a great opportunity for us to really capture our local market,” explains Shropshire. “We’re working on continual growth. One of my goals is to be able to open more stores in South Carolina.”

3. SHE VALUES CONNECTION

Get to know former soccer player, outdoor enthusiast, & NextGen retail member Virginia Walker Shropshire

As business development specialist for Rose Talbert Paint Company, Virginia Walker Shropshire handles everything from marketing to human resources. When she’s not fully immersed in the day-to-day aspects of the manufacturing plant and retail stores, you can find her playing soccer with her kids or enjoying the outdoors.

Here are five other things you might not know about our NextGen retail member from South Carolina.

“I really love the people,” says Shropshire about her favorite part of the paint industry. “I get to meet someone new every day. Whether it’s a contractor, architect, designer, or homeowner, I’ve been able to connect with so many new people in my community and beyond.”

Shropshire’s connections travel far past the South Carolina border where she works and includes ALLPRO colleagues from coast to coast. “There’s so much value in these groups and cultivating those relationships has shown to be extremely beneficial.”

with fellow NextGen members have given Shropshire the comfort and confidence to get more involved in the industry.

“I’ve really enjoyed the NextGen group and love how it provides a smaller group to connect with,” she says. “Walking into my first ALLPRO meeting was intimidating but having my friends from NextGen has changed that dynamic and helped me grow and excel professionally. I love that it allows for small group collaboration and sharing ideas with others in the industry.”

Shropshire says her involvement with ALLPRO and NextGen has been an invaluable resource for her career and for the company. “The ability to collaborate with people who have different levels of experience and exposure within our industry has completely transformed my outlook on the paint industry, and our potential as a company.”

5. SHE’S GIVING BACK

Shropshire was recently elected as vice president of the National Association of Women in Construction, Columbia, SC Chapter.

“This association is dedicated to career growth and leadership development for women in construction,” she explains. “We provide scholarships to students in the industry, offer continuing education, and have great events to promote industry awareness in young kids.”

WHAT DO YOU LIKE TO DO IN YOUR FREE TIME? You can find me anywhere outdoors. I love hiking, boating, camping, kayaking, and fishing. I also love going to see live music!

WHAT KIND OF MUSIC DO YOU LIKE TO PLAY IN THE STORE? Charley Crockett is my current favorite but I’ll play country, soul, blues, pop, and anything in between!

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN? The best piece of advice I’ve ever been given is, “Do what you say you’re going to do – every time!” This is a statement from my dad and is how he lives his life both professionally and personally. He’s a man of his word and I think that’s the most important characteristic to carry in any business or aspect of your life.

4.

NEXTGEN IS PROPELLING

HER ALLPRO’s group of young people has Shropshire passionate about her future in the independent paint channel. Conversations

WHAT MIGHT OTHER NEXTGEN MEMBERS BE SURPRISED TO LEARN ABOUT YOU?  I used to be a pretty good soccer player and played in college. Now I just play for fun with my kids!

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