Volume 28/Number 6; September 1/8, 2014
By Jenna Lippin
With fall comes an opportunity to take time to start new projects, which, for many, includes new flooring. A number of leading manufacturers and buying groups consider a new season the perfect opportunity to offer incentives that will drive traffic into stores. FCNews spoke with some of these companies about a number of the top promotions to be featured in the coming months.
Abbey Carpet & Floor/Floors to Go
Abbey’s National Gold Tag Flooring Sale and Floors To Go’s National Flooring Extravaganza Sale, which will both run Oct. 1-31, include all the tools to help members plan a successful sale event. A free POP kit is available to participating dealers, which includes signage and sales tags. Options include selecting promotional products (a number of manufacturers are included in the events), re-pricing floors, creating showroom flyers, promoting the sales via member sites and advertising planning. Both groups also offer an option to participate in a direct mail marketing campaign to help promote sales events.
Beaulieu America
Beaulieu America will be continuing its Perfection Is Yours American Express reward card promotion through the fall, with the program concluding Jan. 3, 2015.
Qualifying Beaulieu America dealers will earn a $200 American Express reward card for selling multiples of 200 yards of qualifying Beaulieu America styles during the promotion.
There are a variety of Beaulieu America carpet collections and styles included in the program; among them are Bliss Perfection, Bliss Magic Fresh, Bliss Healthy Touch, Bliss Stainmaster with Magic Fresh, Bliss Indulgence and more.
Dealers should see their Beaulieu representatives for details and how to qualify.
Carpet One Floor & Home
Carpet One Floor & Home’s new collection of pink ribbon welcome mats—available in participating stores Oct. 1—marks the group’s 10th year of supporting breast cancer research. Twenty-five percent of the sale price of each mat is donated to The Breast Cancer Research Foundation (BCRF).
The Carpet One Welcomes Your Support campaign has been raising funds to support organizations and researchers searching for a cure since 2004. This year’s collection includes 15 new designs that make a statement of support in any home.
The collection will also include 12 designs created by interior design experts. These interior designers and stylists have tapped into their design styles and personal inspiration to create the first Designer Series of pink ribbon welcome mats. Each designer collaborated with Carpet One Floor & Home to develop a mat design that represented himself/herself.
Flooring America
Through Sept. 15, consumers can buy select styles of Downs carpet in Flooring America stores at sale prices and receive free installation as part of the Free Installation Event. According to management, the Downs reputation for superior construction, exclusive styling and exceptional performance makes it a go-to brand for consumers, and they can now have it installed without any extra work or any extra costs.
The One Price Covers It All campaign, which will run from Oct. 2 to Nov. 11, will feature sale prices and no charges for extras on select Resista and Resista Soft carpet offered in Flooring America stores. Sale features include free room measure and estimate, free carpet delivery, free carpet and pad rip out and haul away, free furniture moving, and the first Stanley Steemer cleaning at no charge (at participating stores).
Karastan
National Karastan Month, which always occurs during the fall months, will run this year from Sept. 25 through Nov. 10. Mohawk is providing Karastan retailers with extensive resources to showcase the brand’s signature styling and help attract customers, including national advertising, retail advertising—including ready-to-use images, newspaper ads, magazine ads, direct mail inserts, radio scripts and web-based promotions—point-of-sale kits, finance offers, Imagination program and a cushion offer. The sale features consumer rebates and product discounts on the season’s most popular trends.
Mohawk
The upcoming annual Mohawk Anniversary Sale is exclusively available for Floorscapes and ColorCenter retailers. The promotion will run from Sept. 12 through Oct. 27 and offers a number of valuable incentives, including product discounts and cushion offers, cash-back incentives, consumer finance offers and enhanced Mohawk Infinite Reward points. The company is also extending a full mix of national and local advertising support and updated, eye-catching point-of-sale kits to promote in store.
Shaw
Shaw’s annual 30 Days of HGTV Home promotion features special financing and will run through Sept. 30. This year the company is offering 30 months of financing during the 30-day promotion. For retail sales associates, incentives have been added to HGTV Home flooring products by Shaw. Shaw will have social media support with daily giveaways during the promotional period.
Shaw’s second promotion for fall, Floor Now, Pay Later, will take place from Oct. 1 through Nov. 10. Also centered around finance, Shaw will be offering 24-month financing plus a $150 manufacturer’s rebate. This promotion will receive national advertising support and daily giveaways posted on Shaw’s social media sites. Dealers will have complete advertising packages and marketing materials. For the retail sales associate, Shaw has incentivized all Anso nylon products during the promotional period.