October 13/20, 2014; Volume 28/Number 9
By Jenna Lippin
Traditional marketing for generating retail traffic includes direct mail campaigns, follow-up phone calls and even some television and radio ads, usually highlighting specials sales or promotions. However, in today’s fast-paced digital world, the average consumer needs more than old-fashioned advertising to be driven into a store.
The average consumer does a significant amount of Internet research before making an in-store purchase. Therefore, retailers must learn to be web-savvy, ensuring their sites have the right tools and features to help generate traffic. Because this task may seem daunting to some, many manufacturers have created online platforms to help their retail partners attract customers.
Mohawk, for example, connects to its dealer partners at practically every touch point on its websites. Whether it is the direct Find a Retailer tool, applying for credit or ordering samples, there is always an option to be directed to a local Mohawk retailer.
“We are trying to always move the customer,” said Kent Clauson, Mohawk’s vice president of brand and digital. “We know her journey and how she shops, allowing us to set up strategic steps based on what stage she is in, which will ultimately get her to a retailer.”
What Mohawk has found most effective in driving retailer traffic is the option to order samples via its website. Because consumers are waiting longer and longer to make an in-store visit, they are doing more online, including ordering samples—when given the opportunity. “Websites have gotten better at delivering information so consumers don’t have to go into stores as early in the buying process,” Clauson said. “We measure the traffic, attach promo offers and local dealer information to samples so we can track them back to our system, and then understand the success rate. Samples are most successful [for driving traffic], and that’s to no surprise; if you order samples, you’re serious to buy.”
Dealer locators and more
Shaw highlights its retailer locator web feature, which Todd Callaway, director of digital content, considers a “vitally important” part of shawfloors.com. “With a prominent space in our global navigation and multiple paths throughout the site, visitors will always know the importance of being able to find their favorite floors in their local market. Continued focus on site traffic has enabled the visibility of the locator to be key to its increased value.”
In addition to the locator, Shaw’s website includes multiple touch points that feature locator results, including promotions with specific participating retailers and sample ordering that highlights nearby stores that carry a particular product.
Along with its website’s store locator function, Armstrong has brought success to its retailers through its “request a quote” form that is available with each Elite partner store listing. “Consumers can complete the form, provide some information about their projects and request either a quote, in-home estimate or showroom appointment,” explained Bronwynn March, manager, residential eMarketing. “We will hand this request off to an Elite partner on behalf of the flooring shopper. These Elite partners also have co-branded web pages that are optimized for local search. These pages provide a direct link to the Elite retailer’s own website, as well as access to the coupon and quote forms which are part of our lead gen retail program.”
No matter the best functions, what is most important to any manufacturer is a website that is optimized for mobile usage. Consumers in 2014 are doing most of their online research prior to purchase via mobile devices such as smartphones and tablets. They often venture into stores with these tools in-hand, continuing to scroll through options and do comparison shopping while walking a retail showroom.
Through its web analytics, Mannington has found that 33% of device access on its website is mobile, according to Harriet Ayoade, the company’s communications specialist. “Mobile usage during the past five years on our site has been doubling and, in some instances, tripled from year to year,” she noted.
Clauson said mobile usage has actually surpassed desktop access to websites, making responsive websites—those that can be adapted for mobile usage—a key focus for Mohawk. “Mobile is a large part of what we do. We built our website to be responsive on any type of device so it is instantly adjusted to optimize the experience for the customer. We’ve integrated the same level of calls to action in mobile devices as if the site was accessed from a desktop computer. People expect to easily navigate a site across all devices.”
The easier it is for a consumer to navigate a website, the easier it is for her to find you.