March 14/21, 2016; Volume 30, Number 19
By Ken Ryan
Spring weather has sprung early in many parts of the country, and flooring manufacturers and dealers alike are trying to take advantage of the favorable conditions with promotions and rebates designed to spur sales. Following are a few sales and promotions going on now.
On March 21 the company launches its annual Outdoor Living promotion, which runs through June 30. The campaign aims to provide retailers with an exclusive opportunity to place bulk orders on Couristan’s outdoor/indoor area rugs at discounted prices as well as offering sales on its outdoor/indoor merchandising displays: the Outdoor Living merchandising box and Without Walls display unit.
Couristan delivered the promotional news via email blast and e-newsletter as well as its social media network. “Social media avenues are used in the middle or late time period of this promotion to give our dealers the opportunity to truly merchandise this category in their stores,” said Larry Mahurter, vice president of marketing and advertising.
Springtime is in full bloom for Flooring America/Flooring Canada members with national promotions to drive traffic to stores.
The Worry Free Savings Event, which began March 3 and runs until April 24, includes markdowns on carpet and hard surfaces. Sale prices are offered on the private label Downs brand of carpet, hardwood (including a 50-year warranty for scratch and scuff resistance) and H2O luxury vinyl that is waterproof and suitable for kid-friendly and pet-friendly homes.
Promotional offers on Floorcraft laminate are available in a variety of upscale styles. Customers can enter a contest to win a $1,500 gift card toward the purchase of a cruise vacation.
In addition, customers can save up to $500 per room through Flooring America’s Roomful of Savings event, which runs May 5 to June 26. Sale prices are offered on select styles from all three brands of Tigressá Carpet: Tigressá SoftStyle, Tigressá Cherish and Tigressá H2O.
Consumers receive a complimentary iRobot Roomba vacuum with any $2,500 purchase.
The Karastan Live Beautifully sale is in full swing across specialty retail stores nationwide. Select styles of Karastan’s most popular carpets, including SmartStrand Forever Clean and Karastan Kashmere, are on sale through March 31 at participating dealers.
Karndean Designflooring’s spring promotions will be highlighted by the relaunch of its premium Da Vinci collection. The new wood designs are heavily influenced by the trend toward reclaimed materials and the aging processes that are applied to achieve a distressed and rustic finish.
Mirage’s 2016 rebate sale will take place March 21 through May 14 at all participating Mirage dealers in the U.S. and Canada, excluding Quebec.
Consumers will receive a $0.50/sq. ft. rebate on Mirage flooring during the promotion. This offer is valid on all Mirage Classic, Mirage Engineered and Mirage Lock products, regardless of species, color or width.
“Spring is the ideal season to begin a remodeling project or new construction, so this event comes at a perfect time,” said Luc Robitaille, vice president of marketing for Boa-Franc, manufacturer of the Mirage brand. “It is a great opportunity to save big while enjoying the quality Mirage floors are known for.”
Nearly 2,000 Mirage Maestro dealers throughout North America are participating in this event. For the rules and a list of participating dealers, visit miragefloors.com/rebate.