April 24/May 1, 2017: Volume 31, Issue 23
Las Vegas—Floors & More has bold plans in store for the future. The retail buying group, which includes the Floor To Ceiling and the Big Bob’s Flooring Outlet divisions, outlined some of its plans during its annual convention held here earlier this year.
Vinnie Virga, CEO and founder, said he believes there will be more change in the industry in the next 10 years than in the previous 20. He pointed out that digital marketing is the single biggest difference maker facing independent home décor businesses today. Specifically, he said communication and education are the key drivers that will pave the way for future success.
One such vehicle includes a new electronic platform that gives members access to all things Floors & More. “This platform also gives members the ability to communicate with each other and our corporate personnel. It’s a one-stop portal for our members that includes Facebook-like posting capability, educational platforms, products, rebate tracking and advertising content.”
A common theme behind Virga’s message to members is change is inevitable—you must embrace and leverage it, he noted. The message of unity was also a talking point. “Together we are strong,” he told members. At the same time, he challenged retailers to identify new ways to grow their businesses.
New products, programs
Another objective was to help members differentiate themselves from the competition. To that end, Floors & More introduced two private-label programs (from Phenix and Dixie) that are part of a new Stainmaster display. The products will begin shipping to members in May. In addition, the buying group launched Beaulieu America as part of its own Riviera private brand featuring middle to better quality carpets at great values for members.
Beyond new product offerings exclusive to Floors & More retailers, the group also unveiled new sales and marketing promotional tools. Ali Klement and the marketing team created an advertising portfolio for the spring. The campaign focuses on members’ best practices in promotions that are designed to drive traffic to members’ stores. These campaigns have been coordinated to run automatically across many platforms including digital marketing alongside traditional TV, radio and print. The ads feature Floors & More’s own talent and were all shown in high definition.
Floors & More also promoted the fact it offers members several options, providing dealers with two different divisions from which to choose. The Floor To Ceiling division is for existing business owners showcasing home décor along with flooring. Virga said this program provides the tools necessary for members to succeed and be more profitable without having to change their name.
The other division, Big Bob’s Flooring Outlet franchise, is geared to existing flooring or water/fire restoration companies that provide flooring to businesses after, say, a fire or flood. “We will make it easy to get into this highly successful outlet program,” Virga said.
Other highlights from the convention: Pami Bhullar, director of retail development, Stainmaster, gave the keynote address. Known for his retail prowess and sage advice, Bhullar believes if retailers can incorporate three goals into their businesses, they can anticipate a year of prosperity and managed growth. It’s an annual tradition for Bhullar to offer 10 resolutions for floor covering dealers.