Sarasota, Fla.—During its FloorCon 2021 event held here, Broadlume announced the acquisition of RollMaster, a flooring-specific software company. The addition of RollMaster is the latest in a line of acquisitions that have bolstered the company’s commitment to the flooring industry—including FloorForce, Creating Your Space, Freetail and Retail Lead Management.
That commitment has culminated in the launch of Broadlume’s all-in-one platform (see the full story on the revolutionary launch in the Nov. 22/29 issue of FCNews), which will now include RollMaster’s cloud-based ERP system. “From a click on an ad, to a click on your website, to product visualization, to the lead entering your CRM, as a retailer we know you need to do all of these things, but we also know you need to check inventory, order material and record a perfect journal entry,” explained Todd Saunders, CEO of Broadlume. “We heard you loud and clear.”
Patrick Ferries, COO, RollMaster, noted that while RollMaster had lofty goals of its own to elevate the software side of the flooring business, Broadlume will help the company achieve that goal faster and more efficiently. “For years, this industry has had a lot of software that didn’t work together—ERP systems and apps that worked in silos,” he explained. “For several years, we tried on our own to expand our API and it was great for dealers who had the tech know-how to integrate systems, but that was a small percentage. This is where Broadlume comes in. They shared their vision of an all-in-one tech ecosystem. They said, ‘Dealers deserve systems that work seamlessly together.’ I knew RollMaster needed to be a part of that. Now you can have it all—the best websites in the business, married to the best visualization in the business, married to the best ERP in the business.”
In addition to a seamless selling system, another major advancement that comes with the RollMaster acquisition is the ability to track and analyze a business’ digital marketing ROI. Jason Goldberg, owner of America’s Floor Source and a speaker at the event, explained: “Whether you’re a dealer running your own marketing or a manufacturer marketing your product, this is the first time ever in the flooring industry that you’re going to track your marketing and see exactly what the consumer buys. This is game changing.”
Ferries added that current RollMaster customers shouldn’t expect to see much change in terms of their use of the RollMaster software, but upgrades and new features will be forthcoming as the system is integrated into the Broadlume all-in-one platform. For users of other software programs that want to onboard the Broadlume platform, Ferries said in-depth consultations will be available along with extensive training initiatives.
(For more on the event, see the Nov. 22/29 print edition of FCNews.)