The FloorCon 2021 conference is slated to take place at the Hyatt Regency in Sarasota, Fla., Nov. 17-19. The in-person conference, which follows on the success of FloorCon 2020—which was held virtually last year—is being positioned as a celebration of the independent flooring dealer amidst dramatic change in the retail industry.

“At FloorCon we will unveil an all-in-one platform built to change the way that consumers shop and buy floor covering, the way manufacturers feature their products and differentiate their products and how retailers can provide an elevated consumer experience separates them from their competition,” said John Weller, chief innovation officer of Broadlume, parent company of FloorForce. “All of those things, collectively, will be showcased at FloorCon.”

A key focal point of FloorCon 2021 will be a strong emphasis on helping floor covering retailers further embrace digital marketing strategies, especially as it relates to interacting with consumers early on in the flooring research phase as they shop online for floor covering. While this phenomenon is certainly not new, the trend has accelerated as a result of shifting consumer habits in a COVID-19 environment.

“What we’re trying to do is provide as much value as we can to help people understand what is going on at the macro level in this industry and how consumer engagement has moved almost entirely online,” Weller said. “If you look at all the statistics, the consumer now spends 12 hours online in the flooring purchase journey and only two hours in a physical location. Those numbers speak for themselves—and that was pre COVID! So, who knows where that number has actually moved to. With all that said, the strategy deployed moving forward had better be digital first, or you’re going to pick up only the scraps that are left behind.”

The ability of the average floor covering retailer to evolve during these challenging times and changing retail climate will be key to their success now and in the future. FloorForce, with its thorough understanding of these overarching market trends, is uniquely positioned to help floor covering retailers navigate these waters. “We are a company that’s really thinking about this all the time,” Weller explained. “We constantly strive to share tidbits of information as much as we can.”

To that end, a big part of the FloorCon 2021 educational program will entail providing retailers with the necessary tools to make sure they approach prospects with the right messaging for the current times.

Dealers are invited to register for the event here.