DALLAS--(BUSINESS WIRE)--Flooring America/Flooring Canada, a division of CCA Global Partners the nation’s largest floor covering cooperative, today kicked-off conneXtion™, its newly branded bi-annual meeting that connects its more than 500 independent floor covering retailers at the Gaylord Texan Convention Center in Dallas, Texas. Bringing together the best and the brightest flooring retailers in North America, conneXtion provides a platform for thought-provoking discussions and strategies on how retailers can continue to grow their businesses by leveraging the most innovative technology and create stronger engagement with customers.
According to Keith Spano, President of Flooring America, “2014 is proving to be another successful year for our members, over 20% of our members seeing a 20% increase in business and we continue to outpace the industry by 5%. Pretty impressive to say the least.”
He adds, “Even with such tremendous success, our goal is to continue to elevate the Flooring America/Flooring Canada brand as we continue to build the road map to becoming the most recommended flooring stores in North America. At conneXtion, we will share highlights from the three-year strategic plan, developed with the help of the Flooring America Advisory Council, which includes innovations in technology and products and merchandising that are designed to drive engagement within the membership as well as with the consumer.”
On the marketing front, Flooring America’s marketing executives will outline their omni-channel marketing strategy that entails a seamless communication approach to the consumer experience through all available shopping channels, for example mobile devices, social channels, in-store experiences, broadcast, direct mail and more.
Frank Chiera, Vice President of Marketing, explains, “As we continue to strive to engage with our customers in a deeper way, we have developed an enhanced omni-channel marketing strategy to ensure seamless communication with our customers at all touch points.”
Showcased at conneXtion will be the fourth generation of the FAST program, the exclusive curated content creation and syndication platform for all social channels, which now includes Instagram. The My Floor Guide app that will provide customers with an amazing in-store experience from electronic pricing and product info to customized product information. And the second generation of the CASH program that will become the new CRM system for members.
Additional 2014 marketing initiatives in the works involve strategic partnerships with well-known consumer brands that will allow Flooring America/Flooring Canada members to expand their exposure, build credibility and ultimately grow their businesses. Also being unveiled at conneXtion is the niche marketing strategy, featuring a new Hispanic marketing kit as well as a targeted media plan to reach the millennial audience through Facebook, Twitter and mobile advertising to drive the millennial audience to stores.
Chiera continues, “When it comes to creating and executing a marketing strategy for our members, we know we must stay ahead of the curve. To solidify our position in the marketplace, we have implemented the “Road to the Most Recommended” marketing initiative. As part of the plan, we will commission an independent research study from a prominent research house to confirm that Flooring America/Flooring Canada is indeed the most recommended flooring store in North America. To augment our members efforts to obtain local reviews, we have created an execution guide to assist them with getting more local reviews from customers as well as providing enhanced technology to make it easier for sales professionals to capture relevant customer information.”
The Merchandising Team will present new products and displays designed to appeal to the new market segments in which Flooring America/Flooring Canada will target in the future. The team will also announce new elements of the Evolutions Merchandising System which allows Flooring America /Flooring Canada members the flexibility to merchandise every flooring product that they carry in a multitude of ways within one display system.
They will introduce some exciting new additions to their LVT and Hardwood programs that are especially suited to today’s active families. Most notably, they will introduce two new additions to their Private label Hardwood programs from Mannington. These programs feature hand crafted details and some of the industry’s hottest styles. In addition, they have some amazing new pattern introductions in the Tigressa Cherish collection.
Spano concludes, “We have been diligently working to create a plan for success for our members, providing them with enhanced tools to connect all aspects of their businesses from marketing and sales to merchandising and product innovation. We encourage them to take advantage of all these valuable assets to expand their businesses.”
conneXtion takes place August 4th through August 5th at the Gaylord Texan Resort.
About Flooring America and Flooring Canada
Flooring America and Flooring Canada are divisions of CCA Global Partners the nation’s largest floor covering cooperative. With more than 500 independent, locally owned flooring retailers, Flooring America’s member stores work hard every day to become the most recommended flooring stores in North America. Flooring America’s independent retailers strive to make customers deliriously happy by guiding, advising and finding the right floor to make homes beautiful. We are the flooring store where friends send friends for their new floors.