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Carpet One Floor & Home supports breast cancer research with annual pink ribbon welcome mats

screen-shot-2016-10-17-at-2-01-27-pmManchester, N.H.—Carpet One Floor & Home released their annual collection of pink ribbon welcome mats under the Carpet One Welcomes Your Support campaign. Established in 2004, the campaign has raised nearly 1 million dollars for various breast cancer research charities and organizations by donating 25% of each welcome mat sale. This year, Carpet One continues to support the Breast Cancer Research Foundation.

Carpet One Floor & Home’s latest mat collection features an exclusive assortment of designer mats by guest contributors including interior designer and design blogger, Lisa Mende; interior designer, Traci Zeller; HGTV designer, Melissa Davis; and celebrity interior designer, Kelli Ellis. With looks ranging from trendy geometric patterns to seasonally-inspired designs, the 20-piece collection offers customers a wide variety of styles to choose from.

Pink ribbon welcome mats are made in the U.S., and are available year-round at participating Carpet One Floor & Home stores. Each mat has a design marked by a pink ribbon as a reminder of the cause. Constructed with a durable rubber backing and stain-and-water resistant materials, the mats are fit for both indoor and outdoor use and are machine-washable.

To learn more about the campaign and view the latest welcome mat designs, visit Carpet One Welcomes Your Support.

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Carpet One Floor & Home launches redesigned website

screen-shot-2016-10-05-at-9-41-21-amManchester, N.H.—Carpet One Floor & Home launched its redesigned website with a customer-centric focus. The updated, interactive platform houses new and engaging content to create a customer experience that’s equally inspiring and informative. Designed to engage customers along the path to purchase, the site features new tools and resources to help a customer navigate from the first steps of gathering inspiration to the final steps of installation.

New tools featured on the Carpet One Floor & Home’s site include:

  • SelectAFloor Finder – A quiz that helps customers curate flooring choices based upon their personal preferences and lifestyle.
  • The Compare Tool – Offers customers a side-by-side comparison of flooring categories, along with a detailed comparison between individual products from within the same category.
  • The Flooring Guide – A comprehensive collection of the most relevant questions and answers related to all facets of flooring.
  • Room Visualizer – Allows users to upload an image from within their home and virtually try on different flooring products.

The new site also hosts an updated inspiration section that offers ideas and inspiration relevant to all aspects of interior design. Customers can search by room or design style through regularly updated collections of inspiring interiors, helpful articles and exclusive designer videos.

In addition, the platform allows customers to save, manage and share content. By registering for free, customers gain access to My Boards, a new feature that allows them to ‘favorite’ content found throughout the site including products, images, SelectAFloor Finder results, blog posts and more.

Customers are encouraged to explore the redesigned site and sign up for a Carpet One Floor & Home account to start taking advantage of the interactive, new features.

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Carpet One Floor & Home raises over $100,000 for T2T 5K

screen-shot-2016-10-05-at-9-41-21-amManchester, N.H.—Carpet One Floor & Home store owners and employees participated in the annual Stephen Siller Tunnel to Towers 5K Run & Walk in New York City on Sept. 25. The efforts of independently-owned stores across North America as well as employees in the company’s two corporate offices generated $103,457 in donations.

The annual event honors the sacrifice of Firefighter Stephen Siller who laid down his life to save others on Sept. 11, 2001. The Tunnel to Towers foundation supports first responders and military through the Building for America’s Bravest program. This program builds customized smart homes for injured veterans.

In appreciation for their sacrifice and service to their country, Carpet One Floor & Home members and Mohawk Industries partnered to furnish and install all the flooring for the homes built by the Building for America’s Bravest program. “For the 15th anniversary of 9/11, we wanted to bring our store owners together to participate in the T2T 5K Run & Walk. We’re proud that over 200 members of our cooperative participated and that even more have helped raise funds for Building for America’s Bravest,” said Howard Brodsky, CEO of CCA Global Partners (the parent company of Carpet One Floor & Home).

To learn more about Building for America’s Bravest and Carpet One Floor & Home’s efforts visit CarpetOne.com/Our-Bravest.

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Carpet One Floor & Home announces new advisory council members

Manchester, N.H.—Carpet One Floor & Home welcomed four new members to their advisory council. This Council consists of twelve store owners who are members of the Carpet One Floor & Home cooperative. They serve as a sounding board for all store owners and provide input to the CCA Global Partners and Carpet One Floor & Home executive teams on all areas of the business, including product line composition, lease programs, display creation, marketing and merchandising strategies.

Andrew Wiebe will represent Canada Central West, which encompasses Alberta, British Columbia, Manitoba and Saskatchewan. He is an owner of Red Deer Carpet One Floor & Home in Red Deer Alberta. With 10 years of experience in the business, Wiebe intends to serve his region by ensuring that members are united and taking full advantage of the benefits of the cooperative to improve their business despite a challenging economy.

Lee Emerson will represent the states of Arkansas, Louisiana, Oklahoma and Texas in the Midwest region. He is the owner of Emerson Carpet One Floor & Home in Baton Rouge, La. Emerson plans to work closely with members in his region to make sure that the Carpet One Floor & Home leadership team is aware of challenges that store owners are facing. He also hopes to help create new programs that will address these challenges.

Jeff Lerner will represent the Southwest region covering California and Hawaii. Jeff is the owner of Floorcraft Carpet One Floor & Home in San Francisco, Calif. With over 20 years working in his business, Lerner brings a wealth of experience to the group. He looks forward to engaging with the group to find solutions and opportunities that will benefit the entire cooperative.

Barb Martin will represent the District of Columbia, Maryland, North Carolina, Pennsylvania and Virginia as the Mid Atlantic council member. Barb is owner of a Pennsylvania family business, Martin Carpet One Floor & Home. With a focus on providing a family atmosphere for all employees and strong connections to the local community, Barb will provide a people-focused perspective.

“Each of these members bring something different to the table, but they all bring a passion for their business,” said Eric Demaree, president of Carpet One Floor & Home. “We are excited to hear their perspective, and we are confident they will help us bring more value to all our store owners and their associates.”

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CCA teams up with WFCA, CFI to tackle installation shortage

cca logoManchester, N.H.—CCA Global Partners has partnered with the World Floor Covering Association (WFCA) after its recent purchase of the International Certified Flooring Installers Association (CFI) to help address the shortage of qualified flooring installers. Through this new partnership, members of CCA’s floor covering divisions will be provided with incentives to bring new hires to the industry and the CFI will have them qualified and up-to-speed quickly.

“CFI is well-respected for providing quality installation training,” said Charlie Dilks, chief product officer, CCA Global Partners. “CCA members have been asking for help in recruiting and training more installers and we feel this program will help them meet the challenge.”

Through this new partnership, members of Carpet One Floor & Home, Flooring America/Flooring Canada and International Design Guild will benefit from tuition credits and discounts from both CCA and WFCA.

“It’s exciting to see CCA making a significant investment to help resolve an industry-wide problem,” said Scott Humphrey, CEO of WFCA “We are happy to do our part in encouraging CCA’s members to provide installation training through CFI.”

CCA will provide its members a discount toward the cost of tuition when the installer completes one of CFI’s installation training classes for carpet and hard surface classes.

“This is a huge step helping alleviate some of the challenges our members have faced with the current installer shortage,” Dilks added. “Quality installers are essential to our members’ success.”

The CFI schools introduce installers to many types of flooring and the tools of the trade with an emphasis on efficiency and craftsmanship. Courses cover hands-on installation techniques, customer service training and OSHA and EPA standards training. Graduates would leave a five-week residential carpet class with the skill sets and confidence to go into the field and have the ability to install an average 3 bedroom home. They also receive CFI Certification.

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Carpet One Floor & Home wins 'Best Of Design' on Houzz

C1FH_revbox_321PCManchester, NH–Carpet One Floor & Home has won “Best Of Design” on Houzz, the leading platform for home remodeling and design. North America’s leading floor covering retailer was chosen by the more than 35 million monthly unique users that comprise the Houzz community from among more than one million active home building, remodeling and design industry professionals.

The Best Of Houzz is awarded annually in three categories: Design, Customer Service and Photography. Design award winners’ work was the most popular among the more than 35 million monthly users on Houzz. Carpet One Floor & Home’s photos are frequently viewed, saved, shared and included in conversations on Houzz. A “Best Of Houzz 2016” badge will appear on winners’ profiles, as a sign of their commitment to excellence. These badges help homeowners identify popular and top-rated home professionals in every metro area on Houzz.

“We are committed to inspiring our customers as they create beautiful homes,” said Terri Daniels, vice president of public relations & communications for Carpet One Floor & Home. “Houzz is a great place for our customers to get inspired and learn what style they want for their home.”

 “Anyone building, remodeling or decorating looks to Houzz for the most talented and service-oriented professionals” said Liza Hausman, vice president of industry marketing for Houzz. “We’re so pleased to recognize Carpet One Floor & Home—voted one of our “Best Of Houzz” professionals by our enormous community of homeowners and design enthusiasts actively remodeling and decorating their homes.”

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Carpet One members ‘engage’ with consumers, product

Jan 18/25; Volume 30/Number 15

By Nadia Ramlakhan

Orlando—The flooring industry has evolved coIMG_1411nsiderably in recent years and Carpet One Floor & Home’s 2016 winter convention, held at the Orange Country Convention Center here Jan. 9-10, was focused primarily on getting members and their sales associates up to date. “The path to purchase has dramatically changed within the last decade and we’re in front of it now,” said Eric Demaree, Carpet One president.

This year’s theme, “Engage,” consisted of engagement at multiple levels, whether it is between retailers and consumers or sales associates and products. “This whole convention is going to provide retailers with tools to get their employees engaged with our customers, merchandising, marketing and our products,” he continued, “and engaged with the proper level of training so they understand the world has changed.”

Windy Baker, Carpet One Floor & Home, Oro Valley, Ariz., understands adjustments need to be made to survive in the retail landscape. “It’s bringing up a conversation about engaging younger sales staff and millennials into the business not only as employees but also into our stores,” she said. “We need to learn how to relate to that generation and stay current with the times as far as which products we select and how we interact.”

Part of that stems from getting to the consumer earlier as she is searching for inspiration online. Today, over 85% of flooring buyers look to the Internet first for product education, positive reviews, room scenes and design ideas. To address these changed buying habits, Carpet One has developed One Stop Digital Plus—an updated content marketing program designed to help retailers be found online. The program helps with researching local keywords, writing marketing content, posting on social media, and managing ratings and reviews.

“I’ve learned digital marketing is the way our industry needs to go,” said Guy Pylypiw, Oshawa Carpet One Floor & Home, Oshawa, Ontario, Canada. “The industry has been far behind for too many years. If we don’t focus on digital we are going to fall behind the big boxes and larger competition.”

In terms of product, Carpet One is introducing programs to keep retailers engaged with their audiences. Cutting Edge Custom Area Rugs is an area rug program that will capitalize on the hard surface category’s increasing growth since a large majority of hard surface purchases are often accompanied by an eventual area rug purchase. Offering custom area rugs to customers will allow dealers to capture more market share as broadloom sales are being lost to hard surface.

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This new program also features a rug calculator, which easily and quickly calculates the cost of any custom area rug, allowing dealers to instantly create rugs with their customers. The online tool can be used on any mobile device.

While area rug sales boast a compelling percentage of flooring sales (10% of the entire industry, which translates to $2 billion, according to Carpet One), dealers will have to think outside the box to switch consumer buying habits for area rugs from mass merchants and online platforms to independent retailers.

Sheila Norton, C.T. Carpet One Floor & Home, Charles Town, W.V., has some ideas. “We are definitely acquiring the new display to complement our hardwood business,” she said. “We are selling more hard surface now and I would like to create an area rug package to give to those customers. The average time a consumer waits to purchase an area rug after her hardwood floor is installed is three weeks so you can use that time to your advantage. It’s just about the same time you would send a thank you card or warranty information, so you can combine that with information on different trends and edging we offer.”

In addition, Innovia and Innovia Touch will receive display updates in the spring. As a naturally soft and durable product in Carpet One’s performance collection, the new graphics will focus on the notion of cleanability, an aspect that resonates heavily with consumers today.

Bigelow featuring Stainmaster will also revamp its display this spring. With three new wing card designs, each card will call out pet safe, active lifestyle or soft touch depending on which attributes apply.

“Everyone has done a good job of putting displays together and the programs are upscaled so that’s what I’m excited about,” said Wayne Kirby, Carpet One Floor & Home, Columbia, S.C., who has attended Carpet One conventions every year for the past 30 years. “We are going to take away how to upsell and sell better products and I think these displays will give us that.”

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‘Bravest’ dedication to injured war vet on 9/11

September 14/21; Volume 30/Number 7

Carpet One, Mohawk partner on N.Y. smart home

By Nadia Ramlakhan

Screen Shot 2015-09-21 at 1.23.21 PM Staten Island, N.Y.—Building for America’s Bravest, a Stephen Siller Tunnel to Towers Foundation program that raises funds to build custom designed, specially adapted smart homes for injured veterans, hosted a dedication ceremony here Sept. 11 in partnership with Carpet One Floor & Home and Mohawk Flooring. Army Sgt. Bryan Dilberian, who lost both legs below the knee and an arm below the elbow in an IED explosion while serving in Afghanistan in 2011, received the keys to his new 3,000-square-foot smart home equipped with high-tech features that assist in regaining his independence.

For nearly two years, Carpet One and Mohawk have worked with Building for America’s Bravest through fundraising and marketing efforts as well as providing labor and flooring for multiple homes.

Local Carpet One members dedicated their time and efforts to constructing Dilberian’s home. For those who could not offer hands-on labor, Carpet One created a program that would allow all members to participate in the Building for America’s Bravest initiative.

“I think all of our members are so thrilled to have a non-profit they can leverage their talents with and, at the end of the day, who is more deserving than our service people and their families?” said Theresa Fisher, senior vice president of visual merchandising for Carpet One. “There are different homes throughout the country that a whole bunch of our members get to touch, but we also have this [in-store] campaign in which we ask our customers for $10 donations after every sale so that every Carpet One store in the U.S. gets to participate.”

Because each home is designed to meet the individual physical challenges each veteran (most of whom are triple- or quadruple-amputees as a result of IED explosions) faces, this particular house brandished more than a wheelchair ramp in order to adequately address Dilberian’s recovery needs. In addition to his arm and leg injuries, Dilberian also suffered shrapnel wounds to his face and neck and has undergone more than 20 surgeries. Building for America’s Bravest and its partners hope that his new smart home can enable him to become more self reliant.

Some features of the house include an elevator, motorized internal shelving in the kitchen cabinets that allow Dilberian to lowScreen Shot 2015-09-21 at 1.23.11 PMer the shelves at the touch of an iPad, a motorized sink and stove that can easily be adjusted for height, a card access system that allows Dilberian to enter and exit the home without keys, and a multi-zone HVAC that regulates temperature levels in each room separately.

Other partners who contributed include UPS, MasterBrand, Hunter Douglas, Basset and Glidden, among others.

Dilberian said the home turned out to be more than what he expected. “The sinks elevate [and descend] when I’m in my wheelchair so I can wash things instead of hiring someone to wash them for me. The whole house is functional off of the iPad—lights, climate—and everything is voice recognized. The doors open for me and close at the push of a button instead of turning a knob, there is heated cement so I don’t have to shovel snow, ramps so I don’t have to go up any stairs and non-slip floors so I don’t keep breaking my leg every time I take a fall.”

Mohawk and Daltile were the exclusive suppliers for all of the flooring in the home, with Carpet One members providing labor and completing the installations. The entire first floor is LVT, a smart choice according to John Ponte, director of Building for America’s Bravest. “The flooring is important because with a wheelchair you cannot roll on carpet. Not only that, but this type of flooring doesn’t show the marks of a wheelchair. In a lot of houses you’ll see the lines all over and you can never get the house clean.”

The house’s 2.5 bathrooms incorporate tile while the entire second floor consists of hardwood from Carpet One’s Rustic River collection, featuring handscraping and distressed edges that allow any marks to add to its character. “Because of the nature of the product, it’s going to absorb a lot of wear and tear and not show that the way a polished floor would,” Fisher explained.

The Stephen Siller Tunnel to Towers Foundation was created to honor Stephen Siller, a first responder at the site of the Twin Towers during their collapse in 2001, and others who lost their lives that day. Building for America’s Bravest was launched in 2011 to assist other injured service members with their return home.

Frank Siller, chairman and CEO of the Stephen Siller Tunnel to Towers Foundation and brother of Stephen Siller, said one smart home takes about 18 months to build from start to finish, but the organization simultaneously works on multiple homes with the goal of completing at least 15 each year. “I am so proud to say today we have either handed over, broken ground or are in the design stage of 44 homes. But we’ve committed to 200 homes and I know we are going to get it done.”

For more information, visit ourbravest.org.

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Fall promos encourage a fresh start

Volume 28/Number 6; September 1/8, 2014

By Jenna Lippin

Screen Shot 2014-09-11 at 9.46.09 AMWith fall comes an opportunity to take time to start new projects, which, for many, includes new flooring. A number of leading manufacturers and buying groups consider a new season the perfect opportunity to offer incentives that will drive traffic into stores. FCNews spoke with some of these companies about a number of the top promotions to be featured in the coming months.

Abbey Carpet & Floor/Floors to Go

Abbey’s National Gold Tag Flooring Sale and Floors To Go’s National Flooring Extravaganza Sale, which will both run Oct. 1-31, include all the tools to help members plan a successful sale event. A free POP kit is available to participating dealers, which includes signage and sales tags. Options include selecting promotional products (a number of manufacturers are included in the events), re-pricing floors, creating showroom flyers, promoting the sales via member sites and advertising planning. Both groups also offer an option to participate in a direct mail marketing campaign to help promote sales events.

Beaulieu America

Beaulieu America will be continuing its Perfection Is Yours American Express reward card promotion through the fall, with the program concluding Jan. 3, 2015.

Qualifying Beaulieu America dealers will earn a $200 American Express reward card for selling multiples of 200 yards of qualifying Beaulieu America styles during the promotion.

There are a variety of Beaulieu America carpet collections and styles included in the program; among them are Bliss Perfection, Bliss Magic Fresh, Bliss Healthy Touch, Bliss Stainmaster with Magic Fresh, Bliss Indulgence and more.

Dealers should see their Beaulieu representatives for details and how to qualify.

Carpet One Floor & Home

Carpet One Floor & Home’s new collection of pink ribbon welcome mats—available in participating stores Oct. 1—marks the group’s 10th year of supporting breast cancer research. Twenty-five percent of the sale price of each mat is donated to The Breast Cancer Research Foundation (BCRF).

The Carpet One Welcomes Your Support campaign has been raising funds to support organizations and researchers searching for a cure since 2004. This year’s collection includes 15 new designs that make a statement of support in any home.

The collection will also include 12 designs created by interior design experts. These interior designers and stylists have tapped into their design styles and personal inspiration to create the first Designer Series of pink ribbon welcome mats. Each designer collaborated with Carpet One Floor & Home to develop a mat design that represented himself/herself.Screen Shot 2014-09-11 at 9.46.17 AM

Flooring America

Through Sept. 15, consumers can buy select styles of Downs carpet in Flooring America stores at sale prices and receive free installation as part of the Free Installation Event. According to management, the Downs reputation for superior construction, exclusive styling and exceptional performance makes it a go-to brand for consumers, and they can now have it installed without any extra work or any extra costs.

The One Price Covers It All campaign, which will run from Oct. 2 to Nov. 11, will feature sale prices and no charges for extras on select Resista and Resista Soft carpet offered in Flooring America stores. Sale features include free room measure and estimate, free carpet delivery, free carpet and pad rip out and haul away, free furniture moving, and the first Stanley Steemer cleaning at no charge (at participating stores).

Karastan

National Karastan Month, which always occurs during the fall months, will run this year from Sept. 25 through Nov. 10. Mohawk is providing Karastan retailers with extensive resources to showcase the brand’s signature styling and help attract customers, including national advertising, retail advertising—including ready-to-use images, newspaper ads, magazine ads, direct mail inserts, radio scripts and web-based promotions—point-of-sale kits, finance offers, Imagination program and a cushion offer. The sale features consumer rebates and product discounts on the season’s most popular trends.

Mohawk

The upcoming annual Mohawk Anniversary Sale is exclusively available for Floorscapes and ColorCenter retailers. The promotion will run from Sept. 12 through Oct. 27 and offers a number of valuable incentives, including product discounts and cushion offers, cash-back incentives, consumer finance offers and enhanced Mohawk Infinite Reward points. The company is also extending a full mix of national and local advertising support and updated, eye-catching point-of-sale kits to promote in store.

Shaw

Shaw’s annual 30 Days of HGTV Home promotion features special financing and will run through Sept. 30. This year the company is offering 30 months of financing during the 30-day promotion. For retail sales associates, incentives have been added to HGTV Home flooring products by Shaw. Shaw will have social media support with daily giveaways during the promotional period.

Shaw’s second promotion for fall, Floor Now, Pay Later, will take place from Oct. 1 through Nov. 10. Also centered around finance, Shaw will be offering 24-month financing plus a $150 manufacturer’s rebate. This promotion will receive national advertising support and daily giveaways posted on Shaw’s social media sites. Dealers will have complete advertising packages and marketing materials. For the retail sales associate, Shaw has incentivized all Anso nylon products during the promotional period.

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Carpet One Floor & Home earns international recognition for digital content

Screen Shot 2014-06-13 at 11.34.32 AMManchester, N.H. — Carpet One Floor & Home announced it has been named by the Association of Marketing and Communication Professionals (AMCP) as winners of the 2014 Hermes Creative Awards competition.

The Hermes Creative Awards is an international competition that recognizes professionals whose talents have exceeded a high standard of excellence and have set the industry standard for the future.

Two new Carpet One Floor & Home mobile apps as well as online video and blog content were honored in this year’s awards:
·         The Stain First Aid app, a mobile application designed for apple and android devices to help consumers properly clean stains and care for their floors, received the prestigious Platinum Award in the Mobile App categoryThe app can be downloaded free of charge at StainFirstAid.com.
·         The Beautiful Design Made Simple Digital Magazine was also honored with the Platinum Award in the Publications/Magazine category. This interactive digital magazine is produced quarterly and provides consumers with whole home inspiration, expert advice and ideas. The magazine can be downloaded for free at beautifuldesignmadesimple.com/digitalmagazine/.
·         The Beautiful Design Made Simple blog, an extension of the digital magazine, provides more frequent updates and additional inspiration and advice. The blog also received the Platinum Award of Distinction in the Social Media/Blog category. The blog can be viewed at beautifuldesignmadesimple.com/.
·         The Beautiful Design Made Simple video series supports both the magazine and the blog. These videos feature real designers as they provide tips and expert advice on creating beautiful design in the home. The video series received the Gold Award in the Website Element/Podcast category. The entire playlist of videos is available on YouTube.
“We strive to provide our customers with quality content, advice and tools,” said Terri Daniels, vice president of public relations for Carpet One Floor & Home. “It is gratifying to be recognized for our work, especially by such a respected organization.”