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Marketing Mastery: Inspiring 5-star reviews

February 27/March 6, 2017: Volume 31, Issue 19

By Jim Augustus Armstrong

 

(Second of two parts)

Screen Shot 2017-03-06 at 10.45.16 AMIn my previous column (FCNews, Feb. 13/20) I discussed why online reviews are so critical to a retailer’s success. I also listed several highly effective, proven strategies for creating a fantastic experience for your clients. In this column I share some best practices for requesting reviews.

Let’s assume you’re providing phenomenal service for your clients. They love you. They think the sun rises and sets with you. They send you tons of referrals. Positive online reviews should happen automatically, right? Not so fast. Consider these statistics: 90% of U.S. consumers read reviews, but only 6% write them. In that same vein, bad reviews tend to be overrepresented. According to American Express, unhappy customers tell an average of 24 people about their experience, while happy customers tell only 15. The bad news is if you don’t have a system in place to request reviews from every happy client, you probably won’t get many reviews; thus, bad reviews will be overrepresented. The good news: Since only 6% of consumers typically write reviews, there’s a huge untapped market for positive feedback if you can inspire some of the other 94% to tell others about a good experience they had with you.

The first step is to determine which review sites you’re going to focus on. Here are a few of the major sites to consider: Google My Business, Yelp, Yellow Pages, Facebook and Angie’s List. Houzz can also be effective, especially if you have a dedicated interior designer on staff. Note: Some of these sites might approach you to do paid advertising. This strategy tends to attract price shoppers, so it’s important you have a system in place to quickly filter out bottom feeders and identify ideal clients before you sign an advertising contract. If you don’t you’ll likely have to endure a lot of tire kickers who will waste your time, pump you for information, then buy from a cheaper competitor. Your market area may also have some local review sites that are relevant to your business. If you haven’t claimed your account on these sites, now is the time to do it. Make sure your business name, address, phone and any other pertinent information are consistent across all the sites or your visibility will suffer.

Next, determine the site on which you want to begin accumulating reviews. Ideally this will be the site where your prospective clients are most active. If you’re not sure, I suggest you begin with Google My Business. Start by asking happy clients to review your business. Send them an email explaining how much you would really appreciate their help, by taking a quick minute to post a review for your business. Ask if there is anything stopping them from giving you a 4- or 5-star review and to please notify you to make it right. Include a link to the review site where you want to begin accumulating reviews. After you build up some reviews you can rotate to other sites.

Generating a steady stream of reviews is much better for search visibility than getting a bunch all at once. According to Bright Local 73% of consumers believe a review older than three months is no longer relevant. For these reasons it’s important you request reviews on a weekly basis.

Lastly, do all you can to get the most mileage out of your good reviews. For starters, be sure to post all 4- and 5-star reviews on your website, Facebook page or other social media channel. If you have questions about reviews, or need help setting up a system to automate this process, please feel free to contact me at support@FlooringSuccessSystems.com and I’d be happy to chat with you.

 

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Technology: Quick-Step helps dealers take digital leap

February 27/March 6, 2017: Volume 31, Issue 19

By Lindsay Baillie

 

Screen Shot 2017-03-06 at 10.20.19 AMQuick-Step, known for its laminate, hardwood and luxury vinyl flooring, is also making strides in helping retailers on the digital marketing front. Three of its most recent programs—Blogger Influencer Outreach, Quick-Step Toolbox and Style My Floor—all provide retailers with materials to help digitally inform and inspire consumers, close sales and bring customers from the retailers’ websites into their stores.

The Blogger Influencer Outreach program includes the company’s RoomUP Blogger challenge, which, according to Janelle Manuel, digital marketing coordinator, leverages the authenticity, credibility and trust network of popular bloggers. The program utilizes four diverse, well-known bloggers who are involved in style and design, and highlights their home remodeling projects. “We give [the bloggers] Quick-Step product to install in their homes, saying, ‘Hey, use this as a real flooring purchase from start to finish, talk about the selection process, then go through the installation process, then the care and maintenance.’”

Beyond inspiring the consumer, Quick-Step is making retailers’ involvement in social media easier with the Quick-Step Toolbox—a social content automation tool that is free and available to any retailer selling Quick-Step products. The Toolbox includes articles for social media beginners on how to get started. It contains industry best practices and provides a platform to share content.

The third piece of this digital marketing puzzle is Style My Floor, which puts Quick-Step’s entire flooring product samples into the consumer’s hands using technology and then lets the shopper see exactly what the new floor would look like installed in any specific room of her home.

“It is a consumer’s dream tool when it comes to confidently selecting a flooring product for her home,” said Paij Thorn-Brooks, vice president of brand marketing, Mohawk Flooring North America.

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Guest Column: Best practices in digital image management

February 27/March 6, 2017: Volume 31, Issue 19

By Phil Kenyon

 

Screen Shot 2017-03-06 at 10.14.09 AMThe use of the Internet and mobile devices as a means of researching products is increasing on a steep exponential curve. This is particularly true in the flooring industry—where there is a strong correlation to fashion and design and, hence, a heavy emphasis on visuals.

Now, more than ever, retailer/manufacturer websites represent a major portal for your customers to receive timely information about your products and services. For many consumers, color and appearance are a major part of the purchase decision, which presents both challenges and opportunities for retailers and manufacturers serving the industry. Among the main objectives: How to make your flooring look as good on the screen as it does in a showroom; how to present all of the possible choices in a fashion that makes product selection easy; and how to make sure you are ahead of your competition by keeping pace with advances in new technology.

Delivering on all of these directives requires an understanding of the art and science of color and appearance as well as traditional skill sets in programming, user interface and data management. A key element in this process entails generating the digital images to display your products online. Taking the time to do this right will allow you to maximize the usefulness of your assets. For instance, a photograph of your products in inspirational settings is great to attract and inspire, but this has limited use. Employing certain best practices when creating digital product images will allow you to use these assets in many useful ways and ensure the work you do today will also be useable as technology evolves.

Here are some helpful tips:

  • Make sure you use color management tools when photographing or generating your high-resolution product images. Make sure your image files have ICC standard profiles embedded that allow the color information in each image to be consistent and as accurate as possible.
  • Capture a large enough area so full repeats can be created. This allows the images to be used for rendering your flooring into photographic images for visualization software in your website or for professional rendering of promotional materials.
  • Don’t use “mood” lighting to capture the samples. The samples should be evenly lit across the full image. Shadowing will make it difficult to use in visualization or rendering. A process known as “flat field correction” can help resolve this.
  • Where possible, include metadata that identifies the color information in the image in colorimetric terms such as “LAB.” This is an industry standard that identifies color in absolute terms. Attaching these values to your data will increase the likelihood your products will be found in these searches.

Another major growth area in digital marketing is virtual reality. In particular, there is significant interest among builders for tools that allow customers to select a range of products while immersed in a virtual, three-dimensional visualization of a room or building. In this scenario, it is essential that robust, up-to-date CAD assets are available for all products. This will ensure products displayed in the real world also match renderings in the digital realm.

The way in which your products are represented online is essential to enjoying the many opportunities this medium presents.

 

Phil Kenyon is vice president, color solutions, at Chameleon Power, which specializes in visualization software for the home improvement industry. Since the early ’90s, he has worked with numerous multinational corporations on their online marketing initiatives.

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Social media: How to create a consistent Instagram feed

January 30/February 6, 2017: Volume 31, Number 17

By Ayme Sinclair, Stanton Carpet

Screen Shot 2017-02-03 at 4.26.57 PMWith over 50 million photos being uploaded daily, Instagram is the most powerful platform you can use to engage directly with your audience.

When someone comes to your profile he or she will not only see the bio we talked about how to create in my last column, but a collection of the last photos you’ve posted. If your photo gallery is a mash up of posts with no consistency, potential clients and customers may overlook you. Having a consistent feed is really important. Followers gravitate toward cohesive feeds.

Create a color palette and give yourself some guidelines for those images to follow to keep your posts consistent. This is key, but you definitely want to start with great photography. Most retailers don’t have the resources to shoot professional photos of their finished installs after the space is designed. Therefore, a lot of the images used in your advertising come from several flooring manufacturers. So one might ask how can you pull images with the same colors from various places without drastically reducing the options at your disposal? Easy. If you stick with tones rather than specific colors it gives you a lot more choices. Can’t think of a set of tones you’d like to use? Then choose tones that consistently sell well. This allows you to pick images from your manufacturers that fit your rules. If your color palette is more neutral with grays and blues, then stay on the cooler side and pick photos that consist of cooler blue tones along with grays as opposed to warmer, reddish browns.

Now that you have your colors worked out, next you want to focus on the type of posts you’ll feature. Stay on brand. Resist posting photos that are too personal. If this is your business account, don’t add in photos from that time you went on vacation at the lake. That is unless you took the whole staff along. The best posts are the ones that either encourage your audience to engage with you, solve a problem for them or create an emotional response. For more specifics on the type of posts that work well for retailers, visit our Facebook group at facebook.com/groups/stantonretailers.

Getting a great feed strategy takes time. Remember these are just guidelines so don’t allow not having a photo with the right color to stop you from posting. Trying new things allows you to figure out what your audience is more responsive to. Coming up with the right look is a process, so keep tweaking it until you find the right balance. Some of the big box stores can get away with posting content that comes off real salesy while a smaller retailer might see a huge drop in engagement. The key is to figure out what is right for you and then be consistent.

Screen Shot 2017-01-13 at 10.53.12 AMAyme Sinclair is the marketing director at Stanton Carpet. Her innovative social media programs in the home industry have provided explosive growth and revenue-generating leads prompting case studies from companies like Architectural Digest and General Electric. For more information on how to use social media to grow your business, join the Stanton Retailer Facebook group: facebook.com/groups/stantonretailers.

 

 

 

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Marketing to millennials means knowing what makes them tick

January 16/23, 2017: Volume 31, Number 16

By Lindsay Baillie

Screen Shot 2017-01-16 at 12.05.58 PMMillennials are often described as radically different from their baby boomer and Generation X predecessors. This new group of customers has forced retailers to spice up promotions, websites and showrooms—all in hopes of catching the millennial’s eye. Several retailers shared their thoughts on how and when to attract millennials.

Craig Phillips, Barrington Carpet & Flooring Design, Akron, Ohio
“Our retail business is heavily dependent on the business we derive from baby boomers, and I really do not see that changing dramatically in the near future. That being said, the buying power the millennials have is not to be ignored. [They] shop for products so differently than baby boomers, and over time they, too, will influence how everyone shops for our products.”

Barrington Carpet & Flooring Design does little traditional advertising but it does spend money promoting via social media channels. “We try to have a fresh, easy-to-maneuver website tied to our social media presence,” Phillips said. “In addition to Facebook and Google Plus, we have recently added Houzz to our marketing efforts. We are keenly aware of how millennials shop, and we are slowly trying to be more visible and viable to this emerging market source. Our new home construction business is, at this point, still dominated by baby boomer customers. We will continue our efforts to attract new millennial business while still concentrating our efforts on baby boomers.”

Meaghan Karn, Avalon Flooring, Cherry Hill, N.J.
“Primarily we are expanding our reach to make sure we use marketing efforts that include millennial customers. Digital is the now and the future, so we are making sure our online presence is impactful and cohesive to what customers can expect in our showrooms. The biggest difference we notice is millennial consumers tend to be more price conscious. They also want to be a bigger part of the ‘process’ whether it’s through making selections based on their education of the products we offer, through installation how–tos or even the design. They know what they want, and we are here to help them realize their dream project.”

Kevin Rose, Carpetland USA, Rockford, Ill.
“Statistically speaking there are approximately 80 million baby boomers, 51 million Gen X and 75 million millennials. Millennials are a digital-focused age group, which means we have to reach them via Google ad key words, website, various forms of social media, etc. We utilize these methods along with all the traditional media such as print, TV, etc., that we have utilized for years to attract the baby boomers and Gen X. All of these generations are equally as important as the next.”

In an attempt to better understand millenials, Rose looks to market research. Specifically, he points to various studies related to disposable income and how each generation differs. “It would seem the millennials are more focused on savings and utilize credit cards more than the other two,” he said. “However, they all have to be considered in every aspect of advertising, or you will fall behind and not progress forward with increases in your annual revenues.”

Eric Langan, Carpetland USA, Davenport, Iowa
“Over the past few years we have really increased our investment and presence in digital marketing in attempt to attract more millennials. We have redesigned our website, are much more involved in social media and have added dollars to our digital marketing campaign.”

Langan believes millennials go about shopping and getting their overall information differently than that of baby boomers. “Millennials are very comfortable with technology and use it a lot more than their older counterparts. Traditional media still play a role with millennials, although not as much as it used to be with baby boomers.”

Marketing to millennials, according to Langan, has created a fun and unique challenge for Carpetland. “It’s paramount we figure it out. Millennials will, if they haven’t already, outnumber baby boomers.”

Adam Pace , Metro Floors, Lancaster, Calif.
“[Compared with previous generations] millennials are generally much more educated on the flooring products. Oftentimes they already know exactly what they want before they even step foot into the store.”

To attract this group, Metro Floors runs digital campaigns on Facebook via Promoboxx. The company also advertises with Yelp, Houzz and mobile digital ads that are geo-targeted.

Pace is keeping his eye on this potentially lucrative demographic. “Thankfully I am not in a big city so millennials are starting to purchase homes in my area…This creates a large opportunity for us so we need to make sure we capture their business.”

Mark Compston, Mark’s Flooring Center, Minneola, Fla.
Mark’s Flooring Center is doing more Internet advertising these days, focusing on to the types of websites and social media programs millenials frequently use. “We’re also offering a lot more shop-at-home options. Millennials want someone who can come to their house and bring [the product] to them,” Compston said.

He doesn’t believe millenials represent a huge portion of the flooring business yet, but he predicts that might change down the road.

“The majority of flooring is sold to people ages 35-75; millennials are buying homes at a much older age,” he explained. “I think it’ll be a few years before we see them take over the industry.”

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Mohawk’s Omnify gives dealers proven tools to succeed

December 5/12, 2016; Volume 31, Number 13         

By Steven Feldman
omnifyMohawk is gearing up for 2017 by arming its aligned dealers with a bevy of tools to help them effectively battle in an increasingly competitive retail landscape. Aside from a plethora of new product innovations across its soft and hard surface platforms, Mohawk is unveiling a new marketing innovation that will enable aligned dealers to easily integrate their in-store experience with Mohawk’s product innovation and campaigns to create a significantly enhanced online presence.

Dubbed Omnify, the new initiative is designed to help dealers integrate many of the important social search, reputation management, website, lead management and retailer locator applications that are critical to creating quality leads and driving traffic to local retailers.

“This is a reflection of what we are seeing in today’s market,” said Karen Mendelsohn, senior vice president of marketing, who is now charged with optimizing the aligned dealer program. “Consumers are doing much of their decision making online prior to purchasing in-store. We feel it’s our responsibility to ensure that our aligned retailers are able to differentiate themselves in the market and create stickiness early in the decision-making process with consumers.”

The main idea, according to Mendelsohn, is to provide a seamless purchase journey that makes it easy for consumers to learn, compare, trust and decide to purchase its products from aligned retailers. The key to the program, she stressed, is local marketing. “One of the lessons we’ve all learned from this past election is that decisions, whether political or purchase-related, are made locally, and with that in mind we are going to ensure everything we do—product, design, service, merchandising online—recognizes and enables our retailers to do what they do best in their local communities.”

Through various components, Omnify:

  • Improves retailers’ social reach with enhanced content syndication and automation to capture and converse with new audiences while building brand recognition and loyalty.
  • Employs the best practices to convert potential customers into qualified leads across the consumer-purchase journey.
  • Tailors the retailer’s digital storefront to engage consumers, promote enhanced content and offer an elevated online retail experience.
  • Proactively builds and strengthens the local reputation of retailers through ratings and reviews to gain consumer loyalty and improve search rankings.
  • Attracts new customers and simplifies the purchasing decision by offering convenient product catalogs to browse through multiple channels engaging consumers.
  • Increases store visibility and improves search rankings with managed local listing services to guarantee consumers can find Mohawk’s aligned retailers.
  • Builds trust and confidence with consumers by connecting the online journey with an elevated in-store experience.

At your service

Mohawk not only helps aligned retailers provide excellent service for their customers, but it also seeks to enhance the ease with which its retailers do business with the company and “provide them with the speed and excellence in execution they desire,” Mendelsohn explained. To that end, Mohawk is upgrading a number of its systems, including ordering, order tracking, inventory status, shipment scheduling and customer relationship management to accomplish this goal. “Additionally, we are putting a great deal of emphasis on the robustness of the support we provide them when we launch new products, inclusive of campaigns, sampling, in-store merchandising, online support and online promotions.”

Ease of doing business with Mohawk is also illustrated in its recent restructuring of the soft and hard businesses with unified functional support in marketing, manufacturing, sales, etc. “Unlike when we started our aligned program, our retailers are not just carpet retailers any longer,” Mendelsohn said. “They provide the local product, local support and local service across all surfaces and price points because that’s what the consumer demands. We will be the retailer’s preferred supplier.”

 

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Mohawk’s Houzz marketing program available to aligned retailers

mohawkCalhoun, Ga.—Mohawk Flooring is providing a new marketing program for its aligned retailers in 2017 through a new program on Houzz, the leading platform for home remodeling and design. As part of Mohawk’s Houzz Pro+ Local Marketing Program, its retailers will have access to Houzz’s technology and marketing capabilities to reach a localized community of homeowners actively renovating or redecorating their homes and searching for professionals, vendors and retailers.

As part of this program, Houzz will provide Mohawk aligned retailers with a suite of marketing services designed to heighten awareness and increase exposure among this targeted in-market demographic. Retailers participating in the program will benefit from enhanced directory placement, local photo stream exposure and other discounted services unique to Houzz, with full support from both Mohawk Flooring and Houzz.
“We’re excited about this new program with Houzz, which will provide our aligned retailers with access to Houzz’s proprietary platform, giving them the tools they need to reach such an important demographic,” said Mollie Surratt, Mohawk’s senior director of public relations, content and social media. “Houzz’s technology is designed to help homeowners find vendors and retailers, and we’re thrilled to be able to provide our retailers with a program that will get them in front of homeowners looking to purchase new flooring.”

Mohawk will be unveiling the new program at the company’s upcoming Solutions Convention in December in Dallas, Texas.

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Digital Marketing: Buying groups hop on the mobile bandwagon

November 7/14, 2016: Volume 31, Number 11

By Ken Ryan

Attend any flooring buying group convention these days and be prepared for an onslaught of digital dialogue covering the full spectrum of online and mobile marketing, as well as a plethora of social media strategies to help independent dealers compete in this rapidly changing mobile landscape.

Here are what some of the buying groups are up to:

Abbey Carpet & Floor
Abbey’s digital marketing program is designed to guide its flooring dealers through their social media efforts on all platforms, including Facebook, Twitter, LinkedIn, Pinterest, Houzz, Google+ and more. Email marketing is another major component, helping send store messages, news and promotions via Constant Contact. Perhaps the most critical component of Abbey’s digital marketing program is Customer Connect, the group’s customized pay-per-click (PPC) advertising program. Members say it is an ideal service for small businesses looking for ways to cost effectively reach customers. Retailers only pay when a consumer clicks on the text ad and is brought to the dealer’s Abbey website. PPC connects to online shoppers the moment they start looking for flooring.

The Customer Connect dashboard lets Abbey dealers gauge how successful their PPC campaigns have been, showing statistics like clicks, views, click-through rate and costs per click, in addition to seeing from where traffic is actually coming. Members can decide how much they want to spend per month on PPC. The Customer Connect team helps determine what programming is best for each budget and monitors results to see what is working and what is not.

Carpet One Floor & Home
screen-shot-2016-11-14-at-4-44-54-pmscreen-shot-2016-11-14-at-4-45-03-pmIn 2016, Carpet One Floor & Home unveiled a revamped carpetone.com designed to engage consumers at every step of the purchase process, along with more enhancements to the One Stop Digital (OSD) marketing initiative.

Janice Jacobs, vice president of marketing, said the Carpet One website relaunch is in response to changing consumer shopping and buying habits. “The way they consume media has changed,” she said. “Eighty percent of purchase decisions are made online.” She added that customers today are making 12-plus online visits over the course of many weeks and generally four websites but are only visiting 2.4 stores on average (where most sales occur). “But the impact of digital is what’s driving customer expectations to new levels. They expect a seamless experience between an online visit and the physical store. It is so important today to have the best customer experience online. We have to provide education. It is more important than ever to earn their trust.”

Carpet One said the new website opens up opportunities to add more content and make Carpet One the best site in the industry to get ideas, learn and shop. Jacobs said the objective is to attract customers earlier. “We have to get on their long list before we get on their short list. We have to convert them into buyers by connecting with our members’ stores in new ways.”

Other features include:

  • The ability to now search the entire website. The new site allows the consumer to search products, videos, photos, articles, etc., on the site. In the past, only the product catalog could be searched.
  • New product selection tools where customers can compare various products and categories.
  • Results display pros and cons so customers can easily compare across different categories. Reviews will show up on each member’s microsite. This helps with their Google ranking and is one of the key factors customers use in their final purchasing decisions.
  • If the customer chooses to shop, there are two options: a quick pick filter to narrow down choices, or the SelectAFloor finder option, which asks the customer a couple of engaging questions to determine her wants and needs. The customer is then presented choices that best align with her answers.
  • An updated room visualizer, where the customer can use stock photos or upload her own photos and change wall colors and countertops. She can then share her room visualizer choices via social media or with friends and family.

CarpetsPlus Colortile
screen-shot-2016-11-14-at-4-44-43-pmThe group recently introduced Web Pro 3.0, which is billed as more than just a user-friendly, mobile responsive, fully optimized website—it’s a complete digital and print marketing strategy. “We help the dealer tell their story online, over the air and in print,” said David Ellis, advertising and public relations manager. “Besides a robust website and analytics reports, they also receive complete ad campaigns with point of purchase materials, customizable magazine and newspaper advertising, direct mail, videos and other downloadable content for any of their social media channels.”

CarpetsPlus Colortile was founded to provide independent retailers with a menu of professional tools to grow a successful flooring business, and Ellis said the new Web Pro 3.0 is one of those tools that can help businesses thrive.

Flooring America/Flooring Canada
Frank Chiera, senior vice president-marketing and advertising, CCA Global Partners, said every year the group invests in the latest technology to create digital marketing programs that will work hard for its members. “We recognize that our members can get overwhelmed when it comes to executing a digital marketing strategy so we try to provide programs that can be easily implemented in these key areas: search marketing, social media marketing and online reviews,” Chiera said. “Through our G1 program, our members gain access to a best-in-class search marketing program that ensures they have a strong online presence so when a consumer is searching for flooring, our members will have a prominent presence on the first page in a Google search, which most definitely helps to drive a potential customer to a member’s showroom.”

F.A.S.T. (Flooring America Social Tools) is an automated social media program that syndicates content across social media platforms, ensuring Flooring America/Flooring Canada members have access to a powerful and robust operating tool that provides enhanced reporting and tracking as well as improved flexibility and control over publishing content.

“We’ve developed apps for our members to leverage as well,” Chiera said. “My Floor Story allows members to easily obtain reviews and recommendations from customers and My Floor Style lets customers visualize what a floor or paint color will look like in their home.”

Chiera said successful digital marketing campaigns are ones that translate well online and in-store, making for a holistic customer experience. “The programs we provide our members aim to make it easy for them to execute well-rounded digital marketing campaigns designed to build brand awareness and generate sales.”

Floors & More
At its inaugural conference in Minneapolis in July, Floors & More members were offered lead-generation software packages and custom websites. RFMS is the business-to-business software provider for the group.

To further help its dealers, Floors & More is providing customized websites for each of its members at a price they cannot refuse. “A professional customized website can cost $10,000 to $20,000,” Vinnie Virga, CEO, told members during the convention. “Your price? Free. Why are we doing this? Because we have to own this space. We can’t wait any longer.” The Floors & More Buying Group also includes the Floor To Ceiling and Big Bob’s Flooring Outlet divisions. Virga said in order to thrive in today’s fast-paced world, retailers need a sound digital strategy that starts with web and social media, and they need assistance like that provided by a buying group.

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Digital Marketing: USFloors leverages the web

November 7/14, 2016: Volume 31, Number 11

screen-shot-2016-11-14-at-3-39-09-pmscreen-shot-2016-11-14-at-3-39-42-pmDigital needs the real world. USFloors would not have become an innovative flooring industry leader without its dealer network, and we are extremely proud of these relationships. Our dealers are key to making our solution-based digital marketing successful.

USFloors thinks of its digital presence as a referral network. We listen to our dealers’ needs, analyze what works well and continuously strive to improve in all aspects of digital marketing and social media platforms. Our dealers provide us with testimonials, pictures and advice. This collaboration provides us the opportunity to monitor consumer and dealer satisfaction closely and to continuously improve our digital marketing strategy. It also enables us to provide a more personalized customer service experience.

Social media allows us to be there for our dealers quickly, often and with complete information. Our selection of social media is based on the communication preferences of our network, allowing us to be present on a variety of social media platforms. This makes it easy to get in touch with us, and it allows us to respond quickly to any questions.

USFloors’ online presence is not limited to social media. Online conversation equals constant conversation, and our website is a very important part of this equation. The USFloors website offers more than the standard company overview. We want our retailers and potential retail customers to be able to access our info 24/7. This is why our webpage offers visuals in the format of a picture gallery, technical specifications sheets and online editions of our marketing collateral. We also document articles online to keep everyone updated with the latest USFloors and industry-related news.

Communication and conversation are the key terms to describe USFloors’ digital marketing. Our digital presence is set up to create an online retail space that is in constant action.

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Digital Marketing: Shaw online tools = success

screen-shot-2016-11-14-at-3-35-11-pmToday’s consumer has more access to information than ever before. They demand that the companies/brands they do business with provide a powerful and engaging experience. Through in-depth consumer research, Shaw Floors intimately understands the desires of the flooring consumer and utlitizes those insights to develop a portfolio of award-winning, industry-leading tools to help retailers ldeliver exactly what the consumer wants. Shaw makes it easy to leverage its investment and put these best-in-class tools to work, ultimately elevating the retailer’s ability to compete.

In today’s aggressive business climate, it’s critical for retail owners to be everywhere consumers spend their time. Shaw Floors makes that fast and easy by providing an extensive lineup of customizable digital solutions—all from one place—that allow dealers to tap into multiple assets that are not only easy to use and affordable, but also deliver a superior consumer experience. A few of these services include:

•ShawFloors.com—This multi-award-winning website generates remarkable visibility for retailers, allowing them to capitalize on Shaw’s consumer exposure.
•Shaw Web Studio— Turnkey, customized website creation and support service for a dealer’s unique business needs.
•Share It Forward—Lets dealers take control of the online conversation so they can easily manage their reputation in the digital space.
•FloorVana—Award-winning, color-matching app that gives floor covering consumers the ability to narrow down their focus based on their favorite design inspirations. Now available in Dealer Mode, making it even more personalized for the retailer’s unique product offerings.
•Promoboxx—No time for creating social media posts? Let Shaw’s Promoboxx service do the heavy lifting for you.

Never has it been more critical to engage the consumer through multiple touchpoints, on their time, with a message that interests and appeals to them. Put Shaw’s significant digital solutions investment and expertise to work for you today.

Call 1-888-shawweb, visit ShawAdvantage.com or contact your Shaw Floors sales representative to learn more.