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Floors & More: Members put pedal to the metal

February 5/12, 2018: Volume 33, Issue 17

By Lindsay Baillie

 

Las Vegas—The main objective of Floors & More’s 2018 winter convention was to drive business for members—literally. In keeping with the conference theme, “EXCELerate,” the latest initiatives were designed to help members accelerate profits and growth.

Highlights included expanded private-label branding campaigns, a renewed focus on digital marketing strategies and, of course, new vendor programs. The three-day conference was also packed with education and networking opportunities.

“EXCELerate is about being the best and getting more aggressive,” said Vinnie Virga, founder and CEO, Floors & More. “Times are changing and they’re changing quickly. Therefore, our members need to be nimble and move faster. We’re helping them to understand the importance of building their local brands using the tools we bring them. We’re also reinforcing the importance of customer experience.”

According to Virga, the group’s focus in 2017 was on setting the right foundation and reworking its business model. This year the group plans on growing at an accelerated pace. “We’re growing organically, and we’re also growing through acquisition,” Virga said.

A big part of Floors & More’s success hinges on executing multiple facets of a particular design project. To that end, the group has added eight new vendors to provide dealers with the whole flooring package. In addition to taking on companies such as Lonesome Oak, the group has added insurance and benefits vendors.

What’s more, Floors & More is providing its members with multiple services to help the collective grow. “We’re extending our private brand offering,” said Mike Cherico, the group’s vice president. “We actually reiterated the importance of education and private branding [at general session]. We have some killer programs with private branding and we’re going to continue down that road.”

Cherico pointed to the success of private-label branding opportunities available through Stainmaster, adding there is more on the way. “It’s the No. 1 brand name in flooring, and we have it as our brand,” he said. “We also have another collection coming with 10 PetProtect products.”

Embracing digital
Beyond private-label branding the group is supporting members on the digital front. “Our digital marketing is already very good, but some of things we’re doing are blowing the minds of our members,” Virga said. “The digital aspect is cutting edge and very effective with unbelievable ROI, and most of it is included in the base membership.”

Kim Weber, office manager and interior design for Greeley, Colo.-based Steamway Floor to Ceiling—a member since 2002—is a big fan of the digital services. “A lot of the benefits to Floors & More are the background things they do such as advertising and the website. I also like all of the new companies they’ve brought in and the social media support they’re doing for us.”

Brad Millner, CEO, Synergy Holdings, Yuma, Ariz., is similarly impressed with the group’s initiatives. “To be successful, dealers must embrace product line extensions to capture more revenue,” he said. “After listening to RFMS, Flooring Financial, Creating Your Space (CYS) and other dealers, we are examining each step of our sales, operations, installation and customer services processes to create a more streamlined, efficient system.”

Moving forward, Floors & More is partnering with CYS and getting insight from digital experts to better serve its members with respect to their lead-generation initiatives.