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Incentives spice up selling season for dealers, suppliers

September 12/19, 2016: Volume 31, Number 7

Marketing executives agree that fall is an ideal time to promote your business or new product line. Consumers are back in town after summer vacations, their kids are back in school and everyone is ready for a fresh start.

The flooring industry seems to agree as several manufacturers and retailers are busy with fall promotions and rebate programs.

Mohawk
In addition to instant rebates of up to $500 on SmartStrand Forever Clean and ArmorMax products, Mohawk’s largest annual sales event will feature product discounts on select SmartStrand Forever Clean carpets, select ArmorMax and Mohawk brand hard surface products. The sale started Sept. 16 and runs through Oct. 31. The National Karastan Month semi-annual event tradition is slated for Sept. 22 to Nov. 8. “With an assortment of product discounts, rebates and attractive consumer offers, National Karastan Month consistently proves to be a successful in-store selling event for Karastan retailers across the country,” said Doug Ensley, director of marketing operations for Mohawk.

Shaw
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Shaw Floors is giving flooring retailers two comprehensive promotional opportunities during the fall selling season. “You Save. We Give” takes place in September and is designed to benefit the retailer, the consumer and the children of St. Jude Children’s Research Hospital. In the past, Shaw’s retail partners have deeply embraced the partnership with St. Jude and wanted to get more involved. According to Shaw, this promotion is another way to address those requests and is supported with Shaw social media, customizable advertising materials and point-of-sale materials.

Shaw Friends and Family Sales Event promotion runs Oct. 1 to Nov. 14. For the first time, consumers will have the opportunity to save up to $1,000 on select Shaw floors and get 24 months of special financing.

Raskin Industries
Raskin will be offering its FloorNation Displays for a $99 promotional price. Displays, which are powder coated, include the shelves and 18 x 20 boards. In addition, the five top-selling stores (of each Raskin distributor with the FloorNation Display) will receive new Apple watches until the end of 2016.

Mirage
Boa-Franc, parent company of the Mirage brand, is promoting the Mirage Fall 2016 Rebate Sale, which takes place across North America (excluding Quebec) at all participating Mirage dealers from Oct. 3 to Nov. 26. Consumers get a $0.50/sq. ft. rebate on Mirage flooring during this promotion. This offer is valid on all Mirage Classic, Mirage Engineered and Mirage Lock products regardless of species, color or width. “For many consumers, fall represents the time of year for renewal into their home,” said Brad Williams, vice president of sales and marketing at Boa-Franc. “Thanks to the $0.50/sq. ft. rebate offered on all our flooring during this sales event, it is the perfect time to save big while enjoying the quality for which Mirage Floors are known.ˮ Nearly 2,000 Mirage Maestro Dealers through North America are participating in this event.

Retail promotions
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Carpet One Floor & Home’s new advertising campaign, “Where Do You Stand?” focuses on customers’ needs when it comes to updating their homes with new flooring. The TV spot for this campaign takes the customer perspective by visually looking down at their floors as they go through their day.

In addition to the customer-centric messaging, the campaign makes use of Instagram with #ISTANDHERE to encourage customers to share photos of where they are standing. The campaign gives local stores the opportunity to highlight the causes they support in their communities and to share the many ways they take a stand for their customers. Weekly winners will receive $100 gift cards toward a new pair of shoes at a leading online retailer. Contest details can be found at carpetone.com/Where-Do-You-Stand.

O’Krent’s Abbey Flooring in San Antonio held a 101st birthday sale on hard surface goods. The September sale offers consumers 10% off on hardwood, tile and laminate if they spend $2,500; 15% off for spending $2,501 to $5,000; and 20% off for spending over $5,000.

Worldwide Wholesale Flooring, Edison, N.J., which recently launched a new rug website (therugcorner.com), is offering 20% off rug sales through Sept. 30. Consumers are encouraged to visit the website and enter their email address to receive coupons and notices of future promotions. A free rug grip comes with every area rug purchase.

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Fall promotions kick off selling season

August 31/September 7; Volume 30/Number 6

By Nadia Ramlakhan

Screen Shot 2015-09-03 at 3.58.45 PM Industry experts know that when fall rolls around, sales, promotions and other incentives attract consumers hoping to begin home projects or take on fresh renovations. For leading manufacturers and buying groups, offering discounts and special deals help drive traffic into stores. Following is a sampling of what some industry leaders have in store this fall.

Armstrong Floor Products

In an effort to drive sales of American-made products, Armstrong Floor Products is hosting a promotion beginning Sept. 14 and running through Nov. 20. The promotion will help build consumer awareness of the benefits of domestically grown and produced hardwood floors. Armstrong distributors and Elite retailers will receive window clings and pop-up display banners designed to encourage consumers to ask about Armstrong’s American-made hardwood.

The new POP display merchandising highlights a number of Armstrong’s American hardwood collections including its popular American Scrape. A portion of the sales from this particular collection will support the company’s donation to Homes for Our Troops, a national non-profit organization that builds specially adapted homes for severely injured veterans.Screen Shot 2015-09-03 at 3.58.31 PM

Couristan

Now through Sept. 30, Couristan’s vast array of handmade and power-loomed area rugs will be available at its lowest dealer pricing of the year as part of the Fall 2015 Savings Event. Enhanced with fresh new designs in all categories, the company’s assortment showcases a wide range of high-end designs in price points ideal for today’s cost-conscious consumers.

To provide an even greater value, dealers will be given additional discounts for bulk purchases. They are encouraged to contact their territory managers for more information on taking advantage of these discounts and revitalizing the looks of their showrooms.

Flooring America/Flooring Canada

Flooring America/Flooring Canada is currently hosting its Ultimate Comfort Sale, featuring 50% off select styles of Innovia carpet through Sept. 27. Made with eco-friendly, natural fibers, Innovia is soft, stain resistant and resilient.

In line with the buying group’s comfort theme, consumers can also get up to $500 off select hardwood, laminate, tile and vinyl. Plus, Tempur-Pedic Carpet Cushion is also on sale, so consumers can enjoy even more support underfoot.

Beginning Oct. 1 and running through Nov. 29, the Stainmaster National Savings Event highlights numerous offers including special 18-month financing. Select Stainmaster products such as Stainmaster PetProtect are on sale in addition to select hardwood, laminate and LVT.

Karastan

The semi-annual National Karastan Month runs Sept. 23-Nov. 9. With an assortment of product discounts, rebates and attractive consumer offers, National Karastan Month consistently proves to be a successful in-store selling event for Karastan retailers.

Mirage

Screen Shot 2015-09-03 at 3.58.06 PMThe Mirage Fall 2015 Rebate Sale will take place across North America at all participating Mirage dealers in the U.S. and Canada (excluding Quebec) Oct. 5-Nov. 28. Consumers will receive a $0.50-per-square-foot rebate on Mirage products during this promotional period. The offer is valid on all Mirage Classic, Mirage Engineered and Mirage Lock products regardless of species, color or width.

With this rebate consumers can save big while enjoying the quality for which Mirage floors are known. A list of participating dealers will be available at miragefloors.com/rebate after Oct. 5.

Mohawk

The Mohawk Anniversary Sale will run from Sept. 10 through Oct. 26. In addition to an instant rebate of up to $500 on SmartStrand Forever Clean and ArmorMax products, Mohawk’s largest annual sales event will feature product discounts on select offerings in addition to other Mohawk hard surface products.

Shaw Floors

Running now through Sept. 30, 30 Days of HGTV Home is exclusive to HGTV Home flooring by Shaw, including no interest for 30 months or savings of up to $500. The promotion also features special incentives for retail sales associates on all HGTV Home flooring products by Shaw.

In addition, Floor Now Save Today is taking place Oct.1-Nov. 9 with no interest for 24 months and savings of up to $500. RSA incentives will be offered on qualifying carpet and hard surface styles. To help with promoting in-store and online, dealers will have access to comprehensive advertising and marketing materials including POP kits; TV, web mobile and print ads; direct mail and radio scripts, and social media content.

Tarkett

Combining the upward trend of consumer confidence with growing consumer awareness of indoor air quality, Tarkett is driving sales during the fall selling season with its Healthy Floors, Healthy Homes, Healthy Families promotion. Now through Nov. 30, consumers will receive a retail discount on their purchases of qualified Tarkett FiberFloor, luxury vinyl and laminate collections. During this period retailers will receive promotional pricing on qualifying products along with in-store promotional kits and other useful sales tools.

As a bonus, when a consumer registers her flooring purchase online via tarkettna.com/family she will receive a promotional code for an online purchase of a Vitamix blender.

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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.