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Fall promos: Sales, incentives usher in new selling season

September 11/18, 2017: Volume 32, Issue 7

 

The autumn season is upon us and for many flooring manufacturers that means it’s time to unveil fall promotions to accelerate business and excite the customer base.

Here are some recent fall sales.

Armstrong Flooring
Armstrong Flooring announced “The New Look of Tough” national retail promotion to correspond with its new national TV and digital advertising campaign on HGTV. Consumers can receive 10% off qualified Armstrong Flooring products for savings up to $500. The promotion runs from Sept. 18 to Nov. 13 (redemption through Dec. 15) and includes some of Armstrong Flooring’s most popular products. Qualifying collections include: Artisan Collective engineered hardwood; TimberCuts engineered hardwood; Woodland Relics engineered hardwood; Pryzm luxury flooring; and vinyl sheet with Diamond 10 technology.

Consumers who purchase a minimum of four cartons will qualify for a 5% rebate offer, while those who purchase a minimum of 16 cartons can qualify for a 10% rebate. The purchase must be made during the promotion period from a participating Elevate retailer. The maximum discount is $500 in the form of an Armstrong Flooring Visa Prepaid card.

Bamboo Hardwoods
Screen Shot 2017-09-15 at 3.11.29 PMBamboo flooring just got a little bit “racier,” as in car racing. Bamboo Hardwoods is offering a 2017 industry incentive program for its retailer and distributor partners via a “Sell Bamboo, Win a Triumph TR6” promotion.

Running now through Sept. 30, retail salespeople qualify to win a classic 1970s-era British classic car—the Triumph TR6—by selling an order of (greater than one box) Bamboo Hardwoods’ brand flooring then entering their order details via Bamboo Hardwoods’ car promotion homepage. Distributor reps are also eligible for cash prizes. “Our overall thought on this program is to bring some additional retailer-level interest toward our amazing bamboo products and have a little fun in the process,” said David Keegan, president and CEO of Bamboo Hardwoods.

Upon completion and verification of qualifying sales via bamboohardwoods.com, the company will issue the retail sales associate a unique lottery ticket number to be checked against a live drawing on Oct. 9, where one lucky winner can drive off with the car or take cash equivalent. Additionally, every RSA and corresponding DSR each gets a $50 cash reward for qualifying sales during the promotional period after their third sale/entry.

Mirage
Consumers can save big this fall thanks to the Mirage Fall 2017 Rebate Sale, taking place across North America at all participating Mirage dealers from Oct. 2 to Nov. 25. Consumers get a $0.50/sq. ft. rebate on Mirage flooring during this promotion. This offer is valid on all Mirage products, regardless of species, color or width.

“Fall is often synonymous with remodeling projects for many consumers that need to change their décor,” said Brad Williams, vice president of sales Screen Shot 2017-09-15 at 3.11.24 PMand marketing at Boa-Franc, maker of the Mirage brand. “Thanks to the $0.50/sq. ft. rebate offered on all our flooring during this sales event, it is a great opportunity to save big while enjoying the quality for which Mirage floors are known.”

Nearly 2,000 Mirage Maestro Dealers throughout North America are participating in this event. For the rules and a list of participating dealers, visit miragefloors.com/rebate.

Shaw Floors
Shaw Floors announced that registration for its fall national promotion, the Shaw Friends and Family Sales Event, is now open to Shaw Flooring Network aligned retailers who participate in the company’s consumer financing program. Registration must have been completed by Aug. 25, and the promotion—which includes a broad assortment of Shaw, Anderson and Tuftex styles—will run from Oct. 1 to Nov. 11.

Specific details of the promotion may be found online at shawnow.com. Benefits include a downloadable coupon of up to $1,000 in savings and 24 months special financing. Shaw Floors’ Spring Anniversary Sale saw record retailer engagement, and aligned retailers who took advantage of the special financing option reported increased average ticket sales and enhanced customer retention.

“The coupon was the primary trigger in this offer and had a big impact with consumers,” said John Staff, owner of Staff Carpets. “The sale helped us exceed daily sales goals and our business is currently up 40% compared to last year.”

Tarkett
Tandus Centiva, a Tarkett company, is promoting the launch of its completely new area rug collection by giving away a free area rug. Between now and midnight Oct. 6, Facebook followers of Tarkett Contract can enter for a chance to win a customized 6-foot x 10-foot area rug. The contest can be found at gvwy.io/mckgo0f.

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Flooring dealers bullish on fall selling season

September 15/22, 2014; Volume 28/Number 7

By Ken Ryan

(Second of two parts)

Screen Shot 2014-09-24 at 11.39.22 AMCasino closings in Atlantic City, September snows in Colorado and layoffs hitting major manufacturers in America’s heartland are all among the challenges facing flooring dealers as they prepare for the critical fall selling season. Despite these challenges, they are optimistic about the prospects for a successful conclusion to what has been an unpredictable 2014.

Avalon Flooring
Cherry Hill, N.J.
It’s been a bleak year for Atlantic City, one of the major markets that Avalon serves. This month’s news that The Trump Taj Mahal is expected to close in November means four of the city’s 12 casinos would be shuttered in 2014. The result could be major job losses leading to more economic uncertainty, which would make flooring sales even more difficult for area dealers.

“The closing of several casinos in Atlantic City and the loss of several thousand jobs at the end of the summer could have a negative impact in our selling area,” said Sean O’Rourke, vice president of hard surfaces for Avalon, which has 14 locations in three states. “But there is a positive feel to the economy in general and house prices are creeping back up, which is generally good for the floor covering industry. Lower gas prices also make customers feel better in general and might be enough to tip a few extra customers toward replacing their old flooring. After a somewhat soft summer I anticipate a slightly better fall selling season than last year.”

Great Southeast Flooring
Melbourne, Fla.
Owner Chris Green said he is optimistic about the fall selling season being very good based on the momentum generated in the summer. “We had our best year in 2013 in our history. 2014 is still better than 2012, but I doubt we will beat 2013 at this point. Our best-selling product category is hardwood and laminate.”Screen Shot 2014-09-24 at 11.39.27 AM

The Flooring Gallery
Louisville, Ky.
Nick Freadreacea, president, is bullish on the fall selling season. “So far the year has just continued to build and grow. Both retail and new construction are strong compared to the past year’s sales. New categories like LVT are still selling like wildfire, and hardwood is very strong.”

Flooring America
Manchester, N.H.
Keith Spano, president, said the group is “maintaining a position of cautious optimism for the rest of the year based on the ups and downs we’ve seen over the last 12 months.”

Spano said Flooring America and Flooring Canada continue to enjoy strong growth relative to the industry and will continue to innovate and promote to drive this positive momentum throughout the rest of the year. “We have seen strong growth in both our high-end business and our builder/value-oriented business. Activity is solid, but not as robust, in the mid-price segment. We continue to aggressively buy down consumer financing for our members and invest in our digital media strategy to provide our members the tools to attract shoppers as we head into the fall selling season.”

Carpet One Floor & Home
Waterloo, Iowa
It has been an up-and-down year for the four-store Midwest dealer. “The first quarter was strong, and then the second quarter was a bit of a disappointment,” said Todd Bierl, owner. “Here in Iowa, much of our local economy is tied to the agriculture industry, so we always keep an eye on those folks for indicators. Livestock prices have been up while crop prices have been down, making it difficult to draw any solid conclusions. But recent layoffs at John Deere manufacturing plants (including 460 in Waterloo) have raised obvious concerns. That being said, we just wrapped-up our annual Labor Day sale and are very happy with the results, so September is off to a good start. Boil it all down and I would say we are cautiously optimistic about the fall selling season.”

Bierl said his best-selling product category is LVT. “Most notable are products from IVC. They have done very well for us. Our biggest surprise would be the significant drop in laminate sales.”

O’Krent’s Abbey Flooring Center
San Antonio, Texas
Although it still represents only 5% of its business, LVT continues to be a growth category for O’Krent’s Abbey Flooring Center. “In particular, the wood-like LVT is the best selling/surprise/trend in 2014,” said owner Sam O’Krent. “Throughout all price categories and looks, [the category] is doing very well.”

Carpet Wise
Longmont, Colo.
Snow hit Longmont on Sept. 12, which can only mean one thing: Summer is over, and a long fall selling season is ahead. “Our outlook is that the fall selling season will be strong,” said owner Sam Chesher. “With Labor Day being early this year we have an extra week before the holidays, so we are making sure our financing programs are well displayed.

“Our goal is to prepare well and do an outstanding job training the sales staff so we have a strong selling season.”

Grigsby’s Carpet & Tile
Tulsa, Okla.
“We have held a 10% edge on last year and hope to sustain that through the fall and winter,” said David Stover, vice president of sales. “Our commercial business has been the driving force behind the growth. Retail has remained fairly flat and we have seen a slight increase in new home starts. On the commercial side, carpet tile and vinyl plank have been the leading products for us. Residentially we have seen our hardwood business grow substantially as well as our Stainmaster PetProtect carpet styles. Customers have shown that even though this style of carpet is soft but not the softest, they value durability and perceived value over everything else. We have really pushed these products as well as our in-stock hardwood this year and it has paid off. We will stick with this agenda until at least next spring.”