HOUSTON—The imminent economy recovery—whether actually under way is the subject of much debate—will fuel an increase in consumer demand for floor covering, much of that pent up for the last few years. The home centers know it; Invista knows it and both have announced aggressive national marketing campaigns this fall. Flooring America/Flooring Canada members are poised to capitalize provided they get aggressive in their local markets.
“The [home centers] are at the gate, looking to take your customers,” said Vinnie Virga, president of Flooring America and newly named president of retail groups for CCA Global Partners. “Home center investments are an advantage for Flooring America members. All it takes is a willingness to invest in marketing your business, layering local advertising on top of their national campaigns. Let them do the heavy lifting while we opportunistically strike at the right time.” Continue reading Flooring America members urged to step up integrated marketing strategy