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Armstrong Flooring promotes several employees

Deborah Lechner

Mike Penney

Denise Bird

Lindsey Groft

Lancaster, Pa.—Armstrong Flooring has announced several new promotions. The new titles and roles are as follow:

Debra Lechner is now vice president, marketing, and will be responsible for the teams that handle channel management, advertising, public relations, social media, digital marketing, creative services, customer insights, merchandising and sustainability. She previously was channel marketing director and has worked for the company for 16 years.

Mike Penney was promoted to vice president, commercial strategic accounts. He will be responsible for the sales team that serves customers in the retail, healthcare, senior living, hospitality and office market segments. He previously was director, commercial strategic accounts, and has worked for the company for 18 years.

Denise Bird is now vice president, customer service. In her new position, Bird will be responsible for customer service, technical services, data management and orders and shipments. She previously was director, customer service, and has worked for the company for 34 years.

Lindsey Groft was promoted to vice president, human resources. Groft will be responsible for the HR teams supporting Armstrong Flooring’s manufacturing plants, research and development, marketing and leadership development program. She formerly was director, human resources, and has worked for the company for 16 years.

“I’m pleased to announce these promotions and recognize the ongoing contributions that Denise, Lindsey, Deb and Mike are making to Armstrong Flooring,” said Don Maier, chief executive officer. “We are fortunate to have leaders who are dedicated to developing teams to fuel the success of our company and our customers.”

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Metroflor launches Aligned Dealer cruise promotion

Metroflor Dealer_HeaderCd_Horiz_Fl_CruiseSweeps_finalNorwalk, Conn.—Metroflor is launching its first consumer-focused sweepstakes: Choose Your Cruise. Supported by the Metroflor “Cruise into Fall” POP kit, the sweepstakes will be promoted at Aligned Dealer retail outlets and on Metroflor’s various social media platforms. The promotion runs from November through the end of 2017. The goal of the sweepstakes is to continue to increase Metroflor’s social media presence and drive traffic to its network of Aligned Dealers via the dealer locator on metroflorusa.com.

Directed by Aligned Dealer retail sales associates, consumers can register online for a random drawing to win $5,000 in Princess Cruise Gift Cards, allowing the winner to “choose” the cruise of their choice. (Due to laws regulating promotions and sweepstakes, no purchase is necessary to register for the sweepstakes.)

Metroflor encourages its distributors and Aligned Dealers to participate with tools that will help promote the sweepstakes via their own websites, social media and email campaigns. The POP kits have arrived at Aligned Dealer stores, and each Metroflor distributor has been shipped a kit as well. The kit includes:

  • 25 handout cards with sweepstakes entry instructions.
  • Selection Center header attachment.
  • Sweepstakes registration microsite at com/princess.
  • Complete sweepstakes rules.

Metroflor Aligned Dealers are encouraged to take a photo in front of the Selection Center display (adorned with the Cruise into Fall POP) for Metroflor to post on its social media platforms spotlighting the Aligned Dealer.

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Lisbiz Strategies: The holiday season is a great time for promos

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

By Lisbeth Calandrino

 

Lisbeth CalandrinoHas the summer been slow? Are you and your employees enjoying a lazy time? Would you rather not think about the upcoming winter season? If so, you’re not the only one. Retailers seem to wake up at the end of November when their opportunities are gone or slim.

If you haven’t noticed, the box stores are already showing Christmas trees and other holiday items. If you’re pushing against the upcoming seasons (“Nobody buys flooring for the holidays”), you might want to stop. Now is the time to take advantage of the holidays. Put a plan in place not only for your customers, but also for your employees.

Why not make this time of year your season? The experience is alive and well; it’s up to you to decide what to do with it. It’s time to get your creative juices going. It’s important for you to create a fun holiday for your employees and the customers. Just because it’s not your season doesn’t mean the party is over.

Following are some suggestions to energize your store during the holiday season.

  1. ’Tis the season for parties. Don’t forget “Movember”—men’s health month—which happens in November. Research the occasion online and have a contest with your customers and your employees. You’ll have to get invitations out fast if you want to get on your customers’ calendars.
  2. This is also the season for buying presents. Find another retailer who does business this time of the year (a florist or party store) and join forces. One good partner would be a jeweler; she probably has a huge mailing list and this is her season. Become the new gathering place in your area. Look for unusual and local-made designs. If there’s a local trade show with holiday items, why not attend to get ideas or buy things you can resell?
  3. Unusual vinegars, olive oil and spices are in this year. Personally I would look for someone selling holiday wreaths and trees and set them up outside my store. Don’t forget to order a Santa costume.
  4. This is the season for getting dressed up. How about a fancy party? What organizations do you belong to that are looking for a place to hold their holiday party? Can you hold a Chamber of Commerce event or your networking group at your store? Have a professional designer come in and decorate your store for the holidays. Take a hint from NYC stores; Macy’s still goes all out.
  5. Host your own happy hour. Everyone loves a good drink. Combine it with a unique shopping experience and you’ll have people lining up. Show some special products and a special drink named after your store. Sell tickets for the event or let a customer in for free as long as they bring a non-customer friend. Be sure to post your event online.
  6. How about a learning experience? People want to learn how to arrange flowers or cook a special dinner. Can you find a local chef to come in and teach how to make a special entre or dessert?
  7. An art and photography show will bring in people, especially if the artists have a following and things are for sale.
  8. What about a block party or festival? This is the season to bring people together so why not be the catalyst? You may need to get permits for your events so you have to get started.

Take photos for your social media presence, testimonials about your super parties and hot items for sale. This will guarantee an overflowing crowd for your next event. (The best event will be your anti-Valentine’s networking party.)

 

Lisbeth Calandrino has been promoting retail strategies for the last 20 years. To have her speak at your business or to schedule a consultation, contact her at lcalandrino@nycap.rr.com.

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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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Gerflor USA supports market growth with promotions

GerflorChicago—Gerflor USA is widening its reach in the U.S. market and advancing its team to support—and help drive—its growth. The manufacturer of homogeneous sheet flooring and resilient sports flooring recently named vital members of its sales and marketing force to new positions, including Gerflor national sales director, senior director of marketing and marketing communications director.

Jim Bistolas, who joined the company in 2015 as national healthcare segment director, has accepted a new role as national sales director. With more than 20 years of experience in commercial interiors, Bistolas has developed and managed national sales teams, budgets and forecasts. In his new position, he will lead the national sales force for Gerflor’s multi-segment commercial strategy and will also continue to lead the company’s healthcare market strategy.

For more than seven years, Catherine Del Vecchio has led Gerflor’s U.S. marketing efforts. Now as the USA senior director of marketing for the Gerflor, Connor Sports and Connor Sport Court brands, she will be identifying opportunities and implementing strategies to elevate the brands’ unique market differentiators. She is currently recruiting new staff to support the growth of the department who, under her leadership, will work collaboratively to grow market share for all three Gerflor brands within the US market.

Also integral to the marketing team, Stephanie Corrigan has been promoted to USA marketing communications director for Gerflor, Connor Sports and Connor Sport Court. She will manage the brands’ marketing communications programs and identities. In just two years with the company, Corrigan has helped energize its sales team and generate brand awareness with customers through creative, strategic campaigns successfully adapted to both the commercial and sport divisions.

Del Vecchio’s and Corrigan’s new positions reflect Gerflor’s strategic move to build on and strengthen the synergies among its three brands: Gerflor, Connor Sports and Connor Sport Court. In doing so, Gerflor is streamlining processes across the brands in multiple areas, including finance, operations, human resources, information technology and marketing—all with the goal of better serving its customers.

Gerflor USA is in the process of identifying career opportunities to further support its market growth.

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Suppliers kick off spring seasonal promos

March 13/20, 2017: Volume 31, Issue 20

By Lindsay Baillie

 

March 20 marks the vernal equinox—a signal to most that spring is finally on its way. As consumers look forward to warmer shopping weather, suppliers are planting spring promotions that are soon to be in full bloom. Following are a few sales, rebates and incentive programs starting this spring.

Armstrong
From April 14 through May 31, Armstrong Flooring will host its “Bring It Home!” spring promotion. During this event, Armstrong is offering consumers a chance to save up to 10% on select hardwood and resilient flooring collections, including Alterna and Alterna Reserve Engineered Stone, Prime Harvest engineered and solid hardwood, American Scrape engineered and solid hardwood, TimberBrushed engineered and solid, Rustic Restorations solid hardwood, Luxe Plank with FasTak Installation LVT and Vivero Luxury Flooring with Diamond 10 Technology.

To be eligible, customers must make their purchase 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 2017-03-17 at 11.40.50 AMBamboo Hardwoods is giving its retailer and distributor partners an opportunity to win big via its “Sell Bamboo, Win a Classic Car” promotion. From April 1 through Sept. 30, retail salespeople can qualify to win a Triumph TR6—the popular ’70s era British classic car—by selling an order of Bamboo Hardwoods brand flooring. Note: An order is defined as the sale of more than one box of product; accessory orders without flooring do not qualify.

Upon completion of a sale, the RSA simply fills out a form via a dedicated link to be provided by Bamboo Hardwoods. After verification of the sale, the manufacturer will issue the RSA a “lottery ticket” to be checked against a live drawing Bamboo Hardwoods will conduct on Oct. 2. The winner will have the choice of driving off with the car or taking home the cash equivalent. In addition, over the course of the promotional period, every salesperson gets $50 per sale beyond the third sale of qualifying bamboo flooring products.

Bamboo Hardwoods is also offering a cash award to the distributor sales representative associated with the retailer where the winning retail salesperson works.

Couristan
Couristan is hosting an Outdoor Living merchandising promotion from March 20 through June 30. The promotion includes deals on a full assortment of indoor/outdoor area rugs and two merchandising display options.

The Without Walls display unit showcases all 14 of Couristan’s weather-resistant area rug collections, gives dealers the ability to fully customize their featured assortment and provides an easy-to-browse shopping destination.

The second merchandising display—Outdoor Living Merchandising Display Box—comes free with a dealer’s initial order of 20 area rugs from the Afuera, Monaco, Dolce, Five Seasons, Recife, Riverside, Tides, Cape and Urbane collections—size requirements apply.

Fabrica
Fabrica will run a spring sales event from mid-April through the end of May. Special pricings on exclusive wool and nylon products will be available for select dealers during the sale period.

Karastan
Karastan is celebrating spring with its National Karastan Month sale, scheduled to run April 20 to June 6. During the sale consumers will receive up to a $1,000 rebate on select Karastan styles. All Karastan retailers are eligible to participate.

Lauzon
Lauzon will run a Pure Genius promotion from April 1 to June 30. The promotion includes $0.45 off per square foot on all Pure Genius products—standard and in option. U.S. retailers as well as Lauzon’s preferred dealers in Canada are eligible.

Masland
Masland will host a spring sales event from mid-April through May for select dealers. The sales event includes special pricings on select wool and nylon products.

Mirage
Mirage is holding its spring 2017 rebate sale from April 3 to May 27. During this promotion consumers get a $0.50 per square foot rebate on Mirage flooring. The offer is valid on all Mirage Classic, Mirage Engineered and Mirage Lock products, regardless of species, color or width. The sale applies to all participating Mirage dealers in North America, excluding Quebec.

Mohawk
Mohawk is hosting two seasonal promotions for its Mohawk aligned retailers. The company’s March into Spring sale started March 1 and will run through the end of the month. During this promotion, consumers will receive up to $500 off select Mohawk carpet or hard surface styles. The sale also offers 12 or 18 months special financing on purchases made with a consumer’s Mohawk credit card.

The second promotion, Love Your Floor sale, will run April 14 through May 30 and includes up to $500 off select SmartStrand Silk styles as well as select Mohawk SolidTech styles. Consumers will be able to take advantage of 50% off promotional items as well as special consumer financing offers.

Raskin Industries
Screen Shot 2017-03-17 at 11.40.57 AMFrom April through June, Raskin Industries is offering a $100 gift certificate for every 1,000 square feet sold residentially to retailers that have either the new Loft or FloorNation display systems.

Shaw
Shaw Floors is hosting an Anniversary Sale to commemorate its 50 years in flooring. The sale will run from April 1 to May 15 and is available to North American Shaw Flooring Network retailers that participate in Shaw Floors’ consumer financing program.

During this sale consumers can save up to $1,000 and receive 24 months of special financing on residential, first quality styles in carpet and hard surfaces. This includes all Anso Nylon, ClearTouch Platinum and Tuftex’ Stainmaster products, as well as Anderson-branded wood and Shaw resilient, hardwood and laminate products.

Retailers will also receive Capture the Spirit reward points and customizable marketing components such as Shaw Web Studio promotional assets.

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Armstrong Flooring to host spring consumer promotion

RSEAKTB75L406_1ALancaster, Pa—This spring Armstrong Flooring will hold its “Bring It Home!” promotion, offering consumers a chance to save up to 10% on select hardwood and resilient flooring collections, including Alterna Engineered Stone, from April 14 through May 31.

Qualifying Armstrong Flooring collections include Alterna and Alterna Reserve Engineered Stone, Prime Harvest Engineered and Solid Hardwood, American Scrape Engineered and Solid Hardwood, TimberBrushed Engineered and Solid, Rustic Restorations Solid Hardwood, Luxe Plank with FasTak Installation LVT, and Vivero Luxury Flooring with Diamond 10 Technology. The purchase must be during the promotion period from a participating Elevate retailer. The maximum discount is $500 in the form of an Armstrong Flooring Visa Prepaid card.

For further information, please contact your Armstrong Flooring sales representative.

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Bamboo Hardwoods to kick off ‘Triumph TR6’ Giveaway promotion

By Reginald Tucker

 

BHW car promotionBamboo Hardwoods is giving its retailer and distributor partners an opportunity to win big via its “Sell Bamboo, Win a Classic Car” promotion. Beginning April 1 and running through Sept. 30, 2017, retail salespeople can qualify to win a Triumph TR6— the popular ’70s era British classic car—just by selling an order of Bamboo Hardwoods brand flooring. Note: An order is defined as the sale of more than one box of product; accessory orders without flooring do not qualify.

How it works: Upon completion of a sale, the retail salesperson simply fills out a form via a dedicated link to be provided by Bamboo Hardwoods. Upon verification of the sale, the manufacturer will issue the salesperson a “lottery ticket” to be checked against a live drawing Bamboo Hardwoods will conduct on Oct. 2, 2017. The lucky winner will have the choice of driving off with the car or taking home the cash equivalent.

“It’s something very different and exciting,” said David Keegan, president and CEO. “With other spiffs where the retail salesperson gets $0.05 a square foot here, $0.10 a square foot there—they get lost in the shuffle or they’re intangible. But to have a chance to win a car like this is pretty cool and makes it fun.”

In the past, Bamboo Hardwoods has given away Vespas and offered retailers and distributors other incentives such as trips, but this is the first time the company has done something on this scale. Keegan believes it’s going to be a hit. “In talking with the RSAs last year a lot of them were really excited about the promotion. People can visualize themselves driving around town with the top down in this nice British sports car. The benefit for us is it creates awareness of our brand and bamboo products in general.”

The chances to win don’t end there. Over the course of the promotional period, every salesperson gets $50 per sale beyond the third sale of qualifying bamboo flooring products. “So they get cash just for selling the product, plus a chance to win the car,” Keegan said.

In addition to rewarding retail salespeople, Bamboo Hardwoods also plans to provide a cash award to the distributor sales representative associated with the retailer where the winning retail salesperson works. “This gets the distributor motivated to try to make sure everyone in their territory knows they have a chance to win this car,” Keegan added.

Contact your Bamboo Hardwoods distributor for more details about the promotion.  

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Beaulieu promotes Dominie, Bagley

Dalton—Steve Hillis, president, Beaulieu Group Flooring, has announced a pair of promotions: Paul Dominie has been elevated to the position of senior vice president of the central division for Beaulieu; Robert Bagley becomes senior vice president of the Southeast division.

Paul Dominie
Paul Dominie

In his new role, Dominie will be responsible for the management of the residential and commercial business units in the central division of the U.S. Prior to this assignment, he headed up the YHS (Your Home Style) program for Beaulieu and served as vice president of strategic accounts.

Robert Bagley
Robert Bagley

Bagley, who previously served as regional vice president of the Bolyu commercial group for Beaulieu, will now be responsible for the residential and commercial sales teams in the Southeast territory.

Both Dominie and Bagley will report to Hillis.

 

 

 

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Bolyu names Cushman VP of marketing

48a9a846-80c9-4bc2-b679-9078d27b65e9fullAdairsville, Ga. — Bolyu Contract has named Rob Cushman vice president of marketing. With over 20 years of experience in the carpet, flooring and interiors markets, Cushman comes to Bolyu most recently as vice president of sales and business development at Artaic – Innovative Mosaic.

Prior to Artaic, Cushman was a partner and senior marketing consultant with Daniel+Douglas+Norcoss, where he oversaw significant market research programs, strategic planning initiatives and execution of branding and product placement campaigns for Patcraft, Shaw, Durkan, Design Origins, BP Amoco, The Carpet and Rug Institute, Daltile, Mannington, Amtico and many other interior design and floor covering focused industry verticals.

Cushman began his career in the carpet industry at Shaw in 1989, where he contributed to many of the 20-plus brands and the various market segments to which Shaw catered.