| Flooring America
Stores Combine Superior Shopping Experience With Profitable
Results
Manchester, NH (May 24, 2004) – Flooring America’s
ongoing commitment to upgrade and improve its members’
operations with new programs and services has contributed to
the co-op’s third consecutive year of same-store sales
gains again in 2003.
“We’re helping our members compete at a higher
level of presentation and professionalism,” said Evan
Hackel, Flooring America’s President. “They have
enthusiastically and successfully integrated our many new initiatives
into their daily operations, and the customer clearly has responded
favorably.” New products and services introduced in 2003
produced a nine percent same-store sales increase. Compared
to the relevant segment, Flooring America greatly outperformed
the industry. “This year we are on track to same-store
sale increases in double digits,” said Hackel.
Flooring America’s innovative approach to marketing,
advertising, in-store displays, and consulting components allowed
Matt Wagner, owner of Bob Wagner’s Flooring America of
Downington, PA, to generate business quickly. He added a third
location in Wilmington, DE, incorporating many of the new Flooring
America programs.
“Their turnkey store program enabled us to open a new
showroom last October that’s as close to a 100 percent
Flooring America store as I’ve seen. Our first six months
have been very successful.” With the opening of that store,
Flooring America is now represented in all 50 states.“The
consistently professional image created by Flooring America—in
its product selection, displays, brochures, warranties, even
its price tags—helps our customers reach a comfort level
with our salespeople that leads to a purchasing decision,”
said John Menarde, Jr. The president of Feasterville Flooring
America in Feasterville, PA, Menarde is also a member of Flooring
America’s Advisory Council. He attributes most of his
growth in 2003 to increased sales of hardwood flooring. Notable
among his many hardwood sales were those to customers who had
initially come in to shop for carpet. “The financing initiatives
Flooring America provides also help us to get buyers ‘off
the fence,’” said Menarde.
Wagner echoed Menarde’s praise for the professional
appearance of Flooring America’s displays and marketing
materials. “Consistency throughout the showroom makes
it easier for customers to shop and make comparisons. The upscale
look that Flooring America fixtures and décor give our
showrooms is definitely a plus.”
Both Menarde and Wagner were among the latest recipients of
Flooring America’s Shining Star Award,
presented at the retail flooring cooperative’s National
Convention last month in Houston, TX. The award is presented
to those members who post exceptionally high sales volumes through
their use of Flooring America’s many products and programs.Flooring
America is in the early stages of a five-year plan to create
an instantly recognizable national brand identity. “By
introducing conformity to the upscale appearance of our showrooms,
promoting our outstanding customer service, and creating unique
enhancements for the shopper, we will make Flooring America
a distinctive mark,” said Hackel. “Our members have
made a firm commitment to raising our
standards in every category. We all expect great things for
the future.”Introductions in 2003 included new products;
new display fixtures; a more targeted, female-focused advertising
campaign; Home Emagination, an interactive decorator to assist
customers in design; the Home Craft Collection builder program;
and online sales and management training, among others. The
establishment of the Neighborhood Network, a system of localized
conference groups, facilitated interaction among members and
their exchange of best practices.
About Flooring America
Flooring America, with a sales volume of $1.4 billion, consists
of more than 500 member-owned floor covering stores throughout
the United States and Canada. Flooring America provides members
with exclusive brands and warranty programs, comprehensive multi-media
advertising programs, complete showroom merchandising packages,
plus training in management and sales. It operates as a division
of CCA Global Partners, the world's largest flooring group.
For information on becoming a member of Flooring America, contact
Tom Heffner, National Membership Director, at 800-466-6984,
ext. 1501.
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