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Flooring retailers emphasize Drive

BY HBSDealer Staff

Organizers of the CCA Global Partners Building Buzz digital marketing conference say that a marketing automation platform was one of the highlights of the recent event.

Flooring America, Flooring Canada, and The Floor Trader traveled north of the border to host Building Buzz, its annual independent retailer-focused digital marketing conference, last month at the Palais des Congrès de Montréal in Montreal, Quebec. A key highlight was Drive —one of the “boldest marketing initiatives developed by the marketing team,” the company said.

Drive is a technology-driven, marketing automation platform with a CRM system, incorporating real-time lead scoring, lead-conversion and lead-nurturing in a suite of bundled marketing services that create a more personal customer experience, according to CCA Global.

“We’ve built Drive to be a game-changer for independent retailers across multiple verticals, and have invested a considerable amount of resources to bring our members a fully integrated and centrally managed stack of marketing services,” said Frank Chiera, senior VP of marketing and advertising. “Drive will help close more sales, convert more leads and elevate the customer’s experience through highly personalized marketing communications.”

From a product perspective, the group introduced a couple of product initiatives that continue to trend with today’s flooring shopper. First up is a new introduction this summer addressing the challenge for today’s customer who desires the beauty of carpet but needs extreme performance. According to Cathey Gundlach-Links, Vice President of Merchandising, “The fear of stains, spills, pets, kids, and wear will no longer deter the soft surface consumer with our new Rival by Resistabrand.” From a waterproof backing to a high-performance fiber, Rival is protection from top to bottom.

Also, according to recent research done across members’ websites and social media engagement, “waterproof” is a frequently searched term by consumers when researching flooring. The group continues to focus its efforts on products like Downs H2O with its waterproof, kid proof and pet proof protection story.

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