Carpet One Floor & Home Winter Convention Helps Retailers Own the Journey

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Three-day event focuses on customer engagement and experience through digital tools and programs.

Own the Journey Carpet One Floor & Home Winter Convention 2020

Carpet One Floor & Home's Convention Theme - Own the Journey focuses on customer engagement and experience.

Through networking, educational presentations and one-on-one time with Carpet One Floor & Home experts, members learned how to better manage their customers, especially digital customers, and help to guide them throughout the process of purchasing and installing new flooring.

Independent flooring retailers and members of the Carpet One Floor & Home cooperative spent three days discovering more about their customers’ journey and the tools created to help them own that journey. Through networking, educational presentations and one-on-one time with Carpet One Floor & Home experts, members learned how to better manage their customers, especially digital customers, and help to guide them throughout the process of purchasing and installing new flooring.

The journey a customer goes on, from the time they start thinking about a purchase to the time they complete that purchase, and even beyond the purchase may vary in length and may be approached differently by customers, but throughout the convention, Carpet One Floor & Home focused on five basic phases of the customer journey: Discover, Evaluate, Decide, Experience and Loyalty.

Owners and managers of Carpet One Floor & Home’s stores were introduced to a new CRM supported by the cooperative that will help the stores take ownership of managing the customer journey from start to finish. The CRM, called DRIVE, includes lead management and email marketing to help nurture customer relationships at all phases of the journey. Bevin Andrews, SVP of marketing for Carpet One Floor & Home, shared member case studies and details of how this new CRM can significantly increase profits for members.

“With more and more leads coming from digital marketing, it’s essential for our stores to have a digital platform to manage the customers that are coming in through digital ads, online searches and social media,” says John Gilbert, president of Carpet One Floor & Home. “We’ve done the legwork to build a platform that will work for our stores. Now, it’s our members’ turn to take ownership and use the tools provided.”

While there was a heavy focus on managing digital leads, members were also introduced to new product programs that will help them enhance the customer experience in store. They also received their first look at Carpet One Floor & Home’s Twenty for 2020, a selection of products that were hand-picked by the cooperative’s buyers and merchandisers to be featured throughout the year. The products, which cover all product categories were highlighted on the Exhibit Hall Floor and will be used in PR and social media campaigns in 2020.

Not only were members urged to own their customers’ journeys, but they were also encouraged to own their own journeys as business owners and entrepreneurs.

“We’re asking our members to do a lot, but we’re also providing them with the tools and support they need to succeed,” added Gilbert.

One of the ways the cooperative is supporting their members in this journey is through training. Nicole Harding, vice president of University, announced unlimited training that will give all members access to the University’s online training platform and targeted training playlists While in Phoenix, members also had the opportunity to spend time in tailored education sessions to help them own the customer journey.

Throughout the convention, the consistent theme of owning the customer journey kept members centered on specific ways that they could differentiate themselves and convert more leads into sales.

“Our members have many things to worry about when they get back to their stores. Our job is to keep them focused on those things that will make the biggest impact on their business,” shared Gilbert. “This convention was a prime example of keeping that focus.”

ABOUT CARPET ONE FLOOR & HOME
Carpet One Floor & Home is North America’s leading floor covering retailer, with 1,000 independently owned and operated locations in the United States, Canada, Australia and New Zealand. Carpet One Floor & Home stores are known for a broad selection of carpet, wood, laminate, ceramic, vinyl and area rugs, including exclusive brands like Bigelow and Lees. They offer a unique customer experience with the exclusive SelectAFloor merchandising system that simplifies the shopping experience and The Beautiful GuaranteeTM, which guarantees that the customer will be 100% happy with their floor.

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Megan Michelakos
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