In this episode of The UK Flooring Podcast, we are thrilled to welcome Holly Johnson, the Marketing Director at Amtico. Holly shares her journey in marketing, the evolution of Amtico over the past 60 years, and insights into the flooring industry. Tune in to discover how Amtico has maintained its position as a premium LVT manufacturer and what it takes to stay ahead in the competitive market.

Key Discussion Points:

Holly’s Background:

• Marketing degree from Derby University.
• Career journey from Spear & Jackson Garden Tools to AGA Rangemaster, and now Amtico.
• Early work experiences, including working in her father's flower shop.

Evolution of Marketing:

• The impact of digital transformation on marketing strategies.
• Importance of balancing digital and traditional marketing.
• Role of AI in marketing and customer service.

About Amtico:

• Overview of Amtico as a premium LVT manufacturer based in the UK.
• Celebrating 60 years of manufacturing in Coventry.
• The significance of the company’s people and their passion for creating quality flooring.

Product Development and Trends:

• The extensive research and design process behind Amtico’s collections.
• Current trends in flooring, such as the shift from greys to beiges.
• Introduction of sustainable products like Amtico Bio.

Challenges and Opportunities:

• Addressing economic uncertainties and consumer confidence.
• The increasing demand for high levels of service as a brand differentiator.

Customer Experience:

• The importance of factory tours and training for retailers.
• How Amtico’s showrooms enhance the customer experience.
• The value of having knowledgeable staff and a comprehensive product display.

Personal Insights:

• Holly’s least favourite part of her role and her thoughts on AI in copywriting.
• Her daily routine and how she manages stress and productivity.
• Fun facts about her ideal dinner guests and favourite flooring choices for her home.

Memorable Quotes:

• "It's not just about digital; it's about knowing your customer."
• "Earning your stripes means working hard and showing people what you can do."

Guest Information:

Holly Johnson

• LinkedIn: Holly Johnson
• Company: Amtico

Additional Resources:

• Amtico Collections: Explore the range of products offered by Amtico, including the latest trends and sustainable options.
• Fit Box: Learn about the Fit Box device for underfloor heating with timber floors. Visit fitbox.co.uk for more information.

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