FLOORtalk

Steve Simonson, digital pioneer and founder and CEO of iFloor, talks about the current digital environment, including Facebook, and the challenges involved in securing content for the platform. He outlines several avenues that can assist retailers in obtaining content. He also talks about the concept of selling floor coverings online and his view of its future, including his expectations for the big box players, the middle tier players, and small independents. He discusses the need to engage consumers, the characteristics of millennials, and the advantages to independents of being of an Omni channel retailer.

Steve Simonson, digital pioneer and founder and CEO of iFloor, talks about the current digital environment, including Facebook, and the challenges involved in securing content. He outlines several avenues that can assist retailers in obtaining content, and talks about the concept of selling floor coverings online, and his view of its future, including his expectations for the big box players, middle tier players, and small independents. He Also discussed is the need to engage consumers, the characteristics of millennials, and the advantages to independents of being an Omni channel retailer.

Steve Simonson, digital pioneer and founder and CEO of iFloor, talks about the development of websites in the late 1990’s and the technology that has been developed since. He talks about the value content they developed at that time and the number of directions it has taken since then. He discusses his website, stevensimonson.com, as well as the variety of digital ecommerce websites with which he has been involved.

Chris Ramey, president of the Home Trust International and Retail Rescue, talks about the types of products higher-end retailers most often carry, noting that they should have some level of exclusivity and craftsmanship. He also talks about additional factors that distinguish higher-end retailers, including the overall presentation and the look of the store, the look and demeanor of the sales people, and the level of service offered by the organization. Ramey also discusses sales technique in including higher-end merchandise in sales presentations.

Chris Ramey, president of The Home Trust International and Retail Rescue, talks more about conspicuous consumption purchases, sales of higher-end products to individuals who are not necessarily wealthy, meaning higher end retailers sell to aspirational middle-income consumers, and the concept of apparent value. Also discussed is being an agent of your customer rather than your suppliers, editing your operation’s selections, and serving the community. Ramey discusses sharing values reducing the cost element of the decision.

Chris Ramey, president of The Home Trust International, a network of luxury brands and resources for the home, and partner in Retail Rescue, an organization that offers management, marketing, in-store and operations assistance to retailers, talks about factors that help build retail brands, and ideas that can assist floor covering retailers to beat their competitors in this age of digital marketing, including ideas that can communicate with consumers while they are shopping.

Paul Friederichsen, president of Brand Biz and partner in the Blake Project, talks more about branding changes in the floor covering industry and influences relating to product preferences as seen on cable renovation programs. Friederichsen talks about awareness of flooring brands among consumers and how company branding presentations have changed at TISE over the last 20 years, both among large and small exhibiting players. He also compares branding efforts in the flooring industry with other industries.

Paul Friederichsen, president of Brand Biz and partner in the Blake Project, talks more about changes in branding in the flooring industry and how the “Carpet it Just Feels Better” branding effort changed things. He looks at the recent branding efforts on the part of the major players in the industry, the importance of product choices as seen on cable channels such as HGTV, DIY influence on consumer choices, and how various floor covering news stories has affected sales.

Paul Friederichsen, President of Brand Biz and Partner in the Blake Project, talks about the evolution of branding in the floor covering industry, starting with the “Carpet it Just Feels Better” branding effort and support materials on the part of the Carpet & Rug Institute in 1997. Friederichsen outlines several of the branding changes that have occurred since, as well as forces that ended the campaign.

Adam Nonn, president and CEO Nonn’s Kitchen Bath and Flooring, talks about his attitude about selling online, how he deals with it, and how he plans to deal with this issue going forward. Nonn also discusses linking with an entity that would sell floor coverings and direct installation services to local retailers. Nonn also describes his approach to digital marketing and its success, as well as a unique element on the Nonn website called "Nonn’s Insider List," and preparing his sales team to the needs of well-informed customers.