The annual branded conneXtion meeting for key brands from CCA Global Partners (including Flooring America, Flooring Canada and The Floor Trader) took place in Dallas at the beginning of January. According to presenters and feedback from the industry, diversification and innovation remain key themes for flooring retailers this year.

“Product diversification and selling the project not the product to our customers allows us to be a one-stop design centre and ultimately capture a larger share from each consumer,” said President of Flooring America, Flooring Canada and Floor Trader, Keith Spano.

“It’s imperative to remain relevant and help our members be focused on me-tail vs retail, offering customers more personalisation in the buying process. We know consumers today expect the process of researching, reading reviews, receiving advice and purchasing products via the many touch points they use such as websites, mobile, social media and in-stores, to be integrated,” added Keith.

Frank Chiera, Marketing & Advertising at Flooring America/Flooring Canada and The Floor Trader, also announced the launch of My Design Finder, which is a way to connect with consumers searching for floors, at the conneXtion meeting.

“My Design Finder is a visual way for consumers to select their design style based on a project need, with beautiful Pinterest-like room scene photography, and then identifies their persona based on that preference. We’re essentially flipping the way customers search for flooring on its head,” said Frank.

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