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volume 31/number 9 | fcnews.net | the publication more retailers prefer | October10/17, 2016 | $2.00
CarpetsPlus gets first look at Destination concept
By Ken Ryan
PITTSBURGH — All buying groups use networking
opportunities and best practices to educate their members. CarpetsPlus Colortile is going one step further
with its biennial summit meetings where one member
retailer hosts other floor covering dealers in a showand-tell format.
This year SP Floors & Design Gallery of Canonsburg, Pa., unveiled the group’s first fully furnished Destination showroom. Introduced in 2015, Destination
started as a carpet boutique within the showroom and
expanded to include hard surfaces and displays that
emphasize fashion and color.
Stacey Pape, owner of SP Floors, reflected on the
implementation of the Destination format. In building
her store, a former Ethan Allen showroom-she wanted
to create an environment that was more fun and enjoyable for customers.
“We wanted something different, something people
would talk about-a showroom that was off the wall and
bizarre but when put together it is pretty neat.”
SP Floors spans 12,000 square feet, including warehouse space. The Destination portfolio includes 10
displays featuring banners such as Color Destination,
Performance Destination, Fashion Destination and
Design Destination. CarpetsPlus dealers have the option of taking on as many displays as they choose or
none at all-it is up to them. In creating a more fun
environment for customers, SP Floors cordoned off
an area just off the entrance where customers can sit,
have a drink or snack, watch television, pet Aspen
(the company’s mascot) or discuss their needs with
sales associates.
Another focal point is the 400-square-foot builder
selection center. Two-thirds of Pape’s business, or $4
million a year, is generated from the builder trade.
Several years ago, SP Floors partnered with Maronda
Homes, a large builder in western Pennsylvania, to
A seamless floor layout helps SP Floors’ customers easily
navigate from one area of the showroom to another.
CarpetsPlus Colortile members give their crazy look outside of the newly transformed SP Floors and Design
Center, the group’s first Destination store.
create the new department. Maronda Home buyers
can make an appointment to visit the showroom and
select new carpeting, flooring, countertop and cabinetry options through a spreadsheet program with dropdown menu options.
“What’s really nice about it is we’re able to help
the homeowner pull it all together in one place” Pape
said. While the initial set-up for the builder selection
center took some time, she said it all works seamlessly
in the end. In all, SP Floors works with 10 builders
that service the local market.
Pape started SP Floors from scratch in 2009; at a
time when the builder business was in the tank. Today
hers is a $6 million enterprise. “Stacey built an amazing business in seven years out of nothing;’ said Ron
Dunn, co-CEO of Alliance Flooring, which oversees
CarpetsPlus Colortile.
Dealers react favorably
CarpetsPlus Colortile dealers who attended the event
applaud the new Destination format. Josh Elder,
owner of Gainesville CarpetsPlus Colortile, who is on
the buying committee that has been developing this
program, said he loves the 56-pin carpet displays because they free up so much room. “It’s like I told one
of my reps: ‘Every inch of my showroom has a cost
associated with it, and I want the biggest bang for my
buck.’ What I am seeing is the manufacturers are also
embracing this concept and coming out with new private labeled products, which is one of the big reasons
for being in a group. Plus, it was time for an overhaul
of our old displays that are now 10-plus years old.’’
Elder is not alone. Paul Schallberg, co-owner of
Star Flooring & Design, Boulder, Colo., says the seamless layout of SP Floors makes it easy to move from
one department to another. “The Destination concept
is something we are excited about. It is bringing the
best products from the premier carpet mills and hard
surface manufacturers in an easy-to-use, easy-to-sell
private-labeled display program. We are definitely all
in.’’
The Destination program will be fully launched
at the group’s annual convention in Atlanta. In the
meantime, CarpetsPlus is seeking input from members
on what elements – i.e., marketing tools, upgraded
website, private-labeled merchandising programs – are
important in driving the Destination program. “Our
goal is to get everyone who has been here to this summit to get on board” Dunn said.
During the Summit, members got a sneak peek
at Web Pro 3.0, the group’s new online digital marketing program offering search engine optimization,
a monthly Google Analytics report and other tools
that can be customized for members. “We’ve gotten
nothing but positive reviews,” said David Ellis, advertising and public relations manager for CarpetsPlus
Colortile, who gave a demo of the program during the
summit. “They really love the update, they think it’s
fantastic.’’
From fresh merchandising concepts to selling aids
and tools, it’s all designed to boost sales and profits for
members. “The purpose of a summit is for members to
leave with a few things they can take away for their
businesses,” Dunn explained.