Giovanni Tiles Ltd
3 Lester Lane Christchurch City P.O. Box 36409 Merivale Phone: 021 341 588 Email: [email protected]
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Below is a bullet point simple strategy to start building the Tile Category of your
Business. There needs to be some components put in place to ensure you can take
this part of your Business forward to become a valuable contributor to your
bottom line.
Key Points to Note:
1. EVERY home as approximately 20% hard flooring in it
2. Tiles Nationally represent approx 40% of the hard flooring Market
3. Sales personnel can at at least 10% to their annual commission income if they
add the high margin Tiles to each sale
4. Hard Flooring can add a minimum of 20% to any Store's annual turnover.
5. Carpet Court are regarded as the Total Flooring option (not just carpet
specialists)
6. Giovanni - The Brand, is a very important part of the message you send to
your consumers, it portrays an image consistent with the FBL overall offering
Keeping things as simple as possible, and breaking it into key areas of Business,
we need to tick the following boxes .....
STORE DISPLAY
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Colour Blocked
Increase the Range
MARKETING
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Internal Signage - Key Giovanni Branding to portray a retail sense to the
category
Exterior Signage - Utilising the Brand to drive consumer interest through
Brand recognition, which will flow form Media exposure
Vehicle Branding Just a small decal on any CC Branded vehicles, to add to
the 'Family' of Brands you provide
Media - Giovanni (along with other brands) is now being put on TV
advertising, so the opportunity is to carry this on into print media
General Inclusion - It is important to Include Hard Flooring by Brand (i.e.
Giovanni, Gerfloor etc) to have your Consumer identify you as a Flooring
specialist, not just Carpet
Target the renovation Market ... It's huge !
Giovanni Tiles Ltd
3 Lester Lane Christchurch City P.O. Box 36409 Merivale Phone: 021 341 588 Email: [email protected]
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STAFF
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You need at least one Staff member per Store to focus on Hard Flooring.
This person requires training, and is to pass on that training to other staff,
becoming the 'ambassador' for the Team and learning thru training his peers
...it works !
This person needs to attack your current Customer base from a different tack
(hard flooring) and develop separate relationships than your Carpet personnel
(Some Stores do this very well)
CUSTOMER BASE
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As per above, have this person attack your current customer base with a
different message, selling all channels BUT carpet - The Customer you
already have is the easiest to sell to, especially if you have more to offer them
!
Attack smaller builders versus big Companies (initially) until confidence
grows
KEEP IT SIMPLE - TILES ARE EASY TO SELL !!!!!
We at Giovanni hope that assists with giving Clarity to how we should go
forward .... We do know from many years in it now, that this category works,
gives good Margin and is very easy
Anything we can do to assist, We are there !!
Cheers from the Team at Giovanni Tiles !