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Over the course of three years Tomlinson Inc. identified and solved a series of business to business challenges for Carpet One: the Flagship brand in the CCA global family. As part of the solution Tomlinson created extensive marketing, merchandising and sales programs to maximize revenue for more than 1200 retailers. These complex and integrated communications helped Carpet One grow to be the largest member based flooring retailer in North America. This long term partnership and commitment to success resulted in a almost a quarter of a billion dollar sales growth that has continued to this day.

CARPET ONE OVERVIEW

  • B2B member-based company
  • Headquartered in Manchester, NH
  • Established in 1985
  • Revenues of 3.2 billion
  • 1200 stores nationwide
  • Growing at a rate .22 billion a year
  • Tomlinson client since 2001

SUCCESS STORY: CARPET ONE

In 2000, C1 sales stagnated as big box stores including Home Depot moved into flooring. The company needed to get revenues back on target quickly and cost-effectively. The Challenges:
  • Member stores cluttered, unattractive and unbranded
  • Sales people lacked product knowledge, cohesion and sophistication
  • Product mix was tired looking and dated
  • Many similar brands competing for attention and market share

    • CHALLENGE #1:

    MEMBER STORES CLUTTERED, UNATTRACTIVE AND UNBRANDED. The Solution: Selectafloor System
    • Clean, simple, branded approach
    • Appropriate for all stores (geography, selling mix and store size taken into account)
    • Organize flooring samples to increase interaction & sales
    • Showcase carpet in lifestyle way (in addition to feature & benefit)

    CHALLENGE #1:

    MEMBER STORES CLUTTERED, UNATTRACTIVE AND UNBRANDED. The Solution: Selectafloor System
    • Member response was overwhelmingly positive
    • 1200 units purchased at convention and installed in stores across US
    • $18,000 price point was accepted by members as their stores were transformed by the system
    • 2.8-3.2 billion increase in annual sales*
    *Carpet One is privately held and does not release financial data.

    CHALLENGE #2:

    SALES PEOPLE LACKED PRODUCT KNOWLEDGE, COHESION AND SOPHISTICATION The Solution: Training Materials–Selectafloor Manual No nonsense and informative, everything members needed to know in one place including:
    • Floor Plans designed for flow and enhanced sales
    • Display Diagrams
    • Sample Customer Conversations for Sales Conversion
    • Marketing Materials
    • Key Contact Information

    CHALLENGE #2:

    SALES PEOPLE LACKED PRODUCT KNOWLEDGE, COHESION AND SOPHISTICATION The Solution: Interactive Training Materials–Selectafloor Video Inspiring, uplifting and contextual, the SAF video:
    • Showed (rather than told) the power of branding
    • Imparted importance of clean, well-organized, shop-able space
    • Broke down barriers of sex, geography
    • Rallied members around key goals

    CHALLENGE #2:

    SALES PEOPLE LACKED PRODUCT KNOWLEDGE, COHESION AND SOPHISTICATION The Solution:Training Materials–Selectafloor Hardwood Flip Book Designed for member and customer, the 50 plus page book is interactive and elegant.
    • Provided a visual dialogue with consumer
    • Inspired multiple sales
    • Redefined C1 as tasteful and informed
    • Included everything needed to make wood flooring sale
      • warranty level, care instructions, etc.

    CHALLENGE #3:

    PRODUCT MIX WAS TIRED AND DATED The Solution:Line extensions—Selectafloor Ceramic Program Recognized trend towards tile in residences.
    • In 2002 the Ceramic Market grew 13.2% in volume (2.6 billion square feet)
    C1 Ceramic program was developed and introduced to members. Sell in piece:
    • Colorful, inspiring and clean design provided excitement
    • Broke ceramic into 4 easy to sell and understand categories:
    • Customized Products
    • Flexible Presentation
    • Maximized Floor Space
    • Priced to Sell

    CHALLENGE #3:

    PRODUCT MIX WAS TIRED AND DATED The Solution:Line extensions—Sectafloor Ceramic Program
    • Recognized trend towards tile in residences
    • C1 Ceramic program was developed and introduced to members.
    Sell in piece:
    • Complete information about product assortment and display units
    • Recognized how members use information – display unit data sheets

    CHALLENGE #3:

    PRODUCT MIX WAS TIRED AND DATED The Solution:Bring in New Brands – Liz Claiborne Understanding the need for a more upscale, refined product to meet needs of high HHI customers, Liz Claiborne Flooring partnership begins.
    • Tasteful and elegant
    • Focuses on key products (rather than a little bit of everything)
    • Uses the power of the Liz Claiborne name
    • Attracts target market with brand appropriate spokesperson
    • Reinforces Carpet One as one-stop flooring shop
    • Works with other brands in store

    CHALLENGE #4:

    MANY SIMILAR BRANDS COMPETING FOR ATTENTION AND MARKET SHARE The Solution:Understandable and thoughtful positioning based on needs and trends
    • Tradeshow Booth
      • All brands worked together under one C1 umbrella
    • Full-Line All Surfaces Catalog