Now is the time for independent retailers
A leading trade body says independent flooring retailers are "set to gain more than most" after a year of economic and political change – and they are campaigning to boost the benefit.
The Carpet Foundation was commenting on the first results for their online consumer advertising campaign which was re-launched in September and has got off to a "flying start" says the organisation.
The campaign has achieved double the industry average rates for click-through after appearing more than 800,000 times on major home interest magazine websites.
The ad campaign leads consumers to independent carpet retailers as the experts to buy from for flooring. Key titles have carried the distinctive banner adverts including idealhome.com, livingetc.com, homesandgardensmagazine.com and realhomes.com.
The focus on independent retailers is given added impetus following the collapse of Carpetright and The Floor Room and the withdrawal of ScS from the flooring sector.
Commenting on the campaign to date, Chief Executive Andrew Stanbridge said: “We deliberately kept our powder dry in the first part of 2024 as we knew an election was imminent and that always results in the hand brake being put on by consumers across all areas of significant spend. Now the Election is well and truly behind us, and with other major outlets in the industry going out of business or pulling out of flooring, we feel now is the ideal time to actively promote our retailers as the people to buy carpet from.”
- “Big noises are being made about building more houses, increasing home ownership, making the planning system more consumer friendly and building on the ’grey’ belt so we want to ensure that our retailers gain more than most from these intentions,” said Andrew.
“I am delighted with the results to date – long may it continue! We contextually target our ads to appear around relevant subjects as opposed to a scattergun approach. That, allied to the simple yet clear messages and the fact that we rotate all four ads, is, we are a told, a major factor behind our success," he added.
