The ones to swatch

Like so many other aspects of business, the pandemic has accelerated a number of developing trends in the flooring industry around the marketing of product ranges to consumers.

Many retailers took the opportunity of lockdowns to rationalise their store environment, analysing the return on investment that point-of-sale displays were generating and decluttering their floor space.

The result is that in many cases only the best survive – and on pages 58 to 66 in this magazine this month we look at some of the latest initiatives in point of sale from the leading suppliers.

“The sample products that land on the consumer’s door mat need to be brand consistent, aspirational and absolutely instagrammable.”

And the bar has also been raised in terms of the standards in merchandising and sampling to ensure the right products are in front of the right customers every time – both in store and at home.

The trend towards home selection was particularly pronounced during the pandemic as consumers were locked down and/or unable to visit stores. Video appointments with retailers became a huge success and online selection through increasingly sophisticated websites and virtualisation platforms became so important.

But flooring purchases are too subjective (and expensive) to be left to point-and-click and the value of a sampling service that is both fast and “fashionable” has become key to success in this sector – fashionable meaning that consumers expectations of the style and presentation of samples to their door is now extremely high as mainstream consumer brands have concentrated on sophisticated packaging and delivery services.

Caroline Adams, Sales & Marketing director Colour Marketing Services has seen all this first hand. “It has been endlessly said (and frequently by me, to be fair) that the face of retail has changed over the last 5 years and the pandemic has only exaggerated that shift – the shift away from physical shopping and into the digital world. 

“The modern consumer wants to spend money decorating their home and wants to order samples from the comfort of their sofa – whether these are samples of paints, wallpapers, fabrics or flooring – they want to feel products, photograph products, share mood boards and have their chosen brands help them buy with confidence,” she says.

“The bar has been raised in consumer expectations of sampling. 

I joined Colour Marketing Services from a fabric and wallpaper sampling and fulfilment background and my knowledge and experience are in ensuring that the sample products that land on the consumer’s door mat are brand consistent, aspirational and absolutely instagrammable,”
says Caroline. 

From its base in Ipswich, CMS bring skills, knowledge and market research learned over many decades to help the flooring world raise the level of their at-home consumer samples and in store take away samples to be in line with the wider interiors industry whether this is cuttings, cards or fulfilment, maximising return from investment.

Tristan Smalley of specialist flooring merchandiser INNOV8 agreed with the direction of these trends. “The last 2 years have brought new challenges and for many of our customers they took the opportunity to invest in new sampling, new branding and different ways to get their products out into the market.

“At a time when so much moved online, be it working or shopping, we have seen a huge increase in the need for internet and postal samples, both huge bulk orders sent to our customers but also those managed and distributed by us on behalf of customers, direct to end-user, showing the huge numbers going out.” he said.

INNOV8 has also seen an increase in smarter sampling in the form of double-sided boards, particularly when it comes to wood, laminate and LVT. 

“This is an ideal way of getting more products into a display, without having to double up on both costs and space which in customers showrooms is always at a premium. For example, customers are able to put 16 SKUs on show in an existing 8 space tooth rack display. 

“Many of our customers they took the opportunity to invest in new sampling, new branding and different ways to get their products out into the market.”

“Our team of merchandisers have been a huge support to our customers in helping to keep their names at the forefront of their minds,” says Tristan.

Where potentially flooring suppliers have scaled-down on the road staff or Covid has affected people being able to consistently get into stores, Northamptoshire-based INNOV8 has bridged that gap by helping to either place stands or new sample collections in the market for them or keep on top of existing displays. “We are always here to provide a quality product and service,” says Tristan.

ADP Distribution has become a major player in this sector. “When it comes to merchandising, ADP Distribution understands that the layout of your product and display is one of the most difficult tasks to master due to the wide range of solutions that can be provided,“ says Steve Birch of the West Midlands based business.

“With our expert merchandising services, we want to maximise the impact of your brand and products in-store. We ensure that the styling, layout and design of your Point of Display (POS) is 100% 

in conjunction with your instructions and planning documents and execute your plans seamlessly.



“From DIY to travel retail, retail windows, store interiors, event spaces, promotional pop-ups, we have years of experience in field marketing and merchandising sector, having worked across the UK and Internationally,” he says. 

“From DIY to travel retail, retail windows, store interiors, event spaces, promotional pop-ups, we have years of experience in field marketing and merchandising sector.”

ADP’s in-store merchandising services include display stands, sample distribution, colour and range changes, product merchandising, sampling accessories, stock rotation, point of sale replacement and management, store roll outs, new range introduction, off and  on-site repairs.

All buying groups have a bundle of goodies to offer members – but if marketing is your thing, then Metro is going to be a top choice with its exceptional offer of a portfolio of merchandising and promotional support that can cover anything from the shopfront through point-of-sale down to your ticketing and business cards.

The Metro Group not only negotiates highly competitive terms for its members but also helps them sell market leading products at a profit.

These days most retailers understand the need for own branding and Metro is no exception. For over 20 years Metro has promoted its own brand - Carpet 1st which is a collection of the best-selling products in the UK with the support of the most successful manufacturers.

“The Metro Group not only negotiates highly competitive terms for its members but also helps them sell market leading products at a profit.”

Own branding has become incredibly popular and Carpet 1st offers retailers the ability to do this professionally and uniquely if required. Metro offers members a dedicated marketing service that helps them with any kind of marketing project from replacement signs to price cards - all fully serviced nationwide by Metro’s in-house team.

FOR MORE INFORMATION

ADP DISTRIBUTION
0121 559 6783   www.adp-distribution.co.uk 

COLOUR MARKETING SERVICES

01473 744940   www.colour-ms.co.uk

INNOV8

07870 552261   www.innov8ltd.com

METRO GROUP 01204 393539  www.carpet1st.co.uk