Digital developments boost industry agility
The flooring industry’s digital landscape has been developing fast over the last five years from a wild West of web and online interactions to an increasingly sophisticated network of high performance portals and carefully curated social media communication channels.
The pandemic accelerated not only the innovation in this sector, but also the uptake and appetite for IT among retailers who have historically been late adopters of technology. Now, the expectation is that the leading suppliers offer effective digital solutions to make the working day easier and more effective.
Here are some of the best…
PORTAL POWER
This summer sees another important step to further improve Associated Weavers’ service level in its partnerships with their customers. A new portal will be launched this summer.
“Customer expectations have changed,”
says Emmanuel Lioen of AW.
“When ordering carpet or other flooring solutions in retail shops,
the end consumer wants to be informed about product availability, possible alternatives and expected timing of delivery. The portal addresses these functions and will help retailers to close the order.”
By introducing the portal, AW customers get a 24/7 order entry channel with an all-time access to the product portfolio - wall-to-wall carpet, carpet tiles and luxury vinyl flooring. Simultaneously, the portal will lead to higher transparency and reliable tracking of open orders up to delivery.
Finally, the portal is expected to lead to higher accuracy in order intake and a reduction of errors and returns.
As part of its commitment to customer service, Furlong Flooring’s new online portal and open banking system gives retailer account holders across the UK full access to everything from stock checking to ordering and delivery tracking, all with secure and instant fast payments.
Through the online portal, account holders will be able to find out about the very latest additions to Furlong’s comprehensive flooring collection, as well as colours and accessories for every room.
Exclusive benefits include access to Monday discounts and the online portal will enable retailers to check stock availability and place orders quickly and seamlessly with their customers, usually with next day delivery. The open banking system ensures account holders can pay quickly and securely via a digital system from their phone.
Since its launch in 2011, users of Cormar Carpet Company's successful online Trade Portal have been benefitting from 24/7 access to order processing, stock checks, invoicing and statements, making it the place to go for online trading for carpet retailers. In the last 12 months,
Cormar has invested over £75,000 towards further enhancements, including the ability to add multiple cuts or rolls to the basket,
saving customers time and improving user experience.
A new marketing materials area, which was highly requested by portal users, now allows users to easily access and download Cormar’s portfolio of high-quality imagery alongside various marketing materials. This and the other improvements further secures the portal as a ‘one stop shop’ for customers to carry out most of their interactions with Cormar online.
Aside from the above enhancements, Cormar have also been developing their mobile phone text message delivery updates which now also allows customers to receive notifications when their order is due at their selected Collection Point. Cormar is committed to continuing to work with their customers to further enhance user experience and bring useful and exciting new features to their trade portal.
Harvey Maria continues to develop innovative features for its online retailer dashboard and are currently trialling their new 'Buy with Fitting' Service. This online feature is designed to drive sales enquiries for the supply & fitting of Harvey Maria floors directly to retailers, from users of harveymaria.com Retailers can view the customer enquiries in their online account and keep track of their progress.
The online retailer account dashboard is packed with more new features. The popular Rewards programme is now in its second
year after a really successful launch. Retailers can easily track their targets and it's a great way for Harvey Maria to show their appreciation for sales efforts throughout the year.
Harvey Maria retailers can also enjoy a share of online sales with their Local Online Sales Commission. This was designed specifically to combat the challenges faced by UK retailers on local high streets and means that Harvey Maria retail partners now receive a share of their online sales.
They pay them a percentage of the invoice value on consumer orders received at harveymaria.com for delivery within the retailer's territory – a really effective way of supporting local business and traditional retail, which is extremely important within our industry.
Retailers will be pleased to know that they won't see Harvey Maria collections on any 3rd party websites, or widely available elsewhere at discounted prices.
The B2B website and app ordering system at Likewise uses the latest technology to deliver a fast efficient self-serve solution to its customers. Available 24/7, customers can check stock availability in real time, place orders, check prices and track their order history and account status at their convenience.
Fully automated with Likewise systems, it allows fast order processing and delivery, ensuring they are meeting the demands and providing the best service to customers. Offering a great online catalogue too, the portal allows customers to browse Likewise’s entire flooring collection or, using the enhanced search facility to find exactly what they need.
A sophisticated technical set up ensures both products and
data are loaded instantly allowing a smooth and speedy way
to place orders.
Useful analytics tools also allow Likewise to track session activity to constantly improve and enhance the customer experience with regular new features and updates.
While DMS Flooring Supplies has a website, social channels and great customer service, MD David Gowling felt he needed to create a closer relationship with the trade. “The development of the DMS Trade Portal gives new and existing customers the ability to take control of their account online at their convenience,” says David.
“You can place orders, check stock availability, pay your bills
and so much more. The portal offers an easy to navigate
dashboard; it’s responsive too, so accessible on
any device,”
he says.
While the recently launched DMS trade portal is intuitive and easy to use, it features a ‘contact us’ area in case you have a question or need information you can’t find via the quick and accurate search facility.
DMS prides itself on great customer service and doesn’t see the portal
as a replacement for face-to-face business. Much more so it’s an extension of DMS customer service and gives its customers around the clock access.
The innovative team at Company Dynamics are trying to bring some sense to all the tech options out there. Technology is way more advanced than 30 years ago and the uptake with customer websites, means that most users are far more tech savvy than ever.
“We’ve started to get more positive feedback from suppliers, that are now providing digital catalogue and access to their range images,” says Stuart Hunt at Company Dynamics. “So, it’s now becoming possible to create a one stop all supplier environment where retailers can order goods and then go through to the correct supplier, from one place.
“We are working with several large and small independents, to generate a workable product catalogue, which is easily maintained. And this in turn links with the online ordering systems to provide a more seamless experience,” he said.
The next stage on this journey, is to link back to the purchasing system either through an integrated system, as with Compay Dynamics’ eGizmo software, or through imports from the website.
“Whichever way you do this, it is still going to be a time saver,” says Stuart. “Being able to quickly access the data for buying, tracking and invoicing, certainly will reduce the work required by yourself, or your sales team or operations and accounts departments. The technology is there, it is just a matter of bringing it all together.”
CHANNELS OF COMMUNICATION
Amongst the wide range of digital channels utilised by F. Ball and Co. Ltd., its website is the first touchpoint for many people requiring information about the company’s products. Retailers and manufacturers can also subscribe to F-Talk, the e-newsletter for the Ball Rewards loyalty scheme members, for free, to receive company news, including product launches and promotions, such as regular cashback on purchases of F. Ball products.
F. Ball’s virtual site visits, facilitated by video-messaging
apps, such as WhatsApp and FaceTime, allow contractors
using F. Ball products to receive an on-the-spot site
assessment and advice on the best course of action for specific flooring projects from an F. Ball technical service officer.
Alternatively, enquiries can be made using the company’s other social media channels, including Twitter, Facebook and Instagram, which also serve as noticeboards for information about F. Ball products, as well as video demonstrations, case studies and promotions. They also facilitate two-way conversations with flooring retailers and contractors, allowing you to be part of one of the flooring industry’s largest online communities.
F. Ball’s industry-acclaimed Recommended Adhesives Guide (RAG), which lists the compatibility of the company’s adhesives with over 6,000 floorcoverings from more than 200 manufacturers, is also accessible online and via a mobile app, which is free to download from the Apple App store or Google Play.
Digital, and social media, has to be the way forward. “Certainly for us,” says Rupert Anton of the Carpet Foundation. “We don’t have foot soldiers on the ground who can bang the drum for us out in the market place so we have to use online newsletters and social media to reach the industry.”
Unlike individual companies, the Foundation is not product or fibre specific so its content differs largely from that of others in the industry. It only communicates when there is something interesting or useful to say – its latest consumer online advertising, the consumer press coverage it generates or general information on the industry.
“It is very noticeable that these industry-wide interest posts
get the most traction,”
says Rupert. “For example, during Covid
we lobbied Government over the behaviour of certain retailers
and kept the industry informed on Facebook and Twitter and
we got a huge response.”
On all fronts, The Foundation’s audience is the trade and it finds Facebook is its most successful platform while Instagram is on an upward spiral but Twitter is losing traction. “The good thing on all fronts is you can see how engaged and engaging your content is or was,”
says Rupert.
December 2020 was the starting point when it came to introducing Kellars to social media platforms.
Month by month, the Design team began to grow, along with the Kellars brand as a whole and 2021 saw the rebrand of Kellars with
a hugely positive reaction within the flooring industry.
“We became a familiar face after launching our new identity at The Flooring Show in 2021, and again in 2022, which was promoted heavily across our socials,”
says Ellie Featherstone at Kellars. “Digital platforms have been one of the keys to our success as a wholesaler, with weekly posts across Instagram, Facebook and LinkedIn, along with links to our website
and monthly blogs.
“Our social presence has contributed to our success in achieving
two Flooring Innovation Marketing Awards (FIA) in 2021 amd 2023,” says Ellie. “This year, we have seen a huge increase in competitors stepping up their game when it comes to social presence and
design as a whole.
In tackling the challenges of interacting with the industry over the past 18 months the Flooring Industry Training Association launched FITA Digital Virtual Demos, the base for all new online and existing digital content.
To see what’s going on, visit the FITA Training YouTube channel and subscribe to the channel to access all the virtual content.
“This content is accessible for anyone to view and is
also shared across all our social media platforms along
with great support from our manufacturer sponsors,”
says FITA’s training manager Shaun Wadsworth.
FOR MORE INFORMATION
Carpet Foundation • www.carpetfoundation.com
COMPANY DYNAMICS • www.companydynamics.co.uk
Cormar Carpet Company • www.cormarcarpets.co.uk
DMS Flooring Supplies • www.dmsflooringsupplies.co.uk
F. BALL AND CO. • www.f-ball.com
FITA • www.fita.co.uk
Furlong Flooring • www.furlongflooring.com
Harvey Maria • www.harveymaria.com
KELLARS • www.kellars.co.uk
LIKEWISE • www.likewiseplc.com
