"Sharing the love" for independent retailers

Alternative has launched a major marketing initiative to drive consumers to buy from independent, local flooring retailers under the

slogan “Share the love, buy your carpets locally.”

The British brand has built a strong, innovative in-store and online package based on its expertise. Working with a major marketing agency for six months, this initiative builds on a post-pandemic renewed interest in shopping locally.

The design-led Alternative portfolio of products is not available from ‘out of town’ flooring outlets or major department stores.

“Our retailers are up against the major chains but don’t have
the resources to compete for consumers,”
says Lorna Haigh, Alternative’s Creative and Marketing Director.
“We’re using our expertise and funding advanced marketing techniques to drive consumer traffic to the high street."

“Alternative believes in the independent flooring retailers, which are often family businesses who offer both reliability and service with a smile,” she adds. “We’ll be telling people to invest in their local flooring expert. When you buy local, it stays local. More jobs will be created, your community will prosper, and people will be more connected than ever to their own town or local area.”

The initiative aims to bring back ‘human high streets’ as places of personality for communities and is operating on several fronts.

POINT OF SALE

New POS is being deployed, including the impactful Play Studio. Alternative is celebrating its 100th Play Studio install and its newly launched Play Pod which houses all the award winning ranges Alternative has to offer.

CLICK 'N' COLLECT

Through its Click ’n’ Collect retailers, Alternative will be promoting and driving web rug sales. Whether through bespoke rug and runner options using Make Me A Rug, its Everyday Favourites and its exclusive designer rugs and runners by Margo Selby, retail partners who are part of the Click ‘n’ Collect programme will “earn money whilst they sleep”.

DIGITAL PROMOTION

Alternative has partnered with a top digital agency to drive traffic through Pay Per Click and Search Engine Optimisation as well as boosting its social media presence.

PR AND PUBLICITY

Alternative is placing content in leading consumer publications, both digitally and in print. The last month alone has seen carpet promotion in four top flooring articles including the Daily Express and Homes & Gardens.

TRAINING TO GAIN

Alternative is committed to training. Through its Play Partners it has sponsored over six natural flooring fitting courses at Fita and a new training package for retailers was launched in March.

T 01264 335111       www.alternativeflooring.com