Empower.Enlighten.
Flooring America and Visionary Marketing Initiative Poised to Counter Slow-Growth Economy
Manchester, NH (January 7, 2008) — The overarching economic situation in the U.S., characterized in large part by the credit crunch and the flood of housing inventory, has created “a perfect storm” for the retail industry, says Vinnie Virga, president of the retail co-op Flooring America and Flooring Canada (FA/FC).
“Right now, we’re in a very challenging economy for retail in general and floor covering in particular,” Virga notes. “We won’t be seeing double-digit growth as we have in the past, and this situation is likely to persist until mid 2009—close to two years from now.”
His company, however, remains proactive, implementing a five-year strategic plan that Virga describes as “challenging all perceptions” of how to sell flooring at the retail level. The centerpiece of the plan is Vision 2008, an innovative marketing-and-merchandising initiative that will inform FA/FC’s retail strategy in the coming year and beyond.
The store re-design program was created to help FA/FC members capture market share. Members and other industry-watchers will Experience The Vision firsthand at the Flooring America and Flooring Canada biannual convention, to be held Jan. 7 to 9, in Houston.
Virga describes The Vision, in the works since 2003, as a plan that was built from the ground up, incorporating ideas from members about what kind of merchandising approach would work best for them and their stores. “We have tons of members with great ideas,” Virga notes, who puts current FA/FC membership at 600 stores and nearly 500 owners in the U.S. and Canada. “We capitalized on these in developing Vision 2008 and found a preeminent design firm specializing in floor-covering retail production to help us bring them to reality. Now we can take The Vision to all our members to utilize.”
The process “has been incredibly rewarding,” he adds. “With a cast of many, it was a slam dunk.” Also gratifying, he says, is the knowledge that FA/FC members are doing well and grabbing market share, despite the economy. “One thing we’ve recommended as a growth area for flooring retailers is negotiated-contract work,” he says. “Commercial continues to be strong.”
About Flooring America and Flooring Canada
Flooring America (FA) and Flooring Canada (FC) is a division of CCA Global Partners, the world’s largest flooring group. With a sales volume of $1.65 billion, FA and FC comprise more than 580 member-owned floor-covering stores throughout the U.S. and Canada. Flooring America and Flooring Canada provide members with exclusive brands and unique warranty programs, comprehensive multimedia-advertising programs, complete showroom-merchandising packages, plus sales and management training. For information about becoming a member, call Bill Hosner at (866) 315-8705.
Flooring America and Flooring Canada logos and Vinnie Virga’s photo can be downloaded at http://www.weintraubadv.com/fame/
