Floor Coverings International delivers a superior option for flooring and a top-notch customer buying process, complemented by a proven local marketing approach. The franchise challenges the ways of the past in the flooring industry – which has traditionally been to shop through big-box stores or other local, brick-and-mortar shops – by bringing the showroom to the customer’s home. By Cindy Charette
Floor Coverings International delivers a superior option for flooring and a top-notch customer buying process, complemented by a proven local marketing approach. The franchise challenges the ways of the past in the flooring industry – which has traditionally been to shop through big-box stores or other local, brick-and-mortar shops – by bringing the showroom to the customer’s home.
Stacey Vogler, chief marketing officer for Floor Coverings International, sees firsthand how elated and pleased customers are about their flooring experience, through reviews and Net Promoter Scores. “They write so much about us, and that really is good evidence of their passion and how happy they are with that experience,” Vogler said.
Coming out of the pandemic, one of Vogler’s goals was to increase the franchise’s brand recognition in the marketplace. She also wanted to gain a better understanding of what takes place, from the initial customer meeting to setting an appointment.
Since its founding in 1988, over 200 franchise units have installed floors for more than 400,000 customers and received over 20,000 reviews. Vogler said she focused on formal brand research and pulled themes from the most recent, relevant reviews. She ensured those themes were grounded in what the brand did well, what franchisees were doing right and what made the decision process easy for customers.
Vogler took those insights and began to revamp the brand’s processes, creative expression and messaging. At its convention in January, Floor Coverings International launched its brand refresh.
“Defining and adding the [new] look and feel into the marketplace was step one,” Vogler said regarding plans for growth. “Step two is working with each of the brand’s 200 franchisees to develop co-ops, where franchisees can come together to make a bigger concerted effort around brand awareness and getting the name out there. We have 18 markets in co-ops, and we plan to add more as the year progresses.”
Home services is a strong industry, and because of the outstanding experience that Floor Coverings International provides customers in their own homes, the franchise continues to grow year over year.
Cindy Charette