CCA Global announces ‘Retail 2.0’ rollout
Manchester, NH -CCA Global Partners announces rollout plans for its new merchandising and digital marketing program, which includes more than eight million product SKUs and a fully integrated digital platform. Dubbed “Retail 2.0”, the system is expected to arrive in Carpet One Floor & Home showrooms as “Room by Room” and Flooring America and Flooring Canada showrooms as “Room to Explore” from April 2023.
“This historic rollout is the result of extensive consumer research, industry collaboration, member pilots and extensive analytics, resulting in a revolutionary simplified shopping experience for consumers,” said Keith Spano, president of Flooring America, Flooring Canada, The Floor Trader and International Design Guild. “It will be a game changer for consumers and our members. Once completed, this promises to be the most aggressive rollout in our industry’s history.”
Theresa Fisher, senior vice president, visual merchandising and brand development, echoed Spano’s enthusiasm. “We have researched the customer journey and its disparity for years. The rollout will change the way consumers shop for flooring. It is an integrated proprietary sales system that helps streamline the process of purchasing flooring for homes. Our goal is to make the customer journey as easy and efficient as possible. Between the introduction of eight million new SKUs and the way samples are modified as part of this new sales system, it’s going to be a very exciting year. The new sales system is clean, it’s inviting, it’s all about the product and presenting it in a way that makes sense to the customer, rewarding their online research.”
According to the company, the consumer-driven online and in-person research devoted to the development of Retail 2.0 also plays a role on the digital side of the rollout. “We know that 95% of flooring customers begin their journey by researching online, but they commit to their in-store purchase,” said Frank Chiera, senior vice president, marketing and advertising. “Retail 2.0 will be a transformative shopping experience for customers. The digital experience extends what we know the customer is doing online and guides it through the showroom, providing an end-to-end seamless way to buy new floors.”
New websites will be part of the online shopping experience. These new sites promise to be the boldest and most customer-friendly websites the industry has ever seen, according to CCA, with a comprehensive suite of tools that consumers find most valuable throughout their buying journey. More importantly, they integrate with the new in-store technology, marketing automation platforms and product file management system, connecting all the dots.
In addition to the new Retail 2.0 rollout details, CCA has announced enhanced training capabilities exclusive to retail members. Members now have access to installation expertise from industry veteran Robert Varden. He will provide insight and guidance to CCA retail members on installation training and support issues. CCA Global Partners Retail Group’s partnership with Varden kicks off as his long-awaited personal passion project UNITE, a non-profit organization dedicated to tackling the installation crisis, debuts. Varden will primarily focus on assisting CCA members with installation solutions and guidance.
“Our partnership with Robert Varden complements what the Floor Covering Education Foundation (FCEF), World Floor Covering Association (WFCA) and International Floor Covering Training Alliance (IFCTA) are already doing so well at the national level and brings it back to the local level in our member markets,” John Gilbert, president of Carpet One Floor & Home. “We strive to improve our efficiency in both the consumer and installation areas of our business.”