FloorCon 2022 kicks off in Arizona

FloorCon 2022Tucson, Ariz.—The much-talked about FloorCon 2022 officially kicked off this week at the JW Marriott Tucson Starr Pass Resort & Spa. Positioned as an all-encompassing industry event – not just for Broadlume customers – the three-day show features a packed program, packed with educational and networking opportunities, interactive panel discussions, featured speakers and more, all designed to provide flooring dealers with the information and tools they need to advance their business.

In his opening speech, Todd Saunders, CEO of Broadlume, urged retailers to rethink the way they do business and redesign the way they market their product. He introduced a new class of disruptors he called “consumer experience disruptors” that focus on showing how their product benefits the customer rather than diverse and complex information that has no value to the customer.

“It’s all about adding value, not vanity,” said Saunders. “We need to stop selling on specs and start selling on results and benefits.”

FloorCon 2022 is also the first event to fully showcase the new Broadlume branding. The rebranding effort was initiated in September in an effort to bring all of the company’s historic and legacy brands – FloorForce, Creating Your Space, Bridgeway Interactive, Retail Lead Management, RollMaster, Freetail and Banaboom – under the Broadlume banner.

“Following the acquisition of RollMaster last November, which was our sixth acquisition in the past four years, our brands have been confusing the marketplace,” said CEO Todd Saunders. FCNews at the time. “Floor retailers knew us by five names and that doesn’t make it easy for our employees or anyone in the industry. We wanted to wave one flag that stood for innovation, change and helping local floor sellers win.”

To this end, all acquired brands now operate under the Broadlume name. More acquisition news is expected at this year’s event, but has yet to be announced.

Panel discussions abound

FloorCon 2022Continuing on Day 1, Broadlume welcomed Raymond Mancini Jr., Board of Directors, Chairman, JJ Haines; TM Nuckols, Chairman, The Dixie Group; Chad Stark, CEO, Stark Carpet; Scott Humphrey, CEO, WFCA; and Matt Saltzman, CEO, Louisiana Tile, take the stage for a panel discussion moderated by John Weller, CIO, Broadlume. The discussion covered topics such as partnering with independent retailers and what they were most excited about for 2023. This was followed by an open Q&A with the audience that focused heavily on ongoing installation issues and how retailers can better train their installers.

In another interactive discussion, Brian Elias, CIO, Refloor, shared ways retailers can simplify their business at scale with a lively and interactive talk that seemed to give those in attendance a burst of energy. FloorCon 2022To further expand on the topic, Buddy Mitchell, CEO of Simply Floors, and Jason Goldberg, CEO of America’s Floor Source, joined Elias on stage for a panel discussion led by Dan Pratt, CRO, Broadlume. With the possibility of a recession being a hot topic, the panel shared strategies and detailed plans for continuing to grow and prepare their businesses for the potential economic downturn.

Day 1 concluded with an outdoor sunset fair in Arizona accompanied by a tequila toast, where Rachel Berlin of Precision Floors and Décor and Brian Elias, CIO, Refloor, were in good company.

For more information about the event, see FCNews‘ issue of November 28, 2022.

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