By Sarah Zimmerman
Orlando, Fla.—In its 51st year, Abbey Carpet & Floor dedicated its annual convention to “the future and hope, not the past and fear,” announced Steve Silverman, president and COO, who looked to help members gain market share, increase profitability and add value in 2009.

“Today’s consumer has changed. She is more astute, has Internet access, has less time, is a working woman and is looking for added value,” he told attendees. “So, this year we continue to develop tools to help members attract and close those customers because assuming the market does not grow, how do we grow?”

Answering that very question, Silverman said this year corporate has invested more money than any other, which was apparent as the buying group introduced several programs and practices under its Solutions for Success model. Members also benefit from new and exclusive suppliers and products, private label savings and leveraging the Abbey brand.

“You must be open to change and diversify your store to stand out in today’s market,” Silverman concluded. “If you don’t change but keep making the same actions, you cannot expect different results.”

Philip Gutierrez, chairman and CEO, reinforced this mentality of success: “During tough times we want to invest more time, more money and work smarter. Connect all the tools provided and execute greatness.”

Advertising

With an increased national ad program, Every Floor is a Work of Art, Abbey focuses on the floor as the lead. The ads, which portray a variety of top-selling, stylish floor coverings, will be found in various national consumer and remodel magazines throughout the year and help drive store traffic.

“We’ve found that ‘call to action’ advertising is as essential a component to one’s advertising regiment as ‘image’ ads,” said Barbara Wells, director of advertising. Silverman agreed, stating “call to action” ads give the consumer a sense of urgency to go and purchase. Wells continued, “Magazines remain the best way for us to reach our target consumer and have proven to drive more Web visits than ever before.”

Strategically, the group has placed its buyabbey.com address in every ad. However, recognizing the importance of other mediums, Abbey has also signed on HGTV star Brooke Channon, host of “Sensible Chic,” as its spokesperson in new customizable call to action television spots.

The Web

Since Abbey launched its new-and-improved Web site last May, it has already received over 7 million hits. “The Internet is huge right now when it comes to today’s consumer,” said Fred Kotynski, director of information technology. “And, info shoppers, as they are frequently called, are more confident in Web information than knowledge from a salesperson.”

For this reason, Abbey designed 10-page customizable Web sites for all members— which are each linked to buyabbey.com—and submits each member’s updated store info to more than 75 search engines every month.

“With Abbey’s new member Web sites, you have control of your info shopper’s destination on your site,” Kotynski said. “It allows you to feature specific products, sales events, financing options and more to get her from her computer into your store.”

The sites allow consumers to shop by color, style or room and provide flooring samples, room scenes, store information and a place to request a quote.

Merchandising

“There are still consumers in the marketplace,” said Dave Hardy, executive vice president of merchandising and member services, “and visibility is key. But, to attract consumers, they have to know you exist.” This is why, he explained, Abbey provides its members with so many value-driven merchandising programs and equipment—display vehicles, national leverage, national and local ad campaigns, high visibility, breadth of product selection and more.

As an example, Abbey announced its new semi-annual National Gold Tag sales event, which will be held in May and October, and will include customizable print, Internet and TV ads, direct mailings, spots in the national Every Floor is a Work of Art campaign and several forms of store signage— hanging, easel, tags, banners.

“This event will be as big as you make it,” Hardy said. “Your mission is to utilize all these tools to engage and excite your buyers and sales team.”

Walking the walk

And, once the consumer is in store, keynote speaker, author and consultant Sam Geist suggested providing her with differentiators— expert installation, attention to detail, a floor prep pamphlet, etc. “Women love the details,” he said. “So, do more with what you’ve got, and make sure to truly know your customer and be prepared to play on her terms.”

He spoke to membership about taking charge—especially in these less-than-desirable times—stating execution is everything; execution trumps strategy. “We live in a structurally changing business world, which, we must remember, brings opportunity.”

He suggested three keys to taking hold of and accelerating business: 1. Make it a point to look outside your business; 2. Understand your demographic, and 3. Don’t let the big guys scare you.

Partnering for the future

To further differentiate members, Abbey added 15 supply partners bringing the total to 140. Armstrong World Industries was one of the 15 recently aligned mills, and Frank Ready, executive vice president and CEO of Armstrong North American Flooring Products, spoke to the membership on the joint venture of succeeding in a down economy.

“These three factors are how Armstrong thinks about riding out the storm,” he shared. “Leveraging the Armstrong brand, offering the best products in the industry and providing the best customer service available. If we do these three things exceptionally well, we will help our retail partners and beat our competitors.”

As for investments and suggestions for the Abbey group, Ready announced Armstrong will introduce over 600 residential and commercial products in 2009 and is spending $25 million on a state-of-the-art fiberglass factory—to be complete in November.

“What you need to do,” he said, “is get the best sales staff you can find, make your showrooms inviting, invest in the Internet—utilize partners to take full advantage of the Web—and be focused and consistent. We are all very excited by our partnership and are ready to earn your business.”

Member speak

The array of enhanced member benefits was not lost on this year’s attendees, as the overall mood was realistically optimistic and dealers were quite pleased with the group’s 2009 offerings.

Mike and Kathy Napolitana of Abbey Carpet Sierra Floor Covering in Mammoth Lakes, Calif., said they’ve remained an Abbey member for 16 years now for the group dynamic and reinforcement. “It’s nice to have someone to lean on for tools and ideas,” they said. “It’s like having a helping hand, but you still get to make all your own decisions.”

And, when asked about the Orlando show, the Napolitanas noted the best part is always the networking, “though the most exciting announcements at this meeting were our partnership with Armstrong, the semi-annual sales event and enhanced Web initiatives.”

And relatively new member Carlos Lara of California Carpets & Design Center in Rocklin, Calif., said no doubt the exclusivity, private label rebates and Abbey brand are what initially drew him to the group. However, he mentioned Anderson’s domestic hardwood, Abbey’s Web initiatives and vendor accessibility as highlights of the show. “One good thing about the current economy is that our suppliers are more open to listening to and meeting our wants and needs,” he explained. “We appreciate this.”