RACINE, WIS.—Times may be tough, but that has not stopped companies such as Alloc from investing in new technologies and merchandising support to launch its latest line—Elite.

Cindy Thornton, marketing manager, said Elite notably expands Alloc’s residential offerings and represents the latest in laminate flooring manufacturing capabilities. “Elite products offer uniquely engineered finishes, thick plank configuration and the ultra-simple Lift Lock & Drop installation system.”

The new line is also part of the company’s latest retail initiative, she added. “Alloc is actively connecting with retailers by working with our distribution network—with the ultimate goal of keeping salespeople on the showroom floor apprised and updated about what’s going on with the brand. Elite is the first to reflect this heightened, invigorated effort.”

For example, Alloc has created an array of selling tools and launched a responsive sample program to bolster retail sales efforts. This program, Thornton explained shortens the loop to reach retailers directly. “With this system, retailers can directly request Elite samples, which will then be sent to the retailer at no charge, to ensure their displays are always stocked and showroom-ready.”

In addition, the mill has created an Elite update kit to support the efforts of retail salespeople. Two of the more notable items are a POP Lenticular (lift lock & drop call-out) and Lift Lock & Drop Demo Tool.

“These two items are very unique,” she said, “and show how Alloc is thinking of effective, hands-on ways to convey selling messages. Both items show the simplicity of the installation method. The POP uses the dimensional, motion of Lenticular photography to show a boy installing Elite planks, while the demo tool lets customers experience the ease of Lift Lock & Drop firsthand. Salespeople will definitely benefit from items such as these.”

While some items can be incorporated into existing Alloc display units, the Elite line can be promoted through a specially created tower display.

The Elite line is comprised of 12 styles in two finish types— four with a piano finish and eight with a rustic look.

In terms of plank configuration, all Elite products are engineered with dense construction and real wood thickness. Planks are 12.3mm thick and are enhanced by Alloc’s Precision VEdge Beveling to add texture and interest, Thornton pointed out. Edges are also wax impregnated for water resistance.

For more on Alloc and the Elite line, call 877.362.5562.