Whitehall, PA, October 26, 2005--Tarkett Residential is revolutionizing the way resilient floors are presented to consumers with the introduction of its i-grat Selling System for FiberFloor, a new retail-merchandising concept.
The concept categorizes floors based on décor and style instead of price point and product specifications. The i-grat Selling System, short for Instant Gratification, enables the shopper to quickly see the display, shop it according to her needs, and buy the floor she loves.
“By the end of the year, resilient floors will go into more than six million homes,” says Vince Wilkins, director, marketing communications, Tarkett Residential. “Every floor will be purchased by a consumer, usually a woman, who is looking to express her personal sense of style and décor. This enables us to speak to the consumer’s vision from the moment they enter the store.”
To do that, Tarkett has organized all of its FiberFloor products into style categories related to fashion and decor, so that the shopper can quickly see what type of flooring will work in her home. Since a consumer typically comes to the store with a vision of what she wants, with this new grouping she’ll be able to quickly find what she’s been thinking about and make a purchase. “That adds up to instant gratification for both the consumer and the retailer,” Wilkins adds.
All elements of the display, including graphics, sample configuration and consumer literature support Tarkett’s consumer-friendly approach. The shopping process begins by reinforcing the benefits of FiberFloor in the large header graphics and asking the consumer which of the four decorating trends best matches her decorating style: Country Rustic, Play, Timeless Classics, or Spa. All samples of FiberFloor (Personal Expressions, Easy Living and Fresh Start) are organized into four sections, representing the four décor collections. Each collection is clearly identified by a label that is unique in color and imagery for each of those decors. Products within each décor are shown in 18” x 24” samples, and organized according to a Good, Better, Best format to help consumers and retailers understand the range of products offered and specifics of each. The i-grat display offers the consumer 74 color options to choose from, with an additional 40 plus colors coming in the spring of 2006.
“We know consumers are excited by the design flexibility and range of options they can have with FiberFloor. We understand that floor selection is a critical part of the decorating process and our goal is to make it a fun and easy process for the consumer,” Wilkins adds.
Tarkett Residential North America is a division of Tarkett Group, a leading manufacturer of resilient, laminate and wood flooring in North America, with 10 manufacturing plants and a distribution network extending across the United States and Canada. For more information about Tarkett products call toll-free 1-800-367-8275 or visit online at www.tarkettna.com.
