As the modern-day retail landscape continues to change, specialty flooring retailers are faced with a new set of challenges, from remaining price competitive and credible, to navigating the consumer down the digital path, to exploring new markets for growth. Armstrong Flooring is addressing these and other challenges with its retail program, Elevate.
Launched at Surfaces last year, the program has been expanded in 2017 with new business-building initiatives, according to Tom Cole, senior manager, specialty flooring retail strategy and channel marketing. “The intent of the Elevate program is to maximize the retailer’s opportunity to be profitable by building on trust in the Armstrong Flooring brand and entering new market segments that are flourishing,” he said.