Quick-Step is predicting a second year of strong sales for its Reclaimé Collection. In part, because the prodcut is right for the market's appetite, but also because Quick-Step is incorporating its trademark forumla for success into the life cycle of the product.
"The Quick-Step brand continually equips distributors and retailers for success with our product, by taking a superior product line and wrapping it in a comprhensive merchandising program," said Paij Thorn-Brooks, senior director of marketing for Unilin, Quick-Step's parent company. "It is this trademark Quick-Step formula that resulted in the tremendous success Reclaiméexperienced during its first year and that predicts strong sales for 2013. The Reclaimé Collection product is fabulous in its own right, but we also continue to effectively promote it in the right way."
Upon its initial launch in 2012, Reclaimé was so successful and well received by retailers and that Quick-Step recently launched four additional decors at Surfaces 2013, and the collection is expected to be a big seller this year as well.
Successful Because It's the Right Product
Reclaiméwas immediately successful upon launch, in part, because it was the right product for the market's desire. The ReclaiméCollection is on pace with the latest design styles and trends in the home decorating market. Three of the biggest trends in hardwood flooring right now are time-worn visuals, strong character looks, and wide/long planks. The Reclaimé Collection satisfies all of these design preferences, offering the visuals and personality of an expensive reclaime hardwood floor, at a price that fits within a consumer's decorating budget.
Successful Because Promoted the Right Way
Accompanying Reclaimé's launch into the market, Quick-Step also launched a brand new product display just for Reclaimé. the Reclaimé display is strategically deisnged to serve as a very effective presentation vehicle for the product and its selling story in a format that fits into all retailers' budgets and various store layouts. A special brochure on the Reclaimé Collection is widely distributed individually and also lives on the Reclaimé display. In existing Quick-Step displays already out in the market, Reclaimé is given a prominent position featuring generiously sized samples and a removable full-sized plank that customers can lay on the showroom floor to get a sense of how expansive a Reclaimé plank is. A Reclaimé sales sheet distributed throughtout the entire Quick-Step retail CSR network erves as an effective learning tool.
Rich Reclaimé room scene photography accompanied the product's launch in 2012, and additional, fresh Reclaimé photography has been shot for 2013. Prominent positioning includes many of the previously mentioned vehicles as well as the cover of the Quick-Step Color Guide ) a take-with printed design piece), the cover of the Quick-Step online product catalog, and in each year's Surfaces booth as well as in additional Quick-Step tradeshow booths throughout the year. Quick-Steph also features Reclaimé in trade advertisements, promotes it to trade and consumer media, and includes Reclaimé in interior design tips articles that run in major national consumer media.
In addition, Quick-Step's celebrity designer partner Erinn Valencich promotes Reclaimé during the free decorating and design seminars she conduscts in Quick-Step's reatiler partners' sotre for their local customers. Videos with Valencich leading the consumer through various interior deisgn tips include her promotion of Reclaimé and are featured prominently on Quick-Step's websites, on YouTube, in retail showrooms, and via various social media channels.