I’ve talked with scads of dealers over the past several years about literally an untold number of retail-related topics. One particular issue that has been reoccurring throughout almost all these conversations is this chronic need many retailers have had and continue to have regarding marketing online.
Realizing first that over 80% of consumers begin a shopping campaign—for just about everything they buy including flooring—on the Internet, many retailers have diverted much of their ad budgets away from traditional media but have not found as of yet a way to earmark those dollars to anything anywhere near productive online.