Armstrong Flooring, Inc.
2500 Columbia Avenue
Lancaster, PA 17603 armstrongflooring.com
2017 Specialty Flooring Retailer Planning Book
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©2017 AFI Licensing LLC
Armstrong and the Armstrong logo are registered trademarks of AWI Licensing LLC ElevateSM 2017
INSPIRING GREAT SPACES ■ ELEVATING GREATER SALES
At Armstrong Flooring, we consider your success to be the foundation of our success. The customer has always been at the forefront of our business development and growth since our founder, Thomas Armstrong, started our business back in 1909 with the successful introduction of linoleum flooring and the core principle: “Let the Buyer Have Faith.”
You and your customers demand and deserve a flooring company worthy of your faith. We were the first flooring company to help independent business owners achieve success in the resilient portion of specialty flooring retail in 1913. As we look toward the future, we are elevating our commitment to you. Simply stated, our goal is to become your preferred partner—your go-to source for Hardwood, Laminate, Luxury Flooring/LVT, Engineered Stone, Vinyl Sheet and Main Street Commercial flooring products, and for the programs and promotions that help sell them.
And so, we’re excited to present our customer-centric retail program: ElevateSM. With the ElevateSM program, you’ll create a distinctive competitive advantage, accomplish your business objectives and enhance your already-established marketplace credibility through a closer connection with Armstrong Flooring, the strongest and most recognizable brand in the flooring industry.
With ElevateSM, we’ll provide you with the support and solutions you need to help you grow your business, including
■ Training ■ Merchandising ■ Market Development Initiatives ■ Promotional Programs
We understand that your business is unique, so we’ve structured ElevateSM to offer the flexibility to match the unique nature of your business, from your client base to your business challenges to your needs to maximize growth while managing costs.
As the market becomes stronger, so does your opportunity to capture incremental flooring sales in the Remodel/Replacement, New Construction and Main Street Commercial markets. Whether you target homeowners, designers, trade professionals, single family builders, property managers or small business owners, ElevateSM will deliver tools that make it easier for your business to delight your customers with the flooring solutions that match their unique needs, today and in the future.
Successful growth does not happen without detailed planning and sustained action. ElevateSM has been specifically designed for you to work together with your Armstrong Flooring sales representative to build a strong executable plan, effectively target new customers and achieve profitable growth. Our desire is to help you increase sales, improve margins and enhance customer satisfaction through a renewed, flexible, scalable specialty retail program and closer connection with Armstrong Flooring.
As always, thank you for your business.
To your success,
Joe Bondi
Senior Vice President | Residential Armstrong Flooring, Inc.
New Products
Industry-First
Innovation
& Design
Consumer Demand
Creation
Residential and
Commercial Business
Development
Flexible Program
Tiers with
Scalable Retailer
Benefits
Merchandising
Market Development
Initiatives
Promotional
Programs
Training
ARMSTRONG FLOORING SETS THE FOUNDATION
Armstrong Flooring is committed to your success. We are determined to do all that we can to help your sales grow and your business succeed. From products designed specifically for
specialty flooring retailers to training, merchandising, market development and promotions, we’re doing more than ever to forge a successful relationship with your business and your customers.
YOU BUILD THE FRAMEWORK
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DIAMOND 10™ TECHNOLOGY VIVERO™ Luxury Flooring/LVT and Vinyl Sheet■ Industry-leading durability– made with cultured diamonds – one of nature’s hardest substances–for superior scratch and scuff resistance ■ Effortless cleaning– repels spills and resists dirt and staining – simply sweep and enjoy■ 100% waterproof*– perfect for bathrooms, kitchens, basements and laundry rooms■ Pet-proof* and kid-friendly
QUICKEST AND EASIEST INSTALLATION LUXE PLANK® with FASTAK™ Installation
■ Simply position, press into place and enjoy your floor right away■ No glue, no pads, no special tools needed
■ Self adhering planks are repositionable during installation, then bond tightly with no drying time■ Structurally reinforced for lasting durability and tough enough for commercial installs
NEW
PRO
DUCTS, IN
DUSTRY-FIR
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DESIG
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ACRYLIC IMPREGNATION Performance Plus™ Hardwood
■ Durable dent resistance is achieved by the patented acrylic infusion process■ Literally fills the gaps in the wood cells with acrylic, making even softer species like cherry, birch and walnut harder than oak■ More than twice as hard as ordinary hardwood
INNOVATION
INNOVATION
INNOVATION
Performance Plus™
HardwoodOrdinary
Hardwood
ARMSTRONG FLOORING SETS THE FOUNDATION
NEW PRODUCTS, INDUSTRY-FIRST INNOVATION & DESIGN
Armstrong Flooring has a history of innovation and industry-firsts delivering products that are durable and built
to perform. In addition, our in-house team of designers has helped shape style, set trends and spark design
inspiration for homeowners and commercial consumers alike for generations. With ElevateSM, we are renewing
and strengthening our commitment to specialty flooring retailers with new products designed and engineered
specifically to advance your business and grow your sales in your existing markets and beyond. With these
products, you’ll be able to meet and exceed your customers’ demands for exceptional quality, durability and style,
as well as ease of installation.
WATERPROOF* PRYZM™ Waterproof* Luxury Flooring■ Clearest, vibrant colors and most realistic designs, created with award-winning MasterWorks Technology ®
■ 100% waterproof* planks; ideal for high-moisture areas including: kitchens, bathrooms and basements. Even wet-mop friendly!■ Dent-proof! The only option that withstands the heavy weight of appliances & furniture, and daily abuse from kids cleats to high heels. Protected against scratches, surface spills, stains, fading, scrapes and wear-through with Commercial VisionGuard®. Lifetime limited residential and 15-year limited commercial warranty.■ Get started installing PRYZMTM right away - no acclimation time is needed and it can be installed over subfloors with some irregularities.
DIFFERENTIATION | HIGHER SALES & MARGINS | DESIGN LEADERSHIP | CUSTOMER SATISFACTION
NEW - INDUSTRY FIRST
*See warranty for details
2016 Best of Surfaces, Technology
WINNING PRODUCT
LUXURY FLOORING/LVT Vivero™ Luxury Flooring with Diamond 10™ Technology
TREND-LEADING DESIGN Woodland Relics™ Hardwood■ Captures the essence of reclaimed, weathered wood - as random and varied as nature itself■ Every plank is uniquely crafted using hand-painting, sanding and staining techniques that showcase abundant textures and tones■ A unique combination of Birch, Hickory and Oak species, varied width (3”, 5” and 7-1/2”) and long length (up to 7’) planks for a truly one-of-a-kind floor design
2016 Readers’ Choice from Green Builder® Media
Armstrong Flooring was selected as the top brand in the flooring category in the annual Reader’s Choice survey that polls building professionals to get insight into their product preferences and brand perceptions. Winners represent leading brands which demonstrate a commitment to sustainability and have garnered the loyalty of building professionals.
2016 Platinum Awards for Design Excellence
WINNING PRODUCTS
HIGHEST AWARD CATEGORY
HARDWOOD TimberCuts™ Solid
TimberBrushed™ Engineered
LAMINATE Architectural Remnants™
LUXURY FLOORING/LVT Vivero™ Luxury Flooring with Diamond 10™ Technology
NEW
Floor Covering Weekly, 2016 Dealer’s Choice Awards
WINNING PRODUCTS
HARDWOOD TimberCuts™ Solid
TimberBrushed™ Engineered
LAMINATE Architectural Remnants™
LUXURY FLOORING/LVT Vivero™ Luxury Flooring with Diamond 10™ Technology
National Association of Home Builders (NAHB)
WINNING PRODUCT
ENGINEERED STONE Alterna® ONLY FLOORING MANUFACTURER TO BE RECOGNIZED!
2016 Best of IBS (International Builders Show) product that demonstrates the optimal combination of design, functionality, innovation and usefulness
Armstrong Flooring is honored to be recognized for our innovation and cutting-edge designs by these top organizations, and most importantly,
by our customers. These awards demonstrate our strong commitment to not just innovation but also to quality aesthetics and performance.
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RESIDENTIAL VINYL SHEET WITH DIAMOND 10TM TECHNOLOGY
A wide selection of impressive wood, stone and stylish motifs boast incredible realism, authentic textures and vivid color now infused with patent-pending Diamond 10™ Technology—providing superior performance that resists scratches and stains.
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Customers prefer specialty flooring retailers when they
are seeking the best product selection, service and
professional installation. You have the reputation,
variety, assistance and knowledge, and Armstrong
Flooring offers a full assortment to deliver their
perfect floor. Whether your customers are seeking
trend-setting design or easy, cost-effective installation,
Armstrong Flooring has a specialty retail flooring
solution ready for you to promote and sell. In
addition, the Armstrong Flooring brand is synonymous
with durability and quality so you can be assured that
these products will last, stand up to your customers’
lifestyles and look as good as when they were
purchased. Your business can benefit by promoting
these differentiated product collections, and your
Armstrong Flooring sales representative will review
a comprehensive array of merchandising and selling
tools that are ready to help you meet your
customers’ needs.
SEVENTEEN DISTINCT ARMSTRONG FLOORING-BRANDED PRODUCT COLLECTIONS FOR SPECIALTY RETAIL
VIVEROTM LUXURY FLOORING/LVT
PRYZMTM WATERPROOF LUXURY FLOORING/LVT
Groundbreaking Diamond 10™
technology provides industry-leading durability and effortless cleaning— 100% waterproof*, pet-proof and kid friendly.
Crystal-clear, vibrant and realistic designs protected against dents, scratches, surface spills, stains, fading, scrapes and wear-through - 100% waterproof* and dent-proof. Easy to install over slightly irregular subfloors with no acclimation needed. PRYZM™—ready for the spectrum of life’s challenges!
WOODLAND RELICSTM ENGINEERED HARDWOOD
Captures the essence of reclaimed, weathered wood—as random and varied as nature itself. Uniquely crafted using hand-staining, sanding and woodworking techniques that showcase abundant textures and tones.
ARTISTIC TIMBERSTM TIMBERCUTSTM ENGINEERED & SOLID HARDWOOD
Delivering the history and heritage of distressed wood with abundant rustic charm and authentic character. Featuring distinctive saw marks, for a look true to naturally harvested wood.
ARTISTIC TIMBERSTM TIMBERBRUSHEDTM ENGINEERED & SOLID HARDWOOD
Textured by gently removing the soft portion of the wood, each plank features exposed grain and artistic techniques that highlight the beauty of natural wood.
AMERICAN SCRAPE® ENGINEERED & SOLID HARDWOOD
The look of vintage hand-scraped floors featuring the top grades of American timber—made to our highest quality standards with our toughest scratch-resistant finish.
PERFORMANCE PLUSTM
ENGINEERED HARDWOOD
Acrylic infusion process supplies the strength to stand up to everyday life—twice the protection to resist dents, gouges, scratches and scuffs.
PRIME HARVESTTM
ENGINEERED & SOLID HARDWOOD
Crafted from premium Appalachian lumber and backed by a limited lifetime warranty—available in a variety of species, colors and widths.
ARTISAN COLLECTIVETM ENGINEERED HARDWOOD
Reimagines the look of distressed wood for a dreamy, easy style—with the distinctive touch of thoughtfully layered, multi-dimensional tones
RUSTIC RESTORATIONSTM SOLID HARDWOOD
Build character with the varying tones and textures of Rustic Restorations™
hardwood—a timeless classic born from timeworn beauty, featuring layered stains for depth and dimension.
ALTERNA® & ALTERNA® RESERVE ENGINEERED STONE
Innovative alternative to natural stone and ceramic tile—warmer to the touch, kinder to the feet and easier to care for in any room of the home.
ARCHITECTURAL REMNANTSTM LAMINATE
COASTAL LIVING® & COASTAL LIVING® PATINA LAMINATE
RUSTICSTM PREMIUM LAMINATE
Reminiscent of country cabins and hand-crafted furniture, this unpolished look is inspired by deep gray and warm undertones found in driftwood and rough-hewn planks, deeply textured with knots and saw marks— keeping in perfect step with current interior trends.
Designs inspired from the ocean floor, featuring random widths and texture to create the effect of reclaimed metal and precast cement weathered by sand and saltwater, pitted with age for a rich patina.
Naturally aged domestic and exotic woods detailing natural knots, chatter marks, and mineral streaks—these floors offer scraped textures and farmhouse-style wide boards that are in step with current interior trends.
LUXE PLANK® WITH FASTAKTM INSTALLATION
Stunning natural looks that stand up to high traffic, high impact and high moisture—plus easy, speedy installation thanks to an innovative repositionable self-adhesive that holds fast and bonds tight.
LUXE PLANK® WITH RIGID CORE TECHNOLOGY
Rigid stable core with cork back reduces noise transmission and masks subfloor issues minimizing prep before installation. Saves time and money by eliminating the need for acclimation and expansion strips.
HARDWOOD834 11
LAMINATE
LUXURY FLOORING/LVT
VINYL SHEET
ENGINEERED STONE
6 7*See warranty for details
CONSUMER DEMAND CREATIONAt Armstrong Flooring, we’re doing more than giving you the products, tools and training to boost in-store sales. We’re helping to drive consumers to your door primed to purchase Armstrong Flooring products. We are the leading hard surfaces flooring company with the most recognized brands in flooring and we continue to invest heavily to build our brand and ultimately, your business.
Our consumer marketing initiatives help guide your consumers through their purchase journey to select the right product for their application and style. We utilize a broad suite of tools, including digital marketing, media and influencer relationships, product placement in top home and lifestyle television shows and magazines, traditional print and broadcast advertising, social media and email campaigns that reach thousands of new subscribers every month. And our website attracts more visits than many other flooring manufacturers – millions in the past year alone. All of these efforts lead to increased store traffic for our aligned retail partners, qualified leads and higher close rates helping you to increase your reach and grow your business.
■ 70 million media impressions■ 7 national TV shows■ 212 million households ■ Digital Media: 12M UVs
■ Retailers access Armstrong Flooring -approved advertising materials and programs■ Build your own print ads, direct mailers, emails and web banners using approved templates
■ Use web page templates and customize for local market digital campaigns■ Create local paid search campaigns■ Trackable/recordable phone number to use on web pages
■ Millions of visits to the site every year…. more than any other flooring manufacturer
■ Top search ranking on 100+ hard surface flooring terms
■ Design A Room Visualizer and Flooring Photo Gallery are visited 40,000+ times a month by shoppers looking for design inspiration
■ Exclusive Flooring Provider since 2012■ Through 2019, a portion of the sales of American Scrape® Hardwood collection will support the flooring donation for up to 180 custom-built homes across the country for our nation’s most severely injured veterans■ Retailers can donate labor or material for a home build in their market
■ Over 45 million impressions■ National digital advertising campaigns ■ Local paid search campaigns
■ Armstrong Flooring partners with bloggers around the country to bring an authentic, independent voice to the floor shopping and installation experience. Influential bloggers like HowDoesShe, SixSistersStuff and Centsational Girl provide personal, targeted and real-life reviews about our products to their audience resulting in greater brand engagement which in turn drives retail sales
ADVERTISINGADVERTISING & PROMOTION CENTER
MEDIA & PR
DIGITAL MARKETINGSUPPORT
CON
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CONSUMER TRAFFIC | QUALIFIED LEADS | H IGHER CLOSE RATES | INCREASED SALES & PROFITS
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RESIDENTIAL & COMMERCIAL BUSINESS DEVELOPMENTAs the leading brand of Hard Surface Flooring, Armstrong Flooring is committed to expanding the market for both Wood and Resilient Flooring and driving growth for our Retail channel partners. Our teams are relentless in creating product solutions and market development programs to drive the penetration of hard surface flooring in the Remodel/Replacement, New Single and Multi-Family Construction, and Main Street market segments. These efforts have resulted in consistent hard surface flooring growth the last several years in all four segments, and this is forecasted to accelerate in 2017 and beyond. Our goal is to help you grow your business in the segments you currently participate in, and to make it easy for you to expand your business into new ones. No matter which segments you target—now or in the future—Armstrong Flooring has the relationships, specifications, products, programs and selling tools to help you expand your sales and your business. As a business owner, you are faced daily with tough choices as to where to invest your time, resources and capital. Our goal is to help you maximize your return on investment in all of these areas by assisting you in understanding trends, market dynamics and product category shifts. Working together, we’ll capitalize on these shifts, and magnify your sales and profits. Armstrong has the right training, right products and right solutions—at the right time to keep you ahead of the curve and ahead of your competition.
YOUR PARTNER IN FLOORING
2016
PROPERTY MANAGEMENT AND MULTIFAMILY
Remodeling/Replacement Market Opportunity Consumers have started to respond to the improving economy by upgrading their living spaces. Remodeling/ Replacement opportunities for Hard Surface flooring sales abound in both single-family homes and multi-family dwellings.
In all four market segments, the key to success is understanding your customer and delivering value. Whether your customer is a homeowner, builder, flooring contractor, property manager or small business owner, Armstrong Flooring has the programs and tools to help you be successful.
HOMEOWNER OR PROPERTY MANAGER
Single Family New Construction Market Opportunity As housing continues to rise toward more traditional levels, the demand for flooring in new home construction will steadily increase as well. Hard Surface Flooring is leading the way in both single and multi-family flooring sales.
Multi-Family New Construction Market Opportunity Economists predict that Millennials and New Household formations will keep multi-family housing starts at above historic levels, presenting tremendous growth opportunities for Hard Surface Flooring. This growth will also fuel future replacement sales in rental units.
Main Street Opportunity With the evolution to a more entrepreneurial economy, small business start-ups and expansions are on the upswing. Entering or expanding your presence in this segment may present a sizeable growth opportunity.
SINGLE OR MULTI-FAMILY BUILDER
SMALL BUSINESS OWNER
PRODUCT PENETRATION RATES (% OF INSTALLED SQ. FT.)
Carpet
44%
Res Sheet
7%
LVT
9%
Wood
13%
Laminate
10%
Ceramic
18%
Literature Merchandising
Product Guide Product Innovation
ARMSTRONG FLOORING INTEGRATED MARKET DEVELOPMENT PROGRAMS HELP YOU TARGET YOUR CUSTOMER
GROWTH STRATEGIES | NEW BUSINESS DEVELOPMENT | MARKET SHARE | RETURN ON INVESTMENT
PRODUCT PENETRATION RATES (% OF INSTALLED SQ. FT.)
Carpet33%
Res Sheet3%
LVT2%
Wood37%
Laminate3%
Ceramic19%
PRODUCT PENETRATION RATES (% OF INSTALLED SQ. FT.)
Carpet35%
Res Sheet6%
LVT18%
Wood21%
Laminate5%
Ceramic12%
Tote BoardsArchitectural Binders
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YOUR
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Modular merchandising in adaptable sizes and configurations■ Hardwood■ Laminate■ Luxury Flooring/LVT■ Engineered Stone■ Vinyl Sheet ■ Main Street
Tools to help you enter or grow your presence in specific market segments
■ Selling Premium Hardwood – Targeting Homeowners
■ Main Street Program – Targeting Small Business Owners
■ Multi-Family Focus – Targeting Property Managers
■ Design on the Walls – Targeting Homeowners and Small Business Owners
Product Knowledge Training and Sales Certification (In-Store or Online)■ Hardwood
■ Laminate
■ Luxury Flooring/LVT
■ Engineered Stone
■ Vinyl Sheet
■ Main Street – Business Owner/Manager Best Practices
Promotional programs to help you generate consumer excitement and demand throughout the year■ Spring Consumer Promotion (April - May)
■ Fall Consumer Promotion ( September - October)
YOU BUILD THE FRAMEWORK
PLANNING THE FRAMEWORK FOR YOUR SUCCESSArmstrong Flooring is committed to your success. From world-class quality to our value-added initiatives and
programs, we are focused on providing you with the tools you need to build your business. However, as you
know from the work required to build your business, success takes careful planning and focused execution.
To that end, we want to partner with you and your team to ‘Plan the Framework’ for building your business in
Hard Surface Flooring.
Armstrong Flooring has developed a flexible program comprised of training, merchandising, market development
and promotions that can be tailored to fit your needs. We invite you to work with us to build a plan that is right
for your market and tailored to your business priorities. With the ElevateSM program, our goal is to help your
business and build a distinctive competitive advantage in your trade area.
T R A I N I N G | M E R C H A N D I S I N G | M A R K E T D E V E L O P M E N T | P R O M O T I O N S | P R O F I T S
TRAINING
MERCHANDISING
MARKET DEVELOPMENT
PROMOTIONAL PROGRAMS
12 13
ArmstrongConnect.com
TRAINING
In-store or online training and sales certification.
HARDWOODAMERICAN SCRAPE®
ARTISAN COLLECTIVETM - NEW!*ARTISTIC TIMBERSTM TIMBERBRUSHEDTM
ARTISTIC TIMBERSTM TIMBERCUTSTM
PERFORMANCE PLUSTM
PRIME HARVESTTM
RUSTIC RESTORATIONSTM - NEW!*WOODLAND RELICSTM - NEW!* LAMINATEARCHITECTURAL REMNANTSTM RUSTICSTM PREMIUMCOASTAL LIVING®
COASTAL LIVING® PATINA
VINYL SHEETVINYL SHEET WITH DIAMOND 10TM TECHNOLOGY - NEW!* LUXURY FLOORING/LVTLUXE PLANK® WITH FASTAKTM INSTALLATIONLUXE PLANK® WITH RIGID CORE TECHNOLOGYPRYZMTM WATERPROOF** LUXURY FLOORING/LVT - NEW!*VIVEROTM FLOORING ENGINEERED STONEALTERNA®
ALTERNA® RESERVE MAIN STREETOWNER/MANAGER BEST PRACTICES AND CERTIFICATION PROGRAM
ELEVATESM TRAINING
Available in-person with Armstrong Flooring rep, or self-guided with online course
■ Product Knowledge
■ Main Street Owner/Manager Certification
■ Course Completion Tracking
IN-STORE OR ONLINE TRAINING - AVAILABLE NOW!
ENROLL/ACCESS STEPS
*NEW TRAINING PROGRAMS AVAILABLE FEBRUARY 2017
Architectural RemnantsTM
Main Street Best Practices
TRA
ININ
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Training is critical to the success of your business. That is why we created a
comprehensive in-store and online training program to support your selling efforts.
The ElevateSM training program will empower you and your associates to represent
the Armstrong Flooring brand and product portfolio with knowledge, credibility
and confidence.
Armstrong Flooring is committed to providing you with the tools needed to support
your selling efforts, including training. One of your commitments is to ensure your
entire sales team that will support the ElevateSM platform - owners, sales managers
and sales associates – register, participate and become certified in the product
categories you are merchandising.
To access the Armstrong Flooring Retailer Portal, go to ArmstrongConnect.com
and sign in to register.
Questions? Please email [email protected]
■ RETURN USER Visit ArmstrongConnect.com
Click on TRAINING (top navigation bar as shown above)
Click on Access the Online Training Center
Enter email and password and click on SIGN IN
Click on TRAINING
Click on ELEVATESM. From here, you can access all online and in-store training available. Scroll through product categories to find the topic of choice.
■ Visit ArmstrongConnect.com
■ Click on TRAINING (top navigation bar – as shown on right)
■ Click on Access the Online Training Center
■ FIRST TIME USER Click on Sign Up for My Armstrong, under NOT REGISTERED. Then complete your store information (* items are necessary) and select Retailer as your Customer Type (located in the drop down box), click on REGISTER.
Enter your 4-digit SAMSIN ID # and click on SUBMIT. Enter your store location information, click on SUBMIT.
Select your location from retailer list provided and click on SELECT MY LOCATION.
Click on TRAINING.
Click on ELEVATESM. From here, you can access all online and in-store training available. Scroll through product categories to find the topic of choice.
YOUR ARMSTRONG FLOORING 4-DIGIT SAMSIN ID # IS REQUIRED TO ENROLL. PLEASE BE SURE YOUR ARMSTRONG FLOORING SALES REPRESENTATIVE PROVIDES YOU WITH THIS NUMBER.IMPORTANT
14 15**See warranty for details
We’re excited to announce that Armstrong Flooring merchandising has
been redesigned with greater flexibility so it can adapt to your specific
showroom needs. New modular, scalable units are functional across our
product categories, allowing for a cohesive, branded look while displaying
the product categories that sell best in your showroom.
The messaging is based on the “Why Armstrong Flooring?” story,
illustrating the trade-up between products and letting your customers know
why Armstrong Flooring products are the best choices for their homes or
businesses. All units feature large-format boards, highlighting the beauty
of the product as the “star of the show.” Whether waterfall or wing display,
whether large, small or in between, our breadth of merchandising materials
is attractive in your store—and attracting to your customers.
MERCHANDISING
Modular displays in adaptable sizes and configurations.
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Small
Medium
Large
HARDWOODARMSTRONG® FLOORING MERCHANDISING DISPLAYS
Highlight #877WDDimensions 22.5” W x 30.75˝ D x 68.125˝ H Sample Size Samples 20” x 27” 10
(2) Waterfalls #813Dimensions 143.5” W x 30.25˝ D x 84˝ H Sample Size Samples 20” x 27” 40
Wing/(2) Waterfalls #822Dimensions 203.75” W x 31˝ D x 83.5˝ H Sample Size Samples 20” x 27” 88
(6) Spotlights #849Dimensions 291” W x 32.5˝ D x 84˝ H Sample Size Samples 20” x 27” 120
Independence #648Dimensions 32.75” W x 32.51˝ D x 61˝ H Sample Size Samples 20” x 27” 10
Wing #857Dimensions 84” W x 32.25˝ D x 84˝ H Sample Size Samples 20” x 27” 48
Spotlight #636Dimensions 44.5” W x 32.5˝ D x 65.875˝ H Sample Size Samples 20” x 27” 20
Wing/Waterfall #862Dimensions 143.5” W x 30.5˝ D x 84˝ H Sample Size Samples 20” x 27” 68
Waterfall/Wing #828 - NEW Dimensions 64” W x 27.75˝ D x 88.25˝ H Sample Size Samples 20” x 27” 17 (Expandable to 34 sku capacity)
Cradle #879Dimensions 59.625” W x 32.25˝ D x 69.25˝ H Sample Size Samples 20” x 27” 20
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Waterfall/Cradle #767Dimensions 143.625” W x 31˝ D x 84˝ H Sample Size Samples 20” x 27” 50
Wing #783Dimensions 84” W x 31˝ D x 84˝ H Sample Size Samples 20” x 27” 48
Independence #716 Dimensions 33” W x 38˝ D x 62˝ H Sample Size Samples 20” x 27” 12
Single Tower #671-1 Dimensions 33” W x 24˝ D x 78˝ H Sample Size Samples 20” x 27” 10
Single Tower #671-1 Dimensions 33” W x 24˝ D x 78˝ H Sample Size Samples 20” x 27” 10
Tower/Wing #789Dimensions 33” W x 38˝ D x 62˝ H Sample Size Samples 20” x 27” 25
Small
Medium
Large
Cradle #979Dimensions 59.625” W x 30.25˝ D x 69.25˝ H Sample Sizes Samples 20” x 27” 20
LUXURY FLOORING/LVTARMSTRONG® FLOORING MERCHANDISING DISPLAYS
Highlight #877Dimensions 22.5” W x 30.75˝ D x 68.125˝ H Sample Sizes Samples 20” x 27” 10
Highlight #877Dimensions 22.5” W x 30.75˝ D x 68.125˝ H Sample Sizes Samples 20” x 27” 10
Wing #657Dimensions 84” W x 31˝ D x 84˝ H Sample Sizes Samples 20” x 27” 48
Waterfall/Cradle #676Dimensions 143.5” W x 30.25˝ D x 84˝ H Sample Sizes Samples 20” x 27” 50
Spotlight #524Dimensions 44.5” W x 32.5˝ D x 65.875˝ H Sample Sizes Samples 20” x 27” 20
Cradle #679Dimensions 59.625” W x 30.25˝ D x 69.25˝ H Sample Sizes Samples 20” x 27” 20
Waterfall #683Dimensions 84” W x 30.25˝ D x 84˝ H Sample Sizes Samples 20” x 27” 30
Small
Medium
Large
LAMINATEARMSTRONG® FLOORING MERCHANDISING DISPLAYS
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VINYL SHEETARMSTRONG® FLOORING MERCHANDISING DISPLAYS
Wing/Beacon #587Dimensions 23.75” W x 20˝ D x 84˝ H Sample Size Samples 18” x 24” 40
BullsEye #592Dimensions 65” W x 25.8˝ D x 60.252˝ H Sample Size Samples 18” x 24” 60
Small
Medium
Large
Wing #573Display Dimensions 65” W x 25.8˝ D x 60.252˝ H Sample Size Samples 18” x 24” 80
SnapShot #640SZDimensions 49” W x 24.75˝ D x 81” H Sample Size Samples 22.625” x 37.75” & 16” x 16” 5 + 14
Full Line Cradle #779Dimensions 84” W x 30.25˝ D x 84˝ H
Sample Size Samples 22.625” x 37.75” & 16” x 16” 20 + 60
Full Line Wall #750Dimensions 143” W x 30.25˝ D x 83.5˝ H Sample Size Samples 22.625” x 37.75” & 16” x 16” 20 + 60
Full Line Island #751Dimensions 161” W x 30.25˝ D x 83.5˝ H Sample Sizes Samples 22.625” x 37.75” & 16” x 16” 20 + 60
Double SnapShot #752Dimensions 46.375” W x 49˝ D x 83.574˝ H Sample Size Samples 22.625” x 37.75” & 16” x 16” 10 + 20
Small
Medium
Large
ENGINEERED STONEARMSTRONG® FLOORING MERCHANDISING DISPLAYS
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As the leader* in resilient and hardwood flooring
solutions, Armstrong Flooring is THE choice for busy
property managers:
■ Reliable availability with RSL (Recommended Style
Lists) in every category
■ Durability of products, which means more turns,
longer life cycle and overall less cost to you
■ Superb quality and realistic, beautiful designs means
your floors are desirable to your residents and will
help you rent units faster
■ Strong product technology that allows for quick and
easy repairs when needed for better damage control
■ Large selection of products means a price point for
every budget
The Multi-Family Kit was designed to reflect each major
flooring product category while not taking up too much
space in your showroom.
MULTI-FAMILYTARGETING PROPERTY MANAGERS
MULTI-FAMILY KIT
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MARKET DEVELOPMENT
Tools to help you enter or grow your presence in specific market segments.
Selling Premium Hardwood Targeting
Homeowners
Main Street Targeting
Small Business Owners
Multi-Family Targeting
Property Managers
Design on the Walls Targeting
Homeowners and Small Business Owners
Armstrong Flooring is committed to investing in YOU. We have created specific
Market Development initiatives that are focused on helping you profitably grow
your business. Ask your Armstrong Flooring sales representative for a complete
list of available Market Development choices. They are listed on a separate
merchandising planning document.
MA
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ENT IN
ITIATIVES
*Hanley Wood Brand Leader Study 2016
LUXURY FLOORING/LVTNATURAL PERSONALITY 2 TOTE BOARD, ARCHITECTURAL BINDER & STRAP SET
LUXE PLANK® WITH RIGID CORE TECHNOLOGY SELLING TOTES (2)
LUXE PLANK® WITH FASTAKTM INSTALLATION ARCHITECTURAL BINDER
LUXE PLANK® WITH LYNX® TECHNOLOGY VALUE/GOOD/BETTER/BEST STRAP SETS (4)
PARALLEL® 12 & 20 ARCHITECTURAL BINDER
NATURAL LIVING STRAP SET
LAMINATE
COMMERCIAL LAMINATE ARCHITECTURAL BINDER
ENGINEERED STONE
ALTERNA® ARCHITECTURAL BINDER
HARDWOODPERFORMANCE PLUSTM ARCHITECTURAL BINDER
TIMBERBRUSHEDTM ARCHITECTURAL BINDER
TWO-STEP VINYL SHEET (STRATAMAX®, FIBERGLASS, FELT)NON-URETHANE STONE AND URETHANE STONE STRAP SETS (2)
NON-URETHANE WOOD AND URETHANE WOOD STRAP SETS (2)
TRIMS, ADHESIVES & UNDERLAYMENTTRIMS AND MOLDINGS CHAIN SET
ADHESIVE DEMONSTRATOR BOARD
QUIET COMFORT LUXURY FLOOR UNDERLAYMENT SAMPLE
ALTERNA® UNDERLAYMENT SAMPLE
PROPERTY MANAGEMENT & MULTI-FAMILY BROCHURE (25/PK.)
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SM SM SM SM
Small businesses are the growth engine of the U.S.
economy and offer significant potential for revenue and
profit for specialty flooring retailers.
Armstrong Flooring’s Main Street program was
specially designed to help specialty flooring retailers
grow their business by building relationships and
identifying flooring opportunities within the small
business community.
Our program includes:
■ Selection of flooring types, styles and designs from
Armstrong Flooring’s commercial and residential
product lines
■ Dedicated Armstrong Flooring Main Street display
for small business consultations held in your flooring
showroom
■ Product sample sets that your sales staff can easily
carry to consultations with business owners at their
small business location
■ On-line training course to help specialty flooring
owners/managers learn more about growing the main
street business segment to become an Armstrong
Flooring Certified Main Street Retailer
■ Comprehensive Armstrong Flooring Main Street
Playbook detailing best practices for sales, training,
marketing, product, pricing, operations and
management
■ Armstrong Flooring Main Street website that
provides guidance on optimal flooring options for
small business segments including health care,
offices, retail/hospitality, education and public
environments
Whether you want to start a Main Street program
or would like to expand your existing Main Street
customer base, Armstrong Flooring has the right
products, program and tools to help grow your
revenue and profit.
OPTION 1 – MAIN STREET DOCKING STATION DISPLAY WITH FULL PRODUCT LINE LUXURY FLOORING/LVTLUXE PLANK® WITH FASTAKTM INSTALLATION AND RIGID CORE TECHNOLOGY STRAP SET (1)
PARALLEL® 12 AND 20 STRAP SET (1)
NATURAL CREATIONS®, NATURAL CREATIONS® WITH I-SET® INSTALLATION SYSTEM AND NATURAL CREATIONS® WITH DIAMOND 10TM TECHNOLOGY COATING STRAP SETS (3)
VIVEROTM BETTER AND VIVEROTM BEST STRAP SETS (2)
PRYZMTM WATERPROOF** LUXURY FLOORING/LVT CHIP BOX
HETEROGENEOUS SHEETDECORARTTM REJUVENATIONSTM STRAP SET
HOMOGENEOUS SHEETCOLORARTTM MEDINTONETM AND MEDINTECH® WITH DIAMOND 10TM TECHNOLOGY COATING STRAP SET (1)
VINYL COMPOSITION TILEPREMIUM EXCELON® RAFFIATM AND STANDARD EXCELON® IMPERIAL® TEXTURE TILE BOX (1)
BIO-FLOORINGSTRIATIONS BBTTM AND MIGRATIONS® BBTTM CHIP BOX (1)
LAMINATEARCHITECTURAL REMNANTSTM, RUSTICSTM PREMIUM AND COASTAL LIVING® PATINA CHIP BOX (1)
HARDWOODPERFORMANCE PLUSTM CHIP BOX
MILLWORK SQUARETM SAMPLE BOX
ENGINEERED STONEALTERNA® AND ALTERNA® RESERVE TILE BOX (1)
WALL BASE BOARD CHAIN SET
LUXURY FLOORING/LVTVIVEROTM BETTER AND VIVEROTM BEST STRAP SETS (2)
NATURAL CREATIONS® AND NATURAL CREATIONS® WITH DIAMOND 10TM TECHNOLOGY COATING STRAP SETS (2)
PRYZMTM WATERPROOF** LUXURY FLOORING/LVT CHIP BOX
HARDWOODMILLWORK SQUARETM SAMPLE BOX
ENGINEERED STONEALTERNA® AND ALTERNA® RESERVE TILE BOX (1)
MAIN STREET
ESTIMATED 20-34 BILLION SQUARE FEET OF COMMERCIAL SPACE*
U.S. SMALL BUSINESSES
54% OF U.S. SALES
66% OF NEW JOBS
OPTION 1
MA
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OPTION 2 – MAIN STREET 2017 NEW PRODUCTS UPDATE KIT (FOR CUSTOMERS WHO ORDERED MAIN STREET DISPLAY IN 2016)
**See warranty for details*U.S. Small Business Administration
HIGHLIGHT UNIQUE AND PREMIUM HARDWOOD COLLECTIONS
For homeowners that value premium style and design
and the latest trends, Armstrong Flooring offers two
thoughtfully created collection stories and the tools
needed to showcase both.
HIGHLIGHT STYLE AND DESIGN
Specifically developed to inspire the interior designer
within each and every one of us, we offer three
collections, any two of which can be fully highlighted
within the display.
WOODLAND RELICSTM ENGINEERED (5 SKUs)
Captures the essence of reclaimed, weathered
wood - as random and varied as nature itself.
ARTISAN COLLECTIVETM ENGINEERED (5 SKUs)
Reimagines the look of distressed wood for a dreamy,
easy style - with the distinctive touch of thoughtfully
layered, multi-dimensional tones.
TIMBERCUTSTM ENGINEERED (5 SKUs)
Delivering the history and heritage of distressed wood
with abundant rustic charm and authentic character
Featuring distinctive saw marks for a look true to
naturally harvested wood.
SELLING PREMIUM HARDWOODTARGETING HOMEOWNERS
DESIGN ON THE WALLSTARGETING HOMEOWNERS AND SMALL BUSINESS OWNERS
TAKE DESIGN TO A NEW LEVEL – ON THE WALLS Armstrong Flooring invites you to help the homeowner and the
Main Street customer look at flooring in an entirely different
way—as a design statement on their walls! Famously stunning
in appearance and durable in performance, our premium,
award-winning designs are now recommended as an innovative
and ideal solution to make any room or business stand out
from the crowd.
We’ll supply you with all the information and POP materials
you need for selling success. Supporting collateral includes
brochures, architectural binders, counter cards and display
graphics. Think about the possibilities and get ready to expand
your customers’ horizons and design options.
HARDWOOD DISPLAY - STYLE AND DESIGNDISPLAY: 648SD INDEPENDENCE (10 SKU)
DISPLAY GRAPHICS: STYLE AND DESIGN
WOODLAND RELICSTM ENGINEERED - SAMPLE KITSAMPLE SET: WOODLAND RELICSTM (5 SAMPLE BOARDS)
BROCHURE: STYLE AND DESIGN (10/PK)
ARTISAN COLLECTIVETM ENGINEERED - SAMPLE KITSAMPLE SET: ARTISAN COLLECTIVETM (5 SAMPLE BOARDS)
BROCHURE: STYLE AND DESIGN (10/PK)
TIMBERCUTSTM ENGINEERED - SAMPLE KITSAMPLE SET: TIMBERCUTSTM (5 SAMPLE BOARDS)
BROCHURE: STYLE AND DESIGN (10/PK)
DESIGN ON THE WALL KIT INCLUDES BROCHURE
ARCHITECTURAL BINDER
COUNTER CARD
DISPLAY STICKER
COLLECTIONS AVAILABLE IN “DESIGN ON THE WALL”**ARCHITECTURAL REMNANTSTM LAMINATE
COASTAL LIVINGTM PATINA LAMINATE
RUSTICSTM PREMIUM LAMINATE
*ALTERNA® AND ALTERNA® RESERVE ENGINEERED STONE
*Available after June 2017 **Class C Fire Rating
DESIG
N O
N TH
E WA
LLS
GO BOLD
For the discerning and design-conscious consumer,
look no further than Millwork Square™. Combining
today’s trendiest colors with contrasting high and
low gloss solid wood tiles to create dimensional
patterns that range from subtle to stand-out.
MILLWORK SQUARETM SOLID
(10 Sample Boards; includes Checkerboard
Patterns) 12”x12” Tiles; Low and High Gloss
Finishes; 8 Colors – mix and match for endless
design options.
HARDWOOD DISPLAY - MILLWORK SQUARETM STACKERDISPLAY: 877MS MILLWORK SQUARE HIGHLIGHT DISPLAY (10 SKU)
DISPLAY GRAPHICS: MILLWORK SQUARE
MILLWORK SQUARETM SOLID - SAMPLE KITSAMPLE SET: MILLWORK SQUARETM (10 SAMPLE BOARDS)
SELLING
PREM
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OUR PROGRAMS ARE TURNKEY, EFFICIENT AND COST-EFFECTIVE.
PROMOTIONAL PROGRAMS
Generate consumer excitement and demand throughout the year.
PROMOTIONS
CONCEPT ONLY CONCEPT ONLY
AND BECAUSE WE ARE COMMITTED TO YOUR SUCCESS, WE ALSO WILL PROVIDE:
■ Customizable and printable templates in our APC for your use that are promotion focused
■ Promotional program call-outs and updates on all of our social media sites to generate excitement
■ Store traffic driving support on the Armstrong Flooring website
PROMOTIONAL PROGRAMS TO HELP YOU GENERATE CONSUMER EXCITEMENT AND DEMAND THROUGHOUT THE YEAR
■ Sixty days prior to each promotion
no charge digital Point-of-Purchase
materials will be available for download
for local printing
Flooring Event
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Flooring Event
Arum quidigent etum alit, solupic tionsequi apedit, cum eaquiam, tempore ma volupt.April/May Spring Consumer Promotion
Sept/Oct Fall Consumer Promotion
PRO
MOTIO
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ADVERTISING & PROMOTION CENTER
HARDWOODFrom exotic species and unique specialty visuals to
authentic hand-sculpted and distressed planks to
timeless traditional designs and high performance
hardwood, each Armstrong floor is crafted with the
attention to detail you demand for your home.
F-9437A-1115
F-9437-1115_40x30_ElitePOP_PrdtPstrs.indd 1 11/9/15 1:25 PM
Keeping your website up to date will be easier than ever with the innovative technology of the Armstrong Flooring Product Gallery for the web! Subscribe to this service and all product additions and changes will be made to your site using a bolt-on component ($39/month*).
Benefits include:
■ Catalog landing page with browse and filter options
■ All Armstrong Flooring residential product categories
■ Product detail page for each item in the catalog
■ Guided assistance on website integration
Everything you need to know about ElevateSM all in one place. See the 2017 changes and enter your Contact Information for those who did not submit in 2017.
All the essential tools you need to be informed and engaged for success:
■ Learning Management System (LMS)
■ Lead Management (applicable tiers)
■ 2017 Program guidelines
■ 2017 Tier benefits
■ All necessary forms
ElevateSM retailers will receive priority ranking and be featured on armstrongflooring.com based on tier participation level.
The APC is a web-based ad building tool. It’s easy to use and you makes you look like a marketing pro.
Some of its beautiful features allow you to:
■ Create customized local marketing materials to deliver to printers or allows you to take to your own local printer
■ Print in-store collateral
■ Build web pages
■ Create paid search campaigns
■ Download images and logos
■ Utilize the user friendly ad builder tool
It is easily accessed through ArmstrongConnect.com. No additional sign in needed.
* See tier specifics for additional monthly subscription information
ARMSTRONG FLOORING PRODUCT GALLERY
FIND A STORE LOCATORARMSTRONGCONNECT.COM
WEB
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YOUR COMMITMENT ■ Agree to actively participate in an annual ElevateSM planning session and ongoing business meetings with your Armstrong Flooring sales representative. Make the most of ElevateSM to support your essential training objectives, merchandising initiatives, market development needs and promotional campaigns.
■ Agree to register all sales associates in the Armstrong Flooring portal, have them complete product training and become sales certified in the Armstrong Flooring retail product categories being merchandised.
■ Achieve minimum annual merchandising and purchase requirements for your chosen tier.
■ Provide Armstrong Flooring with regular feedback through bi-annual retailer satisfaction surveys.
ARMSTRONG ASSETS.COM
Your one-stop shop for all your merchandise and
branded needs. Whether you are dressing up your
staff or your showroom floor, you will find it at
ArmstrongAssets.com. It has recently been updated
to include an expanded inventory of launched
samples and displays and a wider selection of
high quality branded items.
WEB
TOO
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ARMSTRONG FLOORING COMMITMENT■ Innovate with new products, technologies and solutions that will strengthen your sales opportunities.
■ Boost consumer demand creation with the goal of finding, engaging, nurturing and connecting homeowners, designers, trade professionals, single family builders, property managers and small business owners with our aligned specialty flooring retail network.
■ Expand comprehensive market development programs that are purposely designed to help grow your independent specialty flooring retail business.
■ Deliver industry-leading product quality, performance, styling, service and value. Remain committed to our founder’s intent of “Let the Buyer Have Faith” so that you can promote and sell our products with confidence.
■ Reduce transactional costs with value-added activities that increase your bottom line profit.
■ Create integrated retail sales training and consumer promotions to help your business trade up and close more prospects in the shopping process.
Armstrong Flooring reserves the right to terminate or amend any or all elements of this Program in its sole discretion at any time without prior notice.
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