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11/14/2022

Retail co-op CCA Global Partners to transform merchandising

Dan Berthiaume
Senior Editor, Technology
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Shelby Design Center is an independent member of the CCA Global Partners Carpet One Floor & Home retail co-op.

CCA Global Partners is launching a new enterprise platform called “Retail 2.0” in April 2023.

The independent flooring retailer co-operative is rolling out the new merchandising and digital marketing system, which includes more than eight million product SKUs and is a completely integrated digital platform at Carpet One Floor & Home stores as Room by Room, and at Flooring America and Flooring Canada stores as Room to Explore.

The Retail 2.0 platform will include new websites, designed to be more customer-friendly. The new sites will incorporate a comprehensive suite of shopping tools. They will also integrate with the new in-store technology, marketing automation platforms, and product file management system, enabling a seamless shopping experience across all touchpoints.

"This historic rollout is the result of extensive consumer research, industry collaboration, member pilots, and comprehensive analytics, resulting in a revolutionary simplified consumer shopping experience. It will be a game changer for consumers and our members," said Keith Spano, president of Flooring America, Flooring Canada, The Floor Trader and International Design Guild. "Once completed, this promises to be the most aggressive rollout in our industry's history."

"We've examined the customer journey and how uneven it is for many years,” said Theresa Fisher, senior VP, visual merchandising and brand development, CCA Global Partners. “The rollout will change how consumers shop for floors. It's an integrated proprietary selling system that helps streamline the process of buying residential flooring. Our aim is to make the customer journey as easy and as efficient as possible. Between introducing eight million new SKUs and how samples will be retooled as part of this new selling system, it's going to be a really exciting year."

"We know 95% of flooring customers begin their journey by researching online, but they commit to their purchase in-store," said Frank Chiera, senior VP, marketing and advertising, CCA Global Partners. "Retail 2.0 will be a transformational retail experience for customers. The digital experience extends what we know the customer does online and threads it through the showroom, providing an end-to-end seamless way to buy new floors."

In addition to the new details on the rollout of Retail 2.0, CCA announced enhanced training opportunities exclusively for its retail co-op members. Member retailers will now have installation expertise access to industry veteran Robert Varden.

He will provide insight and guidance to CCA retail members on issues involving installation training and support. Varden will primarily be focused on assisting CCA members with installation solutions and guidance.

CCA Global also offers Carpet One members a sophisticated proprietary CRM platform called Drive, as well as access to the Docusign electronic document management solution. The organization also offers a proprietary flooring installation process called Neutralize, which eliminates 99.9% of viruses, including COVID-19, and includes a treatment that kills any contaminants already in the home and also protects the floor after the installation with an antimicrobial treatment.

[Read more: CSA Exclusive: Retail co-op members stay independent with shared tech]

In addition, CCA Global provides Carpet One members with a virtual room visualizer that enable customers to get a digital advance preview of how different flooring samples would look in their living space. The company customized an existing solution to meet the specific requirements of its members.