Kellars' Best Year Yet: Celebrating Innovation and Connection at The Flooring Show 2024
Kellars always put customer journey at the forefront of their stand design concept for The Flooring Show and this year’s stand was of no exception. Mike Davey reflects on the 2024 event.
How was The Flooring Show 2024 for Kellars?
This year’s flooring show was undoubtedly our best yet! We had an incredibly positive experience, with a lot of engagement from visitors at our stand.
One of the highlights was definitely the Kellars party, which had a fantastic turnout. It saw our colleagues and customers mingling, with entertainment from fantastic live music, a magician and a photobooth. Overall, it was a great year for us.
As for my favourite aspect, I’d have to say the product launches. We introduced some new lines, including the "Easy Living" collection and four new ranges. One of these, the "Desire" range, was particularly special, as it was the stands featured flooring, making up three quarters of our stands floor. We also showcased the new Allora Lux SPC in an 8mm thickness, which made up the final quarter of the flooring used on our stand.
What collections did you launch at the show?
- Desire: a carpet that was crafted for comfort and luxury. It is a part of the Easy Living range, making it a durable, bleach cleanable carpet which has a cloud like feel underfoot.
- Opulence (part of the Easy Living range) is saxony that is unique to the market. It uses a slower and finer extrusion method to create a luxury, super soft yarn. Additionally, this yarn has the durability of a higher quality polyester yarn due it being a 10th gauge.
- For the first time, Kellars launched two wool products: Chatsworth and Sheringham. Both come in a broad colour palette, with Chatsworth being a more luxurious product as it is a well-made and tough. Sheringham is a dual ply wool loop carpet. It provides a traditional rustic aesthetic which has been coupled with durability and wearability.
- Envy is a dense 10th gauge polyester saxony that uses soft yarn. Envy comes in an updated colour palate that provides a modern feel with home comfort.
- Allora LUX: this is a luxurious version of our much-loved Allora SPC. Allora Lux is available in both herringbone and plank and has many benefits to its design that allows for easy installation and customer satisfaction.
We know how important customer experience is to you when retailers step onto your stand. How did you curate the buyer journey this year?
This year’s stand was of exceptional quality, with our graphics being utilised throughout to pull our customers attention to certain feature points.
We created an open stand, which invited customers to step inside and follow a natural buying journey. They started with Allora Lux, moved onto SPC, Alva, and from there, they explored the vinyl’s and ended at our newly launched carpets. There was a seamless flow to the entire experience, with no breaks in the buying journey.
In the middle of the stand, we placed a bar, so visitors were constantly surrounded by our brands. This ensured that no matter where they were, they were always engaged with our products. The selling journey was designed around this concept—keeping everything central and interactive.
It was our best year so far, largely due to how well the brands looked. We were truly able to showcase the quality of our products, and a big part of that was thanks to the stand design itself.
Did you have any interatcive features on the stand to keep customers engaged?
This year, we had a fun “Spin the Wheel” feature, which worked like a Wheel of Fortune. Customers could spin the wheel for a chance to win prizes like underlay, a PS5, or even a bottle of champagne. It was a quirky and quick way to grab attention while giving customers a little something for engaging with Kellars.
We also had Frannies Bar, which has always been a key focal point of our stand. It provided a great space for customers to mingle with our sales reps and get to know other team members, all while being surrounded by our product range.
Can you give us a glimpse into any exciting devlopments from Kellars coming in the future?
Yes, I can—but I’m not going to reveal anything just yet! As the largest independent flooring supplier, we are constantly moving forward. Therefore, we have always got something in the pipeline.
All I can say is that there’s something brand new on the horizon, and you’ll hear about it either on a roadshow or at Harrogate 2025!
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