Clicks 2 Bricks Ep 101: Flooring the Market: Marketing Mastery with Wendy Martin
In this episode, we sit down with Wendy Martin, Chief Marketing Officer for Floor & Decor, to unpack the intricacies of marketing for a specialized retailer in the hard surface flooring industry. Floor & Decor is a leading specialty retailer in the hard surface flooring market, offering an unparalleled selection of tile, wood, stone, and flooring accessories at low prices. Wendy is a seasoned marketing executive with extensive experience in the retail and home improvement sectors. Her expertise lies in creating compelling marketing campaigns that resonate with diverse customer bases. In our conversation, Wendy shares how Floor & Decor caters to its two primary customer segments —professionals and buy-it-yourself consumers—by adjusting marketing strategies to generate awareness and engagement. Discover the importance of being relevant across multiple channels, the role of professionals in their business model, and the unique challenges and opportunities in the flooring market. We discuss the interesting interplay between Floor & Decor's customer segments, how the company keeps customers inspired, and its approach to meeting customers where they are in their research and purchase phases. Discover the pillars of the company’s marketing strategy, the potential of AI in its marketing approach, and the role of user-generated content. Wendy also shares how her career experience has prepared her for her current role and valuable career advice for young marketers. Tune in now!
Key Points From This Episode:
- Introduction of Wendy Martin and her role at Floor & Decor.
- Overview of the company’s history and how it has grown over time.
- Details on Floor & Decor's national footprint and recent store opening in Brooklyn.
- Floor & Decor’s unique marketing dynamics and customer segmentation.
- Differentiating between the buy-it-yourself and professional customers.
- Learn about the customer journey and essential customer touchpoints.
- Using digital channels to drive customer awareness and engagement.
- Approaches for staying top-of-mind for professional customers.
- Explore the company’s loyalty programs and educational initiatives.
- Ways the marketing landscape has changed for Floor & Decor.
- The company’s approach to customer care and local marketing tactics.
- Significant shifts in Floor & Decor’s business strategies and initiatives.
Links Mentioned in Today’s Episode:
The National Tile Contractors Association (NTCA)