Manningtion, Broadlume Forge Exclusive Partnership

Mannington Mills has tapped software provider Broadlume to bring digital retailing to its retailers.

The technology enables shoppers to complete most of their transaction online and finalize it in a showroom.

This will create a seamless shopping experience, providing a much-needed boost as the economic outlook continues to be unpredictable, Broadlume said in a statement.

“When we looked at our data, Mannington is one of the most searched brands across our entire ecosystem,” says John Weller, chief innovation officer at Broadlume. “By offering a better user experience through visualization and e-commerce sample ordering, this partnership will immediately unlock new sales opportunities for retailers solely based on the existing demand we see for Mannington products.”

Before forging the alliance, Mannington looked at sales data for its top retailers that currently work with Broadlume. The company found they have an average of 30 per cent higher Mannington sales, compared to retailers with other website providers.

“Mannington is excited to help provide our retailers with a best-in-class experience on their own websites and for Mannington to drive more leads to our retailers,” says Lori Keith, vice-president of residential marketing at Mannington.

Broadlume will be the exclusive technology partner for Mannington’s One Mannington, One Phenix and Compass Loyalty programs to offer digital retailing to their retailers, with the program aiming to launch in the first quarter of 2024.

Based in Sarasota, Fla., Broadlume rolled out its digital retailing program in October, with the goal of changing how retailers and manufacturers work together to sell floor coverings.

The company says manufacturers who participate in the program will see a significant increase in their brand awareness, product sampling and customer engagement.

For retailers, Broadlume says digital retailing has the potential to fundamentally change how they run their business. By allowing customers to learn about products online, visualize them in their homes and order product samples directly to their doorstep, retailers will achieve higher close rates and an increase in sales as they engage with knowledgeable, ready-to-buy shoppers.

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