COMPANY NAME / COMPANY SERVICES
Allan Rug Co.
- Established since 1958 - trusted and credible brand, well known for their customer service
- Most of their clientele are repeat and referral customers
- They carry one of the largest selections of carpet, area rugs, hardwood, laminate, cork, and vinyl flooring in the GTA
As a family owned and operated business, we at Allan Rug Co. have been providing a wide range of commercial and residential flooring products for over 55 years. From nylon, sisal, and wool carpets through to a large selection of hardwoods, cork, laminate, and vinyl flooring, we pride ourselves on assisting you in finding the perfect flooring for your home or office.
UNIQUE SALES PROPOSITION (USP)
Three unique aspects of their business give them a huge competitive advantage:
- Exceptional customer service
- Extremely competitive and value-added pricing
- One of the widest selections in the GTA
- Carpets available in stripes, solids, sisal, patterns, animal prints, and runners
- Rugs available in traditional, contemporary, shags, and hides
- Flooring available in hardwood, laminate, cork, and vinyl
- Window coverings available in Hunter Douglas
Dominion Rug - http://www.dominionrug.com/
Reznick Carpets - http://reznickcarpets.com/
ELTE - https://www.elte.com/rugs and https://www.elte.com/broadloom
eFloor - http://efloor.ca/
All of these competitors are much more expensive than Allan Rug, and their customer service pales in comparison to Allan Rug.
Their sales process is very simple but varies depending on what the client is choosing to purchase. For example, they do a lot of cash and carry transactions. A customer will come in, pick out a rug, and then take it home. Conversely, when a client chooses broadloom, they come in, choose a pattern, our team goes into their home, and installation is completed within one to two weeks. Area rugs and customers rugs are usually completed within one week or faster.
CURRENT COMMUNICATION CHALLENGES
The current communication challenge is that consumers nowadays do a lot of shopping around for price comparisons. New visitors will often go to the website, see something they like, and they request a price on it.
The primary reason they don’t advertise prices on their products is because they understand clients do a lot of price shopping. They encourage people to get in touch via phone or email (although phone is preferred). This way, when someone calls in and says, “How much is that animal hide on your website?” And the response from the customer service rep may be outside of their budget, there is still an opportunity to turn that prospective customer into a paying client by saying, “Well, we have something very similar that’s closer to your ideal budget.”
It’s important that a connection is made during the comparison shopping process. The interaction with the client is essential in the buy cycle; because of the wide selection of products available and the low prices, there will always be a suitable option for the client when they call in, email, or visit.
The target audience are mostly females, couples, and families. They range in age from the 30s to the 60s. They get a lot of designers and event planners as well; individuals who may need flooring and carpeting options for show rooms, events, trade shows, their clients, etc. Keep in mind the primary purchaser in the home and in the design industry are women, so we definitely have to target this market very heavily!
Most of their clients are from Forest Hill, North York, downtown Toronto, Thornhill, Richmond Hill, Leaside, Rosedale, etc. Think of Aurora and Newmarket as the northern most border, Etobicoke as the western most border, and Pickering as the eastern most border. It’s very rare they get clients outside of Oakville and Pickering for example.
A 10 km radium around their office is where their clients are most concentrated.
There aren’t any slang or vernacular for their industry. The keyword targeting is pretty straight forward. While their primary source of revenue are their carpet and rugs products, they would also like us to focus on the hardwood, laminate, cork, and vinyl flooring related keywords.
Again, carpets and rugs are their bread and butter, so the emphasis on the new website and our marketing efforts will be on carpets and rugs, but we should also have at least 30% of our efforts focused on the other types of flooring like hardwood, laminate, cork, and vinyl.
This page will be more prominently displayed on their new website, specials for Carpets: http://allanrug.com/index.php?optio…&Itemid=91