Daltile held its Statements conference here at the Ritz-Carlton Sept. 8-10. With the theme of “Transformation,” the supplier set out to help its premium retail partners succeed through new digital assets, exclusive merchandising and key programs. Throughout every touchpoint, strengthening its partnerships was top of the list.

Here at the conference, the company invited its Statements dealer partners to join the “Transformation Club.” Explained Patrick Warren, vice president of sales, residential, during a one-on-one with FCW here, “This is a watershed moment. We had a major reorganization in January that created 43 market managers to be hyper-focused in their markets — they focus on the customer.”

Fueling this pivotal moment in time are the people and touchpoints here at conference and beyond. He noted, “Teamwork and the coordination of our locations and salesforce. Then, the transformation part of it.”

There are five strategic components to the Statements program. “The first is lead generation: digital leads through our website and Meta (Facebook and Instagram). And if a customer is looking on our site and see, for example, the Mosaic design tool, it drives them to a Statements location.”

Second is co-op advertising. “This is a program we only do for Statements dealers to help promote their business. And then three, is one or two promo campaigns a year. Major campaigns that we put a lot of resources behind. Fourth is our product portfolio. The big word is ‘bundling.’ Everything you need for a kitchen project Daltile has, except for lighting and hardware.”

Marazzi is joining the Statements program offering retailers an even broader array of product collections.

And, most important, Warren emphasized, “is the exclusive merchandising system.” Continuity from the website to the showroom too, he said, is important to the consumer journey and closing the sale. “It helps the consumer with the continuous selection process and helps the RSA close.” The program, he added, “is differentiated from anyone else’s in the business.”

At general session, Warren told attendees, “We can’t transform without an engine to drive it. The engine is very important.” He noted that a reorganization took place earlier this year that promoted 43 team members to market managers. “They are hyper-focused on customer touchpoints. I’m sure you all felt that churning. We have an amazing marketing team and the Statements Advisory Board helps direct what your needs are,” he said adding, “The journey we are about to go on is about what we do together. “

Statements is celebrating its 16th birthday this year — a program developed to partner with key dealers in each market to drive the consumer experience for tile. Statements dealers include roughly 250 locations from about 165 owners, close to half attending this week’s event.

The introduction of the Countertop Concierge program being piloted now was another “game-changing” moment at the conference, according to Warren. Here, the company shared its seamless strategy for bringing on countertops and the opportunity to truly provide all home renovation needs.

Noted Josh Elder, president, Gainesville Carpets Plus Colortile, a Statements partner since 2018, “We are most excited about the countertop program. We have been selling cabinets for years and this will make it easier for us to get into the countertop business.”

Industry Overview

Matt Kahny, president, Dal-Tile, addressed attendees here as well, saying, “Our industry is changing — whether it’s big demographic issues, interest rates, slower housing starts, less remodeling, our environment is changing. The industry is consolidating, whether it’s manufacturing, distribution or installation, things are changing. And maybe most important, our consumers are changing. The people that are buying tile from you every single day, they’re changing in their makeup. And they’re changing how they shop. They’re changing in how they select. And we have absolutely got to adjust and change and transform to be a part of that. This is a program that’s existed for 16 years, and we want the next five, 10 years to be even more successful. But we’ve got to transform, we’ve got to change.”

That change, Kahny said, will come from how Daltile connects its showrooms to the dealer showrooms for lead generation and better ways of showing the company’s Daltile and Marazzi brands.

And, he said the company has made an investment in product. “We’ve invested 100s of millions in our factories here in North America. We’re proud of being a U.S. manufacturer and we’re investing in those factories to bring you the kind of products that your customers are asking for now.”

Dealers Dish

Here at Statements, FCW sat down with attending dealers, whether long in the program or new to it, to hear how being a Statements dealer elevates their businesses.

Atlanta Flooring Design Center (AFDC) has been part of the Statements program since its inception. Tony Wright, general manager, has a unique perspective having worked for Daltile and as a retail partner. “Interestingly, I went to work for Daltile following a Statements Advisory Board meeting in 2016 primarily because I saw Daltile’s commitment to the dealers in the program,” Wright shared. “As director of dealer sales for Daltile, I had a responsibility to see the Statements program fully integrated into members showrooms, and there were a lot of elements that we were asking dealers to adopt. But the end result was that if a dealer committed to all of the merchandising elements, and pursuing the leads that came in, and promoting the sales events twice a year, it would give them a competitive advantage in their market. No other tile manufacturer or supplier has a program designed to elevate tile sales for a dealer that comes close to Statements.”

In his role today, just four months in with AFDC, Wright noted, “This Statements Business Conference was really timely for me. Seeing what Daltile has invested in the program today, with the addition of a countertop sales solution, a functional visualizer kiosk and the expansion of Marazzi in Statements gives me renewed commitment in our two Statements locations. On top of that, bringing a speaker like Marcus Sheridan, whose message can truly transform the marketing effectiveness of AFDC, is just outstanding. I truly appreciate the commitment that Daltile is showing to the Statements members.”

He added that when it comes to things that will help drive the retailer’s tile business, “First and foremost, it’s style and design, and Daltile and Marazzi have that covered. I believe the next most critical component is a knowledgeable retail sales associate. They need to have the design acumen, as well as a practical knowledge of installation so that what they design with the homeowner can actually be executed in the home. The third critical element is a competent installation team who can bring the design to reality for the homeowner. These three all work together to drive a store’s tile business forward.”

Lauren Blinka, director of customer experience and business, Color Interiors Design Center, North Conroe, Texas has been with Color Interiors Design Center for five years sharing that the company joined Statements around 2019. “It is the relationships,” she offered. “If we need something, they are there. The reps are phenomenal — they answer the phone; they are there for us and present in our showroom.”

Great Lakes Carpet & Tile, based in Central Florida, has been a Statements Center for more than a decade. Tom Urban, general manager, offered, “The biggest thing now is the display system. We like our showroom clean, professional and organized and this is the best in the business.”

Great Lakes, in fact, does substantial tile business with Daltile. “Statements has something to do with it but we do a lot with Daltile,” said Urban noting the company owns about 50 percent of the retailer’s tile business.”

He continued, “We are lucky on our end with regional reps. It’s a really great partnership. Daltile has everything you need. They worked with us even on our builder side. They’ll have product at the local DC (distribution center) until I need it — even 30 days.” In addition, Urban offered, the store is part of Daltile’s countertop pilot program.

Jason McSwain, McSwain Carpet & Floors in Ohio, said he looked for several years at Statements and the opportunity to carry tile. Being a Statements Center, he said, “has been invaluable for us. It gives us alignment at retail to merchandise.” The category, he emphasized, is broad. But today, he has it in his largest showroom. “And we have it upfront, not hidden in the back.”

Benefits to being a Statements Center, McSwain added, is that “it stays current. Ceramic is hard to do with so many products. But we wanted ceramic for our brand so you can do your whole home.” McSwain’s serves both the builder and retail markets with its Statements Center. “It gives us the ability to be competitive at retail. It gives us immediate confidence in merchandising, and it gives us co-op partnership. It’s helped our ceramics management.” He also said the company is looking at Daltile’s countertop program. “It is an add on to be more profitable.”

USA Flooring out of Raleigh, N.C. is a newer member having joined two years ago. Fred Black, chief operating officer, told FCW, “I love the U.S. story, the amazing team and all the resources. They make it easy to do business with them. They care — they care about the customer, and they treat the customer well. They are accessible and put a lot of resources into the market.”

Black said that, while for some tile companies, it is very transactional, “Daltile is helping with finding installers, they are involved with FCEF, FCIF. There is the co-op program and rewards program.” And, he added, “Mohawk is our No. 1 [vendor] so it was a no brainer to work with Daltile.”

Roberts Carpet & Fine Floors hasn’t historically carried tile in any of its Texas stores — today there are 10 throughout the Houston area. But at the end of last year, the retailer opened a Statements Center in its Kady store and is about to open a center in its brand new store in the Meyerland area of Houston which soft opened earlier this month.

“I wanted to get us into tile. We want a competitive position, so we want to be important to a few vendors,” Alex Roberts told FCW. “Daltile was the right partner for us.”

Roberts gutted the back area of the Kady store to put in the Statements Center, and the result, she said, “is a beautiful Statements Center,” adding, “it was a great experience for me when we went into the new building where we started from scratch. It really made sense.”

“I’m sure you’ve heard the word ‘transformation’ 20, 30, 50 times today. But one thing I want to really impress on this group with is that for me and for Daltile, transformation is not a slogan, it’s not a cliché. It’s something that we are actively trying to drive across every part of our business. And we’re doing that because it’s necessary if we are going to survive and thrive. As our industry changes, we have to transform. We can’t stay static; we can’t keep doing things the same way.” – Matt Kahny, Dal-Tile

“Our industry has moved to singular product sales — carpet for a room, hardwood for another, then tile for a back splash. Daltile packages it all from floor to wall to decorative to countertop for the full package all together which is how consumers shop. We are a one stop shop.”  – Patrick Warren, Daltile

“For me, the most impactful message was the one Marcus Sheridan delivered. I will definitely be looking at our showroom footprint and finding a way to add the new display elements that were presented here at the conference. Lastly, I want to say that it was fantastic seeing so many industry friends here. The relationships I have gained through my 16 years of being associated with Statements is my most valued benefit from the program.” – Tony Wright, Atlanta Flooring Design Center

“They help support my business with leads and advertising co-op funds exclusive to the Statements dealers. I have seen an increase in walk-in — customers asking for Daltile when they come into the showroom.” — Josh Elder, Gainesville Carpets Plus Colortile

Wake Up Call
Keynote challenges online approach

Marcus Sheridan, bestselling author of books They Ask, You Answer and Endless Customers, was day two’s keynote speaker and took on AI and how it is recommending you, your brand and business. Attendees soaked up his powerful message.

“What do homeowners search,” he asked. “Who is AI recommending in your city? How do you make it recommend you?”

The answers challenged industry norms around things like addressing pricing, one of five key things consumers research when looking for a home improvement product.

“If you don’t talk about it on your website (people who Google it won’t come to you). Teach them what value looks like,” he said noting that he has constructed “The Perfect Pricing Page” that lists 16 elements. “My challenge to you is to think like a buyer.”

So while not actually giving hard pricing, retail websites can contain content around what impacts cost, what can be expected. The Perfect Pricing Page contains things like pricing-related FAQs, discussing any hidden costs and what drives a price up or down, for example.

Next up is transparency around problems. “You can get in front of it or you can ignore it. Your job in your space is to get in front of it,” Sheridan said. Then comes comparisons. “People love to compare online,” he said emphasizing the need to address subjects that no one else talks about.

And, he continued, address reviews and, “talk openly about competitors.”