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Flooring retailer Lumber Liquidators uses mobile to drive sales

January 21, 2010

bShop for flooring on your iPhone/b

Shop for flooring on your iPhone

Flooring retail giant Lumber Liquidators has released the Floor Finder application for Apple’s iPhone and iPod touch to drive consumers to its bricks-and-mortar locations.

Designed to make consumers’ flooring search convenient and user friendly, the free application provides access to nearly 200 digital samples onto the mobile phone. This application is yet another example of a retailer using a mobile platform to engage affluent consumers, drive them in store and boost revenue.

“Lumber Liquidators wanted to provide another way to make their products easily accessible to their customers,” said Marco Pescara, senior vice president of direct marketing and advertising at Lumber Liquidators, Toano, VA. “With the new app, the floor searching and buying process is very convenient and user friendly.

“By allowing users to access flooring samples right on their handheld screen, there is no need for bulky samples that end up being thrown away, making it also very eco-friendly,” he said.

“The target demographic is anyone in the market for a new floor, or who will be some day, do-it-yourselfers and builders and contractors who want to show flooring to their customers.”

Lumber Liquidators claims to be the largest specialty retailer of hardwood flooring in the United States with more than 180 stores.

Mobile shopping
The Floor Finder application was developed in conjunction with marketing and development firms Mullen and Aurnhammer.

The application allows users to view flooring samples right on their handheld.

This puts a wide variety of species, colors and styles at the users’ fingertips without the need for bulky samples that end up being thrown away.

Lumber Liquidators also gives application users flooring specs such as hardness, species and installation information.

Additionally, the iPhone version has a click-to-call option to find the lowest price.

If they want to calculate flooring needs, users can enter room dimensions into the Materials Calculator and the application will determine how much product is needed, including a waste factor.

While selecting a floor can be overwhelming with so many options to choose from, the application is designed to save users’ favorite flooring to a special section.

So, even if a flooring project is not in the plans for the near future, users can access some of their favorites whenever they are ready to move forward.

Sharing ideas and inspiration
Users can check out the Customer Brag section within the application, where Lumber Liquidators’ customers can submit their before-and-after photos.

If a user’s photos are selected to be featured in the Brag area, that consumer receives a free Bellawood Floor Care Kit from Lumber Liquidators.

Once the flooring is selected, the Floor Finder application directs users to the store locator to find the nearest Lumber Liquidators store.

In addition to store locations, detailed directions, store hours and contact information are offered.

Flooring can also be bought online at the company’s Web site,

People who do not have access to the iPhone application can find product information, do-it-yourself tips and order samples online via their Web-enabled phone or in their local Lumber Liquidators store.

Lumber Liquidators debuted the application at the International Builders’ Show, which is taking place this week in Las Vegas.

“Customers that previously thought certain floors were out of their price range will now be able to quickly pull up pricing information, specs and details about the product right on their mobile device,” Mr. Pescara said.

“This app gives homeowners the tools they need to make the flooring purchasing process much easier,” he said.

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Dan Butcher is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach him at

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