Broadlume CEO Todd Saunders is encouraging flooring retailers to "do the work" to fast track their goals in 2023. 

"In a recession, in tough times, you have to actually put in the work to get through it," Saunders said. "That's been our motto this year to get through hard times. You just got to roll up your sleeves and get to work, and that's why we're here: to partner with you."

Broadlume kicked off its #DoTheWork campaign at The International Surfaces Event in Las Vegas, inviting retailers to sign a poster, committing to "do the work", and those who did received limited-edition t-shirts and stickers. Saunders said the company currently has between 3,500 and 3,600 retailers signed up for their digital programs, with retailers averaging around $1 million to $2 million in sales annually. 

The work in 2023 is investing in digital. "We're looking at different ways to increase efficiency, which obviously means improving margins," Saunders said. "In easy times, like during COVID when you couldn't keep flooring in stock because people were buying so much, you didn't have to care about every little percentage or every little point. Now you do, and we give you the tools to understand every little point, every little percentage, every little efficiency. And you could save three points on margins and commissions."

"Cash is king during a hard time, and that's what retailers are focused on," he added.

Saunders said the company is doubling down by launching new products and features, like Broadlume Payments, an integrated payment platform designed for flooring retailers that helps them get paid by customers faster and pay a lower percentage on big-ticket jobs. Transparent pricing informs retailers how much the transaction costs with each swipe (2.79%) and non-swipe (2.99%). The solution can be integrated into the dealer's website and flooring software, allowing retailers to accept payments online and via text.

Broadlume also partnered with various flooring manufacturers to develop an e-commerce sample program. Online sample ordering will be fulfilled by the flooring manufacturers and distributors partnering with Broadlume, which includes Bella Flooring Group, The Dixie Group (Fabrica, Masland, TruCor), Hallmark Floors, JJ Haines, Stark, and Revolution Mills. Customers will receive their chosen products in custom packaging direct from the manufacturer via next-day fulfillment.

This option is placed directly onto the dealer's website. The program creates the ability to text with shoppers who are on retailer’s websites and combines it with an in-store visualization experience that is proven to reduce the sales cycle, increase customer satisfaction, and referrals. This partnership will help retailers increase online visibility, attract more customers, and drive more sales.

"The great manufacturers set themselves apart with the retailers," Saunders said. "The retailers are exhausted by every rep coming into them and offering them a hard surface product. We want to offer manufacturers a way to differentiate themselves, and this is one good example of how to do it."