[Dallas] At the Surfaces 2018 trade show, Daltile, Marazzi and American Olean will be integrating digital technology into their shared booth space via 28 strategically placed ipads, a virtual reality home, selfie stations, a 600 square foot animated LED floor/wall main stage full of live presentations and an additional 1,200 square feet of video playing throughout the space, the companies confirmed.
“Our Surfaces booth this year is very technology-forward, to align with the way each of our brands and their respective marketing programs are currently reaching consumers,” said Paij Thorn-Brooks, vice president of marketing for Dal-Tile Corporation. “Today’s consumers are well-informed. Because of the internet, there are countless resources available where they can educate themselves on just about any topic.”
“One of the key ways we engage with in-market consumers is through our Daltile, Marazzi and American Olean digital channels – websites, social media, online coupons and other methods,” said Thorn-Brooks. “Most consumers are researching online in some form, so whether it’s through inspirational photography that helps a consumer find their style, detailed product information, online sample order and delivery programs or pointing them to a trusted retailer, our goal is to provide what they need digitally to move them from the consideration phase to the in-store selection phase.”
“Once there, connecting the online and in-store experience is critical to the success of a brand,” added Thorn-Brooks. “Because we live in an omnichannel world, consumers can experience our brands any place, any time and at multiple touch points – sometimes even simultaneously if they’re in-store and on their mobile device at the same time – and that happens often. We know it’s important to provide the right kind of information at critical touch points during the purchase journey, and it almost always starts with digital.”