Floor & Décor Introduces Itself With Direct Mail

A direct mail piece from flooring retailer Floor & Décor uses a variety of tactics for its grand opening promotion.

Mailer Name: Floor & Décor
Date Mailed: September 2016

Floor & Décor, founded in 2000, operates 71 brick-and-mortar stores across the country, and is expanding into new markets. The retailer sells hard-surface flooring using a warehouse store format that provides more square footage than its competitors.

The front of this eight-page, 6”x9” self-mailer announces a grand opening in Devon, Pa., a suburb of Philadelphia. The big date is shown twice, and the store’s location and hours of operation are precisely listed.

In the lower right corner, a perforated card also stands out because it's tangible. A shopper who presents this coupon at the new Floor & Décor location any time in the six weeks after the opening is entitled to a free $25 gift card.

A single photo dominates the first inside spread. It demonstrates the store’s expanse and shelf arrangement. Copy emphasizes the company’s low pricing, as well as its product selection.

Grand opening events, like a $1 million drawing on the store’s first weekend, are highlighted. A notice advises customers to take advantage of a limited-time low financing rate on more expensive purchases.

The next two spreads of the mail promotion showcase a wide selection of floor coverings. Products are displayed first by material (tile, stone, wood), then by style. Each one includes a name, photo, dimensions and code number. Larger type shows the price per square foot.

You can see how Floor & Décor builds a foundation for growth by downloading a free PDF of this direct mail piece, courtesy of Who’s Mailing What!.

The Takeaway
Get customers streaming through your doors by offering a taste of the products you carry.