Features

Independent & United

Wednesday, November 30, 2022

SFN embraces retail individuality and the power of the network at convention

[Dalton] While Shaw Flooring Network (SFN) held productive and impactful virtual events over the last few years, 2023 will mark the first SFN in-person convention in four years and Danny Crutchfield, vice president SFN, told FCW that the company is really excited for the entire network to be together again.

Crutchfield is also excited about the event’s theme “Independent & United” as it embraces everything SFN members are able to do on their own and the power of members coming together. SFN 2023 will be held in Orlando Jan. 15-18.

“It’s been four years since we’ve had this entire network together,” Crutchfield said. “We did some virtual conventions and events that were really good but certainly not like being together. Especially for the family members. It’s a great time for our families to reconnect with each other and talk about some of the successes we’ve had as a network.”

SFN conventions are in fact unique in that they welcome the entire family. Currently, according to Crutchfield, there are more than 1,000 kids registered. Overall, he said, “It is our largest registration ever with more unique accounts coming than we’ve ever had.”

The theme Independent & United came straight from the SFN Dealer Council meeting held in Idaho in the spring. “It was a great meeting. The discussion defines the objectives around convention — we build it around the goals of members and the Shaw SFN team,” he noted, adding, “I’m proud of the theme.”

Independent & United came from an SFN member in Dallas who explained that, particularly through COVID, they had to adjust and pivot but also saw the power of the network in action. Crutchfield shared their view that “Shaw and SFN allows us to embrace the best of our business, our people, our brand and things we do in our community, but we are united in Shaw and what Shaw does on our behalf.”

Crutchfield continued, “I’m proud of the fact that we listen to our customers. It has allowed us to shape our messaging and content. There are times you want to embrace what you do individually but at other times you want to be connected in a greater way.”

Shaping the Show
The format and content of the show, Crutchfield said, is intentional and focused. “We asked members to complete a survey — we were trying to learn more about our members to better connect them with customers that have a similar makeup. How can we connect those customers to each other for meaningful dialogue because, the power of the network is the network.

”Similar to previous years, SFN retailers will share their stories — things they have done in their business — through video and live on stage. “Our members are all independent but they are all really pressed for time. They are focused on employees, customers, communities. There are things they don’t have the time or wherewithal for, and it’s our job to help them look around the corner and see what’s next,” Crutchfield said.

There is also reflection of what the group’s done “since we last met,” he continued. “And looking forward. No doubt things are changing in the economy, in local communities and nationally from an overall economic standpoint.” Some breakout sessions will focus on how to navigate this. The breakout sessions he said, will be “more focused and actionable so we really encourage members to attend.” Experts from within and outside the industry will be tapped to “inspire, educate and encourage,” he said.

While Crutchfield wasn’t yet ready to reveal who will be there, he did offer, “We have some high-powered internal resources ready to talk about specific topics relevant to business professionals.There are parallels and lessons in how we operate our businesses that we’re excited to share.”

Excitement at the Expo
“It’s very tangible stuff on the Expo floor,” asserted Crutchfield. “Every time we have convention it’s a unique experience. Our Expo is second to none.” In fact, in the planning process for January, he said, they visited expos outside the industry. As a result, “It will focus less on fluf and more on substance. There will be cool innovations around products and solutions. And a couple of new partnerships that members can determine if they make sense for them to be involved in.”

Crutchfield did note that one aspect of Expo will be “reflective of the environment [retailers] work and live in today,” he teased. “We think there is power in community. Shaw realizes how important the local retailers are to their communities.”

Product innovation will be throughout the Expo but one key focus will be the famed Colorwall. “We are excited for members to rediscover the Anso Colorwall at the show. That display has been a workhorse for our members for 20+ years and it gets better and better.”

In 2019, Shaw changed the Colorwall — it moved to white displays, for example. But once again, Crutchfield emphasized, “Our customer and Dealer Council is right in the middle of these innovations. We are excited about the product and program development.”

In Front of the Future
The future and how to navigate what’s to come is another area the network will put energy behind. “We all recognize we are going into different times,” he acknowledged. “When we left (the show) in ’19, we couldn’t have imagined what the future held. Despite COVID, things were pretty good the last couple of years and we’ve experienced success.”

One of the things the company invested in was understanding the consumer journey. “We are going to share what that journey looks like today and then ask, ‘now what?’ What can you do to embrace it and how can you connect to it?” Crutchfield asked. “What does the journey look like today and are you, as individual retailers, and us as a network prepared to deliver the journey the customer is looking for? We’ve done a lot of work behind the scenes and encourage [attendees] to think about how they will embrace it, what they can do and what are other people doing. And we’ll prepare for the next year and beyond.”

Other points to address, he said, “We need to look at things differently and create demand for our products. Shaw has the innovations and a promotional plan and a strategy for next year that will align with what works best in their markets. They are the experts in local flooring retail. But we can give them tools and techniques to create more demand for all our products.”

Crutchfield added, “There are going to be times in the future you have to adjust and move quickly and there are times to unify, come together and move together.”

“It’s the power of being united. Reaching out and connecting and seeing what other people are doing. It saves time and frustrations. We are excited to see our members and their families get out and enjoy this partnership and network. This is why we love this group.” — Danny Crutchfield, SFN