As a flooring retailer, you know that accidents happen—whether it’s a spilled nail polish, a pet mishap, or a dropped pot that leaves a deep dent. Customers invest in beautiful new flooring, but everyday life can take a toll. That’s why offering Accidental Damage Protection is a smart way to give your customers peace of mind while also increasing your revenue.
But simply offering our accidental damage protection plan isn’t enough. How you market it makes all the difference.
Here’s how you can effectively promote Accidental Damage Protection in your store and online.
- Create a Web Page Dedicated to Accidental Damage Protection
A dedicated page on your website is one of the most powerful ways to educate customers about accidental damage protection. It provides a place where shoppers can learn about the benefits before they even step foot in your store.
What Should Your Web Page Include?
- A clear explanation of what Accidental Damage Protection covers (spills, stains, dents, pet accidents, and more).
- Key benefits for customers—like saving money on costly repairs and extending the life of their flooring. Make sure you explain that there are no service fees and no deductibles.
- Simple, easy-to-understand language that answers common questions.
- A call to action, such as: “Ask us about protecting your new flooring today!”
If you’re not sure where to start, Centricity can provide guidance on creating your webpage—just reach out!
- Use Free In-Store Marketing Materials
Once customers are inside your store, strategic signage and brochures can help drive home the importance of protection. Centricity provides several free marketing tools to make selling protection easy:
- Consumer brochures – Hand these out during the shopping process to introduce customers to the benefits.
- Three-sided countertop signs – Place these near checkout areas, design centers, or anywhere customers make decisions.
- Clings for flooring samples – These small stickers can be placed directly on flooring samples, reminding customers to ask about protection.
By using these materials, you keep the conversation about protection front and center without having to rely solely on verbal explanations.
- Create Custom Store Signage
While Centricity provides free signage, you can go a step further by creating your own custom materials to fit your store’s aesthetic. Consider:
- Posters and banners placed near flooring displays.
- Hanging signs or floor decals that emphasize “Protect Your Investment.”
- Digital signage if you have in-store screens—showcase testimonials or quick explainer videos.
The more places customers see the message, the more likely they are to ask about coverage.
- Train Your Sales Team to Sell Protection Effectively
Even with great signage and brochures, your sales team plays the most critical role in selling protection. Make sure they:
- Bring up Accidental Damage Protection early in the sales conversation, not just at checkout.
- Use real-life examples of spills, stains, and accidents that could cost customers money.
- Answer common objections – If a customer thinks they don’t need protection, explain how even careful homeowners can experience unexpected accidents.
A simple phrase like, “Would you like to add protection so you don’t have to worry about spills or damage?” can go a long way.
- Promote Protection on Social Media & Email
Your marketing efforts shouldn’t stop at your website and store. Use social media and email campaigns to remind customers why they should invest in Accidental Damage Protection.
Social Media Ideas:
- Customer testimonials about how protection saved them money.
- Before-and-after photos of flooring accidents.
- Short videos explaining common flooring mishaps and how protection helps.
Email Marketing Tips:
- Send a post-purchase email offering protection if the customer didn’t buy it in-store.
- Include Accidental Damage Protection details in your regular newsletters to keep it top of mind.
- Offer Protection at the Time of Installation
To encourage more customers to opt for protection, don’t forget to give them one more opportunity to purchase it when your installer visits their home.
A well-timed request can help push hesitant buyers toward making the smart choice.
Final Thoughts
Marketing Accidental Damage Protection isn’t about pushing an extra product—it’s about helping your customers protect their investment while increasing your revenue. By creating a dedicated webpage, using in-store signage, training your sales team, and leveraging online marketing, you can make protection a natural and easy upsell.
Need help getting started? Centricity provides free marketing materials and support to help you maximize your success. Contact us today to learn more!
