myheadlam set for August debut alongside larger retailer push

Headlam is to launch a transactional app next month as it looks to increase the number of orders to processes digitally.

The myheadlam app will have a soft launch to a pilot group in August before being available to all customers.

At the moment more than three-quarters of the group’s orders are taken by telephone. Just 16% of orders are online.

myheadlam has been developed in-house after feedback from customers and focus groups. It will feature personalised settings, a search engine, real-time availability and pricing, in-app ordering, room measurement and visualisation and order and delivery history.

The development is part of a change of focus of Europe’s largest flooring distributor as it seeks to tap into markets it has previously not seriously targeted, such as multiple retailers including non-flooring retailers such as garden centres, homewares retailers and supermarkets, which it estimates could be a £1bn market.

Multiples only account for about 10% of the group‘s sales through 21 retailers and it has identified another 33 described as immediate targets that National Carpets wants to supply, with a focus on dealing with larger customers as group rather than individual brands or locations.

The focus has been on independent retailers, with sales representatives told to make eight store visits a day and see every customer every six weeks. This has been changed – along with a shake-up of the reduced number of sales representatives – with an increased focus on identifying new customers. 

myheadlam

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