“Online marketing gives us the opportunity to reach a customer base that we weren’t able to reach before.”Kim Matthews
Digital Marketing Director
When Sam Longwill opened his first surplus carpet store in 1967, it just made good business sense. “He figured he’d take a run at selling all of the rugs he’d accumulated in the rug cleaning business over the years,” his grandson Michael Longwill explains. Three generations and over half a century later, Carpet & Tile Mart has become a one-stop shop for all of the Mid-Atlantic’s flooring needs. They carry carpets, decorative rugs, hardwood flooring, ceramic tiles, luxury vinyl, laminate flooring, and more. “We’re not your average carpet and flooring store,” Michael says proudly. “Most home improvement stores have two aisles dedicated to carpets and flooring. If you take those aisles and blow them up by 100 times, that’s us.”
For decades, Carpet & Tile Mart relied on print and television advertising to reach their customers. In recent years, however, “we have moved more and more to digital,” says Michael. “This is what’s effective now.” The company launched their first e-commerce website in 2015 and uses AdWords, Google’s advertising program, to connect with consumers searching for their products. “Last month, about 40 percent of our online traffic came through Google ads,” says Digital Marketing Director Kim Matthews. AdWords also works with their Google My Business listings to drive foot traffic to their physical locations. “We are one of the few companies that are continuing to open stores and grow their brick-and-mortar business,” she adds. And YouTube provides a platform for sharing the company’s long history with customers. The 51-year-old business posts fun commercials and videos from decades past to show how far they’ve come. “The videos are a blast from the past for us. They let us look back on some of the trends from the ‘70s and ‘80s and have a little fun with our audience,” shares Kim.
Carpet & Tile Mart now operates 12 stores across Delaware, Pennsylvania, Maryland, New Jersey, and South Carolina, totaling over 600,000 square feet of retail space. Their online sales continue to grow at a double-digit rate every year, and over one-quarter of their advertising budget is now committed to digital. “It’s our goal to give customers the best shopping experience possible, one you can’t find anywhere else,” Kim says. “To do that, we need to make our online and store experiences seamless for the customer. So whether you’re shopping at home or in our stores, we can help you get the right tools you need to complete your project."