Making Affordable

Tile Stand Out:

A Visual Strategy

That Drove Sales

Advertisement featuring blue ceramic tiles and wood paneling in a shower, with text promoting affordable tile options under $7. Includes a QR code and pricing details for the featured tile.

The Challenge:

The Tile Shop was often perceived as a high-end, expensive retailer, leading to missed opportunities with budget-conscious customers. While the company offered tile at various price points, there was no clear in-store communication to highlight these affordable options.

To address this, the Buying and Retail Operations teams launched the Middle Market initiative, focusing on supplying customers with tile solutions under $7 per sq. ft.. I owned the in-store program and developed a cohesive visual strategy to clearly communicate this new offering to customers.

The Solution:

I introduced a color-coded system using Orange to designate budget-friendly SKUs,

ensuring clear visibility and consistency throughout the showroom. The program elements included:

Green tiled shower wall with wooden accent, black showerhead, and promotional text for budget tiles with QR code.
Display of blue and wooden wall tiles in a store with a sign promoting tiles under $7, featuring an orange tag and QR code for more information.

🟠 End Panel Graphics

    • Headline: Beautiful Tile for Every Budget

    • Subtext: Look for the Orange tags throughout the showroom for tiles under $7 per sq. ft.

Promotional image featuring Cool Blue Ceramic 12x24 wall tile, priced at $6.99, and a shower with blue tiles and wood paneling. Orange CTA
Advertisement featuring a wall with cool blue ceramic tiles and shower fixtures. Orange CTA

🟠 Customer Handouts

    • A QR code linking to an online collection of all tiles under $7, creating a seamless omnichannel experience.

Calacatta Brillante tile display with price tag and promotional sign. Orange CTA. Call to Action.
Advertisement with text: 'Beautiful Tile for Every Budget. Tiles under $7' on an orange background.

🟠 Orange Drop-Down Tags

    • Attached to qualifying Products to instantly highlight affordable tile options for customers.

The Impact:

📈 Sales Growth & Executive Praise:

  • Middle Market became a second highest revenue-driving category for the company in the 2024 fiscal year

  • YoY Revenue increase of 28% since inception of Middle Market Program in Q2 2024.

  • Executives praised the program for its cost-effective execution and significant sales impact.

💡 Improved Customer Perception & Engagement:

  • The Orange system made budget-friendly tiles instantly recognizable, increasing customer confidence in affordability.

  • Sales staff had a tangible tool to guide conversations with price-conscious shoppers.

🌎 Omni-channel Success:

  • The QR code feature bridged the in-store and online experience, driving engagement beyond the showroom.

Conclusion:

By leveraging smart visual merchandising and low-cost graphics, I successfully reinforced The Tile Shop’s commitment to affordability while maintaining its premium brand image. The Middle Market initiative proved that clear, simple communication can drive major revenue growth and improve customer perception.