Daltile, Marazzi, American Olean’s Technology-Forward Booth At TISE
Integrated Digital Technology, HGTV’s Chip Wade and “Daltile Virtual Home” to be Showcased at TISE
During this week’s The International Surfaces Event 2018 (TISE), Daltile, Marazzi and American Olean will be prominently integrating digital technology into their shared booth space via 28 strategically placed iPads, a virtual reality home, selfie stations, a 600 square foot animated LED floor/wall main stage full of live presentations and an additional 1,200 square feet of video playing throughout the space.
“Our Surfaces booth this year is very technology-forward, to align with the way each of our brands and their respective marketing programs are currently reaching consumers,” said Paij Thorn-Brooks, vice president of marketing for Dal-Tile Corporation. “Today’s consumers are well-informed. Because of the internet, there are countless resources available where they can educate themselves on just about any topic.”
“One of the key ways we engage with in-market consumers is through our Daltile, Marazzi and American Olean digital channels – websites, social media, online coupons and other methods,” said Thorn-Brooks. “Most consumers are researching online in some form, so whether it’s through inspirational photography that helps a consumer find their style, detailed product information, online sample order and delivery programs or pointing them to a trusted retailer, our goal is to provide what they need digitally to move them from the consideration phase to the in-store selection phase.”
“Once there, connecting the online and in-store experience is critical to the success of a brand,” added Thorn-Brooks. “Because we live in an omnichannel world, consumers can experience our brands any place, any time and at multiple touch points – sometimes even simultaneously if they’re in-store and on their mobile device at the same time – and that happens often. We know it’s important to provide the right kind of information at critical touch points during the purchase journey, and it almost always starts with digital.”
Daltile Virtual Home
Expert craftsman, celebrity designer and host of HGTV’s Elbow Room, Chip Wade, will be on hand in the Daltile booth (Booth #5603) on day one of Surfaces 2018 talking about design trends and debuting the Daltile Virtual Home that he has helped bring to life in coordination with the brand.
In his trademark fun and personable style, Wade will conduct full digital “tours” of the 360-degree virtual home. Wade’s walk-throughs will be projected onto a 600 square foot animated LED floor/wall screen on the Daltile main stage and also broadcast to the greater Surfaces exhibit floor audience via overhead screens encircling the outside of the booth. The goal of the Daltile Virtual Home is to show how tile can be used throughout an entire home, inside and out, as well as the many unique ways in which tile can be showcased in a home.
“We are very excited to have Chip Wade help us debut the Daltile Virtual Home in our booth during Surfaces,” said April Wilson, director of brand marketing for Dal-Tile Corporation. “As always, Chip is a fan favorite and everything he presents becomes an enjoyable experience for attendees. And, the home itself is fabulous! We have designed it to be a ‘flex home’ in a Modern Farmhouse look and feel. Today’s popular flex home concept accommodates the multi-generational lifestyle where older parents may live with their children and grandchildren, or students may leave for college and then come back home to live during graduate school or while getting established in their first full-time job. Chip will not only host the walk-throughs of the virtual home, but he will also talk about why he selected the products used in the home’s design.”
The following is Wade’s presentation schedule on Tuesday, January 30:
- Design Trends 10:00 a.m. and 1:30 p.m.
- Virtual Home Tour 11:00 a.m. and 2:30 p.m.
“The Daltile Virtual Home is just one touch point for the brand to reach consumers,” added Wilson. “Daltile is an innovative brand, not only with our products, but in our digital outreach. Today’s consumers spend a great deal of time online conducting research before and during the selection process. Digital inspiration like the Daltile Virtual Home helps them imagine the possibilities of tile.”