eImprovement.com Builds a New Future with Clicks to Bricks and Mortar
Parent of eFaucets.com acquires Kitchen and Bath Showroom and Supply House
Racine, WI (PRWEB) December 04, 2012
eImprovement.com Stores, an online home improvement retailer with storefronts such as the award winning eFaucets.com, announced today that it has acquired long-standing Denver, based Martz Supply Co. and their Solutions Bath & Kitchen Gallery Showroom. Martz Supply will continue to conduct business under its own name at its supply house and brick and mortar showroom locations around Denver with its management team staying intact.
eImprovement is expanding its business model to connect with other industry segments to give the consumer the best customer experience. While the internet can drive serious traffic there are certain things it can’t do, especially as the project becomes more complex. “This is where a home improvement retailer needs to get on the ground.” says eImprovement COO Michael Fox. “A consumer looking for a single faucet, will most likely buy it online. If they need multiple items and the project becomes more complex, they need personal assistance from a showroom. A full kitchen or bathroom makeover may need a local designer and installer to assist.”
The 6,000 sf Denver brick and mortar showroom will be eImprovement’s first major market test for connecting the online channel with the showroom, design professional and installer segment. eImprovement will send referral traffic from its eFaucets.com website customers with a Denver IP address shopping the site. “We can reduce online shopping cart abandonment by closing the consumer in an expert showroom environment,” said eImprovement CTO Nick Fox. “Based on complexity, need for design or installation services, we will refer them to our local showroom partners. Once the test pilot succeeds, we plan to move this to a national level with additional eImprovement showrooms and a network of independent partner showrooms. This is an additional branding opportunity for our manufacturers since we are a search engine extension.”
Another pressure in the plumbing industry has been the ongoing requirement to have a physical presence and investment in showroom displays in order to be authorized to sell certain brands online and receive advertising cost participation. “It doesn’t matter that eFaucets spends millions in online advertising and online display, the desired investment in order for a manufacturer to control their brand lies in maintaining a brick and mortar distributor and showroom,” said Chief Sales Officer Scott Younggreen. “Martz Supply and the Solutions Bath & Kitchen Gallery showroom meet those strict requirements as the plumbing industry desires to keep things within its current distribution network.”
“The future vision is to create a community between home improvement media properties, the manufacturer, designers, showrooms, internet retail, plumbers, builders, remodelers and wholesalers,” said CFO David Williams. “We are now working on the process of seeking investor and capital partners to help build this technology and fund the rapid growth needed to make this community possible.”
About eImprovement.com Network Stores
Headquartered in Racine, WI, eImprovement.com, LLC is a leading online home improvement retailer with web stores that include the award winning eFaucets.com which is the online leader of faucets, sinks, fixtures and accessories for the kitchen and bath. Major brands carried include Kohler, Sterling, Danze, Moen, Delta Faucet, Grohe, Hinkley Lighting, Feiss, and Quoizel. eFaucets.com recently became one of KOHLER’s game changing Authorized Internet Retailers which paired the list of retailers from 192 down to 17 approved domain names. For further information, visit eImprovement.com.
About Martz Supply
Martz Supply Company is a 50 year old company that began with a wholesale plumbing distributorship on Denver’s north side. Headquartered in Denver, Co it operates a decorative plumbing showroom in Arvada and a wholesale supply house in Gypsum servicing the Vail-Eagle area. Martz carries top brands such as Kohler, Sterling, Delta Faucet, and Moen plumbing brands. For further information, visit Martzsupply.com and SolutionsBath.com