“Sharing the love” for independent retailers.

Build Back Better High Streets began a national move to make us proud of our high streets, making them the prosperous heart of local communities up and down the land. Alternative’s new SHARE THE LOVE, BUY YOUR CARPETS LOCAL campaign builds on this. Research states that nearly 60% of consumers in Britain have bought from local stores and services more regularly during lockdowns. One post pandemic shopping trend shines a light on communities as shoppers want to stay and shop locally.

Lorna Haigh Alternative’s creative and marketing director (right) and Kirsty Barton, the digital marketing manager share the story and tell us why they love it too!

Have shopping habits changed?

Yes, we believe they have and are continuing to change post pandemic. This Alternative initiative builds on, renewed interest in shopping locally and welcomes ‘human high streets’ as places of personality for communities. Consumers are searching out more characterful shops that have high-quality, design-led, well-made products and a friendly professional service on their doorstep.

Tell us about the new campaign?

Alternative has launched a buoyant buy local campaign supported by a major marketing initiative designed to drive consumers to buy from local independent retailers under the slogan “Share the love, buy your carpets locally.”

As a leading brand we have has strong innovative in-store and online packages based on solid expertise. Our design-led products are not available in ‘out of town’ flooring outlets or major department stores. Our retailers are up against the chains but don’t have the resources to compete for consumers. We’re using our expertise and advanced marketing techniques to drive consumers to the high street.

What makes these retailers different?

Alternative believes in independent flooring retailers, which are often family businesses who offer both reliability and service with a smile. Trusted knowledge, backed by trained and accredited skilled flooring fitters is the way to buy your carpets locally and enjoy the experience too.

How does it help communities?

 When you buy local, it stays local. More jobs will be created, your community will prosper, and people will be more connected than ever to their own town or local area. Invest in your local flooring expert.

What are the major marketing initiatives?

• Point of sale 

New POS including the impactful Play Studio. Alternative celebrates its 100th Play Studio install and launches its Play Pod housing award-winning Alternative ranges.

• Click ‘n’ Collect

Through its Click ‘n’ Collect retailers, Alternative are promoting and driving web sales. With bespoke rug and runners using Make Me A Rug, Everyday Favourites and exclusive designer, rugs and runners by Margo Selby, retail partners part of the Click ‘n’ Collect programme will “earn money whilst they sleep.”

• Digital promotion

Alternative has partnered with a top digital agency to drive traffic through Pay Per Click and SEO as well as boosting its social media presence.

• PR and publicity

See Alternative in national publications both digitally and in print. Last month alone has seen its carpet feature in four leading consumer titles from Homes & Gardens to the Daily Express.

• Training to gain

Alternative is committed to its people and training. Through its Play Partners it has sponsored over six natural flooring fitting courses at Fita and a new training package for retailers launched in March 2023.

Why be Alternative?

Alternative’s world is populated it with talented people, manu-crafting innovative products in the most environmentally friendly way.  This is a great British brand built on the pillars of People, Product and Planet. 

For Alternative it’s never just a carpet but design-led flooring that gets as much attention and adulation as any other interiors feature. Exceptional carpets, rugs and runners manu-crafted made from the finest wool, natural and faux fibres where texture, colour, and pattern surprise, excite and delight. 

Alternative, sharing the love for independent retailers 

throughout the land.