CAPEL LAUNCHES PREFERRED
DEALER WEBSITE PROGRAM

TROY, NC --  Capel, Inc., has officially launched its Preferred Dealer website program, according to Bud Young, vice president of marketing. The program allows consumers online access to all Capel continuity products, which they purchase through participating Preferred Dealers.

"Our goal is to have 50 Preferred Dealer websites operating by the end of the Summer," said Young. "It may grow to more, but 50 will give use good coverage of the continental U.S. Later, we will expand to Canada, Hawaii and Alaska.

Capel has been operating a pilot Preferred Dealer program since Spring. It is now available to dealers nationwide.

 

"The storefront sites are available to Capel dealers so that they can increase revenues and provide consumers with full access to secure online shopping.  Each customizable site offers Capel's full continuity line  and is regularly updated with new products," he said.

In order to qualify for the program, retailers must have a physical bricks-and-mortar store and an ongoing relationship with Capel.They must also have customer service capability, Young explained. "The cost of participation is nominal, it involves an e-commerce hosting fee which links the retail store to the Capel data bank.

 

Consumer make their rug purchases in three ways, said Young:

1.  Using only the Internet, the consumer clicks, points and buys.

2. The consumer makes a phone call to the dealer on record and asks for specific assistance.

3. The consumer visits the store to make an in-person purchase.

In the pilot phase of the Preferred Dealer program, returns have accounted for less than 1% of sales, said Young. "In case of returns, we leave it to the dealer's discretion. The consumer can pay a nominal re-stock fee and return it to the retailer. The retailer can then keep the item in the store's stock or return it to Capel at no cost," said Young.

 

Consumers access the Preferred Dealer website by visiting the Capel website, www.capelrugs.com, and selecting a rug for purchase. After the rug has been selected, the consumer enters his or her zip code and gains online access to the Preferred Dealer in her area.

The consumer can order Capel's full continuity line, including over 15,000 rugs, padding and cleaning supplies online through the Preferred Dealers program.

 

"By linking the convenience of online shopping to retailers'
existing brick and mortar presence, Capel is leveraging online technology in an innovative way that values existing dealer relationships," according to Young. "The new  e-commerce sites expand Capel's product footprint in multiple markets and support local economies across the nation."
 

 Offering diverse search options, Preferred Dealer websites allow consumers to  search by color scheme, designer or style to select a rug to match any décor
in a wide variety of constructions, shapes and sizes.   

06.29.09
 

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