riterug flooring
reaching new audiences
and improving media efficiency for
national flooring leader
Based in Columbus, OH—RiteRug Flooring is the largest specialty flooring retailer in the US. This founding father of the flooring industry came to Mutiny seeking a partner to advise full-funnel advertising strategy, improve digital efficiency, and assist a team eager to capture new market share.
The Mutiny team helped RiteRug Flooring reach new audiences, increase store traffic and drive more appointments through a combination of programmatic CTV planning, focused strategy within paid search and paid social channels, and creative differentiation.
purposeful
media planning
A winning advertising strategy understands the uniqueness of each audience group. We’re not talking blanket demographic personas—rather tapping into motivations and how customers engage with their communities and the relationships around them.
The Mutiny planning team worked with RiteRug Flooring to distribute quality campaigns to the right audiences across a variety of media channels. From their Never Stop brand campaign with Ohio State Women’s athletics to action-driving holiday promotions, each activation has a purpose and a goal.
advertising that
drives action
In a crowded flooring market, RiteRug Flooring stands out due to their true expertise as a founding father of the flooring industry. They bring customers a wide inventory of quality product, a team of flooring experts that put customers first, and guaranteed low prices.
As an advertising partner, our goal is to succinctly tell these stories in a way that feels real, relatable and sticks with future customers. Bringing a variety of new creatives and more importantly a scalable test and learn process to digital media channels.
real results.
45% growth
in appointments.
Performance. Performance. Performance. Mutiny helped the talented, dedicated RiteRug Flooring marketing team increase results across multiple key metrics. Including steady growth in foot traffic, in-home design consultations and overall appointments.
LEARNING & ITERATION.
FROM MANY DATA SOURCES.
While every marketer (and executive team) would love perfect attribution—we know that fantasy world simply doesn’t exist. Rather, we worked with the RiteRug Flooring team to pull data from a wide variety of sources, increase visibility to key metrics across the organization, and create a shared understanding of which metrics are directional and which should be primary for decision-making. It’s a puzzle that continues to evolve.