Page 2 - Demo

2 | September 2022
Colonial Marble and Granite: A Case Study
Slippery Rock Gazette
Continued from page 1
For example, the data can include pricing, tool setups and variables that affect their whole quoting process. Our tool is very front-heavy in the typical work- flow for the whole initial expe- rience including conversion and sale. Our tool gathers customer information, designs, specs, quote information, job information and notes, contracts, etc. The API inte- gration is used to pull our infor- mation out and into an accounting or production management sys- tem. Once a job is signed-off on, it moves into a production man- agement system, ERP or what- ever they’re using where the final data is easily. We do have the capability of creating a job within their production management tool too if needed.
SRG: Nikos, when you first in- stalled the Quote Countertops system (in 2014), what was the learning curve and onboarding process like?
Nikos: From where it was to where it is today, the technology has really evolved. When it came on the market, there was nothing like it available. So, we were get- ting an immediate benefit on the tool, providing an stone shop-type of shopping experience, online, that had never before existed in the market place. We would get feedback from the sales reps, and the experiences that our custom- ers were having. We were able to improve the overall online ex-
perience. I think that the Quote Countertop team has done a great job with the technology continu- ing to evolve, creating different features and functionalities that got us all to where we needed to get to, which is conversions, and to get the customers to go through the process. It is significantly better today than what it was in the beginning, but then it was a new tool in the marketplace, and now, the functionality has really expanded. But even back in 2013- 14, we saw instantaneous success, because there was nothing like it. There was nothing out there that allowed for that online interaction to occur for our customers.
SRG: Did the software change the game for your company during the pandemic?
Nikos: I joke with Frank and the guys about that! Everyone went through an online purchas- ing experience because people didn’t want to leave their homes. Well, now they’re accustomed to it, right? Quote Countertops is the only thing out there that takes them through that countertop shopping journey, and of the very few estimation tools I’ve seen that have its capabilities. But through the pandemic, specifically, it was incredible. Because we had the right tool to interact with the cus- tomer at home and really engage with them. And, you know, we are moving into a world for the last decade where you go to your phone or your computer to search for things. And now, we
have this tool that allows us to engage. With the buying cycle moving online, you’re sitting at home, and you have nothing but time to waste. You’re looking at your ugly kitchen or your ugly bathroom – remember, the soft- ware does bathroom visualization as well, and it does really well for us. So, we have those unique resources on our website, and it’s been fantastic throughout the pandemic.
Overall, It’s really aligned with what we thought, and still believe: that online is where the majority of the buying process for counter- tops occur. If you are prone to use software for countertop purchas- ing, that’s an option we’re provid- ing online, and that’s something (countertop companies) will see significant growth through.
SRG: You’ve been telling us about Enterprise, basically the top-level package. What features are avail- able with the other subscriptions? Steven Fiumara: So, our soft- ware is not a one-size fits all solu- tion. Depending on the goal or needs of our customers, we offer several options from standalone visualization to a basic package. All of our subscriptions include lead generation and lead capture and are easily integrated into our customer’s marketing plans and tactics, including websites, social media platforms like Facebook or Instagram, email marketing and even traditional advertising.
Our Basics subscription includes visualization and lim- ited, or basic online quoting. The goal is to create engagement
The Square Foot Calculator built into Quote Countertops software now features an interactive slab layout tool for fabricators.
Top: The integrated Square Foot Calculator makes it easy to draw out and measure countertop space for quoting purposes.
Above: The backend CRM allows tracking of leads and jobs, from quote to completion.
online both in the ability for cus- tomers to start a design, and also build an accurate quote. With the Basics subscription, full show- room quoting, dealer accounts or kiosk options are not included.
The Visualizer subscriptions are pretty self-explanatory. We offer either a single visualizer (e.g., Kitchen Visualizer) or a combo visualizer (includes both room visualizers). Visualization gives consumers the ability to custom- ize products in a kitchen or bath- room, like countertops, cabinets, appliances, etc. and “visualize” or see what their project could look like. With the Visualization subscriptions, there’s no quoting involved.
Kitchen and bath shops love the Visualizer, because they’re not just quoting countertops. They’re quoting full kitchen remodels, and if they don’t want to build out a whole quoting tool for their kitchen remodel, they can at least benefit from the lead generation that comes with being able to use it. Sandra explained how the tool can be used on social: to engage customers and let them design their dream kitchen or bath.
Really, Sandra did a great job of explaining how Colonial draws customers from that.
Again, our subscriptions are not a one-size fits all. Different cus- tomers have different goals or needs. In terms of subscription options, we offer both monthly or annual payments.
Frank Sciarrino: Nikos, I remember that you were tracking results a few years back: you gen- erated around $12 Million online from the visualizer and quot- ing tools on your website alone. And your conversion on those leads and quotes was over 30 per- cent. So, just from online encoun- ters, you’re bringing in more jobs than some countertop shop do in a couple of years.
Nikos: And what’s really great about it. First – we get the poten- tial customers connecting with us.
Secondly, if we’re able to get those customers through our doors, we have an over 50% con- version on visitors who have made their way from a web encounter to our showroom.
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