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From Home Furnishing Business
Empire Today Creates Redefined In-Home Shopping Experience
January 29,
2025 by Karen Parrish in Business Strategy, Industry 
Empire Today, LLC, a leader in direct-to-consumer flooring, is setting a new standard for home flooring projects with a redefined in-home shopping experience, Empire's Home Floor Advantage™. Empire Today spent months researching the various methods available for consumers to purchase flooring and has created this customer-first approach based on feedback and insights on what drives the highest level of satisfaction in the product and enjoyment of the experience. This initiative is designed to meet the needs of today's flooring consumers who value ease, expertise, convenience, and transparency.
At the heart of Home Floor Advantage is an Empire Today flooring expert who visits customers in their home to guide them through every step of their flooring purchase. This seamless process from selection to installation begins with a consultation, during which the expert provides personalized guidance and a carefully curated assortment of samples to help customers ensure they have selected flooring that complements their lighting, décor, and lifestyle.
Customers also receive an all-inclusive pricing estimate* with no hidden fees, so there are no surprises down the road. From there, Empire Today takes care of the rest, including scheduling installation as early as the next day** for in-stock styles or on a future date that works best for the customer. With Empire's Home Floor Advantage, you can enjoy new floors with confidence, knowing you have chosen the right product for your space—all without ever leaving your home.
"We want to put the joy back into transforming your home," said Brian Hutto, Chief Executive Officer, Empire Today. "Our flooring experts bring deep knowledge and a variety of samples directly to you, provide upfront pricing, and assist our customers throughout their installation journey, ensuring an incredible experience. That's our one-of-a-kind Home Floor Advantage."
The experience will be featured in a new advertising campaign, Better at Home™, which showcases why shopping at home is best. The new ads highlight the simplicity, convenience, and expertise offered through Empire.
The campaign will also feature a reimagined version of the brand's beloved 800-588-2300® jingle and will be seen nationwide on television, digital, and social media.
"We're bringing a fresh energy to the Empire Today experience," added Hutto. "The updated advertising celebrates our history, but more importantly, points toward our future while capturing the spirit of innovation and professionalism that defines Empire Today."