In episode 265 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews James Pope, director of marketing and sales operations at FLOR, a customizable flooring company. Listen in as Pope describes what makes FLOR unique in the marketplace, how the COVID-19 pandemic has affected the company, and the significant growth it has seen in its direct-to-consumer (D-to-C) business.

Pope shares what solutions FLOR has implemented to manage and convert a surge in online traffic during the pandemic, including a previous investment in Salesforce Marketing Cloud, and how his team is utilizing customer data to create personalized shopping experiences. In addition, he explains the changes he's seen in customer behavior in recent months due to the health crisis, as well as how FLOR's messaging has changed. Lastly, Pope addressed how FLOR's design team adapted to offer customers virtual one-to-one consultations and the other digital innovations the company has implemented as a result of the COVID-19 pandemic.

James Pope is director of marketing and sales operations for FLOR, and has spent the last 25 years working in the retail sector. He joined FLOR in July 2017 and leads integrated marketing planning and execution for the brand across all channels: FLOR.com, the FLOR catalog, commercial sales, and indirect accounts. As the strategic brand leader, he's responsible for product development, inventory, creative, marketing, digital strategy, sales, customer service, and operations. Prior to joining FLOR, James held a variety of marketing leadership and business analysis roles with Ballard Designs, Storehouse, a multichannel retailer of home furnishings and accessories, and Impact Consulting Services, a consulting firm focused on furniture manufacturers and retailers.