1000+ requests per month – online demand that sells directly through dealers
Floer doesn't sell directly to consumers – but through dealers. The challenge: creating demand and brand preference so consumers buy at a dealer.
Scalable growth through a strong funnel where online marketing directly drives offline sales through dealers.
How it unfolded
- 1
First phase: Building online demand: ads and content that generate sample and collection book requests.
- 2
Second phase: Scalable request stream: 1,000+ qualified requests per month routed to dealers.
Not every phase was growth - that's exactly where we made the biggest leaps.
Result
1000+ requests per month
Online demand that sells directly through dealers.
The brand
Floer
Floer is a Dutch flooring brand focused on high-quality, stylish floors, with a strong dealer network in the Netherlands and Belgium.
No webshop. No direct sales. All conversion happens offline – at the dealer.
floer.nl – premium brand, no direct checkout
Starting point
Where it got stuck
Floer doesn't sell directly to consumers, but through dealers. The challenge wasn't direct conversion, but creating demand and brand preference.
- — No direct e-commerce
- — Traditional marketing hard to scale
- — Little control over online demand generation
The problem: how do you scale online marketing when sales happen offline?
Proof
No talk – just results
Ongoing partnership with scalable results – online demand that sells offline.
1000+
Brochure requests/month
100.000+
Collection books requested
NL + BE
Active markets
Full funnel
Social + Search + Email
Sound familiar?
- —You sell through dealers, but have no grip on online demand
- —Marketing feels like a cost, not a growth engine
- —Your competitor invests more, but you have better products
- —Lead generation doesn't scale with your ambition
This is exactly what we help you with
We build this system together with you. No theory - execution.
You speak directly with the team. No sales layer.
The approach
We don't build a webshop – we build demand
Full funnel strategy with social ads, Google Ads, email and content – focused on inspiration, lead generation and dealer activation.
Ads & structure
- → Meta ads as primary channel (top funnel + lead generation)
- → Continuous creative testing (video & visuals)
- → Focus on brochure book and sample requests
- → Google Ads (search + display) without shopping, targeting generic and competitive terms
Meta ads – product and sample campaigns
Collection book request – requested over 100,000 times
Content & conversion
- → Strong visual content (video + lifestyle imagery)
- → Focus on inspiration and interior experience
- → The collection book as key conversion tool – requested over 100,000 times
- → Creatives also used across multiple channels
Email & retention
- → Automations after brochure and sample requests
- → Actively following up leads and converting toward purchase
- → Updates about new collections to existing database
Operations
- → Lead generation connected to physical dealers
- → Marketing fully set up for demand creation instead of direct sales
- → Efficient funnel from inspiration → request → purchase via dealer
"We don't build a webshop – we build demand. And that demand translates directly to sales at dealers."
WindroseHQ
Why this is hard
Most brands don't fail on knowledge - but on execution
- —Online marketing without direct checkout requires a different approach
- —Most agencies optimize for ROAS - but there's no webshop
- —Creating demand is harder than capturing demand
This is exactly where we help.
Based on €10M+ brands we scale ourselves.
You'll immediately see where you're leaving profit on the table.
Want to build this for your brand too?
No standard process. We work with a select number of companies – and build scalable growth together.
You speak directly with our team – no sales layer in between.
We work with a limited number of brands at a time.
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