JGSullivan Interactive helped Armstrong Flooring increase sales and reduce the time between shopping and purchasing with an event-triggered outbound email program. We helped Armstrong identify and separate owners from shoppers and then segment the shoppers into individual needs-based categories to which our system sent customized email messages at timed intervals. Emails were further customized as consumers transacted with the various shopping tools offered in the messages. Ongoing surveys and analytics proved that consumers in pre-buy shopping mode were more likely to purchase Armstrong Flooring after receiving customized email messages. And, those consumers purchased in a shorter time frame than those not involved in the email marketing program.