Virginia Tile Case Study

Trilarity armed Virginia Tile with actionable insights into changing market dynamics.

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Client Overview

Virginia Tile is a leading US distributor of ceramic tile, natural stone, resilient flooring and woodworking products. The company sets the standards for style, design, and attention to the requirements of its clients.

In 2016, Virginia Tile acquired two leaders in the industry, ISC Surfaces and RBC Tile and Stone. The company now serves residential and commercial customers across fourteen states, representing the finest manufacturers and suppliers in the industry.


Wholesale distributors in many industries face constantly changing end-user preferences, retailer consolidation, and threats of disintermediation as well as the plethora of market implications posed by the ongoing growth in e-commerce. To help expertly navigate these waters, distributors like Virginia Tile realized the need for real- time, unbiased market intelligence.

The Solution

Trilarity had in-depth conversations with over thirty of the market’s most influential tile/flooring dealers. The conversations yielded insights into the most critical factors in the tile specification/purchasing decision, and how Virginia Tile was performing relative to these factors. We also uncovered key insights regarding changes in end-user preferences and actionable competitive intelligence.

"I was really impressed with Trilarity’s work during the entire process. The professionalism demonstrated in their conversations with our most important customers was exceptional. And the insights generated through these conversations helped us craft critical changes in our approach to the market. I would recommend Trilarity to any company that is committed to improving their market intelligence, is open-minded, and ready to see positive change."

Steve Ziessler
Chief Executive Officer, Virginia Tile

1. Re-positioned product mix to address unique changes consumer preferences across geographic markets.
2. Enhanced aspects of service identified as most critical in the tile specification decision.
3. Strengthened relationships with key dealers, increasing wallet share.

The Results

Trilarity’s Voice of the Customer program provided the market intelligence Virginia Tile needed to implement a variety of actions across the organization. These actions led to accelerating revenue growth as Virginia Tile won several new dealer relationships and increased share of wallet with existing dealers.