Columnist

Tune Into Truths

Friday, February 23, 2024

There are a lot of promises and claims being made about rigid core as a category. What we do know to be true is that it is propelling the luxury viny tile category forward in market share gains not seen by any other ﬂooring surface today.

A lot of that momentum is coming from the constant innovation in the category. Everything from design technology to performance attributes, suppliers continue to improve what has been a category with meaningful promises.

At the same time, it is important to understand what the reality is so that you can manage your customer’s expectation. First, not every rigid core product is made the same, so understand which ones have put muscle behind dent, scratch and stain resistance or are employing unique design technologies that bring a level of realism that is easy to mistake for real wood or stone at ﬁrst sight, for example.

And there is also the installation system that contributes to how a product will perform over time, especially when it comes to dimensional stability and waterproof attributes. For a truly waterproof ﬂoor, not only does the ﬂooring need to be properly constructed but it needs to be installed in a way that doesn’t allow water to seep through the edges. Locking systems are a critical component.

Because of claims and conversations, it’s important to know and understand a product’s warranty — what it covers and for what period of time. Transparency with the customer is paramount to building trust and, ideally, a repeat customer.

Sustainability is becoming a selling point too so get to know any story around that as well — perhaps an investment in a construction that is made responsibly or other initiatives being taken that can make the customer feel good about what they are purchasing. Transparency around all attributes is really a cornerstone to good salesmanship.

Rigid core ﬂoors are indeed made to perform and as you go through this Floor Covering 101 Guide, you will learn about each subcategory of rigid core, what its performance promise is, how it compares to sister products, what spaces it will work best in and the latest in sustainable practices.

We also know that what the product looks like is top of the list for the in-market customer, so we’ve provided a look at the latest trends from color palettes to technologies that bring greater realism to the category inside this Guide.

FCW’s library of Floor Covering 101 Guides is aimed at arming you with everything you need to talk conﬁdently to the customer. If you need to go back to the basics, you can access the full portfolio at FCW1.com.