Leggett & Platt highlights premium pads including branded Scotchgard and Stainmaster products.
One of the most critical — and profitable — components of carpet sales is something that is only seen in stores and often treated as an afterthought. Carpet cushions and underlayments might not be the most glamorous part of carpet sales, but it’s just as important and can also be the driving force to more profitable sales and more satisfied consumers.
The issue, cushion suppliers said, is making sure dealers are adequately educated about upgraded cushions and then communicate those benefits to consumers.
“Dealers should take the time to educate themselves and their sales team on the benefits of the higher end carpet cushion,” said Jeff Briney, vice president of sales, Innocor Foam Technologies.
“It really comes down to educating the retailer,” agreed Randy Dye, product/marketing manager at Leggett & Platt. “The most important thing is for the retail sales associate to know enough of the key points to mention it at point of sale. The consumer is pretty bright, it doesn’t take a lot to convince them.”
Premium carpet cushions “step up sales” when sales people realize that carpet cushions and pads are an integral part of the flooring system and present them as such, explained Andy Stafford, marketing manager, Healthier Choice Flooring.
“It is too easy to let the cushion decision become an after-thought. How do you think consumers would respond if they were presented with an option that would allow their carpet purchase to look newer longer, feel great underfoot for the life of the install, all without harmful toxins or off-gassing?” he said.
And Stafford said dealers should be proactive when merchandising their cushion products.
“I have been in so many stores where the pad/cushion bag samples were piled up in corners or even missing,” he explained. “I would recommend creating a small, organized presentation area where the customer can demo their carpet choice with the different cushion options.” Healthier Choice provides dealers a free standing cushion display which allows for sample bag and literature storage while featuring a demonstration area.
One thing that suppliers said they try to impress on dealers is to have consumers experience the cushion, rather than just hold it.
“They should always keep the samples in sight for consumers to view and experience — it will invite questions and dealers can educate the consumer on how the better cushion will last longer and makes the carpet feel better underfoot,” Innocor’s Briney said. “We’ve also seen dealers put out a ‘cushion walk’ where consumers can feel the difference between ‘good,’ ‘better’ and ‘best’ carpet cushions, which really helps to sell the higher end product.”
Leggett & Platt’s Dye agreed but said dealers too often focus solely on the carpet sale and treat the cushion as an afterthought. “So many people get caught up in the carpet but they don’t pay attention to the cushion. That’s where the comfort is. The educated retailer will always present a good, better and best test, and some even show premium choices. It’s all about providing the opportunity for the consumer to experience the difference.” He added that the biggest mistake sales associates make is squeezing the cushion, rather than putting it on the floor where it will be used. “You don’t walk on it with your hands, get it on the floor and walk on it.”
Properly displaying higher end cushions will lead to more profitable sales, suppliers said. “For dealers, the main benefit of selling a higher end carpet cushion is increased profit and a unique premium product offering that is competitive and consumer satisfaction,” said Briney.
Putting the quality in cushion
Cushion and pad vendors are producing more advanced and premium products. Leggett & Platt is focusing on its DuraPlush line, which, Dye said “makes a good carpet so much better.” He also said the company continues to push the envelope in anti-microbial products.
Innocor is highlighting its Cushioncor Supreme Memory Foam Carpet Cushion that incorporates memory foam for additional support. Higher end cushions also feature anti-microbial benefits and moisture guards. The new Cushioncor Supreme Gel Memory Foam Carpet Cushion also incorporates foam research and technology for additional support, durability and comfort.
Healthier Choice cushions feature a lifetime no-crush warranty, including installations in high traffic areas and over stairs. The cushions are Greenguard Indoor Air Quality Certified as well as Greenguard Children and Schools Certified, which “gives assurance that products designed for use in office environments and other indoor spaces meet strict chemical emissions limits, which contribute to the creation of healthier interiors,” said Stafford.