Opinion

Audience Appreciation

Monday, July 13, 2020

Who is your audience? What is the demographic and mindset of the people you serve? And how has that changed over the last several months?

In the face of a global pandemic, we are all acutely aware of the shifts in consumer sentiment. What was important six months ago, may not even make the list today.

In the middle of the worst of it here in New York, I celebrated my birthday. And while in previous years I found joy in something shiny and new, the only thing I desired this year was time with our children and close family members, to safely come together and to hug each other and share the love and laughter that is taboo these days. While we are inching closer to that day, it is the pot of gold at the end of a rainbow for me.

Perspectives have changed and so too have wants and needs. But here is the good news: experts report that all of the time we are spending in our home is creating a greater appreciation for interior and exterior environments.

The Consumer Issue 2020 may be one of the most important reads you have on hand right now. According to the National Retail Federation’s recent poll, “People are paying attention to their spaces because they’re going to be spending more time there.”

As well, Shaw’s Carrie Edwards Isaac shared with FCW, “We surveyed people at the onset of COVID-19 and again in late May, and our research shows 29 percent of people have either completed a flooring project or identified flooring as a possible project since sheltering in place.”

This attention to the home includes a greater emphasis on DIY products. What DIY-friendly products do you offer in your store? And in what ways are you providing design direction from afar? Virtual tools — visualizers and virtual consultations are a must.

Another shift is around shopping local. That has become more profound as consumers rallied around their neighborhood businesses in an effort to keep them open and alive for when Main Street opened up. As well, brands that went out of their way to connect with the consumer during the pandemic are most appreciated.

While Americans are reported to have felt the most effects of coronavirus the week of April 7, according to Statista, that figure fell sharply come early May. But that doesn’t mean a switch flipped and the normalcy we once knew has returned. This Issue of FCW is chock full of information regarding consumer shifts and the stats that back them up. Be informed and willing to make the changes necessary to be relevant to your customer and her new wants and needs.

FCW too continues to keep a sharp eye on the future and leads the charge in bringing the most relevant information to you in the ways you want to receive it. Over the last several years, we’ve addressed your product education needs with our Floor Covering 101 Guides that provide critical selling information for the RSA; the uniquely personal Retail Road Trip Series that brings insight into leading retailers big and small; and, our wide range of content from Style & Design to Business Builder, Sustainability and more — everything flooring related to help you grow your business. We know you count on us to be ahead of your needs.

Enter FCWLive, our new video offering. For many years now, we’ve been creating video content on the showroom floor and at industry events, whether an installation demo or an interesting interview. Now, there is a home for these great features — FCWLive is located here at the top right corner of FCW1.com’s landing page. Check out our first Retail Road Trip video from our virtual edition to Canada.

I don’t want to give it all away now, but rest assured, FCWLive will become a go-to for information and I’m super proud of the team that brought this vision to life.