This year marks the World Floor Covering Association’s (WFCA) 50th Anniversary and Scott Humphrey’s 10th Anniversary as its leader. The industry has changed in the last 50 years for sure but the last 10 have been transformative.
Milestones such as these are great markers of time and a good moment to pause and see what has transpired but also to chart the path forward.
If you look at the transformation of everything from the competitive landscape to product construction to the part technology plays in nearly every part of your business, there are lessons to be learned that will help inform future decisions.
Product innovation meets several needs. First, innovation around waterproof and water-resistant products, pet-proof and friendly and active lifestyle attributes meet the performance needs of how many consumers live today. That became more profound during the pandemic when people were spending most of their time at home and conducting every activity from working to working out at home.
Tapping into how people live in their homes is paramount to this industry’s success. The world re-opened but then inflation hit, putting you in a position of not just competing with the flooring store down the street but with travel and dining and fashion. This makes innovation around design important as well — fibers, construction, color and style also make a product enticing.
A changing landscape — on all stops of the supply chain — means leaning into what makes you unique and special in your market. The competitive landscape is sharp so know who you are, what you have to offer and tout it every day. If you pride yourself on service, let the consumer know what that means to them. If you are a product specialist, list yourself as the expert.
Building a meaningful message around products helps connect with today’s consumer that wants a story about what they are purchasing — something that makes their purchase even more meaningful.
Mohawk, for example, activated its SmartStrand campaign featuring Blake the Rhino earlier this month and retailers told us that it gives them something more to talk about and grab the consumer’s attention with. The experience of visiting the winery and meeting Blake was impactful for those in attendance. While Blake was charming, the story of a truly active lifestyle requiring durability and an easy-to-clean product matched with a clear sustainability thread resonated with these retailers.
Technology touches everything you do in your business. For retailers, it is also that first touchpoint with the customer — your opportunity to engage them and bring them into your store. Where are you on your technology journey? If you aren’t partnering with an expert, you should. Companies such as Mobile Marketing, Samplesapp and Roomvo are doing some really cool things that will keep you at the forefront.
Industry experts are on hand to help you navigate the nuances of a product segment. Each category has its own association that can guide you in everything from requirements and certifications to the latest trends. The National Wood Flooring Association (NWFA), for example, is holding its annual event in May. President and CEO Michael Martin is passionate about hardwood flooring and its sustainable and stylish story. You’ll see coverage of this event in the next issue of FCW.
The birth of other organizations founded for the purpose of bettering the industry and those within it are worth connecting with as well. The Floor Covering Industry Foundation (FCIF) sits within the WFCA and is set up to provide financial need for those facing serious medical issues. The Floor Covering Education Foundation (FCEF), also within the WFCA, was formed to address the installation crisis. FCEF is just one example of Scott Humphrey’s industry leadership. And, Women in the Flooring Industry (WIFI) is young but mighty with programs to empower, educate and inspire women in the flooring industry.
Celebrating meaningful milestones is a great opportunity to review and set your course for a successful future. Stay safe. Stay inspired.