To some extent, installation is seen as the unglamorous portion of a flooring purchase. People tend to think about the disruption in their home, the moving of furniture, packing up decor and noise.
But for the RSA, I contend that there is opportunity to connect further with your customer if you really look at the full installation process.
Talking about install day gives the consumer confidence that you are indeed the expert. And by arming them with knowledge of what the day will bring instills trust. As well, it puts you on the path of managing expectations. Full transparency is always the better road to take — it helps create customer satisfaction.
The other part of the opportunity is helping the customer complete the installation of the product they choose with the right trims, moldings, stair treads, etc. These are more than finishing touches but critical to the look of the finished install. And, of course, there is the increased sales ticket at the end of the process.
Here is more good news — along with suppliers specializing in products such as trims and moldings, companies such as Mohawk, Shaw and Mannington are putting muscle behind these details and making it easy to become a key part of your selling floor and the purchasing journey with items ideally made for their flooring products. For resilient flooring, hardwood, laminate and carpet, there are ways to complete the vision the consumer has in mind.
If you are talking about tile, well, grouts have become more than an installation ingredient and function. Today, grouts can be used as a fashion component as well and help the customer make a style statement.
Of course there are aspects of installation that lend to the integrity of the finished job. And underlayment and carpet cushion play their part in the installation providing attributes such as comfort, moisture barriers and antimicrobial properties.
Choosing the right products to ensure that any potential issues are accounted for is important as well. This guide will take you through the process, associated costs and the general conversation.
Note too that sustainability is important to today’s consumer — particularly the Millennial and Gen Z cohort — so pointing out eco-friendly adhesives, for example, is key.
While you look through this edition of the Floor Covering 101 Guide to Installation, get to know the Floor Covering Education Foundation (FCEF) featured on page 2. This non-profit’s mission is to take on the installation crisis and lack of skilled installers in the marketplace today. If you aren’t aware of the tool kit it provides and path to training, visit its website at fcef.org and learn how you can get involved.