When WPC (wood plastic composite) came on the scene more than a decade ago with the creation of COREtec, it was a gamechanger and gave the industry and RSA something new and innovative to talk about. The waterproof story resonated with the consumer. Suddenly, flooring was super interesting.
The revolution continued to constructing cores such as SPC (using stone in the core) and MgO (using minerals in the core) that brought other attributes to the table — addressing things such as dents and scratches. While no flooring is bulletproof, a lot of investment has been made in making these products durable and able to withstand most of life’s messes.
Like the category, even this series of 101 Guides has evolved, going from the guide to multilayer flooring in its first iteration to now covering the larger rigid core category.
The performance story is indeed a good one to tell. And don’t forget these floors are easy to clean as well. Some provide benefits of sound reduction too. But there is way more to these products today then their ability to take on spills, muddy shoes and dog paws.
When rigid core products first came on the scene, they largely mimicked hardwood. Sort of. Since then, investments in printing techniques and texture and beveled edges bring a realism that can, at times, rival the real thing. And it isn’t just wood visuals but stone and cement and other beautiful designs.
The realism that has been engineered today is bringing more than hidden attributes. While the visuals have come a long way, so has the texture. When we met with Mannington’s president of residential Zack Zehner, he talked about investing in things that the consumer can see with their own eyes and recognize as valuable.
This gives the RSA a whole new story to tell. Rigid core marries performance benefits with beauty, allowing it to be the right choice for just about every part of the home.
When working with today’s consumer, there are multiple ways to appeal to their lifestyle and design desires. Yes, the waterproof story is compelling, but it’s not the only one to tell and when a consumer comes in with an aesthetic they are trying to achieve, you have a style story to share.
So after reading through the educational portion of this Guide, be sure to take a look at the Style & Design pages that showcase the latest colorways, designs and the realism that today’s technology is able to create. And as always, the custom content from FCW’s valued partners gives you a deeper understanding of what their unique products have to offer and how to tell their specific story.