[Springfield, N.J.]
Rooted by an affinity for interior design and a vision for change,
Dianne Grossman, owner of The Carpet Girl (TCG), opened her 3,000 square
foot boutique-styled showroom here four years ago with a mission to
shift the way female consumers shop for flooring.
“It’s nothing like a box store. It’s clean,
clutter-free and is a space people will feel relaxed and comfortable
in,” she said.
TCG is by appointment only and the location is
dictated by the customer. “We can meet in the showroom, at a café or in
their home,” Grossman added. “It removes the element of ‘I need to buy’
and also gives recognition to the working homeowner. Can’t make it to
the showroom? I’ll meet with you during your lunch break.”
Grossman said she created this sales model to
give consumers their money’s worth. “If you’re going to spend a lot of
money and make a huge investment, you deserve this kind of attention.”
But, she said, her personal touches extend
beyond appointments. TCG’s website has a Q&A portal to allow the
community to directly ask her flooring questions. Grossman said she
welcomes texts from her clients as well.
“We want the texts about the spills on the
carpet and the messes the cat made. We want that kind of relationship
with our customers,” she said.
And the name’s feminine nature was chosen with
intent, according to Grossman. “The Carpet Girl is a brand — a marketing
tool. That brand targets the consumer and draws attention. The brand
brings the women to us. It’s important to show that this is a safe and
comfortable place for the female consumer.”
However, she noted that men are not deterred by
the company name. “They know it’s a tagline, and they associate it with
me. When you make the process easy for the consumer to find you, call
you and meet them for dinner…it becomes a part of the company’s values,”
she said.
TCG is a full service retailer serving the
residential and commercial markets, and carries suppliers such as
Mohawk, Stanton, Masland and Prestige.