FLOORtalk

Scott Levy, president, Arley Wholesale, talks about the first of four regional expos the company is holding this year instead of its Annual Arley Golf Classic and Tile & Stone Expo held in Scranton. Levy talks about the first regional, which was held in Wilmington, Del., and the remaining three expos noting they will return to the Arley Golf Classic in 2020 and the possibilities for events thereafter.

Doug Chadderdon, president and CEO, Great Floors, talks about the history of this this chain of 22 retail and commercial showrooms across the Pacific Northwest and its growth into a $200 million company. Chadderdon talks about the economy and the impact it has had on the company in the commercial, builder, and retail sectors and his expectations for growth in the future.

Tom Jennings, vice president of development, World Floor Covering Association (WFCA), talks about the salesperson’s role in preparing consumers for the installation process during the course of a floor covering sale and letting the customer know what is expected of them as well as the limitations of the functions an installer can serve, such as disconnecting stoves and other appliances and the usual time requirements for the installation.

Jim Buckles, The Carpet Guys, offers a rule of thumb for retailers who have old and/or outdated inventory in their warehouse. He suggests retailers note the products they commonly sell and categorize their inventory by style type and weight. He also says be aware of items not selling and every 6 months sell items that have not sold at lower prices. He also notes that there are entities in every market that buy odd products and opportunities to sell these products such to residents of college dorms and other unique operations that exist in most every market.

Scott Levy, president of Arley Wholesale, talks about the company’s digital marketing efforts supporting its retailer customers. Levy talks about the company’s digital app and the time and expense retailers are required to make to launch and maintain adequate digital marketing efforts of their own. Discussed is the marketing assistance Arley offers its customers and its decision to have retailers private label all of its products to make each store unique.

Don Roberts, president & CEO Central Alabama Flooring, compares expenditures he has made in traditional media last year versus prior years. Roberts who uses TV, direct mail and radio, notes that his expenditures have remained consistent over time where his competitors appear to not advertise as they once did in traditional media.

John Simonson, president of Webstream Dynamics and Five Star Store Reviews, talks about a situation between the Federal Trade Commission and National Floors Direct involving the enforcement of the Consumer Review Enforcement Act. National Floors Direct in its contract with the consumer restricted them from posting honest but negative reviews online. The FTC found that National Floors Direct violated the Consumer Review Enforcement Act.

Tom Jennings, vice president of development, World Floor Covering Association (WFCA), talks about viewing service through a consumer’s eyes. Jennings talks about the advantages of salespeople having a working knowledge of the installation process and how it builds confidence for the consumer and builds a great deal of confidence in the salesperson as well. Also discussed are the advantages of salespeople developing relationships with installers where possible and seeking to communicate with installers more effectively.

Scott Levy, president of Arley Wholesale, talks about the launch of its Road Show promotion series with its June 11 show in Wilmington, Delaware with three more scheduled for July and August in Sarasota Springs, NY, Uncasville, CT, and Columbus, OH. Levy talks about response to the initial show and the benefits of the company’s product line to customers.

John Simonson, president of Webstream Dynamics and Five Store Star Reviews, talks about the optimum time in which retailers should respond to leads they receive online. Simonson notes that the floor covering retailers he works with have improved a great deal over the last several years and are responding to their leads in a timely manner. Also discussed is the results of a survey revealing consumer expectation as it relates to response time.