FLOORtalk

John Simonson, president of Webstream Dynamics and 5 Star Store Reviews, contrasts retailer spending 20 years ago verses their much reduced spending levels of today based on a low level of comfort with digital advertising. Simonson discusses experiences he has had with retailers that want to become involved with digital marketing, but resist learning about its fundamentals. Also discussed is manufacturer brand building and how retailers can better compete with larger retailers and build their brand.

John Simonson, president of Webstream Dynamics and 5 Star Store Reviews, talks more about Google Adwords and how they are used by larger advertisers seeking to dominate searches. Simonson also discusses analyzing the data Adwords collect and gearing websites and Adwords to that data. Simonson discusses some of the current words being used heavily by online shoppers, such as waterproof flooring and Coretec, and how brand names are used in searches. He also talks about how retailers can best launch an Adword program as well as the level at which many floor covering manufacturers take part in Adwords and the level at which retailers should be involved in the data.

John Simonson, president of Webstream Dynamics and 5 Star Store Reviews, discusses how data has become an extremely important element in the process of managing a marketing program as he offers ideas on how retailers can use data to help build in-store traffic. Simonson talks about the vast amount of data collected by Google and how retailers can access that data through Google Adwords or free through various tools such as Google My Business and Insights. Also discussed are Google Trends that provide information on how people search and the words they use and pay-per-click advertising.

Floor covering retailer Fred Reinhart, owner of Reinhart Carpet Outlet of Philadelphia, discusses the company’s approach to hiring installers for both commercial and residential jobs. Reinhart also talks about growth the company is executing in the area of hardwood flooring, including sanding and finishing services and flooring maintenance, as well as how industry software has grown the company’s data base, which in turn is being used to expand marketing campaigns.

Floor covering retailer Fred Reinhart, owner of Reinhart Carpet Outlet of Philadelphia, discusses the commercial business the company pursues and the competitive nature of that business. Reinhart also talks about the third location being planned in the northern suburbs and the company’s experience with the installer shortage.

Floor covering retailer Fred Reinhart, owner of Reinhart Carpet Outlet of Philadelphia, discusses activities at the company since his succession plan has been executed four years ago and the positive changes that have been initiated in the operation, including the introduction of industry-specific software, the addition of a second location and soon to be a third location as well as product offering expansion. Reinhart talks about the economy in Philadelphia and what that has meant for the business as well as the company’s residential and commercial business.

Dave Elyachar, founder of Big Bob’s Flooring Outlets, shares his views on the future of online sales in the floor covering sector and the optimal method for independent retailers to capitalize on it. He also discusses the industry’s shortage of qualified installers as he offers some possible long-term solutions, such as programs in the nation’s vocational schools. Elyuchar also discusses the drop in carpet’s market share and possible avenues to reversing the decline.

Dave Elyachar, founder of Big Bob’s Flooring Outlets, talks about retailers enhancing the customer experience in their stores, the changing relationship manufacturers have with independent retailers, and changes which might occur among large manufactures going forward. He also discusses the shrinking size of the independent retail community and what the future may bring as he estimates the market share of the big box retailers.

Dave Elyachar, founder of Big Bob’s Flooring Outlet, talks about life after the sale of the Big Bob’s unit and the operation of his three Big Bob’s locations in the Kansas City area. Elyuchar also discusses the business model of his three stores, the considerable competition in the market, and the tact taken by the company to better compete with the presence of 44 big box locations as well as Nebraska Furniture Mart.

Jeff King, legal counsel for World Floor Covering Association (WFCA), discusses the issue of overtime pay for hourly workers and managers and the problems involved in setting a minimum national salary threshold.