FLOORtalk

Paul Friederichsen, president of Brand Biz and partner in the Blake Project, talks about retail websites and blogs and keeping both fresh and up-to-date. He discusses initiating new and creative ideas for blogs and the need to hire a professional to fill this need; however, he adds that the owner needs to stay involved. Also discussed is including installations in blogs with a description of the situation going into the job, the floor covering that was selected, the problems encountered, and solutions, complete with photos.

Paul Friederichsen, president of Brand Biz and partner in the Blake Project, talks about the overarching importance of a retail website and its aesthetics and the need to launch a professional-looking site, which is also mobile. He also talks about the content, the importance of being found on search engines, and the importance of including blogs to shoppers. Friederichsen also offers blog post ideas, such as decorating tips, selecting the correct flooring for the application, installation, and care and maintenance as a means of becoming involved in the customer’s decision process.

Paul Friederichsen, president of Brand Biz and partner in the Blake Project, talks about the importance for retailers to have a well-planned, competitive, and effective website. He stresses the importance of educating oneself as to what constitutes an effective website and employing professionals to build and maintain sites. Friederichsen also talks about the elements of a quality website.

Scott Perron, floor covering retailer and owner of 24/7 Floors and Floors for Pros in Sarasota, Fla., discusses the installation situation in his area, the lack of qualified installers migrating south, and what is needed in the installer/retailer relationship to make it lasting. Perron also assesses the long-term prospect for the national installation situation and the issue of liability. He talks about his steps of evaluating new installation candidates and the need for installation training and preparing installers to be better business people.

Scott Perron, floor covering retailer and owner of 24/7 Floors and Floors for Pros talks about his reliance on networking as his dominant marketing approach, how they work, and the several approaches taken by the various groups. He discusses the software program he is running and how its adoption has changed the business. Perron also discusses the value of credit in both the 24/7 retail business and the Floors for Pros sales to the trade unit.

Scott Perron, floor covering retailer and owner of 24/7 Floors and Floors for Pros in Sarasota, Fla., talks about the three years since he launched 24/7 Floors as a shop-at-home business and the launching of another unit, Floors for Pros, that sells to the trade last year. He talks about how these two approaches work well together, and about changes that have occurred within the 24/7 Floors unit, operating primarily on referrals and larger jobs and focusing on service. Also discussed is the nature of the Tampa Bay area with northerners coming for the winter and the company’s shifts in hard surface and soft surface products.

George Celtrick, president of Whitewood Products, talks about trends in hardwood flooring, including gloss levels. Celtrick discusses the feedback from contractors and retailers indicating that consumers are increasingly saying they are not finding the products and looks they are seeking in showrooms, leading to Whitewood Products' custom offerings. Celtrick also talks about the consumer and hardwood flooring, online sellers of hardwood flooring products, and some of the contractors he works with who provide unique patterns and custom designs.

George Celtrick, president of Whitewood Products, discusses further Whitewood Products' custom large and small order hardwood flooring products offered to contractors and retailers to match their customer’s needs. He discusses the process, which includes either a description of the desired flooring or a sample, which Whitewood will replicate. Celtrick also talks about the elements of the custom program and the Fiddleback program, offering a wide variety of hardwood and color offerings.

George Celtrick, president of Whitewood Products, talks about his career in the hardwood flooring business, the prefinished and the unfinished hardwood flooring markets, and the unique hardwood flooring company he has launched. Celtrick talks about the products his company offers, which begin with a variety of unfinished hardwood and become finished flooring to the contractor’s or retailer’s specifications, including lengths and widths, hand sculpted, poly, oil finish or metallic points and two-pass finishes offering a much broader offering than standard hardwood flooring companies. He also discusses the large and small order volume offered by the company.

John Simonson, president of Webstream Dynamics, talks about the recent rollout of Local Services by Google, an update of what have been called Home Services. The initial rollout will be in 17 markets and will be expanded to 30 major markets by the end of the year. Initially this service covers the categories of plumbers, locksmiths, electricians, and HVAC and garage door repair services, later expanding to more services, which will likely include floor covering installation. The service is a lead-generating vehicle and subscribers only pay for the leads given them. Simonson talks about the rationale of the move, which is to better compete with Angie’s List and Home Advisor as well as Amazon Home and Business Services. Also discussed are services for small business and the advantages for retailers to spend for services like this.