The International Surfaces Event Special Edition 2024

Premier Flooring Retailer | TISE Edition | 2024

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER

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Empowering Your Business in 2024 Investments in Successful Partnerships New Eco-Friendly Manufacturers and Products Innovative Technologies in Products and Software

The International Surfaces Event Special Edition Premier Flooring Retailer | TISE Edition 2024 1

America Was Built on our Floors™

And we’re moving our Heritage Forward.

AHF embraces both the rich heritage of our brands and a nimble, forward-thinking approach to flooring solutions that drives value for our partners.

Craftsmanship is at the heart of AHF. We manufacture beautiful, durable hard surface flooring in a range of textures, styles, and designs to meet the needs of the residential and commercial markets.

At AHF, our heritage of quality flooring runs deep, but it isn’t stuck in the past—it moves and grows with us and our partners every day.

™

www.ahfproducts.com | 1-855-243-2521

©2023 AHF, LLC. Armstrong Flooring™ and the Armstrong Flooring™ logo are under license from AWI Licensing, LLC. All other trademarks are owned by AHF, LLC, or its subsidiaries or affiliates.

2 Premier Flooring Retailer | TISE Edition 2024

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER 2

TISE EDITION 2024

Soar in 2024 Scott Humphrey, CEO, WFCA

4 Who is AHF? 100% HIGH DENSITY MEMORY FOAM CARPET CUSHION 12 Defending Retail Profits Stacy Eickhoff, Sr. Vice President, Risk Strategies

13

Engineered Floors: PureGrain™ Direct Digital Print

18

Change Orders — Use Them, Understand Them, or Pay the Price — Part 1 Jeffrey W. King, Jones Walker, LLP, Outside General Counsel for the WFCA

On the Cover: The Coastside Collection La Jolla Shores featuring 7 1/2" wide x 5/8" thick Varying Lengths: 17.9" – 75.8" Wire Brushed, White Oak Engineered Hardwood from ROBBINS®

20

Engineered Floors: DW Select®/twistX®

24

Simplify Concrete Moisture Testing with True Remote Monitoring Jason Spangler, Wagner Meters’ Flooring Sales Manager

28

The Networking Equation: Adding Value, Multiplying Connections Lisbeth Calandrino, Flooring Specialist and Associate Publisher and, Director of Social Media for Fabulous Floors Magazine

32

Empowering Your Flooring Business in 2024: Choosing the Ideal Word for Success Freida Staten, V.P. of Marketing, Communications & Membership

34

What Does fcB2B Provide?

Lewis Davis, Senior Director of Technology and Research

36

Tracking Customer Leads From Website to Closes Chad Ogden, President/QFloors CFO

40

A Most ImportantFew Minutes Tom Jennings, Retail Training Expert

42

New Products from Versatrim

46

EVA-LAST: Inspired by Nature, Designed for Life

48

Introducing TIER Luxury Rigid Core Flooring by EVA-LAST®

50

Two New Art Select Designs from Karndean Designflooring

The World’s Best Carpet Cushion Two New Designs

54 Metroflor’s Déjà New Expands Collection Portfolio with Updated Colors & 58

Get Your Business Ready for the Next Generation

64

Two New Looselay Designs from Karndean Designflooring

Premier Flooring Retailer | TISE Edition 2024 3

TAKING THE LEAD

Soar in 2024

H

Scott Humphrey CEO, WFCA

Question: what can you learn from past failures and current economic challenges to strengthen your resolve and prepare you to soar in 2024?

ere at the World Floor Covering Association, ”We exist to ensure the success and profitability of professional flooring dealers and to represent the industries’ common interest.” That is our purpose statement. What is yours? I’m not asking why your business exists. I am asking about you! If you are like many, that can be difficult to put into words. Yet understanding your ”why” is vital to your success and peace of mind. I will let you ponder your ”why.” I want to focus on your ”How.” How will you make this year better than your last? What will you do differently so you can achieve different results? What if I challenged you to Soar in 2024? Would you accept that challenge? I am not talking about a New Year’s Resolution. No, I am talking about a New You Resolution. Research and experience tell me that most of you will not accept the challenge. You will make some excuse about the time required or your current level of satisfaction. If that is you, you can stop reading now. However, if you are one of those individuals who is constantly focused on being your best and positively impacting the lives of those around you, what follows could be the catalyst to your best year yet.

There is a great deal of talk these days about the Greatest Of All Time or G.O.A.T. in various business, political, and athletic fields. To soar in 2024, we need an example that stands out — one that rises above the rest. Throughout the month of December, on my Leadership Live podcast, I focused on just such an example — The American Bald Eagle. The most majestic of birds and one that truly stands out above all others. The reasons why are applicable to every individual who desires to live their best life, impact others, fulfill their purpose, and leave a lasting legacy. Here are but a few things we can learn from the bird selected by the Second Continental Congress as the symbol of the United States of America: 1. Eagles have amazing vision — It is estimated to be 4 to 8 times stronger than the vision of the average human. With 20/5 to a human’s 20/20 vision, eagles can see things at 20 feet that a human can only see at 5 feet. In fact, it is estimated they can see another eagle soaring from 50 miles away and spot a mouse from 1 to 2 miles away. Likewise, leaders with the greatest vision out navigate, out imagine and out perform their competition. Question: What would success look like at the end of this year? Can you see it? Take time now to create the plan to get there.

2. Eagles are resourceful — using what is available to build a nest high above their predators — It can take an eagle 1–3 months to build their nest, and they usually come back to them year after year. The largest recorded nest was eight feet across, some eighteen feet deep, and weighed in at approximately two tons. The best leaders use their God-given abilities and available resources to grow toward success. They

4 Premier Flooring Retailer | TISE Edition 2024

understand, ”If you want something you’ve never had, you must do something you’ve never done.” Question: What are your greatest strengths? This year, I challenge you to grow your strengths and stop the frustrating and often useless practice of focusing on improving your weaknesses. Build on what you have and use resources available to you to improve daily. The WFCA offers a plethora of resources to help you run your business and improve your life. Our GROW (Growing Retail in Our World) sessions offer expertise on countless subjects to strengthen your business, and our new SEAL Leadership Certification (Seeking Excellence As Leaders) allows you as a leader to grow in ways that will impact your leadership at home, in your community, and at work!

3. Eagles fly into the storm — While all other birds seek shelter during storms, eagles fly into the storm utilizing the updrafts to take them high above the storm to safety. I believe that qualifies as GOAT! Not only don’t they refuse to run from the storm, they use the storm to their own benefit!

Great leaders prosper in the tough times. When everyone else is hunkering down, they are focused on learning from the storm and using what they learn to prosper. Half of all Fortune 500 companies were created in the midst of a crisis. ● FedEx during the oil crisis of 1973 ● UPS during the financial panic of 1907 ● Fortune magazine was founded 90 days after the

market crash of 1929 ● Uber was founded during the Great Recession of 2009 Question: what can you learn from past failures and current economic challenges to strengthen your resolve and prepare you to soar in 2024?

4. Eagles remain focused on their target — The only true predator the eagle faces is humans. Their greatest causes of death include being struck by vehicles

and lead poisoning — attributed to eating deer and other animals that have been recently shot. In fact, the only bird to challenge the eagle is the crow. A crow is known to land on the neck of an eagle and begin to peck at their head. The eagle seems indifferent to the nuisance and simply begins to fly higher. Eventually, flying so high that the oxygen level is diminished, and the crow becomes delirious and simply falls away. Way too many leaders are focused on their competition and not on their success. Question: what are the nuisances in your life that often occupy your mind and your calendar? What would happen if you focused less on the nuisances and more on your own success?

5. E agles surround themselves with other eagles — In the winter, bald eagles often gather at communal roosts, where they will perch overnight and sometimes during the day with other eagles. It is not uncommon for ten or twenty bald eagles to roost together. Leaders surround themselves with other leaders. The WFCA is the largest association of independent flooring retailers in the world. Our members include the best of the best at what they do — the GOATs of flooring retail! They lean on and learn from each other. Question: Why not you?

What relationships do you have in your personal and professional life that are holding you back?

Why are you allowing this to continue? One of my daughters plays college basketball. In a recent game, they played a team that was ranked in the top 20 in the country. It probably doesn’t surprise you that, though they lost, they played one of the best games of the year. Why? Because being around the best brings out the best in you!

I truly want to see you SOAR in 2024! Know where you are going. Use the resources available to you through your WFCA membership to challenge and improve your skills. Don’t fear the storms around you.

Utilize your strengths. Remain focused on what really matters. Finally, surround yourself with other winners.

If you do, you will indeed SOAR in 2024! ■ Premier Flooring Retailer | TISE Edition 2024 5

AHF

Who is AHF?

W

hen you purchase your hard surface floors from AHF, you’re backed by a company dedicated to delivering products that add distinction for our retailers.

One of the cornerstones of AHF’s go to market strategy is to serve our channel partners with the styling, innovation and value needed to grow our customers’ businesses.

Trusted Legacy Brands: Today, AHF offers 16 brands. For more than a century, brands such as Bruce®, Armstrong Flooring™, Hartco®, and Robbins® have been known in America as leaders in hard surface flooring. These trusted, nationally recognized brands include solid and engineered hardwood flooring, resilient flooring, laminate, tile, and next generation flooring solutions.

Continuously Investing in Products and Innovation: Innovation lies at the heart of our business strategy. We are committed to creating and acquiring products that not only address key consumer pain points but also revolutionize product performance. Our recent acquisition of Crossville™ reflects this as the brand has been a trailblazer in sustainability and pioneering many firsts in the tile industry.

A few of our notable technological achievements include: ● Densified Wood™ Technology— AHF’s patent-pending process creates hardened wood. The 100% natural hardwood floors, made in the U.S., not only withstand gouges and stains, but also are waterproof. ● Hydropel® Technology — Brings waterproof performance to every hardwood floor with a protective coating going on all six sides of the floor’s surface.

“At AHF, we always view the market through the eyes of our customers. Our main objective is to look for ways that we can provide better solutions for our customers so they can make more money with our products. Sometimes that’s a new innovation or a private-label program; sometimes it’s better brand segmentation to protect margins across customers or making significant investments to provide lower prices and better value for our customers. It’s always about the customer.” Brian Carson, AHF president & CEO 6 Premier Flooring Retailer | TISE Edition 2024

● Puretone® Technology — Creates a near perfect canvas for accepting color on sliced face wood veneer, providing the ability to match the look of a dry sawn face veneer perfectly. The proprietary process actually makes the wood look more ‘natural,’ and uses a higher percentage of the raw materials.

Committed to Helping Our Retailers Differentiate Their Business: ● AHF’s powerhouse portfolio of differentiated product lines provides a “One-Stop-Shop” for all your customers hard surface needs. ● We listen to our retailers — we help you create and customize looks that your customers want. ● We are committed to distribution — Distribution is the cornerstone of AHF Products’ go to market model, critical to serving independent specialty retailers. We have the best distributors in the country, which enhances our retailers’ success.

Hartco® Prime Harvest Elite™

Hartco® Provides Solutions.

For nearly 100 years, the trusted Hartco® brand

remains a leader in flooring for the independent

retailer. Sold through distributor partners – and not

in big box stores — Hartco offers everything from

AHF has grown rapidly in both the residential and commercial flooring segments by innovating and broadening our product offerings through world-class brands, manufacturing capabilities, and channels of distribution and providing exceptional service and solutions to all our customers. Brian Carson, AHF president & CEO, stated, “We started this journey with a vision, and today, we stand tall, proud of the progress we’ve made together. It’s a reminder that hard work, and a passion of this business pays off.” ■

solid and engineered hardwood to TimberTru™

”If a retailer wants to go big with engineered wood, solid wood, laminate, and SPC, Hartco brings all of it to bear. If a retailer does not want what the big box has, then Hartco is their brand.”

Milton Goodwin, Vice President, Product Management

Available in more than 350 looks and finishes that

laminate and luxury vinyl tile. America can count on Hartco for durable, premium flooring options.

Real Hardwood Flooring to Fit Any Room and Any Budget

Customers can get real hardwood flooring to

match their style, whether they’re into traditional flooring or appreciate a more rustic look, with

hardwood species including hickory, maple, oak, and walnut, to name a few.

fit into any budget, from entry level to thicker veneers.

Hartco features the latest technologies, includ-

ing Dogwood Pro® Densified Wood™ and Hydro Blok™ 100% waterproof engineered hardwood flooring for stellar waterproof performance.

Premier Flooring Retailer | TISE Edition 2024 7

Crossville®

Tile and Stone Products Complete Hard Surface Offerings From AHF

Crossville is America’s leading brand of porcelain tile and offers a variety of glass and natural stone tile for inte-

rior and exterior floors, walls, and countertops. Made in the United States, these innovative tile products are sustainable and expertly designed to last a lifetime.

Crossville’s beautiful, sustainable porcelain mate-

LM Flooring®

Cutting Edge Styles and Designs

LM Flooring is a worldwide leader in engineered

wood flooring, with high-quality products at the

forefront of market trends: wide width, long length, sliced, sawn, and textured constructions. AHF has

been growing and investing in the brand since it acquired LM in 2019.

LM Flooring’s broad portfolio includes wide-width,

rials that advance the frontiers of tile design and

long-length, textured products in both sliced- and

porcelain tiles to becoming the first net consumer of

Vice President, Sales & Marketing, LM has a strong repu-

performance. From producing the first large-format tile waste materials (meaning they recycle more than they produce) to developing cutting-edge perfor-

mance innovations in surfacing solutions, Crossville has been at the forefront of innovation in the tile indus-

try. The brand is known for stunning, high-quality tile for designers, architects, and installers, with advanced

sawn-faced configurations. According to Kevin Whaley, tation for innovative products and speed to market.

Its veteran artisans have crafted over 150 cutting

edge styles and designs including wire-brushed, hand-scraped, weathered, distressed and more.

Available in:

finishes such as:

● popular species such as European white oak, maple, hickory, walnut, and acacia

● the protective Cross-Sheen® finish to aid in the tile’s longevity,

● formats ranging from 3/4-inch to 3/8- inch

● the texturized Cross-Tread® finishes for enhanced traction in wet and greasy floor areas.

● 7 ½ or 9-inch-wide planks in top of the line products

Its mission is to provide retailers with creative and sus-

tainable design solutions—rooted in technical mastery, designed for long-term function, and finished with

● veneers up to 4mm ● Maximus aluminum oxide finish resists scratches and handles high traffic for natural wood flooring that’s even more durable, with a 50-year residential warranty.

style and beauty.

Crossville Native Metal

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LM Solano Engineered Wood Flooring

Armstrong Flooring™ LUTEA™

The Armstrong Flooring™ brand is known as a world leader in flooring products

and has been serving the needs of the residential and commercial markets for 150 years. Armstrong Flooring is everywhere, in homes across the country and in industries such as healthcare, hospitality, retail, and office spaces.

There are few brands today with the pedigree of Armstrong Flooring, but under

AHF leadership, it is a brand reenergized and more relevant to retailers than ever.

With endless flooring solutions, Armstrong Flooring stands out in the crowd and has stood the test of time. It is trusted for high-quality products, expert manufacturing with a strong commitment to U.S. manufacturing, and a commitment to ser-

vice and value. It has always been a brand that is easy to reach for the average consumer.

More importantly, Armstrong Flooring is a continuation of a strong legacy. Said

Brian Carson, CEO & President. In terms of brand recognition, AHF has the best

brands in the industry. America was built on these brands; we grew up on these brands. And in the residential space and in the commercial space, the Armstrong Flooring brand means a lot.”

For employees like Patrick Nolan, current plant manager at the Lancaster facility

and himself a 20-plus-year veteran of AHF and Armstrong Flooring. The AHF plant

workers are engaged, they share their ideas knowing management and ownership

“Our main objective is to look for ways that we can provide better solutions for our customers so they can make more money with our products.”

— Chris King, Senior Vice President, Sales, AHF Products.

takes them seriously, and they have a tremendous sense of pride in the products they make day in and day out.”

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“AHF Products BRUCE® continues to Bruce® Flooring has a proud legacy of authentic American craftsmanship since invest in U.S. 1886. It’s one of the most recognizable and most respected names in hardwood, production with with the power to drive sales at the specialty retailer as well as home centers. Bruce is the preferred brand for the trade professional, providing best-in-class hardmanufacturing also wood flooring material, construction, technologies, and support. operations in the U.S. Did you know Bruce…

We brought ✔ Is one of the most recognized flooring brands in the industry? online the ✔ Is one of the most sought after brand for Pros, Builders and DIYers? award-winning ✔ Offers solid and engineered hardwood products that are Made in the USA? Densified ✔ Has a portfolio that includes resilient, residential sheet vinyl, glue down LVT, Wood™ laminate and SPC? Technology to the Somerset, The Bruce story is a real American story. Most of its USA-made products are harKY Plant. The vested from the Appalachian Mountains, making Bruce a leading manufacturer of North American hardwood flooring. But Bruce — AHF Products’ workhorse wood engineered brand — is not just about hardwood. It also offers laminate and vinyl under the same Barnwood brand banner, as well as a new line of engineered stone tile.

Living™ by Mark Bowe line also is in Somerset, and its solid sister is made in Beverly, WV.” Brian Parker, Vice President, Product Management, AHF Products

Barnwood Living™

by Mark Bowe

10 Premier Flooring Retailer | TISE Edition 2024

AHF Product Showcase

Bruce® Comfortstone™ Engineered Stone Tile

Crossville® Designers and homeowners alike will

since it’s waterproof, it’s ideal for any room of the home.

and every application. The new Crossville® merchan-

features the look of natural stone and ceramic, and

love this beautiful, sustainable tile that fits any budget

It can be installed over minor subfloor irregularities

dising system offers a variety of options, customized

Residential and 5-year Light Commercial warranty.

omer statement.

without the risk of cracking. It’s backed by a Lifetime

for showrooms of any size, to make an impactful cust-

Armstrong Flooring™ StrataMax® Pro Residential Sheet offers the best combination of

Hartco® Dogwood Pro™ The 100% natural hard-

on the market. Built tough for demanding environ-

protection), and feature Cleantivity™ antimicrobial

RTG (Rip, Tear, Gouge) and residual indent resistance

wood floors, made in the U.S., not only withstand

gouges, but also are waterproof (8 hours top-down

ments, the “Bounce Back” core means that heavier,

technology, which inhibits the growth of bacteria on

product to permanently indent. Beautiful visuals to

nance floor.

yet common household objects won’t cause the

meet every design aesthetic. Made in the U.S., Floor-

the floor’s surface making for a cleaner, low-mainte-

Score™ certified.

Premier Flooring Retailer | TISE Edition 2024 11

“The beauty of offering Robbins direct is that we are providing limited market distribution to participating retailers so that the product mix is different from the store a mile down the road” said Jennifer Zimmerman, Chief Commercial Officer, AHF Products.

ROBBINS® An American Flooring Brand Since 1886 Unique direct to retailer strategy focuses on helping the retailer make more money In today’s competitive flooring market, retailers are looking for ways to increase sales while maintaining a focus on stylish, high-quality product offerings — and stand out in a crowded marketplace. Robbins® gives retailers a terrific opportunity to do just that by providing a unique selling proposition.

“The beauty of offering Robbins direct is that we are providing limited market dis-

tribution to participating retailers so that the product mix is different from the store a mile down the road,” said Tom Cole, Director of Sales, Direct Strategic Accounts.

Robbins offers retailers market exclusivity and protection. Since the line is

offered with limited distribution to participating retailers, it creates a distinct sell-

ing advantage that brings leads into stores and allows retailers to specify the line with confidence, knowing it cannot be shopped.

A partnership with Robbins is built on these key points: market exclusivity and

protection, quality construction, visuals, representation, and manufacturer support.

“Put those at competitive prices, and it’s an easy conversation for our teams to have with customers,” said Cole. “We work hard to find out just what our partners need and how we can best deliver.”

Robbins Nature’s Canvas

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Robbins-Direct to Retailer Robbins’ goal lies in providing retailers with strong

the big box stores. This allows us to work closely with

ing and providing a total portfolio of products, from

flooring needs,” said Mike Bates, Director of Sales,

product differentiation by improving merchandis-

design-forward hardwoods to performance driven resilient and TimberTru laminate products, to exclu™

sive innovations like Armorwood Densified Wood . ™

™

“We are positioned to sell directly to retailers and not

Robbins’ Merchandising Display

retailers to understand how Robbins can fit into their AHF Direct Strategic Accounts.

To inquire about joining Robbins’ growing national

network of aligned retailers, contact the customer service support team at support@ahfproducts.com ■

“The goal is not to sell everybody and not to have the same thing that the distributors have—it’s to create that connection with retailers, have something different that will not interfere or cause channel conflict, but also to get close with the retailer and help them make money.”

Tom Cole, Director of Sales, Direct Strategic Accounts

Armstrong Flooring and the Armstrong Flooring logo are under license from AWI Licensing LLC. FloorScore is a trademark of Resilient Floor Covering Institute, Inc. All other marks are the property of AHF, LLC, its affiliates, or subsidiaries. All rights reserved. Armstrong Flooring and the Armstrong Flooring logo are under license from AWI Licensing LLC. FloorScore is a trademark of Resilient Floor Covering Institute, Inc. All other marks are the property of AHF, LLC, its affiliates, or subsidiaries. All rights reserved.Armstrong Flooring and the Armstrong Flooring logo are under license from AWI Licensing LLC. FloorScore is a trademark of Resilient Floor Covering Institute, Inc. All other marks are the property of AHF, LLC, its affiliates, or subsidiaries. All rights reserved. Armstrong Flooring and the Armstrong Flooring logo are under license from AWI Licensing LLC. FloorScore is a trademark of Resilient Floor Covering Institute, Inc. All other marks are the property of AHF, LLC, its affiliates, or subsidiaries. All rights reserved.

Premier Flooring Retailer | TISE Edition 2024 13

By Stacy Eickhoff

FLOOR ED

Defending Retail Profits Strategies to Shield Against Credit Card Fraud, Chargebacks, and Ensuring Secure Transactions

I

n the fast-paced world of retail, protecting businesses from credit card fraud and chargebacks is paramount. This article explores actionable strategies, including insights from industry leaders and reputable sources, to empower retailers in safeguarding their operations against potential threats.

Stacy Eickhoff

Sr. Vice President, has

specialized in providing insurance programs

for the Floor Covering Industry for over 25

years. Risk Strategies is a top national

broker providing

comprehensive risk

management advisory services.

Safeguarding Against Credit Card Fraud and Chargebacks: A Comprehensive Approach The retail landscape is increasingly digital, offering convenience but also exposing businesses to the risks of credit card fraud and chargebacks. Retailers must be vigilant and adopt comprehensive strategies to protect their operations and maintain customer trust.

1. Secure Payment Processing Systems: Implementing robust and secure payment processing systems is the cornerstone of defense against credit card fraud. Capital One underscores this, stating that “PCI DSS compliance adds a crucial layer of security, safeguarding customer payment information.” 1 2. Two-Factor Authentication (2FA): Enhancing security with two-factor authentication is crucial. Capital One highlights 2FA as “a powerful tool in preventing unauthorized access to accounts.” 1 3. Regular Security Audits: Routine security audits are essential to identify and address vulnerabilities. IA Magazine emphasizes that “regular security audits are crucial to detect and address potential weaknesses exploited by fraudsters.” 2 4. Fraud Detection and Prevention Tools: When picking a payment processing service, it is wise to select a processor that uses or makes available advanced tools like machine learning and artificial intelligence for real-time fraud detection. Stripe advises using these tools to “analyze transactions, flagging potentially fraudulent transactions for further investigation.” 3 5. Educating Staff and Customers: Training staff to recognize and prevent fraud is fundamental. Capital One notes that “employee training is a crucial aspect of fraud prevention.” 1 Additionally, educate customers on secure online practices.

Footnotes 1. Capital One — What to Do About Credit Card Fraud 2. I AMagazine — Coverage for Unauthorized Charges After Business Credit Card Theft 3. Stripe — Managing Fraudulent Transactions

14 Premier Flooring Retailer | TISE Edition 2024

6. Address Verification System (AVS): Implement AVS to verify the cardholder’s address, especially for online purchases. Stripe suggests AVS as an effective tool in preventing fraudulent transactions.3 7. Clear Return and Refund Policies: Transparent policies reduce chargeback risks.

IAMagazine advises “clear communication about policies, setting expectations, and fostering a positive customer experience.”

8. Monitor and Respond to Chargebacks Promptly: Timely response to chargeback disputes is crucial. Stripe emphasizes that “responding promptly with compelling evidence can increase the chances of a favorable resolution.”3

Tips for Identifying Fraudulent Transactions: Look for consumers who: ● Not your typical customer, e.g., phone order, materials only, out of state, etc. ● Are nervous or rushed to complete the transaction. ● Has a need to use multiple cards to complete the transaction or is processing multiple transactions at one time. ● Presses you to pick up material at will call or in other states/locales not close to your specific location. ● Trust your instincts.

If it does not feel right, it usually isn’t. You can always cancel the transaction. But once you part with the material, you may be out of luck. If the card is not present, the merchant is typically responsible. Insurance policies exclude coverage for “voluntary parting” or goods that were given even in good faith.

Card-Not-Present Transactions and Best Practices: The rise of phone or online transactions brings new challenges. Helcim, a payment processing company, recommends the following best practices: ● Embrace PCI DSS Compliance. ● Utilize tokenization for enhanced security. ● Implement 3D Secure authentication. ● Use Address Verification Service (AVS). ● Regularly monitor transactions and employ real-time reporting. ● Educate customers on secure practices. ● Implement multi-layered fraud detection systems. ● Choose secure payment gateways.

In conclusion, the battle against credit card fraud and chargebacks requires a multi-faceted and proactive approach. By combining technology, employee training, customer education, and adopting best practices for card-not-present transactions, retailers can fortify their defenses and create a secure shopping environment. Having the proper insurance where available can help in the event of a covered loss. Since not all losses can be covered, proper risk management is essential. ■

The retail landscape is increasingly digital, offering convenience but also exposing businesses to the risks of credit card fraud and chargebacks.

Retailers must be vigilant and adopt comprehensive strategies to protect their operations and maintain customer trust.

Premier Flooring Retailer | TISE Edition 2024 15

ENGINEERED FLOORS

PureGrain™ Direct Digital Print

P

ureGrain™ Direct Digital Print by Engineered Floors® is the first domesti-

cally manufactured DLVT (Luxury Vinyl Tile) that uses digital emboss tech-

nology to create high-resolution designs directly on a high-density core. The

creative process begins by digitally scanning unique wood species, allowing

for unlimited design possibilities and minimal plank repeat for a more authentic wood look and feel.

When Engineered Floors set a goal to become a DLVT manufacturer, the company aimed to be the flooring industry leader in that category.

When Engineered Floors set a goal to become a DLVT manufacturer, the com-

pany aimed to be the flooring industry leader in that category. That meant having the entire manufacturing process under one roof — from extrusion to printing to boxing — to ensure the product is 100% made in America in Dalton, Georgia.

Think of the traditional LVT manufacturing process as making a copy on a copy

machine. The results are fine, but they lack dimension, depth, and clarity. Think of

Engineered Floors’ DLVT manufacturing process as creating an object with a 3D printer, allowing for amazing dimension, visible depth, and outstanding clarity.

What makes PureGrain Direct Digital Print different?

●R ealistic wood visuals: Created with nature in mind, the design process allows for natural, realistic looks with the feel of real wood – just like nature intended.

●D igitally printed in high definition: More realistic visuals created by state-of-

the-art, high resolution printing techniques allow for stunning wood visuals and high-performance features.

●M ade in the USA: The product is manufactured in Dalton, Georgia, ensuring the highest integrity and consistency.

●F ewer plank repeats: With up to five times more unique boards than traditional LVT, DLVT provides distinct visuals for every room in the house.

At right: Good Earth; far right: Washed Ashore

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engineeredfloors.com

HD101 7045 MYTHIC MOON

Premier Flooring Retailer | TISE Edition 2024 17

SEE TOMORROW’S FLOORING, TODAY.

18 Premier Flooring Retailer | D3 | 2023

RETAILER TOOLKIT YOUR DIGITAL, ONE-STOP SHOP FOR EF PRODUCTS AND TRENDS.

LAUNCHING SUMMER 2024

engineeredfloors.com

Premier Flooring Retailer | D3 | 2023 19

LEGAL MATTERS

Change Orders — Use Them, Understand Them, or Pay the Price — Part 1 “The Only Constant in Life Is Change.”— Greek Philosopher Heraclitus

A Jeffrey W. King,

Jones Walker, LLP

Outside General Counsel for the WFCA

Jeffrey King has

more than 35 years’

experience in complex

litigation with a focus on contracts, employment, construction, antitrust, intellectual property and health care. He

serves as legal counsel for WFCA and other

trade associations, and is a LEED Accredited

Professional. For more

information, contact him at (561) 278-0035 or

jeffw@jkingesq.com.

certainty in selling flooring is that something will change. It may be unanticipated site conditions, the unavailability of products, a customer changing their mind and selecting a different flooring, an issue with another subcontractor, unforeseen delay, or other events. When changes are needed, it is key to document that the parties have agree on the changes, the price, and impact on the schedule. Equally important is to keep a record of these agreed upon changes. The most common process for documenting changes is to have written “change orders.”

Most standard form construction contracts have a “changes in the work” clause that establishes procedures for revising a contractor's scope of work. For instance, in the American Institute of Architects form AIA–A201 2017 change orders are addressed in Article 7, while in the Associated General Contractors of America’s ConsensusDocs 200, the change provisions are found in Article 8. Custom contracts often state there can be no oral modification of the contract and only signed, written change orders will be binding on the parties. Whether signing a subcontract or selling directly to the consumer, flooring retailers and contractors should include a change order clause in their contracts to minimize future disputes.

Change orders represent some of the most contentious disputes between contractors, subcontractors, and property owners. Part I of this article will address the basics of change orders. Part II will review the issues raised when change orders are challenged..

Change In Work Clauses A change order is a written amendment to an existing contract that alters the work, the amount of payment and/or the contract time. Change orders are by their nature for work and materials not included in the existing contract. Some will be obvious, such as changing the flooring products to be installed, or adding additional areas to replace or install flooring. Others changes may be less obvious to the buyer, including construction site conditions, the presence of mold or asbestos, or the need for new subflooring. Yet others may need to be specified in the contract, such as unanticipated material cost increases or additional expenses for delays.

The biggest problems occur when there is disagreement about whether the request constitutes a change from the original agreement or justifies additional payment. In order to avoid these types of issues, it is important to make sure that the scope of work is well defined in the original contract and what items are not covered, such as unforeseen site issues. Flooring retailers and contractors should consider the following:

20 Premier Flooring Retailer | TISE Edition 2024

In reality, changes can arise suddenly and there is pressure to keep to the schedule. ● Detailing the scope of work, including the materials and services to be provided, and specifying what is not covered, such as any remediation work; ● Attaching and incorporating into the contract any requests for proposal and the flooring retailer’s or contractor’s proposal, since they set out the scope of work and what the client requested; ● Specifying who is responsible for permits and fees and/or what fees are covered by the price; ● Excluding any undisclosed site conditions and preparations; and ● Addressing any increases in costs due to delays, new regulatory requirements, or supply price increases.

The more details provided, the less likely there will be disputes over what constitutes a change.

The Process for Change Orders Many contracts include the process for change orders, and it is key that the flooring retailer or contractor strictly follow that procedure. The process for agreeing to a change order typically begins when one of the parties to a contract requests a change to that agreement. The contractor prepares a “change order proposal” that specifies the changes, and the price for the extra work. Once the owner and contractor have agreed on scope, price, and schedule, a formal, written change order is prepared and signed by all parties. Then, the contractor proceeds to perform the changed work.

At least that's how it's supposed to work. In reality, changes can arise suddenly, and there is pressure to keep to the schedule. The standard process is not always followed and change orders are often quickly drafted or not even reduced to writing.

Moreover, in many circumstances, a contract will allow the owner to unilaterally change the work through a “construction change directive” when the parties cannot agree on how much will be paid for the extra work. The contractor will generally have to accept the additional compensation as determined by the architect, or file a lawsuit and have the courts decide the amount due.

Change orders are by their nature for work and materials not included in the existing contract.

Some will be obvious, such as changing the flooring products to be installed, or adding additional areas to replace or install flooring.

Part II will address these issues, suggest alternatives to formal change orders, and provide tips for dealing with change order disputes. ■ The information contained in this article is abridged from legislation, court decisions, and administrative rulings, should not be construed as legal advice or opinion, and is not a substitute for the advice of counsel.

Premier Flooring Retailer | TISE Edition 2024 21

ENGINEERED FLOORS

DW Select®/twistX®

D

W Select® brings a new collection of beauti-

fully styled patterns, textures, and colors to the

DreamWeaver® product family. Inspired by the nat-

ural landscape, these styles bring textural nuances, reminiscent of natural materials, into the home. The tailored fabrication of the products offers timeless

design elements coupled with functionality for the style conscious, yet active household.

Featuring Engineered Floors’® proprietary twistX®

technology, the company uses a patented process to

provide industry leading wearability for synthetic fiber.

This technology utilizes a blend of multiple fiber com-

ponents resulting in performance once reserved for premium carpets. TwistX consists of 33% higher bun-

dle sizes, meaning there is more carpet and higher density in each square yard than traditional carpet.

TwistX allows for unique styling characteristics

resulting in naturally inspired colors and textures.

However, twistX’s value doesn’t stop with its styling.

TwistX also includes Engineered Floors' proprietary fiber, PureColor®. PureColor is solution-dyed, mean-

ing that the color of the carpet fiber goes all the way through, much like the orange of a carrot, as opposed to traditional piece-dyed fibers where the color only

sits on top of the fiber, like the red skin of a radish. This creates a more balanced look in the color of the car-

pet. It also means that PureColor will not bleach from

spot cleaning, doesn’t fade from prolonged sunlight exposure, won’t wear in high traffic areas, and best of

all, can resist some of life’s harshest stains. Wine, pet stains, and mud are not an issue with PureColor.

Whether the homeowner is installing carpet in a

chic bedroom or a children’s playroom, DreamWeaver At top: Baja Ambrosia; above: Suffolk Columbia

has a collection that will fill any need. ■

…the company uses a patented process to provide industry leading wearability for synthetic fiber 22 Premier Flooring Retailer | TISE Edition 2024

engineeredfloors.com

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YUKON 8580 SHELLBROOK Premier Flooring Retailer | TISE Edition 2024 23

NAVIGATING BUSINESS SUCCESS

Grow with us webinar series by industry experts

Join our exclusive Grow With Us Webinar Series and connect with top industry experts to gain valuable insights and knowledge. Each month, we explore diverse topics followed by a dynamic Q&A. Don’t miss out on this educational opportunity.

Come grow with us!

February 15th

March 21st 2:00 pm (EST)

2:00 pm (EST)

Financial Insights 2024

Advocacy Update: Stay Informed. Drive Change.

Insurance: Securing your Business Future.

June 20th

July 18th

2:00 pm (EST)

Led by: Steve Abernathy COO, WFCA

May 16th

Led by: Jeff King General Counsel, WFCA Scott Humphrey CEO, WFCA

April 18th

Led by: Stacy Eickhoff, Senior V.P., Risk Strategies

2:00 pm (EST)

2:00 pm (EST)

2:00 pm (EST)

Installation for Sales People

Technology Trends

SEAL Leadership Academy

Led by: Jen Zurn Project Manager, CFI Crystal Sims Lead Installer, Preferred Flooring

Led by: Lewis Davis Sr. Director of Technology & Research, WFCA

24 Premier Flooring Retailer | D2 | 2023

Led by: Scott Humphrey CEO, WFCA Randy Gravitt CEO, Gravitt Company

www.wfca.org

(805) 368-3867 Premier Flooring Retailer | TISE Edition 2024 25

WAGNER METERS

Simplify Concrete Moisture Testing with True Remote Monitoring

E

xperienced flooring professionals know that testing the relative humidity

of concrete slab before a floor covering is installed is critical. Without test-

ing, the success of the concrete slab (and the flooring installed above it) is in jeopardy.

When you test the concrete, though, what do you do when it’s still too wet for installation?

You wait. And you re-test. And wait again.

Jason Spangler

Wagner Meters’ Flooring Sales Manager Jason Spangler has more than 25 years’ experience in sales and sales management across a broad spectrum of industries. He has successfully launched a variety of products to the market, including the original Rapid RH® concrete moisture test.

Jason, who received an MBA from West Texas A&M University in November 2018, has extensive industry involvement, including the National Wood Flooring Association (NWFA), the International Certified Flooring Installers Association (CFI), and is Vice Chairman of Associations for The Flooring Contractors Association (FCICA). Call Wagner Meters today at (844) 533-9100 and ask for Jason or visit

Isn’t there a way to avoid coming to the job site so frequently? A way you could

know for sure the floor is ready without having to keep checking?

A new partnership between Wagner Meters’ Rapid RH® L6 and Floorcloud™

has made that possible. Enter True Remote Monitoring™.

What Is True Remote Monitoring?

True Remote Monitoring is a hands-off approach to concrete relative humidity

(RH) testing. Once installed, the system automatically takes RH readings and sends them wirelessly to your smartphone.

That means you can be anywhere in the world and know in real time what’s

going on with a concrete floor.

www.wagnermeters.com

26 Premier Flooring Retailer | TISE Edition 2024

The system consists of: ● Rapid RH® L6 with the DataGrabber® with Bluetooth ● DataGrabber® Range Extender

● Floorcloud™ Jobsite Conditions Sensor ● Floorcloud™ app

These together make getting concrete moisture readings effortless. Here’s how.

How It Works

True Remote Monitoring uses both Bluetooth and cellular networks to send data to you. It involves three simple steps:

1. Rapid RH L6 sensors take in situ RH readings.

True Remote Monitoring is a handsoff approach to concrete relative humidity (RH) testing. Once installed, the system automatically takes RH readings and sends them wirelessly to your smartphone.

That means you can be anywhere in the world and know in real time what’s going on with a concrete floor.

2. Those readings get sent via Bluetooth technology to the Floorcloud sensor.

3. Floorcloud transmits the data wirelessly to the Floorcloud app.

You now have instant knowledge of your job site conditions. Why does it matter?

We’re about to see.

Premier Flooring Retailer | TISE Edition 2024 27

Tired of guessing how long it’ll take for concrete subfloors to be ready?

Looking to use your time and money more efficiently?

Then, True Remote Monitoring is the system for you. You’ll ensure longlasting and high-quality work with concrete RH testing. And you’ll take it a step further by keeping an eye on that concrete remotely.

How True Remote Monitoring Changes the Game for Floor Installers

also protects you. If moisture problems

mated system, will streamline concrete

the concrete RH levels were suitable

True Remote Monitoring, as an auto-

moisture testing for your business. It’ll

improve your job site travel, scheduling, documentation, and reputation.

Having

thorough

documentation

were to occur down the road, you could

show your clients that you made sure before placing a floor on top.

And finally, True Remote Monitoring

will help you build trust and credibil-

You won’t need to make as many trips

ity. Doing your due diligence and using

els. This is already a huge savings of time,

ents confidence in your work. They’ll be

to the job site to check concrete RH levmoney, and resources in and of itself.

But there’s more!

the latest technology will give your cli-

much more likely to give you a positive review and refer you to others.

True Remote Monitoring: Where guesswork involved. You’ll know when Quality and Efficiency Meet Your scheduling will be optimal — no

the job site is ready for the crew and

Tired of guessing how long it’ll take for

worry about having workers, products,

ing to use your time and money more

materials, meaning you won’t have to and equipment there unnecessarily.

Your documentation will be easier. The data from your RH tests will automati-

cally end up on your smartphone app,

where you can access it, create reports, and share the documentation. You’ll be

concrete subfloors to be ready? Lookefficiently? Then, True Remote Monitor-

ing is the system for you. You’ll ensure

long-lasting and high-quality work with concrete RH testing. And you’ll take it a step further by keeping an eye on that concrete remotely.

That sounds like the perfect cross

able to share it with other contractors

between quality and efficiency.

and your clients will also appreciate the

WagnerMeters.com or call us toll-free

on-site to help them with scheduling, evidence of your thoroughness.

28 Premier Flooring Retailer | TISE Edition 2024

To get your own system set up, visit

worldwide at (844) 533-9100. ■

L6 t s e T e r u t s i o M e t a r u c c s r A , o t o l s F a F e t e r c n o for C

• Simplest F2170 Test • Most Trusted • Lowest Cost/Test

RAPIDRH.COM Premier Flooring Retailer | TISE Edition 2024 29

FLOOR ED

The Networking Equation: Adding Value, Multiplying Connections

N

Lisbeth Calandrino

Flooring Specialist and

Associate Publisher and

Director of Social Media for Fabulous Floors Magazine

In today’s world, defining who you are and what you stand for holds unprecedented significance.

etworking used to follow a standard script, but the pandemic completely transformed how we approach it and our perceptions of people. The shift forced us to rely on technology to foster connections, significantly altering the landscape.

In this digital age, forming connections online has become remarkably more accessible. COVID-19 drastically altered our modes of connection; the familiar in-person channels vanished, replaced by tools like Zoom and Google Teams as our primary means of communication. Despite the ease of online interactions, initial connections often prove more effective in person.

Engage by friending individuals on these platforms and sharing mutual interests through posts and conversations.

Being present where your customers are — online and at your physical location — and creating a seamless online and offline presence improves credibility and trustworthiness.

Keep embracing platforms like Zoom or Microsoft Teams for connections. These allow for face-to-face interactions, giving a glimpse of who they are and fostering genuine connections. Despite some not utilizing these tools, I firmly believe they continue to be an excellent means for meetings and relationship-building.

In today’s world, defining who you are and what you stand for holds unprecedented significance. People are evaluating value systems more than ever before.

The pandemic highlighted the significance of connections, especially as many experienced feelings of isolation. During this time, we observed how businesses treated their employees and formed opinions based on their actions.

Acts of kindness, like aiding others or hosting engaging events, resonate profoundly and foster significant connections. Engaging in community efforts, supporting causes, or serving on not-for-profit boards shapes identity, attracting like-minded individuals aligned with your values.

Hosting unconventional community events amplifies engagement and social impact. Theme events, such as fundraising for breast cancer awareness or pet adoption drives, captivate audiences and create compelling social media content.

Why not have someone come in and teach a Zumba class? You may not have a lot of people the first time, but after a few sessions, watch the group grow. An Ecuadorian juice bar in my neighborhood plays great music and shows dance videos all day long. I suggested they host a dance night; they did, and their customer numbers soared.

30 Premier Flooring Retailer | TISE Edition 2024

Engage by friending individuals on these platforms and sharing mutual interests through posts and conversations.

Strategic Partnerships and Workshops Strategically partnering with complementary businesses expands outreach. Workshops on downsizing or DIY installations, complemented by snacks from collaborators, enrich the experience and foster stronger connections. Think Closet Retailers, a company that builds custom closets.

Innovative Social Media Engagement Utilize social media creatively by hosting diverse events like dance nights or Zumba classes, engaging customers beyond business interactions. Workshops on social media usage, podcasts, and blogs equip businesses with tools for growth and storytelling.

You can have someone from the local university teach a class on using these tools.

The next time, invite the businesses to bring in what they’ve created and post it on your social media. They will love it!

You can also bring in an intern from a local university to teach one of these classes for other businesses.

Non-Business Hobbies and Interests Hosting events centered around hobbies or non-business-related activities, like fishing or chess nights, creates unique networking opportunities. Such gatherings attract diverse audiences, strengthening community ties and fostering a memorable experience for potential customers.

Educational and Informative Content Online platforms offer a space for informational interviews or insights into community businesses, generating engaging content and highlighting community members.

Capturing the trade show experiences through interviews and product showcases can also garner interest from online audiences.

Customer Loyalty Programs Implementing a customer loyalty program cultivates brand advocacy and fosters stronger customer relationships. Such programs, offering exclusive deals or housewarming gifts, encourage recommendations and positive reviews, driving brand loyalty. By exploring unconventional avenues and nurturing community connections, businesses can expand networks. ■

Hosting events centered around hobbies or non-businessrelated activities, like fishing or chess nights, creates unique networking opportunities.

Such gatherings attract diverse audiences, strengthening community ties and fostering a memorable experience for potential customers.

Premier Flooring Retailer | TISE Edition 2024 31

s nd h! r e 9t ffe h O arc M

“You can dream, create, design, and build the most wonderful place in the world. But it requires people to make the dream a reality.” – Walt Disney

100

100 in 100 RECEIVE

%

TUITION PAID

For 100 days we will provide 100 scholarships to 100 new installers*. *The first 100 scholarship applicants, approved by the FCEF scholarship committee, received between December 1st, 2023 and March 9th, 2024 will be eligible for 100% tuition for the FCEF approved training program up to a $2,500 value.

More details online.

FloorYourFuture.com

32 Premier Flooring Retailer | D4 | 2023

WE NEED YOUR VOICE

Awareness of flooring craftsmen (especially with young adults) is extremely low. Help us generate awareness one community at a time!

STEP UP today by signing up to donate monthly online at FCEF.org/Donate

$500

ONE TIME DONATION

$100

PER MONTH PER

Your monthly donation comes with our DIGITAL AWARENESS KIT, so you can raise awareness about the flooring craftsman career in your

• • • • • •

Social Media Posts Digital Campagin Creative HTML Emails Customizable Flyers Door Decal Best Practices Guide

Local Job Fairs and High School Career Days are a great opportunity to share the flooring craftsman career. We have the entire kit ready for you to raise

• • • • • • • •

Pop-Up Display Tablecloth Video Loop Counter Card + Certificate Handout + Digital Download Digital Assets FloorYourFuture.org Landing Page Best Practices Guide

RECRUITMENT, SCHOLARSHIPS & PLACEMENT FOR TOMORROW’S FLOORING CRAFTSMEN Premier Flooring Retailer | D4 | 2023 33

FLOOR ED

Empowering Your Flooring Business in 2024: Choosing the Ideal Word for Success

A

s an independent flooring retailer and a member of the World Floor Covering Association (WFCA), setting a clear focus for the upcoming year is crucial for achieving business goals and fostering growth. One powerful and effective way to do this is by selecting a word that encapsulates your aspirations and intentions for 2024. In this article, we’ll explore the process of choosing your guiding word and how it can play a pivotal role in helping you achieve specific objectives within your flooring business.

Step 1: Reflect on Your Business Goals Before selecting your word, take a moment to reflect on your business goals for the upcoming year. Consider both short-term and long-term objectives, such as increasing sales, expanding your customer base, improving customer satisfaction, strengthening your team, or implementing innovative marketing strategies. Understanding your aspirations will provide a foundation for choosing the word that resonates with your unique vision for success.

Freida Staten

V.P. of Marketing,

Communications &

Membership, WFCA

Step 2: Identify Core Values and Strengths Consider the core values that define your business and the strengths that set you apart in the flooring industry. Whether it’s a commitment to quality, exceptional customer service, or a passion for innovation, identifying these elements will guide you in choosing the word that aligns with the essence of your business.

Step 3: Brainstorm Potential Words Now that you have a clear understanding of your goals, values, and strengths, begin brainstorming potential words and choose one that encapsulates the essence of what you want to achieve in 2024. Your word should serve as a source of inspiration and motivation, guiding your decisions and actions throughout the year.

For example: ● Innovation: Embrace new technologies and creative solutions to stay ahead in a competitive market. ● Excellence: Strive for excellence in every aspect of your business, from product quality to customer service. ● Connection: Foster stronger connections with your employees, customers, suppliers, and the community to build a loyal and engaged customer base.

34 Premier Flooring Retailer | TISE Edition 2024

Step 4: Prioritize and Refine Your Choices Narrow down your list of potential words and prioritize the one that resonates most with your business goals. Consider seeking input from key team members or mentors to ensure that the chosen word aligns with the collective vision for your business.

Step 5: Communicate Your Word Share your chosen word with your team, partners, and stakeholders. This simple act not only fosters transparency but also creates a shared sense of purpose. When everyone understands the guiding principle, it becomes a collective effort to bring the word to life in the day-to-day operations of the business.

Step 6: Create an Action Plan Once you’ve selected your guiding word, create a concrete action plan for how this word will influence your daily operations and decision-making processes. Develop specific strategies and initiatives that will help you embody this word throughout the year.

Step 7: Inspire and Motivate Use your word as a source of inspiration and motivation. Display it prominently in your workspace, incorporate it into meetings, and revisit it regularly. Your guiding word should serve as a constant reminder of the overarching theme you’ve set for your business journey in 2024.

Conclusion Choosing a word for 2024 can serve as a powerful tool for you as an independent flooring retailer looking to achieve specific goals within your business. By reflecting on your aspirations, identifying core values, and brainstorming potential words, you can set the tone for a successful and fulfilling year. With a clear focus and actionable plan in place, you’ll be well-equipped to navigate challenges, embrace opportunities, and elevate your flooring business to new heights. ■

…setting a clear focus for the upcoming year is crucial for achieving business goals and fostering growth. One powerful and effective way to do this is by selecting a word that encapsulates your aspirations and intentions for 2024.

By reflecting on your aspirations, identifying core values, and brainstorming potential words, you can set the tone for a successful and fulfilling year. With a clear focus and actionable plan in place, you’ll be well-equipped to navigate challenges, embrace opportunities, and elevate your flooring business to new heights.

Premier Flooring Retailer | TISE Edition 2024 35

TAKING THE LEAD

What Does fcB2B Provide?

W

Lewis Davis

Senior Director of Technology and Research

Having your software automatically updated with the current product information and pricing direct from your supplier is a real timesaver.

hen you think of fcB2B, what comes to your mind first? My guess is that you are thinking about receiving the product/price catalog, also known as the 832.

You would be correct that there is a huge benefit a retailer gets from fcB2B. Having your software automatically updated with the current product information and pricing direct from your supplier is a real timesaver. No need to monitor your mailbox, inbox, or fax machine for the current price sheet and wait for someone to update your software. You just hope they are concentrating on making sure they get the correct price assigned to the correct product. What else is available in fcB2B, and how can it make me more efficient, you may ask?

Let’s walk through a scenario for a minute. A customer has just come into your store, picked out a beautiful floor, received the correct price (because of the 832), and your RSA is trying to close the deal when the customer asks, “When can it be installed?” Someone in your store will probably do one of two things: pick up the phone and call your supplier to confirm the product is in stock or jump on the supplier’s portal and navigate to the page to search for the product and check inventory.

What if there was an easier way to check within your software?

Well, you are in luck. FcB2B has defined an internet service that allows your software to speak directly to your supplier and ask about inventory. This service called a web service, is the stock check and allows you to supply the SKU and other information to receive confirmation that the product is in stock. This all happens within seconds. There is no need to look for a phone number for customer service or the website and login information. Let’s say there’s not much inventory, so you would like to reserve the quantity you need for the order. That’s where the fcB2B defined reservation web service comes into play. You performed the stock check, and now you can pick your inventory and put a reserve on it. That’s what I call customer service. Now, the deal is closed, and you have a customer order.

The next logical step would be to discuss the Purchase Order and the PO Acknowledgement, aka the 850 and 855. You found the customer a beautiful floor, confirmed the installation date, and reserved the inventory. Do you have someone call the order in or navigate through the supplier’s website, duplicating work to build the order in their software? You already have all the information in your software.

Why not push a button and automate placing the order in your software and in your supplier’s system? Once your supplier processes the order, they will return the PO Acknowledgement with your reference number and the expected ship date. Both automatically appear in your software linked to the customer order.

Think about how much time you just saved, not calling customer service or login onto a website and supply the same information that was already provided in your

36 Premier Flooring Retailer | TISE Edition 2024

software. Given that the average human error percentage in data entry is 1%, that means that for every 100 orders manually processed, you can expect 1 will have an error. Expand that out to 1000 orders you can now expect 10 to contain an error. By using fcB2B PO’s you decrease those odds because the order is entered once and then the computer takes the information and send it along. Another web service that can be used is the Order Status service. This sends you to check the status of the order with your supplier, find out if an order that was backordered has now been updated with a product or ship date, proactively supplying updates to your customer about their order.

Now that the order has been placed with your supplier, you may want to know when it ships and what other orders are on the truck. This is where the Advanced Shipping Notice, aka ASN or 856, comes into play. The ASN is typically generated at the time of the truck being loaded and shipped from your supplier. The benefits of the ASN are knowing what products are on the truck prior to the truck arriving at your dock. It can also be used to automate the receiving process, allowing you to confirm the products and quantity and add the entire truck to inventory.

Finally, is the Invoice, aka the 810, once the order is shipped and invoiced, you will receive the 810. Your system can perform a three-way match, orderedreceived-invoiced, and update your software with the invoice number with any added charges. Once again, no one needs to manually update your software with the invoice details and confirm everything was received.

With all this automation and efficiency imagine how your business could grow.

Check the fcB2B website at https://fcb2b.info/connections/ to see if your suppliers are members. If your supplier is not showing to be a member, please complete this short survey (https://bit.ly/22fcB2Btps), so I can contact them about joining fcB2B to support their customers. You can also help by using the fcB2B Form Letter for Suppliers on the fcB2B website under the Resources > Files tab. This supplies a template that you can download and send to your supplier or update to include a personalized note before sending.

Visit our website at www.fcb2b.info and click on the Resources tab to learn more about fcB2B. The Members > Connections tab has a listing of the members who support fcB2B. ■ Do you B2B? Contact me to find out how to be more efficient in your business.

Lewis Davis at 706-217-1183 ext. 132 or via email at ldavis@wfca.org.

Given that the average human error percentage in data entry is 1%, that means that for every 100 orders manually processed, you can expect 1 will have an error. Expand that out to 1000 orders you can now expect 10 to contain an error. By using fcB2B PO’s you decrease those odds because the order is entered once and then the computer takes the information and sends it along.

Premier Flooring Retailer | TISE Edition 2024 37

Tom Martin, content marketing manager, Roomvo Chad Ogden, President/QFloors CFO

QFLOORS

Tracking Customer Leads.

From Website to Close QFloors’ QConnect improves lead management — and it’s free to some dealers

A

s a flooring dealer, leads are your most valuable asset — and a lot of them come before the individual has even entered your store showroom.

87% of shoppers research flooring products online before visiting a showroom,

so it’s crucial you’re making the right first impression. Great websites, with detailed product descriptions and innovative technologies (like Roomvo’s room visualiza-

Co-founders Chad and Trent Ogden.

tion tool), have a huge impact on how many visitors decide to reach out for more information or book an appointment at your showroom.

And once you’ve secured the lead, you need to do everything you can to make

the most of it. Every sales opportunity wasted is money down the drain, so how can you track every lead, ensure they’re followed up on properly, and maximize your chances of conversion?

Enter QFloors, user-friendly software specifically designed to streamline opera-

tions for flooring dealers. By tracking leads, inventory, accounting, ordering, sched-

uling, job costing, billing and taxes, QFloors empowers flooring dealers to easily understand and manage the fundamentals of their business.

And now, the new QConnect integration brings QFloors and companies like

Roomvo even closer together, making lead generation, tracking, and conversion easier and more successful for every flooring dealer.

38 Premier Flooring Retailer | TISE Edition 2024

“We got into this business because flooring dealers didn’t have a lot of choice. I think we’ve forced a change. Like Roomvo, we’re spending a lot of money on new tech and development to push things forward.”

“QConnect is already integrating with several 3rd party partners and website

providers in the industry and is open to integrating with even more,” said Chad

Ogden, president and owner of QFloors.”But our close partnership with Roomvo is particularly beneficial to dealers because the QConnect integration is free of charge for joint QFloors and Roomvo customers (a value of $600 per year).”

Profit-Boosting Technology, Accessible to Everyone

Roomvo and QFloors forged a partnership in 2021 based on a shared vision:

deliver affordable, cutting-edge, integrated technology designed with the flooring dealer in mind.

“Both companies are a voice for keeping things competitive in the industry,” said

Chad Ogden, president and owner at QFloors. “We got into this business because flooring dealers didn’t have a lot of choice. I think we’ve forced a change. Like Roomvo, we’re spending a lot of money on new tech and development to push things forward.”

Both companies prioritize helping retailers be successful. “The independent

dealer has very specific needs,” said Brandon Shidlowski, senior director of strat-

egy at Roomvo. “They work incredibly hard, but they want to focus on what they do best — selling floors. In that pursuit, we set out to give independent dealers powerful technology that was both easy to implement and use.”

Capitalize on Every Lead

To maximize ease of use, the new QConnect integration brings Roomvo and

QFloors even closer together by storing all leads generated in Roomvo in one place on the QFloors platform.

Lead generation starts on the front end, with websites and visualizers.“Our plat-

form is designed to drive more leads every step of the way,” said Shidlowski. “Cap-

turing the lead is just the first step. You need a way to easily track and manage those leads — and a clear process for converting them into sales”.

“Our platform is designed to drive more leads every step of the way,” said Shidlowski.

“Capturing the lead is just the first step. You need a way to easily track and manage those leads — and a clear process for converting them into sales”.

Once the lead is captured, QFloors’ software takes over. Whether they’re from

the website, digital marketing, social media, or showroom walk-ins, leads from all sources are centralized on QFloors’ CRM, minimizing double entry. More importantly, QFloors allows dealers to monitor leads and market to prospects, as well as track the return on investment (ROI) when the lead is closed.

Premier Flooring Retailer | TISE Edition 2024 39

The QConnect integration is the first step in accomplishing everything both Roomvo and QFloors have set out to do: make lead generation and conversion tracking easier and more accessible to every flooring dealer, no matter their tech expertise.

“We bring all these leads into a centralized area where we can track them so

RSAs can be held accountable for following up,” said Ogden. “You can tell when

the lead is closed, how much it’s closed for, what the customer purchased, and exactly where the lead came from.”

How to Learn More

The QConnect integration is the first step in accomplishing everything both Roomvo and QFloors have set out to do: make lead generation and conversion tracking easier and more accessible to every flooring dealer, no matter their tech expertise.

As mentioned, dealers partnered with both Roomvo and QFloors can get

QConnect completely free of charge (a value of $600 per year). To get started, just

reach out to your QFloors contact to let them know you’re a Roomvo customer, and they’ll get you set up immediately.

For dealers partnered with just one platform — or neither — visit qfloors.com or

roomvo.com to book a demo.

And for dealers interested in learning whether QConnect already integrates

with (or has plans to integrate with) another website or digital marketing program, reach out to QFloors today. ■

40 Premier Flooring Retailer | TISE Edition 2024

Premier Flooring Retailer | TISE Edition 2024 41

TOM’S TIPS

A Most Important Few Minutes

W

Tom Jennings

Retail Training Expert Tom Jennings is a

lifelong member of the

flooring business. Since selling his family’s retail business in 2006, he

has served the industry as an educator and

speaker. He is a past

board chairman of the WFCA and is currently

the board chairman of

WFCA Services, Inc. He

may be reached at tomg.jennings@gmail.com

hen asked to compare the difference in performance characteristics between a top-producing sales professional and an average performer, I always respond that a common trait that the professionals exhibit is that they are willing to invest an extra “few minutes” per day toward their goal of being successful. By this, I mean the minutes that they are willing to prepare prior to their sales shift beginning.

Ask yourself if the following scenario sounds vaguely familiar: one minute before he “has to be at work,” Sorry, Salesperson comes gliding through the front door with his breakfast sack in one hand and his ever-present cell phone clinched in the other.

He appears as if he has been out of bed for about ten minutes. His hair is still damp.

His tie is draped over his shoulder, and his shirt tail is untucked. His rationale is that he doesn’t need to be dressed up yet. He’ll have time to finish getting ready when he gets to work. (What happens if a customer is waiting for him upon his arrival?). He proceeds to drape his coat on the back of his chair, drop his car keys on the desktop, and announce, “I’m here!” like he has really accomplished something.

While this may seem exaggerated to some, I have witnessed similar behavior far too many times. The sad reality is that those who are only willing to give such marginal efforts are too often allowed to get by with such non-professional performance. Amazing! Even if he is not concerned about his income retarding behavior, his manager should be. I was asked by a dealer recently for suggestions regarding a salesman who was habitually ten to fifteen minutes late nearly every morning. When I inquired how long he had been employed, I was told 18 years! I laughed and said not to worry about changing this guy’s behavior as his ship had sailed a long time ago! If he wasn’t fired with enthusiasm by now, then perhaps the time had come for him to be fired with enthusiasm. Remember, as a manager, you will always get the behavior that you are willing to accept.

Can you imagine a pro golfer stepping to the first tee with no warm-up session on the driving range? How about the bus unloading a football team in uniform at kickoff time? No mental warm-ups. No physical warm-ups. Just toss the coin and kickoff. Never going to happen! You can’t imagine a great singer not going through the scales before a concert. A talented musician would not perform without ensuring that their instrument was in tune. Why should striving to be any less professional in our chosen field be considered acceptable behavior?

Sales personnel and managers alike should spend a few minutes each morning walking your showroom to make sure that everything is in order. Are there new items displayed? If so, do you fully understand them? Are all prices clearly marked?

Are all of the lights on and in working order? Is the background music playing at a pleasant volume? Are the design tables clean and ready for the first customer in the

42 Premier Flooring Retailer | TISE Edition 2024

Photo credit Bill Oxford/iStock

Why should striving to be any less professional in our chosen field be considered acceptable behavior? door? Are your demonstration supplies restocked and freshened? Do you have sufficient collateral materials ready for distribution? Have you checked and returned any messages that may have been received since you last worked? While these may seem like small details, professionals realize that they are not. Any unnecessary time spent fumbling and stumbling in a customer’s presence reduces her perception of your professionalThe official magazine of the World Floor Covering Association

Premier FLOORING RETAILER A Special “Thank You” to all the manufacturers and their marketing departments who provided outstanding editorial to make this publication a success.

Publishing Staff Margo Rodgers Locust Publisher Karen George Managing Editor Stan Michelson, Communications Director Design: Toelke Associates Ron Toelke Creative Director

Editorial and Advertising Offices: Fabulous Floors Magazine, LLC Phone: 678-761-5002 Email: Margo@pfrmag.net

Contributing Writers

Chad and Trent Ogden, QFloors Jason Spangler, Wagner Meters

Amelia Toelke Project Designer Although every effort has been made to ensure accuracy and timeliness of information, Premier Flooring Retailer Magazine cannot be held responsible for discrepancies, typographical errors, discontinuance of product nor color reproduction.

ism and causes concern. As the customer’s perception of your ability’s declines, so does your chance of making this sale. Why take this chance?

If you want to be successful at sales, the first person that you need to sell is yourself. Create a mindset and working atmosphere that is conducive to your success.

Invest a few minutes each day being prepared to succeed.

Your customers and your wallet will be rewarded. ■ WFCA Scott Humphrey, Chief Executive Officer Freida Staten, VP of Marketing, Communications & Membership Steve Abernathy, Chief Operating Officer Kay Wiley, Executive Assistant to the CEO Contributing Columnists Lisbeth Calandrino, Lewis Davis, Scott Humphrey, Tom Jennings, Jeffrey King, Stacy Eickhoff, Freida Staten The World Floor Covering Association (WFCA) Phone: 855-330-1183 Email: wfca@wfca.org

Premier Flooring Retailer is a joint initiative of the World Floor Covering Association and Fabulous Floors Magazine, LLC. Copyright © FABULOUS FLOORS MAGAZINE and WFCA 2024.

All rights reserved. No portion of

this publication may be reproduced in any way without written consent from Fabulous Floors Magazine, LLC or the WFCA. Change of Address: in order to ensure the uninterrupted delivery of Premier Flooring Retailer, notice of change should be made at least 5 weeks in advance.

Premier Flooring Retailer is published quarterly in print and digital by Fabulous Floors Magazine, LLC located at 572 Main Street, Andrews, NC 28901 and the World Floor Covering Association located at 855 Abutment Road, Suite 1, Dalton, GA 30721.

Postmaster: Please send address changes to WFCA, 855 Abutment Road, Suite 1, Dalton, GA 30721.

Premier Flooring Retailer | TISE Edition 2024 43

VERSATRIM

Stepping It Up

V

ersatrim offers award winning products and is known for its high-quality

floor moldings, stair solutions and accessories that are designed to be

durable and long-lasting. Did you know Versatrim also partners with over 100

industry brands through their Coordinating Molding Program (CMP) providing

Did you know Versatrim also partners with over 100 industry brands through their Coordinating Molding Program (CMP) providing customers with thousands of flooring moldings in various profiles that are colormatched to partners flooring products?

customers with thousands of flooring moldings in various profiles that are color-matched to partners flooring products? This partnership helps customers by providing them with a seamless and convenient experience when it comes to selecting and purchasing moldings to perfectly complement their chosen floor brand resulting in a cohesive and visually appealing look.

By offering a comprehensive range of moldings that are color-coordinated to

our branded partners’ flooring products, Versatrim simplifies the shopping pro-

cess for customers. They can easily find all the necessary accessories in one place, saving time and effort. Plus, in 2023 Versatrim launched a new on-line shopping

site allowing customers to shop by application type, products, and brands. With

no minimum order quantities required, there are no overstock headaches to worry about. Customers can order only what is needed when they need it!

Versatrim will also highlight new products during The International Surfaces

Show (TISE) taking place in Las Vegas on January 24–26 at the Mandalay Bay Con-

vention Center. Stop by Versatrim’s booth #3047 to see their newest products

designed to address specific needs in the industry. Be sure to ask about their NEW primed quarter round and base shoe moldings.

These primed quarter round and base shoe products are pre-primed, which

means they are already coated with a layer of primer. This makes them ready for painting or staining to match any desired color or finish.

During the TISE show, Versatrim will also display their new stair solution prod-

ucts, “risers” and “round stair caps!” Both are designed to be easy to install, ensuring a hassle-free and efficient installation process.

For additional information on Versatrim’s products, accessories and services visit www.versatrim.com. ■

44 Premier Flooring Retailer | TISE Edition 2024

Premier Flooring Retailer | TISE Edition 2024 45

100% HIGH DENSITY MEMORY FOAM CARPET CUSHION

The World’s Best Carpet Cushion 46 Premier Flooring Retailer | TISE Edition 2024

100% HIGH DENSITY MEMORY FOAM CARPET CUSHION

Made of 100% high density memory foam, Healthier Choice Carpet Cushion offers the luxurious comfort you want while providing the support your carpet needs.

Healthier Choice Cushion’s dense, micro-cellular structure cushions every step by acting like millions of tiny shock absorbers, allowing your carpet to look newer and last longer.

NEVERCRUSH

TM

The appearance retention warranty for any brand of residential carpet is instantly doubled when installed over Healthier Choice Carpet Cushion.

The only carpet cushion to be awarded the UL GREENGUARD® Gold Certification for indoor air quality as an extremely low VOC emitting product.

Healthier Choice Cushion is infused with Ultra-Fresh® antimicrobial protection to prevent the growth of harmful mold, mildew and bacteria.

A revolutionary Breathable Moisture Barrier keeps liquid spills from penetrating down into the cushion while allowing moisture vapor to escape.

The only carpet cushion made with more than 50% soybean oil and natural minerals which reduces the use of fossil fuels while supporting sustainable alternatives.

Premier Flooring Retailer | TISE Edition 2024 47

FLOOR ED

EVA-LAST: Inspired by Nature, Designed for Life Globally Recognized: A Brand You Can Trust

E

va-Last manufactures and distributes specialized bamboo plastic composite products creating innovative, sustainable building materials and systems

that add value to customers’ lives. By embracing low environmental impact manufacturing and cutting-edge composite technology, Eva-Last is changing the

status quo. We design and deliver beautiful, long-lasting green alternatives that make our customers’ lives easier, healthier, and just plain better. Eva-Last composite profiles and complementary systems can be found in over 35 countries globally.

Outdoor Indoor Living Products: Revolutionizing Building with Hassle-Free Alternatives to Wood

Eva-Last offers eco-friendly composite products that do the job of timber or other

traditional outdoor building materials in a smarter and more sustainable way. EvaLast composite offers the beauty of timber, but in a hassle-free, durable option

that’s longer lasting, virtually maintenance-free, and green. Thoughtful detail to aesthetics now gives it an even more natural appearance in an expanded range of products, colors, and textures.

Eva-Last composite offers the beauty of timber, but in a hassle-free, durable option that’s longer lasting, virtually maintenancefree, and green.

48 Premier Flooring Retailer | TISE Edition 2024

Our Products Include ◆ DECKING

◆ CLADDING

◆ ARCHITECTURAL BEAMS ◆ FLOORING ◆ FENCING

◆ FASTENERS

Sustainability

The Eva-Last mission is to minimize our

carbon footprint with a zero waste policy.

We do this by using solar power in the manufacturing process along with highly renew-

able and naturally hard bamboo as one

of the raw ingredients. This, coupled with creative product design, creates product

span longevity and ease of installation.

Our impressive warranties show we stand behind the quality of our products. We

champion the concept of living better by living green. ■

We design and deliver beautiful, long-lasting green alternatives that make our customers’ lives easier, healthier, and just plain better.

Eva-Last composite profiles and complementary systems can be found in over 35 countries globally.

Premier Flooring Retailer | TISE Edition 2024 49

FLOOR ED

Introducing TIER Luxury Rigid Core Flooring by EVA-LAST® A New Era of Sustainable PVC-FREE Flooring

T

IER Flooring blends the authentic look of

wood with PVC-free Recyclable Bamboo Poly-

mer Composite (RBPC) for luxury rigid core floor-

ing that is more sustainable, more dependable and

extremely beautiful and functional. It is available in a wide range of natural colors, tones, and styles. High

resolution scans and advanced 3D digital printing technology create unrepeated natural profiles indistinguishable from actual wood.

This resilient flooring option is anti-scratch, water-

proof, stable, hygienic, heat resistant and environ-

mentally friendly. Its VOC-free composition and solar

powered manufacturing helps you know you are doing

your part to preserve the planet for future generations.

Reliable Indoor Flooring

TIER Element Flooring is designed for versatility, dura-

Why I unretired to head up Eva-Last Americas VP of sales.

bility, and stability. It is ideal for residential and commer-

1. M arc Minnie, the CEO’s passion, energy and vision

and 12-inch x 24-inch profiles available. TIER flooring

2. The stewardship of a sustainable, green company with every initiative lowering environmental impact.

cial applications with 7-inch x 75-inch, 9- inch x 75- inch can be installed without expansion joints on areas up to 2000 sf, even between adjacent rooms. ■

3. The products improve the lives and businesses of its partners.

4. The large R&D center where testing, development class leading composite technologies come to life.

5. The opportunity to develop and grow a brandnew flooring category in North America.

6. The timing was perfect — this company and new flooring category checked all my boxes.

Jim Nielsen, VP Sales, Eva-Last Flooring & Indoor Products.

50 Premier Flooring Retailer | TISE Edition 2024

INTRODUCING WFCA PREMIUM

in

g

Ex

Le

ad

Seek

ers

We believe in empowering our members to thrive in their professional journeys. As part of our commitment to your success, we are excited to introduce our enhanced membership structure—a gateway to new opportunities, exclusive benefits, and unparalleled support.

cellence a

s

SEAL LEADERSHIP ACADEMY The WFCA has partnered with Integreat Leadership to create an industry-wide leadership certification program. With over 50 modules, dedicated webinars, and coaching groups, this program is built to help you build your leadership skills to not only impact your business, but permeate your entire life.

VISIT US IN BOOTH #2413 TO LEARN MORE www.wfca.org Premier Flooring Retailer | TISE Edition 2024 51

KARNDEAN

Two New Art Select Designs Golden Kent Ash | RL44

Inspired by ancient hardwood sourced

in England, our Golden Kent Ash design brings rich golden brown tones to a space. As a felled hardwood, ash has

traditionally been used to make tool handles and chair frames. As the inspira-

tion for our flooring design, the source planks offered color contrast and vari-

ation that will create visual interest in a room.

Calacatta d’Oro | LM33

We traveled to Italy to source the inspi-

ration for our regal Calacatta d’Oro design. That inspiration is calacatta borghini, a precious marble from one of

the country’s oldest mountain quarries.

In limited supply, calacatta borghini is a highly sought marble that’s prohibitively expensive for most.

Our design captures the subtle grey

and gold veining unique to the calacatta borghini quarry, bringing sophistication and elegance to your space. ■

52 Premier Flooring Retailer | TISE Edition 2024

Stylish

NEW DESIGNS FOR 2024

Golden Kent Ash RL44

Get a sneak peek at SURFACES We’re introducing dozens of stylish designs in 2024, with new wood- and stone-inspired looks for a pair of collections: Karndean LooseLay, offering fast, easy installation, and Art Select, a collection that sets the standard for livable luxury, with ultra-realistic high-end looks and the durability of a 30 mil wear layer.

See all the new designs Jan. 24-26 at SURFACES, Booth 2221.

Premier Flooring Retailer | TISE Edition 2024 53

LAUNCH THE BOOK

THEN REGISTER FOR TISE 2024

54 Premier Flooring Retailer | TISE Edition 2024

AMER RUGS

AMORIM CORK FLOORING

BIDBUDDY.COM

EMSER TILE

ETERNITY FLOORING

FATTI TRACKS

GILARDINO FLOORING

HOST

INTELLI-FORCE TECHNOL-

KARASTAN

MOHAWK MS INTERNATIONAL Premier Flooring Retailer | TISE Edition 2024 55

METROFLOR

Metroflor’s Déjà New Expands Collection Portfolio with Updated Colors & Two New Designs

D

éjà New, Metroflor’s flagship collection of gluedown LVT introduced in

Metroflor Vice President of Marketing Gary Keeble noted, “With a new hardwood design and a new stone design, we have elevated the SKU count of Déjà New to 50. We felt that it would be more user friendly to sample the full collection in two materialcentric folders that would allow for larger swatches and folders that are easier to handle.”

2018, rings in the new year in 2024 with a line refreshment featuring

updated colors in existing products and two entirely new collections.

Popular Déjà New designs San Marcos Oak, Clean Oak, Belgium Weave, and Alley-

way have been updated with new colorations developed by Metroflor’s trend-spotter and Director of Design, Natalia Smith, with an eye on emerging color trends.

Two completely new designs will be introduced into Déjà New, one wood and

one stone. English Walnut blends modern color and classic graining for a new

wood look in 4 colors, while Terrazzo capitalizes on the popularity of this classic stone look with 8 distinct colors. Both new designs reflect the resurgence of traditional, classic style.

The new Déjà New expanded offering will be inventoried in Metroflor’s Calhoun

warehouse in March. With the line increase from 38 to 50 SKUs, Metroflor has seg-

mented its merchandising into two folders: one with wood designs and the other for the new stone and abstract looks.

In addition, Déjà New is carbon neutral, making it ideal for sustainable building

projects. Learn more about Metroflor’s carbon neutral initiative at metroflor.com. See what’s in store for Metroflor in 2024 at Surfaces in the Herregan Booth #1121. ■

Déjà New Belgium Weave Cool Grey

Déjà New English Walnut Charcoal

56 Premier Flooring Retailer | TISE Edition 2024

Déjà New San Marcos Oak Butternut

Thought you knew Déjà New? Think again.

Metroflor’s flagship 2.5mm, 20 mil flexible LVT has been refreshed with new designs and updated colors. In other words, Déjà New is new again. Now with 50 products spanning nine popular and trendsetting designs, Déjà New features a wide variety of woods, stones, and abstracts to complement a wide range of commercial interior design plans. In addition, Déjà New is carbon neutral making it ideal for sustainable building projects. Learn more about Déjà New and our carbon neutral initiative at metroflor.com.

IT’S DÉJÀ NEW ALL OVER AGAIN VIEW METROFLOR PRODUCTS AT SURFACES IN Premier HERREGAN DISTRIBUTORS’ Flooring RetailerBOOTH | TISE1211 Edition 2024 57

58 Premier Flooring Retailer | TISE Edition 2024

Get your business ready for the next generation with...

THE

FUTURE Carpets plus

IS NOW To learn more, scan code below.

To revolutionize your business, contact us today!

(770) 528-0222 info@carpetsplus.com allianceflooring.net CarpetsPlus COLORTILE® & Carpetland USA® are divisions of Alliance Flooring, Inc. | #TheFutureIsNow

Premier Flooring Retailer | TISE Edition 2024 59

Get Your Business Ready for the Next Generation We help independent flooring retailers compete and succeed in today’s ever changing marketplace. Take advantage of our complete menu of business tools and resources like best-in-class digital marketing, private label merchandising, exclusive products and retail selling solutions.

Alliance Flooring, Inc.

Revolutionize Your Business with Perfect Home®

was founded in 1997 to

Perfect Home is an all-new retail selling solution and cutting-edge technology

provide independent flooring retailers the professional tools and support they need to grow a successful floor covering business. As a CarpetsPlus COLORTILE® member you will see sales increase and overhead decrease,

platform developed to provide an unforgettable and unique shopping experience for your customers. With our PerfectVUE® room visualizer, in-store digital kiosk and our exclusive Interactive Design Consultant, Perfect Home bridges the gap between online and in-store shopping, an experience your customers and sales team will love.

Reach and Engage New Customers Online Our industry-leading digital marketing will help generate new leads and customers.

From state-of-the-art websites with robust lead capture and SEO to complete product catalogs and customization, you will see business improve as you close more sales. We also offer online marketing services and campaigns that are second to none.

every step of the way from store setup going

Showcase a Comprehensive Core Product Assortment

forward.

Today’s flooring consumer is overwhelmed with endless choices. We offer focused and targeted solutions in all flooring categories by selecting and featuring the best available product options that offer the complete package of color, style, service and value.

“Beth” the Interactive Design Consultant, is exclusive to Alliance Flooring in the industry.

60 Premier Flooring Retailer | TISE Edition 2024

Members bought into the Perfect Home program introduced at the group’s 2023 Annual Convention. It sold out in minutes.

Network With Other Successful Retail Store Owners Our conventions and summits offer amazing networking opportunities with other store owners. When you join CarpetsPlus COLORTILE you’re joining a family of like-minded retailers who are willing to share their insider secrets and best practices. This ensures greater success for the group as a whole and everyone benefits from this shared knowledge.

Reduce Operating Expenses & Cost of Goods Lower your operating expenses through networking best practices with like-minded entrepreneurs, and reduce your overall cost of goods sold with group pricing discounts and opportunistic buys.

CarpetsPlus COLORTILE members typically increase profits the first year of membership.

Streamline Operations Gain access to Best Practices and Proven Ways involving showroom layout, department management, sales, marketing and promotion, warehouse operations, measuring and installation. Learn new ways to approach business that will take your company to the next level.

The Perfect Home Showcase was held at Barnsley Resort for the early adopters of Perfect Home.

Ryan Dunn and Kevin Logue, co-Presidents and CEO’s of Alliance Flooring

Interested in Joining Our Family?

Joining our group will improve you personally and your bottom line. Find out more by contacting us at info@carpetsplus.com, 770-528-0222 or visiting allianceflooring.net.

Premier Flooring Retailer | TISE Edition 2024 61

Join us at TISE 2024 for unique learning sessions, networking, and celebrations.

Wednesday, January 24th 11:00 am

2:00 pm

3:00 pm

Scott Humphrey

Steve Abernathy COO, WFCA

General Counsel, WFCA

SEAL Leadership Program

Bottom Line: Financial Update for 2024

Legal Issues in the Flooring Industry

CEO, WFCA

Jeff King

Special Events: 4:45 pm

Tom Jennings Champion Award Announcement and Presentation

5:00 - 6:30 pm

First Timers Event

www.wfca.org 62 Premier Flooring Retailer | TISE Edition 2024

Thursday, January 25th 11:00 am

2:00 pm

Stacy Eickhoff

Senior VP, Risk Strategies

Michelle Winters

Rachel Berlin

Women of the Flooring Business

Seeing the Way Forward in a Complex World

Women in Leadership

Special Events: 3:30 pm

Luminary Award Honoring Kathy Young

3:45 pm

Honoring Emily Finkell, Women in the Flooring Industry and Michelle Winters, Women of the Flooring Business for their outstanding leadership in the industry.

4:00 pm - Panel Discussion

Kathy Young, Emily Finkell, Michelle Winters, Amy Rush (Moderator) Creating Success as a Female in the Flooring Industry

VISIT US IN BOOTH #2413

Thursday, January 25th, is Women’s Day with the WFCA. Join us for special presentations, awards, and ceremonies celebrating the power of women in our industry.

Premier Flooring Retailer | TISE Edition 2024 63

NSP PANELS

NUFLOOR

PORTERCRAFT FLOORS

PROKNEE

QFLOORS SOFTWARE

RIVA

SAMAD RUGS

SHAW | TOTALWORX

SHOWROOM PRICING

SWIFFER TEC | H.B. FULLER 64 Premier Flooring Retailer | TISE Edition 2024

VERSATRIM

PRINTECH KR

24-26 JANUARY 2024

LAS VEGAS ROOMVO

STANTON

North America’s Largest Surface Event presents the 2024 Product + Trends Lookbook. A preview of some of the new and innovative products presenting at TISE 2024 in Las Vegas. Preview the book and then connect with the event for more.

www.intlsurfaceevent.com VISUALEZ

Premier Flooring Retailer | TISE Edition 2024 65

KARNDEAN

Two New Looselay Designs Shorebird Ash | LLP360

Inspired by trees from the Swan Bay area

of Australia, our Shorebird Ash design replicates ash that's been permanently marked by bush fires, creating high vari-

ation in gentle brown tones and giving

the source material a different look from ash in North America.

Golden Danish Oak | LLP359

In the 1800s, oak forests were planted across Europe to provide high-quality

material for ship-building. Known to this day as "navy oaks," the timber from these

trees inspired our Golden Danish Oak design, which features distinctive knots and a consistent tone across planks. ■

66 Premier Flooring Retailer | TISE Edition 2024

Stylish

NEW DESIGNS FOR 2024

Shorebird Ash LLP360

Get a sneak peek at SURFACES We’re introducing dozens of stylish designs in 2024, with new wood- and stone-inspired looks for a pair of collections: Karndean LooseLay, offering fast, easy installation, and Art Select, a collection that sets the standard for livable luxury, with ultra-realistic high-end looks and the durability of a 30 mil wear layer.

See all the new designs Jan. 24-26 at SURFACES, Booth 2221.

68 Premier Flooring Retailer | TISE Edition 2024