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✯ 60th Anniversary Edition ✯

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Getting Connected Talking Technology with Kathy Ireland

It’s a WIN! WIN! MetroFlor and MagneBuild Receive Innovation Award at NeoCon 2019

Your Competition is Hungry, How Well are You Feeding Them?

“I know the price of success: dedication, hard work and an unremitting devotion to the things you want to see happen.” Frank Lloyd Wright


Congratulations to the WFCA on Years of Service to the Flooring Industry

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Mannington is a longtime supporter of the World Floor Covering Association and its mission to support the independent flooring retailer. Our Chairman, Keith Campbell, and his father, Johnny Campbell, are rare ‘father and son’ members of the WFCA Hall of Fame. Their dedication to the association, and its philanthropy the FCIF, stands out from the crowd and we proudly carry on that tradition today. Our industry is better, and stronger, because of the WFCA and its leadership. We look forward to what the next 60 years has in store!

www.mannington.com Residential and Commercial Sheet Vinyl, LVT, Laminate, Hardwood, Commercial Carpet and Rubber.


Q3 2019

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Running the Race Scott Humphrey, CEO, WFCA

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Six Powerful Words Tom Jennings, VP of Professional Development

10  Websites and Mobile Apps Must Be Accessible to the Blind and Hearing Impaired—Are Yours? Jeffery W. King, Outside General Counsel for the WFCA

20 PureColor® Carpet from Engineered Floors Engineered Floors

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Home Décor’s New Magnetic Personality Michael Bennett VP of Sales and Marketing, MagneBuild

On the cover: COREtec Stone in Sahni. Stylish. Strong. Simplified.

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The world didn’t need another product trying to emulate tile. So COREtec took a very different, modern approach. COREtec Stone was engineered around the way consumers live today. The result is a tile that offers an unprecedented combination of design, simple installation, livability and durability. It lives like you.

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Durable, Affordable, Authentic Plank & Tile Wall Accents from Verçade Trendy wall fashions from Metroflor

COREtec Stone from USFloors A tile that offers an unprecedented combination of design, simple installation, livability and durability

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You Can’t Ask for the Sale Unless You Deserve Lisbeth Calandrino

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Five Reasons to Love Cork Anne Reynolds, Director, APC Cork

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Your Competition is Hungry, How Well are You Feeding Them? Charles Stiles, President, Mystery Shopper Professionals Association

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What’s new in fcB2B? Lewis Davis, Senior Executive Director of Technology and Research for the WFCA

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How A Measuring App Can Transform Your Flooring Business Steven Wang, CEO and founder of Measure Square

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Getting Connected ...talking technology with Kathy Ireland

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Premier Automation Post by RollMaster Rollmaster’s integrated business software creates digital transformation for flooring businesses

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QFloors: Scott Humphrey, WFCA CEO, to Keynote Technology Conference If you use QFloors flooring software, come join us!

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20/20 for 2020: The WFCA Presents: WINNING at RETAIL A new Special Educational Series by Premier Flooring Retailer Magazine

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The Essentials for Preventing Moisture-Related Flooring Failures • Part 2 Jason Spangler, Wagner Meters’ flooring division manager

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Schönox AB® and Schönox iFix® Waterproofing System Virtual Accounting Services We are excited to announce Virtual Accounting Services from RFMS.

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STRATA_HEAT™ electric radiant floor heating system by Laticrete

Premier Flooring Retailer | Q3 2019

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TAKING THE LEAD

Running the Race

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Scott Humphrey CEO, WFCA

Our fear that we “can’t” paralyzes us to the point that we never get started.

was a fast kid. It was never really anything for which I trained. It just came natural for me. Maybe it is an inborn survival trait in every lastborn child. I spent a lot of time in my early years running from my brothers and from situations they got me into. You know, “Go ring that doorbell” or “knock that wasp nest out of the corner”. I have shared with you before that my trust in my brothers, who are still my heroes, was often a very blind trust. For instance, I was once challenged to play a game called “Catch that Ginny”. The jest of the game was that I would run around, and my brothers would try to sandwich me between the front tires of their bikes. When I asked if it was fun, I was assured it was — so I ran. At another time, one of my brothers bragged about how fast I could run to a neighborhood boy who insisted his younger brother could outrun me. Not liking that he had been challenged, my brother decided to up the ante by proclaiming that I could win the race if I was barefoot and the neighbor’s brother was riding a bike. Instead of that stopping the conversation, the neighborhood boy accepted the challenge. The next day, I was lined up to run barefoot against my opponent. I was determined to win. After all, I couldn’t let my brother down. Did I mention that I lived in a mobile home park with roads that weren’t paved, but were instead made up of large gravel stones? The short story is that I won, but had trouble walking for a couple of days due to the stone bruises on my feet. As I look back, I realize that my life has been a series of races. Some races are innocent like the ones mentioned above, and some have much greater stakes - like the race to succeed as a leader, businessman, husband and father. Whether you are racing for fun or for your life, as an individual or as an organization, all successful races share several key truths that if applied can make success more attainable: 1. You Must Start the Race to Win Fear of failure is one of the greatest

curses known to mankind. Our fear that we “can’t” paralyzes us to the point that we never get started. I compare this to those whose fear of flying limits them to travel only to locations that are within driving distance. There is so much more of the world, if you will simply take the first step. Please don’t misunderstand. I am not challenging you to “Try”, I am challenging you to “Do”. “Try” is a weak word that approaches new challenges with the excuse for failure already built in – “Well, at least I tried.”. Get started by taking your first step toward your future success. 2. You Must Equip Yourself for Success Why should anyone expect a suc-

cess for which they had not prepared? You may have heard of the participant that went to the track and field events at the 1996 Olympics in Atlanta, Ga and found himself running for his country. It turned out this country’s runner fell ill and ended 2 Premier Flooring Retailer | Q3 2019


What is holding you back? Is it a habit, your need to control everything, your unwillingness to delegate, your practice of carrying underperformers, your desire to avoid the uncomfortable conversation? up having to withdraw. At the last moment, his country was able to find him in the crowd and convince him to run for a chance to win the gold medal. On second thought, you probably didn’t hear about this, because it NEVER happened. Those who run at the highest levels inevitably train to beat the world’s best. What training are you doing to compete in your arena as a spouse, parent, community and/or business leader? Your preparation reveals your expectation. If you are not preparing for success, it shows that you are satisfied where you are. Further, your lack of investment in the success of those around you shows your belief in their capabilities. If you believe in another’s greatness, invest in it! 3.You Must Get Rid of Anything That Holds You Back I have shared previously about a race I was

in during my college years where each of the schools (Music, Science, Language, etc.…) were pitted against each other. Because I was part of the School of Music – one not normally associated with athletes, I was excited to be invited to be on the relay team. There was one unique thing about this race, because it was held around Halloween, each runner had to wear a costume. I went to a store and got a Spiderman outfit with a plastic top layer you pulled on and a mask. Never mind that the outfit was for a child. I was still quite small and was able to stretch it on over my torso. Let me fast forward to the end of the race — a race I never finished. After leading the first two laps, I awakened under a tree with paramedics over me trying to slow my heart rate. Apparently just because you can put a costume on, doesn’t mean you should. After they cut the plastic layer from my chest, my heart rate slowed, and I recovered – except for the embarrassment. What is holding you back? Is it a habit, your need to control everything, your unwillingness to delegate, your practice of carrying underperformers, your desire

to avoid the uncomfortable conversation? Though it might not be easy, whatever it is, get rid of it. Remember, it is a lot easier to drop an anchor than to reel it back in. Still one thing is for sure, the anchor will hold you where you are until you cut it loose. 4. You Must Respect Your Competition Get

to know your competition. Be aware of their strengths and weaknesses. Though we all have competition that seems unworthy, they are still in the race. That alone demands a certain level of respect. Don’t misunderstand, respect and admiration can be vastly different. If you begin to worship your competition, you will always believe yourself unworthy to be the best. A healthy respect is what keeps one professional from underestimating another. The greatest athletes know their competition almost as well as they know themselves. 5.You Must Remember, It Is Not How You Start but How You Finish I was blessed recently

to sit down with Paul Pumphrey. Paul is a member of the WFCA’s Hall of Fame and a past Chairman of the two organizations that merged to form the World Floor Covering Association. At 94, his mind is as sharp as anyone I know. Even more, he is not done impacting this industry. He still has hopes and dreams of seeing our industry unite around issues that are negatively impacting our success. He is passionate about the WFCA’s mission — “We exist to ensure the success of the Professional Flooring Dealer — and to represent their common interest.” He longs to see more people unite in membership with the WFCA to address the industries challenges. He reminds me of the story of John Stephen Akhwari… In the 1968 Olympic Games, despite hailing from the home of Mount Kilimanjaro, long-distance runner Continued on page 7

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of Service to the Industry

World Floor Covering Association As the unbiased voice of the flooring industry for 60 years, the WFCA champions the causes and issues that are important to the independent retailer. Thank you to all of our members and industry partners for being a critical part of our work. We look forward to the next 60 Years.

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Add your voice. Visit wfca.org or call 855.330.1183 to become a member today.


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

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

Publishing Staff Margo Rodgers Locust, Publisher Karen George, Managing Editor Lisbeth Calandrino, Associate Editor Stan Michelson, Communications Director Barry Briskman, Senior Copy Editor Ray Stewart, Production Manager Toelke Associates/Ron Toelke, Creative Director

Columnists Michael Bennett, Lisbeth Calandrino, Lewis Davis, Karen George, Tom Jennings, Jeffrey King, Frederik Langston, Margo Locust, Kelly Oechslin, RJ Petersen, Anne Reynolds, Jason Spangler, Charles Stiles, Maud Swalens, Steven Wang

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.

WFCA Scott Humphrey, Chief Executive Officer Tom Jennings, V  ice President, Professional Development Freida Staten, V  ice President Marketing + Communications Steve Abernathy, Chief Financial Officer Kay Wiley, Executive Assistant to the CEO 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 2018. 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 by Fabulous Floors Magazine, LLC located at 741 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.

RFMS Featured on Worldwide Business with kathy ireland® Resource and Financial Management Systems (RFMS), providing industry specific software to flooring dealers, was recently featured on an episode of Worldwide Business with kathy ireland®. RFMS representatives, Terry Wheat and Madeleine Bayless, speak with Ms. Ireland regarding the technology challenges and needs of today’s modern flooring business. They discuss how RFMS has been providing solutions for this unique industry for 35 years, both domestically and internationally, and offer a glimpse into future development. The episode also features interviews with several successful users of the RFMS business management system. They discuss how using the RFMS technology has improved their operational processes and client experience, resulting in higher profits. To watch the episode, use this link: https://www.rfms.com/products-services/ Madeline Bayless and Terry Wheat from RFMS featured on Worldwide Business with kathy ireland®

Premier Flooring Retailer | Q3 2019

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Races are not only run by individuals, but also by organizations. This year the WFCA celebrates 60 years of running the race with our members. Running the Race continued from page 3

Akhwari was not used to training in the type of conditions presented by Mexico City. The Mexican capital was positioned 2300 meters above sea level and the field that lined up for the marathon faced a formidable challenge. Akhwari was in the back from an early stage and began suffering from cramps as a result of the high altitude. Determined to improve his position, he was then involved in a pile-up with other athletes near the halfway point of the race. He stumbled to his feet with a badly gashed and dislocated right knee, as well as a bruised shoulder. He was encouraged to pull out of the race. In fact, 18 of the 75 athletes who started the race would fail to complete the course — but after receiving some treatment and a bandage for his knee from trackside medics, the Tanzanian decided to continue, and finish what he had started. While Ethiopian runner Mamo Wolde, more comfortable with the altitude than most, was crossing the finish line to claim the gold medal, Akhwari was stumbling along in a distant last place. As darkness fell and the crowd filtered out of the Estadio Olímpico Universitario, Akhwari entered the arena alone on the final 800 meters of his journey. Television crews rushed back to their spots to capture the moment that he limped over the finish line, over an hour after Wolde’s win. When asked why he continued under such punishing circumstances, Akhwari uttered one of the most memorable and inspirational lines in the history of the Games: “My country did not send me 5,000 miles to start the race,” he said. “They sent me 5,000 miles to finish the race.” Like Paul Pumphrey and John Stephen Akhwari, the WFCA is intent on finishing the task before us. Races are not only run by individuals, but also by organizations. This year the WFCA celebrates 60 years of running the race with our members. I challenge you to join with us for the next 60 as we unite to overcome the issues that are impacting our industry. Go to www.WFCA.org for more information on how you can become part of the solution. After all, it’s how you finish that really matters! ❚

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Premier Flooring Retailer | Q3 2019

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IT’S YOUR UP

Six Powerful Words “Be sincere. Be brief. Be seated.” Franklin Delano Roosevelt

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Tom Jennings VP of Professional Development

hile President Roosevelt uttered these famous words nearly nine decades ago, they have proven to be timeless. We have all been in situations where a speaker is droning on and on in search of a point to make. The likelihood of him making a favorable impression upon you seems to diminish with each additional word spoken. The same point could be made when summarizing the effectiveness of many salespeople. With acknowledgement to our former president, let’s take a lesson from his six famous words.

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. and WFCA vice president of professional development.

Be sincere Just as animals can sense fear in humans, I believe that most customers can sense the essence of baloney emanating from the pores of too many salespeople. Somehow these clowns mistakenly believe that being slippery, or cute, is a shortcut to being successful. Misleading tactics may work selling snake oil at the carnival, but they are not remotely effective when selling large ticket items. Flooring is installed in our homes and offices where we must live with the consequences of our decision for years. Customers are looking for someone to purchase from even more so than they are looking for something to purchase. To be effective selling, you must first be liked. Only after a customer likes you, will they trust you. Once they trust you they will then believe you. When they believe you they will purchase from you. But they must first like you. Very few people like a phony.

He may be reached at tjennings@wfca.org.

Be brief Most salespeople seem to think that if their lips aren’t moving that they aren’t selling. Wrong! You will sell more using your ears and your eyes than you ever will with your mouth. Learn to ask interesting questions that engage your customer. Then shut up and absorb what your customer is telling you; both verbally and non-verbally. There

There is a saying to the effect of “I have never learned anything while I was talking.” 8 Premier Flooring Retailer | Q3 2019


To be effective selling, you must first be liked. Only after a customer likes you, will they trust you. Once they trust you they will then believe you. When they believe you they will purchase from you. But they must first like you. Very few people like a phony. is a saying to the effect of “I have never learned anything while I was talking.” You will be most successful when you master the art of making each customer seem special. Learn what the customer’s concerns and wishes are — then address them. But you have to learn them first. Be seated Successful salespeople do their best work sitting down. They realize that to fully engage a customer, they cannot be following her around the showroom as she seemingly touches every sample in the store. They have learned to control the presentation. To do so, they get the customer seated at a design table and begin to build the relationship before they present the first product. How could they effectively do so otherwise?

Doctors wouldn’t show you all of their pills and then ask you where it hurts, would they? Of course not. To make a recommendation without proper diagnosis in the medical field is called malpractice. Our presenting product before we gather enough information to make a proper recommendation is just as negligent. At first glance, this method may seem to require a little more time being spent with each customer. It will prove to be time well spent as both your close rate and your average ticket size will increase. Remember that the goal is to make customers for life, not to see how many people you can talk to today! I have heard that history’s most profound thoughts are largely stated in twenty five words or less. FDR only needed six. We should all take note. ❚

I have heard that history’s most profound thoughts are largely stated in twenty five words or less. FDR only needed six. We should all take note.

Franklin Delano Roosevelt — “FDR” (1882–1945) — was an American statesman and political leader. He won election to the New York State Senate in 1910, served as Assistant Secretary of the Navy under President Woodrow Wilson during World War I, and was governor of New York 1929–1933. FDR was elected the 32nd President of the United States and was in office from 1933 until his death in 1945. He led the United States during the Great Depression and World War II. Photo of FDR in 1933, courtesy Library of Congress. Premier Flooring Retailer | Q3 2019

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LEGAL MATTERS

Websites and Mobile Apps Must Be Accessible to the Blind and Hearing Impaired—Are Yours?

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n a 2016 issue of the Premier Flooring Retailer, we advised retailers that there was a growing trend to apply Americans with Disabilities Act (ADA) beyond physical facilities, such as the need for wheelchair ramps, and extend it to retailers’ websites, mobile applications, or other web-based technologies. “Does My Website Violate the ADA?” Premier Flooring Retailer (May/June 2016). As predicted, there have been an increasing number of lawsuits alleging that websites and mobile applications violate the ADA. ADA Website and Mobile App Lawsuits 2016–2018

Jeffrey W. King Outside General Counsel

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for the WFCA Jeffrey King has more than 35 years’ experi-

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ence in complex litigation with a focus on contracts,

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employment, construction, antitrust, intellectual property and health care. He serves as general 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.

2016

2017

2018

The number of lawsuits challenging the accessibility has grown from 262 cases filed in 2016 to over 2250 suits in 2018. There is no indication that this trend will slow down and is likely to increase in all states. These lawsuits have targeted businesses across a number of industries, including retail stores, restaurants, health care providers, and e-commerce companies. Accordingly, it is time to provide more guidance on how a flooring retailer can comply with the ADA and minimize the risks that its websites will be challenged as violating the ADA.

The ADA and Websites. The ADA requires private businesses that serve as “places of public accommodation” to remove “access barriers” that inhibit a disabled person’s access to goods and services. Commercial establishments such as retail stores restaurants, and movie theaters are all considered public accommodations. When the ADA was enacted, Congress did not anticipate the crucial role that the internet would have on buying and selling products and services. Accordingly, the ADA does not explicitly address online compliance. 10 Premier Flooring Retailer | Q3 2019


The Department of Justice (DOJ), the primary federal government agency responsible for enforcing the ADA, has consistently stated that websites must be accessible to disabled persons, but has failed to provide what constitutes an accessible website. The Department of Justice (DOJ), the primary federal government agency responsible for enforcing the ADA, has consistently stated that websites must be accessible to disabled persons, but has failed to provide what constitutes an accessible website. The DOJ did issue proposed regulation in 2016 on what must be done to ensure a website and mobile application comply with the ADA, but President Trump’s administration abandoned these regulations and standards. Accordingly, there is no standard that will ensure a website or mobile application complies with the ADA and it has fallen to the courts to determine what is needed to comply with the ADA. The courts have split over whether the ADA is limited to websites and mobile applications must promote or relate to a physical location. Some courts have ruled that a website can be a place of public accommodation whether or not the seller has a physical location. Other courts have held websites falls within the ADA if the company has a physical location that sells the goods and services. While it is not clear how, or even if, ADA rules will be applied to any particular website, it is a good idea to take caution and ensure your website is reasonably accessible. Moreover, many states have adopted their own accessibility laws, and plaintiffs have been increasingly successful in lawsuits claiming ADA violations.

Are There Any Standards? While there is no official standard, the courts have frequently used the Web Content Accessibility Guidelines (WCAG) “2.1 Level AA Success Criteria” as a standard to gauge whether websites are accessible. WCAG guidelines break accessibility issues down into three levels. Level A issues are the most urgent and include problems that can severely limit a disabled visitor’s ability to navigate

or use the website. Level A should be the minimum needed to comply with the ADA. Level AA deals with changes that are needed to give disabled users the full experience of a site. This is the level that will generally be adequate to ensure your website is accessible under the ADA. Level AAA issues are the highest standard, and an excellent goal. Full Level AAA compliance, however, can be costly. ADA requires that you make “reasonable” accommodations. The WCAG 2.1 AA success criteria are comprised of 38 requirements. These requirements cover four basic categories of accessibility. Perceivable—This simply means the website or mobile application accessible to the disabled. For example, if the user is blind, any non-text content must be able to be changed into other forms people need, such as large print, braille, speech, symbols or simpler language. Similarly, audio must be accessible to the deaf by allowing, for example, close captioning. The site should use fonts that are easy to read, such as Georgia, Open Sans, and Quicksand. WCAG 2.1 recommends light backgrounds with dark font so any text or image can be easily read. Operable— The disable must be able to navigate the website or mobile application. For example, a site should be navigated using a keyboard alone. Not all users are able to interact with a touchscreen or grip a mouse. Voice commands should be available as an alternative to requiring using a keyboard or mouse to navigate the site for the physically impaired. Users should also be able to pause content or slow down automatic slideshow movements. It may be a good idea to eliminate any videos that auto-play or that have a time-limit. The visually impaired may need more time to convert the videos to a readable form. Premier Flooring Retailer | Q3 2019

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Most flooring retailers use an outside vendor to develop, maintain, and update their websites and mobile applications. These retailers rely on the developer to design their websites and mobile applications to comply with the ADA. Understandable—A user must be able to discern and comprehend all information and navigation on a website. For example, a beep for a composing error is inadequate. The site should automatically offer recommendations to them as to how to better navigate toward the content they need. It is recommended not to have drop down menus or offers. These require the user to see and be able to use a mouse. Robust—The language of the site should be accessible by text readers to identify codes and function accordingly. It basically means the code should be readable by an assistive reader. It is recommended that the code on your site use standard HTML tags. Most website platforms are designed to operate using modern code format. The individual requirements will depend on the website and mobile applications. For example, software that reads text aloud for visually impaired users cannot read complex image documents. As explained below it is important to flooring retailers should evaluate its websites and mobile applications to ensure they are accessible to the blind, deaf, and those who must navigate by voice, screen readers or other assistive technologies. This will generally involve your technical staff or the website and mobile application developer.

What the Retailer Should Do? Most flooring retailers use an outside vendor to develop, maintain, and update their websites and mobile applications. These retailers rely on the developer to design their websites and mobile applications to comply with the ADA. Some courts, however, have ruled that the website or mobile application owner is responsible 12 Premier Flooring Retailer | Q3 2019

for complying with the ADA, and it cannot pass that responsibility on the developer. Nonetheless, there are precautions they can take. 1. Review Your Website and Mobile Apps. It is helpful for you and your employees to periodically review your website and mobile applications. The review should be with an eye toward accessibility if you were blind, deaf or otherwise disabled. If possible, have persons with disabilities review these sites and make recommendations. 2. Listen to Complaints. Do not ignore any concerns raised by your customers, whether or not they have a disability. Any complaints may identify a problem with the site’s accessibility. If customers are having problems, it may indicate a problem for the disabled to access you site. 3. Contract with Web and App Developer to Meet ADA Compliance. In any contract with the company developing or updating your website and mobile applications, you should try to have the developer ensure that the website or mobile application is ADA compliant and meets the WCAG 2.1 AA standards. This does not transfer liability for noncompliance with the ADA, but allows you to sue the developer for breach of contract for failing to develop a ADA compliant website and mobile application. You may be able to recover the cost you incur if sued because the website and mobile application did not comply with the ADA. Some developers will refuse to agree to be ADA compliant since, as explained above, there is no definitive standard for website and mobile application compliance with the ADA. In that situation try to require


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Congratulations WFCA on 60 Years! We appreciate your steadfast commitment to the industry and your valued sponsorship to SURFACES! See you in January!

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Premier Flooring Retailer | Q3 2019

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the developer to design a website and mobile applications that meet the WCAG 2.1 AA standard. Such a provision can read: The Developer warrants and agrees that the websites, mobile applications, and/or other web-based technologies developed, maintained, and updated comply with the accessibility requirements of the Americans With Disabilities Act (42 U.S.C. § 12101 et seq) and meets the WCAG 2.1 AA standard. 4. Indemnity Provision. Notwithstanding, as explained above, that some courts have ruled that the owners of a website or mobile application owner cannot pass ADA compliance responsibility on the developer, your contract should also require the developer to indemnify, hold harmless, and defend you against any claims that your website and mobile applications are not ADA compliant. It is recommended that the contract require the developer to “reimburse” you for any costs in case a court finds that you cannot require the developer to indemnify you. Such indemnification language could read as follows. Indemnification: Developer hereby agrees to indemnify, save, defend, and hold harmless, reimburse the Buyer, its subsidiaries, affiliates, related entities, partners, agents, officers, directors, employees, attorneys, heirs, successors, and assigns, and each of them, from and against any and all claims, actions, demands, losses, damages, judgments, settlements, costs and expenses (including reasonable attorneys’ fees and expenses), and liabilities of every kind and character whatsoever, which may arise by reason of: (i) any act or omission by the party or any of its officers, directors, employees, or agents; (ii) any breach of the obligations under this Agreement; (iii) the inaccuracy or breach of any of the covenants, representations and warranties made in this Agreement; and/or (iv) any claim that the Products and Services do not comply with the 14 Premier Flooring Retailer | Q3 2019

Americans with Disabilities Act or similar federal or state law. This indemnity and reimbursement shall require the payment of costs and expenses as they occur, including the costs of making the Products and Services compliant with the ADA. Each party shall promptly notify the other party upon receipt of any claim or legal action referenced in this Section. The provisions of this Section shall survive any termination or expiration of this Agreement. It is also recommended that the contract require the developer to “reimburse” you for any costs in case a court finds that you cannot require the developer to indemnify you. Reimbursement of Compliance Costs: Developer shall reimburse the Buyer, its subsidiaries,


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(800) 261-6456 www.carpetspluscolortile.info CarpetsPlus COLORTILE is a division of Alliance Flooring, Inc. Premier Flooring Retailer | Q3 2019

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If an employer with more than 15 employees uses an online or mobile application, then the application must be accessible or the application may be considered effectively to exclude individuals with disabilities from employment. affiliates, related entities, partners, agents, officers, directors, employees, attorneys, heirs, successors, and assigns, and each of them, from and against any and all claims, actions, demands, losses, damages, judgments, settlements, costs and expenses (including reasonable attorneys’ fees and expenses), liabilities of every kind and character whatsoever, and the costs of making the Products and Services compliant with the ADA which may arise by reason of any claim that the Products and Services under this Agreement do not comply with the Americans with Disabilities Act or similar federal or state law. Even if these provisions are not enforceable, they will show that the flooring retailer and contractor made reasonable efforts to comply with the ADA.

Employment Applications. Although beyond the scope of this article websites and applications can also impact employment practices. If an employer with more than 15 employees uses an online or mobile application, then the application must be accessible or the application may be considered effectively to exclude individuals with disabilities from employment. Fortunately, the Department of Labor, through its Office of Disability Employment Policy, has created a free online tool to assist employers. The Talent Works tool provides general background on accessibility and practical tips for “making online job applications, digital interviews, pre-employment tests and resume upload programs accessible to people with disabilities.”

Conclusion 5. Insurance: The retailer or contractor should check with its insurance broker to see if it can purchase insurance. Such a policy will generally not cover fines or penalties that can be imposed, but retailers and contractors may be able to find coverage for legal fees or even damages incurred for these types of ADA claims. Flooring retailers and contractors should see whether either Cyber Liability and Employment Related Practices policies would cover the legal fees.

There is no simple solution or standard to ensure a website or mobile application complies with the ADA. Given the complexities, the costs of compliance, and potential liability, it is recommended that the flooring retailer and contractor consult with website experts and competent legal counsel to determine whether its website and mobile applications comply with the accessibility requirement under the ADA. ❚

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.

16 Premier Flooring Retailer | Q3 2019


S

O C

U L AT I O T A R G N N Y E A R S of servi ce

s to the indu

try

Congratulationsto to Congratulations The World World Floor Floor Covering Covering Association. Association. The We are are privileged privileged to to be be aa part part of ofthis thishistory. history. We Executive Committee Members Jason Fromm (Chairman) Carpet Spectrum, Inc., Lomita, CA Maryanne Adams (Immediate Past Chairman) Avalon Flooring, Cherry Hill, NJ

Tony Buckhardt Carpet Cushions & Supplies St. Joe, IN Tom Cartmell Mr. Davids Flooring International LLC Indianapolis, IN

Deb DeGraaf (Chair Elect) DeGraaf Interiors, Hudsonville, MI Dean Howell (CFO/Treasurer) Moda Floors and Interiors Atlanta, GA

Kelly Cosgrove HOM Furniture Inc., Coon Rapids, MN

Jim Walters (Vice Chair) Macco Floor Covering Center, Inc. Green Bay, WI Adam Nonn (Vice Chair) Nonn’s Design Showplace Middleton, WI

Tim Jacobi Jacobi Carpet One, Hastings, NE Mike James Metro Carpets, Smyrna, TN Y

Jeff Lerner o fFrancisco, s e r vCA Floorcraft, San ice

Skip Mancini BT Mancini Co., Inc., Milpitas, CA

Scott Humphrey WFCA (CEO), Dalton, GA

Lauren Voit Great Western Flooring Naperville, IL

Directors Cheryl Acierno Acierno & Company, Denver, CO

Associate Directors Joey Faircloth Mohawk Industries, Calhoun, GA

Patrick Warren Emser Tile, Los Angeles, CA

Riley Gazzaway Atlanta Flooring Design Centers Suwanee, GA

Past Chairmen

Nick Freadreacea, CFE The Flooring Gallery, Louisville, KY Scott Walker Bellingham, WA

Bob Hill Floor Covering Associates, Inc. Shorewood, IL Ron Leach Rafael Floor Covering, San Rafael, CA Brooks Mancini Reno, NV

Paul Johnson Interiors One, Inc., Carpet One Tulsa, OK

Aaron Pirner Cap Carpet, Inc., Wichita, KS

Janice Clifton Abbey Carpets Unlimited, t r y Napa, CA

Donny F. Phillips Jr. Atlanta Flooring Design Centers Suwanee, GA

E A R S

Shane Lewis Town & Country Floor Design Inc. Abbotsford, BC, Canada

Don Roberts (Vice Chair) Wheat’s and Don’s Carpet One Tuscaloosa, AL

Mitchell Brown French-Brown Floors, Dallas, TX

Maryanne Adams Avalon Flooring, Cherry Hill, NJ

Janice Clifton Abbey Carpets Unlimited Napa, CA

Sam O’ Krent (Secretary) O’Krent’s Abbey Flooring Center San Antonio, TX

Jay Kopelson Mannington Mills, Inc., Salem, NJ

ndus t o tHarold h e iChapman, CFE

C3 Connect, LLC, Greenville, SC Jim Walters Macco Floor Covering Center, Inc. Green Bay, WI David C. Alton, CFE Peoria, AZ Carl Biggs Scotts Valley, CA Dennis Blake, CFE Better Floors & Restorations Placentia, CA

Wendell Prescott Spectra Contract Flooring Norcross, GA Paul Pumphrey, CFE Pueblo, CO Scott Steel, CPA My Flooring America, Webster, TX Legal Counsel Jeff King Attorney at Law, Delray Beach, FL

Curt Bowler Great Floors, Missoula, MT

Amplify your voice. Join the WFCA. Visit wfca.org for more details. Premier Flooring Retailer | Q3 2019

17


Happy 60th Anniversary WFCA! At Engineered FloorsŽ, we’re dedicated to providing valuable partnerships to our dealers, and we know WFCA shares that same dedication.

18 Premier Flooring Retailer | Q3 2019


The color on traditional carpet fibers sits on top like the red skin of a radish.

Easy to Clean

Doesn’t Fade

Resists Stains

Won’t Wear

With PureColor, the color penetrates the fiber like the orange of a carrot.

engineeredfloors.com | dwcarpet.com

Premier Flooring Retailer | Q3 2019

19


SHOWIN’ OUR STUFF

PureColor® Carpet from Engineered Floors

W

hen Engineered Floors began ten years ago, it set out to reinvent the carpet industry, and it did so with a new, proprietary carpet fiber, PureColor®. From that revolutionary

idea, the company has grown to become one of the largest carpet producers in the world. PureColor is solution-dyed, meaning that the color of the carpet fiber goes all the way

PureColor is an asset to any room in the home.

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 carpet. It also means that the carpet 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 like wine, pet stains, and mud. PureColor is offered in an array of styling options including grays, neutrals, and earth tones.

20 Premier Flooring Retailer | Q3 2019


PureColor uses 30 percent less energy, 87 percent less water, and generates 42 percent less greenhouse emissions than traditional carpet manufacturing processes.

PureColor is manufactured under one roof—PET chips come in one end of an EF plant and go out the other as rolls of carpet— and that not only allows EF to make carpet more efficiently and affordable but it also means that EF’s carpet is better for the planet. PureColor uses 30 percent less energy, 87 percent less water, and generates 42 percent less greenhouse emissions than traditional carpet manufacturing processes. PureColor is an asset to any room in the home. Whether installed in the living room, child’s playroom, or even a sunroom, it will perform. It’s not a “niche” product or something that will fade away with passing trends. It is something that every homeowner can live their life on, something that doesn’t cause stress or more work, something that helps the homeowner out when they need it most. After she simply takes a rag and any common household carpet cleaner to get out that grape juice stain we want her to say, “That’s why I bought this carpet!” ❚

Premier Flooring Retailer | Q3 2019

21


ADD THE POWER OF PODIUM TO YOUR WFCA MEMBERSHIP Whether it’s winning more leads, earning repeat customers, or simply doing more as a team, Podium powers every local business interaction in a modern, convenient way. WFCA Members Receive an Exclusive Discount!

22 Premier Flooring Retailer | Q3 2019

Visit wfca.org/page/podium for more details.


Help flooring industry workers ba�ling serious illnesses get back to normal life.

2019 donor lEVELS $1,000 $2,000 $5,000 $10,000 $25,000 $50,000

Genesis Bronze Silver Gold Platinum Diamond

The Floor Covering Industry Foundation is a 501(c)3 Non-Profit that provides grants to industry workers who are battling life-altering illnesses, catastrophic injuries, and other severe disabilities.

Companies & individuals who make a pledge at the $500+ level by October 31 will be recognized in Premier Flooring Retailer, along with other media, in fourth quarter publica�ons. Thank you for giving! e: info@fcif.org p: 855.330.1183 f: 706.217.1165 855 Abutment Road, #2 Dalton, GA 30721

fcif.org

Premier Flooring Retailer | Q3 2019

23


SHOWIN’ OUR STUFF

Home Décor’s New Magnetic Personality What began as a breakthrough flooring solution is now going vertical.

I

s there no end to the expanding use of Magnetic Building Solutions (MBS) technology? Not if Michael Bennett has anything to do with it. Michael is the VP of Sales and Marketing and,

along with Scott Humphrey, CEO of the World Floor Covering Association (WFCA), has been its biggest cheerleader. “We knew we had a winner with magnetic installation when we first launched it a couple of years ago,” observed Bennett. “We just didn’t know how big or how far it would go. We’re

Michael Bennett VP of Sales

beginning to see that happen.” Until the MagneBuild System came along, there were only time-consuming, labor-in-

and Marketing,

tensive and VOC-laden ways to put in a new or replacement floor. You either stretched it,

MagneBuild

nailed it, cemented it, locked it or glued it into place. Flooring and wall systems made with MagneBuild are so much easier, it’s almost fun, as often observed by professional installers. As a result, MagneBuild’s popularity and reputation are growing, as evidenced by the latest report from Bennett:

24 Premier Flooring Retailer | Q3 2019


“We knew we had a winner with magnetic installation when we first launched it a couple of years ago,” observed Bennett. “We just didn’t know how big or how far it would go. We’re beginning to see that happen.” ● We now have the ability to manufacture the original paper type of wallpaper; as well as the newer vinyl type. ● Cork flooring and wall products are considered the greenest in the industry. We now have two manufacturers that can produce this product with receptive qualities built in! ● Modern Konkrete, located in San Diego, CA has now been able to add receptive qualities to their manufacturing process to produce a concrete based product that will be suitable for walls and floors. ● A natural hardwood wallcovering product is being sampled in the near future. “Soon flooring dealers will have a complete floor/wall MagneBuild installation solution to offer customers. And not just LVT, but paper, cork, concrete or hardwood, with even more flooring and wall applications in development,” said Bennett.

NeoCon 2019: An innovation award went to Metroflor for its Metroforms with Attraxion Magnetic Attachment Technology. Licensed from Magnetic Building Solutions (MBS), the new Attraxionbranded LVT enables the rapid installation of flooring by creating a magnetic attachment utilizing MBS MagneBuild magnetic underlayment and eliminating the need for locking systems or adhesives. Metroforms couples the benefits of Metroflor LVT and the Attraxion system (installation speed, indoor air quality, performance and safety) with the ability to add a wide range of pre-cut shapes to achieve custom looks.

Premier Flooring Retailer | Q3 2019

25


For wall installation, MagneBuild System uses a tile method for the underlayment in order to repurpose the flooring as a wall covering. MBS developed a .5mm peel and stick tile underlay that attaches to the wall. Following the manufacturer’s instructions, flooring that’s MagneBuild-ready can be used like wall paneling with the same advantages as MagneBuild flooring.

Following the manufacturer’s instructions, flooring that’s MagneBuildready can be used like wall paneling with the same advantages as MagneBuild flooring.

26 Premier Flooring Retailer | Q3 2019


The secret is how it’s made Products made with the MagneBuild System have two parts. First, there is the roll of magnetized underlayment for the floor. This is installed as any underlayment would be and becomes the anchor for the flooring or wall surface applied on top of it. The surface material will either have a receptive material cold-pressed onto its underside, or a ferrite powder can be injected into the surface material during manufacturing. The two components join by magnetic attraction. That’s it. And you need never worry about it staying in place … flooring made with the MagneBuild System will only lose about 1% attraction every 100 years! Without a doubt, it is the simplest way to install a floor or wall ever devised. Consider this checklist of things you won’t need: ● Extensive installation training ● Messy, smelly adhesives ● No underlayment seam ● VOC’s ● Excess amount of time to install

How much time do you save? In a recent YouTube video entitled “Fun to Install” posted by Metroflor, the savings are as amazing as the technology. As this video documents, the Attraxion LVT flooring by Metroforms, with the MagneBuild System, installed 2x faster than the company’s own LVT flooring! Watch it at https://m.youtube.com/watch?v=rEvP3YsLYfM

Recognized for being a truly innovative product At the recent NeoCon show in Chicago, Attraxion proved that it could not only stick, but it could attract its share of attention, as well. Thanks to its beautifully designed use of the MagneBuild System, the LVT product was recognized by Buildings magazine for Product Innovation in the flooring category with a Merit of Distinction. It also received a Best of Neo-

And you need never worry about it staying in place … flooring made with the MagneBuild System will only lose about 1% attraction every 100 years! Without a doubt, it is the simplest way to install a floor or wall ever devised.

Con 2019 Innovation Award from Contract magazine. As Russ Rogg, president of Metroflor observed, “Attraxion Magnetic Attachment Technology can be a real game-changer.” We couldn’t agree more!

For more information … Check out the website devoted to the “Future of Construction” with more information at MagneticBuildingSolutions.com. There you will find the MSDS report, as well as testing documentation on flame retardancy, water vapor transmission and other testing. You can also watch videos on the Magnetic Building Solutions YouTube channel. Follow MBS on social media for all the latest updates on home décor’s new magnetic personality: MagneBuild. ❚ Premier Flooring Retailer | Q3 2019

27


SHOWIN’ OUR STUFF

F

Durable, Affordable, Authentic Plank & Tile Wall Accents from Verçade

looring dealers have an opportunity to expand their

and Corner to Corner (horizontal and vertical) motifs, and

retail offering by adding trendy wall fashions to the mix

planks in Ashlar (Horizontal and Vertical), Diagonal, Single &

with Verçade. It’s a profit-friendly product that allows easy

Double Herringbone and more. A pillowed edge detail lends

entry into the fast-growing wall panel plank and tile cate-

a natural, realistic look and feel to each product and helps

gory. Capture incremental sales by offering a cost-effective

minimize the effects of imperfections in the wall.

alternative to ceramic wall tile or reclaimed wood.

Verçade is easily installed with roll-on adhesive or dou-

Verçade provides limitless design possibilities for the home

ble-stick adhesive tape. A full range of matching trim pieces

or office — and it’s an excellent choice for Main Street/com-

are available for Inside and Outside Corners, End Cap, and

mercial installations because it’s durable and easy to clean

Chair Rail. Verçade can transition outside and inside corners

with fast installation and little downtime. Verçade allows retail-

without the need for additional trim pieces, creating a clean

ers to easily enter the fast-growing wall panel plank and tile

and finished look. This is an advanced installation technique

category and capture incremental sales by offering a cost

for which Verçade recommends professional installation.

effective alternative to ceramic wall tile or reclaimed wood.

Verçade is only approved for dry wall installations where

Verçade Wall Fashions feature an incredible range of beau-

surface temperature does not exceed 90°F and should not

tiful 6" × 48" planks and 12" × 24" tiles to create custom, one-

be installed on wet-wall application areas such as shower

of-a-kind looks in a multitude of applications. From dramatic

and tub walls. Using Verçade-approved adhesives or tape is

full-room or feature/statement walls and wainscoting to head-

recommended for optimal installation results.

boards and kitchen backsplashes, islands and peninsulas, Tiles can be installed in Bricklaid, Diagonal, Basketweave

All Verçade Wall Fashions are protected by a durable ceramic bead finish and Ultra-Fresh treatment to inhibit the growth of mold and mildew. With a 4.8 mm gauge, Verçade is covered by a Limited Lifetime Warranty. ❚ For more information visit www.vercade.com

Top left: Ver 7579 Cibola; Bottom left: Ver 7533 Bramble; Above: Ver 7531–7532–7533 Cotswold, Natural, and Bramble.

28 Premier Flooring Retailer | Q3 2019


Set Your Sales Sights Higher With Verçade Wall Fashion! Verçade Wall Fashion is making waves in the fastgrowing wall panel plank and tile category – and it’s easy to see why. Verçade is 100% waterproof, lightweight, easy to install, and even easier to maintain. It’s also an excellent opportunity to expand your sales by offering consumers an exciting new option. Learn more about Verçade Wall Fashion at vercade.com or contact your distributor today!

vercade.com

Premier Flooring Retailer | Q3 2019

F E AT U R E WA L L S

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BACKSPLASHES

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WA I N S C O T I N G

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©2019_HPS_SCHÖNOX_17279_PFR_WSC_Q3_2019_MKT-600-999

We understand the challenges that installers, contractors, and project managers face day in and day out. We created The Schönox Annual Worst Subfloor Contest to acknowledge and honor the never-ending hard work, grit and determination it takes to compete in our industry. 2019 marks our sixth contest, and this year we are expecting the competition to be better than ever. We want you to BRING IT ÖN! Enter the Schönox Sixth Annual Man vs. Floor Worst Subfloor Contest to prove you’ve got what it takes to turn their worst into your best. Go to hpsubfloors.com/worstsubfloor or your Schönox app for more details. Take your business to a whole new level. Call 855.391.2649 or visit hpsubfloors.com to learn how your projects run smoother with Schönox Ön It. 30 Premier Flooring Retailer | Q3 2019


CONGRATULATIONS VANCE BELL FOR YOUR INDUCTION INTO THE WFCA HALL OF FAME I am proud and honored to have him inducted as the newest member of the Hall of Fame. His lifelong contributions will be sealed with this recognition. - Howard Brodsky, WFCA Hall of Fame member, Chairman, CEO, CCA Global Partners

I have personally been blessed to grow under Vance Bell’s guidance. His leadership brought vision, which he articulated with passion. - Scott Humphrey, CEO, World Floor Covering Association

Induction Ceremony September 19, 2019 Barnsley Resort Adairsville, GA Honor your voice. Join us today. Visit wfca.org for more details.

Vance Bell

Chairman and CEO Shaw Industries Premier Flooring Retailer | Q3 2019

31


By Maud Swalens

SHOWIN’ OUR STUFF

COREtec Stone from USFloors

C

OREtec Stone was engineered around the way consumers live today. The result is a tile that offers an

unprecedented combination of design, simple installation, livability and durability. COREtec Stone fills the hole of the need for ceramic/porcelain installers without the complexity, time and expense of ceramic tile. COREtec Stone offers a sense of permanence and character that surpasses any other flooring material. By partnering with leading design houses and using the latest technological advancements, COREtec Stone features the most realistic, desirable stone visuals possible, including granite, travertine and marble, and offering polished and matte options. These 40 new innovative SKUs come in

resistance with unprecedented dimensional stability, allow-

four sizes: 6-inch × 48-inch, 12-inch × 24-inch, 18-inch ×

ing the product to offer an industry-best 18-inch × 36-inch

24-inch, and 18-inch × 36-inch.

platform among its array of design-forward aesthetics and

COREtec Stone features a thermo-resin layer that pro-

formats suitable for residential use and light commercial

vides stunning realism and integrated grout lines match the

use. Moisture from the top or bottom will have no effect on

floor perfectly, without making a mess. This protective layer

COREtec Stone products. COREtec’s new mineral core is

on top ensures the surface is scratch resistant, while the

built to withhold all of what life will throw at it.

rigid mineral core and cork underlayment dampen footsteps.

The integrated grout lines eliminate the mess and provide

Chief among COREtec Stone’s innovative achieve-

a shorter installation time in comparison to tile. The attached

ments is a new, rigid mineral core, free of PVC and plas-

cork underlayment and integrated grout lines mean tiles can

ticizers. The rigid mineral core offers superior indentation

be installed through a floating application with no acclimation time needed. Consumers can buy, install and walk upon their COREtec Stone floor in a single day. “As the industry-leader of resilient products, we have engineered COREtec Stone as an uncompromising answer to the consumer’s desire for beautiful tile and a solution to the industry’s installation issues. This revolutionary product combines the elegance of a stone visual with the performance consumers expect from a COREtec product. It’s the way COREtec would do tile and stone, because now, we do.” ❚ Piet Dossche, executive vice president of hard surface of Shaw Industries and president of USFloors.

32 Premier Flooring Retailer | Q3 2019


STONE is HERE COREtecFloors.com

Premier Flooring Retailer | Q3 2019

33


FLOOR ED

You Can’t Ask for the Sale Unless You Deserve it

I

recently taught a sales class to a local small business. The owner said they weren’t asking for the sale, and they needed to be better closers. I can’t tell you how many times I’ve been asked this question. I’m thinking how we traditionally teach sales. We start from building relationship selling features and benefits, overcome objections and then going for the close. It occurs to me that I have it backwards. You must know what goes into the close and start from there. You’ve probably heard about Stephen Covey; a great educator and businessman. His most famous book is “Seven Habits of Highly Successful People.”

Lisbeth Calandrino Flooring Specialist and Associate Publisher and Director of Social Media for Fabulous Floors Magazine

The second habit of Stephen Covey’s book is “Start with the End in Mind.” When it comes to sales, he’s on the right track. If you don’t know what you’re after, how do you know where to start? In other words, there is a sequence of events for most everything. You get into your car in the morning and you’re taught to check the rear-view mirror and put on the seat belt. Putting on the seat belt after you’ve been stopped by the police won’t help you! Why don’t the participants ask for the close? Most of them replied that they felt uncomfortable asking. Why? They hadn’t given the customer enough information to make a good decision. They knew they were uncomfortable but weren’t sure exactly what was wrong. I realized they had good intentions but were out of sequence with their information.

If you don’t know what you’re after, how do you know where to start? In other words, there is a sequence of events for most everything. 34 Premier Flooring Retailer | Q3 2019


Every business needs a sales script. Yes, you should learn it verbatim, so you don’t have to think about the process. After watching them role play, it became even more clear. They couldn’t ask because they didn’t deserve the sale. They hadn’t done their job and had skipped some of the most important components of the sale. Some was out of nervousness, but most was because they hadn’t memorized the flow of the script. Every business needs a sales script. Yes, you should learn it verbatim, so you don’t have to think about the process. Salespeople often resent having to learn a script; except the smart ones. The sales process is simple, no matter what you’re selling. It flows naturally if you understand the elements of the sale. You can’t sell the customer something they don’t want or have the money for. To close the sale, you must include all the information relative to your product and service. Once you have the process down you can improvise and add your ‘personal touch.’ That might be your special brand of humor, or even your laughter. In order to close a sale, you must know what goes into the close. You must know what the customer wants, if they have the money to pay for it, and if you can provide the product on time. Again, start from the close and work your way forward.

As you work your way forward you will understand that the close is complicated, and you can’t skip any of the steps if you want it to go smoothly. New salespeople spend more time on the product than developing a relationship with the customer. President Roosevelt once said, “Nobody cares how much you know until they know how much you care.” We all want people to care about us; particularly when we’re spending money! Customers need confidence in their salespeople; they need to know you care about them. This doesn’t come from how much you know about your products; it comes from how much they know about you, and if they like you. Once the customer trusts you, they will want to listen to you. Paying attention to your client’s specific needs ❚ Looking for new ideas for your business? Lisbeth Calandrino has been promoting the independent retailer for over twenty years. For more information about Calandrino, check out her website, lisbethcalandrino.com. or connect with her directly, Lcalandrino@nycap.rr.com.

Customers need confidence in their salespeople; they need to know you care about them. This doesn’t come from how much you know about your products; it comes from how much they know about you, and if they like you.

Premier Flooring Retailer | Q3 2019

35


SHOWIN’ OUR STUFF By Anne Reynolds, Director, APC Cork

Five Reasons to Love Cork In the midst of an all too synthetic age, it’s becoming clear that natural and sustainable products are undergoing a remarkable resurgence. Cork flooring has become a necessity to have as an alternative offering. It is stylish, comfortable, versatile and environmentally friendly. Cork is as natural as it is beautiful. It is nothing less than a marvel of nature, something no other product or engineering can dream to equal. It’s water resistant, insect resistant, hypo-allergenic, fire retardant, amazingly durable and dent resistant. It is thermal, acoustic, insulating and noticeably more comfortable underfoot. Cork is nature’s gift to the flooring industry; a strong, versatile surface that comes in many colors and styles and can be used either residentially or commercially.

Renewable Resource In a world where building something often means depleting resources, isn’t it good to know that when you use cork, you are actually renewing resources?

Cork is nature’s gift to the flooring industry; a strong, versatile surface that comes in many colors and styles and can be used either residentially or commercially.

● Unlike wood, a cork tree is not cut down when it is harvested. Instead, cork is cut and peeled from the outer layer of the tree, which then regenerates. This regeneration process produces 250% – 400% more cork bark than if the tree was not harvested. ● None of the cork product is wasted during processing. Leftover cork bits are ground and used for other cork products, such as memo board, tiles, underlayment, and more. Coal dust is even used to fuel the cork processing factories. ● Cork qualifies as a “100% sustainable and renewable resource” under LEED (Leadership in Energy and Environmental Design) specifications.

Sound Insulator While there are a number of building material options available that provide sound insulation, none of them are as visually attractive as cork. ● Cork is comprised of 60% gas, which makes it very lightweight. A substance called suberin fills the honeycomb-like cells, preventing water from penetrating them. It also keeps the gas in the air pockets from escaping, which is what creates the cushion-like feel of cork; making it a natural acoustic insulator. ● Cork tiles come in a variety of styles, thicknesses and colors making them perfect for absorbing ambient sound in everything from large office spaces to nurseries to libraries or medical facilities.

36 Premier Flooring Retailer | Q3 2019


Cork is as natural as it is beautiful. It is nothing less than a marvel of nature, something no other product or engineering can dream to equal. Mold, Mildew and Bacteria Resistant ● People with allergies or asthma find cork to be an ideal flooring surface.
 ● Naturally occurring suberin seals the cells of the cork so that dust and dirt are not absorbed making it easier rid the area of potential allergens.
 ● Suberin is also antimicrobial, so it fends off mold, mildew, rot, and pests, such as dust mites.
 ● Unlike other composite building materials that are held together with glues and other toxins, cork flooring and tiles are not comprised of any volatile additives. Cork does not off-gas or shed potentially toxic microfibers.

Cushion / Insulate ● Cork is a natural insulator that feels warm and springy underfoot. 
 ● The shock-absorbency of cork flooring makes it comfortable to walk on. It also eases muscle and joint pain that can occur from standing on a hard surface for long periods of time when doing the dishes or cooking, for instance. 


● This same cushioning effect means that there is less likelihood of glassware or china breaking when it slips from hands that may have weakened motor skills. 


Durability 
 ●T  he initial purchase and installation costs of cork flooring are comparable to any mid- to high-end flooring. However, its durability and low maintenance costs provide long-term benefits. 
 ● When treated properly, cork flooring resists cracks and wear in high traffic areas. Cork can last up to 40 years, even in busy settings such as hospitals, retail stores and schools. 
 ●T  he suberin present in cork makes it resistant to extreme heat, making it a natural fire retardant. Cork not only resists fires; it also does not release harmful or toxic gases during combustion. 
 The good news is: cork stands out as an economical and ecological champion in an otherwise disposable society. ❚

Cork Floating Floor • Cork Glue Down Tiles • Vinyl Cork • ReColour

APC cork sustainable living from the ground up

Please visit ww.APCCork.com to see our full line of products or call us at (866) 222-324 to become a dealer.

Premier Flooring Retailer | Q3 2019

37


FLOOR ED

Your Competition is Hungry, How Well are You Feeding Them?

I

n today’s tech savvy world consumer behaviors and their outcomes are evolving faster than ever before. Consumers expect frictionless shopping experiences, more transpar-

ency, genuine interaction, and authenticity from brands and retailers. You need only to look at Amazon’s business model and success which is “remove the friction in the buying experience”to validate these statements. Many businesses are suffering from low employee engagement today. Nationally, one third of all employees are disengaged from their work, which kills sales, service and profitability. Recent statistics show that 60% of consumers that enter a store will leave without purchasing simply because they do not feel welcome.

Charles Stiles Charles Stiles owned, managed, and grew numerous retail gourmet food and gift shops with world-class customer service. In 1996, his success led to the creation of one of the most respected and comprehensive mystery shopping and business evaluation companies in North America. They service a growing cadre of national and international clients.As the host of Food Network’s Mystery Diners, he continues to elevate the customer service evaluation industry. Charles has been an active member of the Mystery Shopper Professionals Association (MSPA), since 2001 including President of the association 2018 and 2019.

The question is, when customers leave your store without making a purchase, where are they going? The answer is unfortunately, if they are part of that 60%, they are going to your competition. And if they engage with the customer and genuinely make them feel welcome, that is where they are going to spend their money.

Stop feeding your competition! It is no secret that the cost of acquisition of a new customer is high. Businesses spend a great deal of money on marketing, advertising, SEO, and lead generation to attract new customers. However, many businesses do not spend enough money hiring the right individuals or invest in their training to develop them into customer service advocates for their business. It is critical that you have strong leadership that is modeling the correct way to engage your customers and are building a positive service culture where the customer’s needs come before their own. The second piece of this puzzle is how do you sustain a service culture and ensure your employees are consistently serving your customers the way you expect them to?

You Must Inspect What You Expect There is an old saying “what gets measured gets done” It is important that you also invest in services that will help keep your employees accountable so you can constantly monitor and measure how they are serving your customers. Providing them with objective, unbiased feedback will help keep them on track and ensure you’re not feeding your competition. This can come in multiple forms, such as a consistent mystery shopper program, guest surveys, shopping your competition, and monitoring your social media reviews and engaging with every customer that reviews your business. If you are ready to take the next step in investing in your service culture, and ensuring you are not contributing to the success of your competitors, Mystery Shopper Services can help you.

38 Premier Flooring Retailer | Q3 2019


Many businesses are suffering from low employee engagement today. Nationally, one third of all employees are disengaged from their work, which kills sales, service and profitability. We specialize in measuring the customer journey and providing critical insights to help your business grow. ● Competitive Research allows you to better

● Social media brand reputation monitoring to help

understand your competition and how your

you better understand and manage social media

business, services, and pricing compare.

reviews. This also includes tools to help increase 4- and 5-star ratings to ensure your business is the

● Mystery shopping services to measure the level

clear leader and choice.

of service your employees are providing as well as ● Internal audit tools so you have a digital system

competitive studies

to audit your own stores to ensure house keeping ● CSAT surveys to gather feedback about your

is under control and that your managers are

customers last experience doing business with you.

providing the right coaching and leadership to your

Including NPS.

employees. ❚

Business Evaluation Services is a full-service market, guest satisfaction and compliance audit company. We specialize in mystery shopping and guest satisfaction measurement services for nearly every industry. Business Evaluation Services was founded by the current President, Charles Stiles. Today, BES is an International Mystery Shopper Company with over two decades of experience, serving a variety of industries. BES has always had the goal and mission of developing partnerships with each customer they serve, ensuring the data they receive is accurate, actionable and reflective, with the overall goal of providing its customers with the information they need to drive sales, and develop a strong service culture within their organizations.

Contact us today to learn how we can help your business grow tomorrow:

888-3000-8292 www.mysteryshopperservices.com Premier Flooring Retailer | Q3 2019

39


Risk Strategies Floor Covering Insurance and Risk Management

P

lans, permits, people, equipment, local codes; every building project is a complex choreography. Complexity creates risks that can cost time, money, reputations and even lives. Getting beyond risk requires the expertise to understand all the moving parts, see the possible consequences they embody and craft the best ways to minimize and manage them. A top 20 insurance brokerage in the United States, Risk Strategies specializes in deconstructing complexity to understand risk. Whether you’re a trade contractor just starting out or an established firm, our people come from your industry and know your challenges. From spotting contract language gaps to interpreting the evolving regulatory landscape, you’ll get a partner that knows your world and sweats the details to deliver comprehensive, innovative plans that control costs and eliminate surprises. ❚

A top 20 insurance brokerage in the United States, Risk Strategies specializes in deconstructing complexity to understand risk.

You’re Covered Business Liability, Property, Workers Compensation and Commercial Vehicle insurance programs are offered by Risk Strategies. Contact us today to see how we can save you money! Insurance programs designed specifically for the floor covering professional for over 20 years. • WFCA-endorsed inspector’s error & omissions program • WFCA-endorsed surety program • Full-service insurance capabilities Contact: Stacy T. Eickhoff, Senior Vice President P: 949-681-1864 C: 714.393.8470 seickhoff@risk-strategies.com

www.RiskStrategies.com

40 Premier Flooring Retailer | Q3 2019


Premier Flooring Retailer | Q3 2019

41


TAKING THE LEAD

What’s new in fcB2B?

W

Lewis Davis Senior Executive Director of Technology and Research for the WFCA

e are currently working with suppliers and software providers to implement a new version of the fcB2B standards and change to encrypt the connections made to the supplier’s systems. Why you may ask? The current version of the standard is almost 20 years old and has been modified along the way but has limitations. In 2017 the fcB2B group worked with American National Standards Institute (ANSI) X12 committee. This group manages the EDI standards that the fcB2B specifications are based upon. The group added codes to the standards that were specific to the flooring industry. This allowed the fcB2B specs to be updated to use these new industry codes, simplifying and standardizing the specifications used in transmitting the current business documents. This reduces the ambiguity that has plagued the standards for many years. The expectation after all suppliers implement the new version is data consistency, gone will be the confusion of having a manufacturer name sent by some suppliers and brand by others. This will not be a quick change because of the development and testing that will be required by the suppliers and software providers. The expectation is that you will have a better experience once your suppliers have migrated to the newest version. The second change we are working on is related to securing the connections made between your software and suppliers. It is not uncommon to hear in the news of a

We are currently working with suppliers and software providers to implement a new version of the fcB2B standards and change to encrypt the connections made to the supplier’s systems. 42 Premier Flooring Retailer | Q3 2019


The second change we are working on is related to securing the connections made between your software and suppliers. large company involved in a data breach. The data that is exchanged within the industry today does not contain Personally Identifiable Information (PII) or Sensitive Personal Information (SPI). That doesn’t mean that it is any less sensitive to the business owner. The format of the fcB2B documents provides a level of encryption because it’s not easy to pick up and read. The industry has agreed that now is the time to secure the connection to further protect the documents being exchanged. This process will require the software providers and suppliers to make changes. The changes required are currently being reviewed by several suppliers and software providers. Once this change gets implemented you shouldn’t see a difference, but you can be sure that your data is completely secure. Are you interested in getting involved with fcB2B and becoming a member? Check out www.fcb2b.org or send an email to ldavis@wfca.org. We are always looking for people that are interested in making the flooring industry better. ❚

The American National Standards Institute is a private non-profit organization that oversees the development of voluntary consensus standards for products, services, processes, systems, and personnel in the United States. The organization also coordinates U.S. standards with international standards so that American products can be used worldwide. ANSI accredits standards that are developed by representatives of other standards organizations, government agencies, consumer groups, companies, and others. These standards ensure that the characteristics and performance of products are consistent, that people use the same definitions and terms, and that products are tested the same way. ANSI also accredits organizations that carry out product or personnel certification in accordance with requirements defined in international standards. The organization’s headquarters are in Washington, D.C. ANSI’s operations office is located in New York City. The ANSI annual operating budget is funded by the sale of publications, membership dues and fees, accreditation services, fee-based programs, and international standards programs. Source: Wikipedia

Premier Flooring Retailer | Q3 2019

43


The Next GIG Steven Wang CEO and founder of Measure Square

How A Measuring App Can Transform Your Flooring Business

N

owadays consumers are quite savvy when it comes to shopping for flooring products like carpet, wood or kitchen tile. They often first go online with Google searches and

then check out their social media. And yes, consumers will check out a local Home Depot or Lowe’s to talk to reps to get product tips and pricing information. But there is something that needs to happen before a sale is closed — that is, a sales

The fact is that home owners are wowed to see a rep who has a laser meter and measuring app. It instantly builds the trust.

person or estimator needs to visit the home for onsite measurement. As should be no surprise, this process has changed little over the years, despite the tremendous advances in technology. A local rep will show up with a few sample books, a sketch pad and a measuring tape. And of course, there are often errors and issues, which winds up costing the consumer money and valuable time. But this approach is starting to change. With the ubiquity of tablets and smartphones, onsite measurement is entering the 21st century. This means that not only the error rates drop and better customer experiences but there is often a higher rate of closed sales. It’s a win-win. Oh, and it should be no surprise that flooring shoppers are using Internet (like www.carpetcalc.com) and mobile technologies (such as the M2 iPhone app) as well. The irony is that they may be even more effective than sales reps! In light of all this, the flooring industry really needs to make the transition to new technologies. The fact is that home owners are wowed to see a rep who has a laser meter and measuring app. It instantly builds the trust. What’s more, a homeowner can check out different what-if scenarios (say which product goes to which room, looking at the upgrade options and so on). All this can happen in a matter of seconds. ❚

Measure on the go! Quickly start a project on your iPad or Android tablet and connect a digital laser meter for fast and accurate measuring. Select a product and create a quote on the spot. Capture measurements, photos and even customer signatures on the spot. Measure all flooring products.

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Premier Flooring Retailer | Q2 2019

45


Highlighting Highlighting Installation Installation in in the the Industry... Industry...

NON-MEMBERS* NON-MEMBERS*

The International Certified Flooring Installers Association (CFI) and The International The International Certified Flooring Installers Association (CFI) and The International Surface Event (TISE): SURFACES | StonExpo/Marmomac | TileExpo are dedicated to Surface Event (TISE): SURFACES | StonExpo/Marmomac | TileExpo are dedicated to serving the industries’ needs. One major need everyone is very aware of is the shortage serving the industries’ needs. One major need everyone is very aware of is the shortage of labor in the industry. For the past three years, TISE and CFI have been working with of labor in the industry. For the past three years, TISE and CFI have been working with industry associations, as well as key players from industry manufacturers, to try to bring industry associations, as well as key players from industry manufacturers, to try to bring awareness, events, and solutions to assist with this key issue. awareness, events, and solutions to assist with this key issue. #TISE2020 | EXHIBITS 28-30 January 2020 | EDUCATION 27-30 January 2020 Register to attend TISE, visit us online at intlsurfaceevent.com/cfi #TISE2020 | EXHIBITS 28-30 January 2020 | EDUCATION 27-30 January 2020 46 Premier Flooring Retailer | Q3 2019 Contact CFI directly at cfiinstallers.org or 816.231.4646

Register to attend at www. intlsurfaceevent.com/cfi


Reaching new generations... Get info + watch the video at intlsurfaceevent.com/buildmyfuture Build My Future: Flooring Edition gave students the opportunity to have a day to work in the flooring industry through an interactive showcase. The 2019 event was held in Dallas in April allowing hundreds of students to get hands-on with surface materials. Next up... Build My Future | April 2020 | Dallas/Fort Worth

Celebrating quality work... Get info + submit an entry at intlsurfaceevent.com/installer-competition The National Installer of the Year Installation Competition returned LIVE on the floor at TISE 2019. The winner of each category of the contest in Las Vegas was crowned The National Installer of the Year and received a prize package and incredible recognition in the industry. Now accepting 2020 installer project submissions. DeadlinePremier is October 17. Flooring Retailer | Q3

2019

47


FLOOR ED

Getting Connected ...talking technology with Kathy Ireland Q: What are the various ways mobile software solutions can benefit floor covering retailers? So many ways! Floor covering retailers, like all businesses today, now have access to incredibly powerful tools and means of communicating with their customers through specialized mobile apps and software solutions. Augmented and Virtual Reality systems can allow your customers to “try before they buy” in unprecedented and stunning new experiences. Today’s customers, as we learn each day at kathy ireland Home by Nourison, are more discerning than ever before, and Millennials

Today’s customers are more discerning than ever before, and Millennials especially seek out connections with companies, and brands, beyond advertising and mass-marketing campaigns.

Kathy in the showroom with her Nourison rug and pillows

48 Premier Flooring Retailer | Q3 2019


We encourage all to research, research, research! Seek out mobile app developers that fit your needs and stay within your budget. especially seek out connections with companies, and brands, beyond advertising and mass-marketing campaigns. Providing ways to “see”

may hope! It’s equally important to preserve options for those of us that may not download every new iteration of the latest killer app… or even have a smartphone!

Q: Are these systems expensive or difficult to learn? How long does it normally take to get up and running?

Q: C  an you tailor or customize the system so that it fits your branding and store image?

While these systems may be a bit more than inexpensive for a company to develop, program and implement, the end result can truly separate one business from the crowd, and competition. We encourage all to research, research, research! Seek out mobile app developers that fit your needs and stay within your budget. The right partner will remove any obstacles in the learning process, making it easy and smooth to integrate into your existing platforms. A seamless and second-nature experience for the enduser of these systems is critical, and staying ahead of the technological curve will make all the difference. Q: Would a retailer need to change all of their desktop or mobile computer hardware in order to integrate it into their existing system?

With technologies like these, not only can we customize… we can do so on a scale like never before. Using your tools to prep, measure and visualize product in such a visceral way will help develop relationships with customers in exciting new formats. At kathy ireland® Worldwide, we are always looking for the most cutting-edge, compelling and crucial technologies to bring to our brand partners, customers and everyone! ❚

Using your tools to prep, measure and visualize product in such a visceral way will help develop relationships with customers in exciting new formats.

Absolutely not! However, they may find newer, faster, sleeker solutions than what may already be in place. The extent to which a retailer designs their “online renovation” will be different and personalized for all.   Q: What is the typical savings in time using mobile software to measure and estimate a job? The time saved and frustration prevented for your customers is almost incalculable, yet so valuable. The ability to use these tools will transform what was once an arduous process into a fun, tangible experience. Remember that not everyone will be as e-literate as we Premier Flooring Retailer | Q3 2019

49


The Next GIG

Premier Automation Post by RollMaster Integrated business software creates digital transformation for flooring businesses As more and more flooring businesses modernize and update their technology, many are experiencing the benefits of a digital transformation. Digital transformation is the use of new, usually cloud-based, technology to automate businesses and make them more efficient and effective. In the flooring industry especially, it means making your technology work for you,

Digital transformation is the use of new, usually cloud-based, technology to automate businesses and make them more efficient and effective. In the flooring industry especially, it means making your technology work for you, not the other way around.

not the other way around. So, how can integrated automation help your flooring business?

Keeps you organized Gone are the days when invoices and work orders were strewn all over desks already piled high with carpet samples. Modern technology means there’s no longer a need for office spaces filled with bulky filing cabinets and paperwork. Utilizing a software that stores all of your business data, inventory, sales, even measuring information in one place keeps your whole team more organized. With add on features like RollMaster’s E-Docs, you’ll never run the risk of losing important paperwork. “Any document that anyone hands you or emails you, you add it to the file and it’s there forever. If a question comes up in the future we go back to the E-doc. It’s been invaluable” says Dean Culp, Owner of Carpet Barn.

Saves valuable time Repetitive tasks like data entry can waste a great deal of time for flooring businesses. Entering the same data into multiple programs opens up your business to costly errors. When all of your business data is accessible and integrated into the same program, you not only save time on data entry but also on accessing that data. Searching in multiple locations to get a complete picture of your business is inefficient and unreliable. Fully integrated flooring business software helps to replace repetitive processes and streamline the workflow for your whole team, regardless of their department.

Helps With Additional Marketing and Business Tasks Advanced softwares like RollMaster make many seamless integrations possible with the use of Application Programming Interface (API) technology. The real power of using API technology is that it can link to other software and save you time. This means you have access to all the programs you need all in one place to help with everything from marketing to inventory. RollMaster API has created integrations with other software such as Testimonial Tree and Mailchimp. These integrations can really help their partners’ grow. Steve Kellog of Flooring Continued on page 58

50 Premier Flooring Retailer | Q3 2019


I don’t see how I could really know my business without RollMaster.

- Tina, RollMaster User

Your Complete Flooring Software Solution

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Accurate Estimating

Anytime Job Costing

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info@rmaster.com | 866.822.4904 Premier | www.rmaster.com Flooring Retailer | Q3 2019 51


The Next GIG

Scott Humphrey, WFCA CEO, to Keynote Technology Conference

S

cott Humphrey, WFCA CEO, will be the keynote speaker at a QFloors software conference held near Zion National Park in Utah. The November training and networking conference also celebrates the 20th Anniversary of the flooring software company. “To commemorate 20 years of QFloors blazing new trails in the industry, we decided we wanted a very unique location for this conference, a bit off the beaten path,” explains Chris Ogden, QFloors Marketing Director. “Zion National Park provides a distinctive setting for this landmark conference.” When not enjoying the spectacular scenery of the national park, conference attendees will participate in business and technology trainings, chime in on their priorities in the development roundtable, and learn from one another’s experiences and perspectives. Keynote speaker Scott Humphrey will lend his astute insights as well.

“We’re excited to have our good friend Scott Humphrey attend our Users Conference this year.” said QFloors President/CEO Chad Ogden. “This is someone who has a vast wealth of knowledge and experience concerning the floor covering industry, and he truly cares about making a difference in that industry. We’re so happy to have him be our keynote speaker this year and look forward to having him be with us for this event.” WFCA members attending the conference may qualify for a World Floor Covering Association (WFCA) Educational Scholarship, which can be applied towards tuition costs. To apply for the scholarship, contact Shelbie Amos at the WFCA (855-330-1183 ext. 106) or Irene Kennedy at QFloors (801-563-0140 ext. 112.) “I hope QFloors customers will take advantage of both the WFCA scholarship and the conference itself,” said Chad Ogden. “It promises to be a great event, with long-lasting benefits.” ❚

EXPLORE THE

POSSIBILITIES. Great Ideas in the Great Outdoors.

WFCA CEO Scott Humphrey will be the keynote speaker at the 2019 QFloors Users Conference. If you use QFloors flooring software, come join us! Held November 5-8th, among the stunning cliffs of Zion National Park, it’s the perfect setting to inspire peak performance in your business and your technology. FOR MORE INFORMATION, contact kaleigh@qprosoftware.com or call 801-563-0140 ext. 115.

52 Premier Flooring Retailer | Q3 2019


“QFloors is the most AFFORDABLE and FLEXIBLE software product out there...

...It can scale to any level, from mom and pop stores all the way to the largest competitors in the industry. It has all the features you need and is extremely affordable on a user-by-user basis.”

-Nick Farrish Artisent Floors

Join thousands of other happy customers. Contact us for a free demo.

www.qfloors.com • sales@qprosoftware.com • 801-563-0140 Premier Flooring Retailer | Q3 2019

53


20/20 for 2020 The WFCA Presents: WINNING at RETAIL Special Educational Series by Premier Flooring Retailer Magazine

E

very retailer wants to make more money by building a better business and making it as profitable as possible. The question is how to do it in today’s fast moving age, where the current market is vastly

different from yesterday’s, and tomorrows will be very different from todays. We see changes, trends, really, from year to year. Knowledge turns these changes from challenges into opportunities. That’s the purpose of this special educational series on Winning at Retail.

Educational Series includes strategies that give flooring retailers the competitive advantage ● SALES Inspirational and motivational features by Tom Jennings

● INSTALLATION Education, training, techniques and installation materials

● LEADERSHIP by Scott Humphrey

● PROFITABLE PARTNERSHIPS Lis Calandrino

● TECHNOLOGY Articles that focus on technology from industry experts at QFloors, RFMS, Rollmaster and Measure Square

● MARKETING and SOCIAL MEDIA Industry experts share their secrets for successful campaigns ● LEGAL In depth information pertaining to your business by Jeff King, Attorney

Knowledge turns these changes from challenges into opportunities. 54 Premier Flooring Retailer | Q3 2019


Premier Flooring Retailer | Q3 2019

55


FLOOR ED

The Essentials for Preventing Moisture-Related Flooring Failures Part 2 What Is Relative Humidity? Relative humidity (RH) is the ratio of the actual pressure of water vapor in the air compared to saturation water vapor, which is expressed as a percentage. Simply put, RH is the amount of moisture that we feel in the air compared to what the air could hold if it were 100% saturated. At 100% saturation, the air could not contain any more water vapor at the current temperature. Whereas at 80% RH, the air holds only 80% of the

Jason Spangler Wagner Meters’ flooring division manager

Jason 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 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 www.wagnermeters.com.

water vapor it can hold at the current temperature. Measuring RH in a concrete slab is simple. It involves measuring a small volume of air at the bottom of a hole drilled into the slab. This provides an accurate measurement of the moisture condition of a slab and indicates when a slab has reached the desired dryness for finishes.

How to Determine RH in Concrete Slabs ASTM F2170, the standard test method for determining RH in concrete slabs, involves placing in-situ RH probes at specific depths in the slab. After allowing the RH probes to equilibrate, measurements of RH are taken to assess the overall moisture condition of the slab. Once the probes are placed within the slab, they’re less susceptible to environmental or ambient changes at the surface like surface-based tests.

RH testing is depth-specific, which helps explain why it reliably predicts the amount of moisture that the finished floor will “see” after it is placed.

56 Premier Flooring Retailer | Q3 2019


Relative humidity (RH) is the ratio of the actual pressure of water vapor in the air compared to saturation water vapor, which is expressed as a percentage. Freshly poured concrete contains a lot of water, making it extremely important to test a concrete slab’s moisture condition before the flooring installation.

This test method also provides more predictive test data

● Handheld moisture meter for measuring the moisture

as long as the building is acclimated at or near the “service”

content of wood flooring products and determining

temperature and RH levels anticipated during occupancy or

readiness for installation. One of the newest options is

use. To ensure accuracy, “service conditions” of the environ-

Wagner’s Orion series of pinless wood moisture meters

ment must be maintained for a minimum of 48 hours before

that come with exclusive on-site calibration, ensuring

concrete testing begins and for at least 24 hours during the

consistent accuracy throughout the meter’s lifetime.

actual RH testing. Because of its accuracy in predicting true moisture con-

For more information about Wagner Meters’ Rapid RH, Smart

ditions with a slab, some resilient flooring manufacturers

Logger, and new Orion moisture meters, visit www.wag-

exclusively require in-situ RH testing, while others list it as

nermeters.com or call Wagner Meters at (844) 533-9100. ❚

the preferred test method.

Moisture Measurement Tools A number of great tools are available to general contractors and flooring installers for measuring moisture in wood and concrete. The use of three tools, in particular, can help prevent moisture-related flooring problems: ● In-situ RH test kit for assessing the moisture condition of concrete floor slabs. The Rapid RH Starter Kit by Wagner Meters is the most popular of the kits available and offers technologically advanced options such as the DataMaster app for mobile devices. ● Data logger for remote monitoring of ambient relative humidity and temperature. Wagner’s Smart Logger is a small, portable device that’s extremely useful for tracking ambient conditions 24/7, even when you are away from the job site. Data loggers like the Smart Logger from Wagner Meters can provide continuous monitoring and recording of ambient temperature and relative humidity conditions. Readings from the Smart Logger can be downloaded to a smart device via Bluetooth® connection and analyzed. The results can be emailed or printed as reports.

Premier Flooring Retailer | Q3 2019

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Rollmaster continued from page 50

Liquidators says “Reviews are one of the biggest challenges in e-commerce. RollMaster’s integration with Testimonial Tree means that every single order we get, the customer gives a review!”

Allows for easy to view metrics When you need to make big business decisions in a short amount of time, processing all of your business data becomes even more stressful. Integrations with software like RM Analytics powered by Tableau makes it much faster and easier. You’re able to see a full view of your business information in one place with easy to understand graphics.

Bid for jobs faster and more accurately With fast and accurate estimates your sales staff can bid on jobs much faster with professional-looking results. “I had a rush where I needed to get a couple of jobs done fast,” says Blake Woodland of Abbey Capital Floors. “Both jobs were over $300,000 and it was just a snap with the RollMaster commercial estimating program.” Our integration with MeasureSquare makes it easier to win more bids and grow your business. A fully integrated flooring business software like RollMaster benefits your entire staff by reducing inefficiencies, speeding up workflow, and reducing your costs. With access to everything from POS to installation and inventory, every department is able to be on the same page from anywhere in the world. With all these automated processes, your business will have more time to focus on sales and grow! ❚

A fully integrated flooring business software like RollMaster benefits your entire staff by reducing inefficiencies, speeding up workflow, and reducing your costs.

How can the WFCA Help Your Business?

A

s the voice of the flooring industry for almost 60 years, the World Floor Covering Association continually strives to identify and improve areas where our industry impacts the professional flooring dealer. Membership matters. Your membership is paramount to our ability to positively impact our industry. It is the foundation of our mission. With your voice, our advocacy efforts on Capitol Hill have power and we are able to fight the large fights that affect your business every day. Scott Humphrey, CEO, WFCA With a foundation focused solely on the success and advancement of the flooring retailer, the WFCA is dedicated to the success of our members and our industry. From proprietary research and education to industry leading advocacy on issues that threaten our industry, the WFCA is your voice, your support, and your resource. What does the WFCA do for YOU every day? ● Access to CFI technical support ● Up to $500 trade scholarship ● Driving legislation that helps your bottom line ● Proprietary research to give you an edge ● Access to legal and business primers including “Contracts” and “Independent Contractor Primer” — thousands of dollars in legal work free to our members ● Deep discounts on unique training and fcB2B business software ● Support for your staff and yourself in times of need with FCIF. And much more... Bottom Line: Member Benefits. Education. Advocacy. Research. Technology. Philanthropy. Your Voice. Your Support. Your Resource. Your WFCA Learn more at wfca.org or call 855.330.1183 to become a member today.

58 Premier Flooring Retailer | Q3 2019


WOOD MOISTURE METERS

• True On-Site Calibration • Dual Depth Moisture Measurement • Non-Damaging Pinless Sensor • NIST Traceable

TM

24/7 DATA LOGGER

• Collects RH and Temperature Readings • Your Eye on Job Site Conditions When You Are Away • Affordable for Any Job Size

WAGNERMETERS.COM | CALL (844) 533-9100 Premier Flooring Retailer | Q3 2019

59


SHOWIN’ OUR STUFF

Schönox AB® and Schönox iFix® Waterproofing System

I

n the construction world of premier retail space, time is money. To that end, Schönox offers a speedy, three-step

1-2-3 Steps to Surface Seal with Schönox iFix® and Schönox AB®

solution consisting of only two products: Schönox AB® and Schönox iFix®, for premier waterproofing/crack isolation. The combination of these products provides a rollable, waterproofing and sealing system, it delivers a maintenance-free, watertight/crack isolation assembly, and it has excellent

1. Apply Schönox iFix® with a Schönox iFix® Roller in an upright position. 2. Insert the sheet membrane Schönox AB® into the fresh sealing adhesive (overlapping 2"). 3. F  inally, press the Schönox AB gently to avoid air bubbles

bonding properties.

beneath and remove excess waterproofing materials.

Schönox AB

®

Schönox AB is a crack-bridging sealing sheet that is made

Once the premium quality of Schönox iFix® and Schönox

of a highly tear-resistant polyethylene, two-sided fleece lam-

AB® waterproofing steps are completed, simply apply tile

inated. This allows for rapid installation of waterproofing and

adhesive, set, grout, and clean the tile. There is no down-

tiling in both normal and highly loaded continuous use com-

time; regardless if the area is small or large. The combination

mercial wet areas such as swimming pools. It also provides

of Schönox iFix® and Schonox AB® is the best solution for

excellent adhesion performance to tile setting products.

waterproofing and crack isolation. ❚

Component of the Schönox Balterra -System. ®

Schönox iFix® Schönox iFix® is based on a two-part, powder and resin system. This effective and efficient solution not only reduces application downtime by 40%, but it also reduces material cost and is easy to apply.

The complete Schönox iFixTMproduct set

60 Premier Flooring Retailer | Q3 2019

At top: Schonox AB; above: glass tiles being installed over a waterproof membrane prepared with Schönox iFixTM.


©2019_HPS_SCHÖNOX_17279_PFR_WATERPROOFING_Q3_2019 MKT-600-016-023

most other waterproofing options are all washed up. You WANT schönox ÖN IT.

LEAVE THE JOB SITE HIGH AND DRY WITH SCHÖNOX Water issues can soak an install. If one step fails, it can ruin the entire project, costing both time and money. Schönox HA waterproof sealing membrane and crack isolation is ready mixed, rapid drying and easy to apply. Schönox iFix™ rollable waterproof sealing adhesive offers 40% faster installation time, extended coverage and exceptional bond strength. Combine with Schönox AB waterproofing sheet membrane and you’re more than covered.

Take your business to a whole new level. Call 855.391.2649 or visit hpsubfloors.com to learn how your projects run smoother with Schönox Ön It.

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The Next GIG

Virtual Accounting Services We are excited to announce Virtual Accounting Services from RFMS.

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FMS Virtual Accounting Services is designed to allow flooring businesses who use RFMS to focus on what they do best by providing the financial visibility, strategy, and accuracy needed to keep their operations running. Let our financial experts get you back to the business of flooring.

RJ Petersen Director of Training

Save Money — in many situations, it just doesn’t make sense to allocate money for a full-time accountant or bookkeeper. What if those dollars could go towards your sales efforts? Save Time — every moment you are spending time working on your accounting books, means less time spent on growing your flooring business. Eliminate Turnover — training new accounting personnel can be costly. With the Virtual Accounting Service, you will always have access to your financial information without hours spent on hiring and training. Company Growth — all businesses exist to grow and make a profit. Smaller flooring dealers can take advantage of having up-to-the minute financial reporting without having to immediately increase staff. Our three accounting services packages ensure that a flooring business can grow at its own pace.

Reduce your stress and workload each month by having us do your month end close! The way it works is simple, your company signs up at rfms.com/vas and work with our Virtual Accounting Services team to determine which service(s) your company needs. We will then perform your monthly Journal close in RFMS and generate financial statements that are balanced in accordance with GAAP and RFMS best practices. Statements are generated by the 20th or sooner of the following month. The best part of Virtual Accounting Services is that we can help any company, big or small without the need to hire an employee or an outside accountant. Rest assured knowing that our team of RFMS professionals has years of RFMS and real-world accounting experience. Visit rfms.com/vas or call us at 800-701-7367 ❚

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Premier Flooring Retailer | Q3 2019

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SHOWIN’ OUR STUFF

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STRATA_HEAT™ electric radiant floor heating system by Laticrete

he new STRATA_HEAT™ electric radiant floor heating system by LATICRETE is the most advanced electric

radiant floor heating system available today. The system includes four components to transfer heat faster and more uniformly than standard floor heating products on the market to reduce energy costs and provide customers with the most customizable floor heating experience imaginable. STRATA_HEAT Thermal Pack, the flooring industry’s firstever heat-conductive thin-set additive, utilizes Thermal Diffusion Technology™ to transfer heat from the STRATA_HEAT Wire, a highly customizable wire with multiple spacing options for variability in heat output and design flexibility. Thanks to the Thermal Diffusion Technology, the heat is uniformly distributed throughout the adhesive to eliminate cold spots and quickly achieve the desired floor temperature, lowering kilowatt usage and reducing energy costs by 15 percent. The STRATA_HEAT Wi-Fi Thermostat used to control the system is compatible with home automation devices and can control the floor’s temperature with a smartphone app or GPS positioning technology. The STRATA_HEAT Wi-Fi Thermostat is able to learn homeowner routines and apply the most efficient settings to reduce heating usage by up to 25 percent. For ease of installation, the STRATA_HEAT Mat included in the system utilizes mortar hydration vents that create a mechanical bond between the mat and adhesive mortar. This allows the mortar to cure faster providing a stronger bond of tile for faster time-to-grout. For more information, visit www.laticrete.com. ❚

The system includes four components to transfer heat faster and more uniformly than standard floor heating products on the market… 64 Premier Flooring Retailer | Q3 2019


See

Waterproof Flooring Differently

Waterproof floors... for when life happens Available in three innovative luxury vinyl formats, all of our floors are waterproof and include a lifetime warranty. Unlike laminate and engineered hardwoods, our gluedown, loose lay and rigid core floors will not swell, crack or warp when wet; offering customers best-in-class performance in one-of-a-kind designs. www.karndean.com | 888-266-4343 | info@karndean.com


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TEST MONTHLY

Wi-Fi thermostat for total control from your smartphone. ™

Thermal Pack

Utilizing Thermal Diffusion Technology ™, heat generated from the STRATA_HEAT™ Wire is uniformly distributed throughout the adhesive, providing faster floor heat-up and a more comfortable and energy efficient installation!

Mat

Uncoupling mat for easy and secure wire placement.

Allows multiple wire spacing combinations.

Wire

STRATA_HEAT™ is the perfect complement to your kitchen and bath tile designs by adding innovative performance and luxurious comfort at an affordable price. You can add incremental sales and profit to your projects by offering these innovative floor heating components and exceed your customer’s expectations, all from a single source – LATICRETE.

www.laticrete.com

l 1.800.243.4788

A-8812-0819 ©2019 LATICRETE International, Inc. All trademarks shown are the intellectual properties of their respective owners.

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