Q4 2 0 1 8
MagneBuild™— Timing is Everything
New Tax Law Part II: Should You Be a“C Corp”? It’s Complicated.
Nothing is more powerful than an idea whose time has come.
Realtors Make Good Partners
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. WFCAâ€™s 60th Celebration will be held at Barnsley Resort, Adairsville, GA September 19, 2019
Add your voice. Visit wfca.org or call 855.330.1183 to become a member today.
Pull Up in 2019 Scott Humphrey, CEO, WFCA
Getting New Employees Out of the Shadows! Tom Jennings, VP Professional Development, WFCA
Fabulous Floors Certified for Realtors in New York State Margo Locust, Publisher of Fabulous Floors Magazine and Premier Flooring Retailer
Why Realtors Make Good Partners Lisbeth Calandrino
Busy Work—Make It Go Away Phil Zolan, Executive Director fcB2B, World Floor Covering Association
Conway Oak from the Pro Plus Enhanced collection from USFloors
ith the New Tax Law, Should You Be a C Corporation? W Not So Fast—It is Complicated. Part II Jeffery W. King, Outside General Counsel for the WFCA
US Floors: COREtec®—Making Floors for Any Lifestyle Both are 100% waterproof and dimensionally stable
28 MagneBuild™—The Idea Whose Time Has Come 32 Metroflor LVT Introduces Attraxion Magnetic Attachment System in Déjà New Collection 36 Attracting and keeping the Holy Grail: Your Customers Susan Lorek, owner of On-Demand Marketing
Weathering the Storms (Literally and Figuratively) Chad Ogden, QFloors President/CEO
What Mobile Solutions are Available to Retailers? Kurt Wilson, Project Manager, RFMS Apps
44 SEM Group—manufacturing, innovation, quality, and value 48 RollMaster Software Increases Dealer Profitability With Use of Integrated Business Applications 51 Canadian Flooring Inspector Logs Accurate Ambient Data Using the Smart Logger™ Monitoring Device Jason Spangler, Wagner Meters’ flooring division manager
How Not Using Flooring Apps Can Cost $2 Million Steven Wang, CEO and founder of Measure Square
The Next Generation of Synthetics from Schönox Schönox HPS North America Inc.
Building a Barrier-Free Shower Arthur Mintie, LATICRETE Senior Technical Services Director
Premier Flooring Retailer | Q4 2018
SHOWIN’ OUR STUFF
annover Fairs USA, the organizer of DOMOTEX USA, has
To read Arcari’s interview, go to https://domotexusa.com/
published its latest #whyidomotex interview, featuring Jerry
idomotex/from-artisan-hands-to-american-homes/. To register
Arcari, founder of Landry & Arcari Rugs and Carpeting in Bos-
to attend DOMOTEX USA 2019, go to https://domotexusa.
ton. With three stores in the Boston area and an inventory of
more than 12,000 oriental rugs and broadloom carpets, Landry & Arcari is a staple of Boston’s floor covering and interior design
About DOMOTEX USA
communities. A link to Arcari’s interview is located on the DOMOTEX USA retailer’s page at https://domotexusa.com/retailers/.
DOMOTEX USA is a new annual flooring innovations industry
Arcari has worked with floor coverings and carpeting for
trade show and conference. The event is the latest extension of
more than 50 years. He is passionate about delivering to
the 30-year-old DOMOTEX, the world’s foremost showcase for
Landry & Arcari’s customers matchless antique oriental and
floor coverings held annually in Hannover, Germany in January.
custom-order rugs, in-store designs, rare restoration expertise
DOMOTEX USA is focused on the needs of the residential floor
and high-quality pieces.
covering industry’s buyers and manufacturers. The trade show
As part of his #whyidomotex interview, Arcari shares his
features product displays across soft and hard surfaces includ-
business strategy for staying ahead of the competition while
ing area rugs, carpet, hardwood, laminate, resilient, as well as
catering to the fashion-forward interior design community.
“To supply designers with new and innovative options, we are always looking for ideas and designing new pieces,” said Arcari.
For further information, visit the show’s website at www. DomotexUSA.com and social media sites:
Landry & Arcari staff members have attended DOMOTEX Hannover for 15 years, and the company now looks forward to scouting new products at the inaugural DOMOTEX USA show. During the show, Arcari will be manning an exhibitor booth for the International Design Guild, a community of artisans and
Facebook — @DomotexUSA https://www.facebook.com/DomotexUSA/ Twitter — @DomotexUSA https://twitter.com/DomotexUSA LinkedIn — https://www.linkedin.com/company/domotexusa
interior designers who curate luxury products. “We encourage all retailers who want to see the latest inno-
Instagram — https://www.instagram.com/domotexusa/
vations in floor covering solutions that will appeal to their interior design clientele to join us at America’s Home for Flooring from Feb. 28 to March 2,” said Donna Busse, show director of DOMOTEX USA at Hannover Fairs USA (HFUSA). The Arcari family
We encourage all retailers who want to see the latest innovations in floor covering solutions that will appeal to their interior design clientele to join us at America’s Home for Flooring from Feb. 28 to March 2 2 Premier Flooring Retailer | Q4 2018
DOMOTEX USA America’s Home for Flooring February 28 – March 2, 2019 Georgia World Congress Center Atlanta, Georgia
#whyidomotex “The success of any retail operation is education. If you want to see what the rest of the world is doing, this is the show to go to.” — Jerry Arcari, Founder, Landry & Arcari Rugs and Carpeting
Register for your free expo pass with code PFR19
domotexusa.com Photos courtesy of Landry & Arcari Rugs and Carpeting
Premier Flooring Retailer | Q4 2018
TAKING THE LEAD
Pull Up in 2019 A positive focus will mean definite improvements!
Scott Humphrey CEO, WFCA
You have likely heard me say, “What got you there, won’t keep you there.” The business climate is changing.
ook around you. Have you ever noticed that some people are emboldened by a perpetual belief in what is possible? Companies that are blessed to be led by these leaders, often stand out against the norm. During the midst of the recent Great Recession, I had an interesting conversation with a company who, like most others in our industry, was certainly feeling the impact of the housing and economic bust. When I asked them how they were dealing with the slowdown, their response helped me understand why they were weathering the storm better than most. One of them said, “Scott, we are aware of what is being said about the economy and the slowdown, but our CEO informed us last week that our company had decided not to take part in the recession.” You could have stopped me in my tracks! They had determined they would not allow negativity to define their focus! How many times have you been watching a sporting event and seen a team take an early lead, seeming to have the game locked up, only to change their strategy, and begin to play defensively. Before you know it, the lead dwindles away, changing what seemed to be an inevitable outcome. Often, what we fear is what we prep for, and what you prep for becomes your destiny. But I am not suggesting that positive performance is attained by those who live in denial. Optimism and reality can co-exist. As we look forward into 2019, one thing is for sure. There will be obstacles to your success. In fact, some will go down personally and/or professionally, but you don’t have to be one of them. I challenge you, right now, to make the decision to “Pull Up!” and make this the year that changes your destiny! Here’s how: 1. Form Strategic Alliances — Are you fighting the fight alone? You don’t have to. This industry is saturated with resources that are available through Associations, Buying Groups, Manufacturers, Distributors, etc., all focused on your personal and professional success. In fact, that is the purpose of the WFCA. “We exist to ensure the success and profitability of professional flooring dealers.” We are challenging you to “Pull up!” Why is it that in business, so many try to go it alone? Even those that are part of some industry alliance, rarely tap into the resources that are available. Your professional network is one of the greatest resources available for your success. 2. Take Calculated Risk — You have likely heard me say, “What got you there, won’t keep you there.” The business climate is changing. If you desire success, you must change too. It is really simple: Many of your competitors in life and business will pull back during uncertain times, especially when they face economic hiccups. If you want the same out-
4 Premier Flooring Retailer | Q4 2018
As we look forward into 2019, one thing is for sure. There will be obstacles to your success. come as your competition, do what they do, but If you want something outside the norm to happen in your life and business, you must do something outside that norm. “If you want what you’ve never had, you must do what you’ve never done.” 3. Surround Yourself with Winners — Why would anyone surround themselves with people who share their fears? To achieve success you must surround yourself with people who have already achieved it, those who swim against the tide, those willing to question the status quo, those who are content but never satisfied and those who exude optimism. There were once two identical twin brothers. One was a starry-eyed optimist. “Everything is coming up roses” he would say. The other was a hopeless pessimist. He even considered Murphy, as in Murphy’s Law, an optimist. The concerned parents brought their boys to the local psychologist. He suggested a plan to balance the boy’s personalities. “On their next birthday, put them in separate rooms when they open their gifts. Give the pessimist the best gifts you can find, and give the optimist a box of manure.” The parents followed the instructions and carefully observed the results. When they peeked in on the pessimist, they heard him complaining. “I don’t like the color of this computer.” “This X-box will break.” I won’t be good at this game.” Tiptoeing across the corridor, the parents peeked in and saw their little optimist gleefully throwing the manure up in the air. He was giggling. “You can’t fool me! Where there is this much manure, there’s got to be a pony!” When we surround ourselves with people who are winners, we challenge ourselves to emulate their success. 4. Encourage Accountability — What do you want people to say about you? What makes you and your business unique? How do you want to be identified, as a parent,
spouse, community leader, boss, co-worker, etc…? What do you want the community to say about your business? I encourage you to think about your answers to these questions. Write them down. Share them by having an open discussion with those you will allow to hold you accountable. Remember, great intentions rarely come to fruition without accountability. 5. Invest in Others — The greatest and most secure investment you can make in 2019 is not in gold, stocks, or even real estate. The greatest investment you can make is in people. At the retail level, consumers build loyalty to people long before product. Ultimately, we will all be graded by the quantity and quality of the relationships in our lives. As a student of change, one thing that has become obvious to me is that most people avoid change because they see it as too big, or too overwhelming. In reality, change is nothing more than utilizing the resources that are right around us. What you need to survive and thrive in 2019 is right around you. It is available in your strategic alliances. It’s available in your relationships. It can be acquired and enhanced through your resources. It can reach its maximum potential through allowing others to hold you accountable. It is best seen and multiplied by investing in others. Many years ago I was at a conference when the keynote speaker asked the audience, “How many of you are living your dream?” About a third of those present raised their hands.” He then asked, “For the rest of you, whose dream are you living?” Why not make 2019 the year you stop talking about your dreams, and start living them. Skeptics are already saying 2019 will be a year of transition at best. Don’t you believe it. Pull up! Pull up! ❚
Skeptics are already saying 2019 will be a year of transition at best. Don’t you believe it. Pull up! Pull up! Premier Flooring Retailer | Q4 2018
One Million Reasons
THERE ARE OVER A MILLION REASONS #whyTISE IS THE EVENT FOR FLOOR COVERING, STONE, AND TILE PROFESSIONALS...
EXHIBITS JANUARY 23-25 EDUCATION JANUARY 22-25 LAS VEGAS 2019 intlsurfaceevent.com/whytise
6 Premier Flooring Retailer | Q4 2018
The Largest North American Floor Covering, Stone, and Tile Event • One Million Square Feet of Exhibits, Education, and Networking • THE Annual International Marketplace for the Industry • First of the Year Buying Event + Designer Sourcing Event The Ultimate Product Sourcing • 800+ Exhibiting Brands & Climbing • Powerhouse Brands: Shaw, Mohawk, Mannington, Engineered Floors • Artisan and Specialty Brands • Nearly 200 New Exhibiting Brands Annually • Product Launches • 20,000+ Products and Services • Product Showrooms Crucial Information Gathering • Design Trends and Forecasting • Industry Statistics and Forecasting Comprehensive Industry Training and Education: CONVERGE • Targeted Interest Groups • 4 Days of Education • Engineered Learning Room Sets • Flexible Learning Environment • 50 Industry Influencers and Presenters
Industry Certifications and Accreditation • International Concrete Repair Institute’s Moisture Testing Certification • Marmomac Academy: Designing with Natural Stone Program • Natural Fiber Installers Certification Workshop • Natural Stone Institute Accreditation • North American Laminate Flooring Association Certified Inspector Course • Women in Stone: The Power of Communication Workshop Discovery Zones • The Design & Installation Showcase Hub, The DISH • The CAGE • Distributor Lounge • International Marmomac Pavilion • Media Village • National Wood Flooring Association Hardwood Flooring Pavilion • Natural Stone Institute Member Area • Tool Alley • World Floor Covering Association Member Area LIVE Demonstrations • Association Demonstration Stage LIVE • The CAGE Action Demos LIVE • Design Stage Trends Chats LIVE • Exhibitor In-Booth Demonstrations LIVE • National Installer of the Year Competition LIVE • Product Demonstration Stage LIVE Networking & Relationship Building • Canada Night Happy Hour • Distributor Meetings • Emerging Professionals Happy Hour • Exhibitor Sponsored Happy Hours • Hosted Media Breakfasts and Lunches • Natural Stone Institute Awards Ceremony • Natural Stone Institute After Party • Stone Fabricators Alliance Appreciation Happy Hour • Tens of Thousands of Industry Professionals
With over a million square feet and reasons #whyTISE, there’s just not enough room to list them all… discover more online now! Premier Flooring Retailer | Q4 2018
IT’S YOUR UP
Getting New Employees Out of the Shadows!
common mistake that many companies make is to transfer the responsibility of training a new hire to an existing salesperson. This practice is referred to as shadowing. You may
recognize the scenario: “Just follow Julie this week and watch how she does things. She writes good business and you’ll be well served learning her ways.” Several probabilities will come from this, none very effective. First of all, this method isn’t training at all, it’s an attempt to clone. Ask yourself how many skills that you have mastered by watching a professional operate at full speed. For example, I have watched excellent pianists at the keyboard, yet struggle to play chopsticks. Why? It is because I was watching a variety of individual behaviors woven into a seamless pattern. No one explained to me why the left hand was doing this, while the right hand was doing that,
Tom Jennings VP of Professional Development
not to mention simultaneously operating the pedals. While some may be motivated by the possibilities of achieving similar skills in time, a greater number are discouraged by what appears to be a daunting task. Another problem is that rarely is a salesperson good at every skill, so one sees an incomplete
Tom Jennings is a lifelong
picture of what the most successful methods are, when only one method is observed. Above all,
member of the flooring
you are assuming that Julie wants her shadow to succeed. In reality, she may view the rookie as
business. Since selling his
an intrusion at the least, or even as a potential threat long term. Do you really believe that she’s
family’s retail business in
going to share her trade secrets completely? Why should she? She just met this new hire, and
2006, he has served the
barely knows them. Remember that Julie’s interests don’t necessarily parallel yours. This sce-
industry as an educator
nario could never happen at your store, right?
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. He may be reached at firstname.lastname@example.org.
8 Premier Flooring Retailer | Q4 2018
A common mistake that many companies make is to transfer the responsibility of training a new hire to an existing salesperson. This practice is referred to as shadowing.
Last, even with a proper attitude, there is no reason to assume that Julie is skilled in coaching. This is an entirely different skill set than performing. How many times does a star player on a team go on to become a great coach as well? Almost never! Too many skills come almost innately to them, so they don’t know how to break each, individual process down. As a result, they often lack the patience to work at the learner’s pace. When possible, they’d prefer to just perform the task themselves, rather than to take the time to explain the process. I am not saying that shadowing is a complete waste of time. Just think of it as one tool in the toolbox. There are many skill coaching opportunities available today, whether it be in-person training sessions or online courses. Seek them out and use them to your advantage. To be as effective as possible, new hires must be exposed to the processes that are required to achieve success, not merely shown the desired result. ❚
I am not saying that shadowing is a complete waste of time. Just think of it as one tool in the toolbox. There are many skill coaching opportunities available today, whether it be in-person training sessions or online courses. Premier Flooring Retailer | Q4 2018
Fabulous Floors Certified™ for REALTORS® in New York State
Margo Locust Margo Locust is publisher of Fabulous Floors Magazine and Premier Flooring Retailer as well as owner of a retail flooring store in Northwestern North Carolina with more than 30 years in the flooring industry. She can
n April of 2018, REALTORS® in New York State began to get certified in flooring through a unique program offered by Fabulous Floors Magazine. Fabulous Floors Magazine, and the Greater Capital Association of REALTORS® have teamed up together to offer Fabulous Floors Certified in New York State. “We are excited this has come to fruition,” says Margo Locust, Owner and Publisher of Fabulous Floors Magazine, “imparting knowledge and flooring education has always been a cornerstone of our publication for the past 15 years.” “After completing the two-day course and passing the test,” continued Margo, “participants will receive continuing education credits in addition to a Fabulous Floors Certified designation. As a value-add, participants were listed in Fabulous Floors Magazine, and connected locally with flooring retailers. It’s a win-win for everyone!” The classes are taught by Fabulous Floors Magazine’s Associate Publisher, Lisbeth Calandrino. Lisbeth has been teaching product knowledge classes for a number of years, is prominent in the flooring industry with several professional certifications. “The need for flooring information became evident to me,” stated Lisbeth, “after I was the keynote speaker for the Greater Capital Association of REALTORS® in Albany this past year. Many of the REALTORS® confirmed that during the sale of a property they play an advisory role. However, this is often with little knowledge of current flooring trends and product information. Unless you are dealing with it daily, it’s hard to be up-to-date on the advancements in our industry!”
be reached at margo@ fabulousfloorsmag.com.
The knowledge REALTORS® have gained, and the certification will help serve their customers’ needs best and could be a competitive game changer for their business. 10 Premier Flooring Retailer | Q4 2018
“If REALTORS® share the knowledge they gained in the flooring certified class, potential home buyers can make an informed decision on the best return for their investment.” Realtors are excited to partner with Fabulous Floors Magazine which offers continuing education credits and Fabulous Floors Certification™ as part of our Professional Development Program. It is definitely an industry first.” Fabulous Floors Certification™ as part of our Professional Development Program. It is definitely an industry first.” ❚
Giving consumer’s (potential homebuyers) insight into the floor conditions and what it would take to replace them on both the purchase and selling of a home will be an invaluable tool.
Premier Flooring Retailer | Q4 2018
Why Realtors Make Good Business Partners
Lisbeth Calandrino Flooring Specialist and Associate Publisher and Director of Social Media for Fabulous Floors Magazine
ore often than not, the people you surround yourself with will determine the success of your business and your life. I remember growing up and my mom telling me there were certain kids ‘I shouldn’t hang out with.’ Of course these were the kids that were always in trouble; she had a good point. My father’s advice was that it was important to hang out with people who were smarter than me. Interesting messages; they both wanted to be successful and had their own ideas about how one becomes successful. All of us are looking for new customers; how do you determine what makes a good customer? This year I luckily found myself working with GCAR, the Greater Capital Association of Realtors. Originally I was their keynote speaker, and then we discussed the possibility of me teaching classes for them. Fast forward; twice I’ve taught a dayand-a-half flooring class. I felt that flooring was important to realtors, but I never realized they would find it so interesting and useful. Flooring was a natural fit. Realtors are always looking for ways to help their customers make good decisions, and flooring can be a major expense whether you’re buying or selling a home. The whole world is looking for customers. I prefer to think of them not only as customers, but as business partners. If you think about selling customers rather than partnering with them, you are limiting your relationship. A salesperson helps the customer find what they need and then the relationship is basically over. It’s a one-way street relationship. Thinking about the customer as a business partner changes the relationship; partners look out for each other, and continue to work on building the business connection. They also spend time thinking how they can ‘share’ or find customers. There’s nothing better than someone who is looking out for your success.
I felt that flooring was important to realtors, but I never realized they would find it so interesting and useful. Flooring was a natural fit. Realtors are always looking for ways to help their customers make good decisions, and flooring can be a major expense whether you’re buying or selling a home. 12 Premier Flooring Retailer | Q4 2018
As a retailer, consider a realtor partner; just because they don’t “do what you do” doesn’t mean there’s no way to build a profitable connection. One of the things I love about realtors, they always ‘have a guy!’ Realtors spend much of their career building connections; they always have someone who can do what you need. They also are excellent at networking their customers. If I need anything, I call my realtor friend Rosalie, and she can always tell me how to get it done! This is how they find new home buyers and owners. In my experience, realtors always keep in touch. Situations change and a person who was not into selling their home last year, maybe interested in selling it this year. Anyone who purchases a home will have to determine what to do with their floor covering. They will have to decide can they live with it, does it need to be changed, or will they have to repair or clean it? If the homeowner is selling, they will have to decide if the flooring will help sell the house, or will be detrimental to the sale. As a retailer, consider a realtor partner; just because they don’t “do what you do” doesn’t mean there’s no way to build a profitable connection. Teaching them what you do, and how it will help them sell or buy a house is invaluable. It is a win-win. ❚
A Special “Thank You” to all the manufacturers and their marketing departments who provided outstanding editorial to make this publication a success. Publishing Staff Margo Rodgers Locust, Publisher Karen George, Managing Editor Lisbeth Calandrino, Associate Editor Stan Michelson, Communications Director Barry Briskman, Senior Copy Editor Ray Stewart, Production Manager Toelke Associates/Ron Toelke, Creative Director Editorial and Advertising Offices: Fabulous Floors Magazine, LLC Phone: 678-761-5002 | Email: Margo@pfrmag.net Columnists Annette Callari, Leah Gross, Lisbeth Calandrino, Paul Friederichsen, Jeffrey King, Brett Miller, Tom Jennings, Scott Carothers, Chad Ogden, Scott McGillivray WFCA Scott Humphrey, Chief Executive Officer Tom Jennings, Vice President, Professional Development Freida Staten, Vice 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: email@example.com 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 995 Main Street, Andrews, NC 28901 and the World Floor Covering Association located at 855 Abutment Road, Suite 1, Dalton, GA 30721. Postmaster: Please send address changes to WFCA, 855 Abutment Road, Suite 1, Dalton, GA 30721.
Premier Flooring Retailer | Q4 2018
Busy Work—Make it Go Away Flooring’s Easy Button
hat would you say if I told you that you could cut 80% of the busy work out of your daily schedule, and also cut it out of the schedule of everyone at your store? Would I have
your attention? Here’s the good news. You either already have the tool necessary to accomplish this, or you can get that tool and put it in the hands of your whole store simply and affordably. The bad news? There is no bad news. First, let me explain what busy work I’m talking about. For most people, busy work is routine, mundane tasks that you and your people do every day. Things like:
Phil Zolan Executive Director fcB2B World Floor Covering Association
Checking stock at a supplier, Calling your supplier to see the status of an order, Checking the price of an item Looking up the products associated with the one you want (trims, etc) Reserving product before you submit a purchase order In the old days, all these tasks involved a phone call to the supplier. Unfortunately, for many today, this still is done with a phone call to the supplier. Some have taken the next step and rely upon each supplier’s website to get some of those tasks done. That’s certainly better and easier than the phone calls, but it’s not the best solution, especially for anyone who does business with multiple suppliers; that’s a lot of websites to be jumping back and forth between.
What would you say if I told you that you could cut 80% of the busy work out of your daily schedule, and also cut it out of the schedule of everyone at your store? Would I have your attention?
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Links to all these companies are available on our website, www.fcb2b.org under the Partners-Software Vendors tab. Nearly all these software packages offer a function called Web Services, which is the equivalent of the Flooring Easy Button. What if your company is currently using flooring specific software to run your business? There are currently nine different software companies available to choose from who can help you run your business. In alphabetical order, they are:
CDMS Inc Pacific Solutions Comp-U-Floor QFloors Gartman RFMS Kerridge RollMaster Vogueboard Links to all these companies are available on our website, www.fcb2b.org under the Partners-Software Vendors tab. Nearly all these software packages offer a function called Web Services, which is the equivalent of the Flooring Easy Button. Using that button, with one click you can, in real time, check stock at most suppliers, check order status, check the current price, and look up associated products. In 2019, you’ll also be able to reserve product with that button as well. Using that button saves you a significant amount of time, not having to log into each supplier’s website to find what you’re looking for, it’s all there at your fingertips. If you’re currently running one of these software packages, and don’t know where to find that Easy Button, give your software company a call and ask them how to access web services. They’ll show you. So that’s the “you already have the tool necessary to accomplish this” part. But what if you’re a retailer who doesn’t have one of those software packages running your business? Remember when I said there’s no bad news, still true! You have a brand-new option! In conjunction with the talented folks at Measure Square, there’s a new, simple software being offered by the WFCA, that enables you to do all these real time functions with all participating suppliers at the same time. The software is available to both WFCA Members and non-members alike, and can be run on a laptop, desktop, and also via an App on Apple or Android. It’s simple to run, easy to set up, and gives you a taste of how software can help you run your business more efficiently. If you’re going to be at Surfaces in Las Vegas in January 2019, stop by the WFCA Booth (#2057), and see first-hand what this App can do and how it can truly become the Flooring Easy Button for your business! Or drop me an email at firstname.lastname@example.org, and we can set up a short demo and get you signed up. You’ll be glad you did! ❚
Premier Flooring Retailer | Q4 2018
Hydra-Skin™ is a high performance feature unique to Healthier Choice Cushion; it is the only film-less, breathable moisture barrier, which stops liquid spills from penetrating into the cushion while allowing moisture vapor trapped underneath to evaporate and escape.
Healthier Choice Cushion is infused with Ultra-Fresh® Anti-Microbial Protection to inhibit the growth of harmful odor causing mold, mildew and bacteria. It provides permanent protection.
No Odor - Low VOC’s Healthier Choice is the only carpet cushion which is UL GREENGUARD® Gold Certified for low chemical emissions. Breathing high levels of volatile organic compounds (VOC’s) is linked to health problems including allergies and asthma. Our product is also CRI GREEN LABEL Plus Certified.
Made in part with soybean oil and other natural resources, which reduces the consumption of fossil fuel petrochemicals while supporting sustainable agriculture.
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The World’s Best Carpet Cushion
Why is Healthier Choice the world’s best carpet cushion? The secret is our Never Crush Foam Technology. We manufacture the only carpet cushion made from 100% High Density Memory Foam. Most carpet cushion today is made from waste or scrap pieces of low density, light weight foams which are glued or bonded F E AT U R I N G
NEVERCRUSH FOAM TECHNOLOGY
together. Our patented, Never Crush Foam Technology offers the luxurious comfort Premier Flooring Retailer | Q4 you want while providing the lasting support your carpet needs.
With the New Tax Law, Should You Be a C Corporation? Not So Fast—It is Complicated. Part II Part I of this article provided an overview of the Tax Cuts and Jobs Act (Tax Law) that were passed in December 2017. How the Tax Law impacted the tax liability for C corporation and pass-through entities was explained. With this basic understanding of the impact of the new Tax Law, a company can now evaluate whether it would be better off paying taxes as C corporation or a pass-through business.
Should You Elect to be Taxed as a C corporation or Remain a Pass-Through Entity? Jeffrey W. King Outside General Counsel for the WFCA Jeffrey King has more than 35 years’ experience in complex litigation with a focus on contracts, employment, construction, antitrust, intellectual property and health care. He
efore the new Tax Law, the choice was much easier for most flooring dealers. If the company distributed most or all of its income each year, it was better to be a passthrough company and avoid double taxation by paying both corporate taxes and individual income taxes on the distribution. Now, the issue is more complex given the 21% C corporation tax rate which will be lower than the individual tax rate, even after taking the 20% deduction. For businesses that distribute most or all of its income each year, the answer is that it may still be better to remain a pass-through entity. To explain, consider a company that had “Qualified Business Income” (QBI) of $750,000. If it is a pass-through company, it will get the 20% deduction to lower the income by $150,000 ($750,000 × 20%
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 email@example.com.
18 Premier Flooring Retailer | Q4 2018
For businesses that distribute most or all of its income each year, the answer is that it may still be better to remain a pass-through entity. = $150,000), for pass-through income of $600,000. The owner would pay taxes on the $600,000 at the individual tax rate of 37%, so the total taxes paid would be $222,000 ($600,000 × 37%= $222,000). The effective tax rate is 29.6%. If the company was taxed as a C corporation, it would pay 21% tax on the $750,000, a tax of $157,500 ($750,000 × 21% = $157,500), leaving $592,500 to be paid out in dividends to the owners. These dividends would be taxed at 20% ($592,500 × 20% = $118,500), plus an additional 3.8% net investment income tax ($592,500 × 3.8% = $22,515). The total taxes due after distribution would be $298,515 ($157,500 corporate tax + $118,500 qualified dividend tax + $22,515 for net investment tax = $298,515). This calculates to an effective rate of 39.8%, which is over 10% higher than the effective tax rate if the company remained a pass-through entity. So why would any flooring retailer or contractor consider converting to a C corporation status? There are reasons that being taxed as a C corporation is preferable, and flooring dealers should at least consider them, and determine the impact on its taxes before making their decision. Some of the most significant factors to consider are explained below:
Issues to Consider Retaining or Reinvesting Earnings: The prime consideration of whether to be a C corporation, or a pass-through entity, remains whether the company is going to pay out annually all or most of its earning, or intends to retain earnings in the company. For pass-through companies, all the earnings each year must be allocated to its owners who must pay income tax on them at the individual tax rate. This is true even if the company does not distribute a portion of the earning. If that individual tax rate is over 21%, then the owners are paying a higher rate for money that is not distributed to them. C corporations, on the other hand, must pay the 21% on retained earnings, but the individual owners are not taxed until those earnings are distributed. Accordingly, whether a flooring dealer is better off as a C corporation will depend upon a number of factors, including the amount of earnings retained, how long they are retained, and the individual tax bracket of the owner(s). If the earnings are going to be distributed in the next year or two, it may not be worth the double taxation. Obviously, if the owner’s individual tax rates are below or near the 21% corporate rate, a C corporation will not offer any tax advantage. It is therefore important to work with your tax advisor and work through these issues.
The prime consideration of whether to be a C corporation or a passthrough entity remains whether the company is going to pay out annually all or most of its earning, or intends to retain earnings in the company.
Premier Flooring Retailer | Q4 2018
For a passthrough company, however, fringe benefits are taxable income to anyone that owns 2% or more of the company.
State Tax Rates: While the federal corporate tax rate was lowered to a flat 21%, state rates may be higher than the individual tax rates applicable to pass through entities. For example, in Pennsylvania, the corporate income tax rate of 9.99% is significantly higher than the personal income tax rate of 3.07%. The top federal tax rate for an owner of a passthrough company is 29.6%, after taking the 20% deduction. Adding in the Pennsylvania income tax of 3.07%, the total tax rate for the company is 32.67%. The combined rate for a C corporation is 30.99% (21% federal rate + 9.99% PA rate = 30.99%). The difference may not be worth the costs, the delay in distribution, and the other restrictions of being a C corporation. As a result, each flooring dealer must consider what its combined federal and state taxes will be, to determine its best corporate structure. Fringe Benefits: C-corporations can deduct the cost of fringe benefits, such as shortterm disability insurance, that it provides to employees and shareholders. Shareholders of a C corporation can write these costs off as business expenses, provided that 70% of the corporation â€™s employees, receives those same fringe benefits. For pass-through company, however, fringe benefits are taxable income to anyone that owns 2% or more of the company. The only exceptions are health insurance and qualified long-term care. The premiums paid on behalf of a S corporation shareholder that are also employees are a deductible cost. These costs for shareholders that are not employees are not deductible, and will be treated as income to those shareholders. Given the complexity of these deductions, you should discuss the deduction of these costs with your tax advisor.
20 Premier Flooring Retailer | Q4 2018
While the federal corporate tax rate was lowered to a flat 21%, state rates may be higher than the individual tax rates applicable to pass through entities. For example, in Pennsylvania the corporate income tax rate of 9.99% is significantly higher than the personal income tax rate of 3.07%. Special Gain Exclusion: There is a special benefit for owners of small C corporations to exclude most if not all of the gain from the sale of the stock of those corporations, under Internal Revenue Code §1202. This was rarely considered before, because of the high C corporation tax rates. It may be more relevant now. Entertainment Expenses: Under the Tax Law, 2018 entertainment expenses are no longer deductible. Depending upon the amount of such expenses, it may be advantageous to have those taxed at the 21% corporate rate, rather than at the owner’s individual tax rate. Confusion arose because the Tax Law entirely eliminates a deduction for entertainment, but did not eliminate the 50% deduction for business meals. Taxpayers are asking if 50% of the cost of meals can be deducted, if a meal is provided at an entertainment event? Under the interim guidance the Internal Revenue Service (IRS) issued, the answer is yes, they are deductible, if the meals are purchased separately from the entertainment charges. For example, if a business charters a boat for a fishing excursion to entertain clients, the cost of the charter is not deductible. If meals are provided as part of the charter fee, these costs are also not deductible. If, however, the meals are invoiced separately from the cost of the charted boat, then 50% of the meal costs are deductible. For more detail on the interim rule, see, Can I Still Deduct the Costs of Entertaining Customers Under the New Tax Law? The Law,
The Floor, and You (November 5, 2018) at (https://wfca. org/wfca-blog/can-i-still-deduct-costs-entertaining-customers-under-new-tax-law). Business Losses: The new Tax Law contains a significant change to the treatment of business losses for pass-through companies. An “excess business loss” cannot be passed through to the company’s owners. For purposes of this rule, an “excess business loss” is an overall loss in excess of $500,000 for married individuals filing jointly or $250,000 for individuals. Any business loss in excess of such threshold amount is treated as part of the taxpayer’s net operating loss and carried forward to subsequent tax years. There is no similar restriction on C corporation’s losses. Business Losses: The new Tax Law contains a significant change to the treatment of business losses for pass-through companies. An “excess business loss” cannot be passed through to the company’s owners. For purposes of this rule, an “excess business loss” is an overall loss in excess of $500,000 for married individuals filing jointly, or $250,000 for individuals. Any business loss in excess of such threshold amount is treated as part of the taxpayer’s net operating loss, and carried forward to subsequent tax years. There is no similar restriction on C corporation’s losses. State and Local taxes: The deduction for individual state and local income taxes is severely limited by capping the deduction for state Premier Flooring Retailer | Q4 2018
and local taxes at $10,000. The $10,000 cap does not apply to state and local real and personal property taxes which are paid or incurred in carrying on a trade or business. These state and local taxes would be fully deductible by a C corporation. Accumulated Cash: If a flooring dealer is considering being a C Corporation to accumulate income just to delay distribution, and not to reinvest in the business, it can be penalized. C corporations can be subject to one of two penalty taxes for accumulated income. Closely held C corporations are subject to the personal holding tax, if 60% or more of their income is passive income. In addition, a C corporation is subject to the accumulated earnings tax, if it accumulates earnings beyond the reasonable needs of the business. Sale of Company: If a company is sold, it is most often structured as an asset sale, which results in two levels of tax for a C corporation. First, the corporation must pay a tax when it sells its assets in exchange for cash. A second tax is due if the corporation is liquidated, and the stockholders exchange their shares for the sale proceeds. For a company that may be sold in the near future, C corporation status may be disadvantageous. Permanent Tax Law Changes: The federal corporate tax rate reduction to 21% is currently considered to be permanent, but the individual tax rate reductions and the QBI deduction, all expire December 31, 2025. On the other hand, it is not unlikely that a different administration or Congress may change the corporate tax rate, extend the 20% deduction, or make other changes in the future. Any change in a companyâ€™s tax status needs to consider this issue. Not Easy to Move Back and Forth: While an existing S corporations and LLCs can elect to be taxed as C corporations, the company must typically wait 5 years to re-elect S corporation tax status. If the company later elects to be a S corporation there are significant restrictions and other issues. A change in status may also be a deemed liquidating distribution triggering tax as an unintended consequence. 22 Premier Flooring Retailer | Q4 2018
What should you do? The decision whether to elect to be a C corporation or remain as a pass-through company requires careful consideration and will likely involve extensive calculations and projections. Each business is unique and will have its own circumstances to deal with when considering such a change. The best advice is to talk to your tax advisors to determine which path is the best for your organization. â?š I want to thank Peter A Wilhelm, EA, MS Taxation, for providing guidance, information and review for this article. Mr. Wilhelm is a tax expert with years of experience helping all sorts of businesses in dealing with complex tax issues. Mr. Wilhelm can be reached at Wilhelm & Associates, Ltd., 256R North Washington Street, Falls Church, VA 22046, (703) 356-5005 ext 202 www.wilhelmcpa.com Notice: IRS Circular 230 Disclosure: To comply with certain U.S. Treasury regulations, we inform you that, unless expressly stated otherwise, any U.S. federal tax advice contained in this communication, including attachments, was not intended or written to be used, and cannot be used, by any taxpayer for the purpose of avoiding any penalties that may be imposed on such taxpayer by the Internal Revenue Service. In addition, if any such tax advice is used or referred to by other parties in promoting, marketing or recommending any partnership or other entity, investment plan or arrangement, then (i) the advice should be construed as written in connection with the promotion or marketing by others of the transaction(s) or matter(s) addressed in this communication and (ii) the taxpayer should seek advice based on the taxpayerâ€™s particular circumstances from an independent tax advisor. To the extent that a state taxing authority has adopted rules similar to the relevant provisions of Circular 230, use of any state tax advice contained herein is similarly limited. The information contained in this article is abridged from legislation, court decisions, and administrative rulings and should not be construed as legal advice or opinion and is not a substitute for the advice of counsel.
The Go-To Source for your Flooring Needs
COME SEE OUR LATEST PRODUCTS IN LUXURY VINYL
January 23rd - 25th Mandalay Bay Convention Center Las Vegas, NV BOOTH 617
February 28th - March 2nd Georgia World Congress Center Atlanta, GA BOOTH 1213 Premier Flooring Retailer | Q4 2018
Lexmark is now Tarkett, bringing leading soft surface and resilient flooring solutions together to provide an easy customer experience. Visit us at Surfaces, Booth 2429. TARKETTNA.COM 800.899.8916
Great spaces. One surface at a time.
24 Premier Flooring Retailer | Q4 2018
Premier Flooring Retailer | Q4 2018
SHOWIN’ OUR STUFF
COREtec®— Making Floors for Any Lifestyle
s the leader in the industry, USFloors and COREtec want
COREtec® PRO PLUS is a high-density rigid core that was
to educate the consumers about composite core flooring.
developed to withstand impact and resist indentation due to
We like to compare the differences between WPC and SPC to
its high mineral content and dense core. While COREtec PRO
the different types of carpet out there.
PLUS will perform great in your mudroom or basement, it is
In the world of carpet, there are many types of fibers, constructions, pile heights and weights. A thick, plush carpet feels
tailor-made for commercial settings such as boutiques and offices—anywhere there may be a high traffic load.
heavenly under foot, but in a corporate or retail setting, it’s
Although COREtec® PLUS is frequently used in moderate
not so good! Conversely, you wouldn’t install a commercially
commercial environments, it is better suited for residential use.
rated carpet into your bedroom or family room where you want
During the manufacturing of WPC, we add foaming agents that
the most comfort. The carpet you choose depends on your
create tiny air pockets to improve sound quality, insulation and
intended use and personal preference.
cushion. This WPC core is combined with a thick luxury vinyl
We like to apply that same mindset comparing the differences between our COREtec® (SPC) Solid Polymer Core and COREtec® (WPC) Waterproof Composite Core flooring.
top layer and attached cork underlayment, to create a truly comfortable floor. Both SPC and WPC categories offer features and benefits
Both are 100% waterproof and dimensionally stable. Both
that lend themselves to a wide variety of installation options and
feature a wide range of beautiful decors and textures. Both
end-use. It merely comes down to customer preference, fash-
install easily and straight out of the box with no need for accli-
ion/design, installation application and budget.
mation. However, each is constructed to suit specific needs
The choice is yours… ❚
based on the requirements of the intended installation.
Both are 100% waterproof and dimensionally stable.
26 Premier Flooring Retailer | Q4 2018
for true originals everywhere...
100% waterproof · kidproof · petproof SURFACES · BOOTH 1737
Premier Flooring Retailer | Q4 2018
SHOWIN’ OUR STUFF
MagneBuild™ — The Idea Whose Time Has Come
Michael Bennett Vice President of Sales & Marketing Magnetic Building Solutions (MBS)
evolutionary. Quite a strong descriptive word, I think you would agree! But, I’m not sure it does the MBS platform justice. MBS is the acronym for Magnetic Building Solutions. A magnetic underlay system introduced this year. Let me introduce myself: My name is Michael Bennett, not the same one in James Patterson’s book, but similar… I’ve been in the industry for quite some time, with flooring retailers, distributors and manufacturers. Working in all of these segments, I have seen nothing as exciting as MagneBuild. The system was developed with installer/installation challenges in mind and can be utilized with almost any type of flooring and wall system. Once the base layer is applied, the world of design blossoms before your very eyes. It is so easy to change.... or add...or enhance! Here’s how it works: The underlay is loose laid on the floor or attached to the wall via peel and stick adhesive. The wall and flooring products that have been manufactured with a receptive compound in the backing can be easily applied. There is also an option to apply a peel and stick receptive layer in the field. Since joining the MBS team in September, we have traveled 4 continents to show this platform. To say that we have been well received would be quite an understatement. Everyone LOVES it. It solves so many problems and offers so many new design opportunities. We now have flooring manufacturers for carpet, vinyl, hardwood, natural stone and wallpaper. Yes, wallpaper! For the Premier Flooring Retailer who is not already in the wall covering business, it will be very hard to resist the urge to enter that arena now.
The system was developed with installer/ installation challenges in mind and can be utilized with almost all types of flooring and wall systems. Once the base layer is applied, the world of design blossoms before your very eyes. It is so easy to change....or add...or adjust!
28 Premier Flooring Retailer | Q4 2018
The basics â€” how does it work? There are two layers to the MBS product. The base layer (A) is the magnetic layer. It can be rolled out over any smooth, clean, dry sub floor (concrete or wood sub-floors). It magnetically adheres to the top layer (B) which is any flooring product containing ferrite powder. Creating the magnetic character of the flooring material can be accomplished in one of two ways. Ferrite powder can be injected during the manufacturing process into products with a quasi-soft back (LVT/LVP/WPC). The second and most common way is to adhere the receptive material via cold-press onto the product at the end of the manufacturing process. (Carpet tile, broadloom, ceramic, porcelain, stone). The result is a tight magnetic bond between the subfloor and finished floor that is virtually waterproof. The magnetic subfloor acts as a sound barrier, and even provides crack isolation protection for ceramic floors.
MBS virtually eliminates the need for adhesive bonds, and there is NO need to seam the underlayment. The installation is environmentally friendly (no VOCâ€™s), and the system itself utilizes recycled materials.
Premier Flooring Retailer | Q4 2018
Savings benefits Aside from the ease of use, the interchangeability, and the aesthetic flexibility associated with the MagneBuild system, another valuable benefit, especially to a commercial environment, is the quantified time savings that it provides. Initial installations may require floor prep, of course, but future changes of floor covering at the same location using the magnetic foundation is where significant time savings would be realized. That interprets to less down-time for a business. What comes to mind are commercial settings where down-time is a critical factor: Hospitality, health-care, senior living, retail environments, restaurants, educational facilitiesâ€”just to name a few.
Initial installations may require floor prep, of course, but future changes of floor covering at the same location using the magnetic foundation is where significant time savings would be realized. 30 Premier Flooring Retailer | Q4 2018
One successful floor covering retailer recently quipped that there are four walls for every floor, and she wanted ALL of them! But whether we are looking at floor or wall applications, the fact that you can easily change products with greater frequency than ever before, brings new business to ALL of us! There is also an entire new market that opens when using the MBS platform. It consists of feature tiles in a natural stone installation. For example, we have one manufacturer who is in the process of designing tiles that can be inserted in a wall or floor application for seasonal or holiday events. Imagine placing half a dozen Thanksgiving theme tiles in strategic locations within your backsplash! And there is no harm to any part of the system. If you are really aggressive, you can replace the entire backsplash in about an hour. The same flexibility exists in all the other wall and floor product types. As a Premier Flooring Retailer, this platform may be the next, best, way to proclaim your dominance in your market. The younger home goods shopper is addressing this technology with a very high level of interest… could you possibly become the “coolest” flooring retailer in your market? Because as you know, this system makes a VERY “attractive” floor, or wall..
Versatility MBS doesn’t just work on floors. This patented system can impact any application in the field of construction where a receptive layer can adhere to a magnetic base! One of the fastest growing areas in flooring sales is the use of flooring materials on walls. Potentially, this could result in driving even more consumers into professional flooring dealers. One additional note: you are already aware of the significant buying power Millennials can bring to the flooring sector. They are a technology-driven generation, and the appeal of the MBS technology is something that definitely will ignite their interest.
Continued on page 32
As a Premier Flooring Retailer, this platform may be the next, best, way to proclaim your dominance in your market. Premier Flooring Retailer | Q4 2018
SHOWIN’ OUR STUFF
Metroflor LVT Introduces Attraxion Magnetic Attachment System in Déjà New Collection
Ideally suited for Main Street Commercial, Multi-Family; Enables time efficient replacement as new and existing tenants change up floors
he Metroflor-branded Déjà New LVT collection designed for
San Marcos Oak—5 SKUs
Main Street Commercial will feature the Attraxion™ Mag-
9" × 60", 20 mil wear layer, 2.5 mm gauge • In-Register
netic Attachment Technology. Licensed from Magnetic Business
embossing, micro-bevel edge. San Marcos Oak is a refined,
Solutions’ MagneBuild™ system, the new Attraxion-branded
quieter oak, with fewer knots and an elegant, natural flow of
underlayment enables the rapid installation of flooring without
the wood grain in tones of grey and greige.
locking systems or adhesives. With a 20 mil wear layer and 2.5
Coastal Oak—3 SKUs
mm gauge, Déjà New with Attraxion is suitable for a wide range
7" × 48", 20 mil wear layer, 2.5 mm gauge • Sawcut emboss-
of specified and Main Street applications including Hospitality,
ing, micro-bevel edge. The classic answer to a palette wood
Retail, Healthcare, Education, Corporate and Multifamily.
grain, Coastal Oak’s exquisite colors, high contrast and rich,
Especially in commercial environments, the Attraxion method
bold detail are ideal for the entire commercial spectrum,
of installation results in quantified time and labor savings and
especially Retail and Hospitality.
minimal shuttering of businesses. While a typical tear-out/
Smooth Concrete—2 SKUs
remodel for a commercial installation (e.g. restaurant, hospital-
24" × 24", 20 mil wear layer, 2.5 mm gauge • Rough Con-
ity, retail, multi-family), based on 10,000 sq. ft., requires a 10- to
crete embossing, micro-bevel edge. Concrete remains a
12-day cycle, installing Déjà New with Attraxion typically takes
classic look in today’s building materials. Smooth Concrete
just several days.
offers natural colors that work with most carpet and tile collections.
Innovative colors, styles and designs are faster and easy to install
An architect folder showing all the SKUs and demonstrating how the system works is available. For more information, visit
With Attraxion, innovative layouts such as herringbone, alter-
nating colors and borders are easier and faster to install than ever before. Déjà New with Attraxion features the following
Follow us on Facebook @metroflor
planks and tiles:
and Twitter @metroflor_
Déjà New DN821826 Greyed.
32 Premier Flooring Retailer | Q4 2018
Déjà New DN1445108 Flint Grey.
Déjà New DN1445117 Waxed Greige.
NO adhesives. NO locking profiles. NO JOKE. Time IS money. That’s what Déjà New with Attraxion Magnetic Attachment Technology™ is about. This game-changing two-part installation technology drastically reduces typical flooring replacement times and that’s just the beginning. Attraxion Magnetic Attachment Technology eliminates adhesive-related VOCs and the magnetic underlayment can dual purpose as a moisture barrier and crack suppressant membrane to minimize costs related to floor prep. Déjà New with Attraxion Magnetic Technology. Serious technology for serious projects. Available January 2019 through Metroflor’s nationwide distributor network.
888-235-6672 | metroflorusa.com
Premier Flooring Retailer | Q4 2018
Continued from page 29
Implementing any system that contributes to the wellbeing of the human element of the floor covering industry is not only wise, but overdue. Health and well being benefits One of the most valuable assets of the floor covering industry is the talent of our installation work force. Imagine an innovative flooring underlay that allows less labor-intensive installations, reducing man-hours, but even more importantly, reducing the physicality required to complete each job. Ultimately, this conservation of overall time spent on each job, along with preservation of physical health and energy, can help to alleviate the shortfall of available installation crews. Implementing any system that contributes to the wellbeing of the human element of the floor covering industry is not only wise, but overdue.
34 Premier Flooring Retailer | Q4 2018
In Conclusion Businesses often postpone or avoid remodels all together because of the inevitable disruption. Using MagneBuild, our industry now has a tool that neutralizes that one main objection. The flexibility of changing out floor coverings in a timely manner will encourage businesses to remodel more frequently, thus positively impacting the overall purchasing cycle! Residential customers will also be receptive to their flooring professional using MagneBuild—less disruption to their home and their lives AND the benefit of an environmentally friendly foundation for their floor covering. Product manufacturers are benefiting as well in that their product just became more versatile and much more in demand. Sounds like a win/win situation all around. Look for us at TISE 2019 and see for yourself! ❚
The flexibility of changing out floor coverings in a timely manner will encourage businesses to remodel more frequently…
Metroflor Déjà New DN1445105 Pumice Washed.
Metroflor Déjà New DN821823 Worn Beige.
Metroflor Déjà New DN123809 Clay.
Metroflor Déjà New DN123814 Zinc.
Premier Flooring Retailer | Q4 2018
Attracting and Keeping the Holy Grail: Your Customers You know exactly how much money you have to take in to break-even and you undoubtedly want to surpass that amount to grow and prosper. Enter: the elusive customer. Goal: increase foot traffic.The vast majority of flooring, no matter how you look at it, is a commodity. Since you can’t change that, the trick is for you to stand out. There is a multitude of ways to give your store a higher profile, but let’s look at a few statistics first.
Susan Lorek Susan Lorek, owner of On-Demand Marketing grew up in Germany and then proceeded to move countries several times to finally end up in Atlanta, Georgia. She worked in corporate America for many years — including at Witex, Amtico and Robina Floors – before starting her own marketing consulting business. Odm-online.com
● 86% of consumers are willing to pay more for a product if they have a more pleasant buying experience. (American Express) ● Happy customers tell nine people about their experiences with a company. (American Express) ● For every customer who complains, there are 26 who don’t say anything and just leave. (Lee Resources International) ● The probability of selling to a new customer is 5–20%, the probability of selling to an existing customer is 70–80%. (Marketing Metrics) None of these statements are huge revelations. We are consumers as well and have experienced good and bad service. But taken together, they hint at what we can do to maximize results for our small business. Task 1: Analyze your store and selling pattern. Which SKUs sell the best? Organize the showroom accordingly. Look at your floor plan and see if there is a way to de-clutter it. Do you really need twelve kinds of hardwood and nine of laminate flooring? Can you widen the aisles? Also check your lighting. Do you want to highlight a product? Do you want to create a certain mood (elegance, tranquility, energy)? Choose the correct brightness. Is the sales floor in good shape? After all, that’s what you are selling and it should be gleaming and dust-free. Many manufacturers have show floor programs that allow you to showcase your products and your store interior at a reasonable cost. If you have some room to spare, build a vignette. Maybe a comfortable chair with a throw, placed on one of your best-selling SKUs. It’s difficult to imagine a whole room when all you look at is a plank.
Which SKUs sell the best? Organize the showroom accordingly. Look at your floor plan and see if there is a way to de-clutter it. 36 Premier Flooring Retailer | Q4 2018
Make your store a destination for your town or neighborhood. Start offering seminars on the different types and uses of flooring. Send out invitations to your existing customers and make it an “exclusive” event. Bringing guests should be highly encouraged. Task 2: Service. Start by looking at your sales force. Are they neatly dressed? Maybe have them all wear shirts with your logo or institute a dress code. Can they educate a customer about the best choice for them, because they themselves have been trained extensively on product features and benefits? Manufacturers conduct seminars on their products. Take advantage of them. Does your sales force ask the right questions, such as “where is this floor going?” “do you have kids and pets?” “what kind of traffic will the floor see”? What is the issue they are trying to solve? To draw a parallel: you are not selling a drill bit, you are selling a ¼" hole. After getting a good idea about your customer’s needs, offer to come to her home with samples. In-home consulting has become a big business. Get your slice of it. Task 3: Make your store a destination for your town or neighborhood. Start offering seminars on the different types and uses of flooring. Send out invitations to your existing customers and make it an “exclusive” event. Bringing guests should be highly encouraged. Take your seminars on the road. Many subdivisions have active homeowner associations and they are always looking to organize events. Your first sentence after the introductions are done should be “I am not here to sell you flooring”. Of course you are, but focus on education rather than selling. Get involved in your community. You can make a donation to a local cause or even host a charitable event. “Doing good” reflects positively on your store’s reputation. Not everything is always about the bottom line. People like to feel good about buying from a certain brand or store. Showing that you care about the place where you live can impact how customers see you and your business. We haven’t even touched on social media or your website, but this should get you started on thinking about your business through your customers’ eyes. A final tip: take very good care of your existing customers. Follow up after the purchase, then check in with them by calling, not emailing. Build a relationship. Retailers do this so rarely that you will stand out like a beacon on the high seas of competition. ❚
A final tip: take very good care of your existing customers.
Premier Flooring Retailer | Q4 2018
The Next GIG
Weathering the Storms (Literally and Figuratively)
Chad Ogden QFloors President/CEO
Chad Ogden is the CEO/ President and developer of QFloors flooring software. He grew up in the flooring industry, has a BS in Computer Engineering, and worked many years in the technology field before coming back to his flooring roots. He currently serves as the Secretariat of the fcB2B committee and is a widely recognized industry leader in floor covering technology. To contact him, email firstname.lastname@example.org
or call 801-563-0140.
he recent tragic fires in California, Winter Storm Bruce, and Hurricanes Florence and Michael are a few recent reminders of the sobering fact that none of us have complete control over being affected by natural disasters, fires, theft, power outages, and other calamities. Lives and businesses are impacted in a very real way. We dread those panicked calls from customers, telling us they have lost all of their data due to no fault of their own, but because of misfortunes such as ransomware, malware, weather, fire, theft, servers going out, and other tragedies. Whether they end the conversation rejoicing or crying is dependent upon just one thing — whether they have a recent backup of their data available. While we cannot control Mother Nature, nor enjoy 100% protection against being victimized by theft, malware, etc., we can do everything in our power to protect ourselves and our business. Just as you can guard against being robbed by locking doors, not leaving valuables in plain sight, and putting in a good security system, you can be proactive in protecting yourself from being victimized by just a few safeguards. It is also vital to prepare in advance a good recovery system, if tragedy does strike. Which brings us to how essential backups are. Your backup system will save you, no matter what hits. Whether you are using industry-specific software, or just something generic like Excel or QuickBooks, it is so very important in today’s world to have backup of your data in place.
You have a few options for this type of service: 1. If you have industry-specific software, they often offer a hosting service. This means that they keep your data for you, in the cloud. Backups are done periodically, and should be saved off-site. 2. You can also find and hire your own hosting service. Asking your IT company or contractor if they provide this is a good start. One of the most popular ones out there right now is AWS (Amazon Web Services). However the cost for this service seems to be on the higher end. 3. You can take care of all backups yourself. This is the least expensive way to go, but it also means it is up to you to ensure this happens. It requires diligence and care on your part. The backup solution you create MUST include taking and storing the data backup off-site. Two popular methods would be: a) Using some sort of a cloud backup service. Note that in using these services you must personally audit your system regularly to make sure that when anyone makes updates to your computer, the backup systems do not break. It is very common for this to happen, so it’s important Continued on page 62
38 Premier Flooring Retailer | Q4 2018
YOUR SOFTWARE SHOULDN’T BE
PAINFUL TO USE Nor should it be torture to learn. QFloors software is: · Powerful yet user-friendly · Comprehensive yet intuitive
Your employees (and your blood pressure) will thank you.
Contact us today for a free demo. (801) 563-0140 www.qfloors.com email@example.com Premier Flooring Retailer | Q4 2018
e! t a eD
2019 CFI Convention August 21-23, 2019
La Cantera Resort & Spa
San Antonio, TX
Place your products in the hands of the installers
Registration Now Open! Visit our website: www.cficonvention.com give us a call: 816.231.4646 40 Premier Flooring Retailer | Q4 2018
The Most Recognized Certification and training Programs Worldwide Carpet•Hardwood•Laminate•Ceramic•Resilient
2019 Upcoming Events: January 23 - 25 | Las Vegas, NV TISE | CFI Booth #7067
March 11 - 15 | Forney, TX Hardwood/Laminate Training (1-Week)
February 4 - March 8 | Forney, TX Residential Carpet Training (5-Week)
March 13 - 14 | CFI Canada Residential Resilient Certification
February 4 - 5 | CFI Canada Residential Carpet Certification
March 19 - 20 | Forney, TX Hardwood/Laminate Certification
February 6 - 7 | CFI Canada Hardwood/Laminate Certification
March 20 - 21 | Anchorage, AK All Level Carpet Certification
February 13 - 14 | CFI Canada Residential Resilient Certification
April 4 - 5 | Forney, TX Hardwood/Laminate Certification
February 14 -15 | Forney, TX Woven and Pattern Carpet Workshop
May 16 - 17 | Forney, TX Resilient Certification
March 7 - 8 | Salt Lake City, UT All Level Carpet Certification
May 29 - 30 | Forney, TX Ceramic Certification
March 11 - 12 | CFI Canada Substrate/Sub-Floor Workshop
June 10 - 14 | Forney, TX Resilient Training (1-Week)
Visit our website: www.cfiinstallers.org Follow us on: Premier Flooring Retailer | Q4 2018
The Next GIG
What Mobile Solutions are Available to Retailers?
FMS offers two apps that provide mobile solutions for sales professionals, estimators, sales managers, warehouse managers and even installers: Measure Mobile and RFMS Mobile.
Designed to work together, they also differ in purpose, providing unique tools for different users and situations. ● Sales professionals now use the Measure Mobile app to look up product pricing and availability from the showroom floor and apply those products to a basic floor layout complete with 3D furnishings and walls, all before the client leaves the showroom floor. With a push of a button, this information is sent to RFMS to create a quote and the client leaves with a quote document subject to Measure. This quote can later be updated with accurate product quantities and addi-
Kurt Wilson Project Manager RFMS Apps
tional line items, once Measure Mobile has been used to draw the floor plan inside the client’s home. While still in the home, they can present the updated quote document to their client, collect a signature and even accept payment from within RFMS Mobile. ● Sales professionals also benefit from the streamlined access to their quotes and orders that RFMS Mobile provides. They can use this app to quickly search for, view and edit quotes and orders. A dashboard shows the open quotes and orders assigned to them for quick access.
Sales professionals also benefit from the streamlined access to their quotes and orders that RFMS Mobile provides. 42 Premier Flooring Retailer | Q4 2018
Continued on page 42
Premier Flooring Retailer | Q4 2018
SHOWIN’ OUR STUFF
SEM Group — manufacturing, innovation, quality, and value
SEM Group’s products combine high quality with the best value, while always maintaining environmental responsibility.
EM Group is a privately owned business headquartered in the heart of the flooring industry—Dalton, Georgia. SEM Group manages more than 12,000,000 square feet of inventory in over 200,000 SF of warehouse and distribution centers in Northwest Georgia, and over 3,000,000 square-feet of manufacturing facilities throughout the world. SEM Group is comprised of four different yet synergistic companies: Savannah Stone and Tile, Excelsior Global, and Muchsee Wood. Our vast product offering includes Engineered and Solid Hardwoods, Luxury Vinyl Planks, IWP Engineered Vinyl Planks, Laminate, SPC Rigid Core Planks, Ceramic and Stone Tile, and a full line of Cushioned Underlayments, Adhesives, and Trim for all applications. SEM Group’s products combine high quality with the best value, while always maintaining environmental responsibility. Recent investments in technology, enable SEM Group to ship any of its 2800+ SKU’s quickly, and most often within 24 hours. Which in turn, provides an exceptional customer service experience including order entry, shipment tracking and information reporting. Since inception in 2009, SEM Group’s goal is to become the most recognized manufacturer, importer, and wholesaler in the hard surface flooring market. The formula for success is simple. Adhere to our core business values—excellence, innovation, and integrity—but quickly adapt to changing business conditions and customer demands. ❚
44 Premier Flooring Retailer | Q4 2018
Luxury Vinyl Plank
The SEM Group has over 50 running line colors of LVP in click and glue down versions. We carry thickness from 2mm up to 4.3mm, and many wear layer thicknesses to meet your product needs and price points..
SEM Group offers 18 different underlayments for LVT, IWP, Floating Hardwood, and Laminate flooring. Whether you need an underlayment for a moisture barrier or just for acoustical reasons, we have the products to meet your requirements.
IWP Engineered Vinyl Plank From entry level to high end constructions, we have the Engineered Vinyl Planks to meet all of your consumerâ€™s needs. With and without attached pad, and wear layers all the way up to 22 mils SEM Group has the engineered vinyl planks to meet the most demanding environments.
Engineered & Solid Hardwoods We offer solid and engineered hardwoods in Birch, Hickory, Oak, Elm, European Oak, and Acacia. With appearances from handscraped to wire brushed, and thicknesses from 3/8" to 3/4", SEM Group has the product to fit any type of project.
Laminate Stocking both 8mm and 12mm products, with over 50 color/pattern options. The SEM Group has been manufacturing environmentally friendly laminate with the most durable core material for more than 20 years.
Adhesives SEM Group stocks a full line of Adhesives for engineered woods, LVP, and carpet tiles. We offer trowel applied, roll on, and spray options for glue down LVT installations. Moisture Cured Urethane and high moisture wood adhesives for engineered wood, and also a premium carpet tile adhesive for PVC and smooth backed carpet tiles.
Trim and Moldings The SEM Group maintains inventory of a full line of coordinating trim products for all of our running line colors.
Since inception in 2009, SEM Groupâ€™s goal is to become the most recognized manufacturer, importer, and wholesaler in the hard surface flooring market.
For more information on our products, please contact your local sales rep or visit www.semgroup.us (706) 277-0195
Continued from page 40
● If dedicated estimators are employed by a retailer, they can use the Measure Mobile app to receive project assignments from the sales staff or management. These projects can be tied to an RFMS quote from the outset, thus streamlining communication with the sales profes-
There are no other apps available that offer a complete solution for sales professionals, estimators, installers and managers. The ability to measure, document, estimate, sell, process and install a job all with these mobile applications make them truly unique.
sional once the estimator has used Measure Mobile to supply a floor plan, notes and photos of the condition of the jobsite. ● Sales managers benefit from the transparency created by the Measure Mobile application. They can see in real time which projects are being worked on and by whom. The use of customizable checklists tied to RFMS products and services enables them to control or promote the add-ons and services that are quoted on each project. ● Warehouse managers can benefit from a new feature in RFMS Mobile called Point of Sale. Intended for quick processing of cash and carry or supply pickup, this feature is designed with the busy warehouse manager in mind. The process of creating an order or adding lines to an existing order, cutting, delivering and accepting payment can all be done from a mobile device with just a few taps. ● Installers can benefit from a new feature in RFMS Mobile called Mobile Work Orders. Designed for RFMS users who own the Schedule Pro module, this feature provides limited access to the RFMS Mobile app to installers so that they can view Work Orders assigned to them. If allowed, installers can change Job status and view certain types of notes and attachments. They can also attach photos, notes and even collect a signature on the digital work order from the property owner upon project completion.
How do these applications differ from others in the market? There are no other apps available that offer a complete solution for sales professionals, estimators, installers and managers. The ability to measure, document, estimate, sell, process and install a job all with these mobile applications make them truly unique.
What can you expect from RFMS in 2019? Our clients continue to demand greater mobility without sacrificing functionality. Your clients continue to demand a higher quality shopping experience. With that in mind, 2019 should prove to be an exciting year of continued development on both Measure Mobile and RFMS Mobile. Estimators and Sales Professionals who sell in the home can look forward to faster and more accurate room measuring using the Smart Room technology in the new Leica Disto X3 laser measuring device. In addition, expect to see more realistic looking stair layouts that accommodate the unique designs of custom stairways, while still adhering to our accurate allocation methods for roll product or hard surface. Sales professionals working the showroom floor or in the living room of their client will soon be able to request real time inventory checks directly from suppliers such as Shaw, BPI, Engineered Floors and others. Those are just a few of the many exciting features we have in store for 2019! ❚
46 Premier Flooring Retailer | Q4 2018
All year long, our industry’s greatest installers have taken on the toughest subfloor jobs, from cracked and brittle, to downright dirty and mean. They never gave up the fight, no matter the odds. With Schönox in their corners, they had the products, service, and technical support to get the job done. Some of their Schönox Annual Man vs. Floor Worst Subfloor Contest entries were knockouts, but there can only be one champion. Visit Schönox, HPS North America at the International Surface Event, booth 4719, January 24 as we announce our winner! 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.
Premier Flooring Retailer | Q4 2018
The Next GIG
RollMaster Software Increases Dealer Profitability With Use of Integrated Business Applications
hen it comes to managing the flooring enterprise, we
The most recent and exciting addition is the data visual-
realize there is no “one size fits all” solution approach.
ization tools and enhanced job cost controls now available.
We understand that every flooring enterprises lives in an intri-
These tools center on illuminating those difficult operational
cate and complex microenvironment, dealing with significant
elements that can be hidden margin leaks, and integrating
unmet needs which must be addressed. This is why RollMaster
those processes so the retailer benefits instantly from adding
is under continuous development,” said Dev O’Reilly, founder
the functionality, which is driven by the data from the RollMas-
and CEO of RollMaster Software.
He continued, “Our mission is to address market changes
“We use our API to enhance credit card processing, fee and
and develop solutions that can make a significant margin
cost reconciliation, customer satisfaction transparency plus
improvement impact for flooring businesses, thereby allowing
lead generation and follow-up, and more is being added all
the flooring enterprise to make more money while also improv-
the time. These data pathways and processes are critical in
ing their bottom line.”
managing a flooring business. When implemented, RollMas-
With deep flooring industry expertise, RollMaster has the
ter delivers a system of integrated processes to manage prof-
ability and 28 years of experience to identify and deliver first-
itable growth of the flooring microenvironment. Our mission
in-class, industry specific flooring software and business man-
is focused on enhancing the performance of the total flooring
agement tools. Having automated every aspect of a flooring
enterprise,” said Dev.
business, their focus is moving toward developing a portfolio
RollMaster data visualization is a recent productivity tool that
of integrated utilities that add information pathways to flooring
saves time and informs proactive business decisions by analyz-
operations with the development and support of the RollMaster
ing and visually displaying report data as detailed in the images
API (Application Program Interface).
below and on page 48:
The most recent and exciting addition is the data visualization tools and enhanced job cost controls now available. 48 Premier Flooring Retailer | Q4 2018
RollMaster Solution! Business Management Software
One Software to Manage it All! From its original inception, RollMaster Flooring Business Management Software was built on a foundation of real-time, multi-location, full-integration technology. This benefits our clients by unleashing growth and creating significant new value within their business. RollMaster Software delivers specialized programs, reports, options, and features, available NOW, designed to help you capture and manage business in every flooring marketplace, including:
RMCloud Technology RMCloud offers all the benefits of RollMaster Software, without the complexities of owning, managing, supporting, and upgrading the network technology. RMCloud delivers business software and data to you anywhere, anytime, from any internet connected device.
VISIT US AT TISE BOOTH #: 1551 firstname.lastname@example.org | Ph: 866-822-4904 | www.rmaster.com Premier Flooring Retailer | Q4 2018 49
Think of the RollMaster API as a way of integrating
skills and understanding to insure its successful use. The
your operational data with the latest and greatest in-store
RollMaster API is fast becoming a fundamental best practice
merchandising programs. Consider how a machine-to-
for successful flooring business in today’s tech forward
machine interface rather than a user interface can enhance
economy,” concluded Dev.
your operations. The RollMaster API allows the functionality
Every RollMaster software implementation is more than a
of other software tools through well-defined data structures.
“software sale”, it’s the beginning of a long term relationship
Consider add on applications that use your operational data
centered on implementing process control and industry
to assist with bank financing programs, digital marketing,
specific software tools designed to enhance margin control.
RollMaster software is continuously developed and updated to
confirmations for estimating and measuring and integrated
serve the needs of the flooring industry. Their web hosting and
credit card processing.
delivery of software and updates ensures that all client software
The RollMaster API adds the ability for the latest and
is up to date. Their software provides flooring operations with
greatest internet app to use your data for meaningful and
tailored solutions designed to enable profitable growth for any
productive purposes, without adding tasks to your routines.
size flooring enterprise. RollMaster flooring business software
This is an ideal tool for increasing awareness of work done
manages industry specific needs, processes and functionality.
and services offered, in a very efficient manner. Interoperability
For more info, please email email@example.com or visit them at
is a key requirement to benefit from the social nature of the
web as a driver of growth and investment. “The technical solutions for implementing the RollMaster API are available and we have the right people with the
Contact: firstname.lastname@example.org www.Rmaster.com / 866-822-4904.
Think of the RollMaster API as a way of integrating your operational data with the latest and greatest in-store merchandising programs. 50 Premier Flooring Retailer | Q4 2018
Canadian Flooring Inspector Logs Accurate Ambient Data Using the Smart Logger™ Monitoring Device
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 including the original Rapid RH® concrete moisture test. Jason, has an MBA from West Texas A&M University in November 2018, and 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.
hen it comes to the equipment he uses in his flooring inspection business, John Kirec, owner of The Floor Inspector in Mississauga, Ontario, believes they should come with the latest technology available. But with one caveat: they must be easy to use. He cites the equipment he uses to conduct concrete moisture testing as an example. Moisture testing is one of the tasks he does regularly for customers wanting to determine whether or not job site conditions are right for a successful installation. Or, in some cases, he may be asked to test a slab to determine if excess moisture caused a flooring failure or some other serious issue after installation such as warping, buckling, peeling, debonding, or mold. When Kirec was evaluating which of several moisture measurement systems on the market was best for his business, he ended up choosing Wagner Meters’ Rapid RH® 5.0 system with reusable sensors. “Initially, I purchased another manufacturer’s moisture measurement product, but I quickly discovered it was just too difficult and time consuming to use. Technology is supposed to make our lives and our jobs easier, not more complex and time-consuming. “And that’s what hooked me about Wagner’s in situ relative humidity system. It’s so simple and easy to use compared to other products,” he explains. Kirec also believes in situ relative humidity (RH) testing is a better predictor of whether or not a floor covering or coating on a concrete slab will succeed or fail. In years past, the flooring industry favored the calcium chloride (CaCl) test. But the problem with the CaCl test is that it only measures moisture at the surface of the concrete—about the top ¾" of the slab. That makes it sensitive to ambient humidity and temperature. Research also shows that CaCl testing is vulnerable to false readings on very high or very low moisture slabs, so it renders both false positive and false negative results. RH testing, on the other hand, does not have the same limitations. Properly installed, the RH sensors are isolated within the slab at a depth proven to indicate the final moisture conditions of the slab once the surface is sealed—40% of the slab depth (for a slab drying from one side). Kirec likes the fact that in situ RH testing is science-tested and proven in field trials to support the claim that it provides the most accurate picture of the moisture levels of a concrete slab. “Plus, the design of their Smart Sensor eliminates the major disadvantages of conventional reusable RH sensors, such as initial cost and tedious, time-consuming calibration
“And that’s what hooked me about Wagner’s in situ relative humidity system. It’s so simple and easy to use compared to other products,” he explains. Premier Flooring Retailer | Q4 2018
Drilling into the concrete to place the sensor.
The sensor in place.
checks. And you don’t have to “leapfrog” a small number of sensors across a large test site. “In short, it saves me time and money,” he declares.
If Kirec has to be away, the general contractor or installer can read the results whenever they want. That’s because the device provides historical and accurate environmental conditions non-stop from the time it was installed. Kirec is quick to note that he sees the Smart Logger™ as an insurance policy for himself and anyone else who works in the flooring industry. To ensure exacting conditions are met, the device provides time-stamped documentation that will show if job site conditions are being met or have deviated from desired parameters at any time during the monitoring process. “Being able to show that environmental conditions have been maintained is the biggest thing for me. So, for example, if you have a manufacturer who claims the product is failing because of poor environmental conditions, it’s very easy to show them that the environment was being properly maintained,” he adds. Kirec also notes that when he’s done at one site, he can simply move and reinstall his data logger to another site for reuse there.
Data Logger Tracks Ambient Conditions And yet another advanced technological device Kirec finds easy to use is Wagner’s Smart Logger™. The two-inch square monitoring device captures and stores ambient temperature and RH data discretely and constantly, even when he’s away from the job site. “It’s compact, simple to use, and highly innovative. I don’t need any other parts to use it other than a cell phone, and everybody has a cell phone,” he says. Kirec explains that the device sends data to the Smart Logger™ app that Wagner Meters offers for both Apple and Android smart devices. The app – which can be downloaded for free from the Apple App Store or Google Play – connects to the data logger device through a Bluetooth® 4.0 connection. Anytime Kirec needs to email ambient condition reports to the general contractor or a client, he downloads the data to his mobile device using the app and, with a few simple keystrokes, sends them the reports. The device is capable of collecting and storing up to 12,000 readings of ambient temperature and RH conditions over a time period of up to 300 days, depending on the frequency of readings and strength of transmission sensor. He installs the data logger on any job site. “I like the fact it ‘doesn’t stick out like a sore thumb’ but blends in unobtrusively in the home,” he says. 52 Premier Flooring Retailer | Q4 2018
Premium Equipment Equals Premium Results With 30 years in the flooring industry, Kirec offers his customers a wealth of knowledge and experience. He began his career in 1988 when he opened The Flooring Company. “For many years my company was devoted primarily to installing floors, including hardwood, vinyl, laminate, ceramic and porcelain, as well as sanding and finishing wood flooring. Then I gradually started doing inspections. Continued on page 58
WAGNER METERS ORIONÂ® MOISTURE METER LINE
CONCRETE MOISTURE TEST NOW
Premier Flooring Retailer | Q4 2018
Left: REVOTEC Axis, Haute Right: TRIUMPH, Bella Sera, Palazzio
Live life to the fullest. We can handle it. engineeredfloors.com
54 Premier Flooring Retailer | Q4 2018
REVOTEC™ and TRIUMPH™ from Engineered Floors Hard Surfaces™ represent the latest innovations in flooring technology. Thanks to REVOTEC’s click and lock installation method and the incorporation of a grout line into the design, you get the beautiful look of tile or stone, without the hassle of the installation. TRIUMPH’s waterproof, pet-friendly and stain resistant planks are engineered with a durable top layer that helps protect floors from scratches and everyday wear. Together, they give you the style you want and the resilience you need.
Premier Flooring Retailer | Q4 2018
9/10/18 10:19 AM
The Next GIG Steven Wang, CEO and founder of Measure Square
How Not Using Flooring Apps Can Cost $2 Million
ack in 2015, there was an interesting lawsuit against a national flooring operator that resulted in a $2 million settlement and new disclosure guidelines for flooring measurement. The case centered on how consumers were not aware that flooring products ordered were based on square footage that exceeded the floor area. Basically, it was a clearcut case of misleading advertising and overcharging customers. As for the new disclosure guidelines, they mandated that flooring companies show how the “per square foot” installation charges are calculated, including but not limited to, identifying the actual square footage of the project, the actual square footage of the materials required, and the square footage upon which the installation charges are based. This requirement is not just for one company. It is essentially something that all flooring retailers must ultimately deal with. So for those that use manual processes, there could be major litigation risks. But there is good news: Internet and mobile technologies make it possible to meet the compliance guidelines. By using a laser meter, a rep can quickly and accurately measure a location. A sample report is shown here, generated by the MeasureSquare mobile app, which shows a clear breakdown of individual product usages as well as the actual area. Although, there are other benefits— which go beyond dealing with the guidelines. Mobile onsite measuring builds trust with customers, makes it possible to create what-if scenarios and allows for easily generating professional reports. As a result, there is often a higher rate of closed sales – which means that the software can more than pay for itself. ❚
But there is good news: Internet and mobile technologies make it possible to meet the compliance guidelines. 56 Premier Flooring Retailer | Q4 2018
Premier Flooring Retailer | Q4 2018
SHOWIN’ OUR STUFF
Life Of The Party Floors
During the holidays, homes are a lot like people. Both need style and stamina to survive. Mannington helps the homes of your audience impress without duress with floors like these…
Norwegian Oak—Made in the USA
The Nordic influence on interiors continues with its abundance of light and simplicity. Norwegian Oak encapsulates this trend with a unique light color palette combined with subtly wire brushed graining and a stylish matte finish. It is a wide width look that is right on trend and will enhance any home decor.
is high-style that’s beautifully worry-free. On-trend styles, contemporary colors, trendy long and wide planks, variable width planks, embossed-in-register detail and painted bevels ensure these floors look nothing short of amazing. ● ADURA®MaxAPEX creates statement-making floors for any room, especially those that set the style tone for your home (foyers, living areas, dining spaces) ●H igh-style looks, contemporary colors and trendy long and wide planks will transform floors into fashion focal points ●F eatures a thicker, more rigid waterproof core called HydroLoc™ ● Available in planks (with lengths up to 72") Soon, guests will be arriving and ready to party… Are your floors ready?
Above: People—and pets—can party hearty on a Norwegian Oak hardwood floor, shown here in color Glacier. A modern Nordic look that creates a calm, restful feel, this floor is crafted with crafted with Mannington’s ScratchResist® surface protection that creates a surface so tough it wears away the ridge on a quarter. At right: Kitchens see lots of action this time of year. Whether you’re cooking by committee or with the help of a little chef wannabe, ADURA®Max APEX shown here in color Frost, has got you covered. A rich, refined European Oak design with authentic texture and color from plank to plank, this floor features ScratchResist® surface protection too, and is also waterproof!
58 Premier Flooring Retailer | Q4 2018
Floors Made For Bringing The Outdoors In Decorating with plants is more popular than ever, especially this time of year. Studies show that houseplants are good for health. They remove air toxins by releasing oxygen and absorbing carbon dioxide within the home. Seeing greenery and nurturing its growth reduces stress and create feelings of calm which leads to more productivity and happiness. But as any nature lover knows, caring for plants indoors can take a toll on floors. The solution? Floors that’ll weather what happens when Mother Nature retreats inside the warm, cozy homes of your audience during cold winter months.
In this sunroom, Chart House (part of Mannington’s new ADURA®Max APEX collection) plots a stylish—and sensible—course with its spin on one of the hottest trends in home design—shiplap. This luxury vinyl plank floor is also a good pick for spaces like this sunroom because it’s fade resistant, stain resistant, water proof, easy-care and made with Mannington’s exclusive ScratchResist® protection that creates a surface so tough it wears away the ridge on a quarter. Floors made for bringing the outdoors in make it easy for your audience to welcome Mother Nature and invite her to stay for a good, long time. ❚
Mannington's Horizon LVS floor (in color-Dusk).
Mannington's ADURA®Max APEX Chart House floor (in color-High Tide).
To see Mannington’s full line-up of stylish party-ready floors, and the full line-up of houseplant-friendly floors, please visit Mannington.com Premier Flooring Retailer | Q4 2018
Reading the meter.
You need it dry before the deadline. Schönox EPA and EPA Rapid are ön It.
Continued from page 50
And for approximately the last eight to 10 years, I was doing more inspections than anything else,” he says. What prompted his transition from installation to inspection was the growing demand from homeowners, architects and designers, builders, general contractors, manufacturers, insurance companies and lawyers seeking professional help with their flooring claims. They came to him for flooring consultations, site evaluations, material assessments, post-installation investigations, and expert witness testimony. “I saw this demand as an opportunity to take my business in a different direction. As a result, I changed the name of my business to The Floor Inspector and began rebranding it,” he adds. Kirec understands that building a brand in the flooring industry is best achieved by developing a reputation in the community for having expert knowledge and providing superior service. He also serves as a volunteer member on the National Wood Flooring Association (NWFA) certified professionals review committee. “I want to be regarded as a leader in my industry and to accomplish that requires that I invest in myself to be at the top of my game. So I continue to attend training courses, conferences, and industry events to strengthen my knowledge base. I also serve as a volunteer member on the NWFA certified professionals review committee. “It also requires I have the right tools and equipment that utilizes the latest technology. And just as important, besides having the best tools and equipment for the job, you must know how to use them. With this combination of right equipment and knowledge, you’re more likely to get excellent and accurate results. “In other words, when you pair premium equipment with experience and a solid knowledge base, you get premium results. And that’s what I get using the Rapid RH® and Smart Logger™,” he declares. For more information about Kirec’s services, go to www.TheFloorInspector.ca or email him at email@example.com. ❚ 60 Premier Flooring Retailer | Q4 2018
TW0-COMPONENT, FAST DRYING, EPOXY BASED MOISTURE MITIGATION SYSTEM AND MIGRATION BARRIER Don’t let residual moisture come back to wreck your perfect floor. Schönox EPA and EPA Rapid penetrate and seal porous, concrete slabs from 100% RH or 25 lbs./1000 sq.ft./24 hrs in interior and exterior areas before applying Schönox underlayments. Just apply one coat and you’re ready to rock in as little as two hours. When you need to mitigate moisture fast, we’re ÖN IT.
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.
Visit Us at Booth #2057
Premier Flooring Retailer | Q4 2018
SHOWIN’ OUR STUFF Article courtesy of Schönox, HPS North America Inc.
The Next Generation of Synthetics from Schönox
his year, Schönox introduced the addition of two revolutionary compounds—AP Rapid and AP Rapid Plus. The new products feature an innovative Hybrid Active-Dry Technology that
offers benefits of both cement-based and synthetic gypsum-based materials. The Hybrid Active-Dry Technology provides rapid drying and curing, very low shrinkage, and earlier installation of floor coverings for faster, safer, and more efficient installation. Schönox‘s research and development team has studied this technology for years, perfecting the dust-reduced, pumpable, self-leveling compounds for a versatile, worry-free application. This hybrid technology is constructed by blending specific additives into Schönox cement and Schönox Synthetic Gypsum to unite the two counterparts. This precise binding formula contributes to the products’ unique hybrid features. The result is same-day floor covering and walkability for high layer thickness installations without the need of aggregation. Schönox AP Rapid and AP Rapid Plus are suitable for jobs of all varieties. The hybrid compounds are designed to withstand varying climate and humidity settings during interior installation. AP Rapid and AP Rapid Plus can be installed over very diverse substrate conditions, which allows most subfloors to be renovated rather than demolished. Overall, this results in a more economical and environmentally responsible project solution. The compounds’ water ratios have been designed with the installer in mind, presenting a very low risk of over-watering. Other benefits of the new hybrid technology include high psi (58006300), low pH (<11.5), very low emissions (EC-1 PLUS R), UL classification, LEED contribution, a 12-month storage period, and an extended pot life. AP Rapid can be installed above 1/16" thickness up to 1/2" and is ready for covering in as little as 6 hours, while AP Rapid Plus can be installed above 1/8" thickness up to 3" and is ready for covering in 24 hours. HPS North America, Inc. is the exclusive provider of a full line of Schönox products for the North American marketplace, charged with introducing the products, managing distribution, and providing wide-ranging technical support in the field. For more information, please visit our TISE Booth #4719. Get more information by visiting www.hpsubfloors.com or by contacting Schönox, HPS North America Inc. at 855-391-2649 or firstname.lastname@example.org. We welcome the opportunity to talk with you. ❚
AP Rapid and AP Rapid Plus can be installed over very diverse substrate conditions, which allows most subfloors to be renovated rather than demolished. Overall, this results in a more economical and environmentally responsible project solution 62 Premier Flooring Retailer | Q4 2018
the next generation of synthetics from schönox is here.
NEW SCHÖNOX AP RAPID AND AP RAPID PLUS SYNTHETICS WITH HYBRID ACTIVE DRY TECHNOLOGY Introducing Schönox AP Rapid and AP Rapid Plus synthetic gypsum hybrid self-leveling compounds. Offering the benefits of both worlds by combining the versatility, strength and durability of synthetic gypsum with the speed of fast-curing cement. Dust reduced properties and low VOCs only add to the many advantages of AP Rapid and AP Rapid Plus.
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.
Premier Flooring Retailer | Q4 2018
Continued from page 38
to be vigilant. b) You can copy your files to a thumb drive and take them with you each night off-site. Finally, regardless of how you are doing backups, here are a few final tips, to make sure you can weather any storm (literal or figurative) that hits your system.
Created by flooring professionals for flooring professionals FloorForce was created on the idea of connecting the pillars of the flooring industry to help brands and retailers
1. It’s important to realize that even if you do have good backups, in the event of a storm or outage, you will still not have access to all of your technology. In addition, it typically takes a little bit of time for your IT people to get your backup restored. So it is wise to set a few emergency preparedness processes in place, in order to ensure you can continue to do business (even on a minimal level) while that is happening. Depending on the situation, it is even possible you won’t have access to your technology for multiple days. So think about ways you can still conduct business, even in an emergency situation. That means finding ways to do things like creating a customer sales order, knowing your installation schedule, being able to send out work, and being able to take money. You should have a plan on how to do all of these tasks, even when your technology is down. 2. Finally, you should audit your backups at least once a year to make sure they are still working. Even if you have an outside company hosting your data, you should request a backup from them at least yearly, in order to confirm everything is working correctly.
transform the way consumers discover, shop and buy floorcovering. We are continually evolving and investing to empower our clients to thrive in the rapidly changing floorcovering marketplace.
Just the facts…. The FloorForce difference Presence The average flooring shopper visits up to 12 websites and spends over 90% of their buyer’s journey online.... Our solutions make sure you’re everywhere they are. Content Winning over new shoppers depends on your ability to gain their attention, keep their interest, answer their questions and earn their trust online. Traffic The only way to grow is to talk with more people. Google, Facebook and SEO make it easier to reach your target customers than it’s ever been since the beginning of time. Conversion To grow your business successfully, you
We hope that none of you will ever have to turn to your backups in a crisis. But the reality is, almost all of us will, at some time or another. Make sure it is there. And then enjoy a good night’s rest, regardless of the weather forecast. ❚
We hope that none of you will ever have to turn to your backups in a crisis. But the reality is, almost all of us will, at some time or another. 64 Premier Flooring Retailer | Q4 2018
not only need more leads, you need the right tools.
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Arthur Mintie, LATICRETE Senior Technical Services Director
SHOWIN’ OUR STUFF
Building a Barrier-Free Shower
he addition of an increasingly popular barrier-free shower
can benefit every person in a household thanks to end-
Unlike traditional shower systems which place waterproof-
less design possibilities that are limited only by the consumer’s
ing membranes at the bottom of the mortar bed, barrier-free
imagination, budget and available space.
showers place the waterproofing membrane underneath the
Before installing a barrier-free shower, it’s important to under-
tile or stone finish. This installation method provides a com-
stand the basics of sloping, different methods of waterproofing,
plete waterproofing connection between the membrane and
as well as the design elements that have put this installation on
the drain, eliminating the need for a full bulky 1¼” to 2” (31mm
to 50mm) thick mortar bed. Because barrier-free bathrooms do not confine moisture to
Building a Base
the shower alone, it can be difficult to separate the “wet area”
The slope of the floor is the most important aspect of a barri-
from the “dry area”. As such, the bathroom must be sufficiently
er-free shower to control proper water flow. Without the correct
protected against water and moisture as a whole. Installers
slope, water can infiltrate the rest of the bathroom and cause
can choose to use either a liquid waterproofing membrane or
damage to surrounding areas. A key thing to remember is that
a sheet membrane, which both result in the same protection
recessing the floor of a shower must be done in a way that
while utilizing different methods.
preserves the structural integrity and safety of the bathroom
For installers who prefer to use a liquid waterproofing mem-
as well as the home or commercial space. This may require
brane, it is vital to apply the required number of coats and mils—
the services of a qualified design pro-
which measures thickness—to prevent
fessional, such as an architect or engi-
failure. This number varies depending
on product and manufacturer. To help
When the shower is still in the
measure how many mils thick a liquid
design phase, this is also a good time
membrane is for a guaranteed suc-
to consider what type of slope to use.
cessful installation, there are many wet
For a bonding flange drain located
film gauges available on the market.
in the center of the shower, multiple
Another consideration if choosing to
slopes are required to ensure correct
use a liquid waterproofing membrane
water flow and drainage. A linear drain
is the cure time. Cure times can vary by
is more highly recommended because
manufacturer type and are influenced
it requires only a single slope, mak-
by project site conditions.
ing it easier to install with a linear pre-
Alternatively, for a shorter wait time
sloped shower pan. This design is also
without having to worry about mil
more aesthetically pleasing, thanks to
thickness, a sheet membrane is typ-
its ability to act as a base for large for-
ically preferred. Most manufacturers
mat tiles and other grand designs that
require sheets to overlap one another
would otherwise be limited to small
by 2” (50 mm) to ensure proper cov-
tiles because of the curvature.
erage. Additionally, some sheets will come with banding materials that are Premier Flooring Retailer | Q4 2018
Before installing a barrier-free shower, it’s important to understand the basics of sloping, different methods of waterproofing, as well as the design elements that have put this installation on the map. made to overlap and seal the seams, even in preformed cor-
The open nature of this design also maximizes accessibility
ner shapes. The main challenge for installers when using a
to all users regardless of age, size or physical ability. Because
sheet membrane is to avoid wrinkling the sheets. If present,
of this, barrier-free showers are one of the requirements for a
the wrinkles can cause issues with the tile installation due to
bathroom to be compliant with the Americans with Disabili-
the added thickness.
ties Act (ADA). For small spaces, the minimum size guidelines
If openness and sight lines are not a concern, a heavy
issued are a modest 36” × 36” (914 mm × 914 mm) and the
shower curtain or a frameless glass shower door can also be
seamless flow of the floors maximize square footage and can
installed to capture moisture.
make bathrooms appear much larger.
Accessibility and Design
The endless amounts of design possibilities are one of the
The number of Americans ages 65 and older is projected to
main reasons barrier-free showers are becoming so popular.
more than double from 46 million in 2016 to over 98 million
When barriers are removed in the shower, a seamless look is
by 2060, according to the Population Reference Bureau. In
achieved throughout the entire bathroom.
regards to accessibility, this is a significant reason why barri-
Although barrier-free showers are often thought of as being
er-free showers are expected to continue to increase.
a modern design because of their zero point entry profiles,
With consumer preferences continuing to lean towards
there are shapes, sizes and colors in the barrier-free category
a sleek, no-nonsense aesthetic throughout commercial and
that blend with a variety of style aesthetics, whether that be
residential spaces, the pristine tile lines and zero point entry
contemporary, traditional or somewhere in between.
profiles of a barrier-free shower make these installations desir-
With the ability to extend nearly any type of tile from the
able and a standout feature. In the current real estate market,
floor directly to the shower, homeowners and commercial
these designs can also help increase the overall value of a
property owners are able to create a spa-like retreat with
home or business.❚
less visual clutter to keep the bathroom light and airy. Built-in seats, benches, niches and shelves are also options for creating additional customization and comfort.
66 Premier Flooring Retailer | Q4 2018
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www.laticrete.com | 1.800.243.4788 A-8635-1218 ÂŠ2018 LATICRETE International, Inc. All trademarks shown are the intellectual properties of their respective owners.
Filling the Need For Retailer Education Premier Flooring Retailer is the face of the specialty flooring retailer. It is the only publication...
Published on Feb 14, 2019
Filling the Need For Retailer Education Premier Flooring Retailer is the face of the specialty flooring retailer. It is the only publication...