Q1 2 0 1 8
2018 New Products for Profitability
What’s My Name? Better Be Legally Accurate on Your Pay Stubs
Coles Fine Flooring Receives WFCA’s Gold Standard Award for Excellence
New Flooring Certification for REALTORS
The power of influence Scott Humphrey, CEO, WFCA
What lurks below the surface? Metroflor expands polymer core category
Online marketing is where it’s at. Everybody makes mistakes Paul Freidrichsen
“Be sincere. Be brief. Be seated” Tom Jennings, VP of Professional Development
Retailers, help yourselves! Phil Zolan, Executive Director fcB2B for the WFCA
Cover: LVT from The Gemstone Collection by Perfection Floor Tile.
The benefits of joining a buying group Interview with Ron Dunn, founder and Co-CEO of CarpetsPlus COLORTILE®
22 What’s my name? It better be legally accurate on your pay stubs Jeffery W. King, Outside General Counsel for the WFCA
When moisture is a problem and time is a factor—Schönox is the answer.
How to offer your customers a high-quality tile installation Scott Carothers, Director of Certification and Training, CTEF
New Era Homes: building it right from the ground to the top Jason Spangler, Wagner Meters
38 What does fully integrated software truly mean and why you should care? 44
What’s in your Core? COREtec® Pro Plus series, including COREtec Pro Plus and COREtec Pro Plus Enhanced
The floorcovering customer expects more Jacob Wheat, Measure Trainer, RFMS, Inc.
48 No more excuses — why new cloud technologies make software doable for even the smallest dealer Chad Ogden, CEO/President, QFloors
SEM Group — manufacturing, innovation, quality, and value
52 Coles Fine Flooring receives prestigious WFCA Gold Standard Award for Excellence 60 Fabulous Floors Magazine offers flooring certification — Fabulous Floors Certified™ for REALTORS® in New York State Lisbeth Calandrino
Come home to Perfection Say “Hello” to Perfection Floor Tile’s Luxury Vinyl Tile Collections
64 Turn up the HEAT with the highest-performing radiant floor heating system available!
Premier Flooring Retailer | Q1 2018
TAKING THE LEAD
The power of influence
I Scott Humphrey CEO, WFCA
Of all of the traits that leaders possess, the least understood and cultivated is the power of their influence.
nfluence is a funny thing. Often those who are most influential fail to see the impact of their words and actions. They are categorized by other titles like: Teacher, pastor, coach, friend, parent, spouse, etc... The reality is that everything we do and say matters. It is called the butterfly effect, a theory presented by Dr. Edward Lorenz back in the 1960’s. In scientific terms it is, “the sensitive dependence on initial conditions, in which a small change in one state of a deterministic nonlinear system, can result in large differences in a later state.” In short, everything you do matters! Of all of the traits that leaders possess, the least understood and cultivated is the power of their influence. It is imperative to be aware of how your voice resonates, your actions motivate, and your dreams instigate change that challenges others to break from the status quo, and stretch their boundaries. You may not want this responsibility, but it comes with the position. Embracing this produces long term positive benefits for both you and those who you influence. When looking at the influencers in my life, I am very grateful for my current position, but I am reminded daily that I wasn’t supposed to be here. My screen saver picture is of a 10' wide trailer. This is my childhood home; it reminders me daily of how far I have come. The position I am in, and the confidence and trust placed in me, should not have happened. In fact, it would not have happened without the influence of key individuals who saw in me what I could not see in myself. Influence is defined as: The capacity to have an effect on the character, development, or behavior of someone or something. As a leader, you need to cultivate this ability, share your insights, and invest in the development of others. I moved in my freshman year of high school to a new city and state. It was a small community where everyone’s circle of influence was already established, and I was not in it. Things started to settle in during my sophomore year. I had figured out how to blend into the shadows and survive. My grades were good, and I had developed a couple of good friends, but my goal was to remain invisible. Mrs. Douglas, my English Lit teacher would have none of that. I don’t know what she saw in me, but I know she dared to stretch me. She would often call on me for the interpretation of a poem, or to have me stand before the class and read a section of a story. I thought I was being punished, and that she didn’t like me. Some of my friends even began to notice the “attention” I was getting. I finally spoke to my parents about the situation. They encouraged me to go to her and ask if I had done something wrong. Finally, one day after everyone had left the room, I mustered up the courage to ask her. I approached her desk, and in a weak voice, I whispered, “Mrs. Douglas, have I done something wrong?” Her stern look, wire rimmed reading glasses, and raspy voice were intimidating. Without looking up she replied, “Why do you ask Mr.
2 Premier Flooring Retailer | Q1 2018
Influencers naturally inspire greater performance from their team. Humphrey?” (She would often call us by our last names, which did nothing but add to the intimidation). I explained that though I wasn’t talking, or being disruptive in class, she seemed to pick on me more than the others. What happened next was a moment of influence, that in many ways changed my life. Mrs. Douglas slowly looked up and surveyed the rest of the classroom to see if any other students remained. After assuring we were alone, she turned to me, leaned forward slightly to see over her glasses, and with a slight smile said, “That is because there is so much more in you than you are giving. You have a gift” I am not sure what she said next. It doesn’t matter. Those few words became the catalyst for me believing in myself. Though Mrs. Douglas was one of the hardest teachers I ever had, I would study harder, read more, and even dare to embarrass myself in front of my peers, by volunteering to stand and read for her. She looked into the soul of a shy unsure young man, and saw something that I couldn’t, and challenged me to do something with it. That is leadership, and that is what influencers do. Professionally, there are many benefits of cultivating your influence. Here are three: A motivated workplace —If you are using your influence to positively impact your employees, they will GET to come to work verses HAVING to. A stable workplace — It is easy in today’s work environment to leave a job. University graduates are told to expect 5–7 job changes in their career. It is much more difficult to leave someone who has invested in your success through deliberate influence. An empowered workplace — Influencers naturally inspire greater performance from their team. Knowing they are being watched helps both the influencer and those watching. The accountability and positive reinforcement inspired by this type of leadership, results in a workplace where the leader can safely delegate key responsibilities. This type of empowered workplace is a magnet for customers. As I close this article, I would be remiss if I did not remind you that as a leader, you ARE currently influencing your team. The question is, “Are you influencing them to perform a task, earn a check, or aspire to greatness?” The choice, as always, is up to you. Someone dared to believe in and influence you. I challenge you to pay it forward. Sadly, Mrs. Douglas passed away before I was able to thank her for the impact she had on my life. Mrs. Douglas, this article is for you! ❚
Influence is defined as: The capacity to have an effect on the character, development, or behavior of someone or something.
Premier Flooring Retailer | Q1 2018
SHOWIN’ OUR STUFF
What lurks below the surface? Metroflor expands polymer core category
etroflor has enhanced its Engage Genesis® with ISOCORE technology® offering in the expanded polymer core category. Supported by independent third party testing, a new marketing campaign will solidify Metroflor’s new positioning as The Performance Specialists by visually demonstrating the products’ superior and tangible performance to retailers and consumers. Engage Genesis® with ISOCORE Technology® is infused with Ultra-Fresh protection in Metroﬂor’s advanced FX3 Surface Protectant and in its pre-attached underlayment. When moisture becomes trapped under the surface of other ﬂooring materials, it can create the ideal environment for mold and mildew growth. But with Ultra-Fresh on duty, homeowners can rest assured knowing that their Engage Genesis ﬂoor is protected. The proprietary FX3 formulation resists over 20 common household stains for easy clean-up — even pet accidents. Ultra-Fresh treatment provides anti-microbial protection both on the surface and beneath the floor’s underlayment to inhibit the growth of mold, mildew and the resulting stains and odors. Independently tested mediation of reflected sound makes Engage Genesis ideal for multi-family and hospitality applications in addition to residential. A vinyl layer between the design layer and the core provides greater resilience along with comfort underfoot. Deeper, more authentic textures and embossing can be achieved. ❚
4 Premier Flooring Retailer | Q1 2018
MOLDING PROFILES Molding Profile
Flush Mount Stair Nose Overlap Stair Nose* Quarter Round
*Installs with included trim track. All measurements are approximate.
Install with adhesive
Trim options for Engage Genesis® offer 7/11/16 a stylish way to finish a new floor installation.
• 100% waterproof — can be used in bathrooms, laundry rooms, and other wet areas of home • Uses same Engage Genesis™ design film as floor for best possible match • Made with a matching grey core to perform exclusively with Engage Genesis™ with ISOCORE Technology floors • Durable vinyl wear layer protects from stains and scuffs • Easily installs with plastic trim track or adhesive depending on profile* * Quarter Round installs with finishing nails
Premier Flooring Retailer | Q1 2018
ESR Commercial Your Cost-Free Real Estate Resource
By Garrett Aries
DO YOU KNOW WHAT YOUR LEASE SAYS?
any of you reading this might not know whether or not you have a personal guaranty on your lease. Others might not see why having a personal guaranty is a big deal. After all, aren’t you responsible for the lease no matter what? Why is it beneficial to not have a personal guaranty? The vast majority of landlords ask for a personal guaranty of some kind when signing a new lease. A personal guaranty says that “you,” and not just your company, partnership, or LLC, are liable for the rent and triple net charges of your space. In a perfect world and perfect scenario, this will never affect a tenant. A tenant pays their rent and the landlord never has to go after anyone for unpaid monies. But what happens if something goes south and you are unable to pay rent? Can the landlord then come after you, personally? Can they go after your personal bank accounts, house, or other personal property? The answer is YES, they can.
A personal guaranty says that “you,” and not just your company, partnership, or LLC, are liable for the rent and triple net charges of your space.
ABOUT US ESR Commercial is the country’s largest trade association brokers. With over 30 years of real estate experience, we are your one stop, cost-free real estate resource. Contact Us: Garrett Aries (818) 519-5040 Garrett.email@example.com.
6 Premier Flooring Retailer | Q1 2018
The solution to this is to either try to completely eliminate, or more likely limit, the personal guaranty.
The solution to this is to either try to completely eliminate, or more likely limit, the personal guaranty. This is something that we try to negotiate in all of our deals. If you have owned your store for many years, have good credit, and no history of being delinquent, why does an owner continue to need to have a personal guaranty of the lease? It’s not something that every owner will go for, but it can be a very important item that you might not think of at the time you’re signing the lease. You want to limit your personal exposure as much as possible, which could make a big difference at some point in the future. ❚
If you have owned your store for many years, have good credit, and no history of being delinquent, why does an owner continue to need to have a personal guaranty of the lease?
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: firstname.lastname@example.org Premier Flooring Retailer is a joint initiative of the World Floor Covering Association and Fabulous Floors Magazine, LLC. Copyright© FABULOUS FLOORS MAGAZINE and WFCA 2018. All rights reserved. No portion of this publication may be reproduced in any way without written consent from Fabulous Floors Magazine, LLC or The WFCA. Change of Address: in order to ensure the uninterrupted delivery of Premier Flooring Retailer, notice of change should be made at least 5 weeks in advance. Premier Flooring Retailer is published quarterly in print by Fabulous Floors Magazine, LLC located at 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 | Q1 2018
IT’S YOUR UP
Online marketing is where it’s at. Everybody makes mistakes In today’s marketing environment, there are two inescapable realities: Online marketing is where it’s at. Everybody makes mistakes. Paul Friedrichsen Paul Friederichsen is a partner in The Blake Project, a leading brand
say that because we believe, for some reason, that the amazing online technology at our disposal to market our products, our stores, and ourselves would somehow make us immune from
making mistakes. It doesn’t. And so when our Facebook campaign doesn’t produce the results
consultancy and a
we expect, or Unique Visits to our website simply plateau, we become frustrated. We forget that
contributing writer to
the online technology we use is just a tool to reach our target customer … a bit more advanced
Branding Strategy Insider
than our grandfather’s use of newspaper or radio or dad’s love of TV ads, but a sophisticated
and the New York Daily News.
communication tool, nevertheless. In a conversation I had with the CEO of Mediafy, a rapidly growing and successful online marketing communications group based in Chattanooga, Katherine (Kat) Fry rattled off several common mistakes she has found her retailer clients have been prone to make in their use of online technology. Perhaps you’ll identify yourself somewhere on this list. If so, take comfort (at least) that you’re not alone. Some of these fall into the “common sense” category. Some are a bit technical. But all need serious reflection and attention if you intend to stay competitive, make lots of money and retire to some tropical island where you’ll sip Mai Tai’s.
We forget that the online technology we use is just a tool to reach our target customer … a bit more advanced than our grandfather’s use of newspaper or radio or dad’s love of TV ads, but a sophisticated communication tool, nevertheless.
8 Premier Flooring Retailer | Q1 2018
Like it or not, your store is a brand that stands for something. Don’t leave your customers guessing what that may be! Kat’s list of common online mistakes by retailers ● Not keeping up with current customers. News flash: Nobody likes being ignored, especially when they’ve bought a couple of room’s worth of flooring from you. ● Not understanding the needs and wants of your potential and current customers. How well do you know your customers? When’s the last time you really studied them? ● Not clearly defining the “why” of your business and not articulating your value proposition. Like it or not, your store is a brand that stands for something. Don’t leave your customers guessing what that may be! These first three “mistakes” are foundational to your brand. I would challenge you to assess where you are with regard to these, first. The next four mistakes on Kat’s list are critical executional shortcomings you should take note of: ● Not utilizing different advertising media, programing or content to target different demographics. Everyone has different media consumption diets, largely dependent on their life stage. Be sensitive to that. You wouldn’t Snap Chat to reach grandma or run ads in the sports section to reach young mothers. ● Not focusing on quality when it comes to content creation. Many online marketers confuse quantity (numbers and frequency of posts for example) with accomplishment. Nothing could be further from the truth. Don’t shower your customers with junk. They will tune you out. ● Not focusing on how well your website engages, navigates, and converts. Websites are a destination for your customer and potential customer to learn more about you—easily. All too often, websites are designed to overly impress and accomplish little else. ● Not analyzing data gathered from online marketing to learn. At no other time in history has there been more generated data at the fingertips of advertisers, and ironically not nearly enough time is set aside to look at it, much less understand it. It’ll be the most profitable time you’ll spend. And let me add one more “mistake” to Kat’s list: ● Not “keeping after it.” The worst thing you can do is to get discouraged and stop your online marketing. Work smarter, not harder. Get a good online professional partner to fill in the gaps if necessary. And don’t lose sight of your goals. Your day in the sun awaits! ❚
Premier Flooring Retailer | Q1 2018
Serenbe™ HDC Carrara Marble-Pure
NovaCore™ HPC Rustic-Jade
10 Premier Flooring Retailer | Q1 2018
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Lyndon™ HDC Serenbe™ HDC with
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I N N OVAT I V
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® Premier Flooring Retailer | Q1 2018
IT’S YOUR UP
“Be sincere. Be brief. Be seated.” Franklin Delano Roosevelt
W Tom Jennings VP of Professional Development Tom Jennings is a lifelong member of the flooring business. Since selling his family’s retail business in 2006, he has served the industry as an educator and speaker. He is a past board chairman of the WFCA and is currently
hile President Roosevelt uttered these famous words nearly nine decades ago, they have proven to be timeless. We have all been in situations where a speaker is droning on and on in search of a point to make. The likelihood of him making a favorable impression upon you seems to diminish with each additional word spoken. The same point could be made when summarizing the effectiveness of many salespeople. With acknowledgement to our former president, let’s take a lesson from his six famous words. Be sincere Just as animals can sense fear in humans, I believe that most customers can sense the essence of baloney emanating from the pores of too many salespeople. Somehow these clowns mistakenly believe that being slippery, or cute, is a shortcut to being successful. Misleading tactics may work selling snake oil at the carnival, but they are not remotely effective when selling large ticket items. Flooring is installed in our homes and offices where we must live with the consequences of our decision for years. Customers are looking for someone to purchase from even more so than they are looking for something to purchase. To be effective selling, you must first be liked. Only after a customer likes you, will they trust you. Once they trust you they will then believe you. When they believe you they will purchase from you. But they must first like you. Very few people like a phony.
the board chairman of WFCA Services, Inc. and WFCA vice president of professional development. He may be reached at email@example.com.
Be brief Most salespeople seem to think that if their lips aren’t moving that they aren’t selling. Wrong! You will sell more using your ears and your eyes than you ever will with your mouth. Learn to ask interesting questions that engage your customer. Then shut up and absorb what your customer is telling you; both verbally and non-verbally. There is a saying to the effect of “I have never learned anything while I was talking.” You will be most successful when you master the art of making each customer seem special. Learn what the customer’s concerns and wishes are — then address them. But you have to learn them first.
There is a saying to the effect of “I have never learned anything while I was talking.” 12 Premier Flooring Retailer | Q1 2018
To be effective selling, you must first be liked. Only after a customer likes you, will they trust you. Once they trust you they will then believe you. When they believe you they will purchase from you. But they must first like you. Very few people like a phony. Be seated Successful salespeople do their best work sitting down. They realize that to fully engage a customer, they cannot be following her around the showroom as she seemingly touches every sample in the store. They have learned to control the presentation. To do so, they get the customer seated at a design table and begin to build the relationship before they present the first product. How could they effectively do so otherwise? Doctors wouldn’t show you all of their pills and then ask you where it hurts, would they? Of course not. To make a recommendation without proper diagnosis in the medical field is called malpractice. Our presenting product before we gather enough information to make a proper recommendation is just as negligent. At first glance, this method may seem to require a little more time being spent with each customer. It will prove to be time well spent as both your close rate and your average ticket size will increase. Remember that the goal is to make customers for life, not to see how many people you can talk to today! I have heard that history’s most profound thoughts are largely stated in twenty five words or less. FDR only needed six. We should all take note. ❚
I have heard that history’s most profound thoughts are largely stated in twenty five words or less. FDR only needed six. We should all take note. Franklin Delano Roosevelt — “FDR” (1882–1945) — was an American statesman and political leader. He won election to the New York State Senate in 1910, served as Assistant Secretary of the Navy under President Woodrow Wilson during World War I, and was governor of New York 1929–1933. FDR was elected the 32nd President of the United States and was in office from 1933 until his death in 1945. He led the United States during World War II. Photo of FDR in 1933, courtesy Library of Congress. Premier Flooring Retailer | Q1 2018
Naturally healthy, beautiful, pet-friendly flooring! Marmoleum® is not your grandmother’s linoleum. Invented over 150 years ago, Marmoleum® is still made from the same natural, renewable ingredients and is still incredibly durable, however modern advancements have resulted in a vast range of beautiful colors and endless design possibilities. Creating beautiful, custom floors for your home is easy and fun with Marmoleum®. Available in more than 300 colors and patterns and a range of versatile formats, homeowners can mix and match colors and sizes to create custom designs unique to their home and personal style. Marmoleum® breaks out of the traditional neutral shades of vinyl, providing a stunning color palette that includes vibrant pops of color, rich earth tones, and organic striated designs. Whether your style is classic or contemporary, soft or bold, Marmoleum® can help you create the home of your dreams. This naturally healthy, water-resistant flooring is made primarily from renewable resources, including linseed oil, wood flour, and pine rosins. Marmoleum® is petfriendly and features naturally inherent anti-static properties to repel dust and dirt, including pet dander, making it easy to clean and reducing exposure to allergens. Marmoleum® also features antimicrobial properties that halt the breeding of harmful micro-organisms without chemical additives. Marmoleum® provides beauty, durability, warmth and comfort underfoot, and is ideal for kitchens, living rooms, hallways, bedrooms, and offices. Create a healthy, inviting interior environment for your home with Marmoleum®.
Forbo Flooring Systems | 1-800-842-7839 | www.forboflooringNA.com | email: firstname.lastname@example.org 14 Premier Flooring Retailer | Q1 2018
www.forboflooringNA.com | +800 842 7839
Premier Flooring Retailer | Q1 2018
Retailers, help yourselves!
W Phil Zolan Executive Director fcB2B World Floor Covering Association
hen it comes to making smart choices on running your business, sending purchase orders and receiving invoices electronically is one of the easiest things you can do to save you money, time, and hassle. This is the year 2018 after all — manually calling in orders, faxing orders, and licking envelopes are all artifacts of the old days. You’re better than that. First, let’s be clear about something. You keying orders into a supplier’s website is NOT B2B, it is Person2B. You’re doing all the work, and the supplier gets all the savings. Good for them, bad for you. B2B is your computer talking directly with their computer. No typos, no rekeying, no more “I thought you said color 856 not 846”. But what if your supplier isn’t currently set up to do business electronically B2B? Demand it from them! And keep demanding it every time you see someone from that supplier. Suppliers listen to their customers. More and more retailers are requiring their suppliers do business with them B2B, or else they’ll shift that business to someone who will. The WFCA, with some great help from flooring software companies QFloors, RollMaster, CDMS and RFMS, recently surveyed their current B2B users and asked them which suppliers needed to start doing business B2B in 2018. 440 people responded with requests, and many of those requested are already actively working on adoption. There were some bigger names being requested that are not. So retailers, you can help yourselves by making your voices heard, tell your suppliers they need to move into the 21st century and start doing business B2B! Are you a manufacturer, distributor, or retailer that’s interested in starting to make more of your business transactions electronic, but don’t know where to start? Drop me an email at email@example.com, and we’ll set a time to talk you through the steps.
The WFCA, with some great help from flooring software companies QFloors, RollMaster, CDMS and RFMS, recently surveyed their current B2B users and asked them which suppliers needed to start doing business B2B in 2018. 16 Premier Flooring Retailer | Q1 2018
ne of the greatest challenges most independent business owner face are rising operational costs. Unfor-
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tunately a majority of a business owner’s time is spent on administrative tasks that need to get done to keep your business running and you don’t have the time to focus on the whole reason you got into business; your passion for providing a product or service to your customers. That’s why savings4members is here to help you save time and money on products and services you use every day like; credit card processing, wireless services, fuel, office supplies, shipping, payroll, and more! Our job is to help you spend less time running your business and more time focused on your employees and customers growing your business. savings4members is a division of CCA Global Partners, the nation’s largest floor covering cooperative and the leading cost savings program. In 2017, savings4members saved independent businesses over $17,566,192 with their portfolio of over 20 national vendor partner programs. These programs are pre-negotiated to help independent businesses save thousands of dollars annually to compete against big box retailers.
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CALL 844.346.3746 OR EMAIL Premier Flooring Retailer | Q1 2018 17 INFO@SAVINGS4MEMBERS.COM
SHOWIN’ OUR STUFF
The benefits of joining a buying group Interview with Ron Dunn, founder and Co-CEO of CarpetsPlus COLORTILE® Q. Let’s jump right into this, why should an independent retailer consider joining a group?
A. Networking. Above everything else, joining a group involves appreciating the added value and benefits of proven ways and best practices and connecting with other retailers from around the country. Q. What do you say to a retailer who says they don’t need a group to be successful?
A. Of course sharp business leaders can be successful without the added benefits that a group will bring, but the question is, can someone lead their company to greater success and profitability quicker and with fewer mistakes by learning from others? Logic says yes. Am I better off waking up
in the morning with an entire team of specialists behind me developing marketing, merchandising, sales, business growth ideas and options, am I better off with the buying power of my one business or connected with hundreds of other stores, would a private label add value, and am I better off being able to pick up the phone and call other retailers from around the country to add their insights and experience to my decision making process… or am I best off going to battle alone? Q. What do you see as the primary resistance?
A. Independent retailers do not want to lose their independence. That also is logical. Entrepreneurs are visionary, innovative, risk takers, determined and proud. The last thing they will have is someone that comes into their business and starts telling them what to do. Entrepreneurs also crave learning, value networking and are passionate about improving. Our group protects all of this. The primary resistance I find involves misconceptions regarding the ability to maintain independence. Q. What would your existing members say regarding the benefits of joining a group?
A. I encourage you to call a few of them and have them weigh in. What you will hear is a buffet of benefits that are avail18 Premier Flooring Retailer | Q1 2018
Q. Is there anything relating to increased sales and profits that you can guarantee to a store that is thinking about joining?
able to choose from. I liken our group to a fine dining experience. There are all kinds of great items on the menu and you can’t possibly consume them all in one visit, so order what makes most sense for you today. Q. OK, so play the part of the waiter. What are your most popular offerings?
A. As an appetizer… Proven Ways. After traveling the country and visiting our stores we compiled two volumes of secrets to success in consistently growing sales, reducing costs, improving efficiencies and increasing profits. Pages and pages of rubber meet the road how-to insights written by our members for members. Soup and salad would be what we call Design Values. These are exclusively negotiated carpet and hard surface go-to specials highlighted in an easy access display offering a winwin for the consumer and retailer. The main entrée involves merchandising and showroom options involving a full menu of private labeled displays that provide a beautiful and congruent look. Side dishes
include aggressive consumer financing, web and social media support, on-going promotional events and product diversification options. The dessert tray encompasses our passion for effective networking through annual conventions, retail summits, the “Drive Across America” visiting stores and mining more proven ways and a weekly newsletter that goes to all members. Thecoffee that is added at the end are the added rebate dollars earned from dollar one on purchases from all of our suppliers.
A. I will tell you what the executive management team at one of our industry’s largest manufacturers said to me: “Ron, we really like your group because when someone joins, that person, through the years, becomes a stronger business owner and their company grows.” Our goal is to provide independent flooring retailers a wide menu of effective tools to help them grow a strong team and business. Part of that team involves the networking with other members. Q. How can a retailer find more information about or become a member of CarpetsPlus COLORTILE?
A. The best thing to do would be to contact our member services team at 800-261-6456 and we will provide more information. ❚
Premier Flooring Retailer | Q1 2018
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SIMPLY BETTER FLOORINGâ&#x201E;¢ Infinity Luxury Woven Vinyl expands the flooring industry by combining its unique and modern look with its incredible durability and ease of care.
Premier Flooring Retailer | Q1 2018 (706) 529 - 2241
What’s my name? It better be legally accurate on your pay stubs
P 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 serves as general counsel for WFCA and other trade associations, and is a LEED
ay stubs are one of those administrative items that are always done, but rarely thought about. With direct deposit, the stubs are often offered only in electronic form. But are there any requirements governing pay stubs and, if so, what do they require? Does a flooring dealer have any risk if it uses a payroll service? The simple answer is that the requirements vary by state, but dealers are ultimately responsible and usually remain solely liable for violations of payroll requirements, even if they rely upon a thirdparty payroll service. Accordingly, it is incumbent on each employer to determine what its obligations are regarding payroll and pay stubs. As Wal-Mart Stores Inc. learned, ignorance of what is required can lead to liability. A class action on behalf of 110,000 California employees against Wal-Mart, accusing it of improperly mislabeling certain employees’ pay stubs with only the words “Wal-Mart” or “Walmart” instead of with the company’s full legal name. California law requires ten specific pieces of information to be included on every payroll paystub or wage statement for each employee, including name and address of the legal entity that is the employer. See, California Labor Code §226. Wal-Mart Stores Inc. agreed to pay $1.6 million to settle the class action. While the amount sounds high, each violation carries a civil penalty of $50 for the first violation, and $100 per pay period for each subsequent violation, up to a total of $4,000 per employee. At $4,000 per 110,000 employee Wal-Mart faced possible damages up to $440 million per year. Wal-Mart is not an isolated incident. Amazon.com LLC paid $600,000 to settle a class action by warehouse employees over the alleged failure to provide accurate itemized wage statements. Accordingly, it is important that every flooring dealer understand their obligations and take steps to ensure their pay stubs meet these requirements.
Accredited Professional. For more information, contact him at (561) 278-0035 or email@example.com.
22 Premier Flooring Retailer | Q1 2018
… are there any requirements governing pay stubs and, if so, what do they require? Does a flooring dealer have any risk if it uses a payroll service? Does Every State Regulate Pay Stubs? California is not the only state that has pay stub requirements. Forty-one (41) states have laws requiring employers to provide access to employee pay stubs. Only nine states (Alabama, Arkansas, Florida, Georgia, Louisiana, Mississippi, Ohio, South Dakota, and Tennessee) have no requirements regarding pay stubs. The requirements vary by state as to what is required. For example, Arizona requires a pay stub only if the employee is paid by direct deposit, while Virginia requires a pay stub only if the employee request one. Moreover, twenty-six (26) states require employers to provide their employees with a pay stub, but vary as to what information must be included. For example, New Mexico requires the stub to list total benefits. In contrast, California court recently rules that the hours and hourly rate for “Vacation” did not have to be listed on pay statements. Generally, the following minimum information must be provided under most state laws:
The state laws also vary on whether the pay stub must be on paper or can be available electronically. Eleven (11) states (California, Colorado, Connecticut, Iowa, Maine, Massachusetts, New Mexico, North Carolina, Texas, Vermont, and Washington) require employers to provide a pay stub that is printed or written. Some of these states have reasonably interpreted that employers can comply by providing either a written, printed, or electronic pay stub, as long as the employee has access to view their pay stubs. Delaware, Minnesota, and Oregon provide employees the right to opt-out of receiving electronic pay stubs, and receive paper pay stubs from their employer instead. Hawaii employers must obtain employee consent before implementing an electronic paperless pay system. Employers must provide a written or printed pay stub with details of the employee’s pay information unless the employee agrees to receive their pay stub electronically. Given the different state law requirements, it is essential that all flooring dealers determine what their obligations are and that they comply with these requirements. As explained below, the dealers are ultimately responsible for compliance. >>
1. Total gross wages; 2. Net wages; 3. Pay period; 4. Total hours worked; 5. A list of each deduction; and 6. Date of the payment.
In addition, a number of state laws require pay stubs include: 1. Overtime hours and pay; 2. Name and social security number of employee; 3. Pay rate (hourly, piecework, etc.) 4. Accrued vacation/sick pay; and 5. Name and address of the employer.
Given the different state law requirements, it is essential that all flooring dealers determine what their obligations are and that they comply with these requirements. As explained below, the dealers are ultimately responsible for compliance. Premier Flooring Retailer | Q1 2018
What About Federal Law? Federal law does not require employers to provide employees with pay stubs. The Fair Labor Standards Act (FLSA), however, does require the employer to keep accurate records of hours worked and wages paid to employees. Employees must maintain the following basic records for three (3) years: 1. Employee’s:
While the FLSA does not require that these records be provided to employees, the failure to keep accurate records can lead to liability. The Labor Department is increasing enforcement and recently announced a plan to update recordkeeping regulations to better ensure compliance. Moreover, private lawsuits claiming violations and seeking damages are on the rise.
Am I Safe if I Use a Commercial Payroll Software to Create Pay Stub?
i. Full name and social security number; ii. Address, including zip code; iii. Birth date, if younger than 19; iv. Sex and occupation. 2. Time and day of week when employee’s workweek begins; 3. Hours worked each day; 4. Total hours worked each workweek; 5. Basis upon which employee’s wages are paid (e.g., “$ per hour”, “$ a week”, “piecework”); 6. Regular hourly pay rate; 7. Total daily or weekly straight-time earnings; 8. Total overtime earnings for the workweek; 9. All additions to, or deductions from, the employee’s wages; 10. Total wages paid each pay period; and 11. Date of payment and the pay period covered by the payment.
24 Premier Flooring Retailer | Q1 2018
Licensing a commercially available software to run payroll and prepare pay stubs will not necessarily eliminate an employer’s liability. Employers have statutory duties to ensure that they both pay their employees properly and keep records of those payments. The employer remains liable for any violations whether they use their own software, use licensed software, or use a third-party payroll service. The employer cannot force the government to sue the software provider or payroll service. The question is whether the software company must indemnify the employer if there are any violations. That will depend upon the contract between the employer and the software provider. For example, an employer in one case licensed commercial payroll software for $2,000 a year. Problems with the software led the IRS to issue a levy notice against the employer’s assets. The mistakes were eventually sorted out, but not before the employer spent $46,000 in accounting, legal, and other fees. The employer filed suit claiming breach of contract and breach of warranties. The license agreement, however, limited the software company’s liability to the amount a licensee paid for the software. The court ruled that the software company breached its contractual and warranties duties, but limited its liability to the $2,000 it was paid to license the software. Accordingly, it is key that flooring dealers have any software agreements reviewed to determine whether the software provider indemnifies the flooring dealer, includes any warranties, or limits its liability. Moreover, the flooring dealer should take steps to ensure that the software used complies with state and federal law requirements. The dealer is ultimately responsible to ensure compliance
Licensing a commercially available software to run payroll and prepare pay stubs will not necessarily eliminate an employerâ&#x20AC;&#x2122;s liability. Employers have statutory duties to ensure that they both pay their employees properly and keep records of those payments. and should not just assume the software licensed complies with state and federal requirements.
Am I Safe if I Use a Third-Party Payroll Service? Many employers turn over all payroll processing responsibilities to a service, including issuance pay stubs, to their payroll processing service. As with software providers, employers are ultimately responsible for complying with payroll laws and remain liable for any violations. Again, the issue is whether the payroll service has indemnified the flooring dealer or assumed any liability. Many payroll companies simply take the information that the employers provide and import it into their standard format. Many of these payroll processing services expressly disclaim any responsibility to maintain records, or to ensure that the wage statements comply with the law. To the contrary, some of these contracts actually require employers to indemnify the payroll services company against any claims that wage statements or wages were not in paid compliance with applicable law. It is important to know what you are receiving as part of your payroll service, and to take steps to ensure that your business is covered.
Remember, indemnification by a payroll service or software provider is important, but does not provide full protection. Indemnification does not shift liability to the payroll service or software provider; it just requires them to reimburse you if they made the mistake that lead to the violation. If your payroll service or software provider goes out of business, or lacks the funds, you will be left paying for any violations. Employers are ultimately responsible and usually remain solely liable for violations of payroll requirements. In fact, if an employer fails to pay proper wages or collect required taxes, the company and its owners, directors, officers, and managing agents may be personally liable for wage and hour violations. Accordingly, this is an area whether the flooring dealer should take precautions to ensure compliance. Having your payroll system reviewed by your legal counsel and accounting firm is usually money well spent. â?&#x161; Notice: 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.
So, What Should I Do? The flooring dealer should not assume it or its payroll company are in full compliance. It is recommended that every flooring dealer periodically conduct an audit of its payroll system. The audit should encompass the pay stub and the other payroll requirements. In addition, all service and software contracts should be reviewed to see what, if any, protection is provided by the service or software provider.
Many of these payroll processing services expressly disclaim any responsibility to maintain records, or to ensure that the wage statements comply with the law. Premier Flooring Retailer | Q1 2018
SHOWIN’ OUR STUFF
When moisture is a problem and time is a factor— Schönox is the answer
You need it dry before the deadline. Schönox EPA and EPA Rapid are ön It.
othing compares to the importance of a time-sensitive project with a moisture problem. You need a dependable, fast drying moisture mitigation sys-
tem and migration barrier to get the job done right. With Schönox EPA and EPA Rapid, residual moisture issues in your concrete subfloor, as high as 100% RH, are handled with just one coat. Schönox EPA and EPA Rapid feature no volatile organic compounds (VOC), low viscosity, and high penetration. Schönox EPA is a moisture mitigation system you can count on 100% of the time. EPA is a two-part, epoxy based moisture mitigation system suitable on porous, unheated concrete slabs. It reduces moisture vapor emission rates from 100% RH or 25 lbs./1000 sq.ft./24 hrs to suitable levels before applying Schönox underlayments. Only one coat required to penetrate and to fully seal the substrate. For even tighter time constraints, choose Schönox EPA Rapid. You get all the benefits of EPA, but with a 2-3 hour drying time. No retesting is required. EPA and EPA Rapid will both dry in a transparent amber color. Schönox EPA and EPA Rapid have saved many renovation and development efforts from time and moisture obstacles. EPA and EPA Rapid are your reliable moisture mitigation system and migration barrier solutions. To stay on schedule and get the job done right, you need Schönox ÖN IT. ❚
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.
26 Premier Flooring Retailer | Q1 2018
You need it dry before the deadline. Schönox EPA and EPA Rapid are ön It.
Don’t let residual moisture come back to wreck your perfect floor. Schönox EPA Rapid penetrates and seals porous, unheated concrete slabs from 100% RH or 25 lbs./1000 sq.ft./24 hrs to suitable levels 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.
Premier Flooring Retailer | Q1 2018
SHOWIN’ SHOWIN’ SHOWIN’ OUR STUFF OUR STUFF
The TheFloor FloorMakes Makesthe theRoom Room At Happy Feet International we understand that the ﬂthat ooring Feet International we understand the AtHappy Happy Feet International we understand that the ﬂooring choice for your space is the foundation of your design. flooring your isspace is the foundation your choice choice for yourforspace the foundation of your of design. Whether it is a home, ofﬁ ce, or various other commercial design.Whether it is a home, office, or various other Whether it is a home, ofﬁce, or various other commercial spaces, our space, Luxury our VinylLuxury Plank Vinyl & Tile will & ﬁt an array commercial Plank fitofan spaces, our Luxury Vinyl Plank & Tile will ﬁTile t anwill array of spaces trends. ﬂooring be found mostin array ofand spaces andOur trends. Ourcan flooring caninbethe found spaces and trends. Our ﬂooring can be found in the most rustic and rustic relaxed spaces to the mostto modern andmodern sleek. the most and relaxed spaces the most rustic and relaxed spaces to the most modern and sleek. Happy Feet International’s ﬂooring diverse solutionsflooring gives and sleek. Happy Feet diverse International’s Happy Feet International’s diverse ﬂooring solutions gives every option needed for today’s interiors. solutions gives every option needed for today’s interiors. every option needed for today’s interiors.
Atlas - Treehouse Atlas - Treehouse
Stone Elegance - Kona Stone Elegance - Kona 28 Premier Flooring Retailer | Q1 2018
Happy Feet waswas established in 2012inby2012 Caseyby FeetInternational International established Happy Feet International was established in 2012 by Casey Johnson and his and son CJ As the demand more Casey Johnson hisJohnson. son CJ Johnson. As thefor demand Johnson and his son CJ Johnson. As the demand for more Luxury Vinyl PlankVinyl & TilePlank increased, saw a need to for more Luxury & Tilethey increased they saw Luxury Vinyl Plank & Tile increased, they saw a need to serve in the ooring Casey and his son started a need to ﬂ serve inmarket. the flooring market. Casey andout his serve in the ﬂooring market. Casey and his son started out buying less than truckload quantities one product line. son began by purchasing less thanwith truckload quantities buying less than truckload quantities with one product line. Today, Happy Feet International is happily carrying ﬁfteen with one product line. Today Happy Feet International Today, Happy Feet International is happily carrying ﬁfteen product lines with various styles and colors. Happy is happily carrying thirteen different product linesFeet with product lines with various styles and colors. Happy Feet International currently has over 9.5 million square feet of various styles and colors. Happy Feet International International currently has over 9.5 million square feet of luxury vinylhas ﬂooring stockmillion and ready to shipfeet to meet your currently overin ten square of luxury luxury vinyl ﬂooring in stock and ready to ship to meet your ﬂ ooring needs! We are constantly adding and updating vinyl flooring in stock and ready to ship to meet your ﬂooring needs! We are constantly adding and updating new product styles, and vinyl construction. We are flooring needs! Wecolors are constantly adding and updating new product styles, colors and vinyl construction. We are a small family-owned company, who is passionate about new product styles, colors, and vinyl construction. We a small family-owned company, who is passionate about the of our owned retailers,company distributors andiscustomers. are happiness a small family who passionate the happiness of our retailers, distributors and customers. Our company has grown two employees to thirty, about the happiness of from our retailers, distributors and Our company has grown from two employees to thirty, which includes ofﬁce with customer customers. All aoffully ourstaffed departments are easy toservice, contact which includes a fullymarketing staffed ofﬁce with customer service, shipping, departments. via phoneaccounting, or email to help withand any sales needs. Happy Feet shipping, accounting, marketing and sales departments. All of our departments areoffice easy to or International’s corporate is contact locatedvia in phone Ringgold, All of are easy to contact via phone or email to our helpdepartments with any needs. Happy Feet International’s Georgia. email toofﬁ help with any needs. HappyGeorgia. Feet International’s corporate ce is located in Ringgold, corporate ofﬁce is located in Ringgold, Georgia. Contact your local dealer or distributor for more information. For help locating a dealer or how become one, our Contact your local dealer or to distributor for visit more Contact your local dealer or distributor for more website at happyfeetinternational.com or call 706.937.2500 information. For help locating a dealer or distributor, information. For help locating a or dealer or distributor, please email firstname.lastname@example.org call 706.937.2500 please email email@example.com or call 706.937.2500
happyfeetinternational.com happyfeetinternational.com 529 Rollins Industrial Blvd 529 Rollins Blvd Ringgold, GA Industrial 30736 Ringgold, GA 30736 706.937.2500 706.937.2500
ESS AND SMILE STRESS L MOR EO NH AP PY
O S OR
Introducing GAME CHANGER StoneTecTM rigid core technology backed with IXPE pad • • • • •
3.5mm Overall Thickness Installation: Glue Down Embossed + Painted Bevel 22mil Wear Layer 6”x 48” Plank
DECISIONS THAT STICK PACKAGE DEAL Game Changer + HF9200
• Uses 80% Less Adhesive • Allows All Trafﬁc Immediately • 0.0 g/mL VOC Content • Non-Toxic, Water-Based • Easy Water Cleanup While Wet • No Offensive Odors • Withstands 8lbs. of Vapor Emissions, 95% RH and 11pH *per sq ft
GAME CHANGER - MVP HF391
| firstname.lastname@example.org | happyfeetinternational.com
Premier Flooring Retailer | Q1 2018
How to offer your customers a high-quality tile installation
hese ten requirements based on our experience, knowledge and work with the Tile Council of North America (TCNA) Handbook for Ceramic, Glass and Stone Tile Installation
will ensure your customers receive a quality tile installation every time.
1. Become a Proud Employer of Certified Tile Installers Only well-trained and experienced tile installers can produce installations of the highest quality
Scott Carothers Director of Certification and Training, CTEF Scott is responsible for the creation of the Certified Tile Installer (CTI) program, involved in the creation of the Advanced Certifications for Tile Installers (ACT) program and provides training to others in the tile industry. He has been immersed in the ceramic tile industry for over 36 years and was the owner of a successful retail and installation firm prior to coming to CTEF. Scott has served as President of the NTCA, Chairman of the NTCA Technical Committee, been named the NTCA Tile Person of the Year in 2005, and the Ring of Honor recipient in 2013. He is a voting member of the ANSI and the TCNA Handbook committees.
which provide long lasting beauty and functionality. Let your customers know you employ quality oriented tile installers by ensuring they receive the CTEF Certified Tile Installer (CTI) designation. CTIs have proven that they have the knowledge and skills which meet industry standards and best practices.
2. Incorporate Movement Accommodation Joints All tile installations, both residential and commercial, will move with temperature and humidity variations. To accommodate this movement, expansion joints per the TCNA Handbook method EJ171 must be incorporated into the tile work.
3. Work Only with Premium Materials Tile Industry experts agree that using premium quality bonding materials is one of the easiest insurance policies for preventing installation problems.
4. Tile Installation Surfaces Must Be Flat To provide a flat ceramic or stone tile installation, other trades must meet the tile industry standards for flatness tolerances. Substandard surfaces must be corrected before installation begins to ensure a quality tile installation.
5. Is the Surface Rigid? Ceramic and natural stone tile installations require a stiff or rigid surface. Additional subflooring, wall studs or bracing may be required.
6. Provide Minimum Mortar Coverage Tile industry standards require minimum mortar coverage of 80% in dry areas and 95% in wet (showers) or exterior areas. Natural stone tile installations require 95% coverage in all applications.
30 Premier Flooring Retailer | Q1 2018
7. Ensure Site Conditions Are Controlled Many products used in tile installations require that the temperature be maintained within a specific range and duration. Follow those recommendations.
8. U se Only the Correct Tile Installation Methods and Materials Not all installation methods and/or materials are suitable for all applications. Be certain your installers will use the TCNA Handbook method rated for the intended application or a method that is recommended, fully specified, and warranted by the product manufacturer.
9. Allow Adequate Cure Time Allow a tile installation to cure sufficiently per the manufacturer’s recommendations before exposing it to moisture, traffic, temperature changes or overlaying products.
10. Use Crack Isolation Membranes as Needed Cracks in concrete and other areas of movement should be treated with a crack isolation membrane to help eliminate cracked tiles. ❚
Certified Tile Installer WANT TO BE THE BEST?
The Certified Tile Installer (CTI) program is the only third-party assessment of a tile installation professional’s skill and knowledge that is recognized by the tile industry. 864-222-2131 email@example.com www.ceramictilefoundation.org
Only well-trained and experienced tile installers can produce installations of the highest quality which provide long lasting beauty and functionality. Let your customers know you employ quality oriented tile installers by ensuring they receive the CTEF Certified Tile Installer (CTI) designation.
Visit our website and put yourself above the competition.
If they aren’t already, encourage your installers to become Certified Tile Installers. Learn more by visiting www.ceramictilefoundation.org/ tile-certification-overview-ctef. Premier Flooring Retailer | Q1 2018
Training and Certiﬁcation
I am grateful to CFI for a ﬁrst-rate certiﬁcation course. It is worth the time and expense of having an installer oﬀ the ﬂoor for the days of training and certiﬁcation. - Leigh Bakhtiari, Carpet One and Floor, San Rafael, CA
2018 CFI Calendar of Events CFI programs feature one and two-day events for the installation professional as well as one, two, and ﬁve-week courses for those looking to start their installation career or add a new ﬂooring to their repertoire. All courses are mobile and can be scheduled at your facility (space and attendee minimums apply). For more information, visit cﬁinstallers.org. April 5-6 | Forney, TX All Levels Carpet Certiﬁcation
June 12-13 | Forney, TX Commercial Resilient Certiﬁcation
March 26 | China Subﬂoor, Substrate Preparation
April 9-13 | Forney, TX Hardwood/Laminate Training
June 21-22 | Forney, TX Woven & Patterned Carpet Workshop
March 27-28 | China Commercial Carpet Certiﬁcation
April 16-May 18 | Forney, TX Residential Carpet I Training
July 19-20 | Forney, TX All Levels Carpet Certiﬁcation
May 8-9 | Forney, TX Ceramic I Certiﬁcation May 17-18 | Nashville, TN Hardwood/Laminate Certiﬁcation May 23-24 | Wichita, KS All Levels Carpet Certiﬁcation
August 15-17 | Orlando, FL CFI 25th Anniversary Convention August 28-29 | Forney, TX Hardwood/Laminate Certiﬁcation September 27-28 | Forney, TX Ceramic I Certiﬁcation
May 31-June 1 | Forney, TX Hardwood/Laminate Certiﬁcation
CFI International Events:
June 12-13 | Forney, TX Residential Resilient Certiﬁcation
March 26-30 | China Residential/Commercial Carpet
March 29 | China Advanced Commercial carpet Certiﬁcation March 30 | China Resilient Training April 18-19 | Canada Residential Carpet I Certiﬁcation April 23-24 | Canada Hardwood/Laminate Certiﬁcation April 25-26 | Canada Resilient I Certiﬁcation
Call or email John McHale, Director of Operations, today to schedule an event near you: (816) 231-4646 | JMcHale@cﬁinstallers.org
32 Premier Flooring Retailer | Q1 2018
CFI 25th Anniversary CONVENTION & EXPO
Rosen Shingle Creek August 15-17, 2018 Orlando, FL The CFI Annual Convention is an excellent platform for continued education because it provides seminars on diverse topics and demonstrations on installation techniques that everyone in the ﬂooring industry can learn and beneﬁt from. - Don Styka, Tarkett
2018 marks the 25th Annual CFI Flooring Convention and Expo Since 1993, CFI has been the trusted source and #1 destination for the latest information on new products, tools, techniques and training for the ﬂooring professional. The CFI Convention oﬀers extensive seminars, product demos, and handson workshops taught by leading industry professionals as well as numerous networking opportunities with executives and colleagues from across the globe. There will also be many fun and exciting activities at our CFI Event in Orlando!
Full Registration $497 Full Registration $545 Member Guest $345
Day Rate $300
Day Rate $250
Let us know if you have any questions. We’re here to help! Register online at cﬁconvention.com or call for more info: 816.231.4646
Seminars and Workshops Featuring: • Corey Dickerson - Tools for Flooring • Don Styka - Tarkett • Scott Humphrey - CEO, WFCA • Robert Varden - CFI • Jeff King - Legal Counsel, WFCA • Jon Namba - CFI Certiﬁcation Team Premier Flooring Retailer | Q1 2018
New Era Homes: building it right from the ground to the top
wo crucial tests of a good homebuilder are the quality and craftsmanship of his construction and the number of satisfied clients. Todd McKinney, owner of New Era Homes in Bend,
Ore., passes both tests with marks of excellence. “Our whole belief in starting New Era Homes is that we’re a step above,” he declares. “We absolutely will not accept second-rate work. Our standard package is much higher and gives homeowners a lot more value than your typical builder. Everyone who buys one of our homes is amazed at what we provide.” As a result of this client “amazement,” more than 80 percent of his business is from referrals and word-of-mouth. In 2016, he’s on target to build 40 to 50 homes — despite doing no marketing or advertising.
Jason Spangler Jason has over 20 years’ experience in sales and sales management in a spectrum of industries, and has successfully launched a variety of products to the market, including the original Rapid RH® concrete moisture tests. He currently works with Wagner Meters
Equally important, though, is McKinney’s close relationship with his clients. Throughout the whole process he partners with his clients and is with them every step of the way – listening, coordinating, and accommodating. “We’re adept at getting our clients involved throughout the construction process, unlike many builders who don’t want their clients looking over their shoulder or changing their product. We, on the other hand, believe it’s like having another set of eyes on the project which ultimately leads to higher customer satisfaction,” he says.
Poor Market Timing McKinney’s career as a home builder began in 1984. For more than 20 years he worked for other companies building entry level homes across the Pacific Northwest.
as our Rapid RH® product sales manager. Call Wagner Meters today at (800) 634-9961 and ask for Jason, or visit www.wagnermeters.com. Photo credit: Cheryl McIntosh Photography greatthingsaredone.com
For over 50 years, Wagner Meters has been helping wood flooring professionals, woodworkers, and do-it-yourselfers create beautiful and long-lasting wood projects with the help of wood moisture meters.
34 Premier Flooring Retailer | Q1 2018
New Era builds what McKinney calls a move-up type home featuring lots of amenities built into the base price. In 2007, he elected to start his own company and build homes that are an upgrade to entry level, though not as pricey as custom built. But, as he admits, his market timing was lousy. “When I started my company the economic wave was just peaking and beginning to crash. I had to scramble to stay afloat, and be very creative to keep the doors open and the lights on,” he remarks. To get through the downturn, he didn’t say “no” to anything. “We looked at every project that was available. We even went to places that required us to travel long distances such as Spring River, Eugene, Portland, Vancouver, Battleground, and others.” New Era builds what McKinney calls a move-up type home featuring lots of amenities built
“ When I consulted with Wagner they listened
into the base price. He builds off of standard plans, but will also take a customer’s plan into con-
carefully to my needs and
sideration if it fits within his expertise.
the functionality I wanted,
“Our niche includes homes ranging in price from $105 per square foot to $165 per square
then provided a cost benefit
foot. There’s not much available for consumers in that price range, so we have a fairly comfort-
analysis of each moisture
able niche and a better product that fits that niche,” he says.
Quality Driven Talk with McKinney for just minutes about his passion for homebuilding and one perception quickly emerges: here’s a man who’s meticulous about details and driven to building quality homes. “I take pride in my work, so I insist that quality goes into every home I build. It means paying attention to even the smallest details to ensure the finest craftsmanship.”
“ One of the advantages of using the MMC220 is that I can change wood species with the click of a button.”
Each of Wagner’s wood moisture meters is designed with pinless, non-damaging technology that enables you to quickly scan or spot check many board feet in mere seconds.
Premier Flooring Retailer | Q1 2018
Managing Moisture Content One such detail is making sure the wood has the proper moisture content (MC). To avoid problems after the house is framed — such as crowning, movement in the walls, or even development of fungi or mold — McKinney makes sure the framing lumber has 18% or less MC. “We use nearly 100% kiln dried or surface dried wood. And although we’re building in a very “ Since the MMC220 a
dry climate, we take two Wagner moisture meters into every project and measure every other
pinless meter I don’t have to
stud in an exterior wall, and every fourth stud on an interior wall, along with random top and bot-
physically stab the wood like
tom plates, to make sure that before we close those walls with insulation and sheetrock we’re
you do with pin meters.”
under 18% MC moving forward,” he says. Occasionally, the lumber might reach 20 to 25 percent MC because of exposure to snow or rain. In those cases, McKinney stops construction and applies heat and ventilation to pull that moisture out of the wood framing members before retesting with his Wagner moisture meters.
“ I get very fast, accurate readings at the necessary depth simply sliding my Wagner moisture meter over the wood.”
36 Premier Flooring Retailer | Q1 2018
He also uses his Wagner meters to measure the MC of the subfloor. To avoid trapping excessive moisture in the subfloor, he wants his subfloor materials to be 5 percent to 6 percent MC before installing hardwood flooring. A stickler for quality, McKinney chose to buy Wagner’s MMC220 moisture meter. “Wagner’s regarded in the industry as the leading manufacturer of moisture meters. When I consulted with them, they listened carefully to my needs and the functionality I wanted, then provided a cost benefit analysis of each moisture meter,” he says. “One of the advantages of using the 220 is that I can change wood species with the click of a button. Many times we use Douglas-fir framing lumber, but then our subfloor is a different material and our hardwood floor is yet another species.” “And since it’s a pinless meter, I don’t have to physically stab the wood like you do with pin meters. I get very fast, accurate readings at the necessary depth [by] simply sliding it over the wood,” he adds.
Building Homes Right If McKinney had to summarize the way he builds a home, it would be that he does it right. He doesn’t cut corners and is not satisfied with mediocrity — whether it’s in the building materials he uses, the tradesmen he hires, or even in the way he manages moisture in wood. “That’s the way I’ve always been,” he stresses, “because I strongly believe that if a job is worth doing, it’s worth doing exceptionally well.” ❚
“Wagner’s regarded in the industry as the leading manufacturer of moisture meters. When I consulted with them, they listened carefully to my needs and the functionality I wanted, then provided a cost benefit analysis….” Premier Flooring Retailer | Q1 2018
The Next GIG
What does fully integrated software truly mean and why you should care?
n this day and age, it’s not too much to ask that all of your software applications be available from ONE flooring specific software. Too often, we encounter flooring dealers who are using two to three different software applications, such as separate accounting software, or an estimating package, which means they’re touching the same information several times rather than entering once, and letting the system move, pull, and track the data all the way through to completion,” said Kelly Oechslin, Creative Director for RollMaster Software. A flooring specific, fully integrated business management software means that every single part of a flooring operation, such as estimating — commercial and residential — lead tracking, order entry, inventory ordering and tracking, credit card processing, installation scheduling, job costing, accounting, financials and sales analysis, should all happen seamlessly in one operating system. A system like RollMaster Software offers all of this and more, and the technology is available now, not years from now. Oechslin continued, “Beyond automating flooring specific processes, we’re now rolling out other non-flooring business applications that also flow in and out of our system with the use of API’s, or Application Programming Interfaces. This truly makes us a fully self-contained business management software geared specifically to the flooring industry.” Some examples of this include using MailChimp to automatically generate marketing emails, or Testimonial Tree to capture online reviews and post them to Google,
Yelp, Facebook, etc., without the dealer having to take any extra steps. Here’s what one RollMaster customer has to say about the app: “We just signed up for Testimonial Tree and are already getting 5 reviews per day! The automated connection to RollMaster means that it just happens automatically with no additional effort by our staff. We have had a couple bad reviews that we were quickly able to rectify and make the customer happy. The positive reviews have helped our online SEO ranking and given us immediate and actionable feedback” — Steve Kellogg, Flooring Liquidators. Another powerful marketing API integration with RollMaster is eCommerce. This technology creates an online marketing store based on products and pricing pulling directly from the RollMaster catalog. Currently in development is a complete turnkey package that will instantly turn on a customized web store for RollMaster clients, ready for order taking. RollMaster can be delivered via their Cloud-based platform or via onsite installed server(s). Both allow anytime/anywhere access to business data from any internet connected computer or laptop. RollMaster also provides onsite or internet-based training, regional workshops, complete documentation, and ongoing support from their team of industry professionals. Contact: info@ rmaster.com / www.Rmaster.com / 866-822-4904. ❚
Here’s what one RollMaster customer has to say about the app: “We just signed up for Testimonial Tree and are already getting 5 reviews per day! The automated connection to RollMaster means that it just happens automatically with no additional effort by our staff.” 38 Premier Flooring Retailer | Q1 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. Flooring Retailer | Q1 2018 firstname.lastname@example.org | Ph: 866-822-4904 Premier | www.rmaster.com
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.
40 Premier Flooring Retailer | Q1 2018
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 you want while providing the lasting support your carpet needs.Retailer | Q1 2018
42 Premier Flooring Retailer | Q1 2018
Premier Flooring Retailer | Q1 2018
SHOWIN’ OUR STUFF
What’s in your core?
COREtec® Pro Plus series, including COREtec Pro Plus and COREtec Pro Plus Enhanced
he COREtec Pro Plus Series consists of two collections:
The extra-dense SPC provides superior impact and dent
COREtec Pro Plus and COREtec Pro Plus Enhanced.
resistance. This series is recommended for both commercial
COREtec Pro Plus Enhanced includes all features of the
and residential use, and can be installed in high-moisture and
Pro Plus collection along with a 4-sided enhanced bevel for
high-traffic areas. These heavy-duty floors are perfect for any
room in your home or workspace.
All planks and tiles feature a 20mil wear layer that protects against excessive wear and superior cleanability and stain resistance. This collection offers unique and innovative visu-
❚ The COREtec Pro Plus collection offers 12 plank visuals that are 7.20" × 48.03" × 5 mm
als on a vinyl that enhances durability. The Solid Polymer Core (SPC) features special top/bottom layers for stability and is
❚T he COREtec Pro Plus Enhanced collection features plank
made from a high-density composition for extra rigidity. The
and tile visuals. The planks are 7.13" × 48.03" × 7 mm and
“Plus” is the attached cork underlayment. This underlayment
the tiles are 18.50" × 24.02" × 7 mm. ❚
provides added sound dampening, absorbs subfloor imperfections and naturally resists mold and mildew.
44 Premier Flooring Retailer | Q1 2018
CLEAN AIR, DIRTY BOOTS... AND THE NEED TO BLAZE MY OWN TRAIL. At COREtec, we’re proud to offer the most complete collection of 100% waterproof floors, so you can express what makes you, you.
W H A T’ S I N YOU R C ORE?
Premier Flooring Retailer | Q1 2018
Jacob Wheat, Measure Trainer, RFMS, Inc.
The Next GIG
The floorcovering customer expects more
oday’s floorcovering customers live on a steady diet of HGTV and Houzz, giving them an endless supply of dreams and high expectations for their next home or renovation. Included in these expectations is the floorcovering shopping experience. Like the scene in many home makeover shows where the homeowners sit down with the designer and review a 3D rendering of the proposed design, many shoppers envision a similar experience when shopping for floor covering of their own. How can an independent flooring retailer deliver that sort of experience? Some have invested in high end software applications such as Sketch-Up or Revit to create first class 3D designs and renderings. The results from these sophisticated applications are very impressive to most consumers. The challenge of using these applications, however, is two-fold: 1) They represent one more software application to learn, use and maintain and 2) they do not include estimating functionality. So, the salesperson will need to estimate and bid the job using another software program. It’s clear that there is a need for a software application to do both: 1) Provide simple to use 3D design tools and semi-realistic rendering, and 2) estimate the total quantity of both material and labor for the project. Let’s consider how one software application, Measure by RFMS, has done this. Measure provides a “default wall” setting that can be toggled on or off. When turned on, walls are automatically created as the designer draws rooms on the screen. These walls appear on the drawing as if the designer was using a
CAD like application to draw an architectural floorplan. Even if no wall covering is being estimated, a default color can be applied to the walls, resulting in a realistic look when viewed in 3D. Transitions, including door swings and windows are visible in this view. A walkthrough can also be performed, giving the customer a realistic preview of their project within minutes of drawing the project. At the same time, accurate flooring estimates are also ready to be given to the customer, without the use of any other software program. For customers who are in the market for a new shower or tub surround, a realistic 3D rendering is even more important. Clearly visualizing the tile layout on all of the surfaces is a requirement. Here again, Measure by RFMS excels. For some time now, thousands of designers have used Measure to draw shower and tub surrounds using the powerful stack feature. Now, working with those designs has become even easier with the new 3D design mode. Now, the designer can make changes to the design in 3D instead of just using that mode to view only. This makes adjusting a wall or a niche that much easier. There will always be a need for high end rendering applications such as Sketch-Up and Revit. In fact, Measure can even export to those programs for additional refinement and ultra-realistic renderings. However, for most designers, using an all-in-one such as Measure can satisfy even the most demanding shopping experience expectations from a floorcovering customer. ❚
Please visit rfms.com for more information.
… for most designers, using an all-in-one such as Measure can satisfy even the most demanding shopping experience expectations from a floorcovering customer. 46 Premier Flooring Retailer | Q1 2018
Premier Flooring Retailer | Q1 2018
The Next GIG
No more excuses — why new cloud technologies make software doable for even the smallest dealer
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 email@example.com
or call 801-563-0140.
s I’ve talked with hundreds of floor cov-
many different things, it’s important to realize
ering dealers throughout the US and
that not all clouds are created equal.
Canada, I’m surprised by how many are still
Cloud technologies have been around for
not taking advantage of the powerful benefits
a long time, although use of the term “cloud
of industry-specific software. Whether due to
software” has increased quite a bit as of late.
worry about cost or the learning curve, or sim-
For instance, our QCloud product has been
ply out of “this-is-how-we’ve-always-done-
around for 17 years. It’s a great product that
things” tradition, quite a few dealers continue
allows people to have their QFloors application
to limp along either doing things by hand or
and data stored remotely, so they can access
using generic business software such as
their software from anywhere.
QuickBooks. QuickBooks offers a lot of good
However, there is a newer type of cloud
general business accounting features but does
technology. The technical term for it is “full
not handle flooring specific features and inven-
stack, open source”. QFloors has made a con-
tory well. It’s just the reality.
scious decision to move its pc-based flooring
With smaller dealers in particular, the cost of industry software sometimes seems daunting, especially as they consider the in-house IT costs of setting up and maintaining servers,
software to this newer cloud technology. QPro POS+ is the first of these products. There are many advantages to this new kind of browser-based cloud technology:
networks, etc. However, with today’s exciting new browser-based cloud technology, these costs and concerns are a thing of the past.
● Improved User Experience — Software designed to be used in a web browser
In fact, QFloors’ newest browser-based
(as opposed to that designed to be on a
software, QPro POS+, offers inventory and
desktop application and adapted for lim-
sales features customized for a flooring deal-
ited cloud use) delivers an easier, faster and
er’s needs, and does NOT require an expensive
better user experience.
technology investment. Even better — monthly
● Open Source — not tied to any company
subscriptions start at only $40 per month per
(Microsoft, Apple, IBM, etc.). This signifi-
user. All you need is a device that can access
cantly affects costs and compatibility.
● Lower Cost — in upfront, support and maintenance expense.
New vs. old cloud technology and why it matters The term “cloud” is being thrown around a lot
● Device Independent — This type of technology works on any device where you can run a browser.
nowadays. It’s become a catch phrase that
● Mobility — easily used on the go.
generally indicates data is stored remotely,
● 3rd Party Integration — Built upon an
rather than at your business location. Even
API which allows people to connect other
though this word is used interchangeably for
applications easily into our system, so you
48 Premier Flooring Retailer | Q1 2018
QFloors QPro POS+ is a great option for smaller dealers not using any type of software, or any type or size of dealer who wants to continue to use accounting software (like QuickBooks) on the back end. can use it alongside other web-based software. ● Greater Customization — Create your own interface, with even greater flexibility, using the QPro API. ● Automatic Updates and Backups — greater security in the case of any natural or manmade disaster. ● Multiple Servers — Mirrored servers across the country will all update each other within seconds. This provides an
posals, purchase orders, inventory management, job costing, commissions, sales tax and reporting, installer billing, and more. It includes fcB2B connectivity so that you can quickly and automatically transfer product catalogs and price lists to/ from the manufacturer or distributor. The time savings of that alone is game changing. Only industry specific software can do that — generic cannot, despite what you might be told.
even greater level of security and redundancy.
Using technology to help run your operation enables you to
● Latest & Greatest Technology —This is where all tech-
do more business with the same amount of employees, which
nology is headed. You don’t want to be confined to older
benefits your bottom line and overhead. Using new cloud tech-
technologies which will be less compatible in the future.
nology such as QPro POS+ allows you to enjoy those benefits with very little investment or risk required. It makes a lot of
QFloors QPro POS+ is a great option for smaller dealers not
sense, and will save a lot of cents.
using any type of software, or any type or size of dealer who
For more information on QPro POS+ cloud software,
wants to continue to use accounting software (like QuickBooks)
contact us at 801-563-0140 (option 4) or
on the back end. It streamlines and manages invoices and pro-
OUR CUSTOMER BASE IS EXPLODING. There are multiple reasons why we’re the fastest growing flooring software in the industry. Contact us today to see why so many companies are choosing QFloors. And why so many who do, see their own business success increase dramatically.
(801) 563-0140 www.qfloors.com firstname.lastname@example.org
Premier Flooring Retailer | Q1 2018
SHOWIN’ OUR STUFF
SEM Group — manufacturing, innovation, quality, and value
S 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. ❚
50 Premier Flooring Retailer | Q1 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&#x20AC;&#x2122;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.
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&#x20AC;&#x2122;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
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. Premier Flooring Retailer | Q1 2018
Coles Fine Flooring receives prestigious WFCA Gold Standard Award for Excellence
orld Floor Covering Associationâ&#x20AC;&#x2122;s annual award recognizes member that has created the most outstanding consumer retail experience through research, education, member benefits, philanthropy, advocacy and technology. Coles Fine Flooring has been serving customers in the San Diego, CA area since 1947! From the very beginning, Coles has striven to accommodate clients in the presentation and accessibility of their showrooms. Each of their display areas features flooring products which are differentiated by flooring type, where the latest products are installed alongside samples ranging from carpet, wood, laminate, vinyl and tile. Cole also displays room vignettes to integrate design concepts and flooring for the customer. This permits clients to visualize trending products on a larger scale, and to better picture how the flooring would look in their homes.
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Providing superior customer service is the number one priority at Coles Fine Flooring Coles Fine Flooring is an active member of the community. They take part in charitable causes, such as being a primary sponsor of the San Diego Humane Society. Coles has hosted several pet adoption events in the last two years, partnering with the San Diego Humane Society and Stainmaster. Coles also supports the area’s YMCA Youth and Family Services, Music Matters, the Princess Project of San Diego and the area BBB.
Customer service is Coles’ highest priority Providing superior customer service is the number one priority at Coles Fine Flooring. With a dedicated customer service department, the company has a knowledgeable representative on site seven days per week to handle any flooring situation that a customer may be concerned with. In addition to manufacturer’s warranties, Coles offers their own, unique One Year Satisfaction Guarantee that is one of the strongest guarantees in the industry. If any customer is NOT satisfied with their flooring for any reason during the first year, Coles will replace their floor, with the homeowner only paying for replacement labor.
Coles’ focus is on existing and new customers Customer Retention is a key part of Coles’ business strategy. Customers are encouraged to Like their Facebook page; subscribe to their monthly e-mail newsletter; and leave a
review of their experience with the company through links on their website. Coles works with ReviewBuzz to encourage customers to share their experiences on any of our online review sites such as Yelp, Angie’s List, and Google Business pages. Coles’ newsletter provides design and home improvement ideas, plus a range of general interest topics that are linked to the blog on their website. This online connection allows Coles to remain ‘top of mind’ for all their client’s flooring needs. Coles provides information on proper maintenance, creating a relationship of trust and offers a full selection of floor care products including vacuums. Post-installation calls are made to every Coles customer to be sure they are completely satisfied. Any problems discovered are quickly referred to the company’s Customer Service department for fast resolution. New customers are solicited through advertising across all media including radio, TV, newspaper, direct mail, and a strong commitment to online marketing strategies. Coles maintains a dynamic website and is active on social media. They also advertise online with dynamic mobile, geo-fencing, eblasts and online banner ads. Coles is also continually searching for the latest trends to keep in front of the public. Coles maintains an extensive area rug and carpet remnant department that attracts customers for a more
Premier Flooring Retailer | Q1 2018
frequent purchase, than the longer term flooring buying cycle. However, ‘word of mouth’ is always the best way to attract new customers. In fact, having been in business for over 70 years, we often have new customers tell us their parents and grandparents purchased at Coles, and they wouldn’t think of going anywhere else!
Coles keeps product knowledge up-to-date In order to maintain current product knowledge, Coles hosts Saturday meetings featuring a different manufacturer representative each week. Reps bring breakfast, new products, and information to show Coles designers. This gives staff the opportunity to ask questions face-to-face, and to fully understand the newest products and technological updates in order to best serve their customers.
Innovation drives growth in 2018 All showrooms are undergoing remodels to offer the latest flooring options in the most current displays. Focus is on the Luxury Vinyl Plank and Tile displays, which is currently a growth area. Coles new Kitchen and Bath Design Center which opened in 2017, is now in full swing, with three designers, a full-time project manager, and full-time installation crews in Coles truck fleet, offering kitchen cabinets, countertops. Customers now have one talented and experienced team member to walk them through every step of the project.
Customers now have one talented and experienced team member to walk them through every step of the project.
54 Premier Flooring Retailer | Q1 2018
As a family owned company, Coles employees are excited about the passion of the leadership including Steve Coles, President, and his daughter Lauren Coles. Coles is expanding their online marketing efforts with continuing updates of their new website launched in April 2017, supported by targeted marketing to bring traffic to the site, and generate online leads with multiple pages offering Free Design Consultation and Free InHome Shopping. Coles has two military base locations at NEX 32nd Street and at MCAS Miramar and supports the military by offering special discounts and no sales tax to qualified active and retired military personnel. As a family owned company, Coles employees are excited about the passion of the leadership including Steve Coles, President, and his daughter Lauren Coles. Lauren is currently in sales, is learning the entire business with intention of being the 3rd generation to run the company, and is the face and spokesperson for the company on TV and other media.
Premier Flooring Retailer | Q1 2018
Many of the sales, administration, and installation staff are long term and have been with the company for 15 to 45 years! The role of technology Technology plays a huge role in Colesâ&#x20AC;&#x2122; online marketing. They have a YouTube channel with their latest videos and specials, before sharing them across multiple social media platforms including Facebook, Twitter and Google+. They also utilize Pinterest, Instagram, and Houzz to share projects, ideas and inspiration.
Hiring and retaining great staff ensures future success The Coles management team is made up of long term employees of the company, from over 20 years to 37 years. Many of the sales, administration, and installation staff are long term and have been with the company for 15 to 45 years! Sales staff members enjoy a monthly bonus program, and an end of year Million Dollar club bonuses for personal improvement over the previous year, as well as prizes for best performance in various categories. Coles offers a safe, fun place to work. Employees enjoy health insurance, vacation time, 401K retirement, and other benefits. The companyâ&#x20AC;&#x2122;s long-term goal is to always have the best people to provide exceptional customer service and continued support to the San Diego community. â?&#x161;
56 Premier Flooring Retailer | Q1 2018
To Our Valued Members: The WFCA believes in giving recognition where recognition is due. That’s why we are recognizing and rewarding excellence in our retailer community with our Gold Standard Award. The award, given annually during TISE/SURFACES, will be given to one exemplary business that has welldemonstrated the standards of a WFCA member and has created an outstanding consumer retail experience.
he Gold Standard Award will be given in two categories based on sales volume: Over $10 million and Under $10 million. We will also be awarding 2nd and 3rd place prizes in both categories. Prizes will consist of training packages:
1st Place (Over $10 million) — choice of:
It is time to begin the process of nominating outstanding retail-
❚ Two-day CFI onsite custom CFI carpet seaming class* or
ers. In the following pages you will ﬁnd all of the information
❚ Two-day onsite custom sales training*
necessary for you to submit your store or nominate a retailer, as
❚ One-year online WFCA University tuition (multiple locations)
well as the judging criteria. The information packet is also available on our website.
*Both classes would be a one-day class repeated on a second day, allowing dealers with multiple locations to split their staffs.
Guidelines for Nomination Eligibility: • Member in good standing of the WFCA
1st Place (over $10 million) —
• Must have been in business for at least three years
❚ Two-day CFI onsite custom CFI carpet seaming class
• Clean BBB report
($5,000 value),* or ❚ Two-day onsite custom sales training ($5,000 value),*
• Anyone may nominate a retailer they believe meets the criteria or companies may nominate themselves
❚ Plus, one-year executive level access to online WFCA University
Gold Standard Award Criteria:
*Both classes would be a one-day class repeated on a second
Once a store has met all of the above eligibility criteria, the win-
day, allowing dealers with multiple locations to split their staffs.
ner will be selected based on the following:
1st Place (under $10 million) ❚ Same choices as noted above, but only single day of classes. ($2,500 Value)
• Knowledge: Knowledgeable management and staff who work to keep actively informed on the industry. • Customer Service: Providing courteous service, and offering customers help throughout the purchase process.
2nd Place (both categories) ❚ $1000 additional trade scholarship funds, plus one-year executive level access to online WFCA University)
• Quality of Store Image: Must maintain a clean, professional, well-maintained store — both inside and out. • Adherence to the WFCA Code of Conduct.
3rd Place (both categories)
If you have any questions, please contact the membership
❚ $500 additional trade scholarship funds, plus one-year
department at 855.330.1183 or iwfca.org. ❚
executive level access to online WFCA University Premier Flooring Retailer | Q1 2018
58 Premier Flooring Retailer | Q3 2017
Premier Flooring Retailer | Q1 2018
FLOOR ED Lisbeth Calandrino Flooring Specialist and Associate Publisher and Director of Social Media for Fabulous Floors Magazine
Lisbeth has been teaching product knowledge classes for a number of years, is prominent in the flooring industry with several professional certifications.
Fabulous Floors Magazine offers flooring certification — Fabulous Floors Certified™ for REALTORS® in New York State
eginning in April of 2018, REALTORS® in New York State can get certified in flooring through a unique program offered by Fabulous Floors Magazine, the only consumer magazine dedicated exclusively to floor coverings, and the Greater Capital Association of REALTORS® have teamed up together to offer Fabulous Floors Certification 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 will be listed in Fabulous Floors Magazine and helped to be connected locally with flooring retailers. It’s a win-win for everyone!” The classes will be 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!” The knowledge REALTORS® will gain, and the certification will help serve their customers’ needs best and could be a competitive game changer for their business. Giving consumer’s 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. “Flooring can be a major expense when buying a house,” according to Debbie Isom, Director of Professional Development of the Greater Capital Association of REALTORS®, Inc., “If REALTORS® share the knowledge they gained in the flooring certified class, consumers can make an informed decision on the best return for their investment.” “We’re excited to partner with Fabulous Floors Magazine, continued Isom,” and to offer continuing education credits and Fabulous Floors Certification™ as part of our Professional Development Program. It is definitely an industry first.” The first class was held on April 11, 12, 2018 with 32 Realtors in attendance. For more details on classes and class syllabus, contact Debbie Isom, at 518-464-0191 x15.
60 Premier Flooring Retailer | Q1 2018
Fabulous Floors Certification Learn How Flooring Affects Home Sales
NOW $75 — $110 for GCAR members $110 for non-members CE Credit: 9 hours†
FLOORING CAN MAKE OR BREAK YOUR SALE. Replacing flooring in a house is a major expense. It is important to understand the types of flooring available and their pros and cons so that you can advise your clients.
Presented by Lisbeth Calandrino, Flooring
• Your photo and contact info will be
Specialist and Associate Publisher and
featured in Fabulous Floors magazine
Director of Social Media of Fabulous Floors
(reach 45,000 consumers)
• Recognition across the Association • Extra 7 hours of CE credit and required
WITH YOUR CERTIFICATION YOU GET
DOS/NAR classes (Ethics, Fair Housing, &
• Free subscription to Fabulous Floors
Agency) for FREE (GCAR members only)
magazine Overview of flooring products
Advanced flooring systems
• Carpet, wood, laminate, vinyl,
bamboo, cork, tile, stone
• Maintenance, moisture, concrete
• Pros and cons of each product
problems, subfloors, standard
• Trends and development of
• Aging in place
The first class was held on April 11, 12, 2018 with 32 realtors in attendance.
*Underwritten by GCAR †pending DOS approval
Premier Flooring Retailer | Q1 2018
SHOWIN’ OUR STUFF
Come home to Perfection! Say “Hello” to Perfection Floor Tile’s luxury vinyl tile collections
erfection Floor Tile manufactures 100% pure virgin vinyl, hidden interlocking and interlocking, floating floor tiles right here in the United States (Grandview, Missouri). Our luxury vinyl
tile collections reflect the look of real wood, ceramic and stone. The tiles are beautiful, warm to the touch, comfortable underfoot, durable, and easy to maintain. The refreshing beauty of wood, stone and slate comes to life in the brilliant colors and diverse patterns. Buyer are motivated by our trendy designs, vibrant color templates, and textures inspired by nature. Patterns include marble, stone, travertine, mosaic, and wood finishes. Create distinctive spaces in your home with the luxurious looks of Perfection Floor Tiles. Our tile can be used in home or commercial applications. Perfection Floor Tile has a line of multi-purpose tile for basements, attics, bathrooms, workrooms, craft rooms, and utility rooms. Our collections include HomeStyle Slate and LeatherLook. HomeStyle Slate features beveled edges with a ceramic finish, and come in a wide range of colors so that a customer can create unique designs and checked board layouts. Perfection Floor Tile LeatherLook premium vinyl leather tiles combine the warm, rich look of expensive leather, creating a sophisticated look. Perfection Floor Tile — Coin and Diamond: Interlocking floor tile can transform an ordinary garage into a man cave, workspace, or home gym in which you will surely be the envy of your neighbors. Tiles come in ten brilliant colors to create a sporty look. Perfection Floor Tile — DuroGym: This year we launch DuroGym, our new vinyl gym tiles which are a better alternative to rubber flooring. These tile are 20.5" × 20.5", 7 mm think, interlocking floor system. They come in Black and Dark Gray. You can also have your logo printed on them. Our interlocking vinyl floor tile creates a solid floating floor using no adhesives or glue that may be an irritant and cause respiratory problems, inflammation or other health issues. Perfection Floor Tile is made from vinyl which is composed of ingredients from nature: chlorine, common salt, and ethylene from natural gas. We add no lead, formaldehyde or other toxic chemicals found in many other flooring products. By employing further chemistry using a phthalate-free class of softeners, our tile is flexible, colorful, energy efficient and environmentally responsible. If you want a luxury vinyl floor that’s DIY-friendly, take a closer look at Perfection Floor Tile. Simply clean, measure, place, trim, and enjoy!
The tiles are beautiful, warm to the touch, comfortable underfoot, durable, and easy to maintain. 62 Premier Flooring Retailer | Q1 2018
Create distinctive spaces in your home with the luxurious looks of Perfection Floor Tiles.
Benefits: ❚ Comfortable underfoot ❚ Anti-fatigue and non-slip ❚ Stabilizes floor temperature ❚ Absorbent ❚ Hypoallergenic ❚ Water resistant ❚ Scratch resistant ❚ Anti-static ❚ No toxins ❚ No odor ❚ Non-porous ❚ Reusable and recyclable ❚ Easy to maintain ❚ Made in the USA
Perfection Floor Tile Perfection Floor Tile, LLC has its corporate headquarters and Master
Distribution Center in Grandview, Missouri. The centralized location
ensures rapid and cost effective delivery to every corner of the nation.
Premier Flooring Retailer | Q1 2018
SHOWIN’ OUR STUFF
Turn up the HEAT with the highest-performing radiant floor heating system available!
The STRATA_HEAT™ System
❚ Patent pending mortar hydration vents accelerate thin-
The STRATA_HEAT™ floor heating system is the most
set curing for faster dry time of porcelain and larger format
advanced radiant floor heating system available in the world.
tiles—grout the next day
Consisting of a high performance floor heating wire, an uncoupling mat, a Wi-Fi enabled thermostat and the world’s first
❚ STRATA_HEAT Mat design maximizes thin-set to wire contact producing a faster heat-up time with even heat distribution
heat conductive thin-set additive—the system provides you
❚ STRATA_HEAT Wire installs easily in mat—lays flat and secure
with the most advanced and efficient floor heating system for
❚ Optical coverage verification—translucent features allows for
your next installation.
easy determination of mortar
STRATA_HEAT Thermal Pack
STRATA_HEAT™ Wire is designed for use in STRATA_HEAT
Available only from LATICRETE, STRATA_HEAT Thermal Pack
Mat§ or with STRATA_HEAT Spacing Strips. Offered in both
is a patent pending additive designed exclusively for use
120V and 240V versions with cable length options ranging
in select LATICRETE adhesives. Utilizing Thermal Diffusion
from 17 ft to 830 ft (5.2 m to 253 m) spools, STRATA_HEAT
Technology™, heat generated from the STRATA_HEAT Wire is
Wire is UL approved and provides you the most design flexibil-
uniformly distributed throughout the adhesive, providing faster
ity with easy installation.
floor heat-up and a more comfortable and energy efficient installation!
❚ Can be used as primary heat source—allows multiple wire spacing combinations ❚ Heavy duty construction, outer jacket provides exceptional performance and durability ❚ Produces virtually zero electromagnetic field ❚ No minimum on a straight run length like other systems— easier to layout ❚ Highly conductive copper wiring provides maximum heat transfer ❚ Easy to install, lays flat and secure in STRATA_HEAT Mat or
❚ Eliminates cold spots between wires—thermal heat diffusion is increased by 20%—providing uniform warmth for more comfort ❚ Reduces energy costs by 15%—since heat is transferred faster and more uniformly to achieve desired floor temp— number of heating cycles are reduced, saves money ❚E conomical and energy efficient— STRATA_HEAT Thermal Pack pays for itself in months by lowering electrical utilization costs. ❚
STRATA_HEAT Spacing Strips
The Next Generation in Floor Heating
STRATA_HEAT Mat is an innovative uncoupling membrane designed to accommodate STRATA_HEAT Wire— allowing for easy and secure wire placement prior to installing tile and stone flooring. 64 Premier Flooring Retailer | Q1 2018
LATICRETE International, Inc. One LATICRETE Park North Bethany, CT 06524-3423 USA 1.800.243.4788 +1.203.393.0010 www.laticrete.com
Enhancing Your Shower Design Options
Seats and Benches
Lightweight Construction Panels
The HYDRO BAN® Shower System offers you a multitude of design options to enhance your beautiful shower/bath designs. Add incremental sales and profit to your projects by offering these innovative shower components and exceed your customer’s expectations, all from one single source – LATICRETE. www.laticrete.com
A-8463-0418 ©2018 LATICRETE International, Inc. All trademarks shown are the intellectual properties of their respective owners.
Globally Proven Construction Solutions
Engage Genesis® with ISOCORE Technology® is infused with Ultra-Fresh protection in Metroflor’s
Engage Genesis Underlayment
Leading WPC Cork Underlayment
advanced FX3 Surface Protectant and in its pre-attached underlayment. When moisture becomes trapped under the surface of other flooring materials, it can create the ideal environment for mold and mildew growth. But with Ultra-Fresh on duty, homeowners can rest assured knowing that their Engage Genesis floor is protected.
888-235-6672 | metroflorusa.com
In laboratory side-by-side tests, Engage Genesis treated with Ultra-Fresh outperformed the leading competitor’s WPC product in inhibiting mold growth.
Watch Engage Genesis outperform the competition!
Ultra-Fresh is a registered trademark of Thomson Research Associates Inc.