Issuu

CANADA’S FLOOR COVERING MAGAZINE

June/July 2021

THEN & NOW

Westinghouse HQ

SHOPPING THE WEB

Most common hurdles to making it as an online retailer

PM 40063056

TOP FIVE LATEST TILE FLOORING TRENDS SEPARATING SEALER FACTS FROM FICTION TIPS TO IMPROVE CUSTOMER SATISFACTION

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Vol. 46, No. 3 www.coveringscanada.ca

CANADA’S FLOOR COVERING MAGAZINE

CONTENTS JUNE/JULY 2021

FEATURES 8 10

Off the Runway Tile design takes cue from high fashion To Seal or Not to Seal Understanding the role of this finishing treatment

14 Conquering E-commerce Online sales offer opportunity for growth but obstacles abound 17 Small but Mighty Five ways local businesses can improve customer satisfaction

Photo courtesy Ames Tile & Stone

COLUMNS

DEPARTMENTS

22 THEN & NOW

Product Showcase

Stats & Facts

Restoration of heritage building in Hamilton, Ont., uncovers historic past

From the Editor Rewriting the rules of retail

CANADA’S FLOOR COVERING MAGAZINE

June/July 2021

THEN & NOW

Westinghouse HQ

SHOPPING THE WEB

Most common hurdles to making it as an online retailer

TOP FIVE LATEST TILE FLOORING TRENDS

Cover photo by Banko Media

PM 40063056

Installation Matters Larger format tile presents bigger installation challenges

Coverings_May_June_2021.indd 1

Canada’s floor covering magazine \\

SEPARATING SEALER FACTS FROM FICTION TIPS TO IMPROVE CUSTOMER SATISFACTION

2021-07-05 12:04 PM

FROM THE EDITOR

REWRITING THE RULES OF RETAIL WHILE ONLINE SHOPPING has been on the rise for years, it has exploded during the pandemic. Personally, I can attest that my retail habits have changed and with the reopening of economies, I (like so many others) will continue to log onto the Internet instead of venturing to brick-and-mortar stores to make purchases simply because it’s more convenient, in most cases. I add this caveat because I have been frustrated by some big-name brands, which has soured me on them and prompted me to look to others, including smaller local retailers, to satisfy my shopping needs. This anecdote brings me to a key focus of this issue, business management, in which we delve into e-commerce and how businesses can succeed (and fail) at selling their products online. Quebec-based FloorBox serves as a shining example of how to create an Internet-only flooring store. I metaphorically sat down with founders Élie Ouzilleau and Sébastien Ball who provided insight into their company’s rapid growth. Whether selling flooring in-person, online or both, businesses should always be striving to improve customer satisfaction in order to retain and gain clients. This is the main takeaway from David Hepworth’s article, Small but Mighty, and is especially important for those competing against deep-pocketed bigbox stores as a point of differentiation. Podium’s director of sales provides tips specifically geared to local businesses to enhance the customer experience. Our flooring spotlight this issue is tile and stone. To begin, Stone Tile International’s technical services manager Bill Wright walks through installation challenges of and requirements for larger-sized panels. Then, we look at what’s trending in tile and address the age-old question of whether it should be sealed after installation. Rounding things out is our Then & Now column. As seen on the cover, Westinghouse Electric Corp.’s old Canadian headquarters in Hamilton, Ont., underwent a renewal at the architectural hands of local firm mcCallumSather, whose offices occupy the entire second floor of the heritage building. The iconic 1917-built structure, now simply known as Westinghouse HQ, features a mix of restored and new flooring that pays homage to the past while looking completely up-to-date for present day use. Have you worked on a project that you’d like to see featured in the magazine? I’d love to hear about it! Please submit to claret@mediaedge.ca for consideration.

Clare Tattersall

PUBLISHER

CO-PUBLISHER

Jason Krulicki

Dan Gnocato

EDITOR

SENIOR DESIGNER

claret@mediaedge.ca

annettec@mediaedge.ca

jasonk@mediaedge.ca

Clare Tattersall

dang@mediaedge.ca

Annette Carlucci

PRESIDENT

PRODUCTION MANAGER

kevinb@mediaedge.ca

rachels@mediaedge.ca

Kevin Brown

Rachel Selbie

CIRCULATION

circulation@mediaedge.ca

Coverings is published six times annually, Jan./Feb., Mar./Apr., May/June, July/Aug., Sept./Oct. and Nov./Dec., for Canada’s floor covering industry. Subscriptions are free to qualified participants in Canada’s floor covering industry. Subscribe at www.coveringscanada.ca. Readers from outside Canada may purchase subscriptions for $55 Cdn. For subscription inquiries, e-mail circulation@mediaedge.ca. Return undeliverable Canadian addresses to: Coverings 2001 Sheppard Avenue East, Suite 500, Toronto, Ontario M2J 4Z8 MediaEdge Communications and Coverings disclaim any warranty as to the accuracy, completeness or currency of the contents of this publication and disclaims all liability in respect to the results of any action taken or not taken in reliance upon information in this publication. The opinions of the columnists and writers are their own and are in no way influenced by or representative of the opinions of Coverings or MediaEdge Communications. Copyright 2021 Canada Post Canadian Publications Mail Sales Product Agreement No. 40063056 ISSN 0834-3357

\\ June/July 2021

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INSTALLATION MATTERS

BIGGER TILE, BIGGER CHALLENGES

Installation requirements for larger-sized panels more stringent By Bill Wright

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INSTALLATION MATTERS

he designer trend toward larger format porcelain and natural stone tile that requires fewer grout joints continues in 2021. Many newer sizes — 600x600 millimetres (mm), 750x750 mm, 900x900 mm, 1000x3000 mm and1200x1200 mm (up to 1620x3240 mm) — have become popular. With these massive panel formats, more stringent requirements for substrate flatness, anti-fracture membranes, proper setting material systems and expansion joint layouts must be followed. Preparation of the substrate is key to a successful outcome. Floors must be flat to 2 mm across (3.049 mm at a maximum). These strict criteria are necessary to avoid any lippage between tiles. Lippage is a dangerous trip hazard on a floor and must be avoided.

PROPER INSTALLATION METHODS

In new construction where floors will be installed over concrete, specify to allow for a depressed slab of two to three inches. The porcelain or stone tile is then placed into a mortar bed (mix of sand, cement and a binder) over a 6 mm poly slip sheet. This installation method is more than 2,000 years old and allows to adjust for unevenness in the subfloor and achieve a flat outcome without any trip hazards. It is also an economical solution, with an average cost of $1 to $2 per square foot for labour and materials. Self-levellers are often used for retrofit installations. Many allow for buildup from a feathered edge to 12 mm thick. These may be used over old adhesive residue, existing tile and other difficult substrates; however, it is best to consult with the mortar systems supplier. The average cost is $3 per square foot for labour and materials. Bonded and unbonded anti-fracture membranes are available for both new and retrofit installations. These membranes allow for independent movement between the tile and substrate. The bonded version is installed onto the subfloor with either mortar or a special adhesive on the level or levelled substrate. The unbonded option simply floats atop the existing flat subfloor and the tile is bonded directly to the membrane mat. As an added benefit, this system can be laid out over substrates that are difficult to tile over, such as old vinyl and linoleum floors or painted or treated concrete. With often little or no floor preparation required, it also saves time and, subsequently, money.

A CLOSER LOOK AT MORTAR

Many mortar manufacturers have developed systems to support these heavier, larger tiles. Installers require increased working time to comb the mortar over the substrate and back butter the tile. Increased non-sag capabilities are also important when installing floors. Often, tile suppliers will have recommendations for proper installation of products and systems. Follow their guidance to ensure success. Remember, they consult clients and specifiers daily on their use and installation product requirements. JOINT DESIGN CRITERIA

Plan to have perimeter joints and expansion joints, as required by industry guidelines in Terrazzo Tile and Marble Association of Canada detail 310MJ. For interior tile applications, control joints must be spaced at intervals of 4,800 mm to 6,100 mm in each direction. The minimum joint width is 6 mm. In areas exposed to moisture or direct sunlight, and for above-grade concrete slab substrates, the spacing placement is reduced to 2,400 to 3,700 mm apart in each direction. Again, the minimum joint width is 6 mm. Due to high temperature fluctuations, use a minimum 10 mm wide control joint spaced at intervals from 2,440 to 3,600 mm apart in each direction for exterior tile applications. In areas of extreme temperature variations (more than 40 C) between summer highs and winter lows, the joint width should be a minimum of 13 mm. In 2020, zigzag or zipper expansion joint patterns were approved. Installers can now follow the grout joints. This creates a cleaner-looking appearance as the pieces don’t have to be cut up to include the expansion joint. NEW TILING TOOLS

Bigger tile formats require the use of new handling tools to ensure a successful and attractive installation. Suction cups or an aluminum handling frame for moving these pieces are a must. Large, portable, lightweight tile cutters and tile water saws are now available to installers.

Bill Wright is the technical services manager at Stone Tile International, heading its training and education department. Canada’s floor covering magazine \\

TILE & STONE

OFF THE RUNWAY Tile design takes cue from high fashion

By Nicole Goetz

living spaces, providing a much-needed break from the bright lights and reflective screens. This earthy colour palette is timeless and helps create a more Zen experience. SEEING GREEN

In the wilderness where Wi-Fi is weak, deeper connections are made. This is where the thriving green colour trends originated — amongst the trees, plants and moss. In today’s fashion, there are many different shades from mint green to emerald. This is also influenced by increased awareness of sustainability and climate change. Replicating a variety of greens in bold or subtle patterns makes it possible to create a personal private oasis. PLAYFUL PASTELS AND SHAPES

Photo courtesy Ames Tile & Stone

ilan fashion week served as a reminder of the long-standing impact the fashion industry has on tile trends. Many of the top tile manufacturers are based in Italy, known for its beautiful textiles and cutting-edge design, so it is only natural that they draw inspiration from runway influences. All this inspiration had to be taken in virtually this year, not only in Italy but globally. The worldwide pandemic has caused society to withdraw and this seclusion has led people to find their own personal style and level of comfort, making their homes a reflection of themselves. Just as individuals are unique, this year’s ‘looks’ have something for everyone. Here’s what’s hot in fashion that is shaping tile trends in 2021. OVERSIZED EVERYTHING

Comfort is the key takeaway of today’s new lifestyle, so it’s no wonder big blazers 8

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and wide-leg pants are in vogue. This translates seamlessly into the current tile trend of oversized gauged porcelain panels in sizes as large as five-feet by 10feet. They create a feeling of space and openness, allowing the eyes and mind to find calm in an uncertain world.

A spectrum of colours that reflect joy and optimism for the future is blooming this season. The pastel palette seen on the runways ranges from buttery and soft to bright and beaming. Sharp shoulder design elements seen in the cuts of tops and blazers are also having a ripple effect, resulting in the creation of fun shapes in ceramics with elongated hexagons, pentagons, triangles and chevrons.

NATURE’S NEUTRALS

With technology fatigue and constant stimulation, there is yearning to go back to deep-rooted foundations to feel more grounded. A choice of neutral colour tones keeps anxiety at bay. Textiles of natural fabrics in sandy browns and warm clay act like a big hug. Matte finish tiles with a similar organic colour palette do the same for

BLACK AND WHITE

Bold and beautiful, black and white always makes a statement and goes with everything. The striking contrast between the two is mirrored in large, gauged porcelain panels. Using the most basic colour pattern can also lend itself well to a classic design.

Nicole Goetz is the business development leader at Ames Tile & Stone. Nicole has an education in interior design and has been in the floor covering industry for more that 16 years. Ames Tile & Stone is the exclusive dealer in Western Canada of Fiandre Maximum gauged porcelain panels, which has more than 64 colour options.

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TILE & STONE

TO SEAL OR NOT TO SEAL Understanding the role of this finishing treatment By Rod Sigman

ne of the most common questions regarding the sealing of tile and stone is whether it’s actually necessary. The idea of sealing tile assemblies is often ignored completely, leading to stained or damaged installations and unhappy customers. On the other hand, the benefits of sealers can be oversold by manufacturers or distributors and are often misunderstood by contractors and end users.

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With the exception of glazed ceramic, most porcelain tile and a select few natural stones, sealer is highly recommended to help preserve the beautiful appearance of newly completed work, when properly chosen and applied. Understanding the role of sealers and managing expectations is essential to ensuring their correct use and ultimate success. WHY USE A SEALER

Cement grouts, unglazed ceramic tiles and

most natural stones have a high degree of porosity, meaning these materials absorb water along with any other substances upon contact. While none is bullet-proof, an intact sealer can help prevent staining from colourless minerals found in water, as well as highly pigmented items like wine or coffee. All sealers are designed to create a barrier to contamination by blocking absorption. Of course, sealers are available in different levels of protection from economy to premium.

TILE & STONE

If the objective is to repel dirt and mud and prevent common water-based stains, then a general water and stain repellent will work just fine. However, if food or exposure to harsh chemical and cleaning agents is a concern, or the goal is to provide the highest level of protection, then a premium water and stain repellent is required. SELECTING THE RIGHT TYPE

There are many different forms and types of sealers but by their nature, most fall into one of two categories: penetrating/ impregnating or surface/topical. This is determined by whether they leave a coating on the surface of the material being sealed. The various sealers may or may not change the appearance of the tile or stone and can be water or solvent-based. Some, such as many solvent-based sealers, may have odours and fumes that can require special precautions and steps for safe usage. Testing tile and stone, both sealed and unsealed, with contaminants common to the area of installation is also important to choosing the right sealer.

While none is bullet-proof, an intact sealer can help prevent staining from colourless minerals found in water, as well as highly pigmented items like wine or coffee. grout in a public location like a school or transit station, and tile in a restaurant are all examples of materials that are going to come into contact with contaminants on a regular basis. Be sure to follow the manufacturer’s recommendations for the number of applications based on the tile or stone’s absorption and overall square footage. Highly porous tile or stone naturally requires more coats to obtain the full benefit of sealing. Otherwise, the sealer is stretched too thin and adequate coverage and overall stain resistance is not achieved. SEALING FREQUENCY

Sealers will need to be reapplied over time, with frequency depending on

the installed material, its location and usage conditions, and the type of sealer originally employed. Highly porous stone, exterior or highly exposed positions, and topical (versus penetrating) sealers may all require more frequent reapplication. The cleaning regimen and products used will also affect the longevity of the sealer. Harsh household or commercial cleansers can strip sealers and damage the assembly. Always use a pH neutral cleaner designed for tile, stone and grout. The end user should periodically test for water penetration during routine cleaning; if the surface darkens, demonstrating water absorption, it is time to reseal.

APPLICATION CONSIDERATIONS

Application comes down to the specific stone or other material plus the location of the installation and likelihood of staining agents. Natural stone that is outside and exposed to the elements,

Rod Sigman is the business development manager for technical installation and care products at Custom Building Products. Ron has worked for the company for 28 years supporting Aqua Mix in various roles, including training and education for national accounts, job inspections, product specifications, and product research and development. He is also a frequent speaker at trade shows like Coverings, Surfaces and Total Solutions Plus.

THE DOS AND DON’TS OF SEALERS

Sealer is a necessary component of the installation process for unglazed ceramic tiles and most natural stones, but this doesn’t mean it’s going to solve all problems related to these types of floor surfaces. Here are six things sealers don’t do: 1. 2. 3. 4. 5. 6.

Make an installation stain-proof Make an installation maintenance-free Allow the use of any cleaner for ongoing maintenance Last forever with one application Make sensitive tile or stone freeze-thaw stable Stop etching on calcium-based stone

Sealers do provide a given degree of stain resistance and reaction time; reduce ongoing maintenance requirements; preserve or enhance the appearance of tile or stone; minimize the severity of etching on calcium-based stone; provide longlasting protection when premium sealers are used; and reduce efflorescencerelated issues.

Canada’s floor covering magazine \\

Finishing and Care Made Easier. NEW Finishing and Care Pocket-Size Product Guide Everything you need to keep tile, stone and other flooring installations beautiful for years to come.

Proper cleaning and maintenance is key to keeping your flooring installation beautiful for years to come. This is why PROMA offers a line of advanced cleaners, sealers and maintenance products that offer optimum performance, while being gentle on flooring, finishes and the environment. Call your authorized PROMA distributor for more information.

PROMA Finishing and Care products meet the highest standards for Environment safety and are all tested by independent laboratories to assess that they all meet performance standards. Visit www.proma.ca or call toll-free at 1.866.51.PROMA (77662) for more information on PROMA Finishing and Care products.

BUSINESS MANAGEMENT

CONQUERING E-COMMERCE

Online sales offer opportunity for growth but obstacles abound By Clare Tattersall

rick-and-mortar and online retail have both been impacted by Covid-19 but in very different ways. Store sales have plummeted with forced closures brought about by government lockdown orders while e-commerce has soared. Élie Ouzilleau has experienced both the economic lows and highs of the pandemic as owner of VN Planchers Experts and co-founder of 14

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FloorBox — the only Canadian company to sell flooring exclusively online and deliver it countrywide. Amid Quebec’s first mandated shutdown and state of emergency in 2020, Ouzilleau almost simultaneously shuttered the doors of his specialty flooring store in Sherbrooke to in-person customers and rolled out the second version of FloorBox with business partner Sébastien Ball. The

timing of the launch, other than it being April Fool’s Day, couldn’t have been better. “The orders came in quickly,” says Ouzilleau, noting FloorBox has grown ten-fold since spring of last year. While the company’s rapid success has undoubtedly been influenced by the pandemic — it has accelerated the shift to online shopping and triggered changes in

BUSINESS MANAGEMENT

\\ Long-time friends Élie Ouzilleau (left) and Sébastien Ball (right) launched FloorBox in 2019.

consumer behaviours that are likely to have lasting effects — Ouzilleau says it would never have been achieved if it wasn’t for his and Ball’s careful planning. The longtime friends first discussed the idea of creating an online business specializing in floor coverings in February 2018, during a ski weekend at Massif du Sud outside Quebec City. They spent the ensuing six months researching the market and found people’s flooring needs weren’t well-served by what was on the web. Limited product offerings, the absence of material samples and excessively high transport costs due to the complexity of moving several flooring cartons or a skid cross-country made buying online unattractive to end-users. So, the duo set to work on developing a business model and prototype sales platform, leveraging their respective strengths — Ouzilleau’s involvement in the flooring industry and background working as

a financial consultant, and Ball’s experience in logistics and e-commerce order preparation as co-owner of Wiptec, an authority on ‘pick, pack and ship.’ “Going online isn’t a simple journey,” says Ouzilleau. “We had to meet with different suppliers and explain our e-commerce model as one didn’t yet exist for flooring. We also had to figure out how to satisfy consumers’ desire to see the merchandise before buying it, and create a logistics and delivery network.” In late fall 2019, Ouzilleau and Ball rolled out the first iteration of FloorBox — a rudimentary platform that offered 350 products delivered by two carriers. It was immediately apparent there was demand for their service, so they quickly got started on the next version of their e-commerce store. Thanks to having already established preliminary contacts with several major Canadian flooring distributors and manufacturers, it took just five months to get the current rendition online. The site offers more than 30,000 flooring products, as well as tools and accessories, from nearly 90 brands, including Beaulieu, Centura and Fuzion, all of which are directly delivered to homes and jobsites via a network of approximately 20 carriers. Before making a purchase, customers can order up to seven free samples, shipped at no cost and received within 24 to 48 hours. “Our goal is to make shopping for floor coverings simple and accessible,” says Ouzilleau. With that in mind, Ouzilleau and Ball are readying to launch the third version of FloorBox this summer. They say it will offer improved navigation and greater consumer selection with the addition of approximately 10,000 products, bringing the total to more than 40,000. It will also include specific tools for contractors, designers and installers, given FloorBox has seen increased usage by these groups. Industry professionals will be able to set up an account that provides ready access to their price lists, quotes, work by project and more. For distributors and manufacturers, they’ll have access to a web portal where they can see orders

in real-time, generate tracking numbers and manage back orders among a whole host of other functionalities. Along with these enhancements, the newest version will automate back end processes, such as order dispatch and transport booking, that are currently done manually and are labour intensive. This will alleviate pressure on existing personnel, says Ouzilleau. Even though FloorBox now employs 20 — it originally started as a company of three — he says the greatest challenge has been upsizing its workforce to keep pace with the rapidly expanding website and consumer demand, especially during the pandemic. “If you want to win in e-commerce, you have to continuously reinvent yourself and improve,” says Ouzilleau, adding they’re planning to soon introduce FloorBox to the U.S. market. “Once we launch the next version of the site, we’ll probably start working on the fourth.” Flooring industry expert John Simonson agrees that regular upgrades are necessary to sustain a profitable e-commerce business. This goes beyond just enhancing the site’s aesthetic to implementing improvements to increase its conversion rate, which refers to the percentage of visitors who complete a desired action on a website like making a purchase. All too often, companies create a digital retail platform with a ‘one and done’ mindset, says Simonson. This ultimately results in failure, though it is just one of many mistakes businesses make when trying to sell online. “Most flooring retailers have no clue what’s involved,” says the owner of Webstream Dynamics, a full-service digital marketing company that has been developing websites specifically for the flooring industry for more than 23 years. Other common pitfalls are underestimating the manpower needed to catalogue all products prior to launch, including descriptions, images and prices, and then running the online store. Simonson explains there’s a misconception that the web developer can obtain this information when in fact only Canada’s floor covering magazine \\

BUSINESS MANAGEMENT those who sell the products have authorization, so the onus is on the flooring dealer to retrieve all relevant details from the manufacturers. In his experience, this generally takes up to six months — more than double or triple the time required to actually build an e-commerce site. Once live, a sufficient number of employees is essential to properly answer consumer questions via e-mail or telephone and follow-up on inquiries.

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“It’s a lot of work,” says Simonson. “I’ve had clients that have closed down their e-commerce sites within six to 12 months because they didn’t have the full-time personnel commitment.” Then there are the shopping cart and logistics challenges, he continues, both of which add to the initial overhead cost of website development. (Simonson says businesses should expect to pay in the range of

$30,000, before marketing.) For instance, unlike buying apparel, flooring requires consumers to use an interactive calculator to convert square feet into cartons for pricing. This must be integrated into the e-commerce platform along with a payment processing system that accepts credit cards and other contactless payment methods, and a mechanism to calculate freight rates if the product is being shipped by a LTL (less-than-truckload) carrier. Once the site is complete, marketing and promotion is a necessary part of doing business online but it, too, is often neglected, says Simonson. “How else are you going to get found?” he asks in jest. This involves some serious ad spend if wanting to compete against the deeppocketed big-box home improvement retailers. To get on page one in Google’s search results, which generally captures 75 per cent or more of search traffic clicks, Simonson says businesses need to have their site optimized to achieve a higher ranking in organic listings and invest in pay-per-click advertising. This requires knowledge of how Google Ads works as well as a budget of up to $1,500 per month. Even so, ranking on the search engine’s first page isn’t guaranteed. “Most companies are scared off when I tell them how much it costs to build and host an e-commerce site,” says Simonson, who estimates 98 per cent of potential clients decide to forego their e-commerce plans and, upon his advice, sell their in-stock inventory online to local customers instead. “It’s a great opportunity for dealers, especially when they can offer customers the opportunity to pick up the product at the store,” he says, noting less than one per cent of independent floor covering retailers currently sell product on the Internet. The key to success is non-stop promotion and to constantly look for ways to increase online visibility, says Simonson. For instance, always be offering a special deal to give consumers an occasion to buy. Also, set up a Google My Business account, if it hasn’t been done already. This free, easy-to-use tool allows businesses to manage their online presence across Google, and attract and engage customers. “There are a lot of opportunities out there for retailers but you have to put in the effort, otherwise you’re sunk before you begin,” he says.

BUSINESS MANAGEMENT

SMALL BUT MIGHTY

Five ways local businesses can improve customer satisfaction By David Hepworth

nhappy customers are a nightmare for smaller local businesses. They can lead to bad reviews, a damaged reputation and lost revenue. While it’s impossible to satisfy all customers all the time, it’s still important to consistently recognize they are valued and their opinions matter. Here are some marketing strategies to follow to keep (most) customers content.

Collect Consumer Feedback

One customer experience survey found only one out of every 26 customers complain; the rest will keep quiet and move on to another business. Lost customers mean lost profits. With fierce competition from big-box stores, it’s necessary for local retailers to retain existing customers. This can be achieved by simply getting consumers to assess their business. A customer feedback survey doesn’t have to be long. It just needs to include the right questions to uncover valuable information about a business’s services. Open-ended questions are ideal to obtain overall feedback. Asking consumers to rate key aspects of their shopping experience also helps in this regard. Focus on Customer Service

Responsive customer service is key to attracting and retaining consumers. Moreover, people crave omnichannel support — 90 per cent of consumers expect companies to provide good customer service on different communication channels, says communications platform and IP voice network Voxbone. According to a report by business communications platform Nextiva, 73 per cent of consumers say friendly customer service representatives encourage them to stick to a brand. Ninety-six per cent believe it is an important factor that contributes to brand loyalty.

Businesses should make customer support hotlines available and ensure they are visible to consumers. Complaints or inquiries can be addressed by e-mail, social media, phone and live chat. Sales representatives should also be trained to identify needs and resolve issues in a respectful manner.

Optimize Product Pages

Customers often gather information before buying a flooring product to make sure their hard-earned money will not go to waste. They will read product descriptions, look at high-quality photos, watch demonstration videos, if available, and review customer ratings. Failure to include all these details on a website hinders their purchasing decision.

Be Social Online

Due to ongoing public health measures, social media use is on the rise. Many consumers discover new brands on their social feeds or conduct research through a brand’s social media accounts. Without an online presence, a business is limiting their reach, ability to increase their brand awareness and losing sales. Perhaps even worse, interaction with current customers is limited to face-toface contact, which isn’t very often. This makes it difficult for consumers to keep a retailer and their products top of mind.

Conduct Market Research

A lot of local retailers sell their products without insights about consumer demographics and attitudinal behaviours. However, such information helps a business understand how their customer base searches online and makes purchases so that they can effectively utilize their advertising and marketing spend. Retailers can conduct market research by encouraging customers to fill out a survey. Social media analytics tools are also great to gain insights about followers and a business’s target market.

David Hepworth is director of sales at Podium, a customer messaging and payments platform that enables companies with a local presence to conveniently connect with their customers at critical touch points to help them strengthen their business. David can be reached at david.hepworth@podium.com. Canada’s floor covering magazine \\

PRODUCT SHOWCASE

Karndean Designflooring has added seven stones to its Korlok Select rigid core range. The new stones are inspired by antique French cotta, Calacatta marble, slate and limestone. The Calacatta marble visual is available in two sizes: 18-inch by 24-inch tiles and a 6-inch by 24-inch herringbone format. Korlok Select features a fold-down locking mechanism and trademarked colour-coordinated and nonporous InteGrout. By eliminating the messy and time-consuming grouting process, the company says the stones can be installed and walked on in the same day. As well, at just one-third of the weight of the average samesized porcelain tile, they can be installed in any level of the home.

Marazzi’s Marble Obsession porcelain and ceramic tile offers the marble-look at a more affordable price and greater durability and cleanability than the natural stone. The series includes three unique marble visuals: Calacatta, which features a white background with dramatic veins in grey and golden tones; Arabascato, inspired by a white marble with light grey and a hint of rust in the veins; and Grigio, an attractive grey with white striations. The assortment is suitable for floors, walls, countertops and shower areas, and is available in different shapes, sizes and finishes. Mosaics include a 2 by 5 picket, 8-inch hex and a 6-inch arabesque.

Shaw Floors’ Coretec has added 10 new colours to its Plus HD line, eight inspired by oak and two by pine with tones ranging from light to medium to dark. The 7-inch by 60-inch planks are sleek but long, and adaptable to any design or sized space in the home. Four new colours have also been added to Coretec Pro Plus Enhanced with the goal of rejuvenating and contemporizing the current line. Calming oaks and maple in neutral tones offer subtle variation in a linear style. Each is offered in 7-inch by 48-inch plank that’s 5 millimitres thick. Both rigid core collections are marketed as waterproof, kid-proof and pet-proof.

Daich Coatings has revitalized its Terrazzo line of stone coatings for concrete, masonry, linoleum, vinyl and tile surfaces. The new formula offers a heavier stone filling for higher durability. While ideal for a basement or garage floor, the company says the self-priming product does extremely well when subjected to the elements and can be applied to walkways, porches, pool decks and patios, too. The decorative granite resurfacer comes in six pre-mixed colours: Silverado, Pearl Grey, Moonscape, Café, Glacier and Tangiers. A gallon covers up to 60 square feet of surface space.

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PRODUCT SHOWCASE

Factor by Tarkett is a resilient luxury vinyl tile (LVT) available in eight hues, complementary to the company’s new Guardian NXT soft surface colour palette. Colours can also be customized. The collection’s vibrant, digitally printed visual carries the warmth and texture of an open weave textile. Its durable performance is provided by a polyurethane coating that protects the LVT against scratches, scuffs, stains and abrasions. Format sizes include 6-inch by 6-inch and 18-inch by 18-inch tiles, and 6-inch by 36-inch planks, all 32 mil wear.

Life by Kahrs combines the beauty of wood with the practical properties of vinyl. The range of matte lacquered floors even passes the tests for heavy commercial use, which means it can withstand wear and tear and has outstanding impact resistance. This makes it ideal for numerous places like hotel rooms, conference areas, offices, homes and summer houses. With a total thickness of 7 millimetres, the company says Life’s ideal for renovation projects as it fits with most existing thresholds and doors. The flooring is available in different sizes, all of which are available in eight stained colours and two natural choices, pure oak and pure walnut.

Patcraft’s latest soft surface collection, States of Water, features a sweeping gradient and nature-influenced visuals designed to evoke a sense of calm and well-being. Its three styles — Glacial Ice, Tidal and Vaporous — blend different yarns that run across the width of the pattern, creating a unique colour shift designed to emulate the depth, motion and dimension seen in the various forms of water. Glacial Ice’s large-scale pattern is inspired by the cracks and crevices of ice formations. Tidal’s subtle texture and soft gradient captures the essence of crashing waves. Vaporous is a medium-scale pattern inspired by vapour and fog. States of Water is available in 24-inch by 24-inch carpet tiles and 11 colourways, including six brights and five neutrals.

Reversible Stair Risers from L. J. Smith Stair Systems create an entirely new look for an interior stairway. Geared to building industry professionals who want to set their home projects apart in the marketplace, the primed poplar risers have a shiplap design on one side and beaded planking on the other. Each reversible riser is 7.5 inches tall and three-quarters of an inch thick. They can be ordered in lengths of 48, 54 or 60 inches. Canada’s floor covering magazine \\

STATS & FACTS

$33.3 billion

5.7%

The estimated value of Canadian retail e-commerce sales of physical goods will be $33.3 billion US by 2024, up from $25.4 billion US in 2019. —Statista

Household spending rose in the fourth quarter of 2020, with lower income and older households (over 65 years) posting the largest increases. Despite the uptick in the second half of the year, overall consumption expenditure was down in 2020, compared with 2019. The youngest and highest income earners recorded the biggest declines, reducing their consumption expenditure by 5.7 and seven per cent, respectively.

279,055 The national trend in housing starts remained elevated in April at 279,055 units, up from 272,164 units in March. —Canada Mortgage and Housing Corp.

—Statistics Canada

$50.8 billion

The global market for wood flooring, which was estimated at $50.8 billion US last year, is projected to reach $70.2 billion US by 2026, at a compound annual growth rate (CAGR) of 5.5 per cent. Engineered wood is projected to grow at a six per cent CAGR to reach $47.6 billion US by 2026.

3.5%

—Global Industry Analysts Inc.

75%

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Almost three-quarters of Canadian homeowners are planning to improve their homes in 2021. The most popular projects will be outdoor work, including landscaping and decks, at 54 per cent. In second place is bathroom renovations (32 per cent), followed by kitchens (23 per cent). Basement renovations and appliance repair/replace round out the top five at 17 and 12 per cent, respectively.

Retail e-commerce rose from 3.5 per cent of total retail sales in 2019, to 5.9 per cent in 2020. In last December alone, online sales were up by more than two-thirds year-over-year to $4.7 billion. Almost one-fifth of businesses are likely to permanently increase their online sales capacity once the Covid19 pandemic is over.

—Homestars

—Statistics Canada

STATS & FACTS

31% 68% Radiant heating sales hit growth levels in the first quarter of 2021 that haven’t been seen in more than a decade, up over 31 per cent year-over-year. Increased optimism about the worldwide pandemic is likely one of the main factors behind this growth. The industry has also seen a shift in the types of floor coverings being paired with radiant heating. While tile continues to make up the majority of floor heating projects, it only accounted for 80.7 per cent of projects in the first quarter of 2021, as opposed to the typical 88 per cent. Vinyl, particularly luxury vinyl tile (LVT) and plank, made up 5.5 per cent of all floor heating projects during the same time period. This flooring material has been growing in popularity for the last couple of years. While tile will always be king in terms of total sales, this shift may represent a permanent change. Other flooring materials like LVT and engineered wood are going to play a crucial role moving forward, particularly as floor heating is applied to more rooms outside of the bathroom and kitchen.

—WarmlyYours

The price of lumber increased by 68 per cent between March 2020 and March 2021, while fabricated metal products and construction materials rose by nine per cent. Softwood lumber (11.9 per cent), veneer and plywood (20.1 per cent), and reconstituted wood products, which include medium-density fibreboard, (11.6 per cent) all increased. Despite much higher prices for various materials, overall demand for construction has accelerated, attributable in part to a desire for more living space during the pandemic and low interest rates. —Statistics Canada

84% Eighty-four per cent of small business owners want to see employment insurance (EI) premiums split equally between employers and employees. Nine in 10 small businesses would also welcome measures like refunding EI over-contributions, which currently are added to the EI account instead of being returned to them on their annual tax return as is the case for employees. Small business owners are supportive of making job bank registration mandatory to receive regular EI benefits (78 per cent), introducing an EI rebate for training (67 per cent) and incentives to hire young workers (68 per cent). —Canadian Federation for Independent Businesses

2.9%

Demand for hard surface flooring will continue to outpace that of carpets and rugs and strengthen its already dominant position in the global flooring market. It will increase 2.9 per cent a year to 17 billion square metres in 2024. Ceramic will account for the majority of non-resilient flooring demand. Vinyl products are expected to register strong growth because of their favourable aesthetics and performance properties.

—Freedonia Group Canada’s floor covering magazine \\

THEN & NOW

ONCE UPON A TIME Building restoration uncovers hints of Hamilton’s history By Drew Hauser

Photos courtesy Banko Media

t times, interior demolition of Westinghouse HQ and the new mcCallumSather offices on the second floor felt more like an archeological dig and a passion project for the designers. Guided by a rich photographic record hinting at what could be uncovered through 20 years of purely pragmatic renovation, mcCallumSather, together with its construction partners, peeled back the finishes to uncover many of the building’s historical features. (The exterior was protected by a heritage designation but the interior had no similar status.) The restoration of the hidden gems tells the story of the 1917-built Prack and Perrine-designed building. This included intricate plaster mouldings; structural clay tiles (or speed tiles, as they were commonly called in the 1900s); hand-laid, intricately detailed terrazzo and marble tile that lines the hallways and former boardroom areas; original maple wood flooring in the hidden theatre at the west end of the building; and the outline of a large fireplace in the former Westinghouse president’s private office — now mcCallumSather’s collaborative design centre and gathering space. On the second floor, one of the most distinctive features is a set of black steel trusses that hold up the expansive historic theatre space on the first floor. The design team immediately saw their potential, leaving them exposed and incorporating them into the layout, protected by an intumescent paint to increase their fire rating. The 10,000-square-foot rectangular layout was organized into zones with both quiet and collaborate areas, and dynamic

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breakout areas scattered throughout. Acoustic panels were installed on the ceilings and as wall coverings in strategic zones to control noise, which is vital to make an open working environment successful. Almost two-thirds of the flooring in the workspace are original finishes, while the remainder is covered by an interlocking carpet flooring system for added acoustic control and comfort. The carpet is designed with lower face weights and high recycled content in both the fibre and backing. With no latex backing, it contains zero calculated volatile organic compounds. The workspace was recognized with an Award of Merit in 2019, by the Association of Registered Interior Designers of Ontario, and an Ontario Green Building Award for tenant improvement that same year, presented by the Canada Green Building Council. In 2020, Westinghouse HQ won Architectural Conservancy Ontario’s coveted Peter Stokes Restoration Award and National Trust for Canada’s Ecclesiastical Insurance Cornerstone Award.

Drew Hauser is director of design and business development at mcCallumSather. Celebrating its 25th anniversary this year, the multi-disciplinary, integrated design firm based in Hamilton, Ont., has a clear purpose — the design of a more resilient world through the advancement of sustainable design intelligence. Drew can be reached at drewh@mccallumsather.com.

Before we create any ﬂooring, we consider the goals and safety of those who choose, install, use and maintain it—as well as the health of our planet, now and for generations to come. Learn more about Tarkett Human-Conscious Design™ and our broad portfolio of surfaces at commercial.tarkett.com/en_US Education • Healthcare • Retail • Workplace

Surfaces shaped around you.

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