Carpet with confidence The Carpet Foundation has grown up into the retailers’ champion The Carpet Foundation is coming of age, celebrating its 21st anniversary with a new found confidence as the retailer’s champion in the ever more complex UK marketplace. The Foundation has matured into a formidable fighting force for the flooring retail trade with a toolkit of business services covering promotional, legal, professional and environmental issues that helps independents retain their independence. It’s marking its birthday with the announcement of a major consumer advertising campaign that will boost carpets with 1 million appearances on home interest magazine websites (see panel). And the Foundation is out to find 100 more retailers who can measure up to its set of uncompromising standards, and benefit from marketing promotion with some of the best credentials in the business - the Foundation’s Code of Practice. MEETING THE CHALLENGES The Foundation was formed 21 years ago as a response to the new challenge from the chain stores – primarily Allied Carpets and Carpetright. “The chains were on a mission to wipe out the high street stores and nobody was promoting the independent retailers,” says Andrew Stanbridge, The Carpet Foundation’s chief executive since 2011. “The retail chains had deep pockets and big advertising budgets. Independent retailers were worried and it was a challenge for manufacturers too as the chains force down margins,” said Andrew.
Why you should buy your carpet from a Carpet Foundation retail member
WHAT IS THE FOUNDATION FOR? The Carpet Foundation promotes and protects the carpet industry on every level but its key remit is to enhance the status and performance of its retailer members to do better business. That membership is an exclusive club – about 400 stores at present which the Board would like to grow to about 500 members. But the Foundation is fussy about who gets in – standards are high, but then so are the benefits. So what are the ingredients of the Foundation’s success... Audited membership – retailers seeking to join the Foundation are carefully assessed for their suitability. Their quality, reliability and presentation is assessed during a detailed recruitment process targeted on retailers serving the middle to upper market.
You will get these benefits: • • • • • • •
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Impartial Professional Advice Written Terms of Business Written Quotations Deposit Safeguards Free Extended Guarantees A Free Installation Guarantee After Sales Procedures
Code of Practice – The Foundation has developed a Code of Practice approved by the Chartered Trading Standards Institute which members must adhere to. Under that approval, the Foundation is required to spot check a third of its members each year, even using mystery shoppers to assess standards. Professional promotion – most of the members’ fees goes towards joint promotion in home interest magazines, online and social media, directing consumers to the Carpet Foundation website with a ‘find you local retailer’ service.
Consumer confidence – The Foundation promotes its members as ‘Local Carpet Experts’ operating within a secure package of credentials underwritten by the Code of Practice, plus an Alternative Dispute Resolution (ADR) service to resolve issues and complaints, and a Deposit Protection Scheme. Expertise and advice – the Foundation offers a wide range of information to consumers including carpet selection, trends and styles, underlay and buying advance and tackles issues such as asthma, indoor air quality, recycling and underfloor heating. The Foundation also operates as a forum for its own members to raise questions and concerns, share experience and knowledge.
“Our members can set themselves apart,” says Andrew. “This is all about differentiation – our members are better than the next guy and they can prove it.” Interested in finding out more about membership? Call Lesley Branford on 01562 755568 or email admin1@carpetfoundation.com THE STOCKLISTS December 2021