Anaheim, Calif.—Today, the World Floor Covering Association (WFCA) announced the launch of a new initiative designed to aid consumers by demystifying 
floor covering, thus shortening the buying process. Called “Every Floor Has Its Place”, the series features Tom Jennings, a retail expert and longtime executive in the flooring industry, who has been working with WFCA on an ongoing basis writing and creating “More Than A Floor” training episodes for industry professionals, as well as serving as an industry spokesperson for the association.
The consumer-friendly episodes were created to help ease the shopping experience for customers in the market for floor covering. Extensive category research sponsored by WFCA revealed that consumer’s primary concerns when buying flooring is lack of available information, finding a reputable retailer and pricing. The new consumer series will address all of these chief concerns and more.
A few topics for the series include: “Viewing Floor Samples in Your Home”, “Being Comfortable With Your Sales Advisor”, “Do It Yourself or Hire a Professional?,” “What to Bring With You to the Retailer” and “Understanding the Estimate.” For the initial launch ten 2-minute scripts were created.
“The ‘More Than A Floor’ series where Tom has emphasized how to focus on the needs of the customer, resonated so well with industry audiences it became obvious to extend the programming to the consumer market,” said D. Christopher Davis, President and Chief Executive Officer of the World Floor Covering Association. “Tom is one of the most honorable and approachable professionals I have ever met. He is the perfect candidate to deliver information and news on a topic that many consumers find overwhelming and intimidating.”
The series will be promoted and available on wfca.org and on YouTube.