Some of the major hardwood flooring manufacturers have announced the launch of the Real Wood Coalition in partnership with Floor Covering News. The goal of the group is to promote the sale of solid and engineered hardwood flooring. Launch date will be first quarter 2021.
“Hardwood flooring has been under pressure from all the waterproof products in general and, more specifically, what I call the hybrid category—a thin wood veneer on top of a rigid core,” said Steven Feldman, publisher. “While hardwood flooring manufacturers have seen a decline in both solid and engineered wood sales, flooring retailers are also feeling the pinch as profit dollars are not as strong on waterproof or hybrid products as they are on genuine hardwood.”
Manufacturers say the timing is right to re-educate retailers on the value of hardwood flooring and the opportunity it presents for increased sales dollars. Why? People are relocating in droves. Whether to escape the city or the need for larger living spaces, the existing home sales market is booming. And the fact remains that flooring is often replaced within a year of people moving into their new homes.
“This represents an opportunity for hardwood; we just need to retrain retailers and salespeople on the value of wood and teach them how to sell it to consumers,” Feldman added.
The Real Wood Coalition, which will carry the tagline, “Keeping It Real,” is a campaign that will promote the features and benefits of solid and engineered hardwood. It is designed to create awareness similar to campaigns like “Pork: The Other White Meat” or “Got Milk?” It is also designed to educate retailers and RSAs on the product itself as well as how to successfully promote, market, position and sell different types of wood flooring to consumers who may be predisposed to other flooring alternatives.
This initiative will hopefully increase sales for hardwood manufacturers and generate greater profit dollars for flooring retailers. The campaign will include print and digital exposure using FCNews’ many platforms as well as those of each member. As the year progresses, webinars and videos will be part of the campaign.