The economy continues to present headwinds for flooring retailers. While many are experiencing challenges—less foot traffic, increased costs, uneven sales—there’s one important thing you, the RSA or store owner, can always control: the customer experience.
When customers walk into your showroom, the ultimate goal is to help them buy a floor they’ll love. But that goal should include making the experience easy and enjoyable, because it’s a real opportunity to differentiate your business from competitors. We all know what it’s like to have an exceptional customer experience: a restaurant, a car dealership or even a smooth experience with an online order. People notice and remember a great experience—just like they notice and remember when the experience is not so great. By differentiating your business with high-level service, you create the potential to win repeat business and generate positive word of mouth, on top of making the initial sale.
So, let’s establish what customer service means in your showroom:
1. The environment and product assortment
2. You!
A flooring purchase can be daunting for homeowners. It’s often a significant investment, and there are a lot of options. Your expertise about products, installation and trends will instill confidence.
Your people skills are just as important. The ability to ask the right questions, to listen and to communicate effectively are essential to learning what customers need, which is the best way to guide them to a floor they’ll love.
Bottom line: You have an opportunity to make a big impression with every single customer who walks through the door.
Conversation and inspiration
While most homeowners looking for a new luxury vinyl floor are thinking about style and color, your first order of business should be helping them understand the differences between the gluedown, loose lay and rigid core formats, then determining which is best for their project. That conversation is essential for ensuring a successful installation—i.e., a floor that looks and performs as expected.
There are a number of considerations to explore when determining the right format: Where is the floor being installed, and what are the site conditions? Are they interested in a custom lay pattern or design elements such as borders or inlays? Is it important to avoid expansion gaps and transition strips?
Helping her choose the right style, color
Once the installation format is determined, you can turn your attention to helping the customer select the right style and color. Some customers have a good idea what they want, but for those who don’t, be prepared to provide inspiration beyond what they’re seeing in the displays. Have visual resources like catalogs and magazines handy. Piece together a mood board with paint swatches and materials. Online visualizers are an excellent tool for helping customers envision what a floor will look like in fully furnished space.
No two customers are identical, but you can provide all of them with the same great experience by asking, listening and using your expertise to guide them to the perfect floor for their situation.
You have an opportunity to make a big impression with every single customer who walks through the door.
Julie Thomas is the senior retail channel marketing manager for Karndean Designflooring, serving the company and its retailer partners with a unique combination of expertise in interior design, color theory, merchandising and residential flooring.
