Article Number : 2376 |
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| Date | 8/30/2007 9:36:42 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=2376 |
| Abstract | BY LUC ROBITAILLE/Vice president of marketing, Boa-Franc Studies show consumers choose a hardwood floor based on look and color and not on technology. Their first concern is finding a product that matches their new décor... |
| Article | BY LUC ROBITAILLE/Vice president of marketing, Boa-Franc Studies show consumers choose a hardwood floor based on look and color and not on technology. Their first concern is finding a product that matches their new décor. With the wide selection of products available, consumers need a clear and simple process to help them in their choices. It benefits a dealer to change its sales approach to focus on style and color first. It’s much easier to guide the customer through more specific decisions such as which collection, luster or type of installation to consider. One thing everyone should keep in mind: Simplifying the buying process for consumers is a sure winner. In order to help the customer choose, we strongly recommend organizing the samples according to different color ranges, because the most common selection method is as follows: 1. The customer walks into the store with an idea of what she wants. She knows she needs to find something in a golden, brownish, reddish or other color. 2. If she’s looking for a natural stain, she’ll consider the grade selection as a variation on the color. 3. The salesperson can advise her on the choice of species according to the lifestyle of the home’s occupants and whether she prefers a wood with more or less character. 4. The width of the strips is also a matter of preference and may be chosen according to the size of the floor being covered. 5. The level of gloss also contributes to the ambiance and is more often than not simply a question of taste. 6. Finally, the customer will have to choose the application technology (solid, engineered, glueless etc.) At this stage, you can often advise and direct the customer in order to help select the product that is best suited to her needs and environment. As an example, Mirage recently simplified buying decisions and increased its focus on desired look and quality. New marketing materials accompany the revised sales process and highlight stain color selection. As part of this new merchandising approach, the collections and series have also been reorganized and are grouped by color and design appeal. Once the color palette is determined, customers then select the species and widths necessary to achieve the desired ambience and look, regardless of the application technology that comes at the very end of the buying process. Close attention to customer needs and a thorough understanding of products is the key to success. This approach greatly benefits the consumers: It’s more in line with their intuitive purchasing process, it makes the process easier while guiding their selection, they can relate to the approach and feel understood right from the start, and finally, the guided selection process greatly reduces any possible confusion. |