Article Number : 4553 |
|
Article Detail |
|
 | |
| Date | 6/10/2009 7:01:30 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4553 |
| Abstract | It may sound cliché, but the best retailers always seem to find bright spots even in the toughest of times. This point was validated at the recent National Floorcovering Alliance convention in Cabo. Whether it’s a particular aspect of the business or a specific event, the common thread is these dealers are not standing still. In fact, many are downright aggressive. Take Pierce Flooring & Design with seven stores throughout Montana... |
| Article | It may sound cliché, but the best retailers always seem to find bright spots even in the toughest of times. This point was validated at the recent National Floorcovering Alliance convention in Cabo. Whether it’s a particular aspect of the business or a specific event, the common thread is these dealers are not standing still. In fact, many are downright aggressive. Take Pierce Flooring & Design with seven stores throughout Montana. Yes, the state has not been as adversely affected by the recession as so many others. But the company views a tough economy as an opportunity to increase market share, “an opportunity for us to figure out how to be more efficient,” John Pierce noted. Pierce revealed that a recent one-day private sale yielded numbers in excess of $800,000, citing the support of his vendors. But that’s not all that’s driving business these days. Pierce recently launched its new Web site, Creating Your Space, which has generated a bunch of leads. It’s a tool the World Floor Covering Association has been promoting for some time. Sales are also working for Sam Kinnaird’s Flooring Outlet in Louisville, Ky. Jim Mudd, vice president, told me his February warehouse sale produced a record turnout. “We did about 250 transactions,” he said. Then in March, more people showed up for the annual Stainmaster sale than in 2008 despite one fewer store. Mudd put it in perspective: “If you can show consumers enough value, they will come out. What we’re finding right now is when you are not having sales, customers are not coming in.” This theme was echoed throughout the NFA. Star Flooring in Wichita, Kan., recently held a two-week “$70 install sale” to celebrate its 70th anniversary. While the average price point was down from the norm, the retailer “got well over 100 transactions out of it,” according to Roger Voge. While many retailers are offering sales events, some are taking a more creative route. Over at Carpet Mill Outlet in Denver, Jim Jensen, president, told me they have done “more donating than anything,” which is returning serious dividends. “We did some facility work for the Denver Rescue Mission, a homeless shelter, and we include that in our literature. People are responsive to people helping other people. But just the referral business we received from the Mission was worth it.” Then there’s Clyde Cumbie, owner of Carpet Exchange in Dallas, who subscribes to the theory that the economy has “rendered opportunities.” Exemplifying the word proactive, instead of cutting people, he chose to open a new store and transfer two of his salespeople. “There were mistakes made [by the previous owners] at that location and we will look to capitalize.” But that’s not all. Cumbie doubled his commercial sales team earlier in the year and is also rolling out a shop-at-home van. And he also has not cut back one cent on his advertising. All this goes to show that when the going gets tough, the tough step up their game. |