Article Number : 5120 |
|
Article Detail |
|
 | |
| Date | 12/9/2009 9:14:53 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5120 |
| Abstract | By Matthew Spieler LAS VEGAS—What are successful retailers doing to stay afloat in the choppy economy? What strategies and tools are they employing to help them for years to come? The answers to these and other questions on facing the challenges of... |
| Article | By Matthew Spieler LAS VEGAS—What are successful retailers doing to stay afloat in the choppy economy? What strategies and tools are they employing to help them for years to come? The answers to these and other questions on facing the challenges of today and tomorrow— and winning—will help kick off Surfaces 2010 during a 90-minute powerhouse session that features top executives from six of the industry’s largest retail and contractor buying groups. Kelly Cooper, marketing manager for Surfaces, said because the market’s core demographic is the retailer, it was felt it would be important to not only continue focus on this segment but “to hear about their recent struggles and triumphs and survival strategies for 2010.” This year’s panel certainly focuses on the flooring dealer as collectively it represents approximately 4,000 retail locations doing more $7 billion annually. The opening day general session, “Facing Challenges and Winning: A Retail Power Panel,” is being co-sponsored by FloorCovering News and Armstrong World Industries, and includes Ron Dunn, co-CEO of Alliance Flooring, parent company to such groups as CarpetsPlus of America/Color Tile; Jeffrey Macco, president of the National Floorcovering Association (NFA), whose members are considered the market leaders in their areas; Jeanne Matson, president of StarNet Worldwide, the industry’s largest group of flooring contractors; Scott Perron, president of Big Bob’s Flooring Outlet, one of the industry’s most successful cash-and-carry operations; Steve Silverman, president of Abby Carpet Co., the industry’s oldest national franchise; Bruce Weber, founder and CEO of American Homes Surfaces Group, a national group of specialty stores, commercial dealers, new home contractors and more, and Vinnie Virga, president of Flooring America, part of the CCA Global Partners network. “Surfaces is all about supporting the industry and these groups are a big part of the floor covering industry,” Cooper noted. “We felt that they could provide a very broad perspective. We also wanted to make sure that the speakers could hold a large crowd’s attention. They needed to be dynamic speakers and we believe that this group has that capability.” She added because they are home to not just thousands of retailers, but many of its most successful ones, the panelists “represent many of our attendees and those who may not have been at the show in several years for one reason or another.” The 2010 session follows the successful panel discussion at the last Surfaces that featured top executives from six of the industry’s leading suppliers sharing their views on the economy and what their companies were doing about it to help retailers for 2009 and beyond. For the approximately 1,000 people who attended the 2009 session, one similarity to it will be the session’s moderator, Gerri Willis, financial correspondent for CNN. Cooper said Willis was invited back based “on the positive feedback we received about her. She did a fantastic job and really did her homework. When invited back, she was available and very excited about the return engagement.” The format will be generally the same and panelists will be asked to take questions from the audience. “This is a format that Willis encourages,” Cooper explained, saying it can happen in two ways: questions can be solicited from attendees prior to the event and given to the panelists in advance or Willis can take live questions from the audience members. Exact details will be worked out when Surfaces officials meet with the panelists, moderator and sponsors this month, she added. Panelists’ comments While the panelists will not be sharing “state secrets” with their competitors on stage or in the audience, each noted a genuine desire to participate with the hope of bringing a different perspective to the table. One of the most excited is Perron who, as part of the Surfaces Retail Advisory Council, helped conceive the idea for the upcoming event. “Sure, we won’t be giving away proprietary information but within our programs we all have things we can share that will be relevant to audience members. Retail groups, though adversarial and competitive, all have views to build success for their members. The idea is not for this to be a battle on stage. Six of the industry’s best groups will be sharing the podium and we want this to be beneficial for the audience— from how these times are changing the way advertising is being done to the use of the Internet and social media. Everyone is struggling to get a handle on these things.” Virga agreed there are a variety of things the groups do that are not proprietary and “we can share that—basically best practices to be successful. The panel represents different types of organizations that go about ways to make members successful so it can bring ideas to the audience that will be beneficial overall.” One of the ways they can do this, noted Weber, is relaying things that multiple retailers across the country have had to deal with, based on the bird’s eye view afforded by executives of these national groups. “In representing more than 500 members, I know first-hand how many flooring businesses have had to re-invent themselves over the past 12 months in order to survive and thrive. I look forward to sharing with the audience—and hearing from them as well—key aspects that will help the independent business dealer succeed in 2010 and beyond.” While panelists do not necessarily want to help their competitors, they realize that in the long run it can beneficial for their members as well. “I’m interested in helping others,” Virga explained. “By making everyone successful it will raise the bar for the industry and can only help those who are aligned with us.” Silverman, who immediately accepted being on the panel without knowing who else was going to be on it, added, “Whenever there is an opportunity to talk to retailers to let them know first hand what’s available to them and how you can help, you should take advantage of the opportunity. As leaders, we owe something to the industry. If we can help it improve its overall appearance to the consumer and as a result improve her life/home, then it helps everyone in the industry.” He stressed independent dealers with no desire to join a buying group should still attend the session. “The worst thing that can happen by attending is you learn a little bit that you can apply to your business—even without having to join a group.” Macco agreed, and added, “No education is ever a waste. If you can get something to bring back home, fantastic; if not, you still learned that you’re on the right track.” Dunn noted the diversity of the panel will prove valuable as it mirrors “today’s opportunities for improving and growing. There are more than 20 key things [our company has] identified that owners are doing to survive and thrive. A particular store owner may not do all 20, but everyone in business can and should identify several that xcite them to instill into their sales, marketing and business plan. I would suspect that the overall message from the panel will circle around the opportunities that exist.” With small businesses a critical component to the success of the industry, he added that to succeed these owners “must be strong and strategically lead their companies by pro-actively building a broader and stronger foundation. Everyone needs their batteries charged now and then. Anyone hungry to grow appreciates networking and fresh ideas, and this session should provide both of these.” Matson expounded on the virtue of having such a diverse panel as it reflects part of the philosophy that companies—and people—need to diversify for long-term survival. Coming from the commercial industry, she hopes to not only relate “the business impact our membership is experiencing with these economically challenging times and in what ways our members are managing and sustaining their businesses, but to reinforce the need for business diversification as well as the importance of maintaining good partnerships with the manufacturers of flooring materials and supplies.” She added, everyone is trying to plan for 2010, and “the good ideas that surface and the support expressed through the session will be valuable. While the general session is designed for all retailers, no one on the panel will deny they hope the event brings added exposure to their groups. This will certainly happen once attendees hit the main exhibit hall as each one will be represented in a 6,500 square foot Retailers Pavilion. Cooper said the area was created as a central place for retailers to meet with the groups. The pavilion will consist of exhibit space, meeting rooms and a centralized lounge. The cost to attend the general session is $25 before Dec. 30, and $35 thereafter. For more information on Surfaces and the general session, visit surfaces.com. |