Article Number : 5484 |
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| Date | 4/13/2010 6:21:27 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5484 |
| Abstract | By Emily Hooper Though some buyers are looking for deals, choice flooring in the home adds a certain something beyond higher prices. That something is identified as the “wow” factor by Paul Mixon, manager of resilient business, Mannington. Beautiful floors that catch... |
| Article | By Emily Hooper Though some buyers are looking for deals, choice flooring in the home adds a certain something beyond higher prices. That something is identified as the “wow” factor by Paul Mixon, manager of resilient business, Mannington. Beautiful floors that catch a visitor’s eye are not only good for the buyer, but ultimately for the retailer. A successful installation in the home is a great product display for new buyers. “This is the best kind of referral and will result in a motivated shopper who knows what she wants, where to get it and is ready to pay.” High-end floors also help retailers distinguish themselves from other stores, particularly big boxes. “They send the message that a retailer carries only quality products and can be trusted because they only sell the best,” said Gary Finseth, director of marketing, Tarkett Residential. This kind of recognition is another way to generate referrals from satisfied customers. Armstrong Long known for its expertise in the vinyl category, the manufacturer last year introduced Alterna premium tile. Oversized 16 x 16 tiles are suitable for mixing and matching in unique patterns, distinctive textures and natural colors, according to Allen Cubell, vice president of residential resilient. Further variations can be applied in grouting options: color coordinating, contrasting or none at all. He attributes awareness of its higher-tier products to brand awareness. “A brand they know they can trust gives them confidence they’ve made the best choice.” He added that retailers can take advantage of that brand awareness and interest. “That brings consumers to our Web site, where they educate themselves on the products and generate qualified leads.” And even with higher-end shoppers, value is always part of the buying equation. “Close the customer with the value of vinyl,” Cubell advises. “She can walk away with these high-end vinyl products without putting an enormous dent in her pocketbook.” Mannington The manufacturer presented Sobella Omni HD as its premium resilient product, offering the best of all worlds in the category, according to Mixon. A fiberglass sheet product, new print technology has enabled the mill to apply imagery 200% sharper with deeper, richer colors in all patterns. “There’s no compromise between print detail and color,” Mixon said. “We are able to achieve incredible realism in conjunction with intense color play.” Sobella also appeals to the value-minded customer. “Customers see a high value proposition with incredible visuals and outstanding performance at an affordable price,” Mixon explained. “Today’s customers will pay more for a high-end product but need to feel they truly are getting a better product.” He said Sobella meets this with a thickness 30% above the next price point, ScratchResist finish, a 25-year warranty and Mannington’s Gotta Love it Guarantee. Metroflor Mindful of increased consumer spending, Metroflor has begun releasing higher-end products. “The market is getting better and people are realizing it’s not the end of the world,” said Michael Raskin, president. To that end, the company touts m9, a design-oriented, patented, floating, locking floor system. “It is a collection about style, design and quality,” Raskin said. A self-admitted design lover, he has found unique capabilities with m9. “We can really cater to the designer market and customers who want to create their own unique space.” The m9 system is also marketed differently from other Metroflor products. “It has a completely separate marketing package and is a brand that stands alone,” Raskin said. He feels that kind of distinction will grow the line to be perceived as unique, extensive and fashion-forward. Hybrid is the company’s other new high-end, floating system. As the name suggests, Hybrid blends the best of laminate and LVT, Raskin said. “From laminate, it takes the click system and smooth HDF substrate; from LVT, it takes the visuals, performance and higher acoustical ratings.” He also reported that consumers love the quality, realistic wood designs and texture of Hybrid. Editor’s note: For additional company coverage, see Resilient Features online at fcnews.net. |