By Sarah Zimmerman
According to the 2007 American Interactive Consumer Survey, 85% of the shoppers start their shopping online for a purchase they eventually made in a store. Therefore, an effective Web site is one of the most necessary and valuable tools a flooring retailer can have, explained Chris Davis, president and CEO of the World Floor Covering Association ( WFCA).

“The Internet’s greatest impact on shopping is assisting consumers in the decision-making process,” he said. “It is where consumers turn for trusted sources of information and dependable customer reviews.”

Seattle-based search engine optimization consulting firm SEOmoz concurred, noting a Web site is the first interaction many businesses will have with their clientele. “Therefore, the quality of your site is often a measure of the quality of your business,” said Rand Fishkin, founder, who noted having a fine-tuned site could be the difference between surviving the current economy or not.

Michael Cheek, manager of Internet technology for Mohawk, definitively agreed, “If a retailer is not online today, he is losing business to his competitors down the street.”

And, Carole Cross, general manager of eMarketing for Armstrong, said based on a home improvement research study, 32% of respondents report using the Internet first when researching a home improvement project. “The Internet has become a primary source of information and a first stop for research,” she said. “It was also considered more helpful during the research phase than store visits, brochures, magazines and newspapers.”

Creating a Web presence

So, how do dealers utilize the ever-changing technology of the Internet, and what differentiates a great Web site from the competition? Todd Callaway, interactive marketing manager for Shaw, said though he encourages retailers to understand the tools and technologies associated with their site, he understands this is not always practical or time-savvy. “Thanks to companies who can offer templates, design assistance and hosting, most retailers won’t have to learn all the details to take part in their interactive marketing.”

Specific to the industry, several mills and organizations offer assistance in this exact area. For instance, the WFCA, in partnership with Bridgeway Interactive, formed Creating Your Space (CYS) to provide dealers with “state-of-the-art, cost-effective and easy customizable Web presence. Available in three program levels—Premium, Elite and Elite Custom—each is designed so no two Web sites will look alike,” Davis explained.

Similarly, Cheek recommends dealers look to experts to partner with in creating a Web site. Mohawk offers its Dealer Website Services (DWS) in conjunction with the Intermark Group. All sites built by DWS are fully customizable and include optimization to assure a Google or Yahoo search with a flooring term and geographic location.

And, Armstrong utilizes its own Web site to fuel leads to local dealers. “It’s important to look to your manufacturing partners,” Cross said, who noted more than 80,000 armstrong.com shoppers use the store locater each month; every two minutes Armstrong drives a consumer to an Armstrong retailer, and over 300,000 unique visitors go to armstrong .com each month.

The three Cs of a great Web site are simple, according to Cheek: contact, content and compass. “Multiple contact information—including phone and e-mail—are essential, and you may want to include online chat services like AIM,” he said. “You also have to show product information and compelling, up-to-date details about your flooring specialties, and you need to guide people to your store with directions, visual cues and more.” He suggests asking yourself how you use the Internet: checking sports scores, include statistics on what makes your store better; viewing family photos, make sure to show off product and the people who will be there to close the deal.

Similarly, Callaway suggests dealers seek the advice of an experienced Web designer, noting trial and error and fine-tuning are expected. “Common elements might include store hours, driving directions, products sold and services offered, but the depth and presentation of that information and how helpful it is to the consumer is what separates you from competitors.”

Armstrong’s Cross explained your Web site should be as good as your best flooring sales representative. “Treat every site visitor as if they were walking into your store. Ask yourself questions: What is the first impression you give them on your homepage? How do you greet them online? How do you help them select the right product? How do you get them in the store? How do you keep in touch with them after they leave?”

Furthermore, Davis said a great Web site extends the store beyond its physical location, builds credibility and makes shopping easier for potential consumers. “It’s not enough to put up a static listing of your location and hours of operation,” he explained. “To be effective, your site needs to be compelling and engaging. The beauty is that it is not that expensive to create a Web presence that will make a positive first impression and drive customers to your store.”

He suggests research as the key to standing out on the Internet. “Take a look at what successful online dealers are offering their customers,” he said, “then work with the right developer to create long-term success. Retailers who want to survive and profit—especially in a tough economy—will need to differentiate their store for the customer in a meaningful way. With most consumers beginning their shopping online, a Web site that delivers a unique, engaging and informative experience is going to be the tie-breaker.”