By Laurie Sanfilippo Marketing manager, Ark Floors
As retailers know, today’s consumer is more cautious than ever when considering a purchase. With an economy that inspires great trepidation, marketing campaigns can no longer coast on the “new merchandise” aspect or even just on value pricing. In order to entice customers into making a purchase, retailers need now more than ever to give reasons why the purchase will be a smart move.

When most consumers shop for flooring, they may be impressed by the beauty of hardwood but know little about its benefits. The following should provide key selling points that will appeal to the consumer on many levels:

1. Return on investment. Long considered a construction upgrade, exotic hardwood flooring adds not only to the aesthetics of the home, but also to its resale value for when homeowners decide to sell.

2. Easy. Maintenance of wood flooring is easier than ever. Advanced technology in stains and finishes require little more than sweeping with the occasional use of a professional wood floor cleaning product.

3. Healthy. Indoor air quality is excellent with wood floors (Source: U.S. Environmental Protection Agency). Also, unlike carpeting, wood floors can be considered hypoallergenic.

4. Durable. Exotic woods are generally much harder than the standard red oak, therefore they tend to have more longevity than domestic wood in similar environments.

5. Green friendly. Wood is a carbon neutral product that produces oxygen during its growth cycle and stores carbon during its service life. Hardwood uses less water and energy to produce than other flooring options (Source: University of Wisconsin Wood Products Program Solid Wood Flooring Life Cycle Analysis). Also, with exotic imports adhering to Lacey and CARB laws, consumers can be assured that the products they are purchasing are the results of responsible forestry and milling.

6. Beautiful. Rich, natural colors and distinctive graining provide characteristics unique to each species. A spectrum of color can be represented within one exotic species, and as a result, no two planks are exactly the same, even those from the same box. As a result, there is no flooring more organically beautiful or aesthetically versatile than exotic hardwood flooring.

Consider using some of these points in your ads, mailers or marketing materials. The points above, combined with your good salesmanship, may be all your customers need to consider including exotic hardwood in their budget.