Steven Feldman

By Steven Feldman
We as editors tend to over-focus on the multi-store, mega-million dollar dealer with the million dollar showroom renovations and huge marketing campaigns, not to mention alternate channels like big boxes, Internet sellers and shop-at-homers. But while it’s unarguable these retailers make a sigificant dent in the $55 billion-plus spent each year on flooring, they are just a blip on the radar screen when you consider the entire universe of floor covering retailers.

The recent QFloors conference in Park City, Utah, served as a reminder of the floor covering retail landscape. There were no $20 million dealers with 30 employees in the house. Rather, the software company brought together a group of its 400 customers—family businesses for the most part, one or two stores with a few employees. These are the prototypical small businesses that serve as the backbone of American trade.

The industry commonly refers to this type of retailer as “mom and pop.” They go about their business every day without acclaim, where every dollar makes a difference. They fly under the radar yet blanket every town across this country.

Al’s Carpet is a case in point. The Rockford, Ill., dealer opened its doors in 1997. There are three owners: Al, a former installer; his wife, Barb; and their daughter, Erica. They have lived in or around Rockford forever. Al still goes out and measures. Barb virtually runs the business. Erica, 23, graduated college and is now entrenched in the business. She not only sells; she can even install in a pinch.

This is a big year for Al’s Carpet. If business holds up, it will eclipse $1 million in sales. Barb and Erica credit QFloors for much of this success. Like so many small businesses, they were slow to embrace technology. But since signing on with QFloors, margins are up significantly. Everything is now measured, from expenses to complaints and customer service.

But getting back to the architecture of this small retailer, it can simply do things the large behemoths cannot. For example, Erica will introduce her parents to customers simply as “mom and dad.” When the store is closed, all calls are forwarded to the house. Barb has actually fielded calls after 10 p.m. They have no problem keeping the store open past the 6 p.m. closing if a customer calls to say she is on her way. They do what it takes to close a sale.

But like all small businesses, reputation is at the core of Al’s Carpet’s success. “If a problem were to arise down the road, we make sure the customer knows we will be there for her,” Erica said.

In the shadow of the $15 million retailer, there are 15,000 Al’s Carpets. Let’s not forget that.