Anaheim, Calif.—The
World Floor Covering Association (
WFCA) has taken the unusual step of coming out in support of a major carpet mill’s new warranty program and heralding it as a breakthrough for consumers—which should boost the sales and satisfaction level of the selection of carpet as a floor covering choice.
Shaw Industries had previously announced, effective January 2007, its residential warranties pertaining to cleaning claims will only be honored if consumers have their broadloom cleaned with equipment and chemistry that has earned the
Carpet & Rug Institute’s (CRI) Seal of Approval. In January 2008, a further requirement is being added by Shaw that the cleaning company must be certified by the Institute for Inspection, Cleaning and Restoration Certification (IICRC) using IICRC certified technicians.
The WFCA pledged to assist in alerting its retail members of Shaw’s new warranty policy and noted that to be effective in truly making the consumer aware that her carpet can be cleaned properly, Shaw needs to step up its promotional efforts to include iron-on labels for carpet samples, point of purchase materials, brochures and other printed matter so retailers can communicate this new requirement clearly to consumers.
“We believe a promotional effort to advise consumers that their carpet can be cleaned and maintained properly is long overdue,” said
Chris Davis, WFCA’s president and CEO, “and we applaud Shaw’s effort to be the first to take on this task.”
Bob Hill, WFCA’s chairman, urged other mills to jump on the bandwagon and join Shaw in a heightened promotional effort. “If consumers know and understand what is expected of them, they will respond accordingly. The focus should be to clearly communicate these new policies and steer consumers to make the proper choices so they will be secure in their selection of carpet and understand the proper way to maintain and clean their floors to extend their useful life. WFCA’s executive committee is in support of this effort because this initiative is all about consumer satisfaction.”
For more information about the WFCA and its programs, call 800.624.6880.
