Dri-Tac’s new Easy Spread 7400 wood flooring adhesive.

By K.J. Quinn
The proliferation of new floor coverings, indoor air quality issues and changing bonding technologies are just some of the latest factors impacting adhesives product selection. Throw in traditional considerations, such as job site conditions and manufacturer specs, and installers are becoming increasingly challenged to gather enough information to make informed purchasing decisions.

“Any time a manufacturer introduces a new product, or changes a product, is a good time to research and re-evaluate adhesive requirements,” said Barry Wright, executive vice president, W.F. Taylor. “Changes in backing construction often mean changes in adhesive specification. Distributors and installers are responsible for keeping up with these changes just as the adhesive manufacturers must.”

The installation community, as well as the flooring contractors and dealers they work for, are required to stay on top of the latest changes in adhesives technology and performance characteristics. Experts say many of these changes are taking place at a rapid-fire pace, which makes it important to remain current on new information affecting adhesives specification.

“Manufacturers are constantly striving to meet the needs and requirements of installers and retailers,” said John Lio, marketing manager, DriTac Adhesive Group. “Installers need to be educated on the proper uses and applications for each adhesive.” Installers run the risk of job failure—not to mention tarnishing their reputations with dealers who hire them—if they fail to remain informed about the latest developments.

While there are many adhesives to choose from, which vary by brand and quality, specification is often dictated by a product’s ability to durably and successfully bond to the subfloor. Manufacturer warranties may be void if the proper adhesive is not used to install the floor. “Installers should always consider the qualities of the products that provide environmental improvements,” said Brian Pistulka, Mapei’s product line manager, tile and stone installation systems. “They need to measure these improvements against the performance of the product to ensure that no significant sacrifices in the products performance have been made.”

Sticky issues

Installers, retailers and distributors need to gain an understanding of their suppliers’ product lines because each formulation is different, experts point out. Job site conditions, such as temperature, humidity and substrate condition, often come into play. “Whether the surface needs repair or levelling and whether slabs contain high moisture levels, represent huge problems for installation if underlying problems are not found and corrected,” Taylor’s Wright pointed out. “Besides floor preparation, correct matching of adhesive to the floor covering being installed is also critical. There are more flooring types and constructions available in the U.S. market today than ever before, so proper selection and application of the proper adhesive is critical to job performance.”

Location is thrown into the mix as well. Some states, such as California, have strict air quality regulations. Waterborne and polyurethane adhesives work better in certain climates than others, critical factors which govern their use. “Installers are required to do their homework to be assured that the flooring is installed according to specifications using the proper adhesives,” said Jim Walker, CEO of the International Certified Floorcovering Installers Association (CFI).

Part of this assurance may come from an installer’s previous experience with a particular brand or product. It is not uncommon, observers say, for installers to stick with tried-and-true products they have had previous success with. Price is also a consideration that goes into the decision making process as well, as competitively priced products enable installers to squeeze more profit from a particular job.

The ultimate criteria, however, is the adhesive must meet the manufacturer’s specs. For example, the type of carpet backing and application often determine the nature of the carpet adhesive chosen for the job. Specialty products such as SBR- and latex-based adhesives are often specified for resilient, depending on the type of subfloor it is laid over.

In addition, installers and retailers need to gain a working knowledge of the latest adhesives that are compatible with imported floor coverings from around the world, such as exotic wood species. “Many traditional adhesives are not compatible with some of the new exotic species,” noted DriTac’s Lio. “Adhesives with less or no water have been specially formulated to be used with these exotic species and manufacturers must meet these requirements.”

Education is key

Indeed, adhesives manufacturers say they are making a concerted effort to not only turn installers on to new formulations, but providing continuing education. They are finding this to be a difficult nut to crack, considering distribution channels are fragmented and installers come and go every day. “A legitimate flooring contractor that is certified, licensed or holds a professional designation, must take advantage at every opportunity to remain currently informed about adhesives, application procedures, use of correct products and their intended uses,” CFI’s Walker said. “This is a full-time job because of the changes that are necessary to accommodate the flooring products that enter the marketplace.”

CFI reports that adhesives manufacturers present the value and benefits of the latest glues, installation products and techniques at its annual convention. “The education received today may not work tomorrow,” Walker pointed out. “This industry is ever changing and it requires constant updating by installers if the products are to be correctly installed.”

In addition to providing the do’s and don’ts about their products, adhesives makers sponsor and participate in training programs with flooring manufacturers, distributors and trade organizations. For example, DriTac offers one-on-one training with large contractors, as well as installation seminars for its customer base. Mapei’s technical services department operates two- and three-day training courses at its Deerfield Beach, Fla. headquarters and in Laval (Montreal), Quebec, Canada, in tile and stone floor covering installation as well as concrete restoration.

Experts recommend flooring contractors, retailers and installers contact their local distributors to find out more about these and other sessions held by suppliers.

“Many of Mapei’s sales representatives are certified ceramic tile consultants who conduct product knowledge seminars for contractors and installers in their local areas, and a field technical consultant is assigned to each sales region,” added Audrey Chapman, assistant product line manager, floor covering installation systems. “This person helps provide education and training locally as well.”

Robert McNamara, national sales and marketing manager of Bostik’s Flooring Group, advises installers attend at least one training class per year to learn about new adhesive technologies and products. “The tendency is to update the audiences that are thirsty for new products and new ideas. The installers that are using your ‘old products’ are a solid foundation for you to market new products, even if they are hesitant at using them first.”