By Sarah Zimmerman
The ever-changing economy and consumer bring new business challenges, such as responding to the way customers shop today. According to a recent survey conducted by Krillion and the E-tailing Group, the majority (67%) of today’s Web-savvy shoppers spend more than 30% (some as high as 50%) of their total shopping time researching products on the Internet prior to purchasing. The study on the online shopping behavior of 1,000 consumers also found that when considering purchasing complicated and information-intensive products— flooring—Web-savvy shoppers consult a variety of online sources, namely manufacturer sites (72%) followed by retailer sites (54%).

With that said, FCNews asked a few top mills to review the survey and talk about the Web—its uses for manufacturers, dealers and customers alike.

“The Internet is no longer just a trendy way to advance business,” said Michael Saad, eMarketing manager for Armstrong World Industries (www.armstrong.com). “Rather, it’s a significant innovation necessary to a company’s survival and growth.”

He agreed with the Krillion/E-tailing Group study that consumers are becoming more and more sophisticated about researching products online prior to buying and said manufacturers need to take full advantage of this tool as it will only continue to grow.

Saad noted more than 300,000 unique visitors go to armstrong.com each month, more than 80,000 armstrong.com shoppers use the store locator feature each month, and every two minutes armstrong.com drives a consumer to an Armstrong retailer.

Michael Cheek, manager of Internet technology for Mohawk (www.Mohawkfloors.com), agreed, naming two types of present- day customers. “All consumers are not the same, but the two categories you can break them into—those who know what they’re looking for and those who want to find a solution or product based on needs and wants—both are using the Web to gather information prior to buying.”

Therefore, he explained, having an easy-to-navigate and engaging site is very important. “You have to make sure you have a clear, precise and simple site so consumers easily understand and can interact with it. He said the new Mohawk site, which premiered last October and has seen steady growth since, had seen in excess of 2 million visitors per year to its site. He expects continued growth with the new mohawkfloors.com.

Shaw’s interactive marketing manager, Todd Callaway, said 10 years ago none of us could have imagined how much Web use would change the way we live. “It’s impacted everything from the way we communicate and work to the way we pay bills, get news and shop.” He also confirmed the study’s findings with Shaw’s own consumer research for the shawfloors.com site.

“As in the Krillion survey, we found that consumers consider manufacturers’ sites an authority and often look to them early in their selection process.” And so, he said a manufacturer’s site needs to provide the information consumers are seeking, give them tools to make the selection process easier and ultimately let them know where they can buy that product. “This is ultimately the best way for the site to serve retailers as well because it helps lead consumers who are interested in the products and ready to make a purchase into their store.”

Cheek also mentioned the dealer locator as a heavily used tool. “It not only boosts that partnership between you and your retailers, but it also gives the customer a fast, easy selection of nearby stores and brings her back to that human connection.”

Other significant features mentioned by all manufacturers were: visualization tools, product sample/swatch programs and environmental information and product offerings.

To download the “Krillion/ Etailing Group Web/Store Cross- Channel Shopping Survey,” visit www.krillion.com/pdf/080320_krillion_etail_research_conden sed.pdf.

For more on Armstrong, Mohawk or Shaw visit the respective Web sites listed above.