BY MOLLIE ALLEN
Marketing comm. mgr., Shaw Industries
Imagine a scenario that occurs everyday: I’m shopping for flooring, and I’ve just stepped into your store. Now, the question is, who am I? You can think of me as the “voice of the consumer.” I’m a woman who is prepared to spend money on something I’m going to be looking at for a long time. I view my flooring choices like my fashion choices. They say something personal about me. This isn’t just a decision about something I think—-it’s about something I feel.

1. Make me feel good about coming to your store. From parking lot to purchase, your store should be tidy, well lit and clean with hours that are convenient for me. I shouldn’t need to step over anything to look at disorganized merchandise. When I walk in, someone should greet me. Whether I’m browsing or buying, I’ll let you know.

2. A floor I can adore. A wide selection, arranged by styles, with price and warranty information handy helps me visualize and compare. I came to your store to see what it really looks like. If I see something I like in a magazine or on TV, I’ll be looking for it in your store. Chances are, so will a lot of other shoppers. So find out what consumers are looking at in the media and have that merchandise in stock and nicely displayed.

3. Price. This is a big purchase and price is a big deal. But it’s just one of many factors in my final decision. If your price is a little more than the other guy but you’ve been a big help, you’ve got my business. A slightly cheaper price doesn’t mean as much if I can’t get answers to questions, merchandise isn’t in stock, or the store is a mess.

4. Time is money. If you’ve got ample stock, have a knowledgeable staff, arrange financing, offer expert installation and can do it all in one location, without wasting my time, during convenient hours, I’m feeling like we’re going to be doing business together.

5. I need to think I’m making the right choice now, but I need to feel like I’ve made the right choice later. If you contact me soon after the installation to see if I’m satisfied with my purchase, I’m definitely going to feel better about it. Then, I’ll probably say nice things about you to my floor-shopping friends, or you just might see me again next time I need to make a flooring fashion statement.