By Sarah Zimmerman
To separate from the pack and remain profitable— especially in trying times—a company needs to differentiate, find a niche. According to its retail and distribution partners, Mercier Wood Flooring does just that through its unique styling, top-of-the-line quality, progressive merchandising and impeccable customer service.

“We chose to become a Mercier distributor because it is very focused on targeting a specific consumer with its styling, merchandising and quality,” said Craig Folven, vice president of sales and marketing for Herregan Distributors, which services the Midwest. And, two years later, he said it’s been a great decision. “Mercier fills a hole that we previously had in our product offering for the consumer that wants the best of everything.”

Similarly, Joel Lefkowitz, president of Allstate Flooring Distributors in Fairfield, N.J., said he signed on with Mercier just under a year ago due to its “unique custom flooring abilities and customer focus. It offers a variety of colors and styles at any quantity and is continually looking to improve its service and quality, which makes Mercier a great business partner.”

Retailer Joseph Geleso, a long-time Mercier partner and manager of marketing and sales for Ted Smith Floor Products in Springs, Pa., also pointed to the manufacturer’s thirst for innovation as a great attribute. “Mercier continues time and time again to bring the market updated and cutting-edge styles, displays and programs.” He listed the Design+ program—which allows over 1,600 different and unique flooring options—as a differentiator for dealers to sell customers, increasing their own profitability.

Design+ is a simple four-step selection process that makes it easy for consumers to create and choose a unique flooring option:

• Select one of Mercier’s 15 colors for hardwood.

• Choose the desired wood species.

• Opt for the most suitable width.

• Identify the gloss finish that suits the customer’staste.

And, on top of increased style offerings, Geleso noted Mercier’s product quality and usability percentage is outstanding. “The useable percent of quality pieces of wood per box far surpasses most. This is what the industry needs,” he said, “beautiful, durable and innovative options.”

Folven also highlighted the mill’s Design+ program for its diverse offerings, further noting its timely manufacturing is very cost and space efficient. “Since Mercier has the ability to manufacture these custom orders very fast, we can offer great service and value while maintaining smaller inventories than a traditional or imported hardwood program.”

Service is another area in which Mercier excels, Lefkowitz said. “The mill is a great partner when it comes to customer service— always very friendly and accommodating.”

Geleso added that Mercier’s energy, education and passion is refreshing. “The mill’s high-energy reps are passionate and knowledgeable about Mercier’s offerings. That rubs off on all of us here.” He also noted the company’s quality and consistency as differentiating attributes.

Again in agreement, Folven added, “The company is really focused on doing business in the U.S. and goes out of its way to continually improve communication and service on all levels of business.”

He continued, calling Mercier a “key vendor partner” and “a large part of our growth plan. As our customers grow tired of quality and availability issues with imports, the need for good quality domestic species grows. We look forward to a long and evolving partnership with Mercier.”