CHICAGO—The North American Association of Floor Covering Distributors (NAFCD) in partnership with the
World Floor Covering Association (
WFCA), announced it will conduct a comprehensive research study: “Understanding the Needs of the Floor Covering Retailer” to help members and their retailers develop a deeper understanding of the pressure points in their channel of distribution.
Based on common misunderstandings between distributors and their customers, the study aims to better equip and serve the needs and wants of NAFCD members’ primary customers— the floor covering retailers, noted Jack Lindenschmidt, NAFCD president and director of product management for ISC Surfaces in St. Louis. He said by more completely understanding the needs of their distribution partners, NAFCD distributors “will be ready to modify their selling behavior, distribution policies and technology offerings to better align with their buyers’ ability to implement objectives in the marketplace.”
The study, which will be conducted nationwide as well as among Canadian members, by Jason Bader, managing partner of the Distribution Team, will be tracked via surveys as well as select personal interviews, and focuses on several aspects of the distributor/retailer relationship. They include: The good, bad and ugly of distributor/retailer relations; best practices for policies and processes; what’s important in the buying decision for a retailer?; what marketing and sales promotions work and don’t work, and what practices should be modified and/or eliminated.
“We hope this study and subsequent presentations will help facilitate better communication and understanding between NAFCD members and the distribution channel,” said Fred Reitz, vice president of NAFCD and vice president of operations at
J.J. Haines.
Bader said “the distributors who are willing to clear the slate and listen to the retailer will find windows of opportunity they never knew existed.”
The study will be revealed as part of a moderated roundtable discussion during NAFCD’s 38th Annual Conference, Sept. 22 to 24 in Glendale, Ariz.
For more on the organization and its recent studies, call 312.673.6962 or visit nafcd.org.
