By Betsy Amoroso Director of corporate communications, Mannington Mills
Today, in every facet of our lives, there’s a keen awareness to be less wasteful and more efficient, and the flooring industry is no exception. Flooring is being revolutionized by the green movement, and manufacturers have bumped up initiatives to produce goods that have less impact on the environment.

In the process, retailers have been given another meaningful differentiator to use at the point of sale—green. Manufacturers are working to make it easier to sell green by introducing products with environmentally responsible attributes that help you earn and keep a lifelong customer.

It’s important to note many consumers see green as a differentiator in their purchasing decision, but with only about 7% reporting to be true “green enthusiasts,” it’s not a primary driver for most.

Consumers are hungry for products with positive environmental attributes, but they also expect them to have the same beauty, performance and price as their non-green counterparts.

Category-by-category, each hard surface flooring type has its advantages and it’s to your advantage to know what those are and to communicate them to your customer.

Did you know:

• Residential resilient flooring is now available with recycled content, saving hundreds of tons of waste from going to landfills.

• Aluminum oxide in a scratch resistant topcoat creates a very durable surface, making for a strong and long-lasting product.

• Laminate can contain up to 74% pre-consumer recycled content— some have even more; and the product itself is recyclable.

• Laminates made with direct pressure contain no glues, contributing to better indoor air quality.

• Domestically manufactured floors use less fuel to transport from their location of origin to your store.

• Engineered hardwood flooring uses much more of each log than solid wood floors, which translates into less waste.

This is just a sampling what is available. Many companies now print this type of information in brochures and on samples. You can also find more detailed manufacturing and product-specific information on mill Web sites, as well. It pays to educate yourself on the subject before you’re faced with questions at the point of sale.

So no matter what category your customer is interested in, talk to her about the environment. Gauge her knowledge and interest in the subject, and talk accordingly about the product she might choose. You’ll not only get more insight into her lifestyle needs, but you’ll demonstrate that you’re on the leading edge when it comes to knowing how your products impact the environment.

This type of expertise leads to customers who trust you will steer them in the right direction and will return for future purchases.