LASVEGAS—An “unparalleled” approach to customer service led Dwayne and Cindy Adams of Carpet Plus in Charlottesville, Va., to being named the World Floor Covering Association’s ( WFCA) 2009 Gold Standard Retailer.

Chris Davis, WFCA’s president and CEO, presented the award at the start of the Surfaces general session, noting everything about how the Adams run their business—from the way the phones are answered to having all installers certified by the CFI—is done in the most professional manner. “They are also excellent corporate citizens. They don’t sell flooring; they assist and guide their customers through the process to ensure they purchase the right product for the right application.”

The Adams are the second to win the association’s Gold Standard ; Ike Gulesserian of San Leandro, Calif., was the inaugural winner.

The Gold Standard was created to honor a WFCA member business that has exemplified an outstanding consumer retail experience, Davis explained. Winners are rewarded with a $5,000 cash prize, featured on WFCA’s Web site, in its national advertising campaign and will be honored with a custom designed gold seal for their business entrance.

For more information, call the WFCA at 800.624.6880.