The Kaindl One Premier Showcase

By Steven Feldman
You have to show it to sell it. That’s the mantra to which most manufacturers subscribe when they conceptualize display systems that seek to present product not only in the most sellable light, but also to facilitate the selling process for the retail salesperson.

Often dubbed the silent salesperson, the more attractive the merchandiser, the increased likelihood consumers will be lured.

To that end, manufacturers have stepped up their game with systems that blend elegant with functional. Whether it be a cherry wood unit or good/better/ best program, manufacturers agree the selling process starts with the display.

A number of suppliers have introduced new merchandisers over the last six months that illustrate all of the above.

Mannington Mills

Mannington recently unveiled a pair of displays designed to help the retail salesperson clearly outline to consumers the benefits of its higher-end products: the Laminate Fashion Center with a near-13-ft.-wide footprint and a smaller version that takes up a little more than 4 feet of floor space. Both measure 8-ft. in height and 2-1/2-ft. in depth.

To facilitate both the shopping and selling experience, products in both displays are organized in a good/better/best format. “We feel that this contributes to an easy trade-up story, highlighting the features and benefits of each product level,” said Zack Zehner, director of laminate business. The Fashion Center also contains a center panel that further details the trade-up story. “That panel is actually a door that conveniently houses additional literature and take-home samples.”

From a sample perspective, wings on the left side of the display showcase large sizes of the “best” products. “This allows the consumer to better appreciate some of the unique features of these upper-end floors; for example, the new Revolutions Tile with NatureForm Optix patterns with their 24 distinct tiles,” Zehner said.

“The Fashion Center combines the best of both worlds: It gives a feel for the range of colors and styles in the line but also provides larger samples in feature collections.”

Both displays feature room-scene graphics on the headers to help the consumer visualize the floor in her home. Both also handle the entire line. The smaller “Space Saver” with its light-colored wood veneer employs a waterfall display with wire frames for quick access to removable samples. The Fashion Center with its cherry veneer uses a combination waterfall/wing design. Zehner added that the waterfall arrangement has been revised to allow for maximum sample reveal.

Shaw Industries

Shaw recently came out with the MVP display to house its 16 new beveled-edge SKUs. According to David Wilkerson, vice president of hard surfaces, the mindset is to separate the beveled-edge products in an upscale metal and wood display available in either a cherry or Irish creme finish. “We feel the visual and story deserves some separation,” he said.

The 31-in.-wide unit is compatible with existing laminate displays like the Laminate Design Gallery and the smaller-scale Laminate Boutique, Wilkerson said. Graphics in the header and side panel help illustrate the advantages of each product and what differentiates Shaw from competitors. For example, the company plays up the fact its laminate flooring is made in the U.S.

Rather than arrange product in a good/better/ best format, the 16-x21-in. samples are organized by style. For example, Costa Rica is a 4-in.-wide plank in exotic species; Salvador is a 5-7/16-in.-wide exotic plank that coordinates with Costa Rica; Beacon Hill is a 4-in.-wide oak strip; and Charlestown is a hand-scraped 5-7/16-in.-wide plank in a hickory look. “We recommend retailers take these 16 SKUS and put them in the MVP display,” Wilkerson said.

Unique room-scene photography and spec information appear on the back of each SKU, but Shaw invites the consumer to visit its Web site, where more room scenes are available. Special consumer brochures go along with the package.

Armstrong World Industries

When Armstrong unveiled its 368 Full Line Bruce Laminate display this year, there were two goals, according to Milton Goodwin, general manager, laminate: It wanted this unit to offer the same look and feel of the company’s Bruce Hardwood display, and it wanted to facilitate the shopping and selling experience for consumers and retailers, respectively.

Goodwin said once the salesperson discovers what the consumer is seeking in terms of style and how it relates to her budget, providing a solution is easy since all products are color coded according to price. “In two minutes she gets the idea and sees the product,” he said. “She knows right away if the display holds the product she wants. There’s no flipping and fumbling.”

To offer the consumer a full line of product in the good/better/best format, Armstrong opted to depart from its standing game plan for displays and include entry-level products. “They typically are shown on sample boards,” he said.

Goodwin added that one differentiator is the size of the samples. “The 18-in. square size allows consumer to see and understand what the product is,” he said. “The size also lends itself to providing a good deal of information on the back. For example, we will show different types of moulding that coordinate with the product, like stair nosing, quarter round, etc.”

Kaindl

The Kaindl One Premier Showcase, which is rolling out this year, is a merchandising system designed to showcase large samples, highlighting design technology such as V-groove, end matching and embossed-in-register surfaces. The unit houses the initial 50 Kaindl SKUs in a luxury/better/ best format with room for an additional 10 SKUs as the line expands. According to the company, this allows clear differentiation of price and quality.

The display separates the 11 “best” SKUs in a waterfall format from the better and luxury SKUs, which are highlighted in the wing sections. The wings allow the consumer to view six to eight SKUs at once to facilitate selection and comparison. She can easily slide out a 23-in. sample to see how it would look on the floor. The sample also shows the attached backing and features room-scene photography and benefits, like warranty information. A consumer information podium holds catalogs and product information.

The merchandiser is about 12-ft.-wide. A smaller version, the Kaindl One Master Display, is about 5-ft.-wide.

Robina Floors

Robina recently introduced a new laminate display measuring 26 1/2 in. wide x 77 in. high x 16 in. deep. According to the company, the samples are clearly marked and easy to handle while still giving a good view of the product.

Robina said reaction to the displays during focus groups, comprised of 90% female participants, was uniformly positive. “The highest sample in the display is slightly below eye level for a 5’6” woman, so all samples are easily reachable,” the company said.

Robina will introduce a new line of single-board laminates this summer. Plank widths are 3 1/2 in. and 5 in. with VR Loc, licensed from Vaelinge Innovation AB utilizing the same display. It holds 12 sample boards but shows 18 decors, since six SKUs combine both the 3 1/2-in. and 5-in. plank on one board.