Shaw, Mohawk and Beaulieu revised their residential carpet warranties starting Jan. 1. It is now a requirement that certain cleaning chemicals and systems with the CRI Seal of Approval be used to maintain carpet manufactured after January 2007.

The primary reason for this change is cleaning and maintenance have been a thorn in the side of the industry relative to claims. Since there has never really been any warranty-based guidelines on maintaining carpet and because proper cleaning and maintenance is imperative to the success of carpet's performance and appearance, it is a forgone conclusion this action is necessary. In addition, the big three are also advising consumers make sure their vacuum cleaners are certified through CRI's Green Label. Shaw changed its carpet care brochure to reflect this.

What does this mean to a retailer? First, go to CRI's Web site, www.carpet-rug.org, and research the Seal of Approval program to understand how it works. You also have to get the information relative to the new warranties from Shaw, Mohawk and Beaulieu and have the information from each handy. You have to inform your sales staff. Last but not least, you have to make certain every customer is informed of the new warranties and understand it is their responsibility to keep the carpet clean.

Just like a new car, consumers are going to have to maintain the product to keep the warranty in effect. If you think this will be a pain, I'd beg to differ since consumers are already aware of having to maintain other products to keep the warranty in force.

And, if the consumer is aware she has to maintain her carpet, you will benefit in several ways. First, claims for soiled carpets will be eliminated or minimized. Dirt can be cleaned from a carpet as can spots. Most of what consumers call stains are actually spots. A stain will either impart or strip color. Mustard is a stain, a carbonated beverage is not. Acne medication is a stain; hair shampoo leaves a sticky residue that will attract soil making a dark spot but it is not a stain.

There are more benefits. Once you do your research you can sell sundry items that qualify for the programs. So, when your customer asks what to use to clean the carpet you'll have it to sell. You can also sell Green Label approved vacuum cleaners. Research shows the majority of consumers who buy new carpet buy new vacuum cleaners- this is a sale you won't have to lose to someone else. You can also get into the carpet cleaning business or partner with a firm that has a Seal of Approval rating. Also, there are do-it-yourself systems you can rent out that qualify.

This is actually a good thing if you're smart enough to recognize it as a wise business decision. You get to lower complaints and claims while increasing profits, how can you beat that? You also get to have a service department that can be a major profit center, just like an auto dealer.

This is not new ground being covered relative to warranties and service for the consumer. It is new ground for the carpet industry and I think it's a really good move. For so many years we have avoided saying carpet needs cleaning, while warranties made people believe it was bullet proof. Now we have moved back in a saner and logical direction with the industry saying we want you to enjoy your new carpet and here's what you have to do to ensure that.

All the residential manufacturers will eventually have warranties reflecting those of the big three. It will likely soon move to commercial as well. All we need now is, which has been needed, installers who are trained and certified, just like mechanics in the auto industry.