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GEN Z... The Next Generation of Consumers and Employees

Product Offerings with Sustainability and Innovation Education Opportunities in Leadership and Technology

DÉJÀ NEW™: WHERE REFRESHING MEETS RESPONSIBLE

Experience the refreshed Déjà New, our groundbreaking carbon-neutral collection.

Now with a range of 50 colors across 9 designs, Déjà New offers endless possibilities for any space. By choosing Déjà New, you support stunning spaces while supporting efforts to neutralize the climate impact of Deja New’s embodied carbon through the purchase of verified carbon offsets.

When you’re looking for that perfect combination, meet your floor at Metroflor.

Flooring Featured: Déjà New - Sandstone (2024 New Release)

Scan the above QR code to learn more about Metroflor’s commitment to reducing our carbon footprint.

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER

2 The Key to Positive Change

What You Stand on is What We Stand For: Metroflor Embraces Sustainability

Change Orders — Use Them, Understand Them, or Pay the Price (Part II)

Jeffrey King, LLP Outside General Counsel for the WFCA

Engineered Floors Launches American Standard

WFCA Industry Awards Recipients: Chad Ogden, Mike Faust, Kathy Young

Mayson Taylor, Gen Z market researcher, writer, and blogger

A Guide to Moisture Testing During Floor Installation

Freida Staten, V.P. of Marketing, Communications & Membership, WFCA

Listening to What They Need vs. Telling What You Know

Chris Ogden, Communications Specialist, QFloors Software

Current Property & Casualty Insurance Market Conditions

Stacy Eickhoff, Sr. Vice President, Risk Strategies

44 WFCA’s SEAL Academy: A Groundbreaking Journey to Leadership Experience

he Beauty of Wood + The Durability of Laminate

The World’s Best Carpet Cushion

56 What Does it Mean to Be Automated

Lewis Davis, Senior Director of Technology and Research, WFCA

59

Building Business in 2025: Benefits of Becoming the Community Hub

Lisbeth Calandrino, Flooring Specialist, Associate Publisher and Director of Social Media for Fabulous Floors Magazine

61 Ty Pennington Teams Up with Karndean

62 Karndean Elevates LVT Design to an Artform

TAKING THE LEAD

Scott Humphrey CEO, WFCA

The best organizations rarely succeed by cloning their CEO. Strong leaders know their weaknesses and surround themselves with those whose strengths fill the void in their own leadership.

The Key to Positive Change

It is hard to believe that as I write this article, I am celebrating the 11th anniversary of my tenure as the CEO of the WFCA. It has been an amazing ride. During those 11 years, we have relocated our headquarters to Dalton, GA, acquired fcB2B and CFI (Certified Flooring Installers), taken on the management of FCIF (Floor Covering Industry Foundation) and FCEF (Floor Covering Education Foundation), become the voice of the flooring industry in Washington, D.C., launched SEAL Leadership Certification, and seen our membership explode from 1200 in January of 2020 to over 10,000 today. And that is just touching the surface of what we have planned over the next 5 years. I don’t say this to pat myself on the back or elevate your view of me. In fact, I see myself as only a small cog in the success the WFCA has experienced. I could credit a strong financial base due to the wisdom and foresight of my predecessor Chris Davis and the past WFCA leadership. Our financial position allows the WFCA to do what few associations can — like donate $1 million in seed money to launch the FCEF in order to take on the biggest threat to independent flooring retailers – the Installation Crisis. I could credit timing that allowed us to be in the right place at the right time to acquire CFI in order to battle that same Crisis. I could credit my heritage working for my dad and uncle at HRH Rug, Thermo Carpet, and Rug, and Humphrey Brothers starting at the age of 7.

The truth is, I never envisioned this future while growing up or even during my 25 years at Shaw Industries. I have been blessed! Each year, I reflect not only on what the WFCA has been able to accomplish and how much we have changed but on the reason for our successes and what we can learn from our failures. In the end, success comes down to one thing, and this one thing, if you will invest in it, will lead you to success as well — Your People.

The WFCA Board of Directors

Over the years, our board has been made up of a great cross-section of the industry, encompassing: installation, retail, buying groups, commercial, distributors, suppliers and manufacturers. The Board represents small single-store locations and large multistore/multi-state conglomerates. We combine the wisdom of both men and women and older and younger. We focus not only on the trials of today but the legacy of the future. But there are several things our board members have in common: Integrity, positive reputation, hard-working, and passionate about the health of all independent flooring retailers and our overall industry.

The WFCA Staff

If you ask me what I am most proud of as a leader, it is the team I work with each day. I am surrounded by some of the hardest-working professionals in the industry. We are not the largest staff by any means, but I would put our accomplishments up against any group in the industry. I have never been one to hire people like myself. The best organizations rarely succeed by cloning their CEO. Strong leaders know their weaknesses and surround themselves with those whose strengths fill the void in their own leadership. The most important thing you will do as a leader is attract and hire those who will determine your organizations successes. Bill Parcels, former coach of the NFL’s New York Giants, was known to say, “If you are going to ask me to cook the dinner, you have to let me buy the groceries.” As a CEO that means that to require me to achieve success without attracting, hiring, and leading the team that will make that possible, is lunacy.

Personal Relationships

Through the years I have learned that growing and achieving success as a leader, is linked directly to surrounding yourself with doers, winners, and those who are willing to challenge the status quo. If you are a parent, you likely explained this truth to your children at some point — “Your friends will influence and in many ways determine the person you will become.” Let me share something with you that we can’t let our kids know. ”Adults are just kids in bigger bodies.” We are still influenced and impacted by those who surrounds us.

In short, if you can make one investment in life that is guaranteed to have the greatest impact on your success and life outcome, your efforts will be in vain if you focus anywhere other than the people who surround you at home and work. As I look back over my 61 years on this earth and the 11 years I have been blessed to lead the WFCA, any successes I have had rest not with me but in the relationships I have forged through the years. I challenge you to consider the one investment that will outlive you — people… ■

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER

A Special “Thank You” to all the manufacturers and their marketing departments who provided outstanding editorial to make this publication a success.

Publishing Staff

Margo Rodgers Locust, Publisher

Karen George, Managing Editor

Toelke Associates

Ron Toelke, Creative Director

Amelia Toelke, Project Designer

Editorial and Advertising Offices:

Fabulous Floors Magazine, LLC

Phone: 678-761-5002

Email: Margo@pfrmag.net

This Issue’s

Guest Columnists

James Buckles

Contributing Writers

Chad and Trent Ogden, QFloors

Jason Wright, Wagner Meters

WFCA

Scott Humphrey, Chief Executive Officer

Freida Staten, VP of Marketing, Communications & Membership

Steve Abernathy, Chief Operating Officer

Kay Wiley, Executive Assistant to the CEO

Contributing Columnists

Lisbeth Calandrino, Lewis Davis, Scott Humphrey, Tom Jennings, Jeffrey King, Stacy Eickhoff, Freida Staten, Charles Stiles, Carl Phillips, Mayson Taylor

The World Floor Covering Association (WFCA)

Phone: 855-330-1183

Email: wfca@wfca.org

Premier Flooring Retailer is a joint initiative of the World Floor Covering Association and Fabulous Floors Magazine, LLC.

Copyright © FABULOUS FLOORS MAGAZINE and WFCA 2023.

All rights reserved. No portion of this publication may be reproduced in any way without written consent from Fabulous Floors Magazine, LLC or the WFCA. Change of Address: in order to ensure the uninterrupted delivery of Premier Flooring Retailer, notice of change should be made at least 5 weeks in advance.

Premier Flooring Retailer is published quarterly in print and digital by Fabulous Floors Magazine, LLC located at 572 Main Street, Andrews, NC 28901 and the World Floor Covering Association located at 855 Abutment Road, Suite 1, Dalton, GA 30721.

Postmaster: Please send address changes to WFCA, 855 Abutment Road, Suite 1, Dalton, GA 30721.

Although every effort has been made to ensure accuracy and timeliness of information, Premier Flooring Retailer Magazine cannot be held responsible for discrepancies, typographical errors, discontinuance of product nor color reproduction.

We recognize the environmental impact of traditional flooring manufacturing processes, from raw material extraction to production and packaging of the floors. That’s why we’ve taken a definitive step towards carbon neutrality with our Déjà New™ products.

—Gary

Keeble, Vice President, Marketing,

Metroflor Corporation.

At right: Pocket-sized Metroflor Sustainability Guide; far right: Déjà New Plank — Twilight DN529124

What You Stand on is What We Stand For: Metroflor Embraces Sustainability

The spirit of Metroflor is imprinted in this statement which embodies how sustainability has become a pillar of its brand identity that travels throughout its supply chain from raw materials to distributors to retailers and ultimately end users. In making purchasing decisions, consumers are increasingly conscious of how products are made, what the ingredients are, and how the people who make them are treated. Metroflor has developed a series of tools for Metroflor distributors, retailers, and consumers that inform them of Metroflor’s sustainability initiatives in language that is easy to understand and digest.

First and foremost is the safety of Metroflor’s floors all of which are formaldehyde-free, and free of otho-phthalates and heavy metals and are Floorscore™ certified, while all Metroflor’s rigid core floors are ASSURE CERTIFIED™. This ensures end users and consumers that when they install Metroflor products, they will not introduce harmful VOCs (Volatile Organic Compounds) into their space.

Metroflor’s Sustainability Guide provides a quick reference to Metroflor’s Environmental Product Declarations and Healthcare Product Declarations; Declare product ingredient labels; and the JUST social justice label documenting how workers are treated. These tools also help to communicate the sustainability message embodied in Metroflor’s newly refreshed and carbon neutral Déjà New line. The pocket size guide enables retailers to have deeper knowledge of the initiatives in hand so they can explain them clearly and directly, answering customer questions with facts and confidence. The Sustainability Guide is also included with every metroflor.com sample order to inform end users and consumers considering Metroflor’s product for their projects.

The theme carries through to the Metroflor.com sustainability page that examines the scope of the brand’s commitments to environmental responsibility, transparency, safety and community expressed in parent company HMTX’s shared values: People before profits. A dynamic new sustainability video demonstrates that beyond just a talking point, sustainability is embedded in Metroflor’s brand spirit, unfolding its holistic expression in all aspects of the company’s products and people.

Metroflor Vice President of Marketing, Gary Keeble explains the need for a strong communication campaign. “Sustainability plays a large role in Metroflor’s products, supply chain, and people. We want our distributor partners, retailers, and potential customers to be aware of this as a growing number of commercial end users and residential consumers factor a company’s sustainability into their purchasing decisions,” he noted. “It can be challenging to communicate complex sustainability messages in a manner that the average consumer can understand. Our Sustainability Guide and new Sustainability video, are just a couple of tools designed to simplify our message of sustainability and making it relatable and actionable to retailers and consumers alike.”

Our Déjà New™ line boasts exceptional quality and stunning designs but also maintains a carbonneutral status — Gary Keeble, Vice President, Marketing, Metroflor Corporation.

Déjà New Plank — Charcoal DN2345104

Déjà New Terrazzo — Dove Grey DN18066

METROFLOR LVT

CAROLINE BUNDY OPERATIONS MANAGER

THE WAY STATION, BIRMINGHAM, AL

“The Metroflor Déjà New flooring chosen for the Way Station is the perfect combination of form, fashion, and functionality. The color is so attractive and home-like and combined with the durability made this an easy decision for us, and we are so happy we chose this flooring.”

LISA MCCLURE

LCS DESIGNS, BIRMINGHAM, AL

“The flooring looks amazing at The Way Station! Most importantly, I was happy to see that when I did a scratch test with a sharp end of a paperclip, you could not see any marks on the sample. This is excellent because we all know that people will drag chairs, tables, etc. The durability and color options sold me on this product, and I will certainly specify it again in the future.”

THE WAY STATION

Located at the corner of 3rd Avenue and 7th Street North, the Way Station is designed to meet the very unique needs of young people ages 18 to 24 experiencing or at risk for homelessness. In order to best serve this often unseen and especially vulnerable population, the Way Station offers an emergency, overnight crisis stabilization shelter, and a transitional housing program in which residents may stay for up to two years. The Way Station offers many supportive services such as trauma-informed care and counseling; education through traditional schooling or GED; life, job, and housing skills; financial empowerment classes; vocation/career training; and more as they navigate their way to successful adulthood.

“All the LVT throughout the building is Metroflor Déjà New. This was switched from a spec with a 5 mm product because The Way Station needed to save some money. However, the customer still wanted flush transitions to the adjacent carpeted areas. We used a subfloor leveler from Roppe to attain flush transitions and saved them a lot of money. There’s even a rectangular seating area that has a carpet inset where this was done, and it looks great!”

DEBBIE DEASON

COMMERCIAL TERRITORY MANAGER

WILLIAM M. BIRD COMMERCIAL

PROJECT: The Way Station, Birmingham, AL

DESIGNER: Lisa McClure, LCS Designs, Birmingham, AL

DISTRIBUTOR: William M. Bird

FLOORING USED: 6,675 sq. ft. Déjà New - San Marcos Oak: Flint Grey - DN1445108

PHOTO CREDIT: Becca Brown Photography

SPECIFICATIONS

METROFLOR LVT: DÉJÀ NEW - SAN MARCOS OAK Flint Grey #DN1445108

Size: 9" x 60" planks

Wear Layer: 20 mil

Embossing: In-Register

Bevel: Micro-Bevel Edge

Finish: FX3 Surface Protectant™

Warranty: Lifetime Residential / 15 Year Commercial

CASE STUDY: COMMUNITY OUTREACH

THE DÉJÀ NEW ADVANTAGE

DURABLE, MOISTURE-RESISTANT SOLID VINYL CONSTRUCTION:

• Extremely durable, moisture-resistant, dimensionally stable, warm, and comfortable under foot

• Resists peeling, cracking and delamination

• Will not harbor dusts or allergens

• FloorScore Certified, thereby promoting good indoor air quality

VERSATILE GLUE-DOWN INSTALLATION:

• Can be installed over a variety of substrates when used in conjunction with Prevail 4000 Two-Part Epoxy adhesive

• Can be installed over Prevail GDP (Glue-Down Pad) when reduced sound transmission or reduced reflected sound is required, such as in multi-story applications

FX3 SURFACE PROTECTANT TREATED WITH ULTRA-FRESH:

• The ultimate in abrasion protection

• Superior stain repellency for easy clean-up

• Integrated Ultra-Fresh inhibits the growth of odor and stain causing mold and mildew

AUTHENTIC LOOKS & TEXTURES:

• Products are available in a broad range of natural wood, stone/ concrete, and textile visuals to complement virtually any design scheme

• High-resolution visuals and rich surface textures deliver the appearance of natural materials at a fraction of the cost

CARE & MAINTENANCE:

• No waxing, polishing or surface treatments required

• Sweep, dust mop, or vacuum daily

• Damp mop as needed using Prevail Neutral Cleaner by Metroflor

• Use walk-off mats at outside entrances

APPLICATION VERSATILITY:

• Recommended for Retail, Healthcare, Assisted Living, Hospitality, Multi-Family, Corporate, Educational, Institutional and Residential environments

• Resists water, spills, and moisture

TOM’S TIPS

Tom Jennings Retail Training Expert

Tom Jennings is a lifelong member of the flooring business. Since selling his family’s retail business in 2006, he has served the industry as an educator and speaker. He is a past board chairman of the WFCA and is currently the board chairman of WFCA Services, Inc. He may be reached at tomg.jennings@gmail.com

Can You Prove It?

Muchhas been written and said regarding the so-called disadvantages that the local merchant faces in today’s business climate. Online shopping, big box retailers, category killers — all common terms that barely existed in our business lexicon not that many years ago. While it is true that these forms of retailing have minimized some familiar merchandising tactics, they have also brought new areas of opportunity for the independent retailer to focus upon and prosper from.

I believe that the first order of business needs to be to focus on what big retailers are doing right. Contrary to our somewhat biased opinions of them, they are doing a lot of things correctly. They didn’t get big by accident! Does Home Depot think that store location is important? Absolutely! How does your location compare? McDonalds realizes the value of having the most minimally skilled employees present a clean, uniform appearance. What does your customer see when your staff approaches? FedEx spends liberally to have an instantly recognizable fleet when you pass them on the street. They realize the value of both brand recognition and sense of security when they pull up to your driveway. What do your customers see at first glance when your vehicles approach?

These large retailers have done the research and know what customers want. These outward behaviors have become the standard by which we judge businesses. We would all be well served by mimicking them in some fashion. Not doing so will make us appear to be less than up-to-date in the customer’s perception. While formidable competition for sure, they are surely not invincible.

We are fortunate that we are in an industry where exemplary service and installation can make a demonstrative difference, leaving great opportunities for savvy flooring merchants. As an example, large home improvement retailers’ market in a manner which puts emphasis on product first as they recognize areas where they aren’t as proficient — serving the customer after the sale. This is one reason why they minimize the value of professional installation, encourage DIY, etc. They know that many specialty stores have the advantage in this arena.

What does your customer see when your staff approaches? FedEx spends liberally to have an instantly recognizable fleet when you pass them on the street. They realize the value of both brand recognition and sense of security when they pull up to your driveway. What do your customers see at first glance when your vehicles approach?

You know that your staff can outperform them, as well. The real question is, does your customer know these differences should matter to them? What are you doing to convey this message? More importantly, what credentials do you have to demonstrate this fact? As far as the customer is concerned, if you can’t prove it — it’s just so much talk! In-store photographs, online postings, customer testimonials, and industry certifications can speak volumes regarding your firm’s capabilities. Are you taking full advantage of these resources?

Excellent opportunities exist to compete with the big retailers in areas where they are more vulnerable. The monetary cost is not prohibitive — and the returns can be outstanding. While the best time to start would have been yesterday, the next best option is right now! Get involved! Try it! What have you got to lose? Don’t simply attempt to tell the customer ways in which your staff and services are their best option — prove it to them. Inaction only lets the box stores become stronger. That certainly wouldn’t be my business model. What’s yours? ■

Excellent opportunities exist to compete with the big retailers in areas where they are more vulnerable.

100% HIGH DENSITY MEMORY FOAM CARPET CUSHION

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The appearance retention warranty for any brand of residential carpet is instantly doubled when installed over Healthier Choic e Carpet Cushion.

The only carpet cushion to be awarded the UL GREENGUARD ® Gold Certification for indoor air quality as an extremely low VOC emitting product.

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A revolutionary Breathable Moisture Barrier keeps liquid spills from penetrating down into the cushion while allowing moisture vapor to escape.

The only carpet cushion made with more than 50% soybean oil and natural minerals which reduces the use of fossil fuels while supporting sustainable alternatives.

LEGAL MATTERS

Jeffrey W. King, Jones Walker, LLP

Outside General Counsel for the WFCA

Jeffrey King has more than 35 years’ experience in complex litigation with a focus on contracts, employment, construction, antitrust, intellectual property and health care. He serves as legal counsel for WFCA and other trade associations, and is a LEED Accredited Professional. For more information, contact him at (561) 278-0035 or jeffw@jkingesq.com.

Change Orders — Use Them, Understand

Them, or Pay the Price (Part II)

By failing to prepare, you’re preparing to fail.

—Benjamin Franklin

InPart I, the basics of change orders were explained. In a perfect world, a retailer or installation contractor prepares a “change order proposal” that specifies the changes, and the price for the extra work. Once the owner and retailer or contractor have agreed on scope, price, and schedule, a formal, written change order is prepared and signed by all parties. Then, the retailer or contractor proceeds to perform the changed work. But in reality, changes can arise suddenly, and there is pressure to keep to the schedule. The standard process is not always followed and change orders are often quickly drafted or not even reduced to writing. In the flooring industry, the installation contractor will often deal directly with the customer without informing the retailer, yet the installation contractor expect payment. The parties may also dispute over whether the work is a change or covered by the original agreement, or may not agree the costs for the change. In Part II, these issues will be discussed, with suggestions on how to avoid disputes.

Make Sure the Scope of Work is Clear and Complete

Most of the time disagreements relating to change orders center on whether an item is in fact a change order or rather something that was already included in the original contract. To avoid such disputes, it is imperative to make sure that the scope of work is well defined before signing an agreement. A complete and well defined scope of work will reduce any disagreement over what is included in the contract and what is an extra to the contract.

For example, does the agreement specify how the stairs will be finished—waterfall or Hollywood style? Similarly, is shoe molding going to be installed, will the subflooring be replaced or repaired, or is the padding or any vapor barriers specified? Without these clear understanding, the contractor or retailer is likely to hear “That is how it should be done,” “Why didn’t you explain this earlier,” or “I wanted the floors nailed down not glued?” While it is often difficult for the parties to absolutely define the scope of the job, detailed the specifications will ensure less problems or miscommunications.

In

the flooring industry, the installation contractor will often deal directly with the customer without informing the retailer, yet the installation contractor expect payment.

Anticipate Unforeseen Site Conditions

Unforeseen site conditions can present unexpected challenges that impact the success of change order claims. Hidden subsurface conditions, environmental issues, or discoveries during the construction process can necessitate changes to the original scope of work. First, retailers or flooring contractors should conduct a thorough site inspection, to identify any potential problems. Second the agreement should specify that the agreement does not include any work for unforeseen site issues.

For example, who is responsible for moisture testing—the foundation subcontractor, the flooring contractor, the retailer, the installation contractor, or the general contractor. The agreement should clarify this responsibility and specify that any needed corrective action will require additional payment. Similarly, the agreement should specify that the flooring retailer or installation contractor is not responsible for correcting unforeseen site problems, such as water intrusion or mold when the existing floors are removed. Unless you addressed these contingencies in the agreement, these conditions can become a source of dispute between the flooring retailer and the owner.

Agree on Price

While it is best not to move forward on the change order without an agreement on price, that is not always practical The parties may not be able to agree on the costs, but scheduling issues demand may delay unworkable. In addition, due to the emergency nature of the change, there may not be sufficient time to fully consider the costs. If costs are not agreed upon before starting the work, the change order should specifically state that the costs are reserved for later determination and that the flooring retailer or installation contractor does not waive its right to fair reimbursement.

Beware of Delays

A change may disrupt the flooring retailer or installation contractor’s other work on the project or significantly delay the work. For example, need to order new or additional products is likely to delay the work. The retailer or installation contractor should address the impact of a delay to ensure they are appropriately compensated for any increase in costs as a result of the delay. Equally important is to ensure the retailer or installation contractor are not liable for any costs incurred by the owner, the general contractor, or other subcontractors as a result of the delay.

Document All Requests

During a construction and home improvement projects, change orders are often approved on the jobsite without a written document. While long existing relationships may cause flooring retailers or installation contractors to put faith in handshake agreements, an oral agreements do not always hold up in court. It is always recommended that a proper change order be documented and signed by the parties. A slight delay in the short term can dramatically decrease an expensive change order dispute at the end of the project.

Nonetheless, on the job requests are common. The changes are often minor, but can add up to significant costs. If the parties orally agree to a change order, the flooring retailer or installation contractor needs to document the request and the agreement to on costs. Contractual obligations, including the requirement for written orders, may be waived by the parties. Most agreements require the waiver to be in writing. Accordingly, the flooring retailer or installation contractor should send an email documenting the agreed upon change order. The email should state:

You have requested a change order to [specify changes]. The costs of the change order will be [amount]. Notwithstanding any provisions in our agreement, this email will serve as the needed documentation of the change order. Based on this agreement stated above, we are moving forward with the work on the change order. Please contact me immediately if you have any questions, or need further clarification.

Proper documentation is a key to avoid legal disputes.

Protect Against the Installation Contractor’s Change Orders

Most flooring sold by retailers is installed by an independent installation subcontractor. That subcontractor will be in the home and a customer commonly asks the subcontractor for certain changes. The subcontractor expects payment, but the customer may think these changes were just clarifications of what they paid for. To avoid these issues, your agreement with the installation subcontractor should specifically state that:

The installation contractor must obtain written approval from [Retailer] for any change orders, work outside of this agreement, price or cost changes, or any other changes in the scope of work whether or not requested by and/or approved by the customer. The [Retailer] shall not be responsible for any additional costs or fees without such written approval.

Be Aware of “Changes in the Work” Clause

Change orders are not the only way for an owner or general contractor to change the work. Many contracts also allow the owner to unilaterally change the work without agreement from the contractor through a “construction change directive” or “CCD”. A change order requires an agreement between the owner and the contractor as to scope, price, and time. When the parties cannot agree, the owner can issue a CCD and the contractor must carry out the change — even if the contractor does not know how much it will be paid for the extra work.

For example, under the AIA form contracts, the additional compensation or completion time due for the CCD will be determined by the architect instead of by agreement of the parties. If the contractor disagrees with the architect’s price, it can sue the owner. What the contractor cannot do is refuse to perform the work. Moreover, most contracts require the contractor to give the owner notice of the contractor’s contention and that it is working under protest, and to keep detailed records of the disputed work. Failure to carry out the work of a CCD is a breach of contract. The courts routinely enforce CCD provisions.

While an owner’s authority to require changes in the work is broad, it is not unlimited. The “cardinal change doctrine” protects contractors from changes in the work so fundamentally alter the original obligation undertaken by the contractor that it would be a breach of contract by the owner if the owner insisted the contractor perform the work. To illustrate, if an owner and a contractor entered into an agreement for installation of LVT, but the owner later decided on hard wood flooring, the cardinal change doctrine would relieve the contractor from installing hard wood floors. The cardinal change doctrine can also be invoked if the there are multiple change orders that fundamentally change the original work.

Don’t Forget to Communicate

One primary reason for disputes over change order claims is a lack of communication and coordination among the owner, design team, retailer, and subcontractors. To avoid this, the flooring retailer or installation

contractor should regularly communicate with the parties, send clear documentation, and a proactively address potential issues. Do not wait to discuss any issues that may arise. Surprises are almost always a road to conflict.

Do Not Waive Your Claims

A flooring retailer or installation contractor can have the most-clear cut case of additional compensation, but lose its right to that compensation if they have not preserved their right to make a claim. One of the most frequent ways a changed work claim is lost is through the doctrine of accord and satisfaction. Acceptance of “final payment” may operate as a release of claims for extras, even if it is clearly not the retailer’s or contractor’s intention to release its claims. If the agreement specifies that acceptance of final payment operates as a release of the owner from all liability, the retailer’s or contractor’s acceptance of the final payment will waive any claims for change order payments. Even in the absence of such a clause, the owner or general contractor may try to designate acceptance of final payment a release of all claims. A retailer or installation subcontractor should preserve their rights to additional compensation by noting on the check endorsement that the check is cashed “under protest” or other words to that effect which show an explicit reservation of the right to make further claim against the owner or general contractor.

Understand Your Legal Options

Changes are going to happen on nearly every construction project and sometimes change order disputes are unavoidable. Flooring retailers or installation contractors have a number of legal options at their disposal. First, the retailer or installation contractor can file a mechanic’s liens, which put a legal claim on the property to ensure payment for completed work. The flooring retailer or installation contractor must make sure they comply with the requirements and deadlines, or they will lose this right. A retailer or installation contractor may also be able to file a bond or warranty claim. Here to, the claim must be within the required time periods under state law. Other options include a stop work notice. There is a risk with such action as they can lead to project delays and possible liability. Ultimately, the flooring retailer or installation contractor may have to pursue its claims in court.

Conclusion

It is essential that the retailer or installation contractor have followed the contractual requirements, and documented all changes and agreements. The retailer or installation contractor should always consult with legal counsel to explore their options, assess the risks, and determine the best course of action.

The information contained in this article is abridged from legislation, court decisions, and administrative rulings, should not be construed as legal advice or opinion, and is not a substitute for the advice of counsel ■

A retailer or installation subcontractor should preserve their rights to additional compensation by noting on the check endorsement that the check is cashed “under protest” or other words to that effect which show an explicit reservation of the right to make further claim against the owner or general contractor.

ENGINEERED FLOORS

FLOOR ED

Engineered Floors Launches American Standard

We are excited to announce the launch of the American Standard, a brand-new collection within the PureGrain™ Direct Digital Print line. American Standard was specifically designed to address the lack of availability in the top New Standard II and New Standard Plus colors.

The American Standard boasts a curated selection of colors that closely resemble popular New Standard II and New Standard Plus options. This allows customers to achieve a similar aesthetic, even when their preferred choices are out of stock. Engineered Floors understands the importance of design continuity, and the American Standard eliminates the need to compromise on vision due to inventory limitations.

Here’s what makes American Standard stand out:

●Made in the USA: 100% American Sourced, American Made, and American Owned. We control our destiny and do not have to rely on foreign supply chains while supporting American jobs and communities with every sale!

●Unmatched Visuals: Digitally printed directly to a high-density rigid core for exceptional realism and depth. No more repeats like film-based products, just stunning visuals.

●Unique & Proprietary Designs: 35 unique repeats ensure a seamless, natural look that is virtually impossible to distinguish from real wood.

●Digital Emboss Lite: Using digital emboss technology, a light structure is built up on the surface of the board creating an exact texture match (EIR) to the design.

●Durability You Can Trust: Our EverTuff Clearcoat® with aluminum oxide achieves a wear rating of AC3 (we can still achieve the equivalent to a 20 mil wear layer) for lasting performance in high-traffic areas.

●Effortless Installation: One2Click® Angle/Angle Locking System (Välinge 2G) makes installation fast and easy.

American Standard 6206 Alys

The Tom Jennings Champion Award

InJanuary, the WFCA’s 2023 co-recipients of this award were given to Michael Faust (posthumously) and Chad Ogden at Surfaces in Las Vegas for outstanding achievements in exceptional service, positive attitude, and commitment to customers and community.

Chad Ogden

Chad Ogden, the visionary founder of QFloors, established the prominent flooring software company in 1999, propelling it to the forefront of the industry. The software’s first installation in an Ogden store marked the beginning of QFloors’ journey as a transformative tool in the flooring industry.

Ogden, recognized as a beacon of integrity and a role model for leaders, has consistently demonstrated a commitment to living and teaching correct principles. His leadership style cultivates a culture of ownership, accountability, empowered stewardship, responsibility, inclusion, and alignment, inspiring confidence throughout the organization.

Ogden’s dedication to customer service is not just a philosophy; it’s a daily practice. From answering customer calls during peak times to working tirelessly to resolve technical issues, his hands-on approach resonates with customers and employees.

Today, QFloors’ success is guided by Odgen’s principle: ”It’s making other people and other businesses successful; that’s what we’re all about, and I think that defines our success.”

Below: Chad Ogden; at right: Chad Ogden accepting the award from WFCA CEO Scott Humphrey

Mike Faust

Withover 45 years dedicated to the industry, Faust, founder of Carpeting by Mike, has left an enduring impact on customers, communities, and the flooring profession. Faust’s infectious smile and laughter became synonymous with his approach to business and life.

Guided by a set of core beliefs encompassing humility, honesty, ethics, continuous learning, and a steadfast commitment to doing what is right, Faust devoted his entire life to aiding others globally.

Following his passing, his daughter Typhannie Harker took on the responsibility of continuing her father’s legacy as the new owner of Carpeting by Mike in 2018.

“Carpeting by Mike is one of the stellar retailers in our industry, and it has been an honor and a privilege to partner with them through the past four decades,” remarked Jeff Lorberbaum, Mohawk Chairman and CEO.

Faust is being recognized for his contributions to the flooring industry and the indomitable spirit and values that shaped his remarkable journey.

Caption: At the award ceremony, Typhannie Harker graciously accepted the honor on behalf of her father, Michael Faust, from WFCA CEO Scott Humphrey

Second Photo: Mike Faust

Photo

Luminary Award

The

WFCA’s Luminary Award honors individuals’ excellence and inspirational actions in their careers and communities for their mentorship, leadership, and contributions to advancing the floor covering industry.

Kathy Young, the former Vice President of Marketing Services at Shaw Industries, received the esteemed Luminary Award in January for her exceptional contributions and remarkable 45-year career in the floor covering industry at Surfaces in Las Vegas.

Young exhibited exceptional resilience, accountability, and reliability, persevering during a male-dominated era in the industry. She played a crucial role in Shaw’s growth, overseeing retail licensing programs for prominent brands like Kathy Ireland, Martha Stewart, and HGTV. Young significantly contributed to women’s inclusion in the residential flooring market.

Her leadership exceeded beyond corporate success, as Young spearheaded Shaw’s efforts, making the company the top sponsor for St. Jude Marathon fundraising, raising over $700,000.

Kathy’s unwavering commitment, innovative spirit, and transformative leadership have shaped companies and left a lasting impact on the floor covering industry.

NAVIGATING BUSINESS SUCCESS

Grow with us webinar series by industry experts

Join our exclusive Grow With Us Webinar Series and connect with top industry experts to gain valuable insights and knowledge. Each month, we explore diverse topics followed by a dynamic Q&A. Don’t miss out on this educational opportunity. Click here and come grow with us!

A Special Grow Webinar Event: WFCA Advocacy & Legislative Action Update

June 6th 2:00 pm (EST)

This exclusive panel will update members about the last visit to Washington DC, meetings with legislators, and the advocacy work WFCA is doing on behalf of its members and the industry.

July 18th 2:00 pm (EST)

SEAL Leadership Academy

Led by: Scott Humphrey, CEO, WFCA

Randy Gravitt, CEO, Gravitt Company

August 15th 2:00 pm (EST)

Sam O’Krent Chairman of the Board, WFCA CEO, O’Krent Floors

Scott Humphrey CEO, WFCA

Jeff King General Counsel, WFCA Special Counsel, Jones Walker

Kaytie Pickett Special Counsel, Jones Walker

Brett Richards Special Counsel, Jones Walker

FLOOR ZOOMINGEDIN

Mayson Taylor

A Gen Z’er, market researcher, writer, and blogger, Mayson Taylor grew up in the flooring industry. She is a senior at High Point University in North Carolina and works with PFR Magazine as a new section editor for “Zooming In… Gen Z — Getting to Know the Next Generation of Consumers.”

How Is Gen Z Changing the Shopping World?

Generation Zs are born from 1997-2012, and their current ages are 12-27. They are the generation currently growing up in our world and have shaped the culture of social media as they have taken more of a presence in society. Gen Z is the social generation that was brought into the world where social media and online platforms were starting to flourish. As they transition into adulthood and independence, Generation Z is not just leaving the nest; they are reshaping the entire world of buying and selling. This transformation, driven by their unique buying habits, is not a trend but a new reality that businesses across all sectors must adapt to.

Five Important Buying Habits of Gen Z

1. One of the most significant Shifts in Gen Z’s buying habits is their preference for online shopping over traditional brick-and-mortar stores. This trend, which gained momentum during the pandemic, has continued to thrive even after the crisis. Platforms like Amazon and eBay have become Gen Z’s go-to for shopping, reflecting their reliance on online channels in this new age of retail.

2. Social Media Influence: Social Media has significantly influenced the lives of Gen Z. Platforms such as Instagram, TikTok, and Facebook have become a source of product discovery. They are a significant way for consumers to engage and search for reviews on products they could be interested in.

3. Sustainability and Ethical Shopping: Gen Z consumers value sustainability. They are highly conscious of the environmental impact of their purchases and prefer to support brands that are transparent about their supply chain and resources. This value-driven approach to shopping is not just a trend; it’s a force reshaping the market and compelling businesses to adopt more ethical practices.

4. Digital Payments: Apple Pay, Google Wallet, and PayPal are becoming the most comfortable ways for Gen Z to pay for anything. The convenience of not having to carry a physical wallet offers a secure transaction that can be made on everyone’s device. This upgrade to our payment style has forced businesses to move outside of the old-school way of payment and upgrade their point-of-sale systems in hopes of appealing to Generation Z.

Generation Z is not just leaving the nest; they are reshaping the entire world of buying and selling.

Apple Pay, Google Wallet, and PayPal are becoming the most comfortable ways for Gen Z to pay for anything.

5. Subscription Services: This is another convenience for Gen Z. These services cover specific niche markets that offer subscription models. These can be media services like Spotify or Netflix or for your cooking needs like Blue Apron or Hello Fresh. These are perfectly tailored to the Gen Z market and offer the simplicity to life that Gen Z craves.

How Does This Relate to the Flooring Business?

Understanding these purchasing behaviors has become crucial for any business. Many must adapt to Gen Z’s buying habits because this market is not just famous but a beacon of hope for the future. Gen Z’s habits value sustainability, technology advancements, and simplicity. These value-driven shoppers constantly change the market, and staying updated with them is essential and a path to success. Flooring companies like Flooret and TrueTouch are the perfect examples of this. Flooret makes flooring easy by being budget-friendly and sending samples right to their buyers’ doors so they can design their homes quickly; this values the convenience and simplicity of Gen Z. TrueTouch partners with 4Ocean and OneTreePlanted to offer a sustainable and ethical purchasing mindset to anyone interested in their floors. These companies provide the sustainability and simplicity that Generation Z wants, and future flooring companies should transition into embracing similar values.  ■

Gen Z consumers value sustainability. They are highly conscious of the environmental impact of their purchases and prefer to support brands that are transparent about their supply chain and resources. This value-driven approach to shopping is not just a trend; it’s a force reshaping the market and compelling businesses to adopt more ethical practices.

WAGNER METERS

Jason Wright

Jason Wright brings more than 30 years of flooring industry experience with particular specialization in hardwood floor products and installation. Beginning in 1986, with a small sundry distributor in Medford, Oregon, Jason ascended through positions in Regional Sales, Product Development, Business Development, and Marketing programs within different flooring companies. Jason brings a wealth of experience from starting new companies to supporting the flooring industry within the wholesale and retail sectors. Over many years, the flooring industry has come to rely upon Jason’s extensive experience. Contact him by email at jwright@wagnermeters.com.

A Guide to Moisture Testing During Floor Installation

Every flooring installer dreams of a beautifully installed floor that can stand the test of time. So what’s the secret to that kind of success at every job? Making moisture testing a part of your installation process! Join us as we look at how you can take steps at every stage to reduce the risk of moisture damage:

● Pre-installation

● During installation

● Post-installation

Let’s begin.

Preparing for Installation with Moisture Testing

Failure to test for moisture during installation prep could lead to floor damage. That’s why it’s important to:

● Allow your wood to acclimate: Keep your wood from cracking or swelling by giving it time to acclimate to the environment of the job site. You can do this by cross-stacking the boards and keeping the room at stable conditions somewhere between 60 and 80° F and 30 and 50% relative humidity. (Use a temperature and humidity data logger, like Wagner’s Smart Logger, to keep track of these conditions.)

High moisture levels can cause your floorboards to buckle after installation.

Learn more: wmeters.com/3T7sTLt

The Orion 950 wood moisture meter can find the moisture content of wood without pins, making it easier to take measurements without damaging floorboards.

● Make sure the subfloor is dry: Depending on the type of subfloor (wood or concrete), use a wood moisture meter or appropriate concrete moisture testing to determine whether the subfloor has reached acceptable moisture standards by manufacturer guidelines.

It’s important to take special care with these pre-installation procedures.

Moisture in the subfloor can move into the floorboards above. If you don’t check your subfloor’s moisture, you might place your floorboards on a wet subfloor, which will eventually cause the floorboards to buckle, swell, or warp. The same problems could occur if you don’t give the flooring a chance to acclimate.

Proper moisture testing will help confirm that your materials are ready for installation. And that’s what we’re going to look at next.

Moisture Considerations During the Installation Process

Moisture testing is something you’ll want to keep in mind throughout the installation process.

Moisture can creep in through windows, leaky pipes, and ceilings, causing floorboards to warp, swell, buckle, or cup. Changes in temperature and humidity can also have a similar impact. In this way, moisture will continue to threaten your work… Unless you set up a tool to monitor moisture levels postinstallation.

The Smart Logger notifies you of changes in ambient conditions so you can be aware of rising moisture levels.

You can do this by:

● Testing moisture content: Use a pinless wood moisture meter to check the moisture content of your floorboards. This is especially important if you’ve noticed drastic changes in ambient conditions.

● Maintaining a ¾-inch expansion gap between the floor and the wall: Leaving this extra space will give your floor room to swell, should it react to seasonal moisture changes.

Once you put that last board in place you can have the satisfaction of completing a job well done. But don’t stop there.

The floor will still need protection from moisture post-installation.

Maintaining Quality Floors

Small steps can ensure the floors you installed look good for years to come. As you leave the job site, instruct your clients on how to care for their new floors. Above all, you’ll want to warn them about the dangers of moisture. Moisture can creep in through windows, leaky pipes, and ceilings, causing floorboards to warp, swell, buckle, or cup. Changes in temperature and humidity can also have a similar impact.

In this way, moisture will continue to threaten your work… Unless you set up a tool to monitor moisture levels post-installation.

Wagner Meter’s Floor Sentry, an embedded wood floor data logger, allows your clients to continue to monitor the moisture conditions of the flooring. Floor Sentry fits into the underside of a wood plank and keeps track of both the floor and subfloor. If moisture levels go above safe levels, your clients will receive immediate alerts so that they can investigate the problem and correct unsafe ambient conditions.

With tools like these, you’ll help clients to protect the floor you’ve worked so hard to install. And, by following all of these installation steps and procedures, you’ll develop a good reputation among clients as an installer who puts in beautiful floors—and goes above and beyond trying to keep them that way!

Head on over to WagnerMeters.com for all the moisture testing tools you’ll need as a floor installer. ■

Keep your wood from cracking or swelling by giving it time to acclimate to the environment of the job site. You can do this by cross-stacking the boards and keeping the room at stable conditions somewhere between 60 and 80° F and 30 and 50% relative humidity.

FLOOR ED

Freida Staten V.P. of Marketing, Communications & Membership, WFCA

Humor at Work

DwightD. Eisenhower once insightfully remarked, ”A sense of humor is part of the art of leadership, of getting along with people, of getting things done.” This wisdom not only resonates with me but also highlights the often-underestimated power of humor in enhancing leadership and collaboration. While we universally praise laughter as the best medicine, its transformative role in professional settings, offering significant mental, physical, and social benefits, deserves more spotlight.

Laughing All the Way: How Southwest Airlines Soared

with Humor

Guided by co-founder Herb Kelleher’s vision, Southwest Airlines exemplifies the impact of humor in the corporate world. Embracing the ”hire for attitude, train for skill” philosophy, Southwest focused on recruiting individuals who brought a sense of humor to the team. Kelleher’s groundbreaking approach not only challenged the conventional stigma that humor was unprofessional but also proved that a positive atmosphere enhances productivity, creativity, and morale. This, in turn, skyrocketed customer satisfaction, engagement, and profits. Southwest’s story is a testament to how companies can achieve unparalleled success and camaraderie by fostering an environment where humor is a valued asset.

Kelleher’s belief was simple yet transformative: a positive attitude enhances productivity, creativity, and morale, which in turn boosts customer satisfaction, engagement, and profits. By infusing humor into its operations, from engaging in-flight announcements to unique celebrations, Southwest Airlines didn’t just stand out for its low fares; it created memorable experiences for passengers, proving that a company can elevate success and camaraderie by taking a lighter approach and focusing on making every journey memorable. It’s clear that Southwest doesn’t just fly planes; they uplift spirits.

The Transformative Effects in the Workplace

● Cultivating a Positive Culture: Humor creates a welcoming atmosphere, breaks down barriers, and fosters teamwork.

● Elevating Employee Morale: A workplace that laughs together stays engaged, satisfied, and motivated.

● Strengthening Trust and Collaboration: Laughing together reduces hierarchies, making leaders more approachable and encouraging open communication.

● Boosting Creativity and Innovation: A relaxed mind through laughter enables creative thinking and problem-solving.

● Empowering Leaders: Leaders who use humor effectively appear more approachable and relatable, enhancing their leadership effectiveness.

● Improving Communication: Humorous communication is engaging and memorable, ensuring messages resonate well with the team.

● Supporting Health and Well-being: Laughter has numerous physical health benefits, including stress reduction and immune system enhancement.

Cultivating a Humorous Workplace

Creating a workplace that celebrates humor requires a thoughtful approach to ensure it aligns with company values and inspires employees. It’s about setting a tone that encourages laughter, valuing a sense of humor during the hiring process, promoting the sharing of light-hearted content, acknowledging those who contribute to a joyful atmosphere, and weaving humor into meetings and team activities. This strategy enhances the work environment and ensures that humor serves as a bridge, connecting people and fostering a united, positive culture.

Conclusion

Southwest Airlines’ success with humor in the workplace demonstrates its potential to create a culture of positivity, openness, and innovation. In embracing laughter, we’re not merely adding a layer of enjoyment to our workdays; we’re investing in our teams’ health, happiness, and productivity. As Victor Borge famously said, ”Laughter is the shortest distance between two people.” By welcoming humor into our workplaces, we bridge gaps, foster unity, and create spaces where we achieve our goals and enjoy the journey together. This week, I challenge you to embrace the opportunity to introduce just one instance of humor into your workday. The positive impacts, much like laughter itself, can be contagiously surprising. ■

By infusing humor into its operations, from engaging in-flight announcements to unique celebrations, Southwest Airlines didn’t just stand out for its low fares; it created memorable experiences for passengers, proving that a company can elevate success and camara-

derie by taking a lighter approach and focusing on making every journey memorable.

FLOOR ED

A longtime supporter of the WFCA, Jim Buckles, is creating Purchasing Ally, the PA for your flooring business™.

Buckles is an industry veteran of over 30 years, whose experience includes CCA Global, RFMS, the WFCA as well as consulting with independent retailers throughout the USA, Australia, New Zealand and Canada.

fcB2B: From Its Inception to Today

Roughly

twenty years ago, a group gathered in Dalton to move the industry forward. They wanted to create a way to easily swap electronic documents between vendors and retailers. This group of visionaries included representatives from Shaw, Mohawk, and Beaulieu, as well as Chad Ogden and Terry Wheat from the software side.

Prior to this initiative, there was no electronic industry standard for purchase orders, price lists and invoices, making the efficiency that electronic documents provide out of reach for most. With the founding group driving the collaboration, the arduous task of creating an industry specific format for these documents began.

Fast forward ten years, and the basic framework for these documents was in place. Many of the major players gathered annually to continue their work on refining the level of detail within the data, resulting in increased usefulness for both the retail software industry, the manufacturers, and distributors. During this period, David Marshello at RFMS, took ownership of this initiative to get as many companies on the vendor side as possible to participate in the electronic document interchange (EDI). Some of these companies took over five years to commit and build their software to be ready to participate. From his initial involvement until his retirement, he personally worked with these companies to increase the count to sixty, making EDI a viable component of the industry.

Today the legacy ERP software companies have enrolled over two thousand dealers using their software to participate in EDI. They represent the largest companies in the industry, all benefiting from the efficiencies. However, there are the smaller dealers, representing roughly eighty percent of the companies, who have been shut out of the game as they are not candidates for using the legacy ERP software, and are instead using nationally accepted software such as Quickbooks®.

To solve this inequity, a longtime supporter of the WFCA, Jim Buckles, is creating Purchasing Ally, the PA for your flooring business™. Buckles is an industry veteran of over 30 years, whose experience includes CCA Global, RFMS, the WFCA as well as consulting with independent retailers throughout the USA, Australia, New Zealand, and Canada.

Purchasing Ally will allow the dealer to create a sales order from the pricing catalogs, send the purchase orders and get confirmations, as well as receive invoices. All this activity will then be automatically exported to Quickbooks®, in the cloud, for

Today the legacy ERP software companies have enrolled over two thousand dealers using their software to participate in EDI.

Jim Buckles Founder, Purchase Ally

their back office to send bills, take payments, and pay bills. More exciting is the new method (patent pending) to take price lists from vendors not using EDI, and using AI transform them into a usable format for the software. This will then send POs to the vendors by email or fax. If via email, the vendor will be given a secure hyperlink to update their shipping dates, confirm prices, etc. directly in the retailer’s software. They can also send their invoices to the software to be imported, and then sent on to the retailer’s copy of Quickbooks®.

One of the guiding principles for our company is that we run our business, not yours, and strive to make our product a simple, intuitive addition to your business. You decide if you want to use a mark-up or margin calculation, from a default setting to a vendor setting, to being able to edit each line to change either your percentage or your sell price. You decide on your vendors. You decide on your accounting software. You’ve created a successful business, let us help you run it, not change it to suit our software.

Buckles is currently looking for both some prototype pioneers to assist with getting the software ready for general release, as well as opening the wait list for dealers who want to know when they can download the software. For the software, please email support@purchasingally.com while Buckles can be reached at james.buckles@fullcircledevelopmentllc.com

One of the guiding principles for our company is that we run our business, not yours, and strive to make our product a simple, intuitive addition to your business.

Revolutionize Your Flooring Business

Introducing QuickBooks-Based Electronic Document Interchange with Purchasing Ally

Say goodbye to manual processes! Purchasing Ally streamlines the exchange of electronic price lists, purchase orders, and invoices through the latest fcB2B standards.

• Developed by industry veteran Jim Buckles, with over 30 years of experience and a deep understanding of the flooring market.

• Simplify your operations with Purchasing Ally. It integrates seamlessly with Quickbooks, updating your accounts in real-time.

Purchasing Ally is Now Seeking Participants for Beta Test Program

Be a part of the beta program! We’re selecting 10 Quickbooks users to help refine Purchasing Ally and shape its features. Don’t miss this unique opportunity!

Ready to revolutionize your business? Email us at support@purchasingally.com to join the beta program and be a pioneer in transforming the industry.

HELP US CELEBRATE NATIONAL SKILLED TRADES MONTH

THE FUTURE OF OUR FLOORING IS IN THE HANDS OF OUR CRAFTSMEN AND CRAFTSWOMEN. HELP US BRING MORE TALENT TO THE INDUSTRY.

BE A PART OF THE INDUSTRY WIDE SOLUTION. WHEN YOU STEP UP MORE RECRUITS TRADE UP

RECRUITMENT, SCHOLARSHIPS & PLACEMENT FOR TOMORROW’S FLOORING CRAFTSMEN

Donate today and find out how you can be part of the solution at FCEF.org

NATIONAL SKILLED TRADES MONTH

FLOOR COVERING ED JCATION FOI.INDATION

The significance of supporting FCEF and raising awareness about skilled trade careers in the flooring industry has never been more important than this moment. Presently, our industry stands at a critical juncture where we can actively vie for top-tier talent and advocate for comprehensive training and education within the installation profession. Here are insights from various FCEF supporters, urging YOU to lend your support to FCEF NOW.

flOORYOURFU TURE •�

As the Director of Flooring for NFM and the Vice Chair of the FCEF Board, have the privilege and responsibility of working and collaborating with a team of dedicated professionals who are passionate about advancing the flooring industry through education and training. Both NFM and the FCEF are committed to creating and promoting career opportunities for the flooring industry by developing and delivering quality education and training programs that meet the needs in all markets.

One of the ways that NFM supports the FCEF's mission is by partnering with a local college to design and teach a certification program for carpet and hard surface flooring installation. This program provides students with the knowledge and skills to excel in this rewarding profession. The certification not only benefits the students, but also the flooring retailers, manufacturers, and consumers who depend on quality installation for their satisfaction and safety. By supporting the FCEF, you are supporting the future growth and excellence of the flooring industry. You are helping to create and sustain a pipeline of qualified and competent flooring installers who will meet the demands and expectations of the market.

Without doubt the largest hurdle flooring dealers face today, who are in the full-service business, involves installation. The critical nature of getting the product on the floor properly and has never been more difficult. Coming from a manufacturing and distribution background, I can appreciate what dealers bring to the market with their installation services. The FCEF program and other training opportunities will help showcase the flooring industry and help us partner and develop professionals with skills for the future.

J\ I * FLOORING

Design Centers

I hope over the next few years we will see a renewal in the entrepreneurial spirit and youth will see how they can live and prosper working in a great industry.

The giants out there only selling product will continue growing their market share if retails cannot use service against them.

FCEF plays a crucial role in supporting and promoting the skills of installers in the flooring industry. By focusing on skill trades, FCEF addresses a critical gap in vocational education and workforce development.

The foundation offers training and certification opportunities, ensuring that flooring professionals are highly skilled and well-prepared to meet the industry's demands. Supporting FCEF not only helps maintain high standards in the flooring installation but also enhances career opportunities for individuals in this trade. Through its efforts, FCEF contributes to the overall growth and professionalism of the industry, ensuring quality and sustainability in flooring solutions. This support is vital for the longevity and innovation of the flooring sector, benefiting both workers and consumers alike.

Nebraska Furniture Man

David Chambers /Director Of floo11ng

Nik Burdett /Atlanta Flooring Design

Students at Hawkeye Community College April 2024

Sinclair Myers/General Manager

Chris Ogden, Communications Specialist, QFloors software

Listening to What They Need vs. Telling What You Know

Co-founders Chad and Trent Ogden.

WhenI was in high school, I worked for a short time (to everyone’s relief) at a shoe store in the mall. I was okay at greeting and chatting with customers, but I was terrible at cross selling. My manager requested that with each sale, we try to up revenue by bringing out additional types of shoes. If they came in for dress shoes, we were to bring out running shoes. If they asked for sandals, we were to bring out flats or loafers in a similar size. The idea was that the customer would buy two pairs of shoes, instead of one.

Except it didn’t work that way. I would bring the size and type of shoes they’d asked for, and then brightly-but-awkwardly say, “And look! We also have these great running shoes, right in your size, on sale today!” The customer would typically look at me in irritation and say, “I asked for sandals.” or “I already have running shoes.”

I’ve seen this type of misplaced sales tactic throughout different types of industries and business models. It rarely goes well. At least in the long term.

The problem is where your focus lies. Are you listening to your customers, learning their needs, and making recommendations based upon what’s best? Or are you thinking about what you need to clear out of your showroom, or the product with the biggest spiff? Are you selling them what you would like them to need, or the product they truly need?

Of course this is not a new concept, but it’s one that is easy to forget.

Your expertise in flooring is valuable. You know what you’re doing. And thus, your shared feedback can help build loyal, lifelong customer relationships. Your

Talking to your customers about their project and understanding their pain points can help you identify and patiently lead them to the right “shoe” or flooring. This requires some tact.

flooring genius, when truly focused outward to solve problems, can guide your customer to the perfect solution. But if customers feel like you’re simply talking at them, or reciting a sales pitch, they’ll be skeptical of anything you suggest.

Of course, things get tricky when the customer thinks they know what they want, but after listening to their situation, you can see that it is not a good fit. Truly listening to your customers doesn’t always mean simply filling an order. They might come in with a specific idea of what they want, but as you listen to where it will be placed and how it will be used, it’s obvious that it’s not a solution they will be happy with in the long run.

I experienced this with my own floor. My sister-in-law had a gorgeous handscraped hardwood floor in her home, and I decided I wanted the same for my kitchen and entry. My father-in-law, who had decades in the flooring industry, as well as the store’s manager, told me that the climate we live in, with its extreme cold and heat and dry air, would be hard (no pun intended) on my hardwood. They pointed out that where two outside doors opened into the area, it might wear especially poorly over time. They suggested LVP or LVT products, but I stubbornly stuck to my hardwood, because, well, it was pretty. They then suggested that if I was set on the hardwood, I put a humidifier in the room to prevent the floor from cracking. I intended to, and never got around to it. Today, I have cracked wood that needs to be replaced, and I have no one but myself to blame.

Allegorically, I was asking for sandals, when I really needed running shoes.

Talking to your customers about their project and understanding their pain

The problem is where your focus lies. Are you listening to your customers, learning their needs, and making recommendations based upon what’s best? Or are you thinking about what you need to clear out of your showroom, or the product with the biggest spiff? Are you selling them what you would like them to need, or the product they truly need?

Your expertise in flooring is valuable. You know what you’re doing. And thus, your shared feedback can help build loyal, lifelong customer relationships. Your flooring genius, when truly focused outward to solve problems, can guide your customer to the perfect solution.

points can help you identify and patiently lead them to the right “shoe” or flooring. This requires some tact. They may or may not listen, but they’ll appreciate your insights in the long run.

Mutually beneficial relationships are built when collaboration is the focus, rather than simply closing a sale. The CEO of QFloors software, Chad Ogden, was recently awarded the WFCA’s Tom Jennings Award, in recognition of his extraordinary outward focus. One of the QFloors customers interviewed said this about Chad: “Chad’s decades of experience, along with his genuine care and interest in helping us has been vital to our company’s growth. Chad’s approach to issue solving is sincere, intelligent, and always with our best interest in mind. A call to Chad has usually involved a situation requiring not only advice and direction, but a quick intuitive understanding of our needs, and he’s always spot on. We’ve appreciated his willingness to jump in and creatively collaborate in all of our business needs.” (Kelly Flick, The Floor Store)

While it’s easy to get caught up in the day-to-day stresses of running a business, consciously turning outwards and focusing on listening will pay off in significant, lasting ways. And while not every customer will be appreciative of your efforts, it’s still the best way to go. Otherwise, you’re just starting off on the wrong foot. ■

Stacy Eickhoff Sr. Vice President, has specialized in providing insurance programs for the Floor Covering Industry for over 25 years. Risk Strategies is a top national broker providing comprehensive risk management advisory services.

Current Property & Casualty Insurance Market Conditions

Insurance market conditions have improved slightly, with the rate of premium increases slowing in Q4 2023.

The following are the top three key takeaways from The Council of Insurance Agents & Brokers’ Commercial Property/Casualty Market Report for Q4 2023 (October 1 – December 31):

● “Premiums increased by an average of 7.0% across all account sizes in Q4 2023, down from the previous quarter, but still marking the 25th consecutive quarter of premium increases. Small and large account premiums increased by an average of 6.7% and 6.1%, respectively, while medium-sized accounts had the highest increase for the 3rd consecutive quarter, at 8.2%.

● Similar signs of moderation were also evident across all lines of business. Premiums increased by an average of 5.7% across all lines, down from 7.1% in Q3.

● Commercial property premiums premium increases slowed noticeably, from 17.1% last quarter to 11.8% this quarter — though this was still the highest increase in premiums among all lines. As with the previous quarter, justifications from carriers included trouble with reinsurance capacity and pricing, increased natural disaster claim frequency and severity due to climate change, and inflation. Capacity for the line continued to fall, and underwriters prioritized requests for information on valuations and exposures like wind and hail.”

(Council of Insurance Agents & Brokers, 2024)

Property insurance market conditions continue to be impacted by catastrophic wildfires and other weather-related natural disasters. Those businesses in CAT prone areas and/or with losses can expect changes in terms including reduction in coverage, higher deductibles, and limited capacity. Further impacting the market are the increased cost of goods due to inflation and labor shortages.

The CIAB survey also found that ”Sixty four percent (64%) of respondents reported a decrease in capacity for the line.” the ninth consecutive quarter of capacity reductions. Besides showing caution for deploying capacity, underwriters sought updated property valuations and extensive information on property exposures, including roof age

or wind exposure. Overall, carriers continue to evaluate their books of business with a jaundiced eye. (Council of Insurance Agents & Brokers, 2024)

Whether you own your building or just rent, it is critical that you document any updates to roofing, electrical, plumbing, and HVAC systems. Several admitted insurance carriers will not offer property insurance to those insureds located in frame or joisted masonry buildings older than 30 years old without proof or confirmation of updates to these systems.

The floor covering industry faces challenges due to several factors. The cost of potential losses due to fire is high as the materials used to manufacture carpet burn hot when ignited, stored adhesives, and the use of forklifts fueled by propane tanks make any fire much more difficult to extinguish. Water damage and smoke damage to floor covering materials is difficult to mitigate; even if the fire is extinguished timely, the likelihood of a total loss is high.

The General Liability market is less impacted by market conditions, with carriers seeking small rate increases for those businesses with favorable loss history, good controls, and proper risk transfer when using sub-contractors. Most floor covering dealers have a combined exposure of retail/wholesale and contracting. Insurance carriers have difficulty marrying the two. Having a broker that understands the exposures of your industry is critical.

Automobile insurance rates will continue to be challenging through 2024. This line of business continues to be a loss leader for insurance companies that write this coverage.

In a recent Insurance Journal article, Jason B. Kurtz, a principal and consulting actuary for global consulting and actuarial firm Milliman, is quoted “Looking at commercial auto, underwriting losses continue, with a projected 2023 net combined ratio of 110.2, the highest since 2017,” said Kurtz. “For 2023 Q3, the incurred loss ratio was the highest in over 15 years, while the 2023 net written premium growth rate of 6% is noticeably lower than the prior two years. For commercial multiperil, the 2023 net combined ratio of 110.3 is forecast

to be the highest since 2011.” (Report: 2023 Combined Ratio Forecast at 103.9, 2024 February 19)

Carriers are raising prices, exiting underperforming states, and applying strict underwriting protocols. Businesses with driving exposure should at minimum have a safe driving policy which includes both driver acceptability guidelines and a mobile device/distracted driving policy. Acounts with losses will have difficulty finding coverage.

Workers’ Compensation continues to be one of the most favorable lines of coverage where pricing is concerned. The National Council on Compensation Insurance (NCCI) most recent update to their Frequency and Severity by State report includes the following results:

”On an individual jurisdiction basis, five consecutive years of underwriting gains have been observed in the majority of jurisdictions (27 of 38). While there is more year-to-year volatility in some jurisdiction-specific combined ratios, results on a combined countrywide basis have been stable.” (National Council on Compensation Insurance, 2024)

The excess liability and umbrella market continue to remain hard, and pricing is driven based on the underlying exposures with automobile being the main driver. Carriers are still heavily scrutinizing accounts, and capacity is still limited. Social inflation and its impact on exponentially rising claims costs, driven by factors such as litigation funding, nuclear verdicts and surging medical care expenses continue to drive the market. Where umbrella coverage can be purchased in conjunction with other lines of coverage, pricing is much more favorable.

Navigating the insurance market is one more challenge a business must face in today’s world. To achieve the most optimal results for your business, it is critical to keep your location maintained, enforce your safety policies and procedures, and use your resources like the World Floor Covering Association, your insurance company’s risk management tools, and an insurance broker that knows your industry. If you need assistance give Risk Strategies a call, we know your industry. ■

FLOOR ED

WFCA’s SEAL Academy: A Groundbreaking Journey to Leadership Excellence

The SEAL (Seeking Excellence As Leaders) Leadership Development and Certification Program embodies WFCA’s commitment to fostering leadership excellence that benefits professional ambitions and personal growth.

In collaboration with Lead Every Day, an organization with thirty years of cultivating influential leaders, the SEAL Academy arms professionals with the skills, mindset, and certification needed to lead with integrity and navigate the complexities of today’s business world.

In collaboration with Lead Every Day, an organization with thirty years of cultivating influential leaders, the SEAL Academy arms professionals with the skills, mindset, and certification needed to lead with integrity and navigate the complexities of today’s business world.

Participants from the pilot program have heralded the SEAL Leadership Development and Certification as a transformative educational experience.

Program Highlights:

● Four-Month, Self-Paced Educational Journey: A structured, flexible learning experience that accommodates busy schedules while promoting deep learning and significant personal growth.

● Engaging Curriculum with Personal Coaching: Over 50 carefully curated modules, enhanced by weekly text interactions and monthly personal coaching sessions via Zoom, facilitate a hands-on learning environment under the guidance of experienced leaders.

● Expert-Led Curriculum: Learn from the profound insights and experiences of Randy Gravitt and Mark Miller from Lead Everyday, whose backgrounds guarantee a rich, impactful learning experience.

● Leadership Certification: Participants can earn an industry-wide recognized leadership certification, symbolizing their commitment and achievement in leadership excellence.

● Accessible Pricing: Open to individuals at $299 annually or $29 monthly, and companies can engage up to ten employees for $999 annually, ensuring leadership development is within reach for all scales of the flooring industry.

● Special Offer for Premium Plus Members: Enjoy a 10% discount on this transformative SEAL program, highlighting WFCA’s ongoing effort to add value and foster the professional growth of its members.

Watch this special message for an in-depth understanding of the program’s potential and a personal invitation from Scott Humphrey.

For more information and to enroll, visit SEAL Academy. Seize this chance to join the flooring industry’s leadership excellence ranks. ■

Join WFCA’s revolutionary SEAL Leadership Development and Certification Program, in collaboration with Lead Every Day

PROGRAM OVERVIEW:

• Four-Month Self-Paced Journey

• Engaging Curriculum & Personal Coaching

• Expert-Led Insights by Randy Gravitt & Mark Miller

• Industry-Recognized Leadership Certification

AFFORDABLE PRICING:

• Individuals: $299 annually or $29 monthly

• Companies (up to 10 employees): $999 annually

Special Offer for Premium Plus Members: Enjoy a 10% discount! Click here to upgrade your membership or join now.

Don’t miss this transformative opportunity! Act fast to secure your spot! For more info and to enroll, visit SEAL Leadership Academy.

www.sealleadershipacademy.org

The Beauty of Wood + the Durability of Laminate

Our product is monolithic (all one substance), so it is 100% waterproof throughout and has a lifetime waterproof warranty.

THE BEAUTY OF WOOD + DURABILITY OF LAMINATE.

Long End UNILIN™ System

Matches most installed flooring to include tile, carpet, wood, or laminate without the need to build up substrate

Minimal floor prep required vs. SPC easy leveling, no telegraphing

15% moisture in slab accepted vs. 10% or less accepted by competitors

Meets the strictest air quality standards in the US: Exceeds Carb II Requirement and all OSHA Requirements

Can be cut in any length or any angle and will remain 100% waterproof

● No need to caulk edges

● Ideal for the whole house, especially bathrooms and kitchens

● Our moldings are 100% waterproof and are included in your warranty

Everglades Highlands Oak Hill

Oakmont River Oak Sherwood

Southern Hills Westchester Willow Crest

> PLANK SIZE: 9 3/8”x 60”

> THICKNESS: 10mm (8mm + 2mm Pad)

> WEAR SURFACE : AC 4

> CARTON SIZE : 27.44

> INSTALLATION : UNIDROP

> PROFILE: four sided painted bevel

> CORE: waterproof wood

> WARRANTIES:

Limited Lifetime Waterproof Warranty

Limited Lifetime Petproof Warranty

Limited Lifetime Residential Warranty

Did

you know Versatrim also partners with over 100 industry brands through their Coordinating Molding Program (CMP) providing customers with thousands of flooring moldings in various profiles that are colormatched to partners flooring products?

Profit is in the Details

Versatrim

offers award winning products and is known for its high-quality floor moldings, stair solutions and accessories that are designed to be durable and long-lasting. Did you know Versatrim also partners with over 100 industry brands through their Coordinating Molding Program (CMP) providing customers with thousands of flooring moldings in various profiles that are color-matched to partners flooring products? This partnership helps customers by providing them with a seamless and convenient experience when it comes to selecting and purchasing moldings to perfectly complement their chosen floor brand resulting in a cohesive and visually appealing look.

By offering a comprehensive range of moldings that are color-coordinated to our branded partners’ flooring products, Versatrim simplifies the shopping process for customers. They can easily find all the necessary accessories in one place, saving time and effort. Plus, in 2023 Versatrim launched a new on-line shopping site allowing customers to shop by application type, products, and brands. With no minimum order quantities required, there are no overstock headaches to worry about. Customers can order only what is needed when they need it!

Versatrim also highlighted new products during The International Surfaces Show (TISE) which took place in Las Vegas in January at the Mandalay Bay Convention Center.

Versatrim’s newest products are designed to address specific needs in the industry. Be sure to check their NEW primed quarter round and base shoe moldings. These primed quarter round and base shoe products are pre-primed, which means they are already coated with a layer of primer. This makes them ready for painting or staining to match any desired color or finish.

During the TISE show, Versatrim also displayed their new stair solution products, “risers” and “round stair caps!” Both are designed to be easy to install, ensuring a hassle-free and efficient installation process. ■

For additional information on Versatrim’s products, accessories and services visit www.versatrim.com

The ONLY Molding Adhesive You’ll Need!

This wet-set, early-grab, 12-hour curing formula is low-odor and easy-to-clean, leaving no surface residue or ghosting, even once dried. It provides an excellent bond for moldings.

PRODUCT HIGHLIGHTS:

• No Shrink Formula

• High Strength, Waterproof

• Extremely Low VOC

• Covers roughly 15-20 Lin. Ft. depending on application and bead size.

• No Surface Residue

• 12-Hour Cure Time

WHITE STAIR RISERS

Used to enhance stair landings.

Surface Material: High Quality TFL (Thermally Fused Laminate)

Material: Standard Particle Board

This product is excluded from our free shipping options.

PRODUCT HIGHLIGHTS:

• Ready to install with a durable TFL white finish

10 - INCH

10-INCH SAW BLADES

for

on

PRODUCT HIGHLIGHTS:

• High quality carbide tipped teeth for smoother cuts & longer life

• 80 Teeth Alternate Bevel (ATB) tooth geometry specifically for fine crosscuts

• Wide range or applications, wood plywood, MDF, HDF & even some non-ferrous metals like aluminum

• Specifically tested and endorsed for all our trim products, including VersaCap & aluminum VEX

• Blade can be sharpened as needed for long life & superior performance

• Heat Resistant Non-Stick coating reduces gumming for easy cleanup & cleaner cuts

• Lightweight and non-warp particle board core

• Paintable surface***

• Available as a kit option for our VersaCap

• Available in 2 lengths: 46” & 96” and 2 thicknesses: 3/8” & 5/8”

PRIMED WHITE

QUARTER ROUNDS & BASE SHOES

Quarter Rounds & Base Shoes are used to conceal the space between the wall’s baseboard and the flooring.

Surface Material: Primed Painted Surface

Core Material: Standard MDF

Length: 96” Long

Quantities: Factory direct skid quantities. Please inquire with your sales associate for details

This product is excluded from our free shipping options.

PRODUCT HIGHLIGHTS:

• 96” Length available in full skids/ pallets only.

• 3/4” Height

• Primed and ready to paint

FLOOR ED

Mayberry Rug is an American owned family business that is dedicated to delivering Innovative High Value products and service to its customers. The company was started in 1992 as a wholesale rug supplier to Flooring stores, flea markets and variety store trades. The success in these markets led to the expansion into other markets including Furniture Stores, the Building Supply Industry and eCommerce. Today, Mayberry Rug has many running line products as well as one of the largest selections of closeout rugs in the industry. As our business has grown, we have seen some changes, however our commitment to our customers and suppliers has not changed! We thank all of our current and future customers for their business, support and friendship and we look forward to serving you in the very near future.

Partners in Profitability: Tips for Selling Area Rugs

Rugs provide what’s called eye relief, offering interesting colors and textures, creating special-use spaces like conversation areas, and breaking up large expanses.

Thougharguably the oldest floor covering, area rugs are always fresh and new. These days they’re as much about style, art and fashion as they are about protecting our floors.

Rugs provide what’s called eye relief, offering interesting colors and textures, creating special-use spaces like conversation areas, and breaking up large expanses. The colorful nature of area rugs means you can quickly change the feel of a room by changing accessories to pick up different colors, shades and tones and especially effective technique for redecorating homes seasonally.

Rugs are extremely versatile. They’re at the top of the list for making instant do-it-yourself luxurious makeovers. Because they are portable they can begin in one room and move to another as your tastes evolve, you can take them with you.

But the true function of the area rug is fashion. They’re colorful and patterned to be intriguing. They break up an expanse of flooring like wood, ceramic, laminate and resilient, and the trend among designers these days is to use them in a layered fashion—often with pillows or tapestries, even over wall-to-wall carpet to create a focal point or make a personal fashion statement. ■

At right: Galleria Collection Vinings Cream; Far right: American Destinations Collection Broken Bow Multi

DO YOU KNOW WHY YOUR AREA RUGS DON’T SELL?

Retailers either do well with area rugs or they don’t. I think the mistake with area rugs is to see them as a separate category. Yes… consumers come in looking for area rugs but the area rug has a purpose. A salesperson, who understands how area rugs are used, has a much better chance of selling them. To sell them, you have to think like a customer.

What is the customer trying to achieve? How it will be used?

1. Will it be the focal point of the room? Like a magnificent vase or picture, an area rug can stand on its own. You will need to know more about the room to determine the purpose of the room.

2. An area rug can create pockets of intimacy in a room. It can pull a sofa and chair together and build a cozy space in the room.

3. It can link rooms as well as colors and patterns. An area rug containing colors of two rooms will make the rooms feel friendlier.

4. Used with a hard surface floor, an area rug can be ground cover for a floor. Hard wood floors can be made more striking by adding area rugs. The eye will enjoy moving from the wood to the area rug making both more interesting.

5. Area rugs define an area, making it seem more formal or informal.

6. You might want to purchase scale furniture cutouts to help visualize what is presently in the room. Include swatches of wall paper, paint and drapery samples as well as floor samples. Determine the walk around and moving space where the rugs will go. What is necessary to accommodate sitting, standing, and working? You may not want them in heavy traffic lanes. Although they certainly can be walked on, you don’t want them to become a place to wipe your feet on as you come in from the outside.

7. If the customer is buying hard surface, suggest the possibility of adding an area rug at the same time. As elegant as wood floors are, they can be very dull; an area rug can make them pop.

Choose an area rug that creates emotions and encourages the customer to purchase something that delights and excites her.

Area rugs can be seasonal, suggest the customer purchase more than one for the same area.

Below: Barcelona Collection Canvas Multi; At bottom: Augusta Collection Aspen Brown

2116 South Hamilton St, P.O. BOX 6117 Dalton, GA 30722-6117 | 1-800-694-8003 info@mayberryrugs.com

Top to bottom: Barcelona Collection Catalina red; Oxford Collection Cresswell Multi; Monaco Collection Tatiana Blue; bottom right: Everest Collection Quartz Blue

Instant Makeovers

Inthe blink of an eye… You can help your customer

… transform a room.

…signal a season

…rekindle a romance!

Area rugs are as diverse as they are versatile. Their looks and designs run from Traditional to Contemporary, Oriental to Modern, Abstract to Floral and Subtle to Bold.

Plus, they go anywhere — indoors or out! …And size matters, of course as does shape, depending on your design purpose: Is your customer creating a focal point over wall-to-wall carpet? Covering a hardwood floor? Creating a space within a space — a cozy reading area, perhaps, in the corner of a living room?

Area rugs can fit any budget, match any color scheme and complement the architecture and function of any room.

Mayberry Rugs has a rug for every season and every reason! Get Started Now! ■

Specials and Promotions

The 5 x 8 assorted box photo is our Premium Box. 25 Heavy weight, heat set rugs with a mix of colors and patterns. Rolled face out.

The 8 x 10 assorted photo are medium weight, heat set rugs with a mix of colors and patterns. Rolled face out.

Monaco Collection Josette Multi

With over 10,000 members, the WFCA is one of the largest voices for the industry. Your membership makes us stronger.

Join Us in Shaping the Future: Your dues not only sustain our mission but also open doors to unprecedented opportunities for your brand. Together, let’s build a stronger, more vibrant retail landscape—one where manufacturers, distributors, and retailers unite for unparalleled success.

• Showcase Your Commitment: Stand out as a dedicated supporter of the retail community. Your increased contribution not only reflects your commitment to industry prosperity but also resonates with retailers who value manufacturers that support their success.

• Amplified Marketing Opportunities (Additional Fee): Showcase your products and elevate your brand visibility through exclusive marketing channels, reaching a targeted audience of over 10,000 retail members—the very individuals who purchase and champion your products.

• 20% Discount on TISE Exhibit Space

• FREE Premier Flooring Retailer Magazine Subscription

• Discounted Programs: Insurance, freight, payroll processing.

• Listing on WFCA Internet Site Directory Associate Member Benefits

Discover the Next Level: Introducing WFCA Premium Plus Membership

Your Experience Elevate Your Professional Support for Just 82 Cents a Day

Designed for professionals seeking to distinguish their business and achieve peak performance, the Premium Plus Membership is an investment in success, offering exclusive benefits beyond the foundational support of the complimentary Premium Membership.

Plus: $299 Annually -

• Enhanced Visibility: Secure a prime spot on our Dealer Locator and receive recognition on wfca.org.

• Exclusive Access: Unlock premium content, legal advice, specialized resources, and member-only events.

• Personalized Support: Engage in our quarterly mentorship program with WFCA executives.

• Special Discounts and Offers: Enjoy additional savings, including a 20% discount on fcB2B Program, 20% discount on CFI Technical Certificate Program, $300 NWFA Expo discount*, and 10% off of SEAL Academy Leadership Development and Certification Program.

TAKING THE LEAD

Lewis Davis Senior Director of Technology and Research

What Does it Mean to Be Automated?

Whenyou hear someone refer to their business as automated, what’s the first thing that comes to mind? Do they have robots running around the office doing the work that humans once did? They are probably talking about how fcB2B has automated many of their manual processes. These manual processes are costing you both time and money. Continue reading to see how fcB2B can help automate your business.

The first automation that most people start with is pricing. Do you spend more than an hour a week maintaining your pricing? Do you have notebooks full of price lists or folders on your computer with Excel files from your suppliers with your prices? Can you quickly and easily quote a price to a consumer for a product? Did you know that you can automate the price updates in your flooring software by using fcB2B? The owner of a large flooring dealer once told me that he processes his fcB2B price changes each day and only spends ten to fifteen minutes. However, he has an employee who spends twenty hours a week maintaining his non-fcB2B suppliers. Imagine how much time and effort could be saved by automating your price and product updates.

What other process can be automated by fcB2B? How about your ordering process with your suppliers? What if you could place all your orders and update the reference number for each order in seconds? With fcB2B POs and PO Acknowledgements, it’s as easy as pushing a button. Think about how long it takes to place

Did you know that you can automate the price updates in your flooring software by using fcB2B?

an order on a supplier’s website. Now multiply that by each supplier and the total number of orders that are sent each week. Imagine the extra time you could have for running your business.

You’re on a roll now automating your processes, so why stop there? Do you ever track your deliveries from online retailers? Well, what if you could have advance notification of deliveries from your suppliers? You could better plan your installations knowing all the products were arriving on a specific day. Maybe only part of the order was being delivered today and the remaining was still on backorder. Using the Advanced Ship Notice (ASN) can provide you with this information and help with receiving.

The last piece of automation is the invoice. Does your supplier still offer payment terms and discounts for paying early? If they do, are you able to take advantage of the terms? Are you waiting to get the invoices in the mail and then manually compare the order quantity to the received quantity to the invoice quantity before confirming payment? Why not let your computer do that work for you? By automating the receiving of the fcB2B invoice, your computer can compare instantly and either flag the exceptions or show the invoice is ready for payment.

Computers are amazing at repetitive processes that tend to be tiresome or boring to us humans. By using your computer for more than a paper weight, you may be surprised at how much time you have to perform other business functions.

Visit our website at www.fcb2b.info and click on the Resources tab to learn more about fcB2B. The Members > Connections tab has a listing of the members who support fcB2B.

Do you B2B? Contact me to find out how to save time and money in your business. Contact Lewis Davis, 706-217-1183 ext. 132 or ldavis@wfca.org . ■

Does your supplier still offer payment terms and discounts for paying early? If they do, are you able to take advantage of the terms? Are you waiting to get the invoices in the mail and then manually compare the order quantity to the received quantity to the invoice quantity before confirming payment? Why not let your computer do that work for you?

The last piece of automation is the invoice. Does your supplier still offer payment terms and discounts for paying early? If they do, are you able to take advantage of the terms?

Lisbeth Calandrino Flooring Specialist and Associate Publisher and Director of Social Media for Fabulous Floors Magazine

Building Business in 2025: Benefits of Becoming the Community Hub

Inthe digitally driven landscape of 2025, businesses strive to deliver personalized experiences that resonate with customers. Despite the rise of online commerce, studies show that consumers still value personalized interactions and are more likely to spend with brands that offer them.

As businesses adapt, many are shifting focus towards community-centric approaches, recognizing the unique value of in-person experiences. Communities are dynamic entities, evolving through shared interests and fostering connections that shape individuals’ experiences. Whether it’s a local Zumba class or a neighborhood gathering, communities provide a sense of belonging and purpose.

Why bother?

Personal anecdotes illustrate the transformative power of community building. From casual acquaintances to trusted allies, shared experiences strengthen bonds and create lasting connections. As individuals engage with their communities, businesses can deepen customer relationships and gain valuable insights into their preferences and interests.

Through community engagement, businesses can enhance brand loyalty, trust, and customer satisfaction, while also contributing positively to local economies and societies.

Yes, there are huge personal benefit to becoming a community hub

1. Enhanced Brand Loyalty and Trust: By fostering meaningful connections, businesses cultivate loyalty and trust among their customer base. It also helps develop new customers because of the personalized connections. My yoga class is very diverse and there’s little communication between members unless they’re connected outside of class. But due to one person being out for illness, which the instructor shared, some of us decided to raise money for the person and to meet outside the class with a picnic to decide how else we might help. Most of us didn’t know the person but he had been coming for the past year. Even though we didn’t know him by name, there was a connection, so we had knowledge of him.

Despite the rise of online commerce, studies show that consumers still value personalized interactions and are more likely to spend with brands that offer them.

2. Increased Customer Engagement and Satisfaction: Community engagement leads to higher levels of customer satisfaction and engagement, driving business growth. If anything, we all realized through the pandemic, how important people are to us. It also helped us develop new connections with people we didn’t know before the connections. My morning walking group that started during the pandemic still gets together; in addition to walking, we now celebrate member’s birthdays.

3. Improved Market Insights and Innovation: By understanding customer needs and preferences through this personalization, businesses can innovate and adapt more effectively. If you hold a pet adoption, which seems to be very popular, you’re now developing a new group of possible customers who would be interested in your products that offer pet protection. Possibly you sell vacuums, do floor cleaning; you now have a new group of people that want to learn more about your products and services.

4. Positive Impact on Local Economies and Societies: Community-centric businesses contribute to the well-being of local economies and societies, fostering a sense of belonging and support. Possibly you are interested in the local library and their book clubs. Could you develop a book club that could meet once a month in your store? Do you know a local author that would come in and talk about their book? Book clubs are all over the country and many of my friends belong.

5. Strategies for Building Community-Centric Businesses: Becoming a community hub requires a thoughtful approach that leverages both digital and in-person interactions. By aligning with customer interests and collaborating with local organizations, businesses can expand their reach and deepen their connections. Online forums, collaborations, and community initiatives all contribute to building a vibrant and engaged customer base.

6. Challenges in building your hub: Balancing business objectives with community needs requires careful planning and consideration. Involving staff members in the process not only generates new ideas but also fosters inclusivity and diversity within the community. Building a thriving community hub takes time and effort, but the rewards are well worth the investment.

Final thoughts

As businesses navigate the challenges of the digital age, community building emerges as a powerful strategy for growth and success. By becoming active participants in their communities, businesses can strengthen their brand, deepen customer relationships, and make a positive impact on society. Through collaboration, innovation, and inclusivity, businesses can build vibrant communities that thrive both online and offline. ■

Becoming a community hub requires a thoughtful approach that leverages both digital and in-person interactions. By aligning with customer interests and collaborating with local organizations, businesses can expand their reach and deepen their connections. Online forums, collaborations, and community initiatives all contribute to building a vibrant and engaged customer base.

Karndean Teams Up with Ty Pennington

Ty Pennington is teaming up with Karndean Designflooring, partnering with the LVT leader as a brand ambassador.

“Karndean shares my passion for design, and it shows in their beautifully crafted flooring,” says Pennington, whose style, creativity and positive energy have endeared him to homeowners and TV audiences for over 20 years. “I love helping people create their dream spaces, and this is a fun new way to do it – sharing tips, inspiration and maybe even a crazy idea or two.”

The partnership is great news for retailers, building an even stronger awareness of Karndean that will bring consumers into their showrooms. The LVT leader will be creating Ty Pennington point-of-sale material and social media content for retailers.

Pennington, host of “Rock The Block” and “Battle On The Beach” on HGTV, has been renovating homes for almost 25 years. A carpenter and designer by trade, he appreciates the quality and craftsmanship that go into Karndean LVT, which is backed by a lifetime residential warranty. Karndean is raising the bar for beauty with the upcoming refresh of its high-end Art Select collection, he says.

“It takes true artistry to capture the unique character of natural hardwood and stone in such a realistic way,” says Pennington, a two-time Primetime Emmy Award winner for “Extreme Makeover: Home Edition” on ABC. “Retailers know they’re getting a product they can sell with confidence, and homeowners are getting a floor they’re absolutely going to love.” ■

KARNDEAN

KARNDEAN

Karndean Elevates LVT Design to an Artform

French oak. English ash. Exquisite marble from Greece and Italy.

The Karndean Designflooring product team travels the world hand selecting beautiful wood and stone. The purpose is to seek out something extraordinary. To create something exceptional.

Combining artistry, craftsmanship and cutting-edge technology, the distinctive characteristics of the natural materials are enhanced and replicated in exacting detail, bringing the beauty of nature to homeowners as stylish, high-end LVT. Virtually indistinguishable from hardwood and stone, every design is a Karndean original, each with a story just as unique.

Soon, Karndean retailers will have a product in their showrooms that raises the bar. In June, Karndean will update its premium collection, Art Select, with more than 45 strikingly realistic wood and stone-inspired designs — all with a top-of-the-line 30 mil wear layer, and all available in both gluedown and rigid core for installation. Like all Karndean LVT, the collection is backed by a lifetime residential warranty.

“Exceptional design is the essence of our brand,” says Jenne Ross, Karndean director of product. “We’re proud to be capturing the natural characteristics of these beautiful woods and stones with unprecedented artistry — and we’re excited for the retailers who will use Art Select to help homeowners create living spaces that are at once luxurious and livable.” ■

Combining artistry, craftsmanship and cutting-edge technology, the distinctive characteristics of the natural materials are enhanced and replicated in exacting detail, bringing the beauty of nature to homeowners as stylish, high-end LVT.