PREMIER FLOORING RETAILER by Premier Flooring Retailer Magazine

Q 4 | 2019

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER Installation Crisis Challenge: Be part of the solution WFCA Primary Membership: Now Free Insurance Update: 2020

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Rigid Core Differently

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The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER Q4 2019

Be Part of the Solution Scott Humphrey, CEO, WFCA

Moving to Where the Action Is Tom Jennings, Retail Training Expert

Why Certification? Lewis Davis, Senior Director of Technology and Research

Are You Looking to Add to Your Bottom Line? Consider These Services and Products. Lisbeth Calandrino

Tips and Tools to Keep Your Callbacks Low When Moisture Levels are High Jason Spangler, Wagner Meters’ Flooring Division Manager

On the cover: PositanoCascina from Legendary Hardwood Floors. Beauty and brawn are coupled in this engineered White Oak in the color Cascina from the Positano Collection from Legendary Hardwood Floors. This floors features a 9" width and 5/8" thickness with plank lengths up to 87".

Insurance Update: What Do I Need and What Does It Cover? Jeffery W. King, Outside General Counsel for the WFCA | Stacy Eickhoff, SVP, Risk Strategies

Winter Markets: Networking, Education, Training, New Product Innovations

Legendary Floors Offers a New World of Waterproof Flooring

An Evening Like None Other The WFCA 60th Anniversary Celebration

36 USFloors Introduces Grande: The Largest WPC Plank on the Market Today 38

Innovation Reinvented Again with Dream Weaver Select/twistX

HPS Schönox introduces the HPS ComfortSafe electric radiant, full surface floor heating system.

What began as a revolutionary LVT installation system is now taking over the whole house! Michael Bennett VP of Sales and Marketing, MagneBuild

Magnetic Attraxion? Say Hello to Metroforms Innovative patterns offer endless design flexibility

Three Steps to measure Software Success for Field Reps James Wisdom, Measure Square

Five Important Truths the Past 20 Years Have Taught Chad Ogden, QFloors President/CEO

Product Pairings with the 2020 Colors of the Year Karndean Design Flooring

Save Time and Money with Wireless Warehousing Rollmaster’s smartphone inventory management is here!

Are You Making the Best Decisions? RFMS introduces “Business Insights” Fred Kotynski, CIO, RFMS, Inc

62 CFI Certification and Training Programs Reaching the Next Generation of Flooring Pros

Premier Flooring Retailer | Q4 2019

TAKING THE LEAD

Be Part of the Solution Solution — (so-lu-tion) A means of solving a problem or dealing with a difficult situation.

W Scott Humphrey CEO, WFCA

You have an amazing opportunity right now to be a part of the solution to a problem that has plagued our industry for years—the Installation Crisis. I want to invite you to join me in becoming part of the solution.

ith each new year that rolls around, we make resolutions to improve our personal and professional lives. For various reasons, we often fall short of our desired goal. Sometimes we lack the passion to stay committed to the end. Often, because we attempt change on our own, we lack the accountability to stay true to the course. Wouldn’t it be great to start 2020 as part of a movement that has the potential to change the floor covering industry? You can be part of something much bigger than any one of us. You have an amazing opportunity right now to be a part of the solution to a problem that has plagued our industry for years—the Installation Crisis. I want to invite you to join me in becoming part of the solution. As I prepared for the celebration of the 60th Anniversary of the WFCA, I researched the challenges that had most impacted the professional flooring dealer and our industry as a whole over that time. It should come as no surprise that no single issue has impacted the industry as much as securing professionally trained installers. For well over a quarter of a century, we have struggled with challenges related to the installation of our products, but we stood powerless to solve the problems alone. I don’t mean to imply that there have been no efforts to address these issues. In truth, there have been many. Unfortunately, those efforts lacked full industry buy-in, and went underfunded because players throughout the supply chain didn’t fully grasp how the issue was personally impacting them. Industry-wide problems require industry-wide solutions, and no matter where you are in the supply chain, there is no bigger problem than the need to address the inadequate supply of professional installers. This became the catalyst for two major initiatives that the WFCA is excited to launch starting January 1, 2020. 1. Since stepping into the role as CEO of the WFCA it has been my goal to unite the various voices within the industry and combine our efforts and resources. To face the challenges before us, we need one united voice that can define the problem and describe the solution. Not only does that voice need to be united; it must be magnified. The more people we have carrying the message, the greater the likelihood that it will be heard by those who can truly make a difference. In recent meetings with several major manufacturers, we discussed our plans to solve the Installation Crisis. It was pointed out that the challenge before us is akin to “herding cats.” That may be true, but it in no way diminishes the fact that someone must be willing to do it. If not us, who? If not now, when? Let’s face it, the cost

2 Premier Flooring Retailer | Q4 2019

With that in mind and knowing the necessity of combining the voices of professional flooring dealers nationwide, starting January 1, 2020, there will be no charge for all primary memberships in the WFCA. of not addressing this issue could be catastrophic for the flooring industry. I believe it to be a major factor in the dwindling number of professional flooring dealers nationwide over the last 15 years. So how does one herd cats? The key is to first draw them all into a common space. With that in mind and knowing the necessity of combining the voices of professional flooring dealers nationwide, starting January 1, 2020, there will be no charge for all primary memberships in the WFCA. Yes, you read that correctly! If you are a professional flooring dealer residential or commercial, an inspector, a cleaner, etc…, who understands the importance of having a voice in Washington, DC and within our own industry, you can easily join the WFCA family. Cost is no longer an obstacle. Simply provide accurate contact information. Once it is verified, your membership is activated. It can’t get any easier than that. The WFCA’s Associate Members (Distributors and Manufacturers) will still be encouraged to join at some of the lowest membership rates in the industry. For a nominal fee they will continue to receive benefits which include lobbying efforts in DC and substantial discounts on their space at TISE. Even more important is the message their WFCA membership will communicate to their customers who are also members of the WFCA. In addition, we will be offering access to the WFCA Online University for a minimum $100 per location tax deductible donation to the FCIF or the FCEF (Floor Covering Education Foundation—the new 501c3 formed to address educational issues within the floor covering industry). We will be in touch soon to share with you how to join the countless others who are committed to becoming part of the solution by combining their voices to take a stand on the issues impacting our industry.

2. The second major initiative will capitalize on the combined voices of our increased membership to solve the Installation Crisis. The WFCA unanimously voted to commit $1 million dollars to solving the Installation Crisis. This is a matching gift, so we are encouraging manufacturing leaders and all who rely on the health of our industry to match that contribution financially. We are challenging players throughout the supply chain to “Be Part of the Solution.” Think for a moment about what you just read. An industry “nonprofit” with no renewable revenue stream is committing $1 million dollars to help solve an issue that has haunted the industry for way too long. But, $1 million is not nearly enough to get this initiative off the ground. Millions more in funding is needed. Let me say again, this is an industry-wide issue, and it will take an industry-wide effort to solve it. Many details are yet to be worked out by the soon to be appointed Board of the FCEF—which will be made up of leaders from throughout the industry and others with expertise in securing government grants. A preliminary business plan has been created that lays out the implementation process. A new foundation known as the FCEF (Floor Covering Education Foundation) is being created. A 501c3, its initial purpose will be to fundraise, recruit, scholarship, and place new artisans into the floor covering industry. The foundation will operate as a separate entity under the umbrella of the WFCA—just as the FCIF (Floor Covering Industry Foundation) does today. It will have its own director and grant committee that will be responsible for determining what qualifies for scholarship funding. Grant request that meet the determined criteria will result in funds being paid directly to the training entity. This initiative has already secured the support of major manufacturers, suppliers, distributors, installers, Continued on page 10

Premier Flooring Retailer | Q4 2019

One United Voice.

Your Membership Matters. Join the WFCA for FREE and be a part of a unified voice focused on addressing the issues affecting our entire industry. Visit us at T.I.S.E. Booth #2157 to sign up.

Visit wfca.org to learn more. As of Jan. 1, 2020, primary membership in the WFCA is FREE.

Make sure your voice is heard. Become a member today. 4 Premier Flooring Retailer | Q4 2019

We are part of the solution. Are you? Join the WFCA today and be part of the industry-wide effort to solve the installation crisis.

Visit us at T.I.S.E. Booth #2157 to see how you can become part of the solution. Visit wfca.org/fcef to learn more. As of Jan. 1, 2020, membership in the WFCA for all qualified professional floorcovering dealers is FREE. Your membership matters. Visit wfca.org or call 855.330.1183 to become a member today. Premier Flooring Retailer | Q4 2019

Congratulations Piet Dossche for Your Induction into the WFCA Hall of Fame When I talk about ‘visionary, disrupter, and inventor’; I mean someone with Piet’s passion, genius, vision and humility. Many lives are richer today because they met Mr. Piet Dossche. - Pami Bhullar, Director Retail Development Invista North-America

Piet has embodied innovative leadership to the ﬂoor covering industry in a manner not rivaled by others in recent decades. - Jason McSwain, Owner McSwain Carpets & Floors President National Floorcovering Alliance (NFA

Induction Ceremony Tuesday, Jan. 28 WFCA Booth #2157 T.I.S.E., Las Vegas, NV Honor your voice. Join us today. Visit wfca.org for more details.

Piet Dossche

Founder and Owner US Floors 6 Premier Flooring Retailer | Q4 2019

Come have a seat at the WFCA Booth #2157 at T.I.S.E. 2020 for unique learning sessions on Tuesday, Jan. 28 & Wednesday, Jan. 29 10:30am & 2:30pm Solving the Installation Crisis - Be a Part of the Solution

Lounge & Learn

Scott Humphrey, CEO of the WFCA, will share the vision of the newly founded, industry-wide eﬀort to solve the installation crisis and the newly formed foundation, the Floor Covering Education Foundation (FCEF), that will carry out the vision.

Technology and Your Store Lewis Davis, Sr., Director of Technology and Research for the WFCA, will show you how adding eﬃciencies through technology will add dollars to your bottom line.

Cyber Liability/Data Breach for the Flooring Retailer Am I at Risk and How do I Protect Myself? Stacy Eickhoﬀ from Risk Strategies will provide an overview of the risks retailers face, common misconceptions surrounding what constitutes a breach, who is responsible, and steps you can take to protect yourself.

The Law, the Floor, and You - Legal Issues that Impact Your Business Jeﬀ King, General Counsel for the WFCA, will share his expertise and discuss pressing legal issues that will impact your business now and in the coming year.

Your membership matters. Join us today. Visit wfca.org for more details.

T. I . S . E . 2 0 2 0

Premier Flooring Retailer | Q4 2019

SHOWIN’ OUR STUFF

Excellence, Innovation, Integrity, Customer Adaptability Legendary Floors products combine high quality with the best value, while always maintaining environmental responsibility.

O ver three million square feet of We Offer Vast Product Options Since its  SPC Rigid Core Plank manufacturing facilities throughout inception in  Luxury Vinyl Plank the world 2009, it has  Waterproof Hardwoods Fast Shipping been Legendary  Engineered, Hardwood  Solid Hardwood O ver 600 SKU’s ship quickly and Floors goal  Laminate most often within 24 hours to become  A full line of Cushioned E xceptional customer service experiUnderlayment ence including order entry, the most  Adhesives shipment tracking and information recognized  Trim for all applications reporting manufacturer, Huge Inventory Availability About Legendary Floors importer, and  Eight million square feet of inventory We are a privately owned business headwholesaler in  In over 165,000 square-feet of quartered in the heart of the floorthe hard surface warehouse and distribution ing industry, Dalton, Georgia. Since its centers in Northwest Georgia flooring market. inception in 2009, it has been Legend-

ary Floors goal to become the most recognized manufacturer, importer, and wholesaler in the hard surface flooring market. Our formula is simple; we adhere to our core business values of excellence, innovation and integrity and quickly adapt to changing business conditions and customer demands. ❚

Legendary Floors Palermo.

8 Premier Flooring Retailer | Q4 2019

RESILIENT WATERPROOF FLOORING

3036 Parquet Drive, | Dalton, GA 30720 | 706-277-0195 | www.legendaryfloors.us

Premier Flooring Retailer | Q4 2019

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 Lisbeth Calandrino, Associate Editor Stan Michelson, Communications Director Barry Briskman, Senior Copy Editor Ray Stewart, Production Manager Toelke Associates/Ron Toelke, Creative Director

Editorial and Advertising Offices: Fabulous Floors Magazine, LLC Phone: 678-761-5002 Email: Margo@pfrmag.net Contributing Writers Michael Bennett, Lewis Davis, Karen George, Frederik Langston, Margo Locust, Jason Spangler, Maud Swalens, Steven Wang

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.

WFCA Scott Humphrey, Chief Executive Officer Freida Staten, V ice President Marketing + Communications Steve Abernathy, Chief Financial Officer Kay Wiley, Executive Assistant to the CEO

Contributing Columnists Lisbeth Calandrino, Tom Jennings, Jeffrey King,

Premier Flooring Retailer is published quarterly in print by Fabulous Floors Magazine, LLC located at 741 Main Street, Andrews, NC 28901 and the World Floor Covering Association located at 855 Abutment Road, Suite 1, Dalton, GA 30721.

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 2019.

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.

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

Be Part of the Solution continued from page 3

professional flooring dealers, flooring associations, and entities throughout the supply chain. I believe it is safe to say that this is the most concerted effort to address this issue, and possibly any industry-wide issue, in the history of the floor covering industry. Who wouldn’t want to be a part of that? If you would like to see the launch presentation and a list of all those who have committed to this endeavor, go to the WFCA website and click on the video. Addressing any challenge can be overwhelming on our own. The story is told of a city slicker who was driving through the country one day when his car had a flat tire and ended up in the ditch. Along came an old farmer walking his horse he called Buddy. When the city slicker asked if the farmer could help, the farmer readily agreed. Together they hitched Buddy up to the car. The farmer then yelled, “Pull Nellie!,” but nothing hap-

pened. He yelled, “Pull Jennie,” and no response. Again, he cried out, “Pull Samuel,” but still no response. He then very gently said, “Pull Buddy,” and Buddy easily pulled the car from the ditch. The city slicker was amazed and quite curious. “Why did you call all of those other names before calling the actual name of your horse,” he asked. The farmer replied, “Well, ole Buddy is blind, but if he thought he was pulling all by himself, he would have never attempted to get your car out. He pulled that way because he thought he was part of a team.” What about you? You have an opportunity to make a difference this year and for many years to come. I challenge you to join me and countless others throughout our industry in being part of the solution in 2020. Start by joining the WFCA team and help us win the battle against the Installation Crisis. Here’s to an amazing and blessed 2020! ❚

What about you? You have an opportunity to make a difference this year and for many years to come. 10 Premier Flooring Retailer | Q4 2019

Help ﬂooring industry workers ba�ling serious illnesses get back to normal life.

2019 donor lEVELS $1,000 $2,000 $5,000 $10,000 $25,000 $50,000

Genesis Bronze Silver Gold Platinum Diamond

The Floor Covering Industry Foundation is a 501(c)3 Non-Profit that provides grants to industry workers who are battling life-altering illnesses, catastrophic injuries, and other severe disabilities.

Companies & individuals who make a pledge at the $500+ level by October 31 will be recognized in Premier Flooring Retailer, along with other media, in fourth quarter publica�ons. Thank you for giving! e: info@fcif.org p: 855.330.1183 f: 706.217.1165 855 Abutment Road, #2 Dalton, GA 30721

fcif.org

Premier Flooring Retailer | Q4 2019

IT’S YOUR UP

Moving to Where the Action Is

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

ne great benefit of doing sales training and consulting on a national basis, is that I get the opportunity to observe a large and varied amount of flooring dealers in action. One glaring observation I have arrived at, is that most of these businesses need one thing that appears to be sadly lacking in most operations: Some constructive and active management of their involvement in the many forms of highly targeted media outlets that are in play today. I’m referring to someone who is routinely analyzing and adjusting sales performance goals, as compared to the media outlets currently being utilized. This is a task that extends far beyond just reviewing sales totals. I often ask myself why this critical task seems to be minimized, if not completely ignored, when the tools with which to do so are easily accessed. To me this seems to occur for a number of reasons. Decision makers in many retail businesses appear to not highly prioritize managing the performance of their various social media platforms. They seem to spend the bulk of their time and energy on everything from store location, relations with current vendors, seeking new vendors, traditional forms of advertising expenditures, or other big picture issues. Often it appears to be an issue of spending so much time and energy on the “urgent,” that they forget to do the “important.” What is gained by trying to always “buy a dime cheaper,” or to invent the “next great promotion” if your message is not being presented where many of today’s potential buyers are looking? Do you actively monitor where your sales leads, and conversions, are generated from?

board chairman of WFCA Services, Inc. He may be reached at tomg.jennings@gmail.com

12 Premier Flooring Retailer | Q4 2019

Decision makers in many retail businesses appear to not highly prioritize managing the performance of their various social media platforms.

My guess is that you keep score when you play cards, golf, or go bowling. It’s the only way that we can measure our performance that day. Why then, do so many not keep score at work? Isn’t your paycheck at least as important as your golf handicap? Managing performance has always been important, but is even more so in today’s retail climate, where we experience decreased customer traffic and increasing big box and online competition. Imagine how beneficial it would be to reach an additional few potential buyers each and every day. Since the operations’ fixed overhead doesn’t change, a greater percentage of this increase in sales revenue will go straight to the bottom line, generating more profit dollars. I believe that the opportunity to realize this improvement in most stores is great. However, you must first take a deeper look into your store’s current performance, then set goals as to how these improvements can be accomplished. Remember the old saying that if you can’t measure it, then you can’t monitor it. For many retailers, the solution lies in taking charge of one of the key performance factors in their business. Developing better, more current practices will not only help you grow today, but also to sustain growth in the future as well. Give it a try. A bigger paycheck will be your reward! ❚

Remember the old saying that if you can’t measure it, then you can’t monitor it. Premier Flooring Retailer | Q4 2019

TAKING THE LEAD

Why Certification?

Lewis Davis Senior Director of Technology and Research

The process also validates that if bad information does get sent; the receiver will handle it correctly, and not populate bad information in your system to cause you problems.

hy should the fcB2B provide certification? Without some type of validation process, the B2B documents that are being passed between suppliers, distributors and retailers, will continue to be inconsistent. Certification has been attempted multiple times in the fcB2B group’s existence. In the past, there wasn’t an independent entity to perform the certification. There also wasn’t a defined process for how certification happened. The fcB2B group has now defined a certification process, and will act as the independent entity. The certification process was approved at the annual meeting in October. A tool to perform the validation is currently being researched. The fcB2B group requested when approving the certification process that the tool be available for self-testing prior to starting the certification process. Certification will only be performed on the latest version of documents which currently is version 3.0, and at the present will not certify web services. The web services validation process is still being reviewed, so a process can be defined. The certification process as defined, will validate both the senders process and the receivers process. This will ensure that all parties are compliant, and the data being processed is consistent. We hear quite often that one supplier sends information differently then other suppliers, and this either causes extra work for the software providers or problems for the receiver of the information. This has mostly been because of how companies interpreted the original standards. The new version of the documents is much clearer, and eliminates the ambiguity in the interpretation. With certification, we can ensure that the standards are being interpreted the same across the industry. Once a company completes certification, the company and the approved document(s) will be identified on the fcB2B website with a marker indicating they are certified. This certification process will remain in effect for a timeframe or until changes occur that require recertification. The retailers will then be able to view the suppliers and software providers, and know who has gone through the certification process. You can feel comfortable that the data being passed between the suppliers and software providers is good. The process also validates that if bad information does get sent; the receiver will handle it correctly, and not populate bad information in your system to cause you problems. The certification list will also allow you to see what documents a supplier or software provider are able to transact. This allows for informed decisions when selecting your next flooring software provider. Davis can be contacted at 706.217.1183 ext. 132 or via email at ldavis@wfca.org. ❚

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synthetic hybrids are ÖN IT. DRYING INDEPENDENT OF CLIMATE CONDITIONS.

GREEN PRODUCTS IDEAL FOR OCCUPIED SPACES Revolutionary Schönox AP Rapid and AP Rapid Plus hybrid self-leveling compounds offer the versatility, strength, and durability of synthetic gypsum, the speed of fast-curing cement, dust-reduced properties and low VOCs. Able to go over almost any substrate, our synthetic hybrids eliminate subfloor demolition in most cases. With active-dry technology, temperature and humidity have no effect on drying times, so you can meet your installation deadlines.

Take your business to a whole new level. Call 855.391.2649 or visit hpsubfloors.com to learn how your projects run smoother with Schönox Ön It.

Premier Flooring Retailer | Q4 2019

FLOOR ED

Are You Looking to Add to Your Bottom Line? Consider These Services and Products

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

Over the next 40 years, the population of Americans over age 65 is expected to double from 40 to 80 million, and the population over age 85 is expected to more than triple from 6 to 20 million.

ver the next 40 years, the population of Americans over age 65 is expected to double from 40 to 80 million, and the population over age 85 is expected to more than triple from 6 to 20 million. According to one AARP survey, roughly 90% of American seniors wish to live at home for as long as possible. In order to age in oneâ&#x20AC;&#x2122;s home, extensive renovations are often necessary. Greg Hadfield, President/CEO at Century Professional Flooring and Cleaning in Grand Rapids, Michigan, recently invited me to speak with his employees and a group of interior designers about the concept of Aging in Place. As a very community minded business, the concept of Aging in Place is an extension of his business. Itâ&#x20AC;&#x2122;s also an opportunity to add to his existing services. The concept of Aging in Place provides remodelers and flooring stores many opportunities: 1. Carpet and area rugs can be dangerous as well as any high pile carpet. Wheelchairs, canes and carpet are not compatible, unless the carpet is a very low pile and secured to the floor. Glue down carpet is probably the best, without padding. Carpet can also be replaced with hard surface flooring. Seniors are often not steady on their feet; therefore ceramic tile is also not a good flooring choice.

16 Premier Flooring Retailer | Q4 2019

My suggestion would be that someone in your business takes a certification in Aging in Place, or as a Safety Specialist through Age Safe America. 2. My next door neighbor just had her bathtub replaced with a large, curbless shower. A curb less shower is ideal for people using a wheelchair, walker or for someone who is at risk for falls, or everyone regardless of ability. Removing tubs and renovating showers is an opportunity for flooring stores, as well as installing grab bars.

And far from being a distant phenomenon, one shouldn’t just think of in their later years, aging in place is something most of us need to think about and provision for as early as we can. ❚ To discuss this concept with Lisbeth or have her speak at your organization reach her at Lisbeth@ Lisbethcalandrino.comp.rr.com or 518-495-5380.

3. Technology is what will allow us to live in our homes longer. If I were in the flooring business, I would take on a line of security and surveillance cameras. Wire-free surveillance cameras provide peace of mind, knowing a home is protected. Today’s home security systems have a lot more to offer than “just” protection from intruders. From smart locks and video doorbells, to personal panic buttons and indoor video cameras, a home security system can help protect in a variety of ways. 4. The lowering of kitchen cabinets and changing hardware as well as installing stair rails, is yet another opportunity. The aging population will skyrocket over the next decade, and the United States will have to rethink how to deliver core services to this group. The senior centers of yesteryear are gone; today seniors or older people are living much longer, on new adventures, and learning about technology. My suggestion would be that someone in your business takes a certification in Aging in Place, or as a Safety Specialist through Age Safe America. Everyone in your business should understand what you are doing. You can partner with realtors who might be looking for renovations to be made inside the home. Premier Flooring Retailer | Q4 2019

FLOOR ED

Tips and Tools to Keep Your Callbacks Low When Moisture Levels are High

xcess moisture is always a risk when you’re installing wood flooring, but in unusually high moisture situations, you need to take extra precautions. U.S. moisture-related floor

covering failure claims exceed $1 billion every year.¹ That’s why it’s essential to know how to mitigate these risks. Here are some tips and tools you can use in high moisture situations to avoid wasted time and money, and keep your callbacks low.

Tips to Lower Moisture Risk Before Installation Problems with building construction can cause moisture problems. Site grading with poor drainage can cause constant dampness, or even pooling in crawl spaces. Concrete slabs Jason Spangler Wagner Meters’ Flooring Division Manager

Jason has more than 25 years’ experience in sales and sales management across a broad spectrum of industries. He has successfully launched a variety of products to the market, including the original Rapid RH® concrete moisture test. Jason, who received an MBA from West Texas A&M University in November 2018, has extensive industry involvement, including the National Wood Flooring Association (NWFA), the International Certified Flooring Installers Association (CFI), and is Vice Chairman of Associations for The Flooring Contractors Association (FCICA). Call Wagner Meters today at (844) 533-9100 and ask for Jason, or visit

can absorb moisture from the soil which then is able to travel through the slab and to the surface, getting trapped under the flooring. To prevent excess moisture problems of this nature, all structures need proper vapor retarders, either under a concrete slab, or in the crawl space below the floor. If groundwater levels are high, this becomes even more important. One process for creating a more moisture resistant crawl space is to install a 6-mil or thicker polyethylene plastic vapor retarder on grade through the entire space, and wrapping it up the walls at least 12 inches. Many builders are actually utilizing more robust retarders like Stego Industries² due to the low cost and increased durability. All seams should overlap 12 inches, and be sealed with PVC tape. Crawl spaces must also have adequate ventilation. Most crawl spaces have air vents, but they might not be doing enough. First, make sure that the vents are up to code. If the vents still aren’t doing the job, an alternative is to install an electric fan ventilation system, and if necessary, a dehumidifier.

www.wagnermeters.com.

18 Premier Flooring Retailer | Q4 2019

Wagner continued on page 30

If the structure is new construction, permeable materials like wood framing, subflooring and sheathing might contain excess moisture, either from the air, precipitation or construction water. All structures need proper vapor retarders, either under a concrete slab, or in the crawl space below the floor. If groundwater levels are high, this becomes even more important.

cura c A E

t s s e T ture Floor

R, M E t s a F

Mofiosr Concrete

THE

BEST

ESTT T H R ST GO JU TER BET

• Simplest F2170 Test • Improved Technology and Responsiveness Especially in High RH • Integrated Data Storage • Lowest Cost/Test

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(844) 533-9100 U.S. Patent 7,231,815, 8,047,056, 9,032,791 & 9,588,092. Additional patents pending.

Premier Flooring Retailer | Q4 2019

LEGAL MATTERS

Insurance Update: What Do I Need and What Does it Cover?

Jeffrey W. King 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 general 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. Stacy Eickhoff, Senior Vice President, Risk Strategies seickhoff@ risk-strategies.com 949-681-1864

here are few things more confusing than insurance policies. What types of insurance does a flooring retailer or contractor need? What does each policy cover? Does the retailer or contractor need to look out for overlapping or unnecessary coverage? Adding to the confusion, the language in many policies is hard to understand. A policy can be strictly interpreted limiting coverage. For example, a court recently ruled that a policy which covered traveling “to the final destination of the requested transportation services” did not cover an accident on the return trip. Moreover, many policies include “endorsements” attached to a policy that can either add or limit the coverage. There may also be special “floaters” attached that provide additional coverage. In some policies, these endorsements and floaters seem inconsistent with other language in the policy. It is important for flooring retailers, installers and contractors to determine whether they have the insurance they need. There is often little that can be done once a claim is filed, and the company finds out that the insurance policy it bought does not cover the claim. Coverage can even change from year-to-year. The policy you just renewed may have different coverage, or include different endorsements than the prior policy. Moreover, you could be paying for a policy with coverage that is already provided in another policy, or is unnecessary for your business. Accordingly, the time to determine if there is adequate coverage is when the flooring retailer or contractor purchase or renew their insurance policies. To help navigate through these issues, Premier Flooring Retailer published an article in the 2014 providing a basic explanation of the various type of policies, what they cover, and certain exclusions and additions retailers and contractors may need to consider. See “Insurance: What Do I Need and What Does it Cover?” Premier Flooring Retailer (May/June 2014). After five years, it is time to update and republish the article to provide the guidance flooring retailers and contractors need to better understand insurance, and make an informed decision regarding what insurance they need.

Types of Coverage The fact is that there is no “one-size-fits-all” insurance policy. The coverage you may need might be available as standalone policies, or may be combined with several coverages to form a package policy. This article is designed to familiarize flooring retailers and contractors with the basic terms used in the insurance industry, and the coverage that is available to limit liability and protect against losses. An overview of the most common types of insurance and the available coverage is included, followed by a brief guide to interpret each policy. There are a host of other policies available that may provide broader coverage than your current policies. Flooring retailers and contractors

20 Premier Flooring Retailer | Q4 2019

The fact is that there is no “one-size-fits-all” insurance policy. The coverage you may need might be available as standalone policies, or may be combined with several coverages to form a package policy. should discuss their specific operations and needs with a qualified and experienced insurance broker.

tractors verify with their broker what is covered, and what is excluded in the policy.

Commercial General Liability: General liability insurance is a must. It provides protection against claims involving bodily injury and property damage. General liability insurance also pays for defense costs in the event that these claims lead to litigation. Retailers and contractors should consider a limit of no less than $1 million per occurrence. An endorsement or umbrella policy can be purchased relatively inexpensively, to increase the limits to $5 million. General liability insurance, however, may not provide protection for all of a flooring retailer’s and contractor’s obligations. For example, the cost of repairing or replacing flooring that is not properly installed, or is damaged during installation by a retailer’s or contractor’s employees, is generally excluded. This exclusion, however, may not apply to claims that arise out of work done by a subcontractor hired by the retailer or contractor. Moreover, there is a growing trend that faulty workmanship that results in property damage can constitute an “occurrence” under the standard CGL policy. This will not cover the replacement cost of a floor, but may cover other damages that arise because of faulty workmanship. In addition, there is the risk that faulty workmanship could result in damage or injuries after the installation was completed. If employees install flooring, it is important that the retailer or contractor ensure its general liability insurance covers “products completed-operations hazards” (PCOH). This coverage protects the retailer or contractor for claims that arise after the job is completed. As with general liability insurance, PCOH does not cover the faulty work itself, but would provide coverage for any bodily injury and or property damage. It is important therefore that flooring retailers and con-

Property Insurance: This type of insurance will cover the property owned by the business owner including the building, its contents, inventory and equipment. Insurance coverage for property will include losses derived from risks, such as fire and theft. Property policies typically do not cover flood, sewer/drain back-ups, or earthquake damage. Property the dealer does not own, but is in their care, is also typically excluded. Additionally, a retailer’s or contractor’s property offsite or in transit, such as materials taken to a jobsite, may not be covered. For this type of coverage, the retailer and contractor may need to purchase an installation floater, which covers property that is not at the retailer’s or contractor’s facilities. Business Owner’s Policy (BOP): The Business Owner’s Policy incorporates general liability coverage with property coverage into one, simple package covering a wide range of potential risk exposures. A BOP is designed to provide basic limits for most of the exposures a small business could face. It is important to understand what is included, to avoid buying double coverage, or omitting needed coverage. For example, the BOP policy should include general liability coverage so the retailer

Premier Flooring Retailer | Q4 2019

If the retailer or contractor is forced to close for an extended period of time due to renovations, then business interruption insurance may reimburse the full net profit the business lost during the shutdown. or contractor do not need a separate general liability policy, but it may not include automobile coverage. Automobile coverage will be needed if the employer or its employees use vehicles while on company business. Workers’ Compensation: Every retailer and contractor may need workers’ compensation to cover employees in the event of a work-related injury or illness. Workers’ compensation insurance pays for the injured employee’s medical expenses, and some lost wages. As the business owner, retailers and contractors can also be covered for any injuries or illnesses sustained at work. Most states mandate that business owners provide workers’ comp coverage for their employees. Some states require such coverage only if the employer has over a minimum number of employees, usually between three and five. Retailers and contractors should, therefore determine what their state’s workers’ compensation laws require. In addition, retailers and contactors should also check with their state’s local rules on independent contractors, to determine whether they would be required to extend workers compensation insurance to their independent installers. Since workers’ compensation coverage is based on payroll, it is important that retailers and contractors keep a record of all permanent and temporary employees, their job duties, payroll, and any claims they may have filed. Flooring retailers and contractors should also document all employee training, including any safety practices and procedures. The insurance company will ask for this information during an audit at the end of the policy term and when buying a policy, and this information will often help to lower the retailer’s or contractor’s premiums. Commercial Auto Insurance: If the employer or its employees use company-owned vehicles, or use their personal vehicles as part of their job, then auto insurance is a 22 Premier Flooring Retailer | Q4 2019

necessary policy. In addition, Commercial Vehicle Insurance covers liability, but may not include comprehensive and collision coverage. Retailers and contractors need to verify what is covered under its policy. It is also key, especially with a policy that covers employee’s personal vehicles when used for company business, that the coverage clearly describes when the vehicle is covered; is it just during work hours, does it cover going to and from work? Umbrella Policies: This coverage can sit on top of a general liability, automobile and workers’ compensation. It is often relatively inexpensive and provides additional policy limits and, thus, extra protection. For example, an umbrella policy can increase coverage limits in a general liability policy from $1 million to $5 million. The cost is often well worth the additional coverage. Business Interruption Insurance: This insurance will reimburse a business for loss of income after a covered loss, such as fire. If the retailer or contractor is forced to close for an extended period of time due to renovations, then this insurance may reimburse the full net profit the business lost during the shutdown. It is important to verify what events trigger coverage. Typically, events that trigger a property loss will also trigger a business income loss. In addition, retailers and contractors need to verify what is covered (e.g. lost profits, rents, etc.), and the dollar limits on the total amount of coverage. Crime Insurance: This type of insurance covers theft of business property incurred on the premises or under the care and custody of an employee, messenger or watchperson. Retailers and contractors need to identify what property is covered, and what must be done to collect under the policy, such as submitting a police report. Theft of a customer’s property is not usually covered. Accordingly, materials left at a customer’s home to acclimate,

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may not be covered without a special endorsement. It is also important that retailers and contractors determine whether their property insurance already covers theft, to avoid purchasing needless double coverage. Cyber Liability Insurance: Cyber liability insurance can provide coverage in the event of a data breach, including the loss of your customer’s credit card information. Coverage can be written to include the cost to investigate, pay potential regulatory fines, provide customer notification and pay credit monitoring expense. It is important to include ransom-extortion coverage in any cyber policy. This coverage protects a business in the event its computer systems are held hostage by a third party. ADA Insurance: As explained in the article in this issue on the Americans with Disabilities Act (“ADA”), courts are expanding what the Act’s requirements beyond physical facilities, to also require that websites and mobile application be accessible to the handicapped. As a result, retailers and contractors face added risk of lawsuits for violating the ADA. Insurance will generally not cover fines or penalties that can be imposed, but retailers and contractors may be able to find coverage for legal fees incurred for these types of losses within either Cyber Liability and Employment Related Practices policies.

retailer’s or contractor’s negligence. The lease may also require the retailer or contractor have insurance, and may set the amount of coverage required. The retailer’s and contractor’s general liability policy may provide this coverage, but may include limits on what is covered, and the amount of coverage. The size of the retailer’s or contractor’s location and its lease agreement will determine the required policy limits. Flooring retailers and contractors need to review their lease agreements, to ensure the limits are sufficient to satisfy their contractual obligation. Independent Contractor Liability: Every flooring retailer and contractor should ask every subcontractor they deal with to provide a certificate of insurance, showing that the subcontractor carries workers’ compensation, automobile and general liability insurance with a minimum $1 million liability coverage. Most general liability policies will provide coverage for work performed by a subcontractor on behalf of the retailer or contractor. If the retailer’s or contractor’s policy does not, it can add “independent contractor liability” insurance to its general liability policy, to protect against suits brought as a result of negligence on the part of an independent contractor.

Conclusion Employment Practices Liability Insurance: Employment practices liability insurance protects the retailer or contractor from lawsuits over alleged discrimination or harassment, including wrongful termination. This coverage may also extend to third parties, but is not automatically included and must be requested. These types of losses are typically excluded from general liability policies, and must be separately purchased. Fire Legal Liability Insurance: Under the terms of a facility lease, the retailer or contractor may be held responsible for fire damage to the building caused by the

There are many insurance policies out there, and it is important that a flooring retailer and contractor determine what policies they need so that they neither under — nor over — insure their businesses. The key to buying the right coverage is to provide your insurance broker with a full picture of a company’s operation, so the broker can identify the required coverage. All policies needs should be reviewed each year when renewed, to determine if any coverage changes were made. A review should also be conducted whenever there is a change in business operations. ❚

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. 24 Premier Flooring Retailer | Q4 2019

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lans, permits, people, equipment, local codes; every building project is a complex choreography. Complexity creates risks that can cost time, money, reputations and even lives. Getting beyond risk requires the expertise to understand all the moving parts, see the possible consequences they embody and craft the best ways to minimize and manage them. A top 20 insurance brokerage in the United States, Risk Strategies specializes in deconstructing complexity to understand risk. Whether you’re a trade contractor just starting out or an established firm, our people come from your industry and know your challenges. From spotting contract language gaps to interpreting the evolving regulatory landscape, you’ll get a partner that knows your world and sweats the details to deliver comprehensive, innovative plans that control costs and eliminate surprises. ❚

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You’re Covered Business Liability, Property, Workers Compensation and Commercial Vehicle insurance programs are offered by Risk Strategies. Contact us today to see how we can save you money! Insurance programs designed speciﬁcally for the ﬂoor covering professional for over 20 years. • WFCA-endorsed inspector’s error & omissions program • WFCA-endorsed surety program • Full-service insurance capabilities Contact: Stacy T. Eickhoff, Senior Vice President P: 949-681-1864 C: 714.393.8470 seickhoff@risk-strategies.com

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SOURCING . 2020 Each January, the industry from around the globe flocks to Las Vegas for the flooring, stone, and tile market at The International Surface Event (TISE): SURFACES | StonExpo/Marmomac | TileExpo. The event is a discovery for the senses as brands present their newest product launches, expanded product lines, equipment innovations, tools, and technology, the latest in installation techniques, and so much more | all across an expanse of over 1 million square feet of

“

The International Surface Event is the ‘megalopolis’ of all things surfaces. Anything you can think of from flooring to tile, wall treatments to countertops, technological innovations… this is the place where the trends aren’t being followed, they are being set.

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facility - incorporating exhibits, show features, product showrooms, demonstrations, and educational opportunities. TISE opened a call for product entries into their annual lookbooks. The 2020 lookbooks are packed with trends, styles, and products.

26 Premier Flooring Retailer | Q4 2019

TISE21_PFR_SURFACESissue_backcover_8x10.875_indpgs.indd 3

New for 2020, TISE is shedding a light on the brands that source or produce their products in the USA. Whether raw goods are sourced in the United States, or the entire product is manufactured domestically, learn something new about the brands/ exhibitors in the Made in the USA portion of the lookbook. In addition, source commercial products in the commercial section of the lookbook. For a full listing of products, visit the event website - search exhibiting brands.

Scan the QR code to launch the 2020 lookbook. The industry also has the chance to experience surface materials through the wonder and dreamy stylings of Jennifer Farrell. Jennifer is a familiar face to audiences who have enjoyed her television shows and designs for over a decade. Her forecasted trends are featured inside the lookbooks.

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The International Surface Event (TISE): SURFACES | StonExpo/ Marmomac | TileExpo is a global space where buyers and sellers purchase floor covering, stone, and tile products, gain design inspiration, and develop their businesses. TISE carefully sources exhibiting brands, crafts content and events, and artfully develops show features just for you to meet the needs of your business. Premier Flooring Retailer | Q4 2019

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Wagner continued from page 18

If the structure is new construction, permeable materials like wood framing, subflooring and sheathing might contain excess moisture, either from the air, precipitation or construction water. In this case, you’ll need to do some major drying of the structure. Enclosing the space and using portable dehumidifiers will do the job. You can either do this yourself, using rental equipment if necessary, or you can contract it out to a specialist. Provide adequate ventilation in the space where the floor-

As wood absorbs moisture, it expands. When it loses moisture to the air, it shrinks. If this expansion and contraction occur after the floor is installed, it will cause surface irregularities like bowing, cupping, tenting, crowning, and gaps.

ing will be installed. HVAC systems and humidifiers should be operational for 5-7 days before delivering the wood floor-

match the ambient moisture content in the finished space,

ing. All wet trades should complete work before the flooring

failure can result.

is delivered.

This is why the wood must have the correct equilibrium

NWFA requires that you test for moisture in the wood

moisture content or EMC before installation. It must be given

subfloor at several locations in the room; a minimum of 20

time to come into balance with the conditions it will experi-

tests per 1,000 square feet; and then average the results. A

ence in the finished space before it’s installed. The way to

high reading in an area indicates a problem that must be cor-

achieve this is through the process called acclimation.

rected. Pay special attention to exterior and plumbing walls.

To acclimate the flooring, follow the manufacturer’s specific process. The National Wood Flooring Association (NWFA)

The Importance of Equilibrium Moisture Content (EMC)

also has specific guidelines for proper moisture content levels during acclimation and installation.

The moisture content of wood constantly changes, as the

Ideally, you should acclimate the wood flooring in service

surrounding environment changes. When ambient moisture

conditions. If possible, place the wood flooring in the room

increases, wood absorbs moisture until it reaches a balance

where it will be installed. Use a wood moisture meter to take

with the ambient air. As ambient moisture decreases, wood

a baseline moisture content reading of the subfloor and the

loses moisture in balance with it. This state of balance is

wood flooring, and to measure the ambient relative humidity

called the equilibrium moisture content (EMC). The value

(RH). If your moisture meter can’t measure ambient humidity,

of EMC will change, as ambient temperature and humidity

use a thermo-hygrometer.

levels change.

Wagner Meters has introduced their Orion® 950 pinless

As wood absorbs moisture, it expands. When it loses

wood moisture meter with dual-depth capability to read wood

moisture to the air, it shrinks. If this expansion and con-

moisture from the surface down to 1/4" and 3⁄4" depths for

traction occur after the floor is installed, it will cause sur-

thin wood samples such as floors, or in thicker wood sam-

face irregularities like bowing, cupping, tenting, crowning,

ples. Its built-in thermo-hygrometer functions measure the

and gaps. Ambient moisture content in finished spaces

ambient temperature and RH and calculate EMC. As it is pin-

is kept pretty constant, so a properly installed floor will

less, the Orion 950 will not damage wood flooring.

rarely experience problems after installation. But if the floor

In order to monitor and maintain steady ambient tem-

is installed with a moisture content that doesn’t closely

perature and humidity throughout the acclimation period, it’s

NWFA requires that you test for moisture in the wood subfloor at several locations in the room; a minimum of 20 tests per 1,000 square feet; and then average the results. 30 Premier Flooring Retailer | Q4 2019

tions regularly. The best way to do this is with automatic data

Tips to Lower Moisture Risk During Installation

loggers that can be installed at the site.

Maintaining proper ambient temperature and humidity

recommended that you take readings of the ambient condi-

Wagner Meters has a small RH and temperature data

during the installation process is just as essential as it is

logger called the Smart Logger™ that helps ensure proper

before the installation. Keep your automatic data loggers in

acclimation of wood flooring by monitoring and record-

operation during the entire process. They can alert you to

ing ambient RH and temperature 24 hours a day, even

any dramatic changes at the job site, and allow you to take

when you’re away from the job site. Readings can be

the necessary steps to ensure a successful installation.

downloaded at any time to the Smart Logger app on your

Correct use of flooring fasteners can help minimize prob-

mobile device. You can configure it using the Smart Log-

lems caused by expansion and contraction due to mois-

ger app on your Bluetooth® mobile device to collect and

ture. Use the correct type, dimensions, and placement of

store readings on a regular schedule, then return to the

floor fasteners. If you don’t use enough fasteners, gaps can

site to download the data to your mobile device. Using a

develop between planks. Fasteners that are too large or

data logger like the Smart Logger, will help you be certain

spaced too closely, can cause splits. The wrong type of fas-

whether optimal ambient conditions were maintained at

teners can fasten the floor too tightly and cause squeaking.

all times while your wood flooring acclimates. Install one

Always follow the directions of the flooring manufacturer.

where you place the flooring to acclimate, whether that’s

Provide expansion gaps at the floor perimeters with the

in the space where the flooring will be installed, or in a

recommended width for the flooring product. Provide center

nearby space. After the acclimation period, move the log-

expansion breaks in floors that exceed the manufacturer’s

ger to the space where the floor will be installed (if it’s

recommended maximum span. Breaks can be covered with

not the same space), and install another one in the crawl

T-molding and placed in doorways and between rooms, to

space below. You’ll use them to monitor ambient condi-

make them more inconspicuous.

tions through the entire installation process, and ideally, after installation as well. After the prescribed acclimation period, use a wood

Monitoring Ambient Conditions after the Installation

moisture meter to check a representative sample of flooring

After the installation is complete, it’s important to ensure that

for the proper moisture content, according to the manufac-

the correct ambient conditions are maintained in the space.

turer’s specifications. Even if you follow the manufacturer’s

If the ambient conditions aren’t maintained properly, the

recommendations for the length of time to acclimate, the

moisture content of the flooring system can change, causing

only way to be sure the flooring has reached EMC is to use

dimensional changes to the floor. Even if you’ve done your

a wood moisture meter.

job and kept moisture conditions right, the client can cause damage to the floor by not maintaining the proper service conditions after the floor is installed. You can help prevent this problem by using the Wagner Smart Logger to provide constant monitoring and recording of ambient temperature and RH, after the installation is complete. This is especially important for residential clients who might not maintain the ambient conditions as consistently as commercial clients. Returning to the site to download data logs can also

Install a data logger where you have placed the flooring to acclimate, whether that’s in the space where the flooring will be installed, or in a nearby space.

help you in other ways. It shows your clients a high degree Wagner continued on page 50

Premier Flooring Retailer | Q4 2019

What the best dressed brands will be wearing:

32 Premier Flooring Retailer | Q4 2019

INTRODUCING THE NEW BADGE FOR SMART, DURABLE AND RESPONSIBLY MADE RIGID CORE FLOORING The fastest growing flooring category is now becoming the most rigorously tested and quality assured. Introducing the ASSURE CERTIFIED™ program–specifically created for rigid core LVT. Applicable to all WPC and SPC constructions, ASSURE CERTIFIED™ upholds manufacturing standards and tests for indoor air quality, performance, heavy metals and ortho-phthalates. From now on, rigid core quality will be easy to see. Just look for the ASSURE CERTIFIED™ badge. To learn more, visit RFCI.com/AssureCertified. Manufacturers, contact SCS Global directly to start your certification process.

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Premier Flooring Retailer | Q4 2019

An Evening Like None Other … the WFCA welcomed over 200 floor covering executives to the historic backdrop of Barnsley Gardens Resort in Adairsville, Georgia for a night of food and fond memories ... both past and present.

he WFCA 60th Anniversary Celebration and the induction of Vance Bell of Shaw Industries to the WFCA Hall of Fame was an evening to remember. Feeling more like an elegant family reunion than a stuffy industry function, the WFCA welcomed over 200 floor covering executives to the historic backdrop of Barnsley Gardens Resort in Adairsville, Georgia for a night of food and fond memories ... both past and present. As the gathering watched 60 years of memories and milestones projected across the screen at one end of the pavilion, Scott Humphrey, CEO of the World Floor Covering Association, observed the enormous role the organization has had in supporting and advocating for the flooring industry. “We are proud of its achievements. There will always be challenges, but our future is bright.” The man of the hour, Vance Bell, was inducted into the WFCA Hall of Fame after a lifetime of faithful service to one company, Shaw Industries. Bell was born in Macon, Georgia and attended Georgia Tech, where he was awarded a degree in Industrial Management in 1973. Upon graduating, he worked at West Point-Pepperell before beginning his long tenure at Shaw Industries in 1973. Bell became chairman and CEO of Shaw Industries in 2006, succeeding Bob Shaw (who was in attendance at the gala) and who actually hired him in the 70’s. As CEO, Bell was ranked in the top 15% of CEO’s out of 1,175 similarly ranked companies by the website comparably.com. and guided a company of $6 billion in annual sales, employing 23,000 through economic recession and prosperity.

WFCA’s 60th anniversary celebration attendees at Barnsley Gardens Resort. Behind Barnsley Resort’s storybook setting is a true story filled with as many twists and turns as a work of fiction. The original manor, called Woodlands, was an estate built by Godfrey Barnsley for his beloved wife, Julia. Godfrey Barnsley began construction on his Italianate villa in the 1840s in the North Georgia foothills, on land that had once been inhabited by the Cherokee Indians. Unfortunately, however, Julia passed away before the home was completed. Both the home and its elaborate gardens were inspired by the work of Andrew Jackson Downing, a pioneering landscape designer and proponent of Italianate and gothic revival architecture.

34 Premier Flooring Retailer | Q4 2019

“Together we can do wonderful, amazing things.” During his time at Shaw Industries, Bell learned everything there was to know about his company and the industry he loves, rising through the corporate ranks in sales, marketing and manufacturing. In 2016, Bell was even included in the “100 Most Influential Georgians” list published by Georgia Trend magazine. During the WFCA 60th Anniversary festivities, he became the 49th inductee to the WFCA Hall of Fame, established in 1992. Perhaps the most moving address of the evening were the concluding remarks by WFCA CEO Scott Humphrey, himself a former Shaw Industries executive. Humphrey delivered a frank assessment of what he maintains is best described as an industry crisis: the lack of qualified installers. And, as if in a An Evening Like None Other continued on page 51

Vance Bell (left) and Scott Humphrey.

Bob Shaw with guest.

Guests socialize in “The Ruins” at Bernsley Gardens Resort.

Left to right: Shane Lewis, Ken and Jody Jackson, and John Pate.

Premier Flooring Retailer | Q4 2019

By Maud Swalens

SHOWIN’ OUR STUFF

USFloors Introduces Grande: The Largest WPC Plank on the Market Today

OREtec The Original has gone to great lengths, 82" in fact, to create an awe-inspiring floor that will set anyone apart in grand fashion. As the largest WPC plank currently available in the market, this one-of-akind floor is truly revolutionary. Live large, dream big. Bold in beauty and design, this unique and innovative floor comes with all the benefits expected from The Original. Each massive Grande plank is 100% waterproof, kidproof, petproof and will stand up to life's real messes in grandness and style. Grande represents a curated collection of massive planks and provides the perfect platform for upscale visuals in WPC. Featuring ten oak visuals, the collection represents a wide color scheme from light and natural, to rich and dark. The new 30 mil wear layer allows for the durability promised to you by The Original, without compromising the crisp and clear visuals of these magnificent designs. Inspired by the restoration of aged wood to its own natural and vibrant state, these ten authentic and Below: Makkah Oak, and at right, Willis Oak from the Grande Collection by USFloors

36 Premier Flooring Retailer | Q4 2019

turbulent wood grains are portrayed in a bright and rich light to evoke a sense of renewal. Grande exudes character and authenticity. Underneath the beautiful visual, there is the wellknown 100% Waterproof COREtec WPC core. Grande products feature an even thicker core (9 mm) to provide more comfort, optimal sound absorption and ultimate stability. The easy to install angle-tap system allows for floating installations measured in hours, not days. Continuous innovation, enhanced painted bevels and Embossed-In-Register technology create ultra-realistic visuals in this thick WPC plank that looks and feels like real hardwood. Richness, clarity and depth inspired this collection and Grande allows for an expressive wood grain featuring all COREtec benefits. These products are warmer underfoot because of the cork underlayment, but real warmth is also found in Grande’s style and looks. Even amongst the cooler and grey tones in the collection, Grande is authentic to the core. ❚

Magniﬁcent. Impressive.

C O M E

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W I T H

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SHAW MARKETS · TISE · DOMOTEX ATLANTA COREtecFloors.com Premier Flooring Retailer | Q4 2019

SHOWIN’ OUR STUFF

Innovation Reinvented Again with Dream Weaver Select/twistX

W Select brings a new collection of beautifully styled patterns, textures, and colors to the Dream Weaver product family. Inspired by the natural

landscape, these styles bring textural nuances, reminiscent of natural materials, into the home. The tailored fabrication of the products offers timeless design elements coupled with functionality for the style conscious, yet active household. Featuring Engineered Floors’ proprietary twistX technology, the company uses a patented process to provide industry leading wearability for synthetic fiber. This technology utilizes a blend of multiple fiber components resulting in performance once reserved for premium carpets. TwistX consists of 33% higher bundle sizes, meaning there is more carpet and higher density in each Redwood

square yard than traditional carpet. Redwood is one of the notable DW Select styles, featuring twistX. Redwood is a product inspired by the stunning northern California coastline

proprietary fiber, PureColor. PureColor is

and the timeless beauty of the dramatic contrast of all its natural elements.

solution-dyed, meaning that the color of the

Color, texture, and pattern showcase the quiet tranquility alongside the rug-

carpet fiber goes all the way through, much

ged panorama of the region. Another DW Select style, Artisan, brings color,

like the orange of a carrot, as opposed to

texture, and pattern with

traditional piece-dyed fibers where the color

beautiful time worn influ-

only sits on top of the fiber, like the red skin of

ences inspired by the rus-

a radish. This creates a more balanced look

tic wisdom of the wild. This

in the color of the carpet. It also means that

product breathes a sense of

PureColor will not bleach from spot cleaning,

comfort and nostalgia with a

doesn’t fade from prolonged sunlight expo-

modern twist on design.

sure, won’t wear in high traffic areas, and

Artisan

TwistX allows for unique

best of all, can resist some of life’s harshest

styling characteristics result-

stains. Wine, pet stains, and mud are not an

ing in naturally inspired col-

issue with PureColor.

ors and textures. However,

Whether the homeowner is installing car-

twistX’s value doesn’t stop

pet in a chic bedroom or a children’s play-

with its styling. TwistX also

room, Dream Weaver has a collection that

includes Engineered Floors

will fill any need. ❚

The tailored fabrication of the products offers timeless design elements coupled with functionality for the style conscious, yet active household. 38 Premier Flooring Retailer | Q4 2019

Innovation reinvented... again. Inspired by natural landscapes, DW Select featuring twistX offers beautifully styled patterns, textures, and colors. Utilizing a twist multiplier, twistX delivers industry leading durability in synthetic fiber that has a 33% higher bundle size, meaning each square yard of carpet has more yarn and higher densities. Come learn more at Surfaces booth #1709! engineeredfloors.com

Premier Flooring Retailer | Q4 2019

SHOWIN’ OUR STUFF

HPS Schönox introduces the HPS ComfortSafe electric radiant, full surface floor heating system.

PS Schönox introduces the HPS ComfortSafe electric radiant, full surface floor heating system. Whether installed on its own, or as a system with renowned Schönox under-

layment products, HPS ComfortSafe delivers the latest technology in efficient, comfortable and environmentally-friendly underfloor heating. The HPS ComfortSafe system is appropriate for both residential and commercial settings, providing luxury you can enjoy in the home,

HPS ComfortSafe delivers the latest technology in efficient, comfortable and environmentallyfriendly underfloor heating.

and enhancing safety and comfort in commercial buildings, while also reducing construction and operating costs.

Commercial Use Schönox HPS ComfortSafe electric radiant floor heating system is designed for commercial and industrial building entryways. Commercial and industrial loss-prevention departments value HPS ComfortSafe’s role in removing moisture from buildup of water, ice, and slush, commonly associated with building entryways. When embedded in Schönox AP Self-Leveling compound, the HPS ComfortSafe system offers a clear, efficient, continuous, and easyto-use heat source for more rapid moisture evaporation; thus, reducing opportunities for claim-generating slip and fall incidents. Schönox HPS ComfortSafe also guarantees fast, direct surface heating of areas. This heating system is designed to operate at maximum steady stated temperatures, by using a programmable power-time switch on/off control. It should also be noted that for larger areas, more than one system can easily be employed.

Residential Use Schönox HPS ComfortSafe electric radiant floor heating system is also designed for use with the Schönox AP Self-Leveling compound in residential floor areas such as bathrooms, kitchens, walk-in closets, and dressing areas. Because it is a radiant design, the HPS ComfortSafe system maximizes energy savings by minimizing heat loss. The residential kit provides a

These five photos show the steps in a typical HPS ComfortSafe installation.

40 Premier Flooring Retailer | Q4 2019

The residential kit provides a luxurious floor-warmth experience. luxurious floor-warmth experience. Many homeowners are demanding these floor heating systems, as the newer technology provides a much more cost-effective level of comfort as compared with older systems. The basic requirements for the HPS ComfortSafe heater system are: ● PowerTrack 3.15" wide in roll form ● Power supply 120VAC single phase 3KW ● Electric Time Switch Tork® SA399 40A for controlling heaters ON/OFF ● An OJ Electronics thermostat with floor sensor for residential applications ● T4 and T5 crimp connectors ● Installation area 100ft2 Features and benefits of the Schönox HPS ComfortSafe floor heater system: ● Schönox HPS ComfortSafe film supplied in roll form ● 35" wide for commercial and industrial building entryways ● 30" wide for residential flooring ● Is extremely easy to install ● Is energy efficient due to full surface heating ● Helps abate moisture from flooring surfaces to aid in evaporation ● Helps protect substrate from moisture penetration ● Reduces heat loss to the substrate, and improves floor warming response time ● Can be used with laminate, wood, tile, and concrete flooring ● Provides even and consistent warmth in any room ● Is anti-microbial resistant to mold and mildew ❚

Premier Flooring Retailer | Q4 2019

SHOWIN’ OUR STUFF

What began as a revolutionary LVT installation system is now taking over the whole house!

agnetic Building Solutions (MBS) technology was developed by the World Floor Covering Association to facilitate safe and efficient surface installations. The magnetic

underlay system can be utilized with almost all types of flooring and wall surfaces. No adhesives or click locking systems are required for installation. Products with the MagneBuild brand of MBS technology stay in place by means of magnetism: a flexible sheet magnetic underlayment that is attracted to the top surface layer containing a ferrite powder. For the installer, that means an easier and faster installation without the mess, smell and VOCs that are a common by-product of traditional floor or wall covering replacements. For all of these advantages and more, it’s easy to see why the success of MBS technol-

Michael Bennett VP of Sales and Marketing, MagneBuild

ogy is catching hold. Here are just a few recent examples:

MBS has gone soft … As in carpet, that is! MBS will now be found on select styles of Masland Contract carpet, as well as Kaili Carpet. Samples of Masland Contract carpet with the MagneBuild installation system are being produced now, with full production scheduled in January 2020.

A Koncrete idea … Modern Koncrete, developer of the ultra-high-performance concrete technology for cutting edge interior design for floors, walls and countertops, has embraced the MagneBuild system on all of its tile and plank flooring, as well as its 2D and 3D tile and plank wall products.

42 Premier Flooring Retailer | Q4 2019

Products with the MagneBuild brand of MBS technology stay in place by means of magnetism: a flexible sheet of magnetic underlayment that is attracted to the top surface layer containing a ferrite powder. nothing short of incredible! During the 3-day conference, over 50 presentations were made and 4 projects awarded. The education system has a high level of respect for lifecycle costs, and the MBS system creates measurable savings year after year.

MBS around the world … From the U.S.A. to China, Viet Nam, Pakistan, Thailand, Mexico and others, Magnetic Building Systems Technology is catching hold of the building products industry everywhere.

Up a wall …

As close as your Metroflor dealer …

Expect MBS to announce a major wallpa-

Metroflor is placing their very attractive new Attraxion Demonstrator Dis-

per partner that will roll-out 8 SKUs of a PET

play to showcase the latest Attraxion line of MagneBuild flooring and wall

vinyl that are beautiful, easy to maintain and,

products. It comes outfitted with removable magnetic flooring so that the

of course, easy to install … thanks to MBS.

retailer and the consumer can see for themselves exactly how the system

Say goodbye to the messy glue brush and

works! MBS will showcase this display at their booth 2057 at TISE. ❚

monumental replacement projects. Just peel and replace!

Sound solution …

For more information about MBS, visit http://magneticbuildingsolutions.com or the MBS booth 2057 at TISE.

MBS is developing an acoustic pad to install underneath the MagneBuild underlayment after receiving several requests. MBS will have two types of acoustical padding on display at TISE.

Ceramic creations … Two major ceramic tile brands are developing the MBS platform for their product lines. More details to follow.

Facility officers agree … In October, MBS attended the 2019 Facilities Officers Conference for the State of Georgia. The response to MagneBuild was Premier Flooring Retailer | Q4 2019

SHOWIN’ OUR STUFF

Magnetic Attraxion? ... Say Hello to Metroforms

Meet Metroforms.... coupling the benefits of Metroflor LVT and the Attraxion system (Attraxion Magnetic Attachment Technology™) — installation speed, indoor air quality, performance and safety — with the ability to add a wide range of pre-cut shapes to achieve custom looks.

Innovative patterns offer endless design flexibility. Thanks to Attraxion, Metroforms provides many nontraditional design motifs from which to choose. These include the ability to use innovative layouts such as starbursts, chevrons, basketweaves, hexes, diamond, and patches. This is now easier and faster to install than ever before by using Metroforms’ pre-cut shapes. Many of the Metroforms shapes include geometrics and fractals, which can be used to create a seemingly limitless array of patterns. Attraxion floors have an integrated ferrite receptor film laminated to the bottom of the flooring. By merely rolling out the MagneBuild magnetic underlayment over almost any smooth, flat, clean and dry subfloor, the Metroforms shapes can be assembled and installed more efficiently than any other method. Metroflor’s Déjà New LVT provides the palette and the foundation for Metroforms with Attraxion. With a 20 mil wear layer and 2.5 mm gauge, Déjà New’s patterns and colorways lend Metroforms 38 visual options in a range of colors and textures ranging from wood to concrete and textiles. Metroforms can create interest and drama into a wide range of specified and Main Street commercial applications including Hospitality, Retail, Healthcare, Education, Corporate and Multifamily.

Removable, Replaceable, Reusable, Repairable. The Attraxion magnetic installation technology eliminates adhesive-related VOCs and the need for cutting patterned floors on-site with power tools and resulting dust, as well as reducing labor costs because it’s two-times faster than installing glue down LVT. The MagneBuild underlayment adds additional value by providing built-in solutions to key flooring concerns and can be dual-purposed as a moisture barrier (by taping underlayment seams) and as a crack suppression membrane. Metroforms are easily removed and repaired if needed. Subsequent installations only require Attraxion flooring as the MagneBuild magnetic underlayment can be reused for multiple installations without degrading its magnetic properties. ❚

Metroflor’s Déjà New LVT provides the palette and the foundation for Metroforms with Attraxion. 44 Premier Flooring Retailer | Q4 2019

Arriving Q1-2020! One-of-a-kind custom LVT floors that install in a fraction of the time as traditional glue down products – and with significantly less effort. With Metroforms’ custom shape portfolio and Attraxion™ Magnetic Attachment Technology, installation is child’s play. Pieces are easily positioned and re-positioned – no glue, no muss, no fuss.

Product Shown: Deja New Eggplant Grey

Designing custom floors is fast and fun with the Metroforms Sketch Box™ online design tool. Users simply choose from a library of pre-cut geometric shapes and a palette of 38 flooring colors to create their custom look. Sketch Box does the hard part, providing material needs, a virtual room photo, specifications, and ordering instructions.

Metroforms. The shape of things to come.

888-235-6672 | metroflorusa.com

Premier Flooring Retailer | Q4 2019

LATICRETE introduces the HYDRO BAN® Shower Pan

ATICRETE introduces the HYDRO

HYDRO BAN Shower Pan is pack-

HYDRO BAN liquid over cement board

BAN Shower Pan, which comes

aged with a pan and HYDRO BAN

or with HYDRO BAN Board, each sold

in multiple interlocking pieces for easy

Sheet Membrane to cover the pan.

separately.

transportability and sizing, and the

The product provides the option to

HYDRO BAN Shower Kit works in

HYDRO BAN Shower Pan Kit provides

waterproof the shower walls using

conjunction with LATICRETE® tile and

everything needed for a shower instal-

HYDRO

stone installation materials, including a

BAN

Sheet

Membrane,

lation in one package, offering custom-

variety of adhesives, grouts and caulks.

ers a cost-effective system of products

It is backed by the LATICRETE Lifetime

needed to waterproof a shower.

System Warranty, providing peace of mind for trouble-free installations.

LATICRETE already offers a successful and comprehensive line of shower

Both the HYDRO BAN Shower Pan

installation materials, and these two new

and Shower Pan Kit are designed to be

products are designed to make cus-

installed with the HYDRO BAN Bonding

tomers’ lives easier. The HYDRO BAN

Flange Drains. They are suitable for use

Shower Pan makes it easy to handle and

to construct pre-sloped showers in an

transport, and the HYDRO BAN Shower

industrial, commercial, or residential set-

Kit takes the guesswork of finding com-

ting, as well as stalled communal show-

patible products to complete a job.

ers and pet showers. ❚

MILL CREEK media group

If you have a product to market, an image to build, or a point to make, we can help you do just that. Let us tell your story with creativity.

PHOTOGRAPHY

•

VIDEO

•

GRAPHIC DESIGN

LL CRE

media millcreekmediagroup.com

46 Premier Flooring Retailer | Q4 2019

group

james@millcreekmediagroup.com

We specialize in measuring the customer journey and providing critical insights to help your business grow Many businesses are suffering from low employee engagement today. Nationally, one third of all employees are disengaged from their work, which kills sales, service and profitability. ● Competitive Research allows you to better understand your competition and how your business, services, and pricing compare. ● Mystery shopping services to measure the level of service your employees are providing as well as competitive studies. ● CSAT surveys to gather feedback about your customers last experience doing business with you. Including NPS.

● Social media brand reputation monitoring to help you better understand and manage social media reviews. This also includes tools to help increase 4- and 5-star ratings to ensure your business is the clear leader and choice. ● Internal audit tools so you have a digital system to audit your own stores to ensure house keeping is under control and that your managers are providing the right coaching and leadership to your employees.

Business Evaluation Services is a full-service market, guest satisfaction and compliance audit company. We specialize in mystery shopping and guest satisfaction measurement services for nearly every industry. Business Evaluation Services was founded by the current President, Charles Stiles. Today, BES is an International Mystery Shopper Company with over two decades of experience, serving a variety of industries. BES has always had the goal and mission of developing partnerships with each customer they serve, ensuring the data they receive is accurate, actionable and reflective, with the overall goal of providing its customers with the information they need to drive sales, and develop a strong service culture within their organizations.

888-3000-8292 www.mysteryshopperservices.com Premier Flooring Retailer | Q4 2019

By James Wisdom

The Next GIG

Three Steps to Measure Software Success for Field Reps

So you’ve decided to modernize your field team and get them into the digital age. You’ve bought your tablets, powered up your lasers, and downloaded your app.

f course, you’re excited, pumped-up and ready to get

starts with a drawing on paper, and walks you through the

out there in the field and wow your customers, right?

building of it through the system.

Definitely. But there’s a hurdle: The learning curve. For the most part, it’s a big mistake to just wing it. This is a sure-fire

This sets the table for step 2. That is, the tackling of the first

recipe for failure.

few rooms measured via a laser with an instructor to help

Then what’s the best way to get up to speed? Well, at Measure Square, we have developed a 3-step process that breaks down the learning curve into easy milestones, whether you choose to have a MeasureSquare trainer come onsite, or you have a dedicated internal champion who will teach the rest of the team. Step 1 is helping your reps get their bearings and establish comfort with the software’s user interface. This removes the

… at Measure Square, we have developed a 3-step process that breaks down the learning curve into easy milestones…

mystery and frustration surrounding the

with troubleshooting. That way the internal champion, or MeasureSquare instructor, can focus on proper methods and techniques for working with the laser, rather than having to start from scratch, and help orient the new student with the app. Since you did your homework, the internal champion, or MeasureSquare instructor, can focus on the proper methods and techniques for working with the laser, and you’ll be ready for the next level so much sooner. This part will help you get to the milestones

understanding of the technology. The best way to do this

of completing your first multifamily plan from the training

is to go through a structured introduction to the software,

guide in a step-by-step approach, and in a comfortable envi-

created by the folks who know the product inside and out.

ronment, instead of being out there in front of the customer.

And a great place to start, is the MeasureSquare Mobile

After you’ve been through the A–Z of making your first plan,

Estimating course on Udemy. It does a great job of estab-

you’ll learn the basics for the field, by measuring your first

lishing a foundation that students can complete at their

few rooms by laser to get instant feedback. This will allow

own pace, including quizzes, and a training exercise that

for a proper foundation in putting together floor plans in your day-to-day work. After this step is finished, you will be ready for the last one: The training to get out there and measure some actual units or houses for practice. A software instructor or internal champ, will guide you through the process. And yes, this is certainly a crucial step. Consider that the theory and fundamentals will be pulled together into an actual workflow. Having someone who has mastered the field measure process, can drastically lower Measure Square continued on page 50

48 Premier Flooring Retailer | Q4 2019

Premier Flooring Retailer | Q4 2019

Measure Square continued from page 48

Remember, if you’re ever stumped out in the field, you can check out our Youtube channel by searching MeasureSquare, or you can email support@measuresquare.com. Ideally, you’ll tackle two or three measures in this way on your field training day. No doubt, you’ll feel confident tackling your first few measures on your own. the learning curve by helping you read the rooms, and visu-

Remember, if you’re ever stumped out in the field, you

alize how to assemble the space into an accurate and reli-

can check out our Youtube channel by searching Measur-

able measure. Having the instructor or internal champ, take

eSquare, or you can email support@measuresquare.com.

you to a unit for training that has already been measured

You can also include your profile from within the app, using

and verified as accurate, which will help you build your con-

the share button.

fidence. After all, you will be able to generate a file that complies with best practices.

Congratulations! You’re now ready to get out there and start getting those measures tackled and deals closed! ❚

Wagner continued from page 31

of professionalism when they see you using the latest tech-

■ Know the importance of EMC and how to test. Make

nology. It reminds them to maintain proper ambient condi-

sure you have a high-quality wood moisture meter.

tions. And it’s an additional “touch point” with the clients to

■ Maintain proper ambient temperature and humidity

keep your name in front of them.

during the entire installation process using automatic data loggers.

Manage Your Risks

■ Use the correct use of flooring fasteners to minimize

Excess moisture is always a risk when you’re installing wood

problems caused by expansion and contraction due to

flooring, but in unusually high moisture situations, you need

moisture.

to take extra precautions. To help mitigate your risk of moisture-related problems, be sure to use these tips:

■ Provide expansion gaps at the floor perimeters. ■ Provide center expansion breaks in floors with long spans. ■ Finally, remember to monitor ambient conditions after installation. Use automatic data loggers to ensure

■ Make sure all structures have proper vapor barriers, either under a concrete slab, or in the crawl space below

that the correct ambient conditions are maintained in the space.

the floor. ■ Make sure that crawl spaces must also have adequate ventilation, either with proper venting or by installing an electric ventilation system. ■ Take care of any excess moisture problems in the structure using dehumidifiers, or contracting it out to a specialist. 50 Premier Flooring Retailer | Q4 2019

For more information on concrete and wood moisture testing, visit www.WagnerMeters.com. 1. Source: https://ifti.com/about-ifti-ca/history/ 2. Source: https://www.stegoindustries.com/

An Evening Like None Other continued from page 35

family conference around the kitchen table, he rallied and challenged the assembled industry leaders to pull together to solve it. A trained vocalist, Humphrey even led the group in a moving song. “Combine your voice with ours,” he asked the assembly, “Together we can do wonderful, amazing things.” With more than a few feeling a lump in their throats and tears in their eyes, all left the reception knowing they had witnessed a truly wonderful and amazing event, as well. ❚

Freida Stater and Robert Varden.

Dinner at Bernsley Gardens Resort.

Left to right: Jim Walters, Deb DeGraff, Sue Walters, Jay Kopelson.

Deb DeGraff and Vance Bell.

“The Ruins” at Bernsley Gardens Resort.

Premier Flooring Retailer | Q4 2019

The Next GIG

Five Important Truths the Past 20 Years Have Taught

Floors software is celebrating its 20th Anniversary. Just like most of you, we started out not quite knowing what was in store. Just like most of you, the journey was harder

than we anticipated. Just like most of you, we are very proud of what we’ve built, and hope to continue growing and evolving for generations. Over the past two decades, as we’ve tried to help thousands of individual flooring dealers run a better and more profitable business, we’ve seen success stories, and learned from those. So as we reflect upon the journey of the past 20 years, it seemed appropriate to share a few Truths learned along the way. Most of them are fairly universal, no matter the size or type of your flooring business.

Chad Ogden QFloors President/CEO

Truth #1: Change is hard. But it is absolutely essential to survival.

Chad Ogden is the

It’s been said 100 times, but it bears repeating. In fact, write it 200 times on your whiteboard.

CEO/President and

It’s a natural tendency to comfortably run on autopilot, and stay with what we already know.

developer of QFloors

But your customers, the industry, how we communicate, and how we shop are changing.

flooring software. He

So if you are standing still, you will eventually be very lonely.

grew up in the flooring

Hold on tightly to the values of integrity, customer service, quality work, fairness, etc.,

industry, has a BS in

that your business was founded on. Those values should never change. But pretty much

Computer Engineering,

everything else will, if you are in business long enough. So be willing to adapt and step away

and worked many years

from your well-worn path of doing things. Your survival is dependent upon it. That hard truth

in the technology field before coming back to his

is played out daily.

serves as the Secretariat

Truth #2: Systematizing your business will impact profitability, growth, and long-term value.

of the fcB2B committee

Having established procedures and systems is vital for the long-term health of your com-

and is a widely recognized

pany. If the magic (and knowledge) of your company is all in your head, or a few key employ-

industry leader in floor

ees’ heads, you place your future at risk. What happens when you (or that key person) goes

covering technology.

on vacation, retires, or, even more tragically, experiences disability or death? The best way

To contact him, email

to clone yourself is through putting systems in place. And software is the most necessary

flooring roots. He currently

chad@qprosoftware.com

or call 801-563-0140.

part of that equation. By systematizing your business, you can remove and replace parts of the organization and everything still functions. It also allows you to grow your business without having to grow your staff (overhead), because you can do more business with fewer people. And streamlining operations doesn’t just save you money and time, although those are nice byproducts. It means that when you eventually decide to sell your company, it’s worth something.

52 Premier Flooring Retailer | Q4 2019

In contrast, if you are your company, simply giving orders to everyone else, once you go away, your business isn’t worth much. Another byproduct of establishing business systems is that you get to have a life. So get systems in place, and then take that vacation. Do it for your legacy. Because by being able to step away, you’re creating a more valuable asset in the future!

Truth #3: Every business owner should be able to produce regular financial reports. Those who can’t are flying blind. Twenty years ago, we watched our father run his business based upon what his bank account balance read that particular day. Sound familiar? Trust me, that’s not an accurate reflection of what is going on with your business. If, as a business owner, you are not regularly (monthly, or at least quarterly) producing and reviewing financial reports, you are flying blind. And most often, when flying blind, we’re unaware when we’re headed in the wrong direction. Or we don’t see that there is a dangerous obstacle ahead. Reviewing your numbers helps you to make course corrections before it is too late. And with today’s technology, meaningful, sophisticated, accurate reports (in real time, rather than last quarter or last year’s numbers), are easily run and accessed. That means you can make the wisest decisions, seeing clearly, as you steer your business forward.

If, as a business owner, you are not regularly (monthly, or at least quarterly) producing and reviewing financial reports, you are flying blind. And most often, when flying blind, we’re unaware when we’re headed in the wrong direction.

YOUR SOFTWARE SHOULDN’T BE PAINFUL TO

USE

Nor should it be torture to learn. QFloors software is: · Powerful yet user-friendly · Comprehensive yet intuitive Consider QFloors. Your employees (and your blood pressure) will thank you. Contact us today for a free demo. (801) 563-0140 www.qfloors.com sales@qprosoftware.com QF_PFR_HalfPg_Painful_Ad_Jun2018.indd 1

6/7/18 10:49 PM

Premier Flooring Retailer | Q4 2019

Truth #4: You can’t make everyone happy. But you should sure try. We’ve all experienced that completely unreasonable customer. Or the social media troll who blasts your company, while giving a completely skewed version of what really happened. Part of owning a business is coming to terms with the fact that we simply can’t please everyone. However, going above and beyond in our efforts to try, even if it isn’t always what is “fair,” will usually produce stronger, more loyal relationships and good business karma. All businesses exist because they provide a service or a product to help people, and are then compensated for that. It’s easy to get caught up in what we’re doing, rather than who

When confronted with an unhappy customer, try to focus on their needs rather than their words. It helps keep things in perspective.

we are serving. There are a lot of platitudes about the importance of being customer oriented, keeping the customer as the driving force behind everything you do, and so on. But practicing it consistently is not an easy task. For instance, what about when things are tight? Are you just as generous with your customers when you are poor? What about when you have plenty of business? Does the individual customer lose his/her importance to you at all? It’s food for thought. Customer service often can decrease in both times of want, or in times of growth. When confronted with an unhappy customer, try to focus on their needs rather than their words. It helps keep things in perspective. And remember, erring on the side of generosity rarely hurts, and if nothing else, will help you get a good nights’ sleep.

Truth #5: If you are still doing in-house payroll, reconsider. This may seem like a strange suggestion. But it is a universal truth nonetheless. Twenty years ago, most businesses did their own payroll in house, and using an outside firm was an expensive (and occasionally complicated) affair. In today’s world, there has been a complete reversal. As payroll services have become more of a commodity, prices have plummeted. It is almost always less expensive to have an outside company take care of your payroll today. Even if you are a small operation (or, some might argue, especially if you are small), you should save the time, salaries, hassle, and costs, and let one of these outside companies take it off your hands. There are a large number of both national and regional firms. Start by googling “payroll services” in your area, and compare prices. You’ll kick yourself for not doing it sooner. ❚

(Don’t believe us? See Truth #1.)

This may seem like a strange suggestion. But it is a universal truth nonetheless. Twenty years ago, most businesses did their own payroll in house, and using an outside firm was an expensive (and occasionally complicated) affair. In today’s world, there has been a complete reversal.

54 Premier Flooring Retailer | Q4 2019

“QFloors is the most AFFORDABLE and FLEXIBLE software product out there...

...It can scale to any level, from mom and pop stores all the way to the largest competitors in the industry. It has all the features you need and is extremely affordable on a user-by-user basis.”

-Nick Farrish Artisent Floors

Join thousands of other happy customers. Contact us for a free demo.

www.qﬂoors.com • sales@qprosoftware.com • 801-563-0140 Premier Flooring Retailer | Q4 2019 55

SHOWIN’ OUR STUFF

Product Pairings with the 2020 Colors of the Year The major paint and color influencers have announced their 2020 colors of the year. Let’s explore how these colors can be used in the home, and complementary Karndean luxury vinyl floors, so that you can better assist customers who seek your design expertise. Sherwin Williams: Naval This “roaring navy” combines Art Deco opulence with the “awe-inspiring power of nature” to kick off an empowering new year and decade. In interior design, blues are known to create a

This “roaring navy” combines Art Deco opulence with the “aweinspiring power of nature” to kick off an empowering new year and decade. In interior design, blues are known to create a calming and relaxing atmosphere.

calming and relaxing atmosphere. Given its meaning and neutral tone, it can be used in any room. A helpful tip with a dark wall color is to ensure the room has plenty of natural light, or light furnishings, to balance the mood. We envision Naval paired together with many of our floors. Amp up the drama with a highly characterful design like Salvaged Barnwood; choose Vanilla Oak for homeowners seeking a contemporary, clean-lined visual or a lighter color; for a lighter rustic option, try Aged Redwood; or play up the Art Deco theme with the metallic-like finish and steely charcoals of Ferra.

Clockwise from top left: Naval, Ferra, Salvaged Barnwood, Aged Redwood, Vanilla Oak

56 Premier Flooring Retailer | Q4 2019

The major paint and color influencers have announced their 2020 colors of the year.

Behr: Back to Nature For a fresh alternative to blue, get “Back to Nature” with an invigorating, yet subtle shade of green that reflects the need for nature’s calming influence in life. Although slightly warm in tone, this color is relatable, flexible enough to be used across styles and types of home spaces. Because Back to Nature has a lot of yellow within it, pair this with floors with golden tones, including Stamford or Warm Ash, or make it pop against White Painted Pine. You could also suggest a traditional gray-brown tile like Santi Limestone, which has a swirling pattern that adds texture. Whether or not you are helping customers select the perfect floor to complement one of the 2020 colors of the year, familiarizing yourself and your RSAs with trending colors allows for an efficient and effective in-store experience. To see more 2020 colors of the year and their Karndean Designflooring product pairings, visit www.karndean.com/ourblog.

For a fresh alternative to blue, get “Back to Nature” with an invigorating, yet subtle shade of green that reflects the need for nature’s calming influence in life.

Clockwise from top left: Back to Nature, Santi Limestone, Stamford, White Painted Pine, Warm Ash

Premier Flooring Retailer | Q4 2019

The Next GIG

Save Time and Money with Wireless Warehousing

or years, many flooring businesses have had few

keyboard, and a familiar user interface, that makes inven-

choices when it comes to inventory management.

tory tasks much easier.

Most flooring businesses struggle with time wasting tasks,

Plus, using smartphones as wireless scanning devices

spotty connections across the warehouse, and delays in

drastically cuts down on training time for new warehouse

inventory updates. But clunky handheld barcode scanning

employees. “The Android device is incredibly easy to set

guns are at last a thing of the past. With the introduction of

up, train, and use. Our customers love the ability to slip the

a new state of the art Barcode Device for Android™, ware-

device into their pocket while on the go. It frees warehouse

house management can be completed wirelessly. Wireless

personnel from being tied to their desks” said RollMaster

warehousing helps flooring businesses modernize and cre-

trainer Dan Seago.

ate new, efficient processes with technology you already know and love.

Time Savings Employees no longer need to run back and forth between

New to Barcoding? Now is the Time to Upgrade

a warehouse and their desks to complete their daily tasks.

Even small flooring businesses can benefit from the addition of

there is no need for high speed Wi-Fi, or Wi-Fi boosters in

barcoding to their warehouse operations. Now more than ever,

warehouses. Employees can make wireless updates right

barcoding is easier to learn and much less expensive to initiate.

from the device using mobile data.

For growing flooring businesses, this means that you’re able to upgrade your warehouse at a much smaller cost. “Barcoding just makes things a lot easier, simpler to

And with the addition of a SIM card and mobile phone plan,

This saves time on everything from POS, stock check, price check, receiving, physical inventory, and assigning installers to work orders.

find, to locate, and to keep track of the inventory that we have,” says Don Pekrul of Don’s Flooring Gallery. With wire-

Increased Flexibility

less access, barcoding allows for real-time inventory man-

The new Barcode Device for Android, has the benefit of dou-

agement, improved accuracy, and can help minimize costly

bling as a mobile phone. So, all of the applications employ-

errors. Utilizing integrated barcode inventory software has

ees already use in their day-to-day activities can be loaded

proven to deliver a huge boost in organization and time sav-

and used anytime, anywhere!

ings for flooring dealerships.

RollMaster users are now able to use our RM Mobile App right from their barcode device. No other flooring busi-

Smartphone Inventory Management is Here!

ness software offers the same flexibility with their flooring

The new barcode device works just like any other smart-

customers to make quicker, more accurate decisions, giv-

phone you already use every day. You can even make

ing them time to work on sales, and growing their flooring

your existing smartphone into a barcode scanner, with the

business.

inventory management barcode devices. This allows our

addition of a barcode scanning attachment! Old barcode

Barcoding has always been a huge boost to flooring busi-

devices had small screens, alphabetical keyboards and

nesses organization and inventory management accuracy.

huge price tags. The new smart barcode devices bring your

Now, wireless warehousing with a smartphone makes bar-

warehouse up to date with a touchscreen, full QWERTY

coding more affordable, easier, and much more efficient. ❚

58 Premier Flooring Retailer | Q4 2019

Streamline your flooring inventory management in the warehouse and on the sales floor with our new Android Barcode Device

Your Complete Flooring Software Solution

INVENTORY MANAGEMENT JUST GOT EASIER

Device Doubles as Cell Phone

Inventory Audits Simplified

Complete Inventory in Half the Time

POS, Purchasing, Receiving Tools

Get in touch for a

FREE DEMO

% oï¬&#x20AC;

initial sign-up fees

when you mention this ad

info@rmaster.com | 866.822.4904 Premier | www.rmaster.com Flooring Retailer | Q2 2019 59

Fred Kotynski, CIO, RFMS, Inc.

The Next GIG

Are You Making the Best Decisions?

hen business problems hit your desk, you need the right information to address the problems at hand. But often you don’t have immediate access to the information that reveals the underlying issues involved. Even though your business system has been collecting data for years, measuring, analyzing and reporting on this data in a meaningful way has proven to be a task too big for most flooring dealers. Because of that, most flooring dealers have all but ignored the hidden insights in their data. But today the option to implement a solid Business Intelligence (BI) tool is available. With a BI solution companies can gather, store and analyze their data to keep up with the changes and challenges of running a flooring operation. Armed with accurate and trusted data from a BI solution you gain access to the kind of information that will empower you to make good and even great decisions in every area of your operation. A good BI solution provides analytics and reporting at a multitude of levels. For instance, when you have several locations, each store or sales manager has different factors to take into consideration when planning strategically. With BI, managers can take advantage of detailed reporting and analytics to uncover patterns in their locations’ sales and margins to optimize their sales efforts.

The well-implemented BI solution provides extensive visual reporting revealing opportunity and uncovering areas that need attention. Taken a step further a BI solution that provides benchmarking metrics yields comparative reporting against peer flooring dealers and delivers the ultimate competitive edge. With benchmarking you can know how you’re performing against others, not just within your organization.

Imagine analytics such as these to help you with crucial business decisions: ●H ow much you spend on personnel, advertising, rent, education and other expenses vs. peer dealers ● How much your sales and gross margin trends compare over time vs. peer dealers ● Sales personnel performance ● Revenue and gross profit per square foot, per employee vs. peer dealers ● Product style analysis RFMS has introduced Business Insights as the leading business intelligence tool in the flooring industry. Check it out at rfms.com/bi. You’ll be amazed at the insight hidden in your data! ❚

Even though your business system has been collecting data for years, measuring, analyzing and reporting on this data in a meaningful way has proven to be a task too big for most flooring dealers. 60 Premier Flooring Retailer | Q4 2019

Premier Flooring Retailer | Q4 2019

Reaching The Next Generation of Flooring Pros!

Build My Future: Flooring Edition is back again! The event you could not stop talking about will return on April 14th 2020 and will be in the Dallas/Fort Worth Metroplex. Build My Future: Flooring Edition gave students the opportunity to have a day to work in the flooring industry through an interactive showcase! The 2019 event in Dallas, TX welcomed hundreds of students from all surrounding school districts to get hands-on with surface materials. Help make a difference in the Flooring Industry by educating the youth on the opportunities and values that the trade of floor covering encompasses.

get involved today | (816)231-4646 | clewis@cfiinstallers.org 62 Premier Flooring Retailer | Q4 2019

The Most Recognized Certification and training Programs Worldwide Carpet•Hardwood•Laminate•Ceramic & Stone•Resilient•LVP

2020 Upcoming Events: January 09 - 10 | Forney, TX Hardwood/Laminate Certification

May 18 - Jun. 19 | Forney, TX 5-Week Residential Carpet Training

January 16 - 17 | Forney, TX All Levels Carpet Certification

August 12 - 14 | Orlando, FL 2020 CFI Convention & Expo

Feb. 10 - Mar. 13| Forney, TX 5-Week Residential Carpet Training February 27 - 28 | Seattle, WA All Levels Carpet Certification April 02 - 03 | Forney, TX Residential-I Resilient Certification April 08 - 09 | Forney, TX Ceramic-I Certification April 29 - 30 | Forney, TX All Levels Carpet Certification April 29 - May 01 | Forney, TX R-I & CI Carpet Certification

Can’t find a class near you? Host a Training in your area! Call (816)231-4646

Visit our website: www.cfiinstallers.org Follow us on: Premier Flooring Retailer | Q4 2019

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