I have noticed in our retail flooring industry that the manufacturer sometimes has a problem communicating to Ms. MacGillicuddy about how she can save money on her flooring purchase.  It appears the manufacture is marketing to the retail store, not the consumer “Ms. MacGillicuddy.”   Ms. MacGillicuddy is conditioned to look for savings and the awesome coupon of the day.

Don’t you just wonder how long it took Armstrong’s creative team to come up with this “Special Hardwood Promotion?”   It confused me when they posted this generic signage in our store.  You would not believe the beautiful hardwood floors in this display that may have gotten overlooked with this not- so-exciting “Promotion” posting.  Why didn’t Armstrong just say what they needed to by calling it the “Biggest and Best Armstrong Flooring Sale of the Year?”

Armstrong surely understands that the consumer, which I have always referred to as Ms. MacGillicuddy, doesn’t have time for Armstrong to explain that they really are trying to save her money and want her to buy their hardwood.   For example, they reduced prices so much during this so called “promotion” that Century Estate was on sale for $4.39 per square foot less than the regular retail price.  That’s a lot of money if you happen to be in love with this gorgeous hardwood.  

My suggestion is to quiz your retail flooring expert on how you can achieve maximum savings when you buy your new floor. 

Renee LeCroy is the Flooring Expert at Don’s Carpet One in Birmingham, AL. For 18 years, she’s been the consumer’s in-store advocate, decoding the flooring industry and offering insider advice. Contact Renee via email.