In the home furnishing business, I believe there is a fine line between having enough options for the customer and having so many that the end result is customer confusion. Customers can easily be overwhelmed given the
number of choices in the market. At Lewis Floor & Home we strive to shop the world over and cut out products that do not offer the best value in their category. In reality there is so much duplication that I believe it takes
almost twice as long for our buyers to do this then it did only five years ago.

Items that were literally ground breaking five years ago are in most cases obsolete today. Technology continues to improve in all areas. Carpet is more stain resistant and new fibers and manufacturing equipment are helping to improve both the look and durability of carpet. Porcelain tile looks more like real stone everyday and large format tiles that were almost impossible to find five years ago are the rule as opposed to the exception. Wood floors have better more environmentally friendly finishes and engineered floors have been dramatically improved to the point they are outselling solid wood flooring.

Add to this glass tile, metal tile, leather tile, tile with recycled content, new styles in window treatments, luxury vinyl tile, quartzite countertops, brushed finishes, leather finishes, honed finishes, frameless kitchen cabinets, floating floors and thousand of new area rug designs.

Given the above it is easy to see how keeping up with today’s best offerings is a real challenge for a home furnishing retailer.

At Lewis Floor & Home we attend major markets around the world in order to keep our merchandise not only fresh but to make sure that it offers the best design at competitive pricing. This has become a twelve month job. What I will promise you is at Lewis Floor & Home we will continue to search the world to bring back the very best suppliers have to offer and support the best brands in our industry.

Brands like Karastan, Mohawk, Shaw, Masland, Fabrica, Stanton, Nourison and Godfrey Hirst in carpet. Mannington, Tarkett and Amtico in luxury vinyl. Peverco, Shaw, Mohawk,  U.S. Floors, Hallmark and  Haro wood, Hunter Douglas in window treatments. Showplace and Cuisines Laurier in kitchen cabinetry, Caesarstone and Hanstone in quartzite countertops. All these brands are leaders in their markets and together with our stocking programs of products from overseas will help make Lewis Floor & Home a destination that customers can count on for the selection they need to assure that their homes represent all
the value and style they expect.

Why wool carpet? First, wool carpet recovers very well from crushing because it has natural permanent crimp in the yarn. Second, wool carpet resists soiling and is easy to clean because it has a natural scaly outer surface which keeps dirt on top of the carpet. This makes vacuuming easier. Because wool has a natural protective membrane most spills sit on top of the carpet making cleanup easier. In addition, wool carpet is naturally flame retardant and will not melt. Third, wool carpet is environmentally friendly because it is a renewable resource and is biodegradable. Finally, and most importantly wool fiber makes beautiful carpet!

Wools of New Zealand has put together, with leading wool carpet manufacturers, a tremendous sale through its network of leading flooring dealers. Wool premier partners have all Wools of New Zealand carpets on sale now through December 15^th. Carpets from the very best manufacturers including Couristan, Fabrica, Godfrey Hirst, Hagaman, Hibernia, Masland, Nourison, Prestige, Radici, Royal Dutch, Stanton, Weave-Tuft and Woolshire. This makes now the time to buy Wool carpet.

Lewis Floor & Home is a premier partner that is proud to feature all of the above brands at outstanding prices. Finally, our installers are independently certified by Karastan Carpet so you know you will get the best installation.

 No Black Friday here just beautiful wool carpet.

Unfortunately, good communication can be extremely difficult. Oftentimes we think we have communicated something but the message being communicated is not received for one reason or another. Worse yet, we assume that something has been communicated but it has fallen through the cracks. It’s these cracks, or in some cases gaping holes, that lead to customer disappointment and in severe cases failure.

Customers today are more demanding than ever. As a retailer who prides and preaches customer satisfaction and service the difference between success and failure is a fine line. Proper communication is critical in setting the customer’s expectations. In today’s troubled economy our suppliers have dramatically reduced their inventory level which in turn has resulted in longer lead times. This directly conflicts with our society which whenever possible demands instant gratification. Customers do not want to wait to receive their purchases. They want them immediately without excuses. They want them delivered as promised and correctly the first time.

With businesses everywhere reducing both inventory levels and employee staffing the opportunity to disappoint customers becomes greater. Unless the customer is made aware of the realities prior to pulling the trigger you are set up for failure. Additionally, because employees are expected to do more with less the level of communication becomes more important. Speed and accuracy are more critical than ever. All too often in our haste to move the sale along shortcuts often result in errors that end up delaying completion and a dissatisfied customer.

In order to succeed there is no substitute for great communication. Great communication leads to teamwork which is critical because often times in order to complete a successful customer transaction as many as a dozen people can be involved. How many times does the right hand have no idea what the left hand is doing? The land mines are just waiting when trying to complete even the simplest transactions.

For example, when we have a customer come in to select something as mundane as their daughter’s bedroom carpet the opportunities to disappoint seem endless. The customer must be greeted properly, qualified, shown product they like that is not only in their budget but available, within their time requirements. The area must be measured, the right color and style ordered with the supplier and then shipped to the proper destination. When the product arrives, it then needs to be unloaded, cut, matched with the proper cushion. Then delivered to its final destination on the date scheduled, at the time scheduled with the proper trims and installed – often after moving large bulky, fragile and expensive furniture. The dye lot must match the sample that was labeled and provided by the mill and the professional installation crew must deal with everything from removing and disposing the old pet stained carpet to concerns about that new carpet odor. Did I forget to mention informing the customer about proper maintenance? How about the warranty information?

It seems that the opportunity to fail to communicate is present during the entire transaction. Sure every business has systems in place to help assure that the customer has the best chance of a great experience. In fact, if a customer comes in looking for a specific product (kitchen cabinets, window treatments, commercial carpet, etc.) we have different individuals who are experts to assist them. However, without a seamless turnover by the original contact the whole transaction not only grinds to a halt but in many cases becomes just another lost opportunity.

Moral of this story is really simple. Don’t assume – take whatever time necessary to communicate both with the customer as well as everyone involved in the sale. Make sure that the i’s are dotted and the t’s are crossed if you want to run a profitable successful business.

In most cases the existing carpet and pad must be removed. This of course requires taking all of the furniture out of the room, pulling up the existing carpet and then removing the pad. Once that is done the pad needs to be laid out in the room and tackless strip needs to either be installed, or if it was down from the prior installation examined to see if it can and/or should be reused. Usually some of the tackless strip needs to be replaced or reinforced. This is very important since the carpet needs to be stretched onto the tackless strip if the installation is done correctly.  If the subfloor is plywood then the pad needs to be stapled with a pad stapler at the seams in order to hold it in place when the carpet is stretched over it. Conversely, if the subfloor is cement the pad is generally glued using pad glue (another item most do it yourselfer’s don’t normally carry with them).

A professional installer will also check the doors to make sure they clear the carpet and remove doors from their hinges. Also other floors near the work area should be protected to prevent damage from furniture moved, tools,  and both new and old materials. The carpet needs to be laid out in the room and seamed together according to the seaming diagram. This takes a great deal of time and expertise. All too often seams come apart, overlap or gap which result in an inferior installation. Seams are not invisible and depending on the carpet type, lighting and expertise of the installer some will be more visible than others. Seaming is the number one installation related complaint and as such they need to be addressed in order to set the customer’s expectations.

The next most common problem results for improper stretching of the carpet. Many do it yourselfers and unfortunately many installers do not take the time to power stretch the carpet. Some just use a knee kicker while others will try to get by with a baby stretcher. Only after the carpet has been properly stretched can the carpet be trimmed, carpet vacuumed and the furniture returned.

I know that this is just a short overview of why you should let a professional installer install your new carpeting. I would like to leave you with this thought, even the best piece of carpet that is improperly installed is a butcher piece of carpet. Value is defined differently than price. Please remember that you normally get what you pay for and free installation is more likely than not worth what you pay!

First and foremost the most important aspect is color. No matter how good the piece of carpet is, if it is the wrong color the customer will be unhappy from the moment it is installed.  Personally, I believe that is why it is imperative that the customer be allowed and in fact encouraged to take samples home with them. This allows the customer to view the sample in the area that the carpet will be installed and see it with furniture, window treatments, wall coverings and any other items that will be in the room. Additionally, since colors change depending on the amount and type of lighting in the room it is extremely important to view samples at different times of the day and night.

The next hurdle in making the best decision is an understanding of the amount of traffic the carpeting will be expected to handle. Important considerations include the number of people using the room; whether pets will be present and how long the purchaser expects the carpeting to last. Fiber type and stain resistance needs to be addressed together with the style of carpeting. Numerous styles are available including cut pile, saxony, cable, shag, cut and loop, loop, berber and sisal. Also carpets are tufted or woven each of which have certain advantages and disadvantages. Each of these different qualities will play a major role in the feel of the room.

Once the carpet has been selected the proper cushion becomes the main concern. Proper cushion is critical for both the longevity of the carpeting as well as the proper installation. Certain constructions of carpet such as woven pieces require a harder flatter pad in order to help assure a good professional installation. Many cushions that are appropriate for tufted carpets are just too soft for woven carpets. The proper cushion will act as a shock absorber taking the brunt of the stress from the foot traffic.  Too many people don’t understand just how important the proper cushion is.

Once the carpet selection is made, arrangements need to be made to measure the area to be carpeted. A professional measure allows for proper seam placement, a review of the furniture to be moved, a check of door clearances, determination of removal of existing flooring if necessary and finally the total amount of materials needed to complete the installation in a professional manner. Let me assure you that this requires a professional as opposed to a do it yourselfer. Common mistakes include not allowing to pattern repeats, not allowing for door drops and not explaining seam placement.

In my next blog I will discuss the ordering, cutting, delivery and installation of the carpeting. Bottom line it is not the simplest process and requires expertise that usually can only be found in a professional floor covering store!

Without naming names let me share just a small sample of the issues we have been experiencing over the last six months. The first example is a supplier that promises to deliver a container of slabs from China in seven weeks. These slabs have been sold as part of a large apartment complex kitchen remodeling job that is time sensitive due to tenant move ins and move outs. It has now been ten weeks and we were just informed that it will be another two weeks and the container only has 50% of the slabs promised due to unforeseen problems. Not good.

In connection with the same project, kitchen cabinets for 28 units were ordered with a promised lead time from the factory in Indiana of four to five weeks. It’s now seven weeks and the new promise is next week. Hard to have much faith until the truck actually pulls into the loading dock and the goods are unloaded. One can only hope that the goods are not damaged or made incorrectly. One would think with business off as much as 30% from 2007 it would be easy to not only get materials but that suppliers would be tripping over themselves to get orders. No so.

In fact this same project required over 100,000 square feet of carpet. Our initial order was for 25 rolls of material each approximately 1,500 square feet. Upon cutting the first roll it was determined that the roll was a full 72 square feet shorter than represented. That’s almost 5% less than billed for. This will result in wasted time and could easily result in parts of the project not being completed as scheduled. For the record these goods were manufactured in the United States by one of the leading carpet manufacturers in the world.

Let’s move on to window treatments. We represent one of the finest brands in the market. Unfortunately, over the last three months, more than 15% of their shipments have included defective product causing delays in installation. The results of this are unhappy customers, unhappy retailers and most importantly costs that would not be incurred if the supplier had only performed as promised.

Our industry as well as our country is in trouble. However, I would suggest that much of this trouble could or should be avoided.  All a customer wants, or should expect, is to be treated fairly and get exactly what they bargained for. In fact, as a retailer all I expect is my suppliers to do what they promise. All too often today suppliers are not keeping their promises, delivering defective goods many times later than promised and in general making it impossible for the retailer to meet the expectations of their customers. What ever happened to great customer service? It must have been part of those government budget problems we are all hearing about.

Everyone understands that it is important to set a customer’s expectation properly whenever selling. Fact is, it is even more important with wood floors. Wood expands and contracts depending on the moisture in the area where it is installed. Humidity changes often result in gaps between the boards, cupping and in severe cases buckling. Water and wood are not a good combination!

Wood floors should be maintained with the proper floor cleaner on a regular schedule. Improper cleaners could void any warranty and also damage the protective finish on the floor. Depending on the traffic in the home a screen and recoat should be done periodically to protect the floor and maintain its natural beauty. Normal maintenance includes sweeping, vacuuming (with a vacuum that has a hard surface setting) and only damp mopping with an approved wood floor cleaner.  As with any cleaner it is very important that the user follow the directions. Proper maintenance will assure that everyday girt, dirt and spills do not result in a scratched finish that could require major repairs.

Another very important discussion concerns the use of chair mats under rolling chairs, floor protectors under heavy furniture and using area rugs to catch the dirt from outside traffic before it is ground into the finish of the wood floor. Some wood floors are easily damaged by high heels and if the heel is broken or doesn’t have its protective cap it will damage the floor. Depending on the level of damage it could be necessary to replace damaged boards and/or sand and refinish the entire area.

The decision whether a floor only needs to be screened and recoated as opposed to a full sand and refinish is a major one. A screen and recoat will not remove major dents and scratches. We recommend a screen and recoat when the floor is starting to show a little wear especially in the higher traffic areas. A sanding and refinishing is necessary only when there is major damage.  A floor that is properly screened and recoated will really look like new if the work is done correctly.

Having said all of the above not all wood floors are created equal. In fact, there is a great deal of difference between the same species of woods that can be graded equally. For instance, the most popular solid unfinished wood floor in our area is Red Oak select and better. There are numerous manufacturers of this type and grade of flooring. Depending on where the lumber came from, the tightness of the grain will differ resulting in a harder or softer piece of wood flooring. Furthermore, the milling is extremely important so the installer can put the boards together properly to insure a problem free installation.  The best Red Oak comes from colder climates (like Canada and Northern US states) simply because the trees grow slower and the resulting wood flooring has a tighter grain.   It is possible to purchase Red Oak from warmer climates that is graded select and better at a lower price than Northern Red Oak. Remember you get what you pay for and no installer can properly install a poorly manufactured wood floor.  When purchasing a wood floor it is extremely important that the wood itself be the best, the installer install the floor pursuant to the guidelines set by the National Wood Flooring Association and that the floor be maintained properly.

Only by doing the above will your customer be happy with their purchase.

Assuming that the measurements are accurate, the carpet must be ordered and shipped to someone who not only can receive it but make sure that it has not been damaged during shipping. After the carpet is unloaded and received, scheduling needs to be arranged for delivery and installation to the customer. Many times the customer is not ready and the carpet needs to be stored in a safe and secure area until the customer requests installation. Once the installation is scheduled the carpet needs to be cut into pieces according to the diagram and inspected for manufacturing defects.  Assuming that everything goes as planned the carpet is staged for pickup by the installer with the proper cushion.

If during any of these steps there is a problem the customer expects the retailer to rectify the problem and stand behind what they are selling. When a customer purchases through the internet they are not dealing with one company but many. First they often must hire at their own expense a measuring service to determine quantities and seaming layout. Then they must find a qualified installer to both receive the carpet and pair it with the appropriate cushion. While this sounds easy let me assure you that many rolls of carpet weight over 500 pounds and delivery is tailgate. This means that it is the buyer’s responsibility to take the carpet off the truck. Without special equipment this is almost impossible. Furthermore, the carpet needs to be kept dry and in a clean environment.

Finding professional installers that can install today’s carpets can also present a challenge. Many carpets have patterns which require both more material to match the pattern and greater skill to install correctly. Additionally more carpets are being sold that are woven construction as opposed to tufted which are much more difficult to install.

The simple facts are as follows. When you purchase carpet from a reputable flooring company they handle not only the above but also deal with any issues regarding the quality of the materials. The retailer is responsible for scheduling the installation, receiving the carpet, cutting the carpet, supplying the proper cushion, delivering the carpet, removing the old carpet and pad if necessary, moving the furniture if necessary and installing it correctly.  I would ask, what is the value in making sure that all these steps are being handled by one professional as opposed to separate interests? 

 The retailer has access to the manufacturer’s representatives if there is a problem with the carpet. They have access to professionals to measure the area needing carpet. They understand what to look for including but not limited to whether doors will need to be cut, whether the furniture will require special equipment to move and how doorway transitions will be handled. We employee only Karastan certified installers that are bonded and insured. Furthermore, we offer one year free spot cleaning by a certified carpet cleaner on our carpet sales.  I would argue the value is not all in the price but value is in piece of mind. Oh yes we have a customer service department that is staffed with people who have an average of 12 years service to deal with the inevitable problems that arise in these type of projects. Remember the best surprise is still no surprise when buying and installing carpet.

I do think that every situation is different. In fact, I do honestly believe in giving the customer the benefit of the doubt, but only if doubt exists, as I always try to walk in the customer’s shoes and look at things from their perspective – until they prove that they are a complete and total jerk. Yes, customers can be unreasonable and that is when it is necessary to step back and fire them. 

One recent example was a customer who purchased her tile from our store. She also received a quote from us to install the tile, but chose to use another contractor. After he installed the tile she heard a noise coming from inside the wall. Her contractor was long gone when she realized that the noise was in fact coming from her cat that had crawled between the two by fours before her contractor closed up the wall with drywall and then tiled. Ah, the joy when the telephone call comes and I hear that “Your tile is keeping my cat in the wall.”  Yes, I’m not kidding when I say it was this customer’s position that it was my tiles fault that her cat was stuck in her wall. When I suggested she have her contractor who did the work correct the problem she informed me that the contractor had left and she couldn’t find him. I then politely corrected her in that it was her tile that was keeping her cat in the wall.

While I can truly understand that she was upset, this was clearly not our fault and the customer was not right in trying to blame us. I suggested she find another contractor to break a hole in the wall to remove the cat and then have the contractor patch the wall with new drywall and tile. She then told me she didn’t want to break my tile to which I politely responded that she would not be breaking my tile but would be breaking her tile. After what seemed like hours going round and round with her I did inform her that because the tile she purchased was one that we had in stock at least she could purchase more in order to match the dye-lot originally installed by her contractor.

You might think that this example is a little extreme but let me assure you it is only one of many calls we get from customers who feel that because they are a customer they can do no wrong. When in doubt every good business person will give the customer the benefit. However, when it becomes apparent that a customer has crossed the line it is time to fire that customer and move on.

Come to think of it I don’t know anyone who is always right. However, I do know people who run their business with integrity and set standards of behavior that everyone can be proud of.  When a customer is rude, crude, or abusive it is time to draw the line. In order to insure that your employees have quality in their life they are entitled to an abusive free workplace. In fact, you are entitled to require that your customer’s act in a manner that is not offensive.  Think about it. What ever happened to the golden rule? What ever happened to taking responsibility for one’s behavior? No the customer in not always right.

“There is concern about customers taking our sample and then shop around for the best price. What is your take and your store’s policy on sampling?”

 Here is my response – and I welcome other’s feedback too:

This is a question that never ever seems to go away.  I have heard all the arguments for both sides and I am on yours for a number of reasons. First and foremost I believe that the customer needs to see the sample in the area that it will be installed. The lighting in the room makes a huge difference.  It always helps to view each sample one at a time without all the distractions that are part of the showroom experience. In the showroom, customers normally are comparing multiple samples right next to each other. The fact is that only one color will be installed and the winner should be the one that looks best in the room when the customer is normally in the room.  All too often the sample that looks best during the middle of the day is not the one that wins in the evening. This is very important when picking bedroom carpet. If the customer can’t bring the sample home how can they be sure how it will look at the time of day they will be using the room?  Of course they can’t. 

I always tell my customers to bring home at least a couple of samples.  Generally one will look better than the others and I believe this helps the customer make their buying decision. Even if none of the samples work one will be better than the rest and can serve as a starting point for selecting new samples.  I also tell my customers to make sure to look at one sample at a time and too stand back from the samples as opposed to staring right down at them. If they have window treatments that are staying or a bedspread then it is critical that they are viewed together. 

Having said this I understand your concern about people shopping. What I have found is that most, if not all, samples are identifiable if you really know your business. Personally, I have no problem with private label programs but a really good sales person should be able to find the actual sample if they have access to it. Today more than ever patterns, different fibers, sample sizes and colors go a long way to limit a dealer’s ability to hide what the product really is. Furthermore, since we don’t private label, when I do find the sample I tell the customer we don’t private label because we have nothing to hide. This presents a great opportunity for me to talk about the cushion we use, the fact we have our own measure people (as opposed to using a measure service) and we have Karastan certified installers. 

I do not think there is anything dishonest about changing the name on samples. Every dealer has a right to label their samples as they see fit. However, I have always felt that full disclosure is the only way to go. Most of my customers are not looking for the lowest price. They are looking for a fair price and to be treated with respect. They expect expert advice and a great selection to pick from. I am quick to tell price shoppers that I’m not going to be the least expensive. My service, installation and professionalism will not allow me to stay in business at the lowest price. 

For the record we barcode every sample and check them out with the customer. We expect the samples to be returned in a couple of days if they didn’t work out. If the customer determines they do like one of them, all they need to do is give us a call and we will pick up the samples when we measure. By the way we get a $75.00 fee to measure which is applied to the order. We do not measure for free as my customers should not have to pay for the professional shoppers who get six estimates before making a purchase. 

Thoughts? Comments?