HomerWood Premium Hardwood has launched HomerWood University with a curriculum that focuses on “teaching retailers to sell premium products in the new economy.”
“The idea that consumers are only interested in the lowest price is a misconception and is all too prevalent in our industry today,” said Paul Walker, general manager, HomerWood. “Making this assumption and leading the sales process in this direction does a disservice to the consumer and arbitrarily limits their choice. The decision to choose a hardwood floor for their home is an emotional one for a consumer, and from the outset they have a vision and want a retail experience that keeps this vision in the forefront of the process. It is about value and not price and it is important to recognize and embrace this.”