Lancaster, Pa., -- Armstrong Flooring will feature its newest collections of trend-forward designs in hard-wearing, low-maintenance floors for retail environments, including the latest innovations in multilayer flooring and luxury vinyl tile, as well as natural hardwoods, at GlobalShop, held March 27-29 in Chicago, Ill. (booth #2216).

In the highly competitive world of retail, it is important to not only create an environment that is inviting and attractive, but also create an experience that will encourage customers to spend time and money in the store, excite them to share it with their friends, and come back again and again. Image remains a serious factor in the equation, and flooring plays a key role in setting the image and atmosphere of the store itself and in conveying a brand message.

"Retailing is all about the experience, and nothing sets the visual foundation of a store like the choice of flooring. Flooring is the critical first impression," said Robert Brockman, segment marketing manager, commercial, Armstrong Flooring.

In addition to aesthetics, the floor plays a practical role in the shopping experience. "Many times, whether the customer knows it or not, the floor is driving the traffic by way of design,” said Robert Brockman, commercial segment marketing manager for Armstrong. “Color and pattern on the floor can guide the visitor, keep an open look and help define featured spaces."

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