• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • Product Spotlights
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP
Residential FlooringBusiness Insights

Future of Flooring

What’s Next for Independent Flooring Retailers

By Tanja Kern
flooring retail

CCA Global has done a lot of research to discover how today’s consumer wants to shop.

October 12, 2022

What will it take to succeed as an independent flooring retailer in the future? John Gilbert, president of Carpet One, and Keith Spano, president of Flooring America, Flooring Canada, International Design Guild and The Floor Trader, offered Floor Trends some insight on the groups' Retail 2.0 strategy, which addresses consumers' desire to shop when, where, and how they want through digital technology, marketing, and the in-store experience.


Floor Trends: You started this project in 2019. What kind of research did it take to come up with this strategy? 

Spano: The average cycle for flooring is seven to 10 years. We had done consumer research 20 years ago, and we have our agencies working on things a weekly, daily basis. But when we started talking about the consumer change and the fact that there's a lot of noise out there—there's a lot of competition for the consumer's dollar, and how she shops is really critical. We spent a lot of money and a lot of time find out exactly what the consumer was thinking. 

Gilbert: We used two different companies, and I don't think we were terribly surprised by the results. A revelation was that even as simple as we thought the consumer would want the experience, they actually want it simpler. It was actually reassuring because it's consistent with my experience in other industries where you cannot overestimate how simple people want their transaction to be.

It's not just about the fixtures, although that's a big part of it. It's also about the website and honing in on that consumer journey. We were trying to tighten up the online versus the in-store and connect that in a more seamless way. 


Floor Trends: What are some insights you learned about the consumer? 

Gilbert: Once you get a consumer anywhere in that purchase cycle with a higher set of expectations, a simpler product assortment that meets their needs very specifically, that they can do most of their research journey online without having deal with the sales pro—ultimately, when they get to the store, they are treated with respect and dignity and don't feel like they're being sold. We think of our sales pro more as a project manager. You end up with a much more professional relationship and the customer feels more in control. When a customer doesn't feel in control of their spending, they will pull back.


Floor Trends: Has data has become the currency in today's retail strategy?

Gilbert: Most of our members are on our marketing platforms in one way or another, but then there's transactional data in our POS system that is equal to or even more valuable to the marketing data. We also have our CRM [customer relationship management] platform, called DRIVE, which is integrated with RFMS. Our point-of-sales system marries up to our CRM system. All of our marketing automation triggers when the customer goes into the sales funnel—whether they come in via phone, formally walk in to the store, or connect online— no one goes lost. Our sales pros can keep up with their opportunities, and their managers can see and keep up with the sales pro. So they see check and balance.

Spano: What's the most important thing? Know your business.

Gilbert: Members are coming with us on that quest for data and understanding. We're extracting insights from the data, and that's very useful for us and going forward. Ten years from now—there's no way anybody other than Home Depot, Lowe's or Floor & Decor, which are company-owned businesses—but independent businesses aspiring to compete with this are going to have a really hard time. We're going to know that showroom. We're also going to know data about showrooms that are like it, and we'll able to tell that showroom do this and it'll help you in these four ways.

FT 70th anniversary logo cyan

Up Next:
What's in store for the future of the flooring industry?

Look ahead
KEYWORDS: business growth and expansion CCA Global Partners flooring retail retail displays and showrooms technology

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Tanja kern headshot 2023

Tanja Kern is the associate publisher and editorial director of FLOOR Trends & Installation. She is also the host of the FLOORtalk podcast, where she explores the changes and challenges facing the flooring community's thought leaders and creatives. Tanja has been writing about business, design, and lifestyle for two decades, and her work has appeared in publications such as American Way, Better Homes & Gardens, Fine Interiors, Fodor's, Food Channel, CA Modern, Chicago, Fine Interiors, and Los Angeles.

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Flooring Installation
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Flooring Installation
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

Subscribe For Free!
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

More Videos

Popular Stories

Schluter waterproofing system

Waterproofing Wet Areas: Three Essential Methods to Protect Your Bathroom and Shower Installation

AHF Products CEO Brent Emore

AHF Products Names Brent Emore CEO

kitchen floor

Regrouting Caution for Cement Grouts


Download the Free Moisture Meters Guide

Events

June 9, 2025

NeoCon 2025

A trade show for the commercial interior design industry.

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Flooring Groups

Flooring retailers, do you belong to a buying, marketing or franchise group?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • 2024 Alliance Flooring Next Generation Summit.jpg

    Alliance Flooring Reveals Business-Boosting Sales Strategies for Flooring Retailers at Next Generation Summit

    See More
  • John Gilbert Keith Spano.jpg

    CCA Global Sets Up Second Phase of Sales Transformation Strategy for Flooring Retailers

    See More
  • CCA Global Winter Convention Retail 2.0 2025.jpg

    CCA's Vision for Flooring Retailers in 2025: Building on Four Pillars of Success

    See More

Related Products

See More Products
  • BNI Interiors Square Foot Costbook 2025 Edition

    2025 BNI Interiors Square Foot Costbook

  • floorfinishes.jpg

    Environmental Impact of Materials: Floor Finishes

  • radiant.jpg

    Radiant Floor Heating, Second Edition

See More Products
×

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP