We operate in a marketplace that changes from day to day – even from moment to moment – and it’s hard to know exactly what motivates consumers to buy, even though we’re all working very hard to figure that out.
One thing I’m fairly certain of is that modern communications and technology – in the form of the Internet, smart phones and tablet computers – are making consumers more discerning and, in many ways, more demanding. There are numerous websites and applications available that allow people to comparison-buy and evaluate products. Partially because of all this accessible information, I think there’s a growing expectation that hardwood floors should carry warranties – although some in the industry contend that warranties are misleading or gimmicky and should be banned altogether.