Bruce Weber, president American Home Surfaces Group (AHSG) and Commercial One, discusses the Commercial One organization, the interest in becoming involved in the commercial markets, both specified and main street, and the transition most retailers experience entering the field. He also talks about the successes Commercial One has enjoyed since its launch and efforts being made to add members.

Kim Oderkirk, executive vice president for Floor Covering Installation Contractors Association (FCICA), talks about the association’s annual convention recently held in Tucson, Ariz., at the El Conquistador. Oderkirk talks about the trend that has seen steady growth in the group’s membership as well as convention attendance. She also talks about the group’s Certified Installation Manager (CIM) program, growth in the program and how it is impacting activity in the field and other events at the convention.

Mike Cherico, vice president of Floors & More, talks about changes in the marketplace, the value if private brands, and how they reduce the chances of price shopping. Cherico talks about the growth Floors & More members enjoyed in 2018 and the group’s recent convention in Las Vegas, its turnout and events, and its message of commitment. He discusses what retailers need to be successful in today’s marketplace verses several years ago and the advantages of interaction among group members.

Derrick Daye, managing partner, The Blake Project and John Simonson, Webstream Dynamics and Five-Star Store Reviews, discuss branding in the independent floor covering retail segment and the efforts retailers direct toward managing their brands and branding that have been established in the flooring sector by big box retailers. Also discussed are methods of measuring one’s brand and the value in building brand.

Fritz Rench, Chairman, Host Racine Industries discusses the host floor cleaning system the product and machines that are used with the system and how the system works as well as how it differs from the hot water extraction system listing the advantages and disadvantages of both. Rench also talks about the dry verses wet extraction controversy of some years ago and how that controversy has played out in the ensuing years.

Derrick Daye, managing partner, The Blake Project, and John Simonson, Webstream Dynamics and Five-Star Store Reviews, discuss the necessary steps for retailers to establish and build their brand in their local market. They discuss the brand environment many retailers are facing and define brand and basic elements of building a retail brand.

George Celtrick, owner of Whitewood Products, discusses the industry’s installer shortage, its effects on the hardwood sector, and recruiting young installer candidates. Celtrick talks about hardwood flooring the product, the elements involved in manufacturing hardwood flooring, and factors that have become extremely important in the marketing of hardwood flooring today. Also discussed are possible ways to increase the value of hardwood, such as to stress the value hardwood flooring adds to the home as he demonstrates the company’s new products.