Fritz Rench, chairman of Host Racine Industries, talks about maintenance contractors that had been servicing a particular elementary school for years where the carpet was in dreadful condition. Rench talks about the attitudes many maintenance contractors have toward carpet and the level of expertise they often have regarding carpet and how regular, effective carpet maintenance can dramatically extend the useful life of carpet in these facilities.

Derrick Daye, managing partner, The Blake Project, and John Simonson, Webstream Dynamics and Five-Star Store Reviews, talks about steps retailers can take to manage their brand in their local market, accessing how consumers feel about the retailer and if there is an emotional connection. Also discussed is looking at the experience one might have in the store and how customers engage with the brand. Also suggested are questions retailers should ask such as: what would be missed if my brand did not exist; if I could make customers feel one thing, what would it be; what are the brand’s enemies, things that compete with its purpose; what is the minimum a customer needs to recognize the brand; and does the retailer have evidence for the claims he has made?

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.