Derrick Daye, managing partner, The Blake Project and John Simonson, Webstream Dynamics and Five-Star Store Reviews, discuss some of the elements of branding at the retail store level, including the store itself, inside and out, levels of customer service, installation, and the fact that retailers are competing not only with other retailers but with other businesses with other products and services consumers want. Talked about is the experience the customer will experience within the store and with each encounter with personnel representing the store, including social media. Retailers are encouraged to map the customer experience from the customer’s vantage point in their store to identify friction points and eliminate them.

Kim Oderkirk, executive vice president of the Floor Covering Installation Contractors Association, (FCICA) talks about the Contractor’s Town Hall held at the recent annual convention, where attendees talked about challenges in the marketplace, including education and involving other industry players in FCICA programs. There were also discussions concerning the legal issues involving contractors as well as the shortage of qualified installers and efforts taken by association members to reduce the problem in their organizations.

Derrick Daye, managing partner, The Blake Project and John Simonson, Webstream Dynamics and Five-Star Store Reviews talk about when many retailers look similar, how retailers can differentiate themselves from the competition by virtue of the service they offer. Discussed is the value of differentiation and the courage of the owners and managers to bringing differentiation to the store. Also discussed is breaking one’s brand and rebuilding it.

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.