Making Money With Area Rugs - 08 Retailers' Guide

Pick a floor. Any floor. It can probably use a rug. Area rugs pull any room décor together. And they can quickly and relatively inexpensively tie the décor of the room together and also make it feel cozier. Introducing area rugs this way illustrates that you can think like a decorator or designer. Area rugs are that finishing touch that will make you more money.

Our experience as customers and retailers, backed up by industry statistics, shows that customers typically buy area rugs within 30 days of the purchase of their hard surface flooring. If you bring it up while discussing a hard surface décor, you avoid that dreaded add on sale and help ensure that you get the rug purchase, not someone else.

Here are some tips to help you sell more area rugs.

• Area rugs are accessories for the home. Show them to all customers. Every home has multiple rugs.

• Show your favorite area rugs to every customer coming through the door. If you’re excited about a rug because of its color, style and feel, the customer will tend to get just as excited.

• Bring up the area rug category when you’re talking about hard surface flooring. “Hard surface is a great way to show off an area rug” might be a good opening line. If the customer thinks it’s a good idea, then work with her to match colors of both flooring categories. If you find the perfect match, it’s likely “sold!”

• Draw a floor plan and show your customer where she might confidently put her rugs. Include windows, doors, fireplaces and shutters to bring the room to life. Your layout may reveal new places for area rugs or one special place. Discuss the style that will be right for the room: rectangle, square or round, or maybe several different sizes.

• Explain that area rugs are a great way to expand space or make a cool room warmer and quieter.

• Don’t forget to suggest to your customer that she purchase quality cushion with each area rug. You want the cushion to take the abuse, not the rug—just as it does with carpet.

USING THE WEB

A website can play a huge role in helping you grow your business but it has to be part of a well defined overall marketing strategy. In many ways, it can be your most valuable communications tools because so many shoppers start their expeditions on the web. If your website makes a good impression, you're much more likely to get that shopper into your store.

Your website can take many forms. For example, it can be information-only, which is probably your best bet. In other words, customers can find out what products are in your store, what services you offer, when your store is open, what's on sale, and any other information you'd like people to know. this kind of site walks hand-in-hand with everything from your advertising to your company stationery--ever way you communicate about your store. These days, shoppers often start on the web.

A few basic tricks that you should keep in mind for an information website are:

1. Update the information regularly. It must contain the correct information--the right prices, the right hours of operation, the right merchandise and your correct contact information.

2. Keep it fresh. Replace graphics and features regularly so people will want to come to your site to see what's new.

3. Use a website professional. Not only will they know how to increase the number of hits you get, but they also can make it look professional and easy to navigate. A professional looking, east-to-use website can help you build store traffic.

You might also consider building a website where customers can order directly without ever stepping into your store--think of stores like Lumber Liquidators. Or use your site to help design their room. But, this kind of site takes a lot more money, planning and dedication on your part and will definitely require the services of a web professional.

Whatever route you take, make sure it fits into your overall marketing strategy, and that you are committed to it.